I. Marketing Background A. Overview of the Industry 1.
Market Size Instant Noodles has been considered a basic commodity here in the Philippines.1 It has been part of the Filipinos’ diet either as a snack or as a viand paired with rice. With the convenience and affordability they provide, instant noodles have become part of the Filipinos’ way of living. Consequently, the market for noodles has been continuously increasing over the years in terms of sales volume. As more noodle products were consumed each year, the sales volume of the noodle market reached a total of approximately 243.79 thousand tonnes at the end of 2010. This growth in the market is reflected in the graph below:
Source: Euromonitor. “Noodles in the Philippines” 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com>
*Instant Noodles – Dried/pre-cooked noodles sold with flavoring such as seasoning oil or powder *Other Noodles – Comprised of Snack Noodles (fried noodles consumed as snack) and Plain Noodles (basic dried/pre-cooked noodles sold without additional flavoring) *Total Noodles – Instant Noodles + Other Noodles (Snack Noodles and Plain Noodles)
The significance of instant noodles is evident. During the year of 2010, instant noodle products dominated with 92% of the sales volume in the noodle industry while the snack noodles and plain noodles only contributed 8%.
1 S. 1913, 13th Cong. (2010) (enacted). Web. 22 May 2011.
From the line graph below, the growth of the market is also reflected. With the sales volume for noodles growing each year, it only seems natural for its sales value to increase as well. During 2010, the sales value of all types of noodles amounted to approximately 8,716 Million Pesos more than what the industry had acquired 5 years ago. The total sales value for 2010 was almost 150% more than it was during 2005.
Source: Euromonitor. “Noodles in the Philippines” 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com>
Similarly, it is also the instant noodles that dominated in the market’s sales value. During 2010, an amount of 25,593.80 Million Pesos out of the 27,284.86 Million Pesos for the whole noodle industry was contributed by instant noodles. This constituted to approximately 94% of the entire market.
Within the last five years, the instant noodle industry has already grown by about 25.73% and is expected to grow even more with increasing rates.2 It is definite that instant noodles dominate over both snack noodles and plain noodles. But if we break down the sales volume of instant noodles alone, it can also be observed that most of it is made up of sales from pouch instant noodles.
*Instant noodles are further divided into 2 categories, namely the pouch instant noodles and the cup/bowl noodles. Pouch instant noodles are dehydrated noodles with flavoring in separate packets packaged in plastic pouches that are to be prepared and eaten in separate plates or
2 Euromonitor. “Consumer Lifestyles in the Philippines.” 19 April 2011. Web. 17 May
bowls. Cup/bowl noodles are dehydrated noodles with flavoring in separate packets packaged in disposable paper or plastic bowls, to be prepared and eaten directly from the container.
Source: Euromonitor. “Noodles in the Philippines” 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com>
The instant noodle industry is greatly dominated by the pouch instant noodle products that only a miniscule portion is comprised of cup/bowl instant noodles. During 2010, almost 96% of the instant noodles consumed were in the pouch format.
Growth has also manifested in this industry in terms of value. In spite of instant noodles having relatively low prices as compared to other consumer goods, the total sales value of this industry continues to increase, similar with its volume. Below is a diagram showing the sales value of instant noodles from 2005 to 2010:
Source: Euromonitor. “Noodles in the Philippines” 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com>
Once again, instant noodles in pouch format contribute to the majority of the sales value of the noodle industry with 89% of the total sales during 2010.
17 May 2011. the sales value of noodles has also increased but at a higher rate compared to its sales volume. the dominance of this particular flavor is apparent.
Source: Euromonitor. “Consumer Lifestyles in the Philippines. a reflection that shows how positively Filipino consumers are patronizing the products of this industry. when it comes to wet instant noodles. the Soy sauce and Calamansi flavor is the most popular for dry instant noodles.43% growth rate. <portal. They have improved their products to make them tastier and healthier in an effort to increase their respective market shares and reach segments that were not covered in the past.
*Instant noodles can also be defined as either wet or dry noodles.com>
. Similar values have been seen in previous years as well. Consequently.euromonitor. with that. especially younger ones. However. Currently. Web. from 2005 to 2010. Web. 17 May
2011. more customers seem to prefer the beef and chicken flavors. The different flavors of instant noodles play a significant factor in the choices of its consumers.3 2. From 2009 to 2010. different instant noodle brands have come up with more varieties of products to suit consumers’ various and ever-changing wants and needs. Wet instant noodles are eaten with hot broth (Ex: Chicken Mami) while dry instant noodles are made to replicate stir-fry noodles (Ex: Pancit Canton).com>
With the globalization of the world.” 19 April 2011. whether indigenous to their
3 Euromonitor. more popularly known as Pancit Canton. the sales value of noodles already increased by 46. the sales value of instant noodles alone increased by 5. This implies a general increase of the prices of the products in the market.56% which contributes largely to the noodle industry’s 5. more consumers.Over the years.euromonitor. “Noodles in the Philippines” 23 September 2010. <portal. international cultures have already been introduced to different people around the globe. Market Trends Over the years.94%. From the graph. are becoming interested in new flavors.
mostproject. With the wide array of fortification strategies available.respective country or from other parts of the world. Web. 7 Ibid. For example. <http://www. Similarly. many of these brands have already incorporated additional nutrients from healthy and natural sources to their products. Inc.
