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We love to eat
snacks, don’t we?
Instant noodles
A precooked and usually dried noodle block, sold with
flavoring powder and/or seasoning oil.
Usually considered as a snack.
History
-Invented by Momofuku Ando of Nissin Foods in Japan
-Launched in 1958 under the brand name Chikin Ramen
-In 1971, Nissin introduced Cup Noodles
(It is referred to as Cup Ramen in Japan)
-Instant noodles are marketed worldwide under many brand
names
History in India
-First mover advantage- Maggi by Nestle- 30 years and still
the market leader
-Slowly other brands entered the market
-Health Factor gained importance- Safety measures are taken
seriously since 2010
-Communication strategies are always bringing different
angles of perspective for the instant noodles category.
Campaigns
Nestlé's Maggi- 2 Mins, Personal Stories
ITC’s Yippee- Round Noodles
HUL’s Knorr- healthy soupy noodles
Indo Nissan’s Top ramen Noodles- Smoodles, Super noodles with vitamins
Patanjali’s Atta Noodles- No preservatives, natural, healthy
Capital Foods’s Ching’s Secret- Hunger, Desi (Indian) Chinese
GlaxoSmithKline’s Foodles- without the ‘no’ (health)
SURVEY & ANALYSIS
FAILED BRAND: TOP RAMEN
33 RESPONDENTS
GENDER?
QUESTION 1
AGE?
QUESTION 2
OCCUPATION?
QUESTION 3
What snacks do you generally
consume?
QUESTION 4
Indian Snacks
• Poha, Upma, Pani Puri, Farsan,
Bhel, Chaat.
Others
• Noodles, Pasta, Biscuits, Burger,
Pizza, Chips, Bread, Popcorn.
At what time of the day do you
consume these snacks?
QUESTION 5
Why do you prefer eating
them?
QUESTION 6
Hunger
Taste
Availability
Instant Factor
Filling
Which are your favourite brands in
the Instant noodles category?
QUESTION 7
• 26 out of 33 respondents chose Maggi
• 6 out of 33 chose Top Ramen
• 4 out of 33 chose Ching’s
• 2 out of 33 chose Waiwai
Why is the above mentioned
brand your favourite?
QUESTION 8
• Taste
• Loyalty
• Flavours
• Childhood memories &
attachment
• Instant Factor- Easy to
cook
• Availability
Favourite flavour of the above
mentioned brand?
QUESTION 9
• 16 out of 33- Maggi's masala flavour
• Others
Chicken Maggi, Atta Flavour, Top Ramen’s Curry
Flavour
Maggi Hot Heads- Peri peri and green chilly flavour
Chings- Hot garlic, Manchurian and Singapore
noodles
Waiwai-chicken flavour
Did you ever think of switching
your above mentioned brand?
QUESTION 10
If Yes, to which brand?
QUESTION 11
• Ching’s Secret
• Top Ramen
• Maggi (non Maggi consumer)
• Patanjali
Do you think these instant
noodles are a healthy snack?
QUESTION 12
If No, then why don't you think
they are healthy?
QUESTION 13
• Fattening
• Not suitable for daily consumption
• Chemicals
• Preservatives
• No nutrients
• Corn flour- Not good for health
Do you know 'Top Ramen' as a brand
exists in the instant noodles category?
QUESTION 14
Have you consumed 'Top Ramen
Noodles'?
QUESTION 15
What do you like/dislike about
the Top Ramen Noodles?
QUESTION 16
LIKE
• Taste
• Only one flavour (curry)
is good
• Smooth texture DISLIKE
• Smell (Pungent)
• Taste (When compared to
other brands, especially
Maggi )
• Thin Noodles
• Cost
• Packaging
• Spices
Why do you think 'Top Ramen' as a brand
does not work as compared to Maggi,
Yippee, Patanjali Noodles?
QUESTION 17
• Taste
• Brand loyalty towards Maggi.
• Some think it’s a new brand
• Some say Maggi suits the Indian taste whereas TP
doesn’t.
• Visibility, Marketing, Publicity, Share of voice,
Advertising- Very Low that is why no brand recognition
and recall.
• Less experimentation with flavours that other brands do.
• Some said poor quality and flavour.
What is the one thing that you would like to
change in all the instant noodles brand
category?
QUESTION 18
• More varieties, flavours, spices and quality
• Focus on Safety
• Healthy- nutritious- Make fit for regular consumption.
• Stop false claims- ‘2 min’ Maggi noodles
• Lower the cost
What went wrong?
• Packaging- Doesn’t look appealing
• Promotion- Communication doesn’t
match
• Product- taste, quality, flavours,
texture
• Price-costlier comparatively
• Target group- working women
segment
Consumers/influencers-kids
Customers-Moms
• Web page-understanding the Indian
minds, colours, etc.
THANKYOU.
BY ANJALI KAMATH
Roll no. 9015005
PGDM

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INSTANT NOODLES - TOP RAMEN - CAMPAIGN PLANNING -ADVERTISING - FMCG - INDIA - POWERPOINT PRESENTATION - 2017

