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TOWARDS READY TO EAT FOOD (ITC & MTR Company taken for example)
o IKRAM KHAN o RITESH TIWARI o SACHIN SHETTY
COLLEGE: UKSIMSR SUB: CONSUMER BEHAVIOR Submit to: PRATIKSHA PATIL MAM
India has made lot of progress in agriculture & food sectors since independence in terms of growth in output, yields and processing. It has gone through a green revolution, a white revolution, a yellow revolution and a blue revolution. Today, India is the largest producer of milk, fruits, cashew nuts, coconuts and tea in the world, the second largest producer of wheat, vegetables, sugar and fish and the third largest producer of tobacco and rice. Indian Government is providing more infrastructures for this sector. Excise duty is now ZERO % on RTE and 100 % tax deduction for the first 10 years for new units. This allows manufactures to bring down their prices & spreads its flavors to the world. Now the time is to provide better food processing & its marketing infrastructure for Indian industries to serve good quality & safest processed food like ready to eat food. Along with it I consider this project work as the best medium to communicate and share my learning and experiences & constraints faced and learning made during this unforgettable journey.
India’s Food Processing Industry
India‘s Food Processing industry is one of the largest industries in the country. It has been ranked fifth in terms of production, consumption, export and expected growth. The Indian food industry is estimated to be worth over US$ 200 billion and is expected to grow to US$ 310 billion by 2015. India is one of the world‘s major food producers but accounts for only 1.7 per cent (valued at US$ 7.5 billion) of world trade in this sector – this share is slated to increase to 3 per cent (US$ 20 billion) by 2015. The Indian food processing industry is estimated at US$ 70 billion. The industry employs 1.6 million workers directly. Food processing is a large sector that covers activities such as agriculture, horticulture, plantation, animal husbandry and fisheries. The Ministry of Food Processing, Government of India has defined the following segments within the Food Processing industry: • Dairy, fruits & vegetable processing • Grain processing • Meat & poultry processing • Fisheries • Consumer foods including packaged foods, beverages and packaged drinking water. Although the industry is large in terms of size, it is still at a nascent stage in terms of development. Out of the country‘s total agricultu re and food produce, only 2 per cent is processed. The highest share of processed food is in the Dairy sector, where 37 per cent of the total produce is processed, of which 15 per cent is processed by the organized sector. Primary food processing (packaged fruit and vegetables, milk, milled flour and rice, tea, spices, etc.) constitutes around 60 per cent of processed foods. In comparison, the organized sector is relatively small, with around 516 flour mills, 568 fish processing units, 5,293 fruit and vegetable processing units, 171 meat processing units and numerous dairy processing units at state and district levels.
BACKGROUND FOR THE STUDY
The ready-to-eat (RTE) market in India, currently estimated at Rs. 128 crore (2006) is expected to expand and to reach Rs. 2,900 crore by 2015, according to an analysis done by Tata Strategic Management Group (TSMG). In its analysis, TSMG said that the factors contributing to the growth would be changes like cold chain development, disintermediation, streamlining of taxation, economies of scale on the supply side, coupled with increasing disposable incomes, diminishing culinary skills and the need for convenience on the demand side.When customer needs to eat, the food item pouch is either put in microwave oven to warm it or keep in heated water for a few minutes and then serve to eat. Such ready to eat meals have been especially given to soldiers in army of many countries who require carrying their rations while on war front or while located far away from their main unit.The market for food is simply huge and as of January 2010 estimated to be Rs 5000 billion annually. It is growing for two main reasons: population growth and improvement in consumers‘ spending ability. Major Players in the Ready to Eat Segment MTR Kohinoor Foods ITC Haldiram Tasty Bites
TYPES OF READY TO EAT FOOD VEG FOOD Alloo Matar Palak paneer Sarso Ka Saag Chana Masala Kadi Pakora Cheese Tomato NON VEG FOOD Chicken Curry Butter Chicken Karahi Chicken Mughalai Chicken Mutton Masala Mutton Korma
. More working bachelors staying away from homes. • Low oxygen & moisture permeability. during the heating process. Taste and Flavor of these foods remains as good as fresh up to the expiry date. Quality. Some Salient Features of RTE Market: Globalization of Indian food and its culture are the core factors for popularization of ready to eat foods. Advantages Of Retort Packaging: • Pouch laminates permits less chance to overcook during the retorting thus products having better color. That is the kind of ambient temperature prevalent in the thermal sterilization of foods. The retorts use water or steam/air combination as processing medium to heat the container/packages. Retort pouches is a flexible packaging material that basically consist of laminates or bounded layers of different packaging films of PolysterNylon-Aluminum-polypropylene that can withstand high process temperature & pressure.RETORT & ITS PACKAGING The water RETORT is an equipment or vessel or sterilization module through which steam (at 130 degree centigrade for 25 minutes) is applied on food products packed in retort pouches. Compressed air or additional steam is introduced during the processing cycle to provide the overpressure (any pressure supplied to the retort in excess of that which can be normally achieved under steam at any given retorts temperature). • Shelf stable for longer time & requires no refrigeration. texture & less nutrients loss. Retail outlet culture is now growing rapidly in India.Their most important feature is that they are made of heat-resistant plastics unlike the usual flexible pouches. • It requires less energy for sterilization. • It requires less disposal & storage space. Overpressure is important in preventing package damage or loss of seal integrity (like bursting). This makes the retort pouches unique which are suitable for the processing of food contents at temperatures around 120 degrees Celsius. There is lesser time to spend in cooking food themselves and so ready to eat foods are preferred. Shelf life of these foods is at least 12-18 months.
