MTR

M.T.
R FOODS LTD, BANGALORE
K.L.E. SOCIETY’S
COLLEGE OF BUSINESS ADMINISTRATION
LINGARAJ COLLEGE
BELGAUM-590001
A
PROJECT REPORT
ON
CONSUMER BEHAVIOUR
OF
MTR RTD BADAM DRINK
SUBMITTED BY: RAVITEJA.S
Bachelor of Business Administration
KARNARTAKA UNIVERSITY DHARWAD
K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

BELGAUM. - 1 -
M.T.R FOODS LTD, BANGALORE
ACKNOWLEDGEMENT
To make something into existence is truly a work of god. I thank the almighty for making this venture a success.
I sincerely express my gratitude to Principal Prof P.R.Kadakol for his valuable guidance, which helped me in
completing this work successfully.
I am less in words to express my deep felt gratitude to Mr. A. Murthy Divisional Sales Manager MTR Foods
Ltd Bangalore who as assigned me a meaning full topic and given me a valuable guidance and Mr. Sudhakar
Sales Executive for helping the field work at all the stages.
I also thank Mr. Prabhakaran H.R. Manager MTR Food Ltd Bangalore for providing the opportunity for
undergoing one month Internship in the company.
I express my heart full thanks to all Retailers and Consumers for their co-operation during the survey.
At last but not least, I put forth my due thanks to my parents, friends, relatives and all well wishers for their full
fledge and tremendous support in completing this project work successfully and to all the respondents who has
cooperated for the collection of data.

BELGAUM. - 2 -
TABLE OF CONTENT
Topic Page No
1. Executive Summary 3
2. Introduction
Company Profile 4-12
Product Profile 13-14
3. Research Topic and 15

Research Design 16-18
4. Analysis and Inference 19-47
5. Findings 48
6. Recommendations 49
7. Conclusion 50
8. Bibliography 51
9. Annexure 52

BELGAUM. - 3 -
EXECUTIVE SUMMARY
MTR Foods Ltd was established in the year 1924. It is an ISO 22000 and HACCP certified company in the food
processing sector. The company’s products are known for its unique unmatched taste, purity and quality. The
employees play a vital role in achieving the quality and following hygienic practices. It is interesting to sell
organism full of high performance.
The study is conducted to KNOW the CONSUMER BEHAVIOUR ON READY TO DRINK – BADAM
DRINK. To suggest measures to improve sales of the company and others problems faced by the retailers. The
product is first launched in 2007 November only in Bangalore at rupees 20 for 250 ml where the company could
not meet the supply which was demanded in the market.
After watching this scenario the company launched on January 27, 2008 in all the places of the MTR
distribution area at rupees 22 for 250 ml, then also the sales continued to perform good as it was the summer
season at this time the product got lot of complaints in packing small crack line in the tin, the Badam milk
contained in the tin got curdle so the company took back the products from the market.
In June 2008 Company Re-launched the product with overcoming all the complaints and improved in the
quality consciousness and also improving the richness in the nutrient contents, and company imported the tins
from Taiwan and also installed a big, expensive machinery to maintain the Quality. This time the product
launched at rupees 25 for250 ml, the sales came down.
After conducting a thorough survey and research on MTR RTD Badam Drink has been found that the product
has a greater strength in terms of Quality, Taste, Availability but Price is the main factor influencing the
performance of the drink.
It can be concluded that RTD Badam Drink has a good opportunity to increase its market share in mere future
by resetting its pricing strategies.

BELGAUM. - 4 -
INTRODUCTION
OVERVIEW OF THE ORGANISATION
And
Company Profile
The history of MTR Foods back to 1924, when the Maiya family started a small restaurant in Bangalore. In
1951 the restaurant came to be known as Mavalli Tiffin Room as it was situated in the area called Mavalli. It is
famous for the owner’s passion for perfection and the super quality of its south Indian cuisine. The legacy of
purity and perfection continues at the eatery, now called MTR restaurant.
MTR Foods Ltd is amongst the top five processed food manufacturers in India. We manufacture, market and
export a wide range of packaged foods to global market that include USA, UK, Australia, New Zealand,
Malaysia, Singapore, UAE, and Oman.
MTR is very proud of rich heritage, their tradition of food and hospitality began in 1924 with the establishment
of the Mavalli Tiffin Room by the Maiya family in Bangalore, India. This restaurant is a city landmark today
people still stand in a quee to savour its unique, completely authentic dishes. Over the years MTR has hosted
many distinguished personalities who dropped by the excellent coffee and the stimulating conversation.
Culinary secrets have been protected and handed down over the generation and their food is based on truly
authentic recipes from their region of origin. MTR’s journey to India’s premier, processed food company has
been marked by innovation and the adoption of new technology, every MTR product will be always embody of
tradition of unmatched taste, purity and quality.

