Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: MTR is the household name of most of south Indian houses. Objective of this study is to understand the new marketing strategies adopted by MTR to keep up the successful journey. This case study is all about the 100 years journey of MTR’s unwavering obsession with quality and convenience. Methodology: a case study with descriptive research design. content analysis is carried over the literature from the various publications upon the literature published between 2019 to 2024. Information is collected through keyword-based search using MTR Website, google search engine and google scholar search engines. This case study specially examines the latest marketing strategy initiatives by MTR to establish itself as a market leader in the packaged food industry, aligning closely with current market trends.

Findings: The case study presents a comprehensive analysis of various aspects relating to MTR Food. It is found out that MTR also adopted all the new promotional strategies to survive for 100 years successfully social media presence is one of the strategies amongst them wherein micro influencers are part of promotional activities.

Outcome/Value: the article offers postulates of recommendations providing actionable recommendations to further enhance.

Keywords

Digital engagement, Ethnic food, food blogger, Consumer Engagement, Influencer Marketing, Indian food brands

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