. In fact. The brand also continued to expand its noodles soups such as Lucky Me! Sopas.com> 6 Ibid. “Consumer Lifestyles in the Philippines. flat noodle. These campaigns are proclaimed through guarantee seals printed on the packaging and are usually featured and emphasized when advertising the product.” 19 April 2011. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. Monde Nissin Corporation has released their specialty noodles which include Lucky Me! Lomi and Sotanghon.prweb. 2002. URC released Payless Instant Mami Chicken with Real Malunggay and Corn.
According to a New Report by Global Industry Analysts.4 As a result. Universal Robina Corporation also released its Payless Pancit Shanghai line which promotes mostly Asian flavors such as Oriental and Patatim. 20 May 2011. which came up with a Malunggay-fortified variant.pdf> 5 Euromonitor. Web.euromonitor.6 However. <http://www. and the instant noodle industry is no exception. <portal.9 Aside from that.” 04 January 2011. Lucky Me! noodles already have the NAPA (No Artificial Preservatives Added) seal on their
4 PRWeb. Web. Lucky Me! N-Rich.pdf> 9 Ibid. many instant noodle brands have introduced new flavors that aim to cater to their adventurous palates. 8 United States Agency for International Development. "Global Instant Noodles Market to Reach 139. which is said to contribute to the heightened tastiness of the product since it is claimed to be able to absorb more of the sauce and the flavoring. instant noodle brands have also managed to shift most of the consumers’ paradigms regarding the damaging effects of instant noodles to the body by assuring consumers that they are avoiding the use of harmful raw materials. 17 May 2011. 20 May 2011. And Jjampong5 Likewise. most of the brands today have their very own “healthier” variants of instant noodles. Payless Pancit Shanghai claims to differ from its competitors because the brand uses a new type of noodle.7 Health and wellness concerns have also become popular issues when it comes to food.2 Billion Packs by 2015.com/pdfdownload/8041134. For example.8 An example is Monde Nissin Corporation.org/Updates_Feb05/noodles.
Shopping for food and basic necessities is usually a family activity and is typically done in regular intervals.” 19 April 2011. almost 72% of the total Philippine population is projected to live in urban areas.pdf>
.php/products/lucky_me> 11 MCA Limited.11 Surprisingly.pdf> 12 Ibid. March 2002. “Consumer Lifestyles in the Philippines. In fact. Market Profile Most Filipino households spend around 53. Moreover.12
Source: Euromonitor. 17 May 2011. and easy to consume.com/resources/research/files/spe_retail. “Retailing in the Philippines. Web.euromonitor. Web. however. The middle class only makes up 39% while 15% can be traced back to households that belong to the socioeconomic classes A and B.euromonitor. easy to use. most of the grocery spending comes from the lower socioeconomic class. <portal. within the next decade. "Global Instant Noodles Market to Reach 139. 24 May 2011. According to a New Report by Global Industry Analysts. <http://www. More Filipinos are moving to highly urbanized areas. heavier traffic.” 19 April 2011.mondenissin. 17 May 2011.packaging which guarantees consumers that there are no artificial preservatives added in their products. accounting for 46% of grocery spending in the country.10 A.2 Billion Packs by 2015. Monde Nissin Corporation.com>
With the need for speed and efficiency in today’s society. 13 Euromonitor. 2008. <portal.com/pdfdownload/8041134.prweb. growing importance given to workouts and healthy existence. most Filipino consumers buy basic
10 “Lucky Me! Product List”. cleaning.com/main. 20 May 2011 <http://www.5% of their budget on food.” Philippines Special Report. 20 May 2011.philippinesforum.