BELGAUM. - 5 -
MTR THE TRUSTED AND HOUSE HOLD NAME
 100% Natural
MTR products are 100% natural do not contains preservatives and use only the finest, most authentic
ingredients.
 Unparalleled Taste and Flavour
Every sector of food division’s Instant mix, Ready to eat Dish, Pickles or Soups, Ice creams all MTR products
are known for their mouth watering “Home-cooked” taste.
 Uncompromising Quality
MTR is ISO 22000 and HACCP certified company. Maintains quality standards from sourcing ingredients to
processing and packaging.
 Technology
Use of the latest technology to preserve the quality standards from sourcing ingredients to processing and
packaging. Use of Technology award from Defense Food Research Laboratory for Ready To Eat products has
won the President’s award.
 Vegetarianism
All MTR products are 100% vegetarian.
MTR PRODUCTS PROFILE

BELGAUM. - 6 -
Soups, Ready To Eat, Frozen Foods, Rice Meals, Spice Powders, Instant Sweet Mixes, Instant Snack Mixes, Ice
Cream Mixes, Masala Powders, Chips & Crispies, Vermicelli, Papads, Pickles, Ice Creams.
Soups - Babycorn & Spring Onion, Spicy Tomato, Mixed Vegetable, Simply Tomato, Mulligatawny,
Spinach & Carrot.
Ready To Eat - South Indian, North Indian, Snacks etc.
Frozen Foods - Combo Meals, snacks, Parathas etc.
Rice Meals - Bisibele Bhath, Rajma Chawal, Diet Delite, Rasam Rice, Jeera Rice, Sambar Rice,
Lemon Rice, Tamarind Rice, Masala Rice, Tomato Rice.
Spice Powders - Turmeric Chilli, Coriander Jeera, Black Pepper.
Instant Sweet Mixes - Gulab Jamun, Badam Burfi, Badam Feast, Chocolate Burfi, Kaju Burfi, Vanilla
Burfi, Vermicelli Payasam.
Masala Powders - Instant Sambar Mix Sambar Powder, Instant Rasam Mix Rasam Powder, Madras
Sambar Powder, Madras Rasam Powder, Pav Bhaji, Potato Sagu, Pulao Puliogare, Chutney Powder,
Bisibele Bhath, Vangibhath.

BELGAUM. - 7 -
MISSION
The mission of the company is to provide authentic Indian food experience to the consumers across the world.
VISION
The vision of the company is to grow profitably to be 100 million dollar company by 2010 and to be among the
top 5 processed food brand in and from India.
STRATEGY
In terms of principles
 Launch all products under MTR market branch.
 Operate only in categories in a market where MTR is among top three plays in that category.
 Operate only in value added foods market. When commodity driven processed foods market like teal
oil’s.
 Sell only vegetarian products under MTR branch.
 Set industry standard for hygiene and Food safety.
 Us the route of organic growth as well as acquisitions.

BELGAUM. - 8 -
Quality Policy
MTR is an ISO 22000 and HACCP certified company. At MTR Quality is a way of life, Hazard analysis and
critical control point (HACCP), developed by the Codex alimenturious commission is a global food safety
standard. MTR has successfully met the stringent requirements for this certification. Our facilities are equipped
with the latest systems.
MTR Foods Pvt Ltd is committed manufacturing and marketing food products of high quality, hygienically
processed. Using state of the art technology with the following objectives
 Creation of the MTR brand synonymous with quality and food safety.
 Continuous improvement by total committed participation by all.
 Satisfying the changing needs of consumers for total delight.
 Certainly improve the effectiveness of quality and food management system.
 Increase the performance level of our suppliers.

BELGAUM. - 9 -
A BIG MILESTONE
On Feb 13th 2007 Norwegian Food Company ORKLA Foods has acquired MTR Foods Ltd in a deal worth $80
million (Rs 354.08 crores)
The Norway based company presence in bakery, sea food, pizzas, taste enhancers and snacks. In the past
ORKLA has grown its international preferences through acquisitions in Romania, Sweden, Denmark and
Iceland.
ORKLA food is a part of ORKLA ASA. One of the Norway’s largest listed companies with its core business
being branded consumer foods, specialty material and financial investments.
Nikals Stoltz has been appointed by ORKLA foods to act as Integration Manager in connection with the
acquisition of MTR foods in India.
According to the experts “The acquisitions provides the financial backing and an opportunity for MTR food
to utilize and distribution network of ORKLA and take MTR foods to Europe. ORKLA may also distribute its
products in India. A foreign country like ORKLA would pay the kind of money MTR is looking for largely due
to three reasons.
 Besides getting grip on the Indian market, it causes the brand and product to cater to the overseas
market, where there’s a huge demand for Indian food.
 If ORKLA wants, it can out source manufacturing to India, bringing substantial cost savings.

