CUSTOMER RELATIONSHIP ASSIGNMENT

CUSTOMER: Ms. Surbhi Nahata

PRODUCT: MTR RTE (Ready to Eat) Packs

WHY RTE Packs?

Unlike olden days where man used to have his food lavishly and slowly, the present trend changed the
habits of foods, which are simple and easy to digest. Hence, the existence of these foods fulfilled all the
needs of modern human being. Canned foods, convenience foods, fast foods, frozen foods, instant
products, dried foods, preserved foods, etc. all comes under ready-to-eat foods. The food habits in India
have changed due to the western influence and the usage of these foods is also on the rise. Generally,
food is prepared depending on the habits, tastes, social status, economic factor, availability, traditions,
habitats, etc., of the people of that region. The most sought after in the present age are the ready- to-
eat foods. These students who are staying away from home act as a potential consumers for RTE
foods.

I have targeted Ready to Eat Packs which require only hot water to prepare the dish and no culinary
skills. MTR has products like 3 Minute Breakfast & Ready To Eat Single Serves (Vegetable Pulao,
Tamarind Rice, etc.)

WHY THE CUSTOMER?

Surbhi Nahata is an MBA student who has always stayed away from home for studies. She has relied on
RTE Foods for a very long time now. The relationship built with the customer by the brand can be
studied well that way.

CUSTOMER ENGAGEMENT:

A number of questions were asked to engage with the customer and to understand the factors affecting
the likeability of the product.

• How well does the product meet your needs?

➢ “Since I am a student who has pertinently stayed away from home and getting the best
of meals is a rarity. Having RTE Foods has made life a little easy. It definitely meets my
needs and makes life easier. It makes eating mobile and comfortable.”
• Which 3 features are the most valuable to you?
➢ “The three features most valuable to me are Quality, Packaging and Price. MTR is great
with the first two features but price can be worked on to reach the masses.”
• What are the 3 more important features they’re missing?
➢ “Low costs can be incorporated. Better branding can be done because their presence on
social media platforms can enhance customer engagement.”
SUGGESTION FOR NEW SEGMENT:

MTR should target housewives as its primary customer and target married and unmarried professionals
as its secondary segments. As of now, the women of the house do not prefer RTE so much since they
feel like they are not contributing anything if they use RTEs. So, they experience a cognitive dissonance.
In case the company brings in some innovation where some sort of work has to be done before mixing
and let’s them use their culinary skills without much hassle, the women will feel like they have done
some work. MTR should make its product available in both local markets and supermarkets as
availability is highly important for the overall success of the product.

Conducted by-
Saloni Parakh
17PGDM042