The times are changing with people looking for quick solutions for their hunger.
There is a significant market comprising of people-on-the-move.
Food habits & food culture .
High price sensitivity .
Nissin’s Cup noodles .. history
Companies inception in 1991 as Brooke Bond subsidiary .
Top Ramen as its noodle brand .
Target audience- kids .
The market share
19 % as compared to 80 % of Maggi noodles
Powa as a line extension
target audience kids from 4-8 years
Cup noodle launch…..
15 Dec 2002, launch of Cup noodles .
Target audience –
Age group between 16 to 35
Working people on the move
Hot , fast & easy.
What is it all about
Nature of the product
Instant ready to eat noodles .
Requirement of boiling hot water.
Avaliable in a 80 gm pack.
Avaliable in three tastes , tangy
chicken, masala & vegetable.
The present marketing & supply & distribution
People on the move
Cool , urban & chic
Supply & distribution
Has only 1.5 lac distributors compared to Maggi’s 6 lac
NON AVAILABILITY OF HOT WATER
POOR PACK COLOR
NO POP DISPLAYS
FORK NOT PROVIDED
Caters to the following issues
Not in the Indian pallet
New concepts –
Belief that it is Unhealthy
Educate about hygienic preparations
2 way communication
Pay for hygiene,
standard product taste & product
Comparison with Maggi
Differentiation for people on Move
Distribution system – mobile vans, canteens,bus& train hubs
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