BELGAUM. - 10 -
 MTR foods already exports to the US, UK, Aus.
Milestones
 1926 – Gnanappa Maiya starts Brahmin Coffee house near Lalbhag
 1950 – Yajnarayana Maiya undertakes a European tour, on return in corporate international standards of
hygiene in restaurant Mavalli Tiffin Room is started
 1960 – MTR shifts its premises to its present location near Lalbhag front gate to accommodate the
crowds
 1976 – MTR starts to manufacture and sell Instant Rava Idli mix. Mtr became pioneer of packaged in
processed food in India
 1983 – MTR begin to sell their products in nine most well known shopping store chains in Bangalore
such as Niligiris and Vijaya Bakery
 1991 – A plant set up for manufacturing the packaged foods to accommodate volume
 1994 – The range of pickles started

BELGAUM. - 11 -
 1996 – A fully automatic vermicelli plant with a manufacturing capacity of one ton one hour is
commissioned
 1997 – MTR Food Limited is incorporated
 2000 – The MTR range of ready to eat products in retort pouches is launched the technology provided
by DFRL
 2001 – MTR Ice cream range is launched
 2002 – MTR is awarded the ISO 9002 and HACCP certification
 2007 – MTR launched the beverage drinks
PRESENT BOARD OF DIRECTORS
Name Designation
1. Mr. KJELL SUNDSHILL CHAIRMAN
2. Mr. SUDHIR GUPTA (DELHI) DIRECTOR
3. Mr. PAL ERIK.JAHREN (NORWAY) DIRECTOR
4. Mr. ALTE VIDAR JOHANSEN (NORWAY) DIRECTOR

BELGAUM. - 12 -
5. Mr. SADANANDA MAIYA (BANGALORE) DIRECTOR
AUDIT COMMITTEE
 Mr. Gopalanathan: (CHAIRMAN)
 Mr. S.N.Subramanya
 Mr. Anil Ahuja
 Mr.P.Sadananda Maiya
Company Secretary
 Mr. V.Sridhara Navade
AWARDS
 Bhargava Prashasti from Dakshina Kannadiga Vedike.
 K.M Karanth Award.

BELGAUM. - 13 -
 SANMANA PATRA award from Central Excise for outstanding revenue performance for the year 2001-
02.
 2004- Karnataka Commercial taxes Department has awarded as honest tax payer.
 Life time award 2004 from all India food processing association.
 Certificate of merit for excellent for excellent export performance during the year 2004-05 from APEDA
Ministry of commerce and Industry, Government of India.
 2005- Best Vegetarian processed food
 2005- Peta Proggy award from people for the ethical treatment of animals.
 Use of Technology award from Defense Food Research Laboratory for Ready To Eat products has won
the President’s award.
 Narasimha award from Koota Mahajagath.
PRODUT PROFILE
BADAM DRINK LAUNCH (READT TO DRINK)
MTR RTD BADAM DRINK is an aromatic milk based beverage. The milk used is toned and homogenized to
maintain the product thickness and consistency. The BADAM (Almonds) being procured from Blue Diamond

BELGAUM. - 14 -
Growers, California, U.S. which gives natural flavour with saffron and cardamom. The drink is mildly creamy
and rich nutty flavour of sliced /flaked Almond added with pure saffron to make it a delicious drink.
The product is commercially sterilized. The properties of the almond and the other ingredients are well
maintained using the canning technology. Almonds are highly nutritious because they are packed with
concentrated food components like proteins, fats, cellulose, minerals, carbohydrates of high solubility and
vitamins, contrary to common belief, they actually lower cholesterol free, when embedded with milk and
saffron makes the product wholesome for all ages. The medicinal property of nuts, complexion and glow skin is
imparted in presence of pure saffron. Therefore it is also recommended for its health values of everybody.
PRODUCT
 MTR BADAM DRINK is made from pure milk, homogenized and toned to get the best consistency.
 Natural BADAM FLAKES imported from Blue Diamond Growers, California, as one of the ingredients
which makes it a RICH HEALTH DRING.
 The best of saffron which gives it the NATURAL COLOUR and FLAVOUR.
 Added taste of real cardamom.
 Retorted to give a shelf life of 180 days.
PACKING

BELGAUM. - 15 -
 A beautiful imported can (food grade) with a good hold and strong body.
 An easy-open seal with clear opening instructions.
 A dispenser pack which has a very good display value.
 The dispenser pack is SHRINK WRAP in order to avoid pilferage.
 The can displays all nutritional facts and caloric value.
 A very handy pack during travel.
 Contains lot number, Pkd, MRP.
 Volume of can 250ml and 24 cans in one dispenser that equals 6 liters.
OBJECTIVES
 To meet the unsatisfied demand that is existing for a NEW HEALTH DRINK.
 To highlight the uniqueness of MTR BADAM DRINK.
 To give consumers one more attractive variety in the MTR PORTFOLIO.
 To upgrade consumers who are in search for an alternative to FIZZ…
 To make MTR BADM DRINK as everyone’s Favourite for all seasons.

