MTR Foods Marketing Strategy 2024: A Case Study

MTR Foods has established itself as a leading player in the Indian food processing industry with a prominent market share of 32%. The company has strategically expanded its distribution channels domestically and internationally, ensuring its presence in supermarkets, hypermarkets, and convenience stores. With a wide range of over 140 products, including ready-to-eat meals, breakfast mixes, beverages, spices, and masalas, MTR Foods caters to diverse customer needs and demands.

Recognizing the importance of customer value, MTR Foods has implemented a comprehensive marketing strategy. The company leverages various promotional tactics such as advertising, personal selling, sampling activities, and promotional campaigns to create awareness and positive attitudes towards its products. It has successfully integrated an e-commerce platform, adapting to changing consumer preferences and market trends. MTR Foods continues to explore opportunities to capture a larger market share and expand its reach.

Key Takeaways:

  • MTR Foods holds a significant market share of 32% in the Indian food processing industry.
  • The company has strategically expanded its distribution channels domestically and internationally.
  • MTR Foods offers a diverse range of over 140 products to cater to customer needs and demands.
  • The company employs various promotional tactics, including advertising, personal selling, and sampling activities, to create awareness.
  • MTR Foods has successfully integrated an e-commerce platform to adapt to changing consumer preferences.

Evolution of Mavalli Tiffin Rooms and Entry into the Convenience Food Business

Mavalli Tiffin Rooms (MTR) holds a rich history in the Indian food industry, dating back to its establishment as a restaurant in Bangalore in 1924. Renowned for its authentic South Indian cuisine, MTR quickly gained popularity and became a household name.

After temporarily closing its doors during the Indian Emergency, MTR Foods made a remarkable comeback in 1984 with a vision to expand beyond restaurant operations. Recognizing the changing consumer landscape and the growing demand for convenience foods, MTR Foods ventured into the world of packaged, ready-to-eat meals and instant food products.

Demonstrating its commitment to innovation, MTR Foods introduced groundbreaking products such as frozen dosas and ice cream vending machines. These offerings revolutionized the Indian food market, providing customers with quick and easy solutions for enjoying traditional Indian delicacies at home or on-the-go.

The strategic move positioned MTR Foods as a pioneer in the convenience food business, catering to the evolving needs of busy consumers. With a focus on taste, quality, and convenience, MTR Foods successfully captured the market and established itself as a leading player in the industry.

Today, MTR Foods continues to build on its legacy, offering a wide range of products including spices, ready-to-eat meals, desserts, breakfast mixes, and masala powders. Its extensive product portfolio reflects the company’s commitment to providing authentic and flavorful Indian cuisine to consumers across the globe.

As MTR Foods entered the convenience food business, it embraced the changing consumer trends and capitalized on the growing demand for ready-to-eat meals and ethnic cuisines. The company’s expansion beyond Karnataka to Tamil Nadu and Andhra Pradesh further solidified its position in the southern states.

MTR Foods’ success and growth in the convenience food sector can be attributed to its focus on quality, innovation, and customer satisfaction. By combining the traditional flavors of Mavalli Tiffin Rooms with modern convenience, MTR Foods has become a trusted brand in households worldwide.

Key Insights Data
Establishment of Mavalli Tiffin Rooms 1924
MTR Foods’ comeback and entry into convenience food business 1984
MTR Foods’ product range includes Spices, ready-to-eat meals, desserts, breakfast mixes, and masala powders
MTR Foods’ market presence Holds significant market share in categories like Ready to Eat, Ready to Cook, Breakfast Mixes, Masala Powders, and Pickles, with a strong presence in the South Indian food segment
MTR Foods’ expansion Expanded operations beyond Karnataka to Tamil Nadu and Andhra Pradesh

Marketing Mix Perspective of MTR Foods

When analyzing the marketing approach of MTR Foods, it is essential to explore the company’s marketing mix perspective. MTR Foods strategically focuses on four key elements: product, place, promotion, and price. By effectively utilizing these elements, MTR Foods has established itself as a leading player in the packaged food industry.

Product

MTR Foods offers a diverse range of high-quality packaged food products. Their product portfolio includes instant foods, spices masalas, condiments, and vermicelli. With a commitment to innovation, MTR Foods continually introduces new products to cater to changing consumer preferences. Their emphasis on producing items for breakfast, meals, and snacks, such as frozen dosa, showcases their dedication to providing convenient and delicious options.

Place

Recognizing the importance of reaching a wide customer base, MTR Foods has strategically expanded its distribution channels. They have a robust distribution network that covers urban and rural areas, supermarkets, small retail shops, and online platforms in India. Additionally, MTR Foods has a global presence, targeting regions with significant Indian diaspora around the world, including the United States, Canada, the United Kingdom, the Middle East, and Southeast Asia.

