M.T.R FOODS LTD, BANGALORE
K.L.E. SOCIETYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE BELGAUM-590001
A PROJECT REPORT ON CONSUMER BEHAVIOUR OF MTR RTD BADAM DRINK
SUBMITTED BY: RAVITEJA.S Bachelor of Business Administration
KARNARTAKA UNIVERSITY DHARWADK.L.E SOCEITYS COLLEGE OF BUSINESS
ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 1 -
M.T.R FOODS LTD, BANGALORE
ACKNOWLEDGEMENT
To make something into existence is truly a work of god. I thank
the almighty for making this venture a success. I sincerely express
my gratitude to Principal Prof P.R.Kadakol for his valuable
guidance, which helped me in completing this work successfully. I
am less in words to express my deep felt gratitude to Mr. A. Murthy
Divisional Sales Manager MTR Foods Ltd Bangalore who as assigned me
a meaning full topic and given me a valuable guidance and Mr.
Sudhakar Sales Executive for helping the field work at all the
stages. I also thank Mr. Prabhakaran H.R. Manager MTR Food Ltd
Bangalore for providing the opportunity for undergoing one month
Internship in the company. I express my heart full thanks to all
Retailers and Consumers for their co-operation during the survey.
At last but not least, I put forth my due thanks to my parents,
friends, relatives and all well wishers for their full fledge and
tremendous support in completing this project work successfully and
to all the respondents who has cooperated for the collection of
data.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 2 -
M.T.R FOODS LTD, BANGALORE
TABLE OF CONTENT
Topic1. Executive Summary 2. Introduction Company Profile
Product Profile
Page No3
4-12 13-14
3. Research Topic and Research Design 4. Analysis and Inference
5. Findings 6. Recommendations 7. Conclusion 8. Bibliography 9.
Annexure
15 16-18 19-47 48 49 50 51 52
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 3 -
M.T.R FOODS LTD, BANGALORE
EXECUTIVE SUMMARYMTR Foods Ltd was established in the year 1924.
It is an ISO 22000 and HACCP certified company in the food
processing sector. The companys products are known for its unique
unmatched taste, purity and quality. The employees play a vital
role in achieving the quality and following hygienic practices. It
is interesting to sell organism full of high performance. The study
is conducted to KNOW the CONSUMER BEHAVIOUR ON READY TO DRINK BADAM
DRINK. To suggest measures to improve sales of the company and
others problems faced by the retailers. The product is first
launched in 2007 November only in Bangalore at rupees 20 for 250 ml
where the company could not meet the supply which was demanded in
the market. After watching this scenario the company launched on
January 27, 2008 in all the places of the MTR distribution area at
rupees 22 for 250 ml, then also the sales continued to perform good
as it was the summer season at this time the product got lot of
complaints in packing small crack line in the tin, the Badam milk
contained in the tin got curdle so the company took back the
products from the market. In June 2008 Company Re-launched the
product with overcoming all the complaints and improved in the
quality consciousness and also improving the richness in the
nutrient contents, and company imported the tins from Taiwan and
also installed a big, expensive machinery to maintain the Quality.
This time the product launched at rupees 25 for250 ml, the sales
came down. After conducting a thorough survey and research on MTR
RTD Badam Drink has been found that the product has a greater
strength in terms of Quality, Taste, Availability but Price is the
main factor influencing the performance of the drink. It can be
concluded that RTD Badam Drink has a good opportunity to increase
its market share in mere future by resetting its pricing
strategies.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 4 -
M.T.R FOODS LTD, BANGALORE
INTRODUCTIONOVERVIEW OF THE ORGANISATION And Company Profile
The history of MTR Foods back to 1924, when the Maiya family
started a small restaurant in Bangalore. In 1951 the restaurant
came to be known as Mavalli Tiffin Room as it was situated in the
area called Mavalli. It is famous for the owners passion for
perfection and the super quality of its south Indian cuisine. The
legacy of purity and perfection continues at the eatery, now called
MTR restaurant. MTR Foods Ltd is amongst the top five processed
food manufacturers in India. We manufacture, market and export a
wide range of packaged foods to global market that include USA, UK,
Australia, New Zealand, Malaysia, Singapore, UAE, and Oman. MTR is
very proud of rich heritage, their tradition of food and
hospitality began in 1924 with the establishment of the Mavalli
Tiffin Room by the Maiya family in Bangalore, India. This
restaurant is a city landmark today people still stand in a quee to
savour its unique, completely authentic dishes. Over the years MTR
has hosted many distinguished personalities who dropped by the
excellent coffee and the stimulating conversation. Culinary secrets
have been protected and handed down over the generation and their
food is based on truly authentic recipes from their region of
origin. MTRs journey to Indias premier, processed food company has
been marked by innovation and the adoption of new technology, every
MTR product will be always embody of tradition of unmatched taste,
purity and quality.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 5 -
M.T.R FOODS LTD, BANGALORE
MTR THE TRUSTED AND HOUSE HOLD NAME
100% NaturalMTR products are 100% natural do not contains
preservatives and use only the finest, most authentic
ingredients.