<http://www. Web. “Consumer Lifestyles in the Philippines. Inc. they tend to look for products and services that are easy to prepare. Thus. and many more.”14 They no longer have the luxury of spending time for the most basic household tasks such as cooking.” 04 January 2011.com> 14 PRWeb.13 Such rapid urbanization has triggered busy lifestyles among these people which are “set by increased working time. people can no longer afford to do things as slowly nor as carefully as before. Web.
laundry detergents. convenience stores.”16
With that. <http://www. They look for cheaper options and prioritize buying the basics: 73 percent allot time to look for the best promotions. Despite this. there has been a rising popularity of one-stop shops that have extensive selections of various products such as supermarkets. Ninety-two percent plan their shopping in advance. bathroom toiletries and the like.18 The demand for convenience.” 19 April 2011. 18 Ibid. especially in food. "Global Instant Noodles Market to Reach 139. <http://www. 19 PRWeb. First of which. Inc.aspx? articleId=475365&publicationSubCategoryId=82> 17 Ibid. the amount of money they have to shell out is still a very important factor. These products are “finely tuned to fit” the needs posed by most of the consumers. More people are leaning towards consuming pre-cooked meals. and even if 89 percent decide what brand to buy before shopping. which are more convenient and cheaper than having to cook their own meals. and sari-sari stores.euromonitor.15 When shopping for household necessities such as food. which are more convenient.philstar. Web. especially for basic household goods. especially in the Philippines. "Shopping Styles of the Filipino Consumer.
“When Filipinos shop.19 Aside from the convenience they provide. According to a New Report by Global Industry Analysts. has also been increasing at a substantial rate. quality remains to be one of the top priorities for Filipino consumers. they are also attractive to most
15 Euromonitor. “Consumer Lifestyles in the Philippines.com> 16 Osorio. and 74 percent are willing to try a new product. 20 May 2011.com/pdfdownload/8041134.household goods in stores that are located nearest to them.prweb. Bong R. Web. <portal. is the price of the product. and 79 percent prepare a shopping list before hitting the supermarkets or any place they want to do their shopping. there are certain key factors that most Filipino households take note of. The instant noodle industry has been one of the sectors that are positively affected by this. 17 May
2011.2 Billion Packs by 2015. 20 May 2011.17 Most households remain loyal to brands which they themselves have tried and tested.com/Article. Web. local and cheaper brands have become more competitive in the market. and normally considered the most essential.” 04 January 2011." The Philippine Star 08 June 2009. Consequently.pdf>
. 81 percent end up choosing the brand to put in their baskets at the point of purchase.
Web. 21 May 2011.20 As a response to these characteristics.pdf> 21World Instant Noodles Association. <http://www. 20 May 2011. the national demand for instant noodles has progressively increased in the last 4 years. 22 May 2011.html>
Demand for instant noodles continues to increase across the world. 13th Cong. 2002.2324 Usage Habits For higher socio-economic classes.ph/lisdata/32082391!. Today.25
20 United States Agency for International Development. Web.21
Source: World Instant Noodles Association. the Philippines has the 9th largest demand for instant noodles in the world.senate. Web.
According to a New Report by Global Industry Analysts. Similar trends can be experienced in both developing and developed countries.com/pdfdownload/8041134.pdf> 23 S.
.” especially in urban areas. <http://www. growing number of women working.pdf> 25 Ibid. increased working time.org/Updates_Feb05/noodles. Moreover. and consumers having less time to cook meals at home. 7581.gov. < http://www. 20 May 2011. <http://www. instant noodles have “proved to be a boon in certain regional markets. Web.pdf> 24 S.” 04 January 2011. the instant noodle industry is propelled forward with the demand for convenience due to “changing lifestyles and buying behavior of consumers. which can be attributed to their low moisture and high sodium content. Web. 10 May 2011. (2010) (enacted).2 Billion Packs by 2015. Instant Noodles: A Potential
Vehicle for Micronutrient Fortification. "Global Instant Noodles Market to Reach 139.org/noodles/expandingmarket.gov.mostproject. As seen from the graph above. Filipinos have been patronizing instant noodles as reflected by how much they demand for the product. as they are considered cost-effective goods for cutting down the cost of living during trying times. 1913. < http://www. 9th Cong. <http://www. it has become a basic necessity for most Filipino families and is mandated by law to be available for the general public at reasonable prices.”22 Today. 22 May 2011.Filipinos because of their affordability and long shelf life.instantnoodles. Inc.ph/uploads/DownloadableForms/RA%207581%20-%20Price %20Act.html>
22 PRWeb. 21 May 2011. 10 May 2011. most especially in developing countries such as the Philippines due to the various benefits they provide. Web.instantnoodles.prweb.org/noodles/expanding-market. (1992) (enacted).dti.
particularly in lower socio-economic classes C. Environmental Analysis 1.pids. “Retailing in the Philippines.”
