MARKETING ANALYSIS OF MTR DHOKLA MIX

PRESENTED BY:ABHISHEK GUPTAADITYA JHAWARRITIBHA MEHTAROHIT MALIKSAHIL SURISANDEEP SHARMASAPAN TYAGISUNAYNA GUPTA

PRODUCT DETAILSPRODUCT NAME : INSTANT MIX DHOKLA

PARENT COMPANY : MTR FOODS PVT. LTD.

MANUFACTURING AND PACKAGING : BANGLORE

SELLING PRICE : Rs 26(FOR 200 gms)

SEGMENT : INSTANT FOODS

OTHER PRODUCTS : DOSA MIX(in instant food segment) SPICY IDLI MIX

GULAB JAMUN MIX RAVA DOSA

RASAM MIX SAMBAR MIX

1924: Incorporated as Mavalli Tiffin Rooms

1975: Sadananda Maiya, a member of the founding family of the restaurant, branches into packaged food and founds MTR Foods Ltd.

1983: MTR begins its push into a wider regional market.

1994: The firm is reorganized and embarks on nationwide distribution.

2002: Super Shop restaurant chain debuts.

INTRODUCTION TO MTR

COMPANY’S OBJECTIVETO CATER AND TAP INTO THE FOLLOWING FOOD SEGMENTS:INSTANT FOOD SPICES AND SPICES MIXREADY TO EATBEVERAGESPAPADS PICKLESICE CREAM

TO CHANGE THE WAY COOKING IS DONE AND ADD TASTE AND FLAVOUR TO FOOD AND LIFE OF THE PEOPLE

TO ATTAIN A SUBSTANTIAL MARKET SHARE IN NORTH INDIA AND TO MAINTAIN ITS EXISTING SHARE IN THE SOUTH INDIAN MARKET

MARKETING ENVIRONMENT:MTR DHOKLA MIXMARKETING ENVIRONMENT:MTR DHOKLA MIX

Company

DEMOGRAPHIC

ECONOMIC

TECHNOLOGICAL

LEGAL

SOCIO-CULTURAL

CustomersIntermediaries

Suppliers Competitors

4P’S OF MTR DHOKLA MIX

MIXProduct

PromotionPlace

Price

LIST PRICE

DISCOUNTS

PRIC

E

VARIETY

QUALITY

FEATURES

PACKAGING

SIZES

SALES PROMOTION

ADVERTISING

DIRECT MARKETING

CHANNELS

LOCATIONS

TRANSPORT

PRO

DU

CTPL

ACE

PRO

MO

TIO

N

SWOT

OPPORTUNITY

THREATS

STRENGTHS

WEAKNESSES

SWOT ANALYSIS

SWOT ANALYSIS

INTERNAL ENVIRONMENT

STRENGTHS

1. STRONG BRAND RECOGNITION2. EASY TO COOK3. TRADITIONAL DHOKLA TAKES AROUND 8-9 HRS BUT MTR’S

DHOKLA TAKES ONLY 30 MINS4. A DELIGHT FOR VEGETARIANS5. DOESN’T CONTAIN FATS OR CHOLESTROL6. EFFECTIVE PRICE

WEAKNESSES

1. WEAK DISTRIBUTION NETWORK2. WEAK PROMOTION.3. NO GUIDELINES FROM COMPANY ABOUT SHELF SPACE4. STEP BEHAVIOR TOWARDS THE PRODUCT DHOKLA5. PRODUCT IS NOT AVAILABLE IN DIFFERENT SIZES AS OTHER

MTR PRODUCTS6. SALES FORCE EFFECTIVENESS IS LESS.

EXTERNAL ENVIRONMENT

OPPORTUNITY

1. LOYAL USERS WHO HAVE TRIED THE DHOKLA2. CAN BE PROVIDED IN DIFFERENT SIZES

THREATS

3. BRANDS LIKE GITS POSE A THREAT TO MTR4. LESS MARGIN PROVIDED TO RETAILERS5. OWN RANGE OF PRODUCTS SUCH AS UPMA, DOSA AND IDLI

SERVE AS PERFECT SUBSITUTE.