Unparalleled Taste and FlavourEvery sector of food divisions
Instant mix, Ready to eat Dish, Pickles or Soups, Ice creams all
MTR products are known for their mouth watering Home-cooked
taste.
Uncompromising QualityMTR is ISO 22000 and HACCP certified
company. Maintains quality standards from sourcing ingredients to
processing and packaging.
TechnologyUse of the latest technology to preserve the quality
standards from sourcing ingredients to processing and packaging.
Use of Technology award from Defense Food Research Laboratory for
Ready To Eat products has won the Presidents award.
VegetarianismAll MTR products are 100% vegetarian.
MTR PRODUCTS PROFILEK.L.E SOCEITYS COLLEGE OF BUSINESS
ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 6 -
M.T.R FOODS LTD, BANGALORE
Soups, Ready To Eat, Frozen Foods, Rice Meals, Spice Powders,
Instant Sweet Mixes, Instant Snack Mixes, Ice Cream Mixes, Masala
Powders, Chips & Crispies, Vermicelli, Papads, Pickles, Ice
Creams.
Soups - Babycorn & Spring Onion, Spicy Tomato, Mixed
Vegetable, Simply Tomato, Mulligatawny,Spinach & Carrot.
Ready To Eat - South Indian, North Indian, Snacks etc. Frozen
Foods - Combo Meals, snacks, Parathas etc. Rice Meals - Bisibele
Bhath, Rajma Chawal, Diet Delite, Rasam Rice, Jeera Rice,Lemon
Rice, Tamarind Rice, Masala Rice, Tomato Rice. Sambar Rice,
Spice Powders - Turmeric Chilli, Coriander Jeera, Black Pepper.
Instant Sweet Mixes - Gulab Jamun, Badam Burfi, Badam Feast,
Chocolate Burfi, Kaju Burfi, VanillaBurfi, Vermicelli Payasam.
Masala Powders - Instant Sambar Mix Sambar Powder, Instant Rasam
Mix Rasam Powder, MadrasSambar Powder, Madras Rasam Powder, Pav
Bhaji, Potato Sagu, Pulao Puliogare, Chutney Powder, Bisibele
Bhath, Vangibhath.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 7 -
M.T.R FOODS LTD, BANGALORE
MISSIONThe mission of the company is to provide authentic Indian
food experience to the consumers across the world.
VISIONThe vision of the company is to grow profitably to be 100
million dollar company by 2010 and to be among the top 5 processed
food brand in and from India.
STRATEGYIn terms of principles Launch all products under MTR
market branch. Operate only in categories in a market where MTR is
among top three plays in that category. Operate only in value added
foods market. When commodity driven processed foods market like
teal oils. Sell only vegetarian products under MTR branch. Set
industry standard for hygiene and Food safety. Us the route of
organic growth as well as acquisitions.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 8 -
M.T.R FOODS LTD, BANGALORE
Quality Policy
MTR is an ISO 22000 and HACCP certified company. At MTR Quality
is a way of life, Hazard analysis and critical control point
(HACCP), developed by the Codex alimenturious commission is a
global food safety standard. MTR has successfully met the stringent
requirements for this certification. Our facilities are equipped
with the latest systems. MTR Foods Pvt Ltd is committed
manufacturing and marketing food products of high quality,
hygienically processed. Using state of the art technology with the
following objectives Creation of the MTR brand synonymous with
quality and food safety. Continuous improvement by total committed
participation by all. Satisfying the changing needs of consumers
for total delight. Certainly improve the effectiveness of quality
and food management system. Increase the performance level of our
suppliers.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 9 -
M.T.R FOODS LTD, BANGALORE
A BIG MILESTONE
On Feb 13th 2007 Norwegian Food Company ORKLA Foods has acquired
MTR Foods Ltd in a deal worth $80 million (Rs 354.08 crores) The
Norway based company presence in bakery, sea food, pizzas, taste
enhancers and snacks. In the past ORKLA has grown its international
preferences through acquisitions in Romania, Sweden, Denmark and
Iceland. ORKLA food is a part of ORKLA ASA. One of the Norways
largest listed companies with its core business being branded
consumer foods, specialty material and financial investments.
