To study the Mother’s Recipe Ready to Cook versus competitors &perception of Ready to Cook Mixes Presented By: By: Akhilesh Sharma Balaji Institute Of modern management MM1214309
1. To study the Mothers Recipe Ready to Cook versus competitors
&perception of Ready to Cook Mixes Presented By: By: Akhilesh
Sharma Balaji Institute Of modern management MM1214309
2. Objective of the study Identify the levels of awareness
among consumers for Mothers Recipe Ready to Cook To assess the
availability of various Mother's Recipe products To find out how
often consumers usage RTC To understand consumers perception and
acceptability of various Mother's Recipe products
3. Growth of RTC sector 0 50 100 150 200 250 300 2005 2025 RTC
Market size Estimation in India RTC Market in India Figures in `000
Source: McKinsey Global Institutes (MGI)
4. Survey: Ready to Cook Food in Metropolitan Cities Responses
from 3000 representative households (10 metros in India) With
Children Without Children Nuclear Families Bachelors 86 14
Households Prefer RTC 72 28 Bachelors Prefer RTC 67 33 Working
Women Prefer RTC Study conducted By ASSOCHAM (Jan 2011) Associated
Chambers of Commerce & Industry of India
6. Among Top 5 processed food manufacturers in India 7
vegetable special, 10 delicious Indian paneer special 4 breakfast
mixes. Focus on Traditional Indian foods Extensive local
advertisements
7. ITC- Two Brands - Kitchens of India & Ashirvaad Markets
Indian food in US, UK, Europe & Australia 6 masala mix and 9
curry mixes Focus on selling Indian cuisine abroad Targets Global
Indians
8. Promotions
9. Offers packaged Indian RTC & Soups Focus on Packaging No
compromise on Quality Target Diet Conscious Less
cholesterol/Calories
10. Promotions Targeted at couples Tag Line: Restaurant Jaisa
khana The Add of the brand mainly focus on the functional
attribute.
11. Competitive Price/Quantity than rivals. Expertise in
websites & social Media. 26 variants
12. Promotions: Point of sale In shop Product display
13. 1. Tangles. 2. Apron. 3. Placement of product at Billing
Counters. 4. Door Stickers. 5. Branding.
14. Tangles
15. Apron
16. Placement of product at Cash Counters
17. Door Stickers
18. Branding
19. Brands available-Number of Variants-Top 3 variants of each
brand, MRP, Net weight, Average placement per outlet.
20. 1. Butter Chicken Masala Mix. 2. Hyderabadi Chicken
Biryani. 3. Chicken Curry Masala Mix. Weight: 100g Price: Rs.40
Expiry: 11 Months Add: Water + Butter + Vegetables/chicken Average
Placement : 10
21. 1. Chinese Schezuan. 2. Chicken Manchurian. 3. Chinese
Chili. Weight: 55g Price: Rs.40 Expiry: 12 Months. Add: Water+
Panera + Vegetables/Chicken + Maida (in Manchurian) Average
Placement:10
26. Evaluate a companys position 0% 10% 20% 0.101.00
BusinessGrowth Market Share BCG Matrix West East North South L o w
H ig h High Low
27. Perception of Ready to Cook Mixes Sampling Units:
Housewives, Working Women, Convenient seeker Research Design:
Exploratory research was conducted to achieve goal of the project.
Extent: Bangalore Sample Size: The sample size 75 Data collection
Method: Primary Data, Secondary Data, Field Work
28. The following questions were asked to the customers to find
out the awareness, brand image, perception and food eating
habits.
29. What is your overall perception of the product Ready to
cook instant mix? 5% 15% 20%60% Customer perception about RTC
instant mix Poor Average Good Excellent
30. Which level of quality best describes Mothers Recipe RTC?
10% 30% 60% Quality Low Quality Average Quality Good Quality High
Quality
31. How you feel about the product RTC instant mix. 70% 10% 20%
Value Excellent Good Average Not a Value
32. How important are these features as being a part of RTC
instant mix? (a) Packaging (b) Color (c) Proportion (d) Price 5%
15% 80% Features Not Important Neutral Important Very
Important
33. Would you be interested in buying it? 30% 10% 10% 50%
Intrest in Buying RTC Not Interested Indifferent Somewhat
Interested Very Interested
34. If offered a discount, would you be interested in buying
this product? 5% 20% 20% 55% Interested in buying this product if
offered discount Unlikely Not Sure Would Consider Likely
35. Which is your regular shopping place? 70% 5% 5% 20%
Shopping place SuperMarket KiranaStore Other SuperMarket and kirana
store
36. Which variant of Mothers Recipe RTC instant Mix did u use?
25% 20% 5% 20% 20% 7% 3% Variant Use Paneer Butter masala Chicken
Chettinad Poha Chicken Curry Butter chicken Chicken Biryani
Vermicelli and Payasam
37. Findings Awareness of Mother's Recipe as a brand is very
low amongst the consumers Awareness of RTC Mixes is also low This
leads to a very low rate of trial of the product RTC is Niche as
very few brands only offer products in this segment When asked
about the of the product, many respondents suggested reduction in
Price. Lot of retailers confused RTC with Masala which is a totally
different thing.
38. Conclusion Movement of RTC is very slow. At least 80% of
the customer does not know about the Mothers Recipe RTC instant
Mix. Very low recall of Mothers Recipe brand. No company is doing
very well in the market almost every competitor provides same
variants in RTC.
39. Expected contribution from the study Based on the research
of the Product, Market, Consumer and Competitors, the
recommendations and suggestions are categorized into 3: Brand Level
Product Level Retail Level