are turning away from traditional cooking and are now shifting to pre-cooked or easy-tocook meals. 20 May 2011. represent additional factors that are expected to have a bearing on eating and food preparation habits. Web. young singles with little or no cooking skills. Instant noodles are one of the most significant components of this industry and indeed are abundantly consumed by Filipinos.philippinesforum. 20 May 2011 <http://www. which they are able to sufficiently prepare given their time-constrained and hectic lifestyles. there has already been a significant increase in the consumption of instant noodles. “increasing number of nuclear families. enhanced awareness of healthful diets and increased interest in ethnic and international foods. many of the households belonging to the classes D and E consume instant noodles as their viand. rise in disposable incomes. two families. Tech.ph/ris/dps/pidsdps0515. March
2002. both belonging to the lower socioeconomic classes. This strength and stability of the
26 Ibid. instant noodles are able to deliver the same satisfaction traditional viands provide.28 In additional to their affordability.com/resources/research/files/spe_retail. Philippine Institute for Development Studies. B. D. Rice in the Filipino Diet and Culture. “One instant noodle pack can make rice palatable for a whole family. The Instant noodle industry in the Philippines continues to be stable as its market increases each year. Web. <http://dirp3. and E.” says Filomeno Aguilar of the Philippine Institute for Development Studies.pdf>
. no. In recent years. 27 MCA Limited. 2005-15. In the three cases he presented in his discussion paper.pdf> 28 Aguilar. instant noodles suffice as substitutes for viands because for most of these people.gov. Analysis of Opportunities and Threats Opportunities: The Strength and Growth of the Instant Noodle Industry Filipinos are among the largest consumers of packaged food in Asia.” Philippines Special Report. Filomeno V.Likewise.27 In relation to that. admit that instant noodles are part of their regular meals.
Adventurous customers wanting new and unique flavors During 2009 and 2010. <portal.market provides a good opportunity to enter the market. provided that they are of great value to them. Web.” 19 April 2011. Since people demand for time-efficient ways for doing their daily routines. new instant noodle products with unique flavors were witnessed to be able to sustain the excitement of consumers with the industry29. as compared to the major target market of the entire instant noodle industry. Web. There would always be customers who would desire to buy instant noodle products.30 Increasing number of working mothers
Euromonitor. the speed at which instant noodles are prepared poses as a big opportunity for the industry to further improve on. quality and taste are two of the most important factors for purchasing and consumption decisions. most especially food. Rapid Urbanization The significant growth in the number of people living in urban areas gives rise to increasing demand for convenience. this launch encouraged more frequent consumption and even attracted new customers. <portal. 17 May 2011. “Noodles in the Philippines” 23 September 2010. when the brand name is already able to make consumers distinguish a particular one for its renowned superiority. 17 May 2011.com>
. Thus. this is an opportunity for a product that can be positioned with such qualities.com> 30 Euromonitor. It has also been observed that these products was more attracted to the younger and more affluent crowd.euromonitor.
Recognition of brand When it comes to food. Additionally. Many consumers deem this as a factor in choosing products. “Consumer Lifestyles in the Philippines. the brand itself becomes an advantage.euromonitor. This gives that particular product a good opportunity to be made known in the market as well. Thus.
17 May 2011. especially those with demanding occupations.com>
. the instant noodle industry is vulnerable to issues regarding the quality of its products.euromonitor. using various fortification strategies. which can be found in instant noodles.” 04 January 2011. just like any other food industry. <http://www.33 Threats: Quality Control Issues Filipino households are more meticulous when it comes to the quality of the food they are purchasing. the increasing awareness of Filipinos regarding health concerns is a driving factor why fortification strategies can be advantageous for the instant noodle industry given the health benefits that fortified products provide. raw ingredients can be fortified with essential micronutrients. 20 May 2011. such as Vitamin B6 and antioxidants.pdf> 33Euromonitor. <http://www. they are open towards food products that are already pre-cooked or easy-to-prepare.” 19 April 2011. 2002. “Consumer Lifestyles in the Philippines.Working mothers. Increasing awareness for health In the process of making instant noodles. Web.prweb. Inc.pdf> 32 United States Agency for International Development. Moreover.org/Updates_Feb05/noodles.mostproject.32 Aside from that. Because of their affordability. Web. Web. <portal.com/pdfdownload/8041134. 20 May 2011. most especially since their families will be the ones consuming these products.2 Billion Packs by 2015. have little or almost no time to prepare meals for their own families. "Global Instant Noodles Market to Reach 139. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. Low price range The low price range of instant noodles is an advantage because it can provide a shield for the manufacturers and corporations from the economically-detrimental effects of financial downturns or recessions.
According to a New Report by Global Industry Analysts. 31 Such attributes. One small scare such as the
31 PRWeb. make these goods a big hit among such households in the Philippines. Instead. instant noodles have become an effective alternative during these periods of cost-cutting.
