Final bm1 ppt

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