Market Research -

Group 3
Division C
NMIMS
2009-11
Introduction
Ready to Eat Market - Evolution
Ready to Eat Market – Current Scenario
Major Players – Mission & Vision
Research Methodology
Questionnaire
Brands and Pricing
Brands
 Kitchens of India (ITC)
 MTR
 Veetee
 Gits

Pricing
 Skimming the cream policy - ITC
 Penetration policy - MTR, Gits, Veetee
Packaging and Positioning
Packaging
Elegance and trustworthiness - ITC
Practicality and user friendly approach - MTR
Regional Appeal - Gits
Aligning with the industry leader - Jashn
Positioning
Prominent and upright display - ITC
Quantity Maximization – MTR
Obscured display - Gits
Conclusions(market survey analysis)
The concerned section was located at the very centre of
the mall, and the team found the section out even before
starting the search.
Grouping of product was category as well as brand based.
We were clearly able to demark ready to eat section from
the nearby ready to cook section and all the different
brands were given separate shelf space
The price range being within a very narrow band, where
the price difference between the extremes was less than
10%, the packaging was deemed to be the major factor, in
which ITC kitchen of India was way ahead of the rest.
Conclusions(cont)
The south based MTR offered a different platter which
catered to South Indian taste(specific). All others had a
more “cosmopolite” platter.
Except ITC, other player do not have a big brand recall.
All the players except Gits Foods had print advertisements
in place
The product placement at the shelves was the best for
Kitchens of India(at eye level), Gits and MTR were either
kept too low or in an unorganized manner
The sales assistant in the mall were not pushing for any
particular brand, and when asked, were rather ambivalent