Promotion

In order to create brand awareness and positive attitudes towards their products, MTR Foods employs various promotional strategies. They engage in digital marketing, traditional advertising, in-store promotions, and sampling activities. Collaborations with renowned individuals like Jiggs Kalra further enhance their promotional initiatives. By strategically promoting their products, MTR Foods effectively communicates their brand value and unique offerings to consumers.

Price

Price is a critical aspect of MTR Foods’ marketing strategy. They employ various pricing strategies to maintain brand value and affordability. Market penetration pricing, competitive pricing, product line pricing, promotional pricing, and value-based pricing are all carefully considered to ensure that MTR Foods products are accessible to a wide range of consumers without compromising on quality.

Overall, MTR Foods’ marketing mix perspective demonstrates the company’s commitment to providing high-quality products, expanding their reach, creating brand awareness, and offering affordable pricing. By effectively utilizing these key elements, MTR Foods has positioned itself as a trusted and innovative player in the packaged food industry.

Milestones and Market Position of MTR Foods

Over its 98-year legacy, MTR Foods has achieved several significant milestones, establishing itself as a leading player in the Indian food processing industry. In 1984, the company expanded its operations beyond Karnataka, venturing into the national market and achieving widespread recognition for its authentic Indian spices and Ready to Eat meals.

Today, MTR Foods holds a prominent market position, with a 32% share in the Indian food processing industry. This places them in the top five in terms of production, consumption, export, and expected growth. Furthermore, MTR Foods is making its mark on the global stage, with a strong presence in Russia and parts of Central and Eastern Europe, positioning the brand as a significant player in the global food industry.

The company’s success can be attributed to its unwavering commitment to delivering high-quality products that reflect authenticity and simplicity, resonating with the diverse tastes and preferences of its target audience across India. MTR Foods continuously strives to enhance its product offerings and expand its market presence under the leadership of Chief Executive Officer, Murali S.

Under Murali S’s guidance, MTR Foods emphasizes customer engagement and quality as key drivers of success. The brand aims to position itself as a leading player in the food and beverage landscape by focusing on innovation, collaboration, and team empowerment. Murali S’s leadership philosophy is built on the pillars of integrity, transparency, and accountability, ensuring that MTR Foods operates with the utmost professionalism and ethical standards.

MTR Foods is leveraging its expertise in business strategy and operations management to drive sustainable growth globally. The brand prioritizes product innovation and market differentiation, consistently delivering exceptional products and services. With strategic growth initiatives and a focus on operational efficiency, MTR Foods is poised to further strengthen its market position and solidify its reputation as a trusted food brand.

Competitors and Market Share of MTR Foods

MTR Foods operates in a highly competitive market, facing rivals such as ITC, Gits Food, Kohinoor Foods, and Tasty Bite Eatables in the breakfast segment. Despite this competition, MTR Foods has established a strong foothold in the packaged food industry, securing a significant market share.

When it comes to the ready-to-eat segment, MTR Foods takes the lead with a commanding 51% market share, surpassing competitors ITC at 15% and Gits Food at 6%. In the ready-to-cook segment, MTR Foods holds a solid 35% market share, outperforming ITC with 25% and Gits Food with 9%.

In the instant mixes category, MTR Foods captures 36% of the market share, with Gits Food closely following at 27% and ITC at 20%. Within the pickles and snacks category, MTR Foods maintains a respectable 20% market share, while ITC stands at 35% and Gits Food at 15%.

These statistics highlight MTR Foods’ dominance in various segments of the packaged food market, solidifying its position as a market leader. MTR Foods consistently outperforms its competitors, showcasing its ability to understand and cater to ever-evolving consumer preferences.

The table above illustrates the market share of MTR Foods in different segments compared to its competitors:

Product Category MTR Foods ITC Gits Food
Ready-to-Eat 51% 15% 6%
Ready-to-Cook 35% 25% 9%
Instant Mixes 36% 20% 27%
Pickles and Snacks 20% 35% 15%

Through its strong market presence and innovative product offerings, MTR Foods continues to dominate the packaged food industry and expand its global reach. With a focus on quality, customer satisfaction, and commitment to sustainability, MTR Foods is well-poised to maintain its competitive edge in the market, ensuring continued growth and success.

SWOT Analysis of MTR Foods

MTR Foods has undergone a comprehensive SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats. This analysis provides valuable insights into the company’s position in the market and its potential for growth.

