Transcript
MTR FOODS LIMITED
By,Neha Raghuwanshi (49)Nidhi Maheshwari (50)Sakshi Gupta (75)Shashi Shekhar Sharma (79)Shashikant Sharda (80)
FLAVOURFUL HISTORY
Started as traditional Restaurant by Mavalli Tiffin Room MTR in
1924 in Bangalore.
MTR Food Ltd – Incorporated in 1975, started with packaged
food.
Authentic vegetarian south Indian food.
Emerged as food technologist.
In 2000 MTR sold 20 percent stake to Aquarius.
In 2007 MTR announced partnership with Orkla.
BRAND PORTFOLIO
Khara Boondi
Garam Masala
Mango Pickle
Lime Pickle
Biryani
Macroni
BRAND POSITIONING
Identification of Target Market
Nature of Competition
Points-of-Parity
Points of Difference
TARGET MARKET
Choosy
and OldPrice Conscious
Heal
th C
onsc
ious
Busy and
Young
CHOOSY AND OLD: Good for health Easy to digest Natural ingredients Less on additives
PRICE CONSCIOUS: Value for money Long storage life No loss of flavor
BUSY AND YOUNG:
Tasty Variety of flavors Trendy packaging Quick preparation
POINTS OF DIFFERENCE
100% Natural
Unparalleled Taste And Flavor
Uncompromising Food Quality
Technology
Vegetarianism
NATURE OF COMPETITION
Product Type: Ready to Eat Product Class: Food Processing Industry
POINTS-OF-PARITY Same target marketCompetitive pricingMore or less same number of variants
Brand elements
▪ Transferability Karnataka sambar is sweeter, more yellow. In Tamil Nadu
it’s spicy and red.▪ Memorability High Recall.Synonymous with South Indian Cooking▪ Likeability▪ With different flavours, high on taste it is highly liked
brand ▪ Aesthetic
BRAND STRATEGY
Brand Extension Strategy:
MTR Masala (Sambar Masala, Rasam Masala)MTR Ready to Eat,MTR Pickle,MTR Papad,MTR Sweet,MTR Soup Namma MTR (Ice cream parlor) and many more.
Line ExtensionMTR Meal MixesMTR Breakfast Mix
Range Brand StrategyMasalaSweetsSnacksBeveragesSoups
MTR ‘s three pillar strategy
▪Spices and masalas for the regional market
Mixes for national presence
numero uno position in the ready mixes category with around 45 per cent share
Snacks
CUSTOMER BASED BRAND EQUITY MODEL
Quality Food items:
Likability Relevance SuperiorityConsistent delivery on taste with the purest ingredients at affordable price
Strong Brand ResonanceLoyalty
Loved Brand
Pure and Perfect
Joy, Richness, Health and Convenince
High recognition In RTE Market
APPROACHES TO REVITALISATION
Expanding Brand Awareness
Improving Brand Image
Entering New Markets
Expanding Brand Awareness
Expand Breadth – Increased Usage Divided into three segments
– breakfast mixes, dessert mixes and meal mixes
Introducing different variants of Ready to eat The new range consists of
four new products - Multigrain Dosa, Oats Idli, Rava Ragi Idli, and Ragi Dosa and popular South Indian snacks Nipattu, Chakli and Ompudi.
Increasing the frequency of consumption
Currently snacking is not limited to just tea, customary accompaniment during meals and indispensable during festivities.
Identifying new and completely different ways to use the brand Hooks for cooks www.hooksforcooks.in is a premier online culinary portal by MTR Foods,featuring delicious paneer dishes recipes as well as rice dishes
New uses may arise from new packaging
company also announced a relaunch of its packaged food brand, reflecting “the brand's new look but which remains at its core authentically Indian
Improving Brand Image
Launched You Drink Some, You Win Some SMS Contest
Ice Age 4 Co-branded packs, Free Sippers with packs, SMS based contest, Ice Age 4 branded movie merchandise, special movie screenings
Old positive associations to bolstered
New positive associations to be created
Entering New Markets
Bring out state specific products to capture the fastest growing ready-to-eat market in India
New customer segment : a vegetarian travelling abroad or in an emergency at home
MTR Foods is looking to become a big player in the masala market of Tamil Nadu
Recently acquired Pune-based Rasoi Magic to enter into the ‘meal mixes’ market.
BRANDING AND SPONSORSHIP
MTR Foods has been sponsoring magic shows and theatre performances to strengthen its brand presence in Karnataka
MTR Foods is also advertising on television
Hold live demonstrations and dole out free samples of its products to people visiting the performances, before and after the show
Greater brand equity and recall
LINE BRANDING
MTR
Ready to Eat
Breakfasts mixes
Beverages
Snack Mixes
Share same brand concept and they do complement each other.
MTR Foods has decided to channelize 16 percent of its sales on marketing and its promos promise to pack in quite a punch.
Facebook page MTR also connects with consumers through the You Tube. A food search engine will be optimized in the coming
months.Reaching out to the masses by creating a consumer
website, in addition to the corporate website.
PROMOTIONAL MEASURES BY MTR
FUTURE…It is aiming for nearly three-fold jump in its revenues to
Rs 1,000 crore by 2015.Acquired Rasoi Magic (in meal mixes).Rising incomes, increasing exposure, greater
experimentation and more emphasis on convenience, are some of the factors contributing to the growth.
Potential in the non - India products (fries , burger ,pizza)
Expanding aggressively into beverages and snacks segment.
India’s packaged food industry, including snacks and ready-to-eat foods, is likely to touch $30 billion by 2015.
Huge scope in the breakfast category and the company is trying to gain in some space into it trough its wide range of braekfast mixes.
Going region specific /state specific.(Tamil Nadu)
WRAPPING UP
▪ Indian food industry fastest growing in world.▪ Without commitment no goal can be achieved.▪ MTR foods –A great success story.
THANK YOU
top related