https://www.indiaretailing.

com/2019/01/30/food/food-grocery/ready-to-
eat-food-millennials-new-favourite/

http://www.newindianexpress.com/cities/hyderabad/2018/jul/19/one-of-
every-three-consumers-ate-ready-to-eat-food-this-week-1845236.html

https://www.mordorintelligence.com/industry-reports/ready-to-eat-food-
market

https://www.techsciresearch.com/report/india-ready-to-eat-food-
market/3882.html
http://industry-experts.com/verticals/food-and-beverage/canned-food-a-global-market-
overview

https://www.researchandmarkets.com/reports/4450797/india-snacks-market-forecast-by-
snacks

INTRODUCTION/ EEXCUTIVE SUMMARY:

Increased employment opportunities have increased migration of people

from tier 1 and tier 2 cities to metropolitans, which is an important driver
for RTE food products in the country.

The number of working women is particularly on the rise, which is driving

the demand. These factors are creating significant awareness about ready
meals among consumers. Growth in retail chains and outlets is also adding
to the product awareness among consumers in the country’s, supermarkets,
convenience stores and hypermarkets, which are emerging as the key
points-of-sale for offering a wide range RTE food products.

The Indian cooking styles have undergone considerable changes over the
past few years owing to the advent of modern technology and several other
changes such as urbanization, increasing working population, increase in
female work population and the rise of nuclear families. People have been
increasingly shifting to ready-to-eat food items in order to save the time
involved in preparing meals.
With the growing media awareness, literacy rates and standard of living,
people have grown more responsive towards the health and hygiene
standards associated with food products. There has been a shift witnessed
in the customers focus from price to quality in the recent years, particularly
in the urban and a few semi-urban areas.

Key growth factors:

 As per the United Nations (UN) World Urbanization Prospects 2018

report, the rate of urbanization has increased to a considerable level
since the 2009 census. The fast changing urban lifestyle and the new
trend of living away from home for studying and employment
purposes have eventually resulted to the growing demand of RTE
food in India.

 The average income level of Indians has been increasing in the recent
years. In addition to it, nowadays, both men and women work. As a
result, the number of people earning in a given family is increasing.
This has in turn raised the per capita spending capacity. These factors
are increasing the average consumption of RTE products in India.

OVER VIEW OF INDIAN FOOD INDUSTRY:

 The Indian food and grocery market is the world’s sixth largest, with
retail contributing 70 percent of the sales.

 The Indian food processing industry accounts for 32 percent of the

country’s total food market, one of the largest industries in India and
is ranked fifth in terms of production, consumption, export and
expected growth.

 It is found that 76 percent of parents in big cities, mostly both

working with children under the age of five, are serving easy-to-make
meals in some form or the other, at least 10-12 times every month!

 It is believed that the Food Processing industry will be a US$ 25

billion market in India by 2020.
  Out of which, the serviceable metro market is expected to be close to
almost US$ 20 billion.

 The past couple of years have seen a tremendous growth of this

segment due to high consumer acceptance for convenience food
nationwide.

CATEGORY ANALYSIS OF READY TO EAT FOOD MARKET:

Global RTE Market:

https://www.mordorintelligence.com/industry-reports/ready-to-eat-food-
market

Global Ready to Eat Food Market is poised to grow at a CAGR of 4.3% by

2024, during the forecast period (2019 - 2024).
 The young consumers spend most of their income on convenient
ready-to-eat food products. In Europe, the majority of the populous is
between the age group of 18-35 years, which is a clear indicator of the
increased demand for convenient food products. Young consumers are
the easiest targets for ready-to-eat food manufacturing giants. The
convenience level of such products helps to increase the total demand
in the market, across the world
 Ready-to-eat food products are being considered as the closest
alternative to regular food, which can be consumed any time (such as
during breakfast, lunch, or dinner). The initiatives taken by regulatory
authorities, like ongoing promotional efforts undertaken by the
Singapore Health Promotional Board to create awareness regarding
frozen foods and fish products, are driving the market growth.

COMPETITIVE LANDSCAPE OF READY TO EAT FOOD

GLOBALLY:

Some of the leading manufacturers and suppliers of the ready-to-eat food,

globally are Nomad Foods Ltd., Bakkavor Foods Ltd., Bird’s Eye
Ltd., Findus Group Ltd., General Mills, McCain Foods, Premier Foods
Group Ltd.,Premier Foods Group Ltd.,Greencore Group plc, ITC Limited,
and Orkla ASA, among others.

Major Players
1. Nomad Foods Ltd.
2. Bird’s Eye Ltd.
3. Findus Group Ltd.
4. Sisters Food Group
5. Fleury Michon

INDIAN READY TO EAT FOOD MARKET:

 India ready-to-eat food market stood at $ 261 million in 2017 and is

projected to grow at a CAGR of over 16% during 2018-2023 to reach
$ 647 million by 2023.
 Anticipated growth in the market can be attributed to rising
urbanization, increasing disposable income of middle-class
population and changing taste preferences of Indian consumers.
 Moreover, growing demand for quick food and presence of
freshness and high nutritional value in these foods is further aiding
growth of India ready-to-eat food market.
 Additionally, longer shelf life and easy availability of ready-to-eat
food products is further pushing their demand across the country.
 Furthermore, innovation in products offerings, sustainable
packaging, preference of single serving frozen products, aggressive
marketing & promotional strategies would steer growth in the market
during forecast period.

STUDY BY ASSOCHAM RESULTS:

 A recent survey done by Assocham (Associated Chamber of

Commerce and Industry of India) says about 79 percent of Indian
households today prefer to have instant food due to time constraints.
 One of every three consumers ate ready-to-eat food this week elocity
MR, a market research and analysis company, announced the
results of their pan India study to understand the growing
popularity of RTE (Ready to Eat) food products in India.

