The document provides an overview of the packaged food industry and ready-to-eat (RTE) food segment in India. It notes that the packaged food industry in India could reach $30 billion by 2015. The RTE food market is a new concept that is growing rapidly due to increasing disposable incomes, changing lifestyles, and a need for convenience. Popular brands like Haldiram's and ITC have entered the RTE market with a variety of products. Their marketing strategies include segmentation, targeting, product development, pricing, placement, and promotion tactics. Both companies face opportunities and threats from increasing competition in the growing Indian RTE food industry.

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2. Table Of Contents
1. Introduction
2. Industry Highlights
3. Popular Brands & Its Products
4. Haldiram
 STP
 4P’s
 SWOT Analysis
5. ITC
 STP
 4P’s
 SWOT Analysis
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3. Introduction
 India has become one of the fastest-
growing markets for packaged food in the
world.
 Sales of Packaged Food in India by
Region in 2011:
East and Northeast: 21%
North: 39%
South: 18%
West: 22%
 India's packaged food industry could
touch $30 billion by 2015.
 The most promising sub-sectors includes
– Beverages, Frozen Foods, Nutrition
Staples, RTE meals, etc.
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4. Industry Highlights
What are RTE foods
Reasons for RTE foods to enter Indian Market
Consumer Types
Consumer Preferences
Growth in the RTE segment
OUTLINE
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5. Ready To Eat Food
 Processed
 Require little/No preparation
 RTE market - New concept in
India
 Immense potential
 Fastest growing sector
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6. Reasons For Market Penetration
Global Indians Migrant Working
NRIs Population
Indian look for traditional Need for on-the-go products
Home cuisine abroad Convenience is priority
Busy Schedule Less time Improved standard of living
Western Influence Dual Incomes
Urban More
Lifestyle Income
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7. Types of Consumers
Consumers Needs
Consumer Preferences
CONSUMER MARKET
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8. Consumer Market Types
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9. Consumer Preferences
 Good for health
 Easy To Digest
 Natural Ingredients
 Less on Spices
and Additives
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10. Consumer Preferences
 Value for Money
 Smaller Packaging
 Long Storage Life
 No Loss of flavor
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11. Consumer Preferences
 Tasty
 Variety of flavors
 Trendy Packaging
 Quick Preparation
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12. Consumer Needs
 Tasty and Healthy
 Rapid Cooking
 Handy Packaging
 Convenient
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13. Tata Strategic Management Group (TSMG)
Survey: Ready to Eat Food in Metropolitan Cities Estimate
Market for Breakfast-mixes in India
GROWTH OF RTE SECTOR
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14. Analysis: Tata Strategic Management Group (TSMG)
 TSMG leading management
consultancy firm in South Asia.
RTE Market in India
3000
2900  Factors Contributing to growth
2500 RTE Market in
India
 Cold chain development
2000
Figures in Crore
1500  Increasing disposable incomes
1000
 Diminishing culinary skills
500
128
0  Need for convenience on the
2006 2015 demand side
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15. Survey: Ready To Eat Food In Metropolitan Cities
Responses from 3000 Bachelors
representatives households
(10 metros in INDIA)
14 Households 28
 With Children Prefer
RTE
 Without Children 72
Prefer
RTE
 Nuclear Families 86
Working
Women
 Bachelors
33
Prefer
Study conducted by ASSOCHAM (Jan 2011) RTE
Associated Chambers of Commerce & Industry of India 67
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16. Market For Breakfast Mixes In India
2008 2009 2010 2011
-Figures in Crores
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17. Popular Indian Products
Strategies adopted by Indian Players
POPULAR BRANDS & MARKETING
STRATEGY
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18. Major Players
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19. HALDIRAM’S
 Business started : 1937 in Bikaner
 Brand Value : $4 million
 Share in organised : 20%
market
 Export : USA(1993)
 Current Exports : $6 million
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20. Products
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21. Distribution Channel
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22. Market Segmentation
DEMOGRAPHIC SEGMENTATION
AGE AND LIFE CYCLE STAGE
INCOME
BEHAVIOURISTIC SEGMENTATION GEOGRAPHIC SEGMENTATION
BENEFIT SOUGHT ZONES
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23. Target Market
WOMEN
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24. Product Positioning
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25. Marketing Mix
 PRODUCT
 PLACE
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26. Marketing Mix
 PRICE
 PROMOTION
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27. Print Advertisement
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28. Social Media Advertisement
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29. Commercial
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30. SWOT Analysis
STRENGTH WEAKNESSES
EXCELLENT BRAND AWARENESS MANUFACTURING PROCESS NOT
COMPLETELY AUTOMATIC
TRUST OF CONSUMER INVOLVED ONLY IN INDIAN
SNACKS
PRODUCT VARIETY
HIGH MARKET SHARE
STRONG DISTRIBUTION CHANNEL
ATTRACTIVE PACKING
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31. SWOT Analysis
OPPORTUNITY THREAT
SOUTH INDIAN FOOD SEGMENT INCREASING COMPETITION
BAKED SNACKS CHANGE IN CONSUMER TASTES
HOME DELIVERY
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32. ITC
 ITC was established on August 24, 1910
as Imperial Tobacco Company of
India Limited in Kolkata.