UK. Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. Pakoras. ITC's Flagship brand 'Kitchens of India ' has begun to carry this exotic taste of Indian cuisine beyond the shores of India . UAE and Oman. Amongst the top five processed food manufacturers in India. Offers packaged Bhel puri chats such as Sev Puri. Samosa. Dhokla among others Aashirvaad and Kitchens of India‘ products from the ITC stable of India include a wide assortment of ready to cook foods and dishes ranging from Bukhara (Uzbek recepie) to Murgh Methi and other exoctic cuisines and includes "regular" Biryanis. and proportion of urban working women in India. Amul has ventured into the ready-to-eat industry and includes Processed Cheese. the company claims to "market and export a wide range of packaged foods to global markets" that include USA. Bangladesh. urbanization. eating out and ordering in. MTR foods currently comprises twenty-two delicious and completely authentic Indian curries. New Zealand. The analysis also pointed out that industry players would have to significantly improve their price competitiveness with respect to other options such as domestic help. Switzerland.MARKET There is a huge untapped market opportunity arising due to rapid demographic shifts in income. Chana Masala. Tanzania. Canada and Australia now have the opportunity to taste these delicious recipes. Gol Gappa. Singapore. Besides price consideration. Bhutan. Shrikhand. Malaysia. Alu Tikki. AMUL HALDIRAM S ITC KITCHENS OF INDIA MTR . available to the Indian consumer. gravies and rice. Nutramul and Mithaee Gulab Jamuns among its offerings. UK. Apart from being known for its dairy products. Pure Ghee. The industry needs to concentrate on broadening the market and increasing penetration amongst Indian consumers. The traditional Indian Sweet-Maker from a small set up has transformed into a full fledged processing food industry and taking its wares beyond the domestic frontiers to the Western World. Australia. Pao Bhaji. Curry Pastes and dishes. Connoisseurs of Indian food in the US. Hongkong. the product range offered by industry players will have to be strengthened.
the business is progressively focusing on consolidating the portfolio in certain categories. the business has had to contend with the recent economic slowdown and severe cost increases in input commodities including wheat. improving market servicing and driving supply chain efficiencies. As per the latest data the market share of these major players of RTE industry has been segregated as: Market Share RTE Industry Kohinoor 8% Others 9% MTR 35% MTR ITC Kohinoor ITC 48% Others .Recently. in addition to the soaring fuel prices. 2008. ITC‘s Branded Packaged Foods business continues to expand with sales growing by 23% over the previous year. maize and skimmed milk powder. Having acquired reasonable scale in a relatively short span of time. Apart from the development costs of new products. ITC Foods has drawn up plans to extend its Kitchen of India brand to frozen foods. vegetable oil. on Aug 1.
ITC's Agri-Business is one of India's largest exporters of agricultural products. superior brand-building capabilities. Hotels. Stationery. While ITC is an outstanding market leader in its traditional businesses of Cigarettes. Chairman Y C Deveshwar calls this source of inspiration "a commitment beyond the market". Paperboards & Specialty Papers. The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through . effective supply chain management and acknowledged service skills in hoteliering. Paperboards. In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. Packaged Foods & Confectionery. ITC is one of the country's biggest foreign exchange earners (US $ 3. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. ITC has a diversified presence in Cigarettes. Branded Apparel.* ITC is rated among the World's Best Big Companies. Safety Matches and other FMCG products." ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach. Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine. among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part. the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India.ITC is one of India's foremost private sector companies with a market capitalization of over US $ 30 billion and a turnover of US $ 6 billion. ITC is widely perceived to be dedicatedly nation-oriented. it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery. Information Technology. in a study conducted by Brand Finance and published by the Economic Times. Packaging. ITC ranks among India's `10 Most Valuable (Company) Brands'. As one of India's most valuable and respected corporations. Personal Care and Stationery. Over time. Hotels. Branded Apparel. Agri-Business.2 billion in the last decade). Packaging and Agri-Exports. Personal Care.
