An in-depth analysis of MTR, their marketing strategies, the financial aspect and the HR aspect with a special focus on MTR beverages

1. By:
Mriganka Sekhar Das
MBA I
A presentation on
MTR
Product : MTR
beverages

2. Sector
Analysi
s

3. FMCG
27%
Auto
8%
Ecommerce
8%
Retail
7%
Telecom
6%
BFSI
5%
Education
5%
Services
4%
Cons. durables
4%
Real Estate
3%
Others
23%
CONTRIBUTION
Sector
Analysis
What is FMCG
?

4. 23%
19%
16%
15%
27%
Part by part contribution
Haircare
Foods and beverages
Health supplements
Oral Care
Others
Constituents of
FMCG

5. Porter’s 5 Forces
1. Intensity of rivalry within the
industry: Very high
2. Threat of substitute products: High
3. Bargaining power of customers: High
4. Threat of new entrants: Modest
5. Bargaining power of suppliers: Low

6. Company
Information

7. Company
Information
• Origin
• USP
• Core Values
• Leadership
• Current Status
38%
62%
Market Share
MTR
Others

8. Product
Portfolio

9. Haldiram
(800$ m)
Maiyas
(82.4$ m)
Bikanervala
(13.8 m)
Balaji
(473.3$ m)
Competi
tor
Analysis

10. Marketing
Perspectiv
e

11. • Strengths: Cheap with high nutrition value and
thicker content.
• Weaknesses: No diversification
• Opportunities: The beverage industry of India
is estimated to be around USD 230 million.
MTR saw this as an opportunity and
diversified into beverages.
• Threats: Competitors are gaining on them as
they more products under this category.

12. Segmentation Targeting Positioning
Geographic,
Demographic,
Psychographic
Price and Health
conscious teenagers,
People who loved the
taste of those once-
upon-a-time badam
shake carts
Has utilized an
already established
brand image to
position their product
as a superior quality
drink

13. MTR beverages are
in the growth stage
of PLC.
The product is
finally being
accepted in the
market, and as a
result sales and
revenues have
started to increase.

14. BCG
Matri
x
Question marks are the brands
that require much closer
consideration.
They hold low market share in
fast growing markets
consuming large amount of cash
and incurring losses. It has
potential to gain market share
and become a star, which would
later become cash cow. As these
are the trends that the MTR
beverages are showing, our
assumption can be said to be
true.

15. 82500
82600
82700
82800
82900
83000
83100
83200
83300
83400
83500
Mar-19 Mar-18 Mar-17
Sales
Sales
Last 3 years sales Explanati
onGrowth: The
factors are quick
adaption by
companies and
tech innovations.
Degrowth: The
factors are
declining rural
demand and high
input cost.

16. Finance
Perspectiv
e

17. Freehold Land
Land Improvement
Buildings
Plant and Machinery
Office appliances &
furniture
Plants
Patents, trademarks and
designs
Fixed
Assets
Total Value – 369 Cr in
2018 and 315 Cr in
2017 (approx.)

18. • Working capital is a financial metric
which represents operating liquidity
available to a business, organization or
other entity, including governmental
entities.
• Along with fixed assets such as plant
and equipment, working capital is
considered a part of operating capital.
Working Capital (2019):
28075.18 – 18352.87 =
9722.31 Cr
Working Capital (2018):
77946.28 – 71517.15 =
6429.13 Cr
Working Capital

19. Ratio
Interpretation
Performance Ratios
ROCE (%)(Return on capital employed) 33.08 36.84
Asset Turnover(x) 2.08 2.26
Inventory Turnover(x) 11.97 12.76
Financial Stability Ratios
Total Debt/Equity(x) 0.02 0.12
2018 2017

20. HR
Perspectiv
e

21. Based on these factors :
• Function
• Geography
• Product
Organizational
Structure

22. JD Analysis of MTR (Skills
preferred)
Challenge Seekers
Eagerness to learn
Hard and smart
workers
Well groomed in
ethics
Leadership (but
should also be
able to follow)
Analytical Skills
Sound knowledge
of core
management
concepts
Disciplined
Technical skills
(specific to the
department)

23. YOUNG PROFESSIONALS
DEVELOPMENT
PROGRAMME (YPDP)
GRADUATE ENGINEER
TRAINEE PROGRAMME
(GETP)
GRADUATE SALES
TRAINEE PROGRAMME
(GSTP)
Training
Requirements

24. Organizational Culture
Freshers are
given
opportunity
Extremely ethic
centric in
nature
Learning is a
priority
Diversity is
respected