Nikals Stoltz has been appointed by ORKLA foods to act as
Integration Manager in connection with the acquisition of MTR foods
in India. According to the experts The acquisitions provides the
financial backing and an opportunity for MTR food to utilize and
distribution network of ORKLA and take MTR foods to Europe. ORKLA
may also distribute its products in India. A foreign country like
ORKLA would pay the kind of money MTR is looking for largely due to
three reasons. Besides getting grip on the Indian market, it causes
the brand and product to cater to the overseas
market, where theres a huge demand for Indian food. If ORKLA
wants, it can out source manufacturing to India, bringing
substantial cost savings.K.L.E SOCEITYS COLLEGE OF BUSINESS
ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 10 -
M.T.R FOODS LTD, BANGALORE
MTR foods already exports to the US, UK, Aus.
Milestones
1926 Gnanappa Maiya starts Brahmin Coffee house near Lalbhag
1950 Yajnarayana Maiya undertakes a European tour, on return in
corporate international standards of hygiene in restaurant Mavalli
Tiffin Room is started 1960 MTR shifts its premises to its present
location near Lalbhag front gate to accommodate the crowds 1976 MTR
starts to manufacture and sell Instant Rava Idli mix. Mtr became
pioneer of packaged in processed food in India 1983 MTR begin to
sell their products in nine most well known shopping store chains
in Bangalore such as Niligiris and Vijaya Bakery 1991 A plant set
up for manufacturing the packaged foods to accommodate volume 1994
The range of pickles startedK.L.E SOCEITYS COLLEGE OF BUSINESS
ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 11 -
M.T.R FOODS LTD, BANGALORE
1996 A fully automatic vermicelli plant with a manufacturing
capacity of one ton one hour is commissioned 1997 MTR Food Limited
is incorporated 2000 The MTR range of ready to eat products in
retort pouches is launched the technology provided by DFRL 2001 MTR
Ice cream range is launched 2002 MTR is awarded the ISO 9002 and
HACCP certification
2007 MTR launched the beverage drinks
PRESENT BOARD OF DIRECTORS
Name1. Mr. KJELL SUNDSHILL
DesignationCHAIRMAN DIRECTOR DIRECTOR DIRECTOR
2. Mr. SUDHIR GUPTA (DELHI) 3. Mr. PAL ERIK.JAHREN (NORWAY) 4.
Mr. ALTE VIDAR JOHANSEN (NORWAY)
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 12 -
M.T.R FOODS LTD, BANGALORE
5. Mr. SADANANDA MAIYA (BANGALORE)
DIRECTOR
AUDIT COMMITTEE
Mr. Gopalanathan: (CHAIRMAN)
Mr. S.N.Subramanya Mr. Anil Ahuja
Mr.P.Sadananda Maiya
Company Secretary Mr. V.Sridhara Navade
AWARDS
Bhargava Prashasti from Dakshina Kannadiga Vedike. K.M Karanth
Award.K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 13 -
M.T.R FOODS LTD, BANGALORE
SANMANA PATRA award from Central Excise for outstanding revenue
performance for the year 200102. 2004- Karnataka Commercial taxes
Department has awarded as honest tax payer. Life time award 2004
from all India food processing association. Certificate of merit
for excellent for excellent export performance during the year
2004-05 from APEDA Ministry of commerce and Industry, Government of
India. 2005- Best Vegetarian processed food 2005- Peta Proggy award
from people for the ethical treatment of animals. Use of Technology
award from Defense Food Research Laboratory for Ready To Eat
products has won the Presidents award. Narasimha award from Koota
Mahajagath.
PRODUT PROFILEBADAM DRINK LAUNCH (READT TO DRINK)MTR RTD BADAM
DRINK is an aromatic milk based beverage. The milk used is toned
and homogenized to maintain the product thickness and consistency.
The BADAM (Almonds) being procured from Blue DiamondK.L.E SOCEITYS
COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 14
-
M.T.R FOODS LTD, BANGALORE
Growers, California, U.S. which gives natural flavour with
saffron and cardamom. The drink is mildly creamy and rich nutty
flavour of sliced /flaked Almond added with pure saffron to make it
a delicious drink. The product is commercially sterilized. The
properties of the almond and the other ingredients are well
maintained using the canning technology. Almonds are highly
nutritious because they are packed with concentrated food
components like proteins, fats, cellulose, minerals, carbohydrates
of high solubility and vitamins, contrary to common belief, they
actually lower cholesterol free, when embedded with milk and
saffron makes the product wholesome for all ages. The medicinal
property of nuts, complexion and glow skin is imparted in presence
of pure saffron. Therefore it is also recommended for its health
values of everybody.
