STP MODEL OF MTR FOODS LTD.

SEGMENTATION:

Sorting is a sort of segmentation where items are systematically arranged. Specific actions can be
carried out based on a certain criterion when items are sorted into multiple groups (segments)
based on that criterion. On the other side, market segmentation involves categorising the market. To
better focus marketing messages, strategies, and campaigns, the procedure entails segmenting the
market of potential customers and clients based on factors like interests or wants. The four types of
market segmentation utilised in Ready-to-eat food Sector where are demographic segmentation,
psychographic segmentation, behavioural segmentation, and geographic segmentation.

GEOGRAPHIC SEGMENTATION:

MTR uses Geographic segmentation as their segmentation model. Geographic segmentation is a sort
of market segmentation in which prospective customers are divided into groups based on where
they live. Geographic segmentation enables marketers to target consumers in a country, city, or area
with message that appeals to their particular wants and needs. People who live in the same
environment tend to have similar desires and requirements.

Based on this Geographic Segmentation, MTR segments the regions of Urban and semi urban
regions to establish their products in those regions. Their Ready-to-cook products like Instant Upma,
Instant oats, Rava Idli Mix, Rava Dosa Mix which is perfectly suitable for the urban/semi urban
people where they live the fast paced life. In simpler, these products have a huge response among
them since its very fast to make and cook them.

Also their products are made to suit all the sorts of culture in India. Dal Makhani, Channa Masala,
Pav Bhaji which is liked by all the distinct cultures in India and which are getting higher response.
This is how MTR segments their market in Urban and Semi Urban areas which is a clear cut model of
Geographic segmentation.

PRODUCT SEGMENTATION:

Product segmentation is the process of creating a single product with minor variations in an effort to
appeal to different customers. By doing this, you can boost your market share, boost sales, and cut
costs.
MTR Foods is a food product company offering a diversified range of packaged food products. It uses authentic
recipes, high-quality oil and best ingredients to retain and ensure homemade aroma, taste and flavour.
Products are prepared in the strict hygienic atmosphere so that packs retain crispiness and freshness. It
includes items for breakfast, meals and in-between meals like-

Frozen Foods

 Vada with Sambhar and Chutney

 Idli with Sambhar and Chutney
 Mysore Masala Dosa with Sambhar and Chutney
Pickles

 Lime Pickle
 Mango Sliced Pickle

Sweets

 Gulab Jamun
 Rasagolla

Masala Pastes

 Biryani Paste
 Lemon Rice Paste
 Pulliogare Paste

Meal Mixes

 Sambhar Mix
 Rasam Mix

Snack Mixes

 Muruku
 Bajji and Bonda
 Gobi Manchurian

Pure Spices

 Haldi Powder
 Chilli Powder
 Jeera Powder

Vermicelli

 Seviyan Vermicelli
 Beetroot Vermicelli
 Carrot Vermicelli

Ready-to-Cook

 Methi Matar
 Chana Masala
 Veg Kadhai

Drinks

 Chocolate Drink
 Badam Drink
Single Serves

 Rasogolla
 Basundi
 Rasamalai

Ready-to-Eat

 Sambhar Rice
 Dal Makhani
 Palak Paneer

Breakfast Mixes

 Khaman Dhokla
 Spinach Idli
 Poha

Sweet Mixes

 Mango Kulfi
 Gulab Jamun
 Basundi/Rabri

Masala Powders

 Curry Powder
 Rasam Powder
 Sambhar Powder

MTR SnackUp

 Pepper Banana Chips

 Spicy Banana Chips
 Huli Thengols

TARGETING:

Developing and launching new products and brands is sometimes related with the terms "targeting"
or "target market selection." It is a crucial stage in the creation of a good or service since it
establishes the marketing mix, the marketing plan, and the likelihood of success.