. Most of the instant noodle brands engage in intensive marketing strategies in hopes of attaining a larger share of the market.34 Rising prices of Raw Materials Flour is an essential ingredient in the manufacturing of instant noodles.gmanews. 35 With the rising prices of flour and other essential ingredients in the market. 01 June 2007.38 Since consumers are more likely to patronize what is familiar to them.gov. 20 May 2011. GMA News. brands must be able to distinguish themselves from the rest through continuing to create unique variations of their products. cannot simply increase their products’ prices too much for this action may possibly drive away consumers in the long run. with the heightening competition in this industry. and seafood. "DTI Warns of More Price Increases.37 However.org/Updates_Feb05/noodles. These marketing strategies are not only applied to
34 Montenegro. Web.pdf> 36 Amojelar. Web. however.asp?xItem=24252&CtNode=128> 38 Euromonitor.mostproject.manilatimes. <http://www." The Manila Times Newspaper.euromonitor. Web. Web. “Noodles in the Philippines” 23 September 2010.36 Manufacturers. 17 May 2011. “Three Minutes to Go”. 20 May 2011. 22 May 2011. For example. 05 May 2011.Salmonella contamination of Maggi can stop current (and probably future) consumers from buying instant noodles. Jim. Candice. <http://taiwanreview. noodle brands have to come up with flavors that deeply touch the current fads of the Philippine culture. Taiwan Review. 20 May 2011. Lucky Me! has launched Lucky Me! Jjampong as a way to tap into the Filipinos’ current Korean craze. <http://www.tw/ct. Key Success Factors Product Distinction The instant noodle industry is made up of brands that are more often than not common with one another.net/business/dti-warns-of-more-price-increases/>. Traditionally.nat. Such flavors are retained because most consumers prefer these flavors over novel ones. <http://www. Darwin G.tv/story/219686/nation/instant-noodles-recalled-after-testingpositive-for-salmonella> 35 United States Agency for International Development. chicken. 2002. “Instant Noodles Recalled after Testing Positive for
Salmonella”. The Manila Times Newspaper. these noodle brands have the usual flavors such as beef. 37 Hwang. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. companies can be exposed to less profitable operations. 2. Web. <portal.
2008. Solim. Lucky Me! has also hired Derek Ramsay to endorse Lucky Me! Lomi. Web. Gourmet Cuisine Manual. 40 Such a strategy remains to be effective because of the association as well as the influence that the endorser has over the consumers. Advertising. 2008. <www. are able to communicate and explain to their consumers the information that they would need to influence their buying decisions. and Wee. Monde Nissin Corporation.39 The most visible of these marketing strategies are the advertisements aired on television and other forms of mass media. 42 Through advertising. especially those who are constituents of the celebrity’s fan base. especially for products with large markets. Tiu. Not only do consumers associate instant noodles with the individuals who endorse them.
Most often than not. “Importance of Advertising” 10 February 2009. Web. Sy.php/multimedia> 41 Higgins. This strategy is important. Lexis F.
39 Chu. "Chapter 10: What are the Options for Promoting Products and Services?” Principles of Marketing: An Applied. 40 Media. Collaborative Learning Approaches. It could be the comfortable warmth the consumer’s stomach feels. 04 June 2011. it also has to be attractive in order to catch the viewer’s attention as well as be able to retain them in memory.principlesofmarketing.
. aside from Sharon Cuneta. Companies are able to hire wellknown celebrities to endorse their products. 41 The main goal of most advertisers is to be able to make consumers as well as potential buyers aware of their products. something that other kinds of processed food lack. companies. it only assists the companies to sell it. 42 Simon Cotter. especially for consumer goods. 04 June 2011 43 Ibid. or even the excitement when eating spicy noodles with one’s friends.com>. 43 However.com/main. Consumers are able to identify themselves as part of that experience and thus would add more to the satisfaction of eating the product. not only does it have to give the right information. does not necessarily sell the product but rather.enhance the brand’s image but at the same time used to introduce newly launched flavors in the market. Advertising Advertising comprises a large part of the promotions of most consumer goods in the market.mondenissin. however. 44 Ibid. but they are also enticed by the experience of eating instant noodles. because it is able to give important information in a short span of time. <http://www. 25 May 2011. For example. Microsoft Office
especially because instant noodles are already considered basic necessities for the Filipino households. Availability Instant noodles. 17 May 2011.html> 49 London Business School. “Fast Moving Consumer Goods” January 2009.pdf>
. These products include a wide array of products that are frequently bought by consumers such as household cleaning products. especially if they are launching new products or variants.
when Payless Pancit Shanghai was introduced in the market. brands such as Lucky Me! have are applying advertising strategies intensively with the use of high profile celebrities and other highly effective advertising techniques to market their products.com> 48 Simon Cotter.