 The name of the Company was changed
from Imperial Tobacco Company of India
Ltd. to India Tobacco Company Ltd. in
1970 and then to I.T.C. Ltd. in 1974
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33. Introduction
READY TO EAT & SNACKS
 Kitchen of India brand launched
in 2001.
 Bingo! was launched in March
2007.
 In July 2003, ITC forayed into the
Biscuits market with
the Sunfeast range of
Glucose, Marie and Cream
Biscuits.
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34. Segmentation
GEOGRAPHIC (ITC PRODUCTS ARE AVAILABLE
ALL OVER THE WORLD)
 RURAL
URBAN
DEMOGRAPHIC ( ITCS PRODUCTS ARE MADE
FOR EVERYONE)
AGE
GENDER
OCCUPATION
PSYCBOGRAPHIC ( SUITS ALL LIFESTYLE)
LIFESTYLE
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35. Targeting
Betting big on the farm sector, ITC is
planning to increase its penetration in
the rural areas like Uttar
Pradesh, Madhya Pradesh, Rajasthan
and Maharashtra to get better return
for their produce.
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36. Positioning
In 70’s ITC has positioned itself by saying
 For the gracious people
 A touch of gold
It is still differentiating itself on purity and
quality of its experience
 The brand stands for celebratory
attitude, celebrate the feeling is the
new message .
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37. Product Mix
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38. Product Mix
Driven by 6 brands-
 Aashirvaad – Staples (Wheat
flour, Salt, Spices), RTE
 Sunfeast – Biscuits, Noodles &
Pasta
 Bingo! – Snack Food
 Mint-O & Candyman –
Confectionery
 Kitchens of India – RTE,
Premium conserves & chutneys
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39. Price Mix
KOI…
Chicken Darbari—Rs.130
Murg Methi—Rs.130
Paneer Darbari –Rs 100
Desserts - Rs.100-130
BINGO…
Rs.5
Rs.10
Rs.20
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40. Place Mix
 ITC already had a well-established
distribution network.
 Dealers are part of Marketing Team.
 Attractive incentive linked with high
volume are given to the dealers.
 E-chouppal
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41. Promotion Mix
Combination of---
Personal selling
Advertising Sales
Promotion
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42. Print Advertisement
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43. Social Media Advertisement
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44. Commercial
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45. SWOT Analysis
Established Family Brand  Growing package and canned food market in
Strong Global Corporate Brand ( NIL ) India by 15% annually.
Specialization in food processing category High brand awareness of Indian consumer
marketing and distribution in Urban market  Other product category like Biscuits, Chips
Presence of other product segments of food and Ready to Eat Market still unexplored.
category : Dairy Products, Chocolate, Infant foods Opportunity to be substitute to other snacks
category of food products
Category Internationally
 Single product focused competitors like
Generic brand in India
haldiram.
 Low rural market presence constraints
 Less Entry Barriers in the Market segment for
 Uniform Brand for all food category
product category
 Brand Proliferation
 ITC strong base in Indian Market
 Substitute Product to Product Segment.
competitors with long history in product
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46. ITC
 Haldiram has a simple  ITC already had a well-
distribution channel. established distribution
network.
 They have started dealing in
frozen food.  No frozen food
 Advertisement through word  Incurs high advertisement
of mouth only. costs.
 Traditional sweets are present  Presence of traditional items
in there product line. is absent.
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47. ITC
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48. ITC
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49. ITC
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50. Arihant Jain
Akhil Kharbanda
Abhishek Arora
Prerna Aggarwal
Kanika Hans Group No. 8 50