BELGAUM. - 16 -
RESEARCH ON
MTR READY TO DRINK- BADAM DRINK
STATEMENT OF THE PROBLEM
The study is conducted to know the CONSUMER BEHAVIOUR ON READY TO DRINK – BADAM DRINK.
To suggest measures to improve sales of the company and others problems faced by the retailers. The product is
first launched in 2007 November only in Bangalore at rupees 20 for 250 ml where the company could not meet
the supply which was demanded in the market.
After watching this scenario the company launched on January 27, 2008 in all the places of the MTR
distribution area at rupees 22 for 250 ml, then also the sales continued to perform good as it was the summer
season at this time the product got lot of complaints in packing small crack line in the tin, the Badam milk
contained in the tin got curdle so the company took back the products from the market.
In June 2008 Company Re-launched the product with overcoming all the complaints and improved in the
quality consciousness and also improving the richness in the nutrient contents, and company imported the tins
from Taiwan and also installed a big, expensive machinery to maintain the Quality. This time the product
launched at rupees 25 for250 ml, the sales came down.

BELGAUM. - 17 -
RESEARCH DESIGN
Descriptive research
Is focused on the accurate description of the variable in the problem model. Consumer profile studies, market
potential studies, product usage studies, attitudes surveys, sales analyses, media research and price surveys.
Study focuses on gathering and providing information regarding the consumers of MTR Food specially RTD
Badam Drink.
This research provides inputs in undertaking the perception of customers brand awareness towards MTR Badam
Drink. It provides information regarding customers in terms of quality, price, availability, quantity.
RESEARCH APPROACH: Survey Method where collection of information directly from respondents.
METHODOLOGY
 SAMPLE SIZE : For this survey we have taken
50 retailers
150 consumers
AREA OF RESEARCH: BANGLORE CITY
 SOURCES OF DATA
PRIMARY DATA SOURCE - primary date are data freshly gathered for a specific purpose or a specific
research project.
a) Personal interview of Retailers and Consumers.
b) Opinions of Sales Executives.

BELGAUM. - 18 -
SECONDARY DATA SOURCE - Is the data published previously and usually by someone for other
purpose. a) Company web sites
b) Search engines c) Previous reports
MEASUREMENT TECHNIQUE
Questionnaire is a formalized instrument for asking information directly from a respondent. Questionnaire is the
most common instrument used to collect primary date, questionnaire need to be carefully developed, tested and
debugged before they are administered on a large scale.
We have used both Closed end question and Open ended question. Questionnaire was formulated in such a way
that gives all necessary information. This primary data is collected in a survey carried out around Bangalore.
The information is collected through the questionnaire prepared keeping in mind the retailers and consumers.
Which will be analyzed, by preparing tables and charts.

BELGAUM. - 19 -
LIMITATIONS OF THE STUDY
 SAMLPE SIZE: Sample selected may not be depict the whole population or universal response. The
sample size taken is very limited due to which a very accurate study is not possible and also have a huge
market as the study is only limited to Bangalore.
 TIME CONTRAINT: the study is very time consuming as the questionnaire have to be filled by the
retailer and consumer and lot of retailers and consumers don’t prefer to give time for these questionnaire.
 GEOGRPHICAL AREA: the study is not done on the basis of balanced geographical location as the
study is only limited to the people of one city. Thus the research done is not very reliable.
 BIAS: the study can even be bias as retailers and customer may not respond properly and satisfactorily
and give bias answers may not respond properly and satisfactorily and give bias answers according to
their choices and not give proper light to the problems they faced on the trip.

BELGAUM. - 20 -
Table and Chart No - 1
From how many months you are selling the MTR RTD Badam Drink in your store.
DURATION NO OF RESPONDENTS PERCENTEGE

SINCE 1-3 MONTHS 2 4%
SINCE LAST YEAR 36 72%
TOTAL 50 100%

BELGAUM. - 21 -
Analysis and Inference
The above table shows that 72% of the retial outlets are selling the MTR RTD Badam drink since launched in
the market. 14% of the outlets have started since last 4-5 months, and 10% and 4% of the retailers have strated
selling since last 7-9 months and last 1-2 months respectively.
Table and Chart No -2
Performance ratings of MTR RTD Badam drink in the market.
SALES PERFORMANCE NO OF RESPONDANTS PERCENTAGE

INCREASE 13 26%
STABLE 19 38%
DECREASE 18 36%
Total 50 100%

BELGAUM. - 22 -
40% 38%
36%
35%
30% 26%
25%
INCREASE
20% STABLE
15%
DECREASE
10%
5%
0%
A B C
The Bar Chart shows that the sales of the MTR RTD Badam is stable by 38% from the retailers point of view
and 36% of the retailers say that the sales is decreasing, and only 26% of the retailers say the sales of the
product is increasing since they are started the sales.

