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

7. TARGET
MARKET

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