Date post: | 29-May-2018 |
Category: |
Documents |
Upload: | krishnadeepgupta4018 |
View: | 215 times |
Download: | 0 times |
of 11
8/8/2019 CAR Market Research - Group 3
1/11
Group 3
Division C
NMIMS
2009-11
8/8/2019 CAR Market Research - Group 3
2/11
Introduction
8/8/2019 CAR Market Research - Group 3
3/11
Ready to Eat Market - Evolution
8/8/2019 CAR Market Research - Group 3
4/11
Ready to Eat Market Current
Scenario
8/8/2019 CAR Market Research - Group 3
5/11
Major Players Mission & Vision
8/8/2019 CAR Market Research - Group 3
6/11
Research Methodology
8/8/2019 CAR Market Research - Group 3
7/11
8/8/2019 CAR Market Research - Group 3
8/11
Brands and Pricingy Brands
Kitchens of India (ITC)
MTR
Veetee
Gits
y Pricing
Skimming the cream policy - ITC
Penetration policy - MTR, Gits, Veetee
8/8/2019 CAR Market Research - Group 3
9/11
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
8/8/2019 CAR Market Research - Group 3
10/11
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.
8/8/2019 CAR Market Research - Group 3
11/11
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