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Mr. noodles
The document evaluates the marketing strategy for Mr. Noodles, an instant noodle brand in Bangladesh, assessing consumer perception and competition in a rapidly growing market. It proposes a refined marketing approach aimed at enhancing brand awareness and increasing market share by improving product differentiation and targeting specific demographics. Key recommendations include adjusting the pricing strategy, enhancing advertising, and focusing on both rational and emotional messaging to appeal to consumers.
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Mr. noodles
- 1. Mr. Noodles: Evaluation ofCurrent Marketing Strategy & Crafting a Champion Marketing Strategy
- 2. OBJECTIVE Evaluate the marketof Instant Noodles in Bangladesh Find out the consumer perception about Mr. Noodles Analyze current marketing strategy of Mr. Noodles Propose a more suitable marketing strategy
- 3. RATIONALE Fast growing sector Intensivecompetition Newer in the market
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- 5. THE COMPANY: PRAN Programfor Rural Advancement Nationally Since 1981 200 Products Countries 11.12% Revenue growth 70
- 6. NOODLES MARKET STRUCTURE M501:Marketing Theory & Practices Institute of Business Administration, University of Dhaka 55% 45% Instant noodle Air dried stick noodles
- 7. INSTANT NOODLES MARKET 316 Million (BDT) 40% Industrygrowth Market Leader
- 8. MARKET SHARE ININSTANT NOODLES SEGMENT Mr. Noodles 38% Maggi 53% Knorr 5% Others 4%
- 9. MARKET SEGMENTATION M501: MarketingTheory & Practices Institute of Business Administration, University of Dhaka Geographic • Metropolis • Urban • Semi- urban • Rural Demograph ic • Age • Social class Psychograp hic • Kids (Age and mindset) • Adults
- 10. TARGET MARKET Metropoli tan Urban Semi- urban Rural Upper Upper-middle Middle KIDS Core 7-12years MOTHERS Decision maker 25-40 years
- 11. EXISTING MARKET POSITION M501:Marketing Theory & Practices Institute of Business Administration, University of Dhaka Market Follower 38% MAGGI Controversy 60%
- 12. PRICING STRATEGY Mixed Pricing Strategy •Cost-based • Competition-based Assess cost Assess going rate Set a lower price Less volatile
- 13. PRICING STRATEGY Pack size Single (40 gm) Single (62 gm) 4pc 5pc8pc 12pc 14pc Mr. Noodl es 10 17 40 (40gm) 65 (62gm) 80 125 185 250 Maggi 10 18 66 (62 gm) - 130 190 -
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- 15. Distribution Strategy Foreign Factory in INDIA India,Qatar, Oman, UAE Australia
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- 17. IMC STRATEGY Making agood brand awareness Fostering better relationship with customers Increasing the market share. OBJECTIVES
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- 19. ADVERTISING Theme of TVCTagline Yummy taste No tagline Easy Instant noodles Celebrating a family occasion
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- 21. Sponsorship and cross borderadvertising Sponsorshi p Kids show Cooking show Advertising through Indian channels TVC Title sponsor
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- 23. Particulars Amount Sales TK.120 million Marketing Budget TK. 4.8 million BUDGETING 4%
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- 25. Say: Nutritiou s and Delicious Confirm: Inconsist ent and incohere nce Undesire dBrand Integrity Do: Emphasi ze more on extra things CONSISTENCY TRAIANGLE
- 26. 62% 16.20% 14% 3.00% Poor Quality Lackof Locus Annoying Jingle Lengthy PROBLEMS WITH CURRENT STRATEGY Response to the TVC
- 27. PROBLEMS WITH CURRENT STRATEGY Brand awareness100% 85.50% 76% 65.50%63.60% Maggi Cocola Mr. Noodles Knorr Fu-wang
- 28. Competitor Landscape Maggi KnorrDoodles Cocola MAMA Fu- wang IFAD Eggy Kolson
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- 30. Objectives Defining the market positioning Increasingthe brand awareness Increase the market share by 10% Becoming the first choice of the consumers
- 32. PRODUCT-IMPROVE Improvement of Tastemaker Packaging color R &D Test marketing Unique color code Similar color for each flavor Quality Taste 46%65% Similar to competitors
- 33. PRODUCT-NEW Cup Noodles Lowfat variant Target young adults Less competition Product differentiation Subject to R&D
- 34. PRICE Mr. Noodles Cup Noodles BDT50 Lowest price in the market Suggested price BDT 48
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- 36. AUDIENCE FOCUSED Focus onthe target market Kids and Mothers Young adults Weight watchers
- 37. DESIGNING THE MESSAGE Delivering message Convince customers “Why wouldcustomers want the product?” RATIONAL + EMOTIONAL
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- 41. ATL TVC • Story-line • Nutrition facts •Multiple consumpti on Print • Kids magazine • Feature pages • Interactive quiz & competitio n Social • Interactive • Review option • Low cost TVC Print Social
- 42. BTL Announce presence with MR.NOODLES MASCOT Continue with Keepsakes One campaign at a time Participative keepsakes
- 43. MEASURING RESULTS Marketing ROI POSConsumer survey
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