PRODUCT MTR BADAM DRINK is made from pure milk, homogenized and
toned to get the best consistency. Natural BADAM FLAKES imported
from Blue Diamond Growers, California, as one of the ingredients
which makes it a RICH HEALTH DRING. The best of saffron which gives
it the NATURAL COLOUR and FLAVOUR. Added taste of real cardamom.
Retorted to give a shelf life of 180 days.
PACKINGK.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION
LINGARAJ COLLEGE, BELGAUM. - 15 -
M.T.R FOODS LTD, BANGALORE
A beautiful imported can (food grade) with a good hold and
strong body. An easy-open seal with clear opening instructions. A
dispenser pack which has a very good display value.
The dispenser pack is SHRINK WRAP in order to avoid pilferage.
The can displays all nutritional facts and caloric value. A very
handy pack during travel. Contains lot number, Pkd, MRP. Volume of
can 250ml and 24 cans in one dispenser that equals 6 liters.
OBJECTIVES To meet the unsatisfied demand that is existing for a
NEW HEALTH DRINK. To highlight the uniqueness of MTR BADAM DRINK.
To give consumers one more attractive variety in the MTR PORTFOLIO.
To upgrade consumers who are in search for an alternative to FIZZ
To make MTR BADM DRINK as everyones Favourite for all seasons.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 16 -
M.T.R FOODS LTD, BANGALORE
RESEARCH ONMTR READY TO DRINK- BADAM DRINK STATEMENT OF THE
PROBLEM
The study is conducted to know the CONSUMER BEHAVIOUR ON READY
TO DRINK BADAM DRINK. To suggest measures to improve sales of the
company and others problems faced by the retailers. The product is
first launched in 2007 November only in Bangalore at rupees 20 for
250 ml where the company could not meet the supply which was
demanded in the market. After watching this scenario the company
launched on January 27, 2008 in all the places of the MTR
distribution area at rupees 22 for 250 ml, then also the sales
continued to perform good as it was the summer season at this time
the product got lot of complaints in packing small crack line in
the tin, the Badam milk contained in the tin got curdle so the
company took back the products from the market. In June 2008
Company Re-launched the product with overcoming all the complaints
and improved in the quality consciousness and also improving the
richness in the nutrient contents, and company imported the tins
from Taiwan and also installed a big, expensive machinery to
maintain the Quality. This time the product launched at rupees 25
for250 ml, the sales came down.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 17 -
M.T.R FOODS LTD, BANGALORE
RESEARCH DESIGNDescriptive researchIs focused on the accurate
description of the variable in the problem model. Consumer profile
studies, market potential studies, product usage studies, attitudes
surveys, sales analyses, media research and price surveys. Study
focuses on gathering and providing information regarding the
consumers of MTR Food specially RTD Badam Drink. This research
provides inputs in undertaking the perception of customers brand
awareness towards MTR Badam Drink. It provides information
regarding customers in terms of quality, price, availability,
quantity.
RESEARCH APPROACH: Survey Method where collection of information
directly from respondents. METHODOLOGY
SAMPLE SIZE : For this survey we have taken50 retailers 150
consumers AREA OF RESEARCH: BANGLORE CITY
SOURCES OF DATA
PRIMARY DATA SOURCE - primary date are data freshly gathered for
a specific purpose or a specific research project. a) Personal
interview of Retailers and Consumers. b) Opinions of Sales
Executives.K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION
LINGARAJ COLLEGE, BELGAUM. - 18 -
M.T.R FOODS LTD, BANGALORE
SECONDARY DATA SOURCE - Is the data published previously and
usually by someone for other purpose. a) Company web sitesb) Search
engines c) Previous reports
MEASUREMENT TECHNIQUEQuestionnaire is a formalized instrument
for asking information directly from a respondent. Questionnaire is
the most common instrument used to collect primary date,
questionnaire need to be carefully developed, tested and debugged
before they are administered on a large scale. We have used both
Closed end question and Open ended question. Questionnaire was
formulated in such a way that gives all necessary information. This
primary data is collected in a survey carried out around Bangalore.
The information is collected through the questionnaire prepared
keeping in mind the retailers and consumers. Which will be
analyzed, by preparing tables and charts.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 19 -
M.T.R FOODS LTD, BANGALORE
LIMITATIONS OF THE STUDY SAMLPE SIZE: Sample selected may not be
depict the whole population or universal response. The
sample size taken is very limited due to which a very accurate
study is not possible and also have a huge market as the study is
only limited to Bangalore.
TIME CONTRAINT: the study is very time consuming as the
questionnaire have to be filled by the
retailer and consumer and lot of retailers and consumers dont
prefer to give time for these questionnaire.
