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.

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