Ready to Cook "Mother's recipe"
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This document summarizes a study on consumers' awareness, perceptions and usage of ready-to-cook instant mixes, with a focus on Mother's Recipe products. The objectives were to identify awareness levels, assess product availability, understand usage frequency and consumer perceptions. The study found low awareness of Mother's Recipe as a brand and the ready-to-cook category. It also found that consumers suggested reducing prices. Overall, the movement in the ready-to-cook mix market is slow, with low brand recall and competitors offering similar products. The study provided recommendations to improve at the brand, product and retail levels.
Ready to Cook "Mother's recipe"
- 1. To study the Mother’s Recipe Ready to Cook versus competitors &perception of Ready to Cook Mixes Presented By: By: Akhilesh Sharma Balaji Institute Of modern management MM1214309
- 2. Objective of the study Identify the levels of awareness among consumers for Mother’s Recipe Ready to Cook To assess the availability of various Mother's Recipe products To find out how often consumers usage RTC To understand consumers perception and acceptability of various Mother's Recipe products
- 3. Growth of RTC sector 0 50 100 150 200 250 300 2005 2025 RTC Market size Estimation in India RTC Market in India Figures in `’000 Source: McKinsey Global Institute’s (MGI)
- 4. Survey: Ready to Cook Food in Metropolitan Cities Responses from 3000 representative households (10 metros in India) With Children Without Children Nuclear Families Bachelors 86 14 Households Prefer RTC 72 28 Bachelors Prefer RTC 67 33 Working Women Prefer RTC Study conducted By ASSOCHAM (Jan 2011) Associated Chambers of Commerce & Industry of India
- 5. Competitors analysis MTR Foods Pvt. Ltd. Hindustan Unilever Limited ITC Parampara Foods
- 6. Among Top 5 processed food manufacturers in India 7 vegetable special, 10 delicious Indian paneer special 4 breakfast mixes. Focus on Traditional Indian foods Extensive local advertisements
- 7. ITC- Two Brands - Kitchens of India & Ashirvaad Markets Indian food in US, UK, Europe & Australia 6 masala mix and 9 curry mixes Focus on selling Indian cuisine abroad Targets Global Indians
- 8. Promotions
- 9. Offers packaged Indian RTC & Soups Focus on Packaging No compromise on Quality Target Diet Conscious – Less cholesterol/Calories
- 10. Promotions • Targeted at couples • Tag Line: Restaurant Jaisa khana • The Add of the brand mainly focus on the functional attribute.
- 11. Competitive Price/Quantity than rivals. Expertise in websites & social Media. 26 variants
- 12. Promotions: Point of sale In shop Product display
- 13. 1. Tangles. 2. Apron. 3. Placement of product at Billing Counters. 4. Door Stickers. 5. Branding.
- 14. Tangles
- 15. Apron
- 16. Placement of product at Cash Counters
- 17. Door Stickers
- 18. Branding
- 19. Brands available-Number of Variants-Top 3 variants of each brand, MRP, Net weight, Average placement per outlet.
- 20. 1. Butter Chicken Masala Mix. 2. Hyderabadi Chicken Biryani. 3. Chicken Curry Masala Mix. Weight: 100g Price: Rs.40 Expiry: 11 Months Add: Water + Butter + Vegetables/chicken Average Placement : 10
- 21. 1. Chinese Schezuan. 2. Chicken Manchurian. 3. Chinese Chili. Weight: 55g Price: Rs.40 Expiry: 12 Months. Add: Water+ Panera + Vegetables/Chicken + Maida (in Manchurian) Average Placement:10
- 22. 1. Veg Biryani 2. Veg Kadhai. 3. Chana Masala. Weight: 50g Price: Rs.36 Expiry: 10 Months Add: Water + Curd +oil+ Vegetables/Chickens Average Placement:10
- 23. 1. Egg Gravy 2. Newbie Chicken 3. Paav Bhaji Weight: 80g Price: Rs.40 Expiry: 9 months Add: Water + Ghee + Vegetables/ Chicken Average Placement: 10
- 24. Outlets for RTC Placement Big Bazaar Modern Format Outlets Stand Alone Modern Format Outlets A-Class Outlets Chicken Shops
- 25. Total number of outlets visited in two months Route Name SAMFO’s MFO A-class B-class Chicken Shop Ulsoor 22 14 20 - - BTM Layout 10 16 5 - - Banashankari 10 15 15 10 3 Kormangala 4 5 4 1 - J P Nagar 7 15 13 3 - Rajaji Nagar 15 12 2 - - Jalahalli 9 15 15 5 1 Banaswadi 5 7 15 10 1 Marathalli 4 8 19 15 2 Total 86 107 108 44 7
- 26. Evaluate a company’s position 0% 10% 20% 0.101.00 BusinessGrowth Market Share BCG Matrix West East North South L o w H ig h High Low
- 27. Perception of Ready to Cook Mixes Sampling Units: Housewives, Working Women, Convenient seeker Research Design: Exploratory research was conducted to achieve goal of the project. Extent: Bangalore Sample Size: The sample size 75 Data collection Method: Primary Data, Secondary Data, Field Work
- 28. The following questions were asked to the customers to find out the awareness, brand image, perception and food eating habits.
- 29. What is your overall perception of the product Ready to cook instant mix? 5% 15% 20%60% Customer perception about RTC instant mix Poor Average Good Excellent
- 30. Which level of quality best describes Mother’s Recipe RTC? 10% 30% 60% Quality Low Quality Average Quality Good Quality High Quality
- 31. How you feel about the product RTC instant mix. 70% 10% 20% Value Excellent Good Average Not a Value
- 32. How important are these features as being a part of RTC instant mix? (a) Packaging (b) Color (c) Proportion (d) Price 5% 15% 80% Features Not Important Neutral Important Very Important
- 33. Would you be interested in buying it? 30% 10% 10% 50% Intrest in Buying RTC Not Interested Indifferent Somewhat Interested Very Interested
- 34. If offered a discount, would you be interested in buying this product? 5% 20% 20% 55% Interested in buying this product if offered discount Unlikely Not Sure Would Consider Likely
- 35. Which is your regular shopping place? 70% 5% 5% 20% Shopping place SuperMarket KiranaStore Other SuperMarket and kirana store
- 36. Which variant of Mother’s Recipe RTC instant Mix did u use? 25% 20% 5% 20% 20% 7% 3% Variant Use Paneer Butter masala Chicken Chettinad Poha Chicken Curry Butter chicken Chicken Biryani Vermicelli and Payasam
- 37. Findings Awareness of Mother's Recipe as a brand is very low amongst the consumers Awareness of RTC Mixes is also low This leads to a very low rate of trial of the product RTC is Niche as very few brands only offer products in this segment When asked about the of the product, many respondents suggested reduction in Price. Lot of retailers confused “RTC” with “Masala” which is a totally different thing.
- 38. Conclusion Movement of RTC is very slow. At least 80% of the customer does not know about the Mother’s Recipe RTC instant Mix. Very low recall of Mother’s Recipe brand. No company is doing very well in the market almost every competitor provides same variants in RTC.
- 39. Expected contribution from the study Based on the research of the Product, Market, Consumer and Competitors, the recommendations and suggestions are categorized into 3: Brand Level Product Level Retail Level
- 41. Thank You