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Recommendations for MTR

Discuss Recommendations for MTR within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; 1. Authentic Taste: At the other end of the convenience spectrum, there has been evidence of a return to traditional ...



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Recommendations for MTR
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Abhijeet S
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Recommendations for MTR - September 25th, 2010

1. Authentic Taste: At the other end of the convenience spectrum, there has been evidence of a return to traditional cooking with the growing popularity of cookery programmes and celebrity chefs.

This has not meant, however, that consumers have taken to cooking from scratch every night. With the Indian palate generally not being very adventurous, the foods have to be traditional. Otherwise, why would Mc Donald’s go in for Veg Burgers or Dominoes for 'Chatpata Masaledaar' pizza? So, if amma's sambhar can be packaged and sold without changing its aesthetics then you have a winner on your hands.

2. Hygiene: They have to be hygienically prepared and packed scientifically without a change in aesthetics.

3. Economical Price: Another aspect to be kept in mind is that the Indian customer is price sensitive so items have to be reasonably priced. This is what one of the respondents had to day, “Once a while, it's okay but not always. It does not work out to be very economical.”

One way of making these products available to masses is by keeping the prices low and affordable. In fact, MTR’s low-priced (Rs 5) “Softy Ice cream” launched in the Bangalore city was the main reason for other ice-cream companies to slash their price. Our aim should be to give maximum products to our consumers at affordable prices.

4. Promote products on the health platform: Products aimed at reducing coronary heart disease, cancer, osteoporosis and cholesterol or enhancing immunity and memory are attracting consumer interest.

Ingredients such as probiotics, phytochemicals, antioxidants and fiber are being included in formulations for specific benefits. Fortified juices, yogurts, cereal and bread products are just some of those available.

5. Work on the quantity provided: Normally these items come in a pack of 200 to 300 gms. This quantity would not suffice a family with say 4 to 5 members. “I agree life has become easy with these. But I don't think they are meant for everybody.

The quantity is pretty less. It just doesn't even suffice for a single stomach,” complains Aditi, a working woman. Keeping such customer regrets in mind, companies, like ITC, MTR or Tasty Bite, are making food packets that can serve at least a family of four, at quantities of 400-500 grams and at prices ranging from Rs. 22 to Rs. 222. And as these ready-mixes find more acceptance prices will fall involuntarily.

6. Wide product range: Food products are becoming more "charged" and are expected to fulfill a complex array of needs and to perform to increasingly high standards. Consumers are more demanding as their horizons are broadened and expectations raised in terms of new experiences and new thrills, whether these be visually spectacular movies, foreign cultures or exotic new tastes.

Further, This will also be an advantage, for the company will be able to appeal to different cross sections of consumers across the various Food Bazaar stores in the country.

7. Consistency of taste: The key to success in packaged foods is in the consistency of taste. This should be maintained.

8. Increase shelf life: We should work on strategies to deliver the same taste and increase the shelf life of these packaged ready-to-eat foodstuffs.

9. Highlight Safety: Many of us who play it safe do not try the food apprehending the safety, nutrient quality or the taste. However we should highlight that safety is not an issue at all. Consumers are demanding more information. With concerns such as accurate bio activity and appropriate dosage, the need for science behind product claims is increasing.

We should focus on the fact that all food items that are packaged and sold in the market have to get the PFA (prevention of food adulteration) certification, which by itself is a safety seal.

10. Prevention of Food Adulteration Act (PFA): Following the PFA Act guidelines for the food products are absolutely essential. These rules are to be strictly followed.

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