Rating done since the MTR RTD Badam drink is being sold in their outlet.
RATINGS NO OF RESPONDENTS PERCENTEGE

POOR 2 4%
FAIR 8 16%
AVERAGE 23 46%
GOOD 15 30%
EXCELLENT 2 4%
Total 50 100%

BELGAUM. - 23 -
Analysis and Inference:
This chart shows that 46% of retailers say the Sales have been Average as compared to the other Badam drink in
the store, 30% of them have said Good, 4% excellent, 16% and 14% have said fair and poor respectively. This
shows that higher percent of retail stores sales of MTR RTD Badam Drink is performing on an Average.
Table and Chart No – 4
Rating done in terms of QUALITY of MTR RTD Badam Dink

POOR 0 0%
FAIR 1 2%
AVERAGE 4 8%
GOOD 30 60%
EXCELLENT 15 30%
Total 50 100%

BELGAUM. - 24 -
This chart shows that 60% of retailers say the Quality have been Good, 30% of them have said Excellent, 8%
average, 2% have said fair. This shows that higher percent of retailer says Quality of MTR RTD Badam Drink is
Good and Excellent from the consumer point of view.
Rating done in terms of TASTE of MTR RTD Badam Dink

POOR 0 0%
FAIR 0 0%
AVERAGE 3 6%
GOOD 38 76%
EXCELLENT 9 18%
Total 50 100%

BELGAUM. - 25 -
This chart shows that 76% of retailers say the Taste have been Good, 30% of them have said Excellent, 8%
average, 2% have said fair. This shows that higher percent of retailer says Taste of MTR RTD Badam Drink is
Good and Excellent from the consumer point of view.
Rating done in terms of SUPPLY of MTR RTD Badam Dink

POOR 0 0%
FAIR 2 4%
AVERAGE 1 2%
GOOD 17 34%
EXCELLENT 30 60%
Total 50 100%

BELGAUM. - 26 -
This chart shows that 60% of retailers say the Supply have been Excellent, 34% of them have said Good, 2%
average, 4% have said fair. This shows that higher percent of retailer says Supply of MTR RTD Badam Drink is
Excellent and Good from the retailer point of view.
Complaints received from the consumers
Complaints received NO OF RESPONDENTS PERCENTEGE

Yes 29 58%
No 21 42%
Total 50 100%

BELGAUM. - 27 -
This chart shows that 42% of retailers have complaints from the consumer point of view on MTR RTD Badam
Drink. 58% of people have no complaints about the product. This shows that
Consumer awareness of MTR RTD Badam Drink

Excellent 3 6%
Very good 24 48%
Good 12 24%
Fair 9 18%
Poor 2 4%
Total 50 100%

BELGAUM. - 28 -
The above chart shows that 48% of consumers have Very Good awareness of the MTR RTD Badam Drink from
the retailer’s point of view, 6% of them have excellent, 24% of them Good, 13% and 4% of them have Fair and
Poor respectively. This shows that major percent of consumers are aware of MTR RTD Badam Drink.
Consumer perception of buying MTR RTD Badam Drink
Choices No. of Respondents Percentage

Brand Name 41 82%
Price 0 0%
Quality 4 8%
others 5 10%
Total 50 100%

BELGAUM. - 29 -
This Chart shows that 82% of consumers go by Brand Name while selecting MTR RTD Badam drink, 8% and
10% of consumers go by quality and other factors. This shows that Brand Name plays a important role while
selecting a MTR RTD Badam drink.
Effective Promotion tools for MTR RTD Badam as per Consumer perception.
Tools No of Respondents Percentage

Television 38 76%
Banner 6 12%
Print Media 1 2%
Company Outlets 0 0%
Demos 4 8%
Others 1 2%
Total 50 100%

BELGAUM. - 30 -
This chart shows that 76% of retailers say Television is the effective promotion tool to promote the MTR RTD
Badam Drink as per the consumer’s perception. 12% of them say Banner, 8% and 2% of them say Demos and
Others respectively. This shows that Television plays a vital role in promoting the product from the consumer
perception.

Potential customers of MTR RTD- Badam Drink
Potential customers No of Respondents Percentage
Yes 47 94%
No 3 6%
Total 50 100%

BELGAUM. - 31 -
The above Pie Chart shows that 94% of the Potential customers are satisfied of MTR RTD Badam drink, and
only 6% of the customers are not satisfied. This shows that majority of the potential customers are satisfied.