the power of the Internet. for the Shareholders. significantly enhancing the Company's marketing reach. is expected to progressively create for ITC a huge rural distribution infrastructure. This overarching vision of the company is expressively captured in its corporate positioning statement: "Enduring Value. Core values of ITC: ITC's Core Values are aimed at developing a customer-focused. The Company continuously endeavors to enhance its wealth generating capabilities in a globalizing environment to consistently reward more than 3. fulfill the aspirations of its stakeholders and meet societal expectations.000 people at more than 60 locations across India. Vision and Mission Sustain ITC's position as one of India's most valuable corporations through world class performance. creating growing value for the Indian economy and the Company‘s stakeholders. which has already become the subject matter of a case study at Harvard Business School. ITC Infotech has carved a niche for itself by addressing customer challenges through innovative IT solutions.96. productivity. provides IT services and solutions to leading global customers. ITC employs over 26. To enhance the wealth generating capability of the enterprise in a globalizing environment. delivering superior and sustainable stakeholder value. safety and environment management systems. ITC Infotech India Ltd. ITC's production facilities and hotels have won numerous national and international awards for quality. high-performance organization which creates value for all its stakeholders: . for the Nation. ITC was the first company in India to voluntarily seek a corporate governance rating.000 shareholders. This transformational strategy. ITC's wholly owned Information Technology subsidiary.
We want individuals to dream. products. Customer Focus: We are always customer focused and will deliver what the customer needs in terms of value. Respect For People: We are result oriented. setting high performance standards for ourselves as individuals and teams. quality and satisfaction. we are conscious that ITC has been given to us in "trust" by all our stakeholders. Excellence: We do what is right. We will simultaneously respect and value people and uphold humanness and human dignity. create and experiment in pursuit of opportunities and achieve leadership through teamwork. . Innovation: We will constantly pursue newer and better processes. We acknowledge that every individual brings different perspectives and capabilities to the team and that a strong team is founded on a variety of perspectives. value differences. services and management practices.Trusteeship: As professional managers. We will strive for excellence in whatever we do. do it well and win. We will actualize stakeholder value and interest on a long term sustainable basis.
These are : i. . Core Principles: ITC's Corporate Governance initiative is based on two core principles. Corporate Governance: Definition and Purpose: ITC defines Corporate Governance as a systemic process by which companies are directed and controlled to enhance their wealth generating capacity. and This freedom of management should be exercised within a framework of effective accountability.Nation Orientation: We are aware of our responsibility to generate economic value for the Nation. but is used with care and responsibility to meet stakeholder aspirations and societal expectations. In pursuit of our goals. we believe that the governance process should ensure that these companies are managed in a manner that meets stakeholders‘ aspirations and societal expectations. ITC believes that any meaningful policy on Corporate Governance must provide empowerment to the executive management of the Company. ii. and simultaneously create a mechanism of checks and balances which ensures that the decision making powers vested in the executive management is not only not misused. we will make no compromise in complying with applicable laws and regulations at all levels. Since large corporations employ vast quantum of societal resources. Management must have the executive freedom to drive the enterprise forward without undue restraints.
ITC's entered the fast growing branded snacks category with Bingo! in 2007. In just six years. with an enviable distribution reach. It began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. closely guarded recipes. Kitchens of India Ready To Eat’ Products from ‘Kitchens of India’ Keeping alive long forgotten culinary traditions.ITC’s RTE Products Portfolio: ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal competencies to create a new driver of business growth. It was also a spot on the fabled Silk Route. ITC entered the confectionery and staples segments with the launch of the brands Mint-O and Candyman confectionery and Aashirvaad atta (wheat flour). ‗Kitchens of India‘ presents its range of ready-to-eat cuisines. was a meeting place for the traders from Asia and Europe. a village in Uzbekistan. following rare. Each one of these legendary delicacies has been created by the Master Chefs of ITC Hotels. the Foods business has grown to a significant size with over 150 differentiated products under six distinctive brands. . a rapidly growing market share and a solid market standing. It was on this route that the unique Bukhara style of cooking was born. a passage commonly used by traders. from one generation to the next. handed down through the ages. scholars and nomads. Bukhara Bukhara. In 2002. 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. These delicacies are now available in imported 4-layer retort pouches that keep them fresh for as long as 24 months (Vegetarian) & 12 months (Non Vegetarian and Desserts) from the date of packaging.