GEOGRPHICAL AREA: the study is not done on the basis of balanced
geographical location as the study is only limited to the people of
one city. Thus the research done is not very reliable.
BIAS: the study can even be bias as retailers and customer may
not respond properly and satisfactorily
and give bias answers may not respond properly and
satisfactorily and give bias answers according to their choices and
not give proper light to the problems they faced on the trip.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 20 -
M.T.R FOODS LTD, BANGALORE
Table and Chart No - 1From how many months you are selling the
MTR RTD Badam Drink in your store.
DURATIONSINCE 1-3 MONTHS SINCE 4-6 MONTHS SINCE 7-12 MONTHS
SINCE LAST YEAR TOTAL
NO OF RESPONDENTS2 7 5 36 50
PERCENTEGE4% 14% 10% 72% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 21 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above table shows that 72% of the
retial outlets are selling the MTR RTD Badam drink since launched
in the market. 14% of the outlets have started since last 4-5
months, and 10% and 4% of the retailers have strated selling since
last 7-9 months and last 1-2 months respectively.
Table and Chart No -2Performance ratings of MTR RTD Badam drink
in the market.
SALES PERFORMANCEINCREASE STABLE DECREASE Total
NO OF RESPONDANTS13 19 18 50
PERCENTAGE26% 38% 36% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 22 -
M.T.R FOODS LTD, BANGALORE38%
40% 35% 30% 25% 20% 15% 10% 5% 0% A 26%
36%
INCREASE STABLE DECREASE
B
C
Analysis and InferenceThe Bar Chart shows that the sales of the
MTR RTD Badam is stable by 38% from the retailers point of view and
36% of the retailers say that the sales is decreasing, and only 26%
of the retailers say the sales of the product is increasing since
they are started the sales.
Table and Chart No - 3Rating done since the MTR RTD Badam drink
is being sold in their outlet.
RATINGSPOOR FAIR AVERAGE GOOD EXCELLENT Total
NO OF RESPONDENTS2 8 23 15 2 50
PERCENTEGE4% 16% 46% 30% 4% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 23 -
M.T.R FOODS LTD, BANGALORE
Analysis and Inference:This chart shows that 46% of retailers
say the Sales have been Average as compared to the other Badam
drink in the store, 30% of them have said Good, 4% excellent, 16%
and 14% have said fair and poor respectively. This shows that
higher percent of retail stores sales of MTR RTD Badam Drink is
performing on an Average.
Table and Chart No 4Rating done in terms of QUALITY of MTR RTD
Badam Dink
RATINGSPOOR FAIR AVERAGE GOOD EXCELLENT Total
NO OF RESPONDENTS0 1 4 30 15 50
PERCENTEGE0% 2% 8% 60% 30% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 24 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThis chart shows that 60% of retailers say
the Quality have been Good, 30% of them have said Excellent, 8%
average, 2% have said fair. This shows that higher percent of
retailer says Quality of MTR RTD Badam Drink is Good and Excellent
from the consumer point of view.
Table and Chart No - 5Rating done in terms of TASTE of MTR RTD
Badam Dink
RATINGSPOOR FAIR AVERAGE GOOD EXCELLENT Total
NO OF RESPONDENTS0 0 3 38 9 50
PERCENTEGE0% 0% 6% 76% 18% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 25 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThis chart shows that 76% of retailers say
the Taste have been Good, 30% of them have said Excellent, 8%
average, 2% have said fair. This shows that higher percent of
retailer says Taste of MTR RTD Badam Drink is Good and Excellent
from the consumer point of view.
Table and Chart No - 6Rating done in terms of SUPPLY of MTR RTD
Badam Dink
RATINGSPOOR FAIR AVERAGE GOOD EXCELLENT Total
NO OF RESPONDENTS0 2 1 17 30 50
PERCENTEGE0% 4% 2% 34% 60% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 26 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThis chart shows that 60% of retailers say
the Supply have been Excellent, 34% of them have said Good, 2%
average, 4% have said fair. This shows that higher percent of
retailer says Supply of MTR RTD Badam Drink is Excellent and Good
from the retailer point of view.
Table and Chart No - 7Complaints received from the consumers
Complaints receivedYes No Total
NO OF RESPONDENTS29 21 50
PERCENTEGE58% 42% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 27 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThis chart shows that 42% of retailers
have complaints from the consumer point of view on MTR RTD Badam
Drink. 58% of people have no complaints about the product. This
shows that
Table and Chart No - 8Consumer awareness of MTR RTD Badam
Drink
RATINGSExcellent Very good Good Fair Poor Total
NO OF RESPONDENTS PERCENTEGE3 24 12 9 2 50 6% 48% 24% 18% 4%
100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 28 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 48% of
consumers have Very Good awareness of the MTR RTD Badam Drink from
the retailers point of view, 6% of them have excellent, 24% of them
Good, 13% and 4% of them have Fair and Poor respectively. This
shows that major percent of consumers are aware of MTR RTD Badam
Drink.
