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Group 3

Division C

NMIMS

2009-11

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Introduction

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Ready to Eat Market - Evolution

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Ready to Eat Market Current

Scenario

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Major Players Mission & Vision

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Research Methodology

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Brands and Pricingy Brands

Kitchens of India (ITC)

MTR

Veetee

Gits

y Pricing

Skimming the cream policy - ITC

Penetration policy - MTR, Gits, Veetee

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Packaging and Positioningy Packaging

y Eleganceand trustworthiness - ITC

y Practicalityand user friendlyapproach - MTRy Regional Appeal - Gits

y Aligning with the industryleader - Jashn

y Positioning

y Prominent and upright display - ITC

y Quantity Maximization MTR

y Obscured display - Gits

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Conclusions(market survey

analysis)y Theconcerned section was located at the verycentre of the

mall,and the team found the section out even beforestarting the search.

y Grouping of product was categoryas wellas brand based.We wereclearlyable to demark ready to eat section fromthe nearby ready to cook section and all the differentbrands weregiven separate shelf space

y The price range being within a very narrow band, where thepricedifference between theextremes was less than 10%,the packaging was deemed to be the major factor, in whichITC kitchen of India was wayahead of the rest.

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Conclusions(cont)y The south based MTR offered a different platter which

catered to South Indian taste(specific). All others had amore cosmopolite platter.

y Except ITC, other player do not havea big brand recall.y All the players except Gits Foods had print advertisements

in place

y The product placement at the shelves was the best for

Kitchens of India(at eyelevel), Gits and MTR wereeitherkept too low or in an unorganized manner

y The sales assistant in the mall were not pushing for anyparticular brand,and when asked, were rather ambivalent