CONSUMER BEHAVIOUR
ASSIGNMENT-1
MTR 3- Minutes Breakfast
BY:
Ananya Madabhusini-19BSP0335
Deekshitha Alisetty-19BSP0764
Komatineni Sai Hanish Chandra-19BSP1341
Tatikayala Laxmi Naga Durga-19BSP3054
Tammisetti Naveen-19BSP3009
MTR
MTR – Mavalli Tiffin Room, a small restaurant serving Udipi cuisine
It was started by ParampalliYajnanarayanaMaiya and GanappayyaMaiya in 1924
They moved to a larger space in 1936. Invention of Ravaidli
In 1995, they entered into Spices and Masala Category.
Honesty in maintaining the Quality to bring the taste of our own kitchen
In 1996, Fully automatic vermicelli plant has commissioned
In the last 5 years, they innovated nearly 44 Products
MTR makes an international entry into China, Japan and Hong Kong in 2006.
MTR BREAKFAST
MTR Foods Private Limited, the leader in Indian Breakfast in India has launched a first-of-its-
kind breakfast range called MTR 3 Minute Breakfast. The newly launched range consists of
popular Indian breakfasts from across the country like Poha, Upma, Oats and Halwa and cooks
in just 3 minutes by just adding hot water.
The breakfast is the most rushed meal occasion and also the most skipped meal, this unique and
delicious range of six products is available in three different packaging formats for various
consumption occasions, at-home or on-the-go. With this range MTR has made Indian breakfast
in a convenient and quick pour-and-eat formulation, very similar to breakfast cereal!
Competitors for MTR are:
iD’s Fresh Foods
ITC Limited Foods
Priya Foods
Nilsons
TATA Sampann
Gits Foods
Kohinoor
Saffola
Perpetual Map Of MTR Breakfast:
As we can see in the perpetual map, there are 4 attributes that is
a) High Price
b) High Taste
c) Low Price
d) Low Taste.
Company Qunatity Prices Price Taste
MTR Breakfast 500 gm 110 High Price High Taste
ITC Limited 500gm 110 Moderate Price High Taste
Foods
iD’s Foods 1000 gm 74 Low price High Taste
Kohinoor 400gm 79 Moderate Price Moderate Taste
Priya Foods 200gms 55 Moderate Moderate
Price Taste
Nilson’s 400gms 178 High Price Better Taste
Saffola 450gms 100 Low Price High Taste
TATA Sampann 180gms 52 High Price Low Taste
Gits Foods 500gms 115 High Price High Taste
So, Based on these 4 attributes and price of the products, taste, Quality, Quantity, Hygiene,
..etc .According to the those attributes we have placed them in the quadrants. For instance,
Instant mix of Idly in every brand in the below table:
Point of Parity (POP):
a) Same type of market
b) Competitive pricing
c) More or less number of variants
d) 3-minutes Breakfast.
Point of Difference (PODs):
a) 100% natural
b) Unparalled Taste and Flavour
c) Uncompromised Food Quality
d) Rich in Nutrients
e) Focused on Indian Breakfasts
f) Technology
g) Vegetarianism
Positioning Statement:
“For People with Instant Food, MTR Breakfast is the Breakfast that delivers hygiene instant
breakfast , so that they can enjoy Breakfast with in 3-minutes at any time because its easy to
Cook instantly a serving of hot, mouth-watering Indian breakfast in just a few minutes.
2. BRANDS ADVERSTIMENTS:
Market segmentation for MTR:
Advertisement Link: https://www.youtube.com/watch?v=lUGITBccwoY
Segmentation: Geographic Segmentation and Behavioral Segmentation
Geographic segmentation is about segmenting your audience based on the region they live or
work in. This can be done in any number of ways: grouping customers by the country they
live in, or smaller geographical divisions, from region to city, and right down to postal code
Behavioral Segmentation requires us to know about our customer’s actions. These
activities may relate to how a customer interacts with your brand or to other activities
that happen away from your brand.
In the breakfast segment, with the instant idli, dosa, vada mixes, the MTR able to bring down
the preparation time from one-and-a-half day to 45 minutes. But in today’s day and age, 45
minutes is too long a time. For the urban millennial always on the run, 45 minutes is a big
investment. Plus, preparing Indian food is perceived to be cumbersome, resulting in a
reduction of Indian cuisines’ share on the household dining table. So, they introduced the
three-minute breakfast range to serve the millennials. Now, with this new range, the Indian
breakfast is as convenient as the Western breakfast.
Also, The company focuses on the Indians in Abroad. The Indians who goes from India to
abroad, if they want to have aindian breakfast it’s difficult for them to buy all the ingredients
and prepare breakfast or have Indian breakfasts in Abroad. So, as we can see in the
advsertisment MTR Breakfast is the best option them to cook the Breakfast in 3 minutes and
cut down all the ingredients cost and share their breakfast with their friends.
Market segmentation for Gits:
https://www.youtube.com/watch?v=te2y7QVrhto
Gits pioneered the packaged food segment by being the first company to introduce the concept of
instant mixes in India, in 1963.
The above advertisement is related to Psychographic market segmentation. It focuses on
customers who value quality.
The advertisement mainly talks about the instant mix by Gits.
In the above advertisement, kids spoiled the whole mixture of food, which is about to use for the
breakfast.