Strengths

  • MTR Foods offers a wide range of healthy and homemade food products, catering to the growing demand for convenient yet nutritious meals.
  • The company holds certifications for quality, such as the Hazard Analysis and Critical Control Points (HACCP), ensuring rigorous food safety and hygiene standards.
  • MTR Foods has a well-established and extensive distribution network, ensuring widespread availability of its products across India, including both urban and rural areas.
  • MTR Foods has expanded its reach beyond India, with branches in international locations like Singapore, Dubai, and Muscat, tapping into lucrative markets abroad.

Weaknesses

  • One of the weaknesses of MTR Foods is the requirement for hot water to prepare their products, limiting convenience for some customers.

Opportunities

  • MTR Foods has the opportunity to introduce innovative and convenient products to address evolving consumer needs and preferences.
  • The company can tap into the growing trend of substituting traditional breakfast items with ready-to-eat options, capturing a larger market share.
  • With the online food delivery industry growing at a rapid pace, MTR Foods can leverage e-commerce platforms to expand its customer base and increase sales.

Threats

  • Competition is a major threat in the food industry, as other players vie for market share and consumer attention. MTR Foods must stay innovative and differentiate itself to maintain a competitive edge.
  • Customer perception regarding preservatives and ingredients can pose a threat, as health-conscious consumers may opt for alternatives that align better with their dietary preferences.

By conducting a SWOT analysis, MTR Foods can capitalize on its strengths, address its weaknesses, explore new opportunities, and mitigate potential threats. This strategic approach enables the company to stay ahead in a competitive market and continue delivering quality products to its diverse customer base.

Product Portfolio and Manufacturing Process of MTR Foods

MTR Foods, a global brand with an extensive presence, offers a diverse product portfolio that caters to the taste buds of consumers around the world. Their range includes Ready-to-eat Curries, Rice, Soups, Breakfast mixes, Dessert mixes, Snack mixes, Spices & Masala, and Heat and Eat meals. In addition, they also offer accompaniments like Pickles and Papads, ensuring a comprehensive selection for their customers.

What sets MTR Foods apart is their commitment to maintaining the highest quality standards throughout their manufacturing process. They use premium ingredients to ensure the authentic taste and flavor of homemade food in all their products. MTR Foods focuses on innovation and continuously introduces new, exciting options for the modern consumer.

Manufacturing Process:

To maintain the quality of their products, MTR Foods follows a stringent manufacturing process. They adhere to strict hygiene practices and employ state-of-the-art technology and machinery. Here’s an overview of their manufacturing process:

  1. Sourcing: MTR Foods carefully selects the finest ingredients from trusted suppliers. They prioritize freshness, purity, and sustainability.
  2. Quality Control: The ingredients undergo rigorous testing and quality checks to ensure they meet the brand’s high standards.
  3. Preparation: MTR Foods’ expert chefs craft each recipe, preserving the traditional flavors while incorporating modern techniques.
  4. Cooking: The ingredients are cooked in controlled environments to retain nutritional value and enhance the taste.
  5. Packaging: MTR Foods utilizes advanced packaging techniques to maintain freshness and extend shelf life.
  6. Distribution: The finished products are distributed through a well-established network, ensuring they reach consumers worldwide.

This meticulous manufacturing process allows MTR Foods to deliver consistent quality and extraordinary taste in every product. It is this commitment to excellence that has helped them establish themselves as a leader in the convenience food industry.

With a wide range of offerings and a focus on quality, MTR Foods continues to delight consumers around the world with their delicious and convenient food options.

Country Contact Details
Australia Contact: +61 123456789 / Email: australia@mtrfoods.com
Canada Contact: +1 123456789 / Email: canada@mtrfoods.com
UK Contact: +44 123456789 / Email: uk@mtrfoods.com
Germany Contact: +49 123456789 / Email: germany@mtrfoods.com
Australia Contact: +61 123456789 / Email: australia@mtrfoods.com
New Zealand Contact: +64 123456789 / Email: nz@mtrfoods.com
Middle East Contact: +971 123456789 / Email: middleeast@mtrfoods.com
Japan Contact: +81 123456789 / Email: japan@mtrfoods.com
South East Asian Countries Contact: +65 123456789 / Email: southeastasia@mtrfoods.com

Distribution Channels and Marketing Initiatives of MTR Foods

MTR Foods has strategically expanded its distribution channels to ensure that its products are easily accessible to a wide range of consumers. With a comprehensive network covering both urban and rural areas, MTR Foods has established a strong presence in supermarkets, small retail shops, and online platforms.

The company collaborates with large retail chains and supermarkets to secure prominent shelf placement and visibility for its products. This strategic partnership helps MTR Foods attract a diverse range of customers and increase its market share. By leveraging these distribution channels, MTR Foods has been able to reach a larger consumer base and generate significant sales volume.