Table and Chart No - 9Consumer perception of buying MTR RTD
Badam Drink
ChoicesBrand Name Price Quality others Total
No. of Respondents41 0 4 5 50
Percentage82% 0% 8% 10% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 29 -
M.T.R FOODS LTD, BANGALORE
Analysis and Inference
This Chart shows that 82% of consumers go by Brand Name while
selecting MTR RTD Badam drink, 8% and 10% of consumers go by
quality and other factors. This shows that Brand Name plays a
important role while selecting a MTR RTD Badam drink.
Table and Chart No - 10Effective Promotion tools for MTR RTD
Badam as per Consumer perception.
ToolsTelevision Banner Print Media Company Outlets Demos Others
Total
No of Respondents38 6 1 0 4 1 50
Percentage76% 12% 2% 0% 8% 2% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 30 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThis chart shows that 76% of retailers say
Television is the effective promotion tool to promote the MTR RTD
Badam Drink as per the consumers perception. 12% of them say
Banner, 8% and 2% of them say Demos and Others respectively. This
shows that Television plays a vital role in promoting the product
from the consumer perception.
Table and Chart No - 11Potential customers of MTR RTD- Badam
Drink
Potential customersYes No Total
No of Respondents47 3 50
Percentage94% 6% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 31 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above Pie Chart shows that 94% of the
Potential customers are satisfied of MTR RTD Badam drink, and only
6% of the customers are not satisfied. This shows that majority of
the potential customers are satisfied.
Table and Chart No - 12IF THE COMPANY COMES UP WITH SMALL
QUAINTITY TETRA PACK
Small Quantity(Tetra)Yes No Total
No of Respondents38 12 50
Percentage76% 24% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 32 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above Pie Chart shows that 76% of the
retailers would accept the launch of Small quantity Tetra Pack, and
24% of the retailers would say not accept. This shows that major
part of the retailers will accept the launch of RTD Badam drink in
Small Quantity Tetra Pack.
Table and Chart No - 13IF THE COMPANY COMES UP WITH SMALL
QUAINTITY TIN CAN
Small Quantity(Can)Yes No TOTAL
No of Respondents31 19 50
Percentage62% 38% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 33 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above Pie Chart shows that 62% of the
retailers would accept the launch of Small quantity Tin Can, and
38% of the retailers would say not accept. This shows that major
part of the retailers will accept the launch of RTD Badam drink in
Small Quantity Tin Can.
Table and Chart No - 14IF THE COMPANY COMES UP WITH LARGE
QUAINTITY (FAMILY PACK)
Large QuantityYes
No of Respondents6
Percentage12%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 34 -
M.T.R FOODS LTD, BANGALORE
No Total
44 50
88% 100%
Analysis and InferenceThe above Pie Chart shows that 88% of the
retailers would not accept the launch of Large quantity Family
Pack, and 12% of the retailers would accept. This shows that major
part of the retailers will not accept the launch of RTD Badam drink
in Large quantity Family Pack.
Table and Chart No - 15IF THE COMPANY COMES UP WITH LESS
PRICE
Less PriceYes No
No of Respondents41 9
Percentage82% 18%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 35 -
M.T.R FOODS LTD, BANGALORE
Total
50
100%
Analysis and InferenceThe above Pie Chart shows that 82% of the
retailers would accept the reduction in the price of the MTR RTD
Badam Drink, and 18% of the retailers would not accept. This shows
that major part of the retailers will accept the reduction in price
of the MTR RTD Badam Drink.
Table and Chart No - 16Retailers Satisfaction towards service
provided by the Distributors
SatisfiedYes No
No of Respondents47 3
Percentage94% 6%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 36 -
M.T.R FOODS LTD, BANGALORE
Total
50
100%
Analysis and InferenceThe above Pie chart shows that 94% of
retailers are satisfied with the service provided by the
distributor and 6% of the retailers are not satisfied. This shows
that majority of the retailers are satisfied with the service
provided by the distributor on MTR RTD Badam drink.
Table and Chart No - 17Awareness of Consumers about Natural
Badam Drink available in the market
Company
No of Respondents
Percentage
MTR 58 39% AMUL 34 23% NANDINI 44 29% Other Local Drink 14 9%
TOTAL 150 100% K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION
LINGARAJ COLLEGE,BELGAUM. - 37 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceAs per the above chart 39% of consumers
are aware that MTR RTD natural Badam Drink is the natural Badam
Drink available in the market and remaining 23%, 29% and 9% of
Consumers are aware that Amul, Nandini and Other local drinks are
the natural Badam drink available in the market respectively.