For instance. 46Media.euromonitor. “Importance of Advertising” 10 February 2009. Kim Chiu and Gerald Anderson. are considered fast moving consumer products. 47 Likewise. Since instant noodles have a large part in a consumers’ buying pattern. Web. because they effectively promote their products attractively as well as the experience that comes with it. to be able to succeed in the instant noodle industry. 2008. 48 The brands have to be able to establish a certain level of trust for their product. “Noodles in the Philippines” 23 September 2010. <http://www.london. 25 May 2011. 04 June 2011. brands must consistently update their advertising strategies.
<http://www. <http://www. toiletries and other basic necessities. This is probably why Lucky Me is successful in gaining the biggest share in the market. its success was directly connected to their advertising campaign.mondenissin. especially for the Philippines. the brands must able to encapsulate in their advertisements the essence of their product.edu/assets/documents/theschool/SubjectGuide_FastMovingCons umerGoods_v3_JAN09_AF. which included two popular celebrities.simoncotter.php/multimedia> 47Euromonitor. 49 One of the most important factors for the success of this industry is the
45 Ibid. 04 June 2011.attractive advertising stirs the public’s curiosity which in turn will help boost their demand for the product. Monde Nissin Corporation. Web.com/importance-of-advertising.com/main. <portal. 45 For the instant noodle industry alone. Web.
More Savings This School Year with Payless Instant Mami Chicken With Corn and Malunggay. which would mean that they would have lesser profits. companies fail to constantly supply stores with their products.onlinefreetrading. although it has some other internationally-inspired flavors as well. It seems to promote itself as a cheap yet delicious alternative to its competitors.51
<www. most companies are able to gain profit by means of sales volume. “Fast Moving Consumer Goods”. 50 Commonly. However.com.com/en/industries/fast_moving_consumer> 51 Online Free Trading. it will result to lesser sales volume.fiege. instant noodles are sold at lower prices which translate to companies having lesser sales margins." UniversalRobina. Its inexpensiveness is especially emphasized by the name of the brand being “Payless”. It also tries to present itself as healthy by claiming that its noodles possess eleven different types of vitamins. 26 June 2010.availability of the product in the markets is the constant availability of these goods in stores. Competitive Analysis A. of its major competition. because these products have a quicker shelf turnover.universalrobina. 26 May 2011. however. Brand: Nissin Company: Nissin-Universal Robina Corporation
50 FIEGE. Competitive Positioning
Brand: Payless Company: Universal Robina Corporation Payless’s main marketing pitch seems to be the idea that it is less expensive than most. 04 June 2011 <http://www. it seems to focus on Filipino flavors such Bulalo and Chicken Espesyal. Web.com/2010/06/26/morehealth-more-savings-this-school-year>. if not all. <http://www. Universal Robina Corporation.shtml> 52 "More Health. Web. If.
. “Fast Moving Consumer Goods” . 52 In terms of flavors. Web.com/advice/home-business/fmcg/fmcg. 04 June 2011.
ph. on the other hand. Furthermore.com.php>.php>. Web.ph/prods_bcfg. Tekki Noodles are packaged solely in cups55 making it more convenient for consumers to eat when not at home.zesto. The name implies that its products are food on-the-go. <http://www2.urc. focuses on roughly the same ideas as QuickChow does.com.54 Tekki Noodles.
54 "Products.Cup Noodles.
The brand gives the impression that it is focusing more on marketing its products’ taste
rather than health benefits since there are no claims about its instant noodles being healthy nor containing vitamins anywhere on the packaging and in its advertisements. similar to Payless. the products are more expensive. and its target market seems to be children and the mothers who buy them. and seafood.com.
<http://www.Nissin’s main drive seems to be toward seafood and Japanese flavors. unlike Quick Chow which is sold in a pouch. 26 May 2011.Domestic. pork. Web.ph/zesto_products_2. <http://www. as well." Zesto.com. Universal Robina Corporation. Zest-O Corporation.ph. 2009. except the target market seems to be adults rather than children." Zesto. 26 May 2011.html>. In terms of flavors.com. 26 May 2011. 2011. Its main advertising point seems to be taste. the company does not seem to stray far from the conventional ones such as beef.zesto. Thus. seems to focus on Filipino flavors.com. Web. Zest-O Corporation. but this is rather redundant since the product is of course instant noodles. 2009.
. 55 "Products ." URC.
53 "Branded Consumer Foods Group . chicken.ph/zesto_products_3. Brands: QuickChow and Tekki Company: Zest-O Corporation QuickChow.53 It seems to be fond of adding the word ‘ramen’ to their flavors like Beef Ramen and Seafood Ramen.
