Market scenario…
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
8 Comments