COMPETITORS

GIT’S INSTANT DHOKLA MIX MRP – Rs. 25 (180 gm) TOPS INSTANT DHOKLA MIX MRP – Rs. 24 (200gm)

BAMBINO INSTANT DHOKLA MIX MRP – Rs. 24 (200gm)

OTHER LOCAL BRANDS MRP – Rs. 18 – 22 (200-250gm)

COMPETITON FROM SWEET SHOPS WHERE READYMADE DHOKLA IS AVAILABLE

SUBSTITUES

INSTANT IDLI MIX INSTANT WADA MIX INSTANT DOSA MIX INSTANT UPMA MIX

Availability Of MTR Instant Dhokla Mix

• Total outlets surveyed: 75• Availability of MTR products: 29• Availability of MTR Instant Dhokla Mix: 17

Customer Awareness

• Total customer surveyed - 64• Use MTR Dhokla Mix- 09• Use other dhokla mix - 14• Buy from sweet shops - 41

STRATEGIES FOR GROWTH

AWARENESS

PRODUCT DIFFERENTIATION

SHELF SPACE

DISTRIBUTION NETWORK

PROMOTION

RETAILERS INCENTIVE

ADVERTISING

STRATEGIES FOR GROWTH

AWARENESS• Through other products of MTR• Free Dhokla packet on return of 5 empty packets of any MTR

products.• Persuading retailers to promote MTR Dhokla

PRODUCT DIFFERENTIATION

SHELF SPACE

DISTRIBUTION NETWORK

PROMOTION

RETAILERS INCENTIVE

ADVERTISING

STRATEGIES FOR GROWTH

AWARENESS

PRODUCT DIFFERENTIATION

• By value addition : offering chutney in MTR dhokla pack.

SHELF SPACE

DISTRIBUTION NETWORK

PROMOTION

RETAILERS INCENTIVE

ADVERTISING

STRATEGIES FOR GROWTH

AWARENESS

PRODUCT DIFFERENTIATION

SHELF SPACE

• Keeping MTR dhokla stock at eye level

• Selecting shelf along the walls of the store

• Selecting shelfs at the corner of aisle

• Selecting shelf nearest to the billing counter

• Selecting shelf nearest to store entrance and adjacent to front window display

DISTRIBUTION NETWORK

PROMOTION

RETAILERS INCENTIVE

ADVERTISING

STRATEGIES FOR GROWTH

AWARENESS

PRODUCT DIFFERENTIATION

SHELF SPACE

DISTRIBUTION NETWORK

• Improving push strategy

• Persuading those retailers who currently are not keeping MTR Dhokla

• Timely delivery to retailer

• Support to retailer- planning, placing products

PROMOTION

RETAILERS INCENTIVE

ADVERTISING

AWARENESS

PRODUCT DIFFERENTIATION

SHELF SPACE

DISTRIBUTION NETWORK

Promotional Strategy

• Free samples of cooked MTR Dhokla mix

• Free sample packets of MTR Dhokla mix

• Product bundling

• Introducing offers

Retailers Incentive

Advertising

STRATEGIES FOR GROWTH

AWARENESS

PRODUCT DIFFERENTIATION

SHELF SPACE

DISTRIBUTION NETWORK

PROMOTIONAL STRATEGY

RETAILERS INCENTIVE

• BAKER’S DOZEN

ADVERTISING

STRATEGIES FOR GROWTH

AWARENESS

PRODUCT DIFFERENTIATION

SHELF SPACE

DISTRIBUTION NETWORK

PROMOTIONAL STRATEGY

RETAILERS INCENTIVE

ADVERTISING

•PRINT MEDIA

•LOCAL CABLE ADVERTISEMENT

STRATEGIES FOR GROWTH

Conclusion

•Low current sales

•Step treatment

•MTR is successful in most of their other products

•Customers satisfied by taste

•MTR Dhokla mix needs to implement the discussed strategies