 The national study was conducted among a sample size of 2000

respondents and covered Hyderabad, New Delhi, Kolkata, Mumbai,
Bengaluru, Chennai, Ahmedabad and Pune.

 The primary consumers for breakfast cereals continued to be urban

consumers. This was because urban consumers prefer a fast
arrangement for breakfast due to their lifestyles, and breakfast
cereals, especially flakes, provide exactly that.
https://www.techsciresearch.com/report/india-ready-to-eat-food-
market/3882.html

Highlights of the Study:

 1 in every 3 consumers have consumed some form of Heat & Eat /

RTE product in the past week
 Females consume RTE more than males in metros
 Snacks and Soups form the key consumed Heat & Eat / RTE
products in both Veg and Non-Veg segments
 Time saving and convenience of cooking are the two most sought-
after benefits from RTE segment. Over 50% consumers also prefer it
for the variety of items offered.
 RTE consumption was highest among the employed consumers and
in the age group of 26-45.
 RTE consumption is higher among the female respondents as
compared to the male respondents.
 http://www.newindianexpress.com/cities/hyderabad/2018/jul/19/o
ne-of-every-three-consumers-ate-ready-to-eat-food-this-week-
1845236.html
 PRODUCT

 Brand name
 Features
 Product variety
 Quality
 Packaging.

PROMOTION

 Advertising
 Publicity -social media, print.
 Sales promotion

Product

Brand name: Quick Bites

Features: Quick Bites is the daily dose of nutrition with no preservatives.

We understand the pain point of the customers and provides solution in
form of convenience by providing meals which can be cooked in under ten
minutes and the packaging which is made from recyclable material so that
the customers cook eat and dispose so that they don’t even have to do their
dishes.

Product variety: Every product of Quick Bites will be a Ready to Eat

product such as RTE upma, RTE Poha, RTE Cereals, RTE idli, , RTE soups,
RTE pastas.

Quality: Quick Bites is a brand which provides top notch chef prepared
recipes in a cup which is full of taste, nutrition and not of artificial flavors
and harmful preservatives

Packaging: Quick bites believes in “Heat-Eat-Dispose” so our products

will be available in “Cups” so that the customers just pour hot water into
the cup, let it rest for 10 minutes and can have their meal on the go and if
the customers wants they can even put the products along with the hot
water over the stove and can have their meals.

Promotion

 Advertising
 Publicity -social media, print, etc.
 Sales promotion

Advertising:

Advertising will be done through the medium of:

 TV advertisements to have a mass reach

 Radio jingles to create awareness and to make an impact in the minds
of the customers
 Through magazines like: Grah shobha etc.

Publicity social media:

Social media advertisement will be done to attract urban customers as

people these days are more active on social media platforms like –
Instagram, Facebook, and YouTube

Sales promotion:

Quick Bites is a new brand entering into the market so we will give:

 Samples on launch events

 Combo packs like buy 4 get 1 free
 Contest where winner will get quick bytes product hampers,
 Demonstration to spread awareness among users that how ready to
eat food is prepare

Brand Extension:
Brand Extension will be done on a later state and the brand extension will
be done on the basis of two categories:

 Canned food
 Quick on the go snacks

Canned food: http://industry-experts.com/verticals/food-and-

beverage/canned-food-a-global-market-overview

 Canned Baby corns

 Canned Baked Beans
 Canned Olives
 Canned Pea

The major canned food segments analyzed in this study comprise Canned
Cooking Sauces, Canned Desserts, Canned Fish/Seafood, Canned Fruits,
Canned Meat, Canned Pasta & Noodles, Canned Soups and Canned
Vegetables. Worldwide, demand for Canned Food is estimated at US$77.2
billion in 2013, forecast to be US$79.6 billion in 2014, and projected to
reach US$99.7 billion in 2020, reflecting a CAGR of 3.5% over 2010-2020.
On the go Snacks:
https://www.researchandmarkets.com/reports/4450797/india-snacks-
market-forecast-by-snacks

Namkeen has the Highest Market Share in India Snacks Market

 Cornflakes mixtures
 Roasted Pea Mixtures
 Bhel Puri
 Dry fruit Namkeens

India snacks market is segmented into Extruded Snacks, Chips, Namkeen

and Others. In terms of market value share, Namkeen has the highest
market share compared to all other segments Extruded Snacks, Chips and
Others. At present, in both organized and unorganized market, Namkeen is
the leading segment.

Marketing Communications Strategy:

Target Audience:

Quick Bites Target Audience is:

 Age: 18-42 years of age

 Both males and females
 Residing in urban cities (tier 1, tier 2)
 Belonging to NCCS A, NCCS B

Unique Selling Proposition (USP):

The USP will reflect in every message that Quick Bites want to send out
across all communication channels, whether it’s for PR, sales or content
marketing.

USP:

 Food with zero preservatives

 EAT-HEAT-DISPOSE, packaging made out of recyclable plastic

Marketing Communications Mix:

Marketing communications mix is the combination of channels that we

will use to reach out to our potential customers.

 Online advertising on, Facebook, Instagram

 Offline advertising on print media, billboards, TV, Magazine
 Events
  Paid sponsorships to food bloggers to promote Quick Bytes on
their platform
 Content marketing, creating content about the brand by
collaborating with food vloggers and chefs on online platforms
like YouTube.

Branding Elements:

Branding is a vital part. At the most basic level branding is about

having a consistent look and feel across all your online and offline
marketing materials:

 Quick Bytes Website

 Existence on Social platforms like Instagram, YouTube ,Facebook
 Direct marketing campaigns- Events
 Advertising campaigns- TV, Radio ads
 Quick Bytes Business cards