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Case Study On MTR Foods

MTR Foods started as a restaurant in Bangalore in 1924 and later expanded into packaged foods. It focuses on product quality and innovation to meet consumer needs. MTR uses its restaurants and a strong distribution network to sell products nationwide and internationally. The company promotes its brands aggressively through various advertising campaigns and celebrity endorsements. It employs competitive pricing strategies like discounts and differential pricing based on product features.

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Khushbu Pandey
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614 views9 pages

Case Study On MTR Foods

MTR Foods started as a restaurant in Bangalore in 1924 and later expanded into packaged foods. It focuses on product quality and innovation to meet consumer needs. MTR uses its restaurants and a strong distribution network to sell products nationwide and internationally. The company promotes its brands aggressively through various advertising campaigns and celebrity endorsements. It employs competitive pricing strategies like discounts and differential pricing based on product features.

Uploaded by

Khushbu Pandey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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CASE STUDY ON MTR FOODS

SUBMITTED TO: PROF.(DR.) DEEPALI BHATNAGAR


SUBMITTED BY: SUPRIYA
SONAM
KHUSBHU
SHIVANI
INTRODUCTION
• MTR
• Founder- Yagnanarayana Maiya
• MTR, which is broadly known as Mavalli Tiffin Rooms
is an Indian company much known for manufacturing
the packaged food as well as running a restaurant. The
origin of the company is in Bangalore.  It started its
journey in the year 1924. In 2007, MTR Foods was sold
to Orkla, a Norwegian Conglomerate company.
• MTR food actually acted as a joint stock company
belonging to the food industry. 
HOW IT STARTED
• MTR turned into a packaged food brand much later than its
inception. In the initial phase it was started as a restaurant
(Mavalli Tiffin Rooms) under the proprietorship of Yagnanarayana
Maiya. The restaurant still exists with all its glory having 8 outlets
in Bangalore only.

• Other places where the restaurant exists are Udupi, Dubai,


Bangalore and Singapore. The son of Yagnanarayana Maiya,
Sadanand Maiya headed the MTR Foods Private Limited till 2007
when it went on to merge with Orkla. By that time MTR had turned
into a quite prominent name in the world of readymade foods and
spices. There are varieties of products like pickles, sweets, meal
mixes and masala pastes which are made by this brand name.
MTR- Marketing Strategies
And Interesting Reasons
Behind Its Marvelous Success
MTR FOODS A PRODUCT DOMINANT COMPANY

• The company backdrop shows MTR as a company that continuously


innovates and produces product with match of consumer needs wants
and demands. Product efforts are Quality as strength to attract and
retain customers. The frame work of “Customer Vs Product” matching
of this company can be understood as marketing marvel Company.
To enable has Product Company MTR focussed on “Product & Quality
certifications” by different Food quality Regulators. FSSAI This
company has concentrated on single product line. Products based on
different features, benefits, quality, variety items, and assortments. In
this process of product assortment of the company, it is able to create
value to the customer. This is done with a strong quality assurance
system and certification. Product mix of the company is able to
generate sufficient revenues for the business of the product.
PLACE IN THE MARKETING MIX OF MTR FOODS

• For MTR foods they used its own MTR tiffin centers to sell the
products then started selling through other retail shops. MTR
spreaded it business in different parts of the worlds starting
from Benguluru as its headquarters in Karnataka. MTR has also
opened its fast-food restaurants on franchisee concept called
MTR Super Shops and these are located in most cities and towns
of India. It has seven facilities to conduct manufacturing process.
It has a strong and extensive distribution network that includes
services of distributors and retailers. MTR Foods has launched
its e-commerce platform from Bangalore as a venture to move
with changing times. Online selling is e-commerce platform for
company and its comes under place in marketing mix elements.
PROMOTION IN THE MARKETING MIX OF MTR FOODS

• MTR Foods pursues an aggressive and intensive


marketing strategy at regional, national and
international levels. It has organized sampling
activities at popular places and launched several
ad campaigns via television, magazines,
newspapers, and social media platforms to garner
maximum coverage. It has collaborated with Jiggs
Kalra, celebrity chef, to increase its brand
visibility. It was the first company in India to
receive an award for Technology Absorption by P
PRICE IN THE MARKETING MIX OF MTR FOODS

• MTR follows the differential pricing for each benefits, features it


adds. MTR Foods is estimated as rupees 700-crore company
with a growth rate at 18 % CAGR. Its exports account for nearly
20 % and sales in Southern states to 60 % of its total revenues.
MTR Foods has adopted a market penetration pricing policy and
has implemented reasonable rates for its products. MTR Foods
has launched its web portal as a much-needed initiative to garner
larger profits as it will be able to cut down on its distribution
costs. It has also implemented promotional policies and offers
incentives like 20 % extra product with the original.xi The fifth P
of marketing mix is packaging is dominant by this MTR company
as its product-based firm and food-based industry.

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