The Master Chefs of ITC Hotels have whipped up the delectable bite into history with this cuisine from the North-West Frontier Province with a masterpiece like Dal Bukhara. almonds and sesame seeds. . ‗Kitchens of India‘ has currently introduced ‗Mirch Ka Salan‘ in this range. delicately cooked in a thick gravy of roasted peanuts. Dal Bukhara Dal Bukhara is an exquisite culinary treat made from Whole Black Lentils simmered with prized Indian Spices over a coal fire. Dum Pukht The art of ‗Dum‘ cooking (cooked in its own juices) traces its origin to the times of the ‗Nawabs of Awadh‘ who ruled the Northern Provinces of India during the 18th century. Mirch Ka Salan An extravagant delicacy made from succulent green chillies. for long hours on end.
Malabari Chicken Stew Tender nuggets of chicken in a mild. spicy paste of curry leaves and freshly ground pepper. spiced with coriander leaves and cardamom powder.Mughlai Paneer Fresh cubes of Paneer prepared with khus-khus. Showcasing the distinctive tastes and fragrances of the South. ‗Kitchens of India‘ offers you Chicken Chettinad and Chicken Stew. Chicken Chettinad Succulent chunks of tender chicken in a dark. ground watermelon seeds and fine onion paste. coconut gravy. . Dakshin This cuisine reflects the tradition and culture of the southern Indian peninsula.
and simmered for long hours in a gravy of green coriander and fenugreek.Gharana A pan-Indian cuisine specially created by ITC‘s Hotels Master Chefs. Chicken Darbari A superb blend of juicy and tender chicken chunks in an aromatic tomato gravy. Paneer Darbari Soft. Murgh Methi Discover the delights of Nawabi cuisine in every serving of Murgh Methi. laced with butter. Tender chunks of chicken. fresh and juicy cubes of cottage cheese simmered in an aromatic tomato gravy to create an unforgettable delicacy. . spiced mildly.
sautéed with onions and green peppers. From the Royal kitchens of India. :: 'Kitchens of India' Biryanis By far. these have been masterfully blended by the Master Chefs following ancient and authentic recipes. These absolutely irresistible dishes have been skillfully cooked under precision and a knack of adding just the right amount of fragrant spices in just the right proportions. one of the most popular delights from the Kitchens of India spectrum.Paneer Malai Fresh chunks of Paneer. Noormahal Biryani Minced tender chicken koftas slow-cooked with saffron flavoured Basmati Rice. . immersed in a creamy tomato sauce. so that you can savour the Biryanis exactly as they were meant to be.
enhanced with exotic dry fruits. Yakhni Pulao Succulent chicken chunks marinated in creamy yogurt and cooked in saffron flavoured Basmati rice. Hyderabadi Mutton Biryani Delicious mutton pieces cooked to perfection with cinnamon flavoured Basmati rice form this Nawabi extravaganza. A feast fit for the kings.Bohri Biryani Delicately spiced chicken layered in Basmati Rice. .
Pindi Chana. is served only during the choicest of occasions. and garnished with raisins. A grand finale to a perfect meal. The dishes on offer currently are Rajma Masala. The Master Chefs of Kitchens of India bring to you a uniquely packaged range of royal desserts prepared from the finest of ingredients. grated petha cooked in ghee. Pongal and Gajar Ka Halwa. Aloo Mutter. perfected in the royal kitchens of Agra is prepared with fresh. the distinctive flavours of this halwa make it the perfect dessert for any occasion. re-live the royal experiences. to give your taste buds a royal treat after a gourmet meal. Pav Bhaji. Jodhpuri Moong Dal Halwa This Rajasthani delicacy made from split Moong dal and a generous mix of dry fruits. Rajma Masala & Basmati Rice . authentic Indian Desserts is the perfect way to make any occasion a celebration. Palak Paneer.:: 'Kitchens of India' Desserts Kitchens of India royal. Go ahead. Dal Makhani. Yellow Dal Tadka. The Ready-To-Eat range also comprises eleven more dishes and two Combo packs. Hazoori Petha Halwa This dessert. Simmered to perfection with milk and khoya. Each ingredient is blended with the other in the right proportions by our Master Chefs. Navratan Korma. Mutter Paneer.