17 May 2011. and Payless generally increase throughout the years. its market share throughout the years is still distant from Lucky Me!’s share. Compared to its competitors. such as Nissin. Monde Nissin Corporations’ Lucky Me! is the leading brand. This presents a trend that there is increasing popularity among these less-known brands. and Tekki. Similar trends can be observed with the market shares of the instant noodles companies. Additionally. the trend for the different instant noodles brands’ market shares are apparent. are in contrast. QuickChow. 17 May 2011.euromonitor. the market shares of the remaining smaller brands. Payless garners the next top-highest market shares. “Noodles in the Philippines” 23 September 2010. generally decreasing. its market shares’ is considerably higher. “Noodles in the Philippines” 23 September 2010. In fact. Nevertheless. which is more than twice the amount of the competitors that are lower in rank.com>
Source: Euromonitor. its market share is on an upward trend as well. <portal.B. the other unknown brands. most probably those which are less known than the other brands currently presented on this diagram. Web. Web.com>
During 2005 – 2009. From the graph. as the market shares of Lucky Me!. Market Shares / Sales Volume / Sales and Profit Trends
Source: Euromonitor.euromonitor. the next component with the highest market share is the conglomeration of different other brands. <portal.
Since Lucky Me! was evidently the leader from the graph of market shares trend for instant noodle brands. it is only natural for the its corporation to be at the top position throughout 2005 – 2009 as well. the increasing popularity of other unknown brands and their respective companies is trending as the growth of their collective market share seems to be continuous.
C. The weakness of Payless is reflected in its name.com> 57 Ibid. This is actually the cheapest price among all the brands. When people hear the name “Payless. “Noodles in the Philippines” 23 September 2010. Once again. 17 May 2011. The price may not be a very good advantage. the remaining companies garnered not only significantly lower market shares per year. Monde Nissin and Universal Robina Corporation also have generally growing market shares throughout the years.euromonitor. often differing only by a peso or two. In a market where prices are very close to one another.10. but it can be an advantage nonetheless. Similarly. Marketing Strategies (for each of the 4 P’s)
Brand: Payless Company: Universal Robina Corporation Product Payless focuses on traditional Filipino flavors since it is targeting to market to the Filipino community.56 Price A 55g package of Payless Noodles costs P6.57 Place
56 Euromonitor. but also had generally downward trends as these percentages decreased from 2005 until 2009. unlike the other brand names. On the other hand. This advantage has allowed Payless to maintain its number two position despite lagging behind Lucky Me! by a huge amount.
<portal. Its focus on Filipino flavors can evidently be seen in the way that it names its flavors after popular Filipino soups. Web. this does not give the brand a very good advantage.” they often associate it with cheap but not delicious food.
making consumers aware of the noodles’ features. Aside from trying to present itself as Japanese with its name and at times adding ramen to its flavors.58 However. 23 July 2009. Its choice of Kim Chiu as product endorser 59 hints that the brand is trying to promote its noodles to the younger generations as well. Brand: Nissin Company: Nissin-Universal Robina Corporation Product Nissin is quite standard in the way its products are presented." UniversalRobina.
Universal Robina Corporation.Payless seems to be fairly present in various supermarkets and grocery stores. This could possibly make it more difficult to sell the products since people may choose other different brands over Payless.com/2009/07/23/kim-chiu-is-payless-pancit-shanghaisbrand-ambassador/>. Place Nissin share the same shelf in supermarkets and groceries with many of its competitors. but also an idea that the brand is not ultimately focused on selling to the lower-income households that have very small amounts of money budgeted for food. 26 May 2011. Price Nissin wet noodles are priced at P6. making them the second most expensive noodles after Lucky Me!. these outlets do not only carry Payless products. This gives consumers an impression that the products are actually of good quality. the primary distribution points of instant noodles according to Euromonitor. it really is not quite different from its competitors.
58 Ibid. but also its competitors. Web. Promotion While Payless’ promotions and advertisements seem somehow generic compared to its competitors’.universalrobina.75 per 55g. the mere mention of its name is already an advertisement about its price. <http://www.com. This may be an advantage as its products are put in direct contrast to other brands. 59 "Kim Chiu Is Payless Pancit Shanghai’s Brand Ambassador.