  • 1. We love to eat snacks, don’t we?
  • 2. Instant noodles A precooked and usually dried noodle block, sold with flavoring powder and/or seasoning oil. Usually considered as a snack.
  • 3. History -Invented by Momofuku Ando of Nissin Foods in Japan -Launched in 1958 under the brand name Chikin Ramen -In 1971, Nissin introduced Cup Noodles (It is referred to as Cup Ramen in Japan) -Instant noodles are marketed worldwide under many brand names
  • 4. History in India -First mover advantage- Maggi by Nestle- 30 years and still the market leader -Slowly other brands entered the market -Health Factor gained importance- Safety measures are taken seriously since 2010 -Communication strategies are always bringing different angles of perspective for the instant noodles category.
  • 5. Campaigns Nestlé's Maggi- 2 Mins, Personal Stories ITC’s Yippee- Round Noodles HUL’s Knorr- healthy soupy noodles Indo Nissan’s Top ramen Noodles- Smoodles, Super noodles with vitamins Patanjali’s Atta Noodles- No preservatives, natural, healthy Capital Foods’s Ching’s Secret- Hunger, Desi (Indian) Chinese GlaxoSmithKline’s Foodles- without the ‘no’ (health)
  • 6.
  • 7. SURVEY & ANALYSIS FAILED BRAND: TOP RAMEN 33 RESPONDENTS
  • 9.
  • 11.
  • 13.
  • 14. What snacks do you generally consume? QUESTION 4
  • 15. Indian Snacks • Poha, Upma, Pani Puri, Farsan, Bhel, Chaat. Others • Noodles, Pasta, Biscuits, Burger, Pizza, Chips, Bread, Popcorn.
  • 16. At what time of the day do you consume these snacks? QUESTION 5
  • 17.
  • 18. Why do you prefer eating them? QUESTION 6
  • 20. Which are your favourite brands in the Instant noodles category? QUESTION 7
  • 21. • 26 out of 33 respondents chose Maggi • 6 out of 33 chose Top Ramen • 4 out of 33 chose Ching’s • 2 out of 33 chose Waiwai
  • 22. Why is the above mentioned brand your favourite? QUESTION 8
  • 23. • Taste • Loyalty • Flavours • Childhood memories & attachment • Instant Factor- Easy to cook • Availability
  • 24. Favourite flavour of the above mentioned brand? QUESTION 9
  • 25. • 16 out of 33- Maggi's masala flavour • Others Chicken Maggi, Atta Flavour, Top Ramen’s Curry Flavour Maggi Hot Heads- Peri peri and green chilly flavour Chings- Hot garlic, Manchurian and Singapore noodles Waiwai-chicken flavour
  • 26. Did you ever think of switching your above mentioned brand? QUESTION 10
  • 27.
  • 28. If Yes, to which brand? QUESTION 11
  • 29. • Ching’s Secret • Top Ramen • Maggi (non Maggi consumer) • Patanjali
  • 30. Do you think these instant noodles are a healthy snack? QUESTION 12
  • 31.
  • 32. If No, then why don't you think they are healthy? QUESTION 13
  • 33. • Fattening • Not suitable for daily consumption • Chemicals • Preservatives • No nutrients • Corn flour- Not good for health
  • 34. Do you know 'Top Ramen' as a brand exists in the instant noodles category? QUESTION 14
  • 35.
  • 36. Have you consumed 'Top Ramen Noodles'? QUESTION 15
  • 37.
  • 38. What do you like/dislike about the Top Ramen Noodles? QUESTION 16
  • 39. LIKE • Taste • Only one flavour (curry) is good • Smooth texture DISLIKE • Smell (Pungent) • Taste (When compared to other brands, especially Maggi ) • Thin Noodles • Cost • Packaging • Spices
  • 40. Why do you think 'Top Ramen' as a brand does not work as compared to Maggi, Yippee, Patanjali Noodles? QUESTION 17
  • 41. • Taste • Brand loyalty towards Maggi. • Some think it’s a new brand • Some say Maggi suits the Indian taste whereas TP doesn’t. • Visibility, Marketing, Publicity, Share of voice, Advertising- Very Low that is why no brand recognition and recall. • Less experimentation with flavours that other brands do. • Some said poor quality and flavour.
  • 42. What is the one thing that you would like to change in all the instant noodles brand category? QUESTION 18
  • 43. • More varieties, flavours, spices and quality • Focus on Safety • Healthy- nutritious- Make fit for regular consumption. • Stop false claims- ‘2 min’ Maggi noodles • Lower the cost
  • 44. What went wrong? • Packaging- Doesn’t look appealing • Promotion- Communication doesn’t match • Product- taste, quality, flavours, texture • Price-costlier comparatively • Target group- working women segment Consumers/influencers-kids Customers-Moms • Web page-understanding the Indian minds, colours, etc.

Editor's Notes

  1. Time factor- Maggi- Indian snacks (poori bhaji, poha,etc) take time