The unique packaging form. ensures that the original freshness and taste of the recipes is protected without the use of preservatives. . using a retort process.and Yellow Dal Tadka & Basmati Rice are available in Combo packs.
when the Maiya family started a small restaurant in Bangalore. MTR‘s journey to India‘s premier. completely authentic dishes. MTR is very proud of rich heritage. every MTR product will be always embody of tradition of unmatched taste. now called MTR restaurant. It is famous for the owner‘s passion for perfection and the super quality of its south Indian cuisine. New Zealand. In 1951 the restaurant came to be known as Mavalli Tiffin Room as it was situated in the area called Mavalli. Malaysia. India. and Oman. most authentic ingredients. Singapore. Culinary secrets have been protected and handed down over the generation and their food is based on truly authentic recipes from their region of origin. UK. purity and quality.The history of MTR Foods backs to 1924. We manufacture. The legacy of purity and perfection continues at the eatery. UAE. . processed food company has been marked by innovation and the adoption of new technology. MTR The Trusted House Hold Name 100% Natural MTR products are 100% natural do not contains preservatives and use only the finest. MTR Foods Ltd is amongst the top five processed food manufacturers in India. their tradition of food and hospitality began in 1924 with the establishment of the Mavalli Tiffin Room by the Maiya family in Bangalore. Australia. This restaurant is a city landmark today people still stand in a quee to savour its unique. market and export a wide range of packaged foods to global market that include USA.
It maintains quality standards from sourcing ingredients to processing and packaging. Ready to eat Dish. Technology It uses the latest technology to preserve the quality standards from sourcing ingredients to processing and packaging. Use of Technology award from Defense Food Research Laboratory for Ready to eat products has won the President‘s award. Mission The mission of the company is to provide authentic Indian food experience to the consumers across the world. Unparalleled Taste and Flavor Every sector of food division‘s Instant mix. Vision The vision of the company is to grow profitably to be 100 million dollar company by 2010 and to be among the top 5 processed food brand in and from India. Pickles or Soups. Uncompromising Quality MTR is ISO 22000 and HACCP certified company. Vegetarianism All MTR products are 100% vegetarian. Ice creams all MTR products are known for their mouth watering ―Home -cooked‖ taste. .
Satisfying the changing needs of consumers for total delight. Our facilities are equipped with the latest systems. MTR has successfully met the stringent requirements for this certification. Using state of the art technology with the following objectives Creation of the MTR brand synonymous with quality and food safety.Strategy In terms of principles Launch all products under MTR market branch. Sell only vegetarian products under MTR branch. Set industry standard for hygiene and Food safety. MTR Foods Pvt Ltd is committed manufacturing and marketing food products of high quality. developed by the Codex alimenturious commission is a global food safety standard. Operate only in categories in a market where MTR is among top three plays in that category. At MTR Quality is a way of life. Continuous improvement by total committed participation by all. . Operate only in value added foods market. hygienically processed. Hazard analysis and critical control point (HACCP). Quality Policy MTR is an ISO 22000 and HACCP certified company. Us the route of organic growth as well as acquisitions. When commodity driven processed foods market like teal oil‘s.
Lemon Rice. Instant Sweet Mixes .Combo Meals. Rice Meals . Vermicelli Payasam. Chips & Crispies. Madras Sambar Powder. Bisibele Bhath. Snacks etc. Rajma Chawal. Masala Powders . Masala Powders. Mulligatawny. Chocolate Burfi. Vanilla Burfi. Spicy Tomato. Ready To Eat. Ice Creams.Babycorn & Spring Onion. Frozen Foods. Vangibhath. Spice Powders. Ice Cream Mixes. Vermicelli.Bisibele Bhath. Kaju Burfi. Spinach & Carrot. Madras Rasam Powder. Ready To Eat . Tomato Rice. Badam Burfi. Mixed Vegetable. Chutney Powder.Instant Sambar Mix Sambar Powder. Tamarind Rice. Rice Meals. Frozen Foods . Papads. Spice Powders . . Black Pepper. Badam Feast. Jeera Rice.Gulab Jamun. Diet Delite. North Indian. light savory. Kharabhath: Cream of wheat cooked with vegetables and aromatic Indian spices to make a delicious. Soups . Sambar Rice. Instant Snack Mixes. Coriander Jeera. Kesaribhath: Cream of wheat cooked with nuts and flavored with saffron to make a divine dessert.South Indian. Instant Rasam Mix Rasam Powder. Products Portfolio: Some of the most popular RTE products of MTR are briefly discussed as follows: Avival: Mixed vegetables cooked in a hearty coconut sauce — a traditional delight from Kerala. Pickles. Masala Rice. Pav Bhaji. Rasam Rice. snacks.Turmeric Chilli. Instant Sweet Mixes. Parathas etc. Pulao Puliogare. Potato Sagu. Simply Tomato.MTR Products Profile: Soups.
Pongal: A delectable combination of lentils and rice. Pav Bhaji: A rich combination of potatoes and vegetables cooked in the popular Mumbai style. vegetables and spices. wholesome medley of rice. Vegetable Pulao: A delicious. . Alu Muttar: Baby potatoes and green peas in a delectable curry. seasoned with peppercorns and other spices.
