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MTR promotes its 3 Minute Breakfast in-stores

By Nabamita Chatterjee | April 28, 2017

The major food product brand executed a campaign in the modern trade as well as in general trade for their 3 Minute Breakfast variants across the country.

 

Bangalore-based food products major, MTR Foods, recently launched their 3 Minute Breakfast range. To promote this range, the objective of MTR's campaign was to counter the non-belief among consumers of Indian breakfast being prepared in under 3 minutes. To dispel this perception, they wanted to communicate the key proposition of the 3 Minute breakfast range – Delicious Indian breakfast that can be prepared in just 3 minutes by adding hot water.

In all their PoP displays, they ensured visibility of the all the key messages and the process of making the product. For this launch the brand has sharpened their route-to-market strategy and identified top retail stores in metros and Tier 1 towns of India and mapped them to where the consumer of a 3 minute breakfast product would reside. They channeled their investments in those outlets where the chances of success where higher.
 
For modern trade and bigger general trade stores they installed imagery-driven POP solutions like FSUs and Endcaps which communicated the proposition of breakfast in 3 minutes very strongly. For smaller kirana outlets where there was a space constraint, they developed special counter tops which could be placed at the billing counter to hold the LUP packs and Cups to ensure that the stock was visible to the consumers. Since there were 3 product formats that got launched – LUP packs, Cups and Boxes, they ensured that most PoP solutions should be able to carry all the formats.
 
Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. shares, “This is one of the biggest innovations for MTR in 2017. The 3 Minute Breakfast range is a result of reams of studies and observation, wherein it clearly showed the consumers preference of a hot, comforting Indian breakfast. It gives Indians easy access to a hot, comforting range of Indian breakfast dishes in just 3 minutes. We are market leaders for Indian breakfast mixes in the country and hence the focus was a high visibility campaign that would communicate our core proposition in the most effective manner. ”
 

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