Final bm1 ppt
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MTR Foods Limited is a company that started as a traditional restaurant in 1924 in Bangalore, India. It incorporated in 1975 and started producing packaged food products, focusing on authentic vegetarian south Indian cuisine. It has since emerged as a food technologist and expanded its brand portfolio to include various spices, pickles, and ready-to-eat foods. MTR has pursued various brand strategies over the years, such as brand extensions, line extensions, and entering new markets. It aims to grow its revenues three-fold by 2015 by continuing to expand its product range and focus on brand awareness and promotion.
Final bm1 ppt
- 1. MTR FOODS LIMITED By, Neha Raghuwanshi (49) Nidhi Maheshwari (50) SakshiGupta (75) Shashi Shekhar Sharma (79) Shashikant Sharda (80)
- 2. FLAVOURFUL HISTORY Started as traditional Restaurant by MavalliTiffin 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.
- 3. BRAND PORTFOLIO Khara Boondi Garam Masala Mango Pickle Lime Pickle Biryani Macroni
- 6. BRAND POSITIONING Identification ofTarget Market Nature of Competition Points-of-Parity Points of Difference
- 8. 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
- 9. BUSY AND YOUNG: Tasty Variety of flavors Trendy packaging Quick preparation
- 10. POINTS OF DIFFERENCE 100% Natural Unparalleled Taste And Flavor Uncompromising Food Quality Technology Vegetarianism
- 11. NATURE OF COMPETITION Product Type: Ready to Eat Product Class: Food Processing Industry POINTS-OF-PARITY Same target market Competitive pricing More or less same number of variants
- 12. Brand elements ▪ Transferability Karnataka sambar is sweeter, more yellow. InTamil 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
- 13. 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.
- 14. Line Extension MTR Meal Mixes MTR Breakfast Mix Range Brand Strategy Masala Sweets Snacks Beverages Soups
- 15. 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
- 16. CUSTOMER BASED BRAND EQUITY MODEL Quality Food items: Likability Relevance Superiority Consistent delivery on taste with the purest ingredients at affordable price Strong Brand Resonance Loyalty Loved Brand Pure and Perfect Joy, Richness, Health andConvenince High recognition In RTE Market
- 17. APPROACHES TO REVITALISATION Expanding Brand Awareness Improving Brand Image Entering New Markets
- 18. 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.
- 19. Increasing the frequency of consumption Currently snacking is not limited to just tea, customary accompaniment during meals and indispensable during festivities.
- 20. 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
- 21. 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
- 22. 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.
- 23. 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
- 24. LINE BRANDING MTR Ready to Eat Breakfasts mixes Beverages Snack Mixes Share same brand concept and they do complement each other.
- 25. 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 theYouTube. 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
- 26. 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)
- 27. 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)
- 28. WRAPPING UP ▪ Indian food industry fastest growing in world. ▪ Without commitment no goal can be achieved. ▪ MTR foods –A great success story.
- 29. THANK YOU