Additionally. Primary data was collected online as well as manually. Collection of data from secondary data related to the research problem.Research Design A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to research purpose with economy procedure. I have made use of secondary data collection and also primary data collection. A survey questionnaire was made on Google Documents and the link was mailed to the sample. Research design is the conceptual structure within which research is conducted. Steps in the research: Collection of data pertaining to Ready to eat market and identifying the research problem. . Data collection Methodology: The sources of data used in this project report are both primary and secondary data. Primary data Primary data consists of original information gathered for specific purposes at hand. These are gathered for a specific purpose or for a specific research project. The research design adopted here is descriptive. There are three types of research design. Primary data collection using Questionnaire targeting a sample size of 60 people.
wiki etc. Hostel/paying guest. For online survey. The age group in which the sample lied is 18-40. Tools & Techniques Data was collected with the help of questionnaire.slideshare. Secondary data Secondary data consists of information that already exist and that were being collected in the past for some other purposes.to the sample that were not net savvy printouts of the questionnaire was distributed and the result was compiled.The occupation of this sample size was a . Secondary data used in this study were collected from external sources like books.com. The third party tool made data reliable owing to the self-reported demographic attributes of the respondents. questionnaire was prepared using third party tool (www.com).docs.com. email for filling questionnaire was send to potential respondent and response was collected on the third party site on which questionnaire was prepared. Sample design The sampling technique used for survey was a non-probabilistic convenience sampling.google. The questionnaire is of structured non-disguised type.scribd. blogs. It can be found in the Annexure. Some websites which were really helpful are www. www. Sample Size The total number of respondents was 60 of the total 102 approached. The questions are of mixed type. The sample size was chosen keeping in mind the target market for RTE segment. Individuals working & living in nuclear families and bachelors between the age group of 18-40.
. working people and students. The respondents included 17 people from Hostel/Paying guest which form a large chunk of the target market for RTE foods.healthy mix of self employed individuals.
Meals (i. Lunch & Dinner) Are Cooked At Home 7% 15% 66% 12% 0% Someday All Days Week Days Week Ends Never . Given a Normal Week.Results And Findings Figure 1: The pie chart below depicts a typical Indian household mentality of cooking food at home almost on all days (66% of respondents).e. It was followed by 15 % of respondents cooking on week days.
) We pick up a Ready To Eat Packet We order food from a restaurant We visit a Restaurant 20 50 30 We visit a Restaurant We order food from a restaurant We pick up a Ready to Eat Packet Figure 3: Have you heard about RTE meals? Yes No .Figure 2: When the meals are not cooked at home the most favorable option that consumers feel is ordering food from the restaurant. On days when meals are not cooked at home. The percentages here might add up to more than 100 as respondents were allowed to chose more than one option. how do you Manage? (Choose more than one if applicable.
Even for emergency purchase the 32% is quite a huge number. Figure 4: 87% of the respondents have used the RTE meals and have given their rating based on their usage and their experience. Have You Ever Purchased Ready To Eat Meals? Yes 13% No 87% Figure 5: 68% of the respondents said that RTE packs are part of their monthly grocery shopping and not emergency purchase.As it can be seen from the above pie chart the sample was aware of the RTE packs hence the responses were fair and true to their experience. . Kindly take note that the sample for this question are the one who has purchased RTE packs as seen in the previous question. From this we can conclude that RTE has penetrated sufficiently in the Indian Urban market.
40% How Did You Come To Know About the Ready to Eat? Other Display at Malls Word of Mouth TV Commercials 10 40 Other Display at Malls Word of Mouth TV Commercials 50 .e. 50% of people come to know about RTE products through TV commercials followed by displays at different malls i.e.You Picked Up Ready to Eat Pack While shopping for Monthly Grocery items Separately during Emergency 32% 68% Figure 6: Majority i.
Figure 7: A Ready to Eat Pack saves lot of time and effort in cooking (all figures in %): Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree 04 00 00 14 42 Figure 8: A pack of Ready to eat has sufficient quantity (all figures in %): Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree 13 15 03 04 25 .
Figure 9: A Ready to Eat pack is easily available whenever I need it (all figures in %): Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree 10 03 0 16 31 Figure: 10 I don‘t see any sort of health problem due to the consumption of RTE: Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree 22 19 04 02 13 .
Figure: 11 I think a Ready to Eat (RTE) is value for money (all figures in %): Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree 25 09 05 01 20 Figure: 12 I think The RTE meal is not tasty as freshly cooked food (all figures in %): Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree 14 27 11 06 02 .