In addition to traditional distribution channels, MTR Foods has also embraced the growing trend of online shopping. The company has launched an e-commerce platform, allowing customers to conveniently purchase their favorite MTR Food products at the click of a button. This initiative is in line with the changing consumer behavior and offers a seamless shopping experience to the tech-savvy audience.

To create awareness and generate demand for its products, MTR Foods employs various marketing initiatives. The company utilizes digital marketing strategies, traditional advertising campaigns, in-store promotions, and collaborations with chefs to promote its brand and product portfolio. These marketing efforts help MTR Foods stay top-of-mind for consumers and reinforce its position as a trusted and reliable food brand.

Moreover, MTR Foods understands the importance of providing pocket-friendly and affordable rates to its customers. The company’s pricing strategy aims to make its products accessible to a wider range of consumers. Additionally, MTR Foods offers promotional policies such as providing 20% extra product with each purchase, further enticing customers to choose their products over competitors.

Distribution Channels Marketing Initiatives
Supermarkets Digital marketing campaigns
Small retail shops Traditional advertising
Online platforms In-store promotions
Collaborations with chefs

Conclusion

MTR Foods’ marketing strategy has been instrumental in their success as one of the top five processed food manufacturers in India. Through their innovative approach, commitment to quality, and understanding of diverse consumer tastes, they have established themselves as a marketing marvel in the food industry.

The company’s marketing mix perspective, milestones, and market position showcase their ability to align internal resources with the external market and create customer value. Their product range, which includes instant foods, spices masalas, condiments, and vermicelli, caters to the evolving needs and preferences of consumers.

MTR Foods has not only captured the domestic market but also exports a wide range of packaged foods to global markets such as the USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE, and Oman. This global expansion is a testament to their commitment to quality and their ability to meet international standards.

As the Indian food processing industry continues to grow, MTR Foods is well-positioned to capitalize on the immense opportunities it presents. With their focus on achieving the right balance of efficiency and innovation, the company is poised to lead the way in meeting the evolving demands of Indian consumers.

FAQ

What is MTR Foods’ marketing strategy?

MTR Foods’ marketing strategy focuses on aligning internal resources with the external market to create customer value. They offer a diverse range of packaged food products, strategically expand distribution channels, and employ various promotional tactics.

How did MTR Foods evolve from Mavalli Tiffin Rooms?

MTR Foods originated from Mavalli Tiffin Rooms, a renowned restaurant in Bangalore. After a temporary closure during the Indian Emergency, MTR Foods made a remarkable comeback in 1984 and ventured into the convenience and instant food business.

What elements does MTR Foods focus on in their marketing mix?

MTR Foods focuses on four key elements in their marketing mix: product, place, promotion, and price. They offer a wide range of packaged food products, strategically expand distribution channels, employ various promotional tactics, and carefully consider pricing strategies.

What milestones has MTR Foods achieved in the food industry?

MTR Foods expanded their operations beyond Karnataka in 1984, capturing a wider market. They hold a prominent market share of 32% in the Indian food processing industry and have established a strong presence in Russia and parts of Central and Eastern Europe.

Who are the competitors of MTR Foods and what is their market share?

MTR Foods faces competition in the breakfast market from competitors like ITC, GITS, Kohinoor Foods, and Tasty Bite Eatables. When combined with ITC, MTR Foods holds a market share of 45%, while competitors like GITS, Kohinoor Foods, and Tasty Bite hold a market share of 39%.

What does the SWOT analysis of MTR Foods reveal?

MTR Foods’ SWOT analysis highlights their strengths, such as a wide range of healthy food products and an extensive distribution network. It also identifies weaknesses like the requirement for hot water to prepare their products and opportunities like introducing innovative and convenient options. Threats include competition from other players in the food industry.

What products does MTR Foods offer and what is their manufacturing process?

MTR Foods offers a diverse range of over 140 products across multiple categories, including breakfast items, meals, and frozen foods. Their manufacturing process focuses on maintaining high quality, using quality ingredients, and ensuring homemade taste and flavor.

What are the distribution channels and marketing initiatives of MTR Foods?

MTR Foods’ products are easily available in supermarkets, hypermarkets, convenience stores, and grocery stores. They have also launched an e-commerce platform. They employ various marketing initiatives, including advertising, personal selling, sales promotions, and sampling activities to create awareness and generate demand for their products.

What is the conclusion of MTR Foods’ marketing strategy?

MTR Foods’ marketing strategy aligns internal resources with the external market, creates customer value, and positions them as a marketing marvel in the food industry. Their commitment to innovation, quality, and customer satisfaction has solidified their success and positioned them as a leader in the food processing industry.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.