IF THE COMPANY COMES UP WITH SMALL QUAINTITY TETRA PACK
Small Quantity(Tetra) No of Respondents Percentage

Yes 38 76%
No 12 24%
Total 50 100%

BELGAUM. - 32 -
The above Pie Chart shows that 76% of the retailers would accept the launch of Small quantity Tetra Pack, and
24% of the retailers would say not accept. This shows that major part of the retailers will accept the launch of
RTD Badam drink in Small Quantity Tetra Pack.

IF THE COMPANY COMES UP WITH SMALL QUAINTITY TIN CAN
Small Quantity(Can) No of Respondents Percentage

Yes 31 62%
No 19 38%
TOTAL 50 100%

BELGAUM. - 33 -
The above Pie Chart shows that 62% of the retailers would accept the launch of Small quantity Tin Can, and
38% of the retailers would say not accept. This shows that major part of the retailers will accept the launch of
RTD Badam drink in Small Quantity Tin Can.

IF THE COMPANY COMES UP WITH LARGE QUAINTITY (FAMILY PACK)
Large Quantity No of Respondents Percentage
Yes 6 12%

BELGAUM. - 34 -
No 44 88%
Total 50 100%
The above Pie Chart shows that 88% of the retailers would not accept the launch of Large quantity Family Pack,
and 12% of the retailers would accept. This shows that major part of the retailers will not accept the launch of
RTD Badam drink in Large quantity Family Pack.

IF THE COMPANY COMES UP WITH LESS PRICE
Less Price No of Respondents Percentage

Yes 41 82%
No 9 18%

BELGAUM. - 35 -
Total 50 100%
The above Pie Chart shows that 82% of the retailers would accept the reduction in the price of the MTR RTD
Badam Drink, and 18% of the retailers would not accept. This shows that major part of the retailers will accept
the reduction in price of the MTR RTD Badam Drink.

Retailers Satisfaction towards service provided by the Distributors
Satisfied No of Respondents Percentage

Yes 47 94%
No 3 6%

BELGAUM. - 36 -
Total 50 100%
The above Pie chart shows that 94% of retailers are satisfied with the service provided by the distributor and 6%
of the retailers are not satisfied. This shows that majority of the retailers are satisfied with the service provided
by the distributor on MTR RTD Badam drink.

Awareness of Consumers about Natural Badam Drink available in the market
Company No of Respondents Percentage

MTR 58 39%
AMUL 34 23%
NANDINI 44 29%
Other Local Drink 14 9%
TOTALK.L.E SOCEITY’S COLLEGE
150 OF BUSINESS ADMINISTRATION
100% LINGARAJ COLLEGE,
BELGAUM. - 37 -
As per the above chart 39% of consumers are aware that MTR RTD natural Badam Drink is the natural Badam
Drink available in the market and remaining 23%, 29% and 9% of Consumers are aware that Amul, Nandini
and Other local drinks are the natural Badam drink available in the market respectively. According to this chart,
we come to know that highest percent of consumers are aware that MTR RTD Badam Drink is a Natural Badam
Drink available in the market.

How the people come to know about the MTR RTD Badam Drink
Company No of Respondents Percentage

PRINT MEDIA 16 11%
SUPER MARKET 62 41%
FRIENDS 22 15%
GENERAL AWRENESS 50 33%
TOTAL 150 100%

BELGAUM. - 38 -
The above chart shows that 41% of Consumers came to know about the MTR RTD Badam Drink from the
displays in the Supermarket, 33% from General awareness, 15% from the Friends and relatives, 11% from Print
media, this shows that major part of consumers came to know about this product is from Supermarket and
General awareness.

Number of times people consume MTR RTD Badam Drink in a month
No of times No of Respondents Percentage

Below 3 74 49%
Above 3-Below8 60 40%
Above 8-Below12 04 3%
Above 12 12 8%
TOTAL 150 100%

BELGAUM. - 39 -
The above chart shows that 8% of consumers consume MTR RTD Badam Drink regularly, 3% of them
consume occasionally, 40% of them consume rarely, 49% of them consume twice or thrice a month. This shows
that major percent of consumers use the product rarely or twice - thrice a month.
The consumer’s consideration about MTR RTD Badam Drink is a Natural Badam Drink
Degree of Agree No of Respondents Percentage

Strongly Agree 32 21%
Agree 50 34%
Neither agree nor Disagree 32 21%
Disagree 20 13%
Strongly Disagree 16 11%
TOTAL 150 100%
BELGAUM. - 40 -
The above chart shows that 21% of the consumers Strongly agree that MTR RTD Badam Drink in the only
natural Badam drink available in the market, 34% of them Agree, 21% of them Neither agree or Disagree, 13%
and 11% of them disagree and strongly disagree respectively. This shows that major part of the consumers
Agree that MTR RTD Badam Drink is the only natural Badam drink available in the market.

