Presented by Ekta Bawa Naina Deo Rupsikha Borah Rushad Nasim Md.

Faiz Ahmed Subhodeep Ray Chaudhury Ready-to-eat market growing fast

MTR -RTE Food Hamper

Introduction
The Bangalore-based MTR Fast Foods Ltd entered the `ready-to-eat' food segment in April 2000. They relied on the German Retort technology for entry into the `ready-to-eat' segment. MTR Ready To Eat dishes are an amazing combination of convenience, taste and variety. MTR RTE range currently comprises of 22 delicious completely authentic Indian curries, gravies & rice.

Marketing Strategy
Already adopted

MTR Foods has been sponsoring magic shows and theatre performances to strengthen its brand presence in Karnataka

Suggested

Demonstration and After establishing itself in the south, MTR is sampling at exhibitions, developing its brand in west and north India. tie-ups with travel agents Although MTR Foods has good brand equity in the to make it a part of their RTE space, estimated to be growing further, it does travel package, not enjoy a clear lead with competitors such as ITCs demonstration &sampling Kitchens of India & Kohinoor. at kitty parties

Why MTR??
Vegetarianism

Transfer the content of the foil pouch into the microwave safe bowl, microwave on high for 1-2 minutes and serve hot. 0R Immerse the unopened foil pouch in boiling water for about 5 minutes. Remove, cut open and serve hot.

All MTR products are 100% Vegetarian.

MTR ready to eat dishes are 100% natural. Have no preservatives and use only the finest, most authentic ingredients. They have adapted technology from the Defense Food Research Laboratory, Mysore to ensure each dish has that "just-cooked" freshness. All MTR Ready To Eat dishes are known for their mouthwatering, home-cooked taste.

100% Natural

Technology

Unparalleled Taste & Flavour

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

40.00 35.00 30.00 25.00

When do you buy Ready To Eat food ?

Flying abroad Get together at home Avoid cooking Any time

20.00
15.00 10.00 5.00 0.00 Series1

Count
35.56%

Student Working Self Employed Occupation Its clear from the above graph that maximum of the respondents know about MTR, Kitchens of India, Kohinoor and Haldirams Minute Khana (these brands have maximum market share.) What price do you prefer paying to buy RTE
What is the source from where you get the information about RTE food products
17.78% 2.22% Print Ads Hoardings Magazines Newspaper 50 - 100 100 - 150 >150 40% 2.22% 2.22% T.V. Retailers

SWOT ANALYSIS OF MTR Ready to eat

STRENGTH
Strong brand recognition. A delight for vegetarians. 100% natural ingredients, no preservatives. Provide Just Cooked freshness. Effective price. Known for their Home Cooked taste.

WEAKNESS
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.

SWOT

OPPORTUNITY
Quality Policy ISO 22000 and HACCP certified.

ANALYSIS

THREAT

Brands like ITCs Kitchens Of India pose to be major threat. Use of latest technology to preserve Less margin provided to retailers. quality and freshness of food from the Vegetarianism: All MTR products are Defense Food Research Laboratory 100% vegetarian. for their Ready to eat products.

Descriptive
Geographic Location Demographic

Behavioural
Psychographic Benefits

Geographic location- based upon where people live South Indian market North Indian market

MTR's ready-to-eat pouches of South Indian foods such as bisibele bhath, pongal, avial etc

MTR's ready-to-eat pouches of North Indian foods such as chana 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 peoples

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: MTR made a commitment to keep the brand's heritage of authentic Indian vegetarian' intact.
Growing market segment is the global Indians, NRIs 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 as a pan-India player

The Indian woman wants products 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!

MTR is positioned based on the Purity platform- THE PROMISE OF PURITY So reposition MTR as something that is versatile and has a trusted set of solutions.