These methods mostly entail determining which market segment will produce the highest return and
how profitable various market segments would be. Analyzing how long it takes to successfully enter
a market is also crucial. Following the initial step of this strategy, targeting is done. The consumer
has previously undergone analysis and classification into various categories. The choice of the most
lucrative sector is now crucial.
 MTR Targets some set of segments to produce and sell their products. As MTR is one of the most
leading Ready to eat food industries, Their products are always in target of almost all kinds of
customers and consumers.

Their targeting strategies is bit different from other Food Industries. Predominantly they focus on
the customers who falls in the categories of

 Health Conscious
 Price Conscious

HEALTH CONSCIOUS

The health-conscious target market is an intriguing and ever-changing group. The Food Industry
Association keeps tabs on these consumer trends and demographics. According to a recent survey,
Indian consumers' perceptions of what is "healthy" are evolving. According to the Power of Health
and Well-Being in Food Retail 2020 research, this group values convenience, affordability, clear
labelling, food safety, taste, and transparency in addition to good health.

Therefore the products produced by the MTR is purely focussing the group of healthy consumers.
The ingredients used in their products are healthy and mostly natural and nutritious. Also the calorie
and Nutrition of MTR products are given below. Thus these are the main reasons why MTR targeting
the Health Conscious consumers.

PRICE CONSCIOUS:

Being price conscious is knowing how much an item will cost and avoiding purchasing items that are
out of their price range. They typically understand value for money and are also price concerned. For
the goods they purchase, they look for the lowest price. They represent a group of consumers. They
constantly search for the finest deals.

MTR foods sells their product in the very nominal price range which is affordable by all the class of
people. Their price range starts from 10rs and even for 1000rs based on the quantity and the type of
the product they buy.

And MTR is one of the pioneers to give discounts and Buy 1 Get 1 offers for their sweets and
ingredients to make sweets like Gulab Jamun cans, Gulab Jamun mix packets which clearly target the
price conscious consumers.

POSITIONING

Product positioning refers to how customers view the product in comparison to rival products based
on a variety of criteria.

Therefore, in order to gain a competitive advantage throughout the life of a product or offer, every
organisation must be able to distinguish between bids and evaluate their position effectively.

MTR follows some strategies to position their product in the market as well in the minds of the
consumers. Thus they are positioning themselves as the most indispensable and favourite brand in
the Indian Market which made them to stay in formidable place.

 Authentic Indian Food

 Innovation
 Taste of Home, Away from Home

Authentic Indian Food

The Products are MTR are purely and authentic Indian foods which suits for the Indian
Culture. The main motive of MTR foods is to bring the cultural integration between all the
diversed cultures through their foods. Their products are Idli Mix, Vada Mix, Rava Dosa Mix,
Dal Makhani, Biriyani Paste, Puliogare Paste, Pav Bhaji mix which are being one of the most
favorite and unavoidable products in the Indian Culture. And MTR is the first brand comes in
the mind when people opt for Instant food and food mixes.

Innovation

MTR also concentrates on Innovation of their products and the way the promote and sell
their products. They are first Indian brand to bring Instant 30seconds Upma like cup noodles
which itself an innovation where the Indian foods are made into Instant. Right from the time
of 1924 when they launched and till now, MTR is known for their innovation in the food
sector. This innovation made them to be a renowned brand in world for more than a
decade.

Taste of Home, Away from Home

MTR promotes their brand with the slogan “TASTE OF HOME, AWAY FROM HOME” which
creates a greater impact on the hearts of consumers. Infact, it gives a soul connect for the
consumers who are frequently buying their products. And this slogan also attracts the
Bachelors who are residing away from their home. Since these products tastes like their
home food and the variety of the products they sell gives a homely feel to the consumers
which made MTR to be a favourite brand. Also this slogan made MTR to play a bigger role in
the staple diet of the consumers. Infact, MTR created a situation of “Without MTR, There is
no Food” in the consumers. This is how MTR positioned their product in Markets and
consumers nationally and globally.