Consumer awareness of present MRP of the MTR RTD Badam Drink
MRP No of Respondents Percentage

18 above 6 4%
20 above 32 22%
22 above 28 18%
25 84 56%
TOTAL 150 100%

BELGAUM. - 41 -
The above chart shows that 56% of the consumers are aware of the present rate of MTR RTD Badam Drink
prevailing in the market, 22% of the consumers are still known with the old price, 18% and 4% of the
consumers just aware of the approximate price. This shows that the most of the consumers are conscious about
the price of the product while purchasing.

Consumer preference of PRICE while selecting MTR RTD Badam Drink

RANK 1st 8 5%
RANK 2nd 18 12%
RANK 3rd 54 36%
RANK 4th 70 47%
TOTAL 150 100

BELGAUM. - 42 -
The above chart shows that 47% of the consumers have ranked price has a least preferred factor, followed by
36%, 12% and 5% respectively. This shows that the major part of consumers prefer the PRICE as a least part
while preferring or consuming.
Consumer preference of QUALITY while selecting MTR RTD Badam Drink

st
RANK 1 82 54%
RANK 2nd 52 35%
RANK 3rd 12 8%
RANK 4th 04 3%
TOTAL 150 100%

BELGAUM. - 43 -
The above chart shows that 54% of the consumers have ranked QUALITY has a most preferred factor, followed
by 35%, 8% and 3% respectively. This shows that the major percent of consumers are very much conscious
about the QUALITY as a major part while preferring or consuming.

Consumer preference of TASTE while selecting MTR RTD Badam Drink

st
RANK 1 48 32%
RANK 2nd 70 46%
rd
RANK 3 22 15%
RANK 4th 10 7%
TOTAL 150 100%

BELGAUM. - 44 -
The above chart shows that 46% of the consumers have ranked TASTE has a second most preferred factor,
followed by 32% as the most preferred, 15% and 7% as the least preferred respectively. This shows that the
major percent of consumers are conscious about the TASTE as a second major part while preferring or
consuming.

Consumer preference of AVAILABILITY while selecting MTR RTD Badam Drink

RANK 1st 10 7%
RANK 2nd 14 9%
RANK 3rd 62 41%
RANK 4th 64 43%
TOTAL 150 100%

BELGAUM. - 45 -
The above chart shows that 43% of the consumers have ranked AVAILABILITY has a least preferred factor,
followed by 41% as a second least preferred, 9% and 7% as the most preferred respectively. This shows that the
major percent of consumers are least preferred of AVAILABILITY while preferring or consuming.

MTR RTD Badam Drink provided CHILLED by the retailer to the consumer
Opinion No of Respondents Percentage

Yes 118 79%
No 32 21%
TOTAL 150 100%

BELGAUM. - 46 -
The above pie chart shows that 79% of the consumers are being provided MTR RTD Badam Drink chilled and
rest of 21% are not being provided chilled. This shows that major percent of consumers are being provided
MTR RTD Badam Drink chilled every time in the store while purchasing.

Consumer opinion on the Sugar Free MTR RTD Badam Drink

Yes 110 74%
No 40 26%
TOTAL 150 100%

BELGAUM. - 47 -
The above pie chart shows that 74% of consumers would accept the Sugar Free MTR RTD Badam Drink being
provided in the market and 26% don’t accept the Sugar Free Drink. This shows that major percent of consumers
accept Sugar Free MTR RTD Badam Drink.

Number of the consumers stopped or changed consuming MTR RTD Badam Drink

Yes 14 9%
No 136 91%
TOTAL 150 100%

BELGAUM. - 48 -
The above pie chart shows that only 9% of consumers have stopped or changed consuming the MTR RTD
Badam Drink and Rest of 91% of consumers are continuing with consumption the product. This shows that
major percent of consumers are continuing with the consumption the product without any complaints.

Consumer preference of Badam Drink other than MTR RTD Badam Drink
Brands No of Respondents Percentage

Amul 44 29%
Nandini 76 51%
Other 30 20%
TOTAL 150 100%

BELGAUM. - 49 -
The above chart shows that 51% of consumers prefer Nandini Badam Drink, 29% of them Amul, and 20% of
them Other Local Drinks. This shows that the major preference of consumer other than MTR RTD Badam
Drink in taken by Nandini followed by Amul.
FINDINGS
 The sales performance of MTR RTD Badam drink is stable and less percent in the decrease of sales.
 As compare to the other Badam Drink in the market the sales is average.
 Taste and Quality of MTR RRTD Badam Drink is very good according to the consumers.