Figure 13: I will surely use RTE curry if ready to eat rotis are also made available figures in %): Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree 15 18 08 02 17 (all Figure 14: I know that RTE packs are manufactured at best quality standards figures in %): Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree 33 06 02 02 17 (all .
Figure 15: Reason Behind Choosing A Brand 5% 5% 10% 25% 55% Taste Advertisement Schemes Easy Availabilty Other Factors .
78 % of the respondents feel that the RTE packs are easily available when needed. though a time-saving option. The marketers should use this as their USP to the advertising and positioning should be done on these lines. Some verbatim to support ―Quantity should be good. 23 respondents feel that RTE packs are not good for health while only 15 respondents feel otherwise which is concerning statistics for the RTE companies.Observations (Based On Above Results) 56 respondents i.‖ 47 respondents i. ― If the manufacture rs can repose confidence by eliminating all doubts in the consumers' minds and assure . Only 29 respondents feel that RTE packs have enough quantity and 18 feel they don‘t and the rest have no opinion on this matter. When a product is considered harmful for health its reliability decreases and brand value loses. The general conclusion that can be drawn is that people don‘t feel the quantity is enough for the money they are spending. 93 % of respondents believe that RTE meals are a time saving option for cooking. It‘s a mixed reaction and response.e. are sometimes viewed with suspicion by many because of the usual concerns associated with packaged food. this is very critical factors as lot of respondents commented one the health factor of RTE.‖. This could be one of the reasons why in spite of efforts taken by companies the growth in RTE segment is stagnant. Well.e. ―Ready-to-eat meals. This shows the commendable distribution network established by RTE marketers. Same is the case for RTE. Some Verbatim to support this.
. unsaturated fats. ― Should have more nutritional values‖. As the results suggest 38 people are not sure whether ready to eat meals are manufactured under best quality standards. This depicts unique characteristics of Indian household which always believes that homemade foods are more tasty and nutritious.‖ 41 respondents feel that RTE meals are not tasty as homemade meals and only 8 people feel otherwise. ―If the manufacturers can repose confidence by eliminating all doubts in the consumers' minds and assure them that these products are not a health hazard. maximum credits were given to MTR i. Top ramen.‖ Do you remember any of the Ready to Eat brands? Maggi was the most mentioned name. Haldiram. Knor soup ACT popcorn etc. Gits. then the consumption may increase‖. ITC.RTE MEALS contains lots of . Ching‘s ready to eat Chinese dishes. So it doesn‘t make sense to me. Some verbatim to support the observation.‖ 21 respondents feel that RTE packs are value for money while only 14 people feel they are not while the rest 25 respondents did not agree on either.them that these products are not a health hazard.e. ―although they are good enough for eating but they are almost on oar sometimes costlier than food from restaurants with respect to price. *When we asked the respondent to rate between ITC and MTR on an average. 9. then the consumption may increase. It has top of the mind recall. ―use of less preservatives‖. The other mentioned names were MTR. while ITC managed to get only 7 ―make it more Healthy..
taste. past experience. . brand recognition. Children‘s preference and availability.points out of the ratings of 10 based on multiple parameters viz. advertisement.
And that is where the buying decision will come into play if the quantity is insufficient to fulfill the entire family then defiantly they won‘t consider buying it again. This is where repeat buying can be induced.Indian consumers are highly price sensitive. And Indians are used to eating a 3 full course meal on any day.Consumers should perceive RTE packs as Value for money i. Value for money . Value proposition – RTE foods should be perceived as a value proposition by customers.e. For any new product they judge the product based on their price and more or less the repeat purchases are impacted by price factor. Value proposition means it should be able to save lot of time and money with sufficient quantity to act as a full meal. More over ITC and MTR products are closely priced. The food should also tickle the taste buds of consumers.Conclusions On the basis of findings made. we can safely conclude that: Price. yet the demand for the same can be increased amongst the mass by reducing the prices. they should feel the money they spent on it is well spent and not wasted. Same is the case with Ready to Eat foods. If consumers see RTE as a Value for money option they won‘t look for other options like ordering from restaurant or going to a restaurant. . Hence the quantity packaged in the RTE packs should be sufficient.Indians are voracious eaters and the family size is also large. Quantity and taste of food . As per the taste is concerned Maggie dominates the market followed by MTR and then ITC in RTE segment.
