"RESURRECTION- The Second Chance" an event by Markadiction- the Marketing Club of SIIB Pune is about Re-branding , Reviving and Resurrecting a failed product.
2. WHY DID IT FAIL ?
P R O M O T I O N
a d v a n t a g e b y M a g g i
F I R S T
M O V E R
D I S T R I B U T I O N
G l o c a l
I N D I A N I S A T I O N T A R G E T I N G
D I F F E R E N T I A T I O N
B R A N D E L E M E N T S
C O U N T E R F E I T
SO,
3. T H R E A T S O F
N E W E N T R A N T S
T H R E A T O F
S U B S T I T U T E S
B A R G A I N I N G
P O W E R O F B U Y E R S
B A R G A I N I N G
P O W E R O F S U P P L I E R S
I N D U S T R Y
R I V A L R Y
Entry Barriers
are low - No
extensive
investments, easy
to develop
economies of
scale.
Established
players like HUL
and ITC with
strong
distribution can
easily push their
products
No Switiching
Cost
Competitions
from other
noodle maker
RTE/RTC
Healthy Snacks-
Oats,Soups
Salad,etc
Low product
differentiation
leads to Buyers
having wide
variety of
options
Low Brand
loyalty of major
noodle brand
except Maggi
Raw materials
(Salt, Wheat,
Spices, etc) of Top
Ramen are readily
available
Top Ramen buys
in bulk providing
the suppliers with
large business,
resulting in low
negotiation by
buyers
Competitors
such as Knorr,
Sunfeast Yippee!,
Maggi provides
similar product
Category Point of
Differentiation is
very low
P
E
S
T
The ban on MSG by Supreme Court of India over carcinogenic concern resulted in an increased Regulation
with respect to health and safety by food safety regulator (FSSAI).
Changes in tax structure and policy, such as GST being introduced, the current GST rate on processed
noodles is 12%, brought down from initial 18%.
With the ban and controversy, Instant Noodles market resulted in a loss of more than 400 crore
A high inflation rate resulted in an increase in price thereby reducing the demand.
The trust level of consumers from the instant noodles market has decreased after the lead debacle.
Change in lifestyle and frantic work schedules bringing in a requirement of a convenient healthy food
The purchasing power of Indians has increased over the years.
Continuous Innovation with the help of technology to bring in new categories such as Cup Noodles, Instant Noodles, and Variants
of Noodles.
Utilizing sophisticated infrastructure, FMCG companies are able to increase the shelf life of a product and forecast exact demand.
M
A
C
R
O
M
I
C
R
O
4. S
W
O
T
Consumer Behavior Analysis
• Texture : Top Ramen is known for its thin size with a smooth texture that makes it the classic Hakata Ramen Noodle
• Worldwide Presence : Top Ramen is satisfying hunger in more than 80 countries
• Multiple Options : Can be used as chowmein to instant noodles to noodle-based soups, giving the customer a lot of options in
instant snacking
• Range of Variants : Different kind of variants exist, with Curry variant considered to be best
• Innovation : Continuously proposing new products based on technical breakthrough
• Competitors’ Pricing : Competitors can increase their market share by reducing the prices
• Threat of New Entrants : Entry barriers are low, no extensive investment required to enter the market
• Higher Margin to retailers : ITC, one of the competitors provides higher margin to its retailers and is growing fast
• Switching Cost : With not much of category point of differentiation and competitive pricing, buyers have low switching cost to switch the brand
• Change in Lifestyle : Increase in purchasing power of Indians and hectic work schedules resulting in a need for a healthy convenient food
• Marketing Initiatives : Scope of improving packaging and increase in promotional expenses will result in more brand awareness and share of voice
• Unexploited Rural Market : Maggi is the market leader but is till unable to exploit rural market, a huge scope present in rural areas
• Exposure to Global : With India going global, Indians are now more than ever exposed to different cuisines, resulting in a new need to satiate their
fantasy
• Low Visibility : Limited advertising and brand awareness compared to leading noodle brands
• Low Penetration : Indo Nissin have their own large distribution network but is still smaller than dominating FMCG players such as Nestle India (Maggi),
ITC (Sunfeast Yippee!)
• Pungent Smell : Top Ramen has its own unique smell which doesn’t go down with every consumer
• Tough Competition : Maggi (Nestle India) is the dominating brand with more than 50% market share, followed by Sunfeast Yippee! (ITC) with 22%
market share
Reasons to
eat snacks ?
a. Hunger
b. Taste
c. Availability
d. Instant Factor
e. Filling
Reason for specific
brand ?
a. Taste
b. Loyalty
c. Flavours
d. Nostalgia
e. Easy to cook
f. Availability
Perception related
to Instant Noodles ?
a. Fattening
b. Chemicals
c. Preservatives
d. No Nutrients
e. Unhealthy
5. Brand Name - Top
Ramen
Brand Tagline -
Fitness ka Naya Test
Brand Personality -
Energetic, Cheerful,
Wholesome and
Caring
Celebrity Endorser -
Disha Patani
What
TOP RAMEN
does for Consumer?
How
TOP RAMEN
makes the buyer feel ?
How
TOP RAMEN
makes the buyer look ?
How
would buyer describe
TOP RAMEN ?
6. RESURRECTING
TOP RAMEN
PRODUCT
RESURRECTING
TOP RAMEN
PRICE
Rs10/- for 1 packet compared to
Maggi Rs 12/- for 1 packet
Decoy Pricing - Rs 10/- for one
packet and Rs 16/- for 2 packet
New sachets containing chunks of soya,
chicken etc
Vit-C and Iron extracts from broccoli
and kimchi - immunity booster
Low on Sodium and Saturated-Fat
New Ingredients differentiation -
Classic, Italian, American
Cheese, Thai
Bring in 2 spices variants
(medium + hot)
7. RESURRECTING TOP RAMEN
PROMOTION - SALES
DISTRIBUTION
Traditional grocery stores accounted for the dominant market share of
about 60% in 2017 and is expected to a register a CAGR of 5.5% during
the period of 2018-23
Easy for the retailer/distributor to place the order
Manager can easily track and forecast the sales
Complaint/redressal platform for better relationship building
Track the shipment on one click
The Nissin App
8. RESURRECTING TOP RAMEN
PROMOTION
Ramen Rater - a contest
Creating an interactive social
blog, where consumers all over
the nation can upload their own
customized Top Ramen recipe.
The winner will be rewarded
with 2N/3D stay in Tokyo
Student Discounts - students can
avail certain discounts on the
product purchased from the
campus retail stores by showing
their ID cards
Bundle Promotion - free packet
with limca/fanta cans
Sponsoring TV shows/Youtube Videos
like Junior MasterChef Swaad Ke
Ustaad & BBkiVines / FilterCopy to
generate buzz amongst youngsters
and housholds
9. We will give a microwave box and 2
packets per employee - for the impact
promotion of top ramen
RESURRECTING TOP RAMEN
OFFLINE PROMOTION
"Top" Entrepreneurs
The brand will come up ramen-
entrepreneurs wherein we will install carts
in business complexes raising sales and at
the same time creating loyal brand
employees
Billboards at prime locations
promoting Top Ramen
Variants
10. Online Retail Stores
Top searches(SEO+SEM)
RESURRECTING TOP
RAMEN - PLACE
Dedicated kiosks at selected
stores inside selected
universities across the country
The company will install kiosks in
Top 50 undergrad and post grad
colleges and shopping complex in
terms of student density and
footfall to indulge them into
brand awareness
Avg No. of Student engagement
per college - 240 || No. of
Engagement in business complex
- 300
Total Number of Consumer
Engagement - 13,600
