Market scenario…

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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.

Advertising agency-Hakuhodo

Percept.

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

Positioning

People on the move

Convenience food

Cool , urban & chic

Supply & distribution

Has only 1.5 lac distributors compared to Maggi’s 6 lac

PROBLEMS

NON AVAILABILITY OF HOT WATER

POOR PACK COLOR

NO POP DISPLAYS

FORK NOT PROVIDED

DISTRIBUTION NETWORK

Marketing Plan

Caters to the following issues

Not in the Indian pallet

New concepts –

Noodle

Taste

Trials

…other issues

Belief that it is Unhealthy

Educate about hygienic preparations

& ingredients

2 way communication

Price> Value

Pay for hygiene,

nutritious values

standard product taste & product

Belief

Comparison with Maggi

Differentiation for people on Move

Behavior

Distribution system – mobile vans, canteens,bus&     train hubs

Attitude

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