but when they were asked to recall some popular brands. Altough MTR managed to get some favorable responses but some respondent had a tough experience with ITC products. the decision rests upon the children and it was found that majority of households purchases the brand demanded by the children. . where as ITC‘s Products are scarcely distributed in the market. they could not mention any other name except Maggie. Hence RTE has to be made available in such way that it can be easily accessible by the consumers during normal shopping as well as during emergencies. Branding: Although almost respondents were aware of the RTE products.The biggest competitor for RTE foods are restaurants which are easily available geographically and accessible with the option of doorstep delivery. And their demand is largely guided by catchy advertisements shown on the TV. So. While conducting the research it came to the notice that MTR products are readily available in the market. Children’s Preference: When it comes to make the decision as to which brand should be bought. Past Experience: It was a crucial parameter in judging the respondent‘s preference towards prominent brand like ITC and MTR. branding and abundant awareness generating efforts should be taken by these companies to broaden their target market. Easy availability .
they also feel that Ready to eat meals is not good for health.Recommendations As per my study the following recommendations could be utilized by the company‘s manufacturing and marketing Ready to Eat Meals: As is seen from the survey the major concern for consumers is the health aspect. The advertising. RTE should consider this as their positioning strategy. Secondly. Indian Households are averse to outside food and they feel only home cooked food can provide the taste and quality. communication and promotion should revolve around this point.e. This is a big hurdle for the RTE industry and the efforts should be taken to improve the quality of the food by using better manufacturing. The promotion. Hence marketers have to touch upon this point. . various limitations like cooking food etc hamper this. and packing methods. time saving.‖ This is states that need to be changed. The pricing strategy should be designed in such a way so as to be competent with the restaurants rate. Packaged foods are relatively new to India hence proper awareness have to be created by companies. They have a perception that these RTE meals are not manufactured under good conditions. effort saving and easily available option. ―41 respondents feel that RTE meals are not tasty as homemade meals and only 8 people feel otherwise. People crave to spend time with their family after hard day at work. However. Packaging should revolve around these characteristics as we all know in the traditional Indian urban family time is less. People do not mind spending more if it saves time. The ready to Eat marketers should bank upon its strengths i.
This proves that two promotion methodologies were very effective. If there is a lot of difference between the restaurant price and RTE price they would go for the former. ITC must design some attractive advertisement especially targeting the children in order to increase the demand for their products in the market. Majority of people mentioned that MTR products are tastier than ITC‘s products. This can only happen if the consumers are satisfied with their experience and will they give a positive word of mouth feedback to their relatives and friends. . This is the most effective form of communication when it comes to something edible as Indian consumers tend to trust people who have already sued it rather than advertisement. In the previous section its is seen that the consumers came to know about RTE packs from Television Ads and display at malls and the word of mouth was virtually nil. ITC should redesign its marketing strategy and should ensure adequate availability of its products in the market as it was found during the research that they are not available on demand.However they will spend only a reasonable hike in price. As per the research conducted and results obtained ITC has been knocked out by MTR as taste was concerned. The third and the most important as far is food products is concerned ―word of mouth‖ is where marketers should work on. Therefore ITC must improve its product taste to maintain its dominance in the market.
Annexure Kindly tick the most appropriate box with a '√' wherever applicable / fill in the blanks with required information. how do you manage? (Select more than one if applicable) Visit a Restaurant Order food from a restaurant Pick up a Ready To Eat Packet 3. Have you ever purchased Ready To Eat meals? YES NO 5. ________ . 1. lunch & dinner) are cooked at home for All Days Week Days Week Ends Never 2. meals (i. Given a normal week. On days when meals are not cooked at home. _________ 4. Have you heard of Ready to Eat meals? YES NO 4.e. _________ 3. __________ 2. Do you remember any of the READY TO EAT brands? 1.
How did you come to know about the Ready To Eat Packs? more than one if applicable) TV Commercials Display At Malls Word Of Mouth Other Sources (Please Specify) _____________ 7.6. Kindly rate your opinion on the following parameters:STRON GLY AGREE A Ready To Eat Pack saves a lot of time and effort in cooking A pack of Ready to eat has sufficient quantity A Ready To Eat Pack is easily available whenever I need it I don‘t see any sort of health problem due to the consumption of RTE I think a RTE pack is value for money I think the RTE meal is not as tasty as freshly cooked food I know that the RTE Packs are manufactured at best quality standards I will surely use more RTE Packs if ready to eat rotis are also made available NEITHER AGREE/N OR DISAGRE E (Choose AGREE DISAGR EE STRONGLY DISAGREE (a) (b) (c) (d) (e) (f) (g) (h .
Please ranks ITC & MTR ready to eat products on a scale of 1-10 as per following parameters are concerned: a) b) c) d) e) f) Taste Brand Value Past Experience Children‘s Preferences Availability Brand Recognition (While Purchase) 10.8. Major reason behind choosing any brand? a) Taste e) Others b) Advertisements ccc c) Schemes d) Availability 9. Any suggestions or comments on Ready to Eat Meals: .
THANK YOU .
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