MTR -RTE Food Hamper

Presented by
Ekta Bawa
Naina Deo
Rupsikha Borah
Rushad Nasim
Md. Faiz Ahmed
‘Ready-to-eat market growing fast’ Subhodeep Ray Chaudhury
 Introduction
Marketing Strategy
The Bangalore-based MTR Fast Foods Ltd
entered Already adopted
the `ready-to-eat'
They relied on the food segment
German Retortintechnology
April for has been
MTR Foods
2000.
entry into the `ready-to-eat' segment. sponsoring magic shows
MTR Ready To Eat dishes are an amazingand theatre performances
to strengthen its brand
combination of convenience, taste and presence in Karnataka
MTRvariety.
RTE range currently comprises of 22
delicious Suggested
completely authentic Indian curries, Demonstration and
fter gravies
establishing
& rice.itself in the south, MTR is
sampling at exhibitions,
veloping its brand in west and north India. tie-ups with travel agents
though MTR Foods has good brand equity in to the
make it a part of their
E space, estimated to be growing further, it does
travel package,
enjoy a clear lead with competitors such as demonstration
ITC’s &sampling
chens of India & Kohinoor. at kitty parties
 Transfer the content of the foil pouch into the microwave safe
bowl, microwave on high for 1-2 minutes and serve hot.
Why 0R
Immerse the unopened foil pouch in boiling water for about
MTR?? 5 minutes. Remove, cut open and serve hot.

Vegetarianism All MTR products are 100% Vegetarian.

MTR ready to eat dishes are 100% natural. Have no

100% Natural preservatives and use only the finest, most authentic
ingredients.
They have adapted technology from the Defense Food
Technology Research Laboratory, Mysore to ensure each dish has that
"just-cooked" freshness.

Unparalleled All MTR Ready To Eat dishes are known for their
Taste & Flavour mouthwatering, “home-cooked” taste.
MTR Foods Ltd is ISO 22000 and HACCP certified.
Uncompromising They adhere to the most stringent quality standards, from
Food Quality sourcing ingredients to processing and packing.
Market Research- Few interesting findings
When do you buy Ready To Eat food ?
Click Here

Flying abroad
Get together at home

Count
Avoid cooking
Any time

Student Working Self Employed

Occupation
What is the source from where you get the information
Its clear from the above graph that maximum about RTE food products
of the respondents know about MTR, Kitchens 35.56 17.78
% %
of India, Kohinoor and Haldiram’s Minute 2.22
Khana (these brands have maximum market %
share.)
What price do you prefer paying to
buy RTE

40%
SWOT ANALYSIS OF MTR Ready
STRENGTH
to eat WEAKNESS
• Strong brand recognition.
• A delight for vegetarians.
• 100% natural ingredients, no
preservatives.
• Provide “Just Cooked” freshness.
• Effective price.
• Known for their “Home
Cooked” taste. SWOT
OPPORTUNITY
ANALYSIS
• Quality Policy – ISO 22000
and HACCP certified.
• Use of latest technology to preserve • Less margin provided to retailers.
quality and freshness of food from the •
Defense Food Research Laboratory
for their Ready to eat products.
• Weak distribution network.
• Weak promotion.
• No guidelines from company about
shelf space.
• The reduced time cost and
nutritional content associated
with these foods is specifically
blamed for obesity.
THREAT
• Brands like ITC’s “Kitchens
Of India” pose to be major
threat.
Vegetarianism: All MTR products are
100% vegetarian.
 Descriptive Behavioural
Geographic
Demographic Psychographic Benefits
Location
Geographic location- based upon where people live
South Indian market North Indian market

MTR's ready-to-eat pouches of MTR's ready-to-eat pouches of

South Indian foods such as bisibele North Indian foods such as chana
bhath, pongal, avial etc masala, dal fry, rajma masala etc
 Demographic- based upon age, gender etc.

Customers for RTE dishes are predominantly

1. Working women
2. Students who generally stay away from home
as paying guests

Benefits- based on the different expectations that

customers have about what, a product can do for them.

‘Guests at home suddenly or in a very short notice’

MTR Ready to Eat dishes are an amazing
combination of convenience, taste and variety
 Psychographic/ lifestyles- based on people’s
opinions, interests, lifestyles.
1. According to lifestyles:
Changing lifestyle of Indians ‘Busy Lifestyle’
With both husband and wife working, there is
going to be increased need for such convenience foods.
2. According to interest:

• Growing market segment is the global Indians,

NRI’s and many foreigners with whom Indian
cuisine has become very popular.
• Segment market as per meal timings– ‘Dinner’

3. According to opinion: Demand from

Indian travelers, esp. the Vegetarians travelling
abroad is a vital market segment.
MTR is working on positioning itself
• The Indian woman wants products
as a pan-India player
that enable her and not replace her.
• She wants a friend in the kitchen and
that is the context in which she uses
MTR RTE products.
“Ready-to-eat”

Eat
healthy
Cook
wisely!
So reposition MTR as something that
MTR is positioned based on the Purity
is ‘versatile and has a trusted set of
platform- ‘THE PROMISE OF PURITY’
solutions.’