BELGAUM. - 50 -
 Supply is excellent by the distributors when it comes to RTD Badam Drink.
 Major part of complaints of consumers is on price.
 Major percent of consumers are very good aware of the Badam Drink but less percent of consumers
agree it as a Natural Badam Drink.
 Most of the consumer’s perception of buying MTR Badam Drink is on its Brand Name.
 Television plays a vital role in promotion of the RTD Badam Drink.
 Special Displays in Super market will create good awareness of the RTD as a Natural Badam Drink
 Retailers are finding difficult in selling 250ml Badam Drink with a high price.
 Product is facing tough competition with high price, so it is not reaching mass consumers.
 The drink is considered as a occasional or rare drink in the minds of consumers.
 Consumers are not getting the drink chilled every time.
 Most of the consumers are awaiting for sugar free drink.
 Most of the consumers are moved to the other company Badam drink due to the hike in price.

BELGAUM. - 51 -
Recommendations
 The company have to come up with the less price for the RTD Badam drink as like Rs.20-22 for 250ml
 The company might come up with small quantity tetra pack of 150ml at Rs.15; Small quantity can of
180ml at Rs.18.
 Ads in the television should be given to promote the product, which is the effective promotion tool for
the RTD Badam Drink.
 The special displays in the Super Markets to attract large number of consumers.
 The retailer should be suggested to sell the product in chilled form every time.
 The company might come up with Sugar free drink to reach the old age category of people, where this
category of people is more loyal towards the MTR Brand.
 The product should be promoted to create awareness that MTR RTD Badam Drink is the only Natural
Badam Drink available in the market.

BELGAUM. - 52 -
CONCLUSION
After conducting a thorough survey and research on MTR RTD Badam Drink has been found that the product
has a greater strength in terms of Quality, Taste, Availability but Price is the main factor influencing the
performance of the drink. As this drink as its uniqueness of Only Natural Badam Drink available in the market.
It can be concluded that RTD Badam Drink has a good opportunity to increase its market share in mere future
by resetting its pricing strategies and also coming up with the new packaging.

BELGAUM. - 53 -
BIBLIOGRAPHY
BOOKS
 PHILIP KOTLER
 TULL and HAWKINS
 Research related books
WEB SITES
 www.mtrfoods.com
 www.google.com
 www.msnresearch.com

BELGAUM. - 54 -

MTR

Transféré par

Informations du document

Description originale:

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

MTR

Transféré par

Droits d'auteur :

Formats disponibles

M.T.

R FOODS LTD, BANGALORE

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

3. Research Topic and 15

4. Analysis and Inference 19-47

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

OVERVIEW OF THE ORGANISATION

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

MTR THE TRUSTED AND HOUSE HOLD NAME

 Unparalleled Taste and Flavour

All MTR products are 100% vegetarian.

MTR PRODUCTS PROFILE

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

 Launch all products under MTR market branch.

 Sell only vegetarian products under MTR branch.

 Set industry standard for hygiene and Food safety.

 Us the route of organic growth as well as acquisitions.

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

 Continuous improvement by total committed participation by all.

 Satisfying the changing needs of consumers for total delight.

 Certainly improve the effectiveness of quality and food management system.

 Increase the performance level of our suppliers.

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

 MTR foods already exports to the US, UK, Aus.

 1926 – Gnanappa Maiya starts Brahmin Coffee house near Lalbhag

hygiene in restaurant Mavalli Tiffin Room is started

processed food in India

such as Niligiris and Vijaya Bakery

 1994 – The range of pickles started

 1997 – MTR Food Limited is incorporated

 2001 – MTR Ice cream range is launched

 2002 – MTR is awarded the ISO 9002 and HACCP certification

 2007 – MTR launched the beverage drinks

PRESENT BOARD OF DIRECTORS

1. Mr. KJELL SUNDSHILL CHAIRMAN

2. Mr. SUDHIR GUPTA (DELHI) DIRECTOR

3. Mr. PAL ERIK.JAHREN (NORWAY) DIRECTOR

4. Mr. ALTE VIDAR JOHANSEN (NORWAY) DIRECTOR

5. Mr. SADANANDA MAIYA (BANGALORE) DIRECTOR

 Mr. Gopalanathan: (CHAIRMAN)

 Mr. Anil Ahuja

 Mr. V.Sridhara Navade

 Bhargava Prashasti from Dakshina Kannadiga Vedike.

 K.M Karanth Award.

Ministry of commerce and Industry, Government of India.

 2005- Best Vegetarian processed food

the President’s award.

 Narasimha award from Koota Mahajagath.

BADAM DRINK LAUNCH (READT TO DRINK)

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

which makes it a RICH HEALTH DRING.

 Added taste of real cardamom.

 Retorted to give a shelf life of 180 days.

K.L.E SOCEITY’S COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,

 An easy-open seal with clear opening instructions.

 A dispenser pack which has a very good display value.

 The dispenser pack is SHRINK WRAP in order to avoid pilferage.

 The can displays all nutritional facts and caloric value.

 A very handy pack during travel.