According to this chart, we come to know that highest percent of
consumers are aware that MTR RTD Badam Drink is a Natural Badam
Drink available in the market.
Table and Chart No - 18How the people come to know about the MTR
RTD Badam Drink
CompanyPRINT MEDIA SUPER MARKET FRIENDS GENERAL AWRENESS
TOTAL
No of Respondents16 62 22 50 150
Percentage11% 41% 15% 33% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 38 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 41% of
Consumers came to know about the MTR RTD Badam Drink from the
displays in the Supermarket, 33% from General awareness, 15% from
the Friends and relatives, 11% from Print media, this shows that
major part of consumers came to know about this product is from
Supermarket and General awareness.
Table and Chart No - 19Number of times people consume MTR RTD
Badam Drink in a month
No of timesBelow 3 Above 3-Below8 Above 8-Below12 Above 12
TOTAL
No of Respondents74 60 04 12 150
Percentage49% 40% 3% 8% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 39 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 8% of consumers
consume MTR RTD Badam Drink regularly, 3% of them consume
occasionally, 40% of them consume rarely, 49% of them consume twice
or thrice a month. This shows that major percent of consumers use
the product rarely or twice - thrice a month.
Table and Chart No - 20
The consumers consideration about MTR RTD Badam Drink is a
Natural Badam Drink
Degree of AgreeStrongly Agree Agree Neither agree nor Disagree
Disagree Strongly Disagree TOTAL
No of Respondents32 50 32 20 16 150
Percentage21% 34% 21% 13% 11% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 40 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 21% of the
consumers Strongly agree that MTR RTD Badam Drink in the only
natural Badam drink available in the market, 34% of them Agree, 21%
of them Neither agree or Disagree, 13% and 11% of them disagree and
strongly disagree respectively. This shows that major part of the
consumers Agree that MTR RTD Badam Drink is the only natural Badam
drink available in the market.
Table and Chart No - 21Consumer awareness of present MRP of the
MTR RTD Badam Drink
MRP18 above 20 above 22 above 25 TOTAL
No of Respondents6 32 28 84 150
Percentage4% 22% 18% 56% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 41 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 56% of the
consumers are aware of the present rate of MTR RTD Badam Drink
prevailing in the market, 22% of the consumers are still known with
the old price, 18% and 4% of the consumers just aware of the
approximate price. This shows that the most of the consumers are
conscious about the price of the product while purchasing.
Table and Chart No - 22Consumer preference of PRICE while
selecting MTR RTD Badam Drink MRP RANK 1st RANK 2nd RANK 3rd RANK
4th TOTAL No of Respondents 8 18 54 70 150 Percentage 5% 12% 36%
47% 100
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 42 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 47% of the
consumers have ranked price has a least preferred factor, followed
by 36%, 12% and 5% respectively. This shows that the major part of
consumers prefer the PRICE as a least part while preferring or
consuming.
Table and Chart No - 23
Consumer preference of QUALITY while selecting MTR RTD Badam
Drink
MRPRANK 1 RANK 2nd RANK 3rd RANK 4th TOTALst
No of Respondents82 52 12 04 150
Percentage54% 35% 8% 3% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 43 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 54% of the
consumers have ranked QUALITY has a most preferred factor, followed
by 35%, 8% and 3% respectively. This shows that the major percent
of consumers are very much conscious about the QUALITY as a major
part while preferring or consuming.
Table and Chart No - 24Consumer preference of TASTE while
selecting MTR RTD Badam Drink
MRPRANK 1 RANK 3st
No of Respondents48 70 22 10 150
Percentage32% 46% 15% 7% 100%
RANK 2ndrd
RANK 4th TOTAL
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 44 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 46% of the
consumers have ranked TASTE has a second most preferred factor,
followed by 32% as the most preferred, 15% and 7% as the least
preferred respectively. This shows that the major percent of
consumers are conscious about the TASTE as a second major part
while preferring or consuming.
Table and Chart No - 25Consumer preference of AVAILABILITY while
selecting MTR RTD Badam Drink
MRPRANK 1st RANK 2nd RANK 3rd RANK 4th TOTAL
No of Respondents10 14 62 64 150
Percentage7% 9% 41% 43% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 45 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 43% of the
consumers have ranked AVAILABILITY has a least preferred factor,
followed by 41% as a second least preferred, 9% and 7% as the most
preferred respectively. This shows that the major percent of
consumers are least preferred of AVAILABILITY while preferring or
consuming.
