2. Product highlight

3. Introduction
• Authentic chinese ingridients brand was
launched in 1996.
• Key ingridients have been developed
through in-depth research into chinese
food culture.
• Capital foods accounts for brands such
as Top ramen,ching’s secret & sauces..

4. Boston consulting group
(BCG model)
Soups
Noodles
Sauces
Frozen
entrees

5. Introducing product
Type
- Dried powdered healthy soups
Flavours
– Tomato , Manchow , Hot & sour , Sweet corn
and Mix veg

6. Introducing product
Size
• -Available in 50gm & 15gm pack
Colour
-planning to come up with attractive colourful
packets..!!!
Packaging
• -zip lock packed pouch

7. Market segmentation
Market
segmentation
Geographic
Demographic
Psychographic Behavioral

8. M.S for ching’s
• Market segmentation for ching’s soups ,we would
mainly emphasis on Demographic segmentation
& Psychographic segmentation.!
Demographic segmentation
-Family size = easy to cook & serve
-Age=all type of age group
-Occupation=convinient for working people

9. M.S of ching’s
Psychographic segmentation
On the basis of social status
-middle class,lower middle class,upper class &
upper middle class
On the basis of life style
-People with busy life styles ,health & fitness
conscious

11. Target Audience(Targeting)
• Target audience for ching’s soups would be all
age group people i.e children , adults as well
as oldies.
Children- (5 years & above)
Adults-(18 years & above)
Oldies-(50 years & above)

12. Positioning
Ching’s secret is positioned as real chinese,this
positioning is relevant for the brand because
the brand is also present in instant food
products like sauce,instant chinese mix etc..
The positioning as real chinese therefore
strengths the core of the brand which is
instant chinese food...!!!

13. Positioning
 Our positioning strategy would be –
‘’ Just in a minute
experience the
authentic taste of
china...!!! ‘’

14. Price
Knorr soups
• 60 gm of pack at 40rs
Ching’s soup
• 60gm of pack at 45rs

15. Place
Location
• Prime locations
• Small retail outlets
• Demart
• Malls
• Kirana stores

16. Distribution
Distribution channel
Manufacturer—wholesalers—retailers--
customers

17. Promotion
• In order to beat other brands , we have
come up with goood promotion
strategies that could help us in leading &
positioning the symbol of taste & purity
in the minds of customers...
Advertising
Sales promotion

18. Promotion
 Advertising
• T.v ads (food food channel,star
plus,sony,zee tv,cartoon network )
• Radio (98.3 & 93.5 fm)

19. Promotion
Sales promotion
• 1 on 1 free for specific period.
• Participation in exhibitions.
• Free samples of 15gm with TOI
newspaper.
• Feedback form along with ching’s
soup pack..

20. New product
• Try our new range of product which we have
come up with Schezchow instant noodles
soup..!! Soon we are coming in the market with
the concept of noonion no garlic soups (for
jains)

21. Conclusion
• Initially we failed to promote our brand
though it is third largest selling soup across
the world...
• We seek to lead the market winning the
hearts of our customers with the authentic
flavours of our product...!!!!