Because of the instant mixes by Gits, the batter can be prepared easily with-in minutes and the
quality and taste of the mix is good, no preservatives were added by Gits to those mixes.
The instant mixes can be prepared easily whenever the person in family wants to have a
breakfast in the morning.
Market segmentation for ITC limited (Aashirvaad):
https://www.youtube.com/watch?v=NI97aq6lu2c&pbjreload=101
Aashirvaad is an ITC limited product, which is known widely for instant mixes. Aashirvaad is
established in the year 2002.
The above advertisement is related to psychographic market segmentation and behavioral market
segmentation, because it mainly focus on quality and the usage of the product.
The advertisement is a very famous and well known advertisement, which is about Aashirvaad
instant mix.
In the advertisement a kid named Tarun, who brings different varieties of food prepared by her
mom with Aashirvaad instant mix.
Tarun shares the food with his classmate’s everyday with different food items prepared with
Aashirvaad Atta instant mix. They like the food because of the taste and variety of food.
The Aashirvaad mixes are carefully hand-picked and processed with good quality and packed
very well with the same love and care with which we prepare our food.
At the end of advertisement, they showed variety of items can be prepared daily for a week very
easily with the instant Atta mix. The main factor was, the kids were enjoying the food because of
its taste and wide range of varieties.
Market Segmentation of ID Fresh Foods:
https://www.youtube.com/watch?v=8sDncIuMXXQ
Back in 2005, They were a small store selling idly and dosa batter. Today they were helping put
home-made meals on dining tables across Bangalore, Mysore, Mangalore, Mumbai, Pune,
Hyderabad, Vijaywada, Vizag, Rajahmundry, Chennai, Ernakulam, Coimbatore, Cochin,
Sharjah, Abu Dhabi and Dubai.
iIn iD’s new campaign video, we see a lady doctor, who has not visited home since the last two
weeks, on a video call with her young daughter.
She is happy to hear the reassuring “We are fine” from her daughter, son and husband. The
pleasant surprise though is to be told that the family hasn’t ordered any food from outside over
the fortnight!
As the doctor sips her “fuel” – iD Filter Coffee Decoction – she is amused to watch her husband
make an ‘Australia-shaped dosa’ with iD Idly & Dosa Batter. In the meanwhile, their little son
starts unpacking the iD Grated Coconut in a Coconut for some delectable, home-made chutney.
The young daughter is in-charge of lunch and dinner – a responsibility she delightfully takes up,
all set with iD Malabar Parota, iD Wheat Parota, iD Paneer and
iD Natural Thick Curd. And that’s how the family accomplishes ‘Mission Home Cooking’
without any stress!
When the girl realises that her mom will not be coming home for the upcoming festival,
she doesn’t need to be told why. “Don’t worry about us, Ma. We will celebrate when you
return,” says the smiling girl, proud of her mother
In this add they targeted every age like demographic segmentation.
Market Segmentation of Tata Sampann:
https://www.youtube.com/watch?v=18OaeXvrBZE
Tata Sampann, the newly-launched brand under the consumer products business of Tata
Chemicals, has rolled out its first ad under the 'Goodness Ki Shuruaat' campaign. The ad,
released on the digital platform, features celebrity chef Sanjeev Kapoor preparing for his wife
her favourite dishes on the occasion of Karva Chauth.
The video executed by Indigo Consulting begins with the Kapoors reminiscing the initial years
of their relationship. Alyona recalls how she was treated to her favourite Benarasi Dum Aaloo by
her husband on her first Karva Chauth. And, years later now, husband Sanjeev realises that
things have changed and decides to surprise his wife by cooking for her a delicious meal,
prepared with Tata Sampann products.
2005, by 5 cousins, with a 50sqft store & 1 big dream - to ensure that people the world over get access to fresh,
nutritious & delicious Indian food. With an unwavering vision to preserve traditional, home-made cuisine & a
focus on making the process of cooking fun & effortless serves homes across was founded in 2005, by 5
cousins, with a 50sqft store & 1 big dream - to ensure that people the world over get access to fresh, nutritious
& delicious Indian food. With an unwavering vision to preserve traditional, home-made cuisine & a focus on
making the proc, UAE & the US. Come, join us for a meal, made with love.
iD was founded in 2005, by 5 cousins, with a 50sqft store & 1 big dream - to ensure that people the world over
get access to fresh, nutritious & delicious Indian food. With an unwavering vision to preserve traditional,
home-made cuisine & a focus on making the process of cooking fun & effortless, iD today serves homes
across India, UAE & the US. Come, join us for a meal, made with love. iD was founded in 2005, by 5 cousins,
with a 50sqft store & 1 big dream - to ensure that people the world over get access to fresh, nutritious &
delicious Indian food. With an unwavering vision to preserve traditional, home-made cuisine & a focus on
making the process of cooking fun & effortless, iD today serves homes across India, UAE & the US. Come,
join us for a meal, made with love.
iwas founded in 2005, by 5 cousins, with a 50sqft store & 1 big dream - to ensure that people the world over
get access to fresh, nutritious & delicious Indian food. With an unwavering vision to preserve traditional,
home-made cuisine & a focus on making the process of cooking fun & effortless, iD today serves homes
across India, UAE & the US. Come, join us for a meal, made with lo