Table and Chart No - 26MTR RTD Badam Drink provided CHILLED by
the retailer to the consumer
OpinionYes No TOTAL
No of Respondents118 32 150
Percentage79% 21% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 46 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above pie chart shows that 79% of the
consumers are being provided MTR RTD Badam Drink chilled and rest
of 21% are not being provided chilled. This shows that major
percent of consumers are being provided MTR RTD Badam Drink chilled
every time in the store while purchasing.
Table and Chart No - 27Consumer opinion on the Sugar Free MTR
RTD Badam Drink
OpinionYes No TOTAL
No of Respondents110 40 150
Percentage74% 26% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 47 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above pie chart shows that 74% of
consumers would accept the Sugar Free MTR RTD Badam Drink being
provided in the market and 26% dont accept the Sugar Free Drink.
This shows that major percent of consumers accept Sugar Free MTR
RTD Badam Drink.
Table and Chart No - 28Number of the consumers stopped or
changed consuming MTR RTD Badam Drink Opinion Yes No TOTAL No of
Respondents 14 136 150 Percentage 9% 91% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 48 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above pie chart shows that only 9% of
consumers have stopped or changed consuming the MTR RTD Badam Drink
and Rest of 91% of consumers are continuing with consumption the
product. This shows that major percent of consumers are continuing
with the consumption the product without any complaints.
Table and Chart No - 29Consumer preference of Badam Drink other
than MTR RTD Badam Drink
BrandsAmul Nandini Other TOTAL
No of Respondents44 76 30 150
Percentage29% 51% 20% 100%
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 49 -
M.T.R FOODS LTD, BANGALORE
Analysis and InferenceThe above chart shows that 51% of
consumers prefer Nandini Badam Drink, 29% of them Amul, and 20% of
them Other Local Drinks. This shows that the major preference of
consumer other than MTR RTD Badam Drink in taken by Nandini
followed by Amul.
FINDINGS The sales performance of MTR RTD Badam drink is stable
and less percent in the decrease of sales. As compare to the other
Badam Drink in the market the sales is average. Taste and Quality
of MTR RRTD Badam Drink is very good according to the
consumers.K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION
LINGARAJ COLLEGE, BELGAUM. - 50 -
M.T.R FOODS LTD, BANGALORE
Supply is excellent by the distributors when it comes to RTD
Badam Drink. Major part of complaints of consumers is on price.
Major percent of consumers are very good aware of the Badam Drink
but less percent of consumers agree it as a Natural Badam Drink.
Most of the consumers perception of buying MTR Badam Drink is on
its Brand Name.
Television plays a vital role in promotion of the RTD Badam
Drink.
Special Displays in Super market will create good awareness of
the RTD as a Natural Badam Drink
Retailers are finding difficult in selling 250ml Badam Drink
with a high price. Product is facing tough competition with high
price, so it is not reaching mass consumers.
The drink is considered as a occasional or rare drink in the
minds of consumers. Consumers are not getting the drink chilled
every time. Most of the consumers are awaiting for sugar free
drink. Most of the consumers are moved to the other company Badam
drink due to the hike in price.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 51 -
M.T.R FOODS LTD, BANGALORE
Recommendations
The company have to come up with the less price for the RTD
Badam drink as like Rs.20-22 for 250ml The company might come up
with small quantity tetra pack of 150ml at Rs.15; Small quantity
can of
180ml at Rs.18.
Ads in the television should be given to promote the product,
which is the effective promotion tool for the RTD Badam Drink.
The special displays in the Super Markets to attract large
number of consumers. The retailer should be suggested to sell the
product in chilled form every time. The company might come up with
Sugar free drink to reach the old age category of people, where
this
category of people is more loyal towards the MTR Brand.
The product should be promoted to create awareness that MTR RTD
Badam Drink is the only Natural Badam Drink available in the
market.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 52 -
M.T.R FOODS LTD, BANGALORE
CONCLUSION
After conducting a thorough survey and research on MTR RTD Badam
Drink has been found that the product has a greater strength in
terms of Quality, Taste, Availability but Price is the main factor
influencing the performance of the drink. As this drink as its
uniqueness of Only Natural Badam Drink available in the market. It
can be concluded that RTD Badam Drink has a good opportunity to
increase its market share in mere future by resetting its pricing
strategies and also coming up with the new packaging.
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 53 -
M.T.R FOODS LTD, BANGALORE
BIBLIOGRAPHY
BOOKS PHILIP KOTLER TULL and HAWKINS Research related books
WEB SITES www.mtrfoods.com www.google.com
www.msnresearch.com
K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ
COLLEGE, BELGAUM. - 54 -