Similar to the other noodle brands.Nissin Cup Noodles . 26 May 2011. Prod.60 This is evident in most of its advertisements. its Japanese cultural attributes. YouTube. <http://www. especially the ones where its commercial models are wearing Japanese clothing and are located in Japanese landscapes. Web.youtube.Kiji-in. But usually.61 Brands: QuickChow and Tekki Company: Zest-O Corporation Product QuickChow and Tekki noodles seem to be very generic and not offer many distinctions from all the other instant noodle products being offered in the market. 18 May 2011. This poses as a very big disadvantage for these two brands since they are less likely to be noticed.com/watch?v=vW4VKmmKH2c>.25 (a lot more expensive than noodles available in pouch format). it can be observed that QuickChow and Tekki are placed at the bottom or ends of the shelves. 61 Euromonitor. Web. while a regular Tekki cup noodle costs P 18. 17 May 2011. <portal. Campaigns &
60 Nissin-Universal Robina Corp . as compared to the other leading ones. QuickChow noodles are mainly available in Filipino flavors while Tekki Shomen Cup Noodles lean toward other Asian flavors. they do not contribute much to the products popularity among consumers.euromonitor. “Noodles in the Philippines” 23 September 2010. Although these prices are cheaper than most of the other brands (with products of similar formats). Place Both share the same shelf as all the rest of their competitors.com>
.75 per 55g. it has actually dropped during 2009. This line of advertising has not worked as well as the brand would have desired since instead of having an increase with its overall share.Promotion Nissin’s main promotion seems to be the seafood element of its noodles and at times.com. Price QuickChow costs P 6.
<http://www.com/watch?v=i0WvJR2MMGU>. But these do not actually add much to differentiate their products from the other different brands. 12 Aug. 26 May 2011. Youtube.LYLE SACRIS.62 Overall. Dir. Strengths and Weaknesses of Competition (in terms of 4 Ps) Brand: Payless Company: Universal Robina Corporation
Strengths Product Price Place • Promotion • Endorsed by high-profile celebrities such as Kim Chiu and Gerald Anderson Establishes a niche market among teenagers and young adults • • • Well-known Brand Offers a variety of new flavors Has the lowest prices of instant noodles • • Weaknesses Has limited flavors Does not have cup noodles
Stacked alongside competitors in shelf spaces of supermarkets Promotions and advertisements are generic
Brand: Nissin Company: Nissin-Universal Robina Corporation
62 QUICKCHOW INSTANT MAMI ("Bakit Ngayon Ka Lang") . Web.
D. Lyle Sacris. 2010.Promotion Most of their promotions attempt to emphasize on how delicious their product tastes. their
commercials do not proclaim additional features about the product either. both their
market shares have fallen as of 2009. Additionally.youtube. something that most of their competitors also do.com.
Although the company offers its products under different brands such as Monde. which include biscuits and noodles. Monde Nissin Corporation was originally incorporated as
.Y. During 1980. M. Company Profile of Monde Nissin History Monde Nissin Corporation (Monde) is a privately owned company well known for its production of various food products. San. • Weaknesses Cannot be differentiated from its competitors. and of course. Lucky Me!.
III. Company Background A.Strengths Product Price Place • • • Well-known Brand Unique Japanese flavors such as Ramen Affordable prices • • Promotion •
Weaknesses Not fortified with any micronutrients
Stacked alongside competitors in shelf spaces of supermarkets Not attracting consumers because it is promoting more of the Japanese culture. the corporation actually began with manufacturing and selling biscuits only.
Brands: QuickChow and Tekki Company: Zest-O Corporation
Strengths Product Price • • • Offers a variety of flavors Sells pouch and cup noodles Affordable prices • Place • Promotion • Usually placed at the bottom or at the ends of the shelves Is not available in certain supermarkets Commercials are not effective in selling the product.
org/index. 22 May 2011. 2008. <http://www.ph/images/catalog.63 By then. and M. <http://www.” MondeNissin. and numerous new and unique blends of flavors for instant noodles such as Hot chili.php/products/lucky_me/lm_milestones>
. its top-selling products were Nissin Wafer and Nissin Butter Coconut. 22 May 2011. the company decided to introduce the very first noodles in pouches and the first bowl noodle. Monde Nissin Corporation.Y. Healthins Soda Crackers. the Lucky Me! Pancit Canton and the Lucky Me! Supreme La Paz Batchoy respectively. 9 years after its establishment. San Graham crackers. Due to the success of the brand and its products. Lucky Me! pioneered the manufacture of Bihon (instant rice noodles). Monde acquired the M. and Jjampong (the first locally-produced Asian-inspired flavor). Pancit Canton in cups. and Values
63 Wikipilinas.Y. Monde Nissin Corporation. the initial flavors released were Beef and Chicken.com.” Web.65 Under the Monde brand.Monde Denmark Nissin Biscuit Corporation (The corporation subsequently changed its name to Monde Nissin). 2008.66 Vision. which are all still available in the market today. “Monde Nissin Corporation.com. Instant Sopas. Fita crackers. According to the company’s official website.mondenissin. the corporation continues to manufacture its flagship biscuit brands such as SkyFlakes crackers. Instant Lomi.wikipilipinas. Mission.com. the company ventured into the instant noodle segment as it launched its first Instant Mami (noodle soup) variants under the Lucky Me! brand. 25 May 2011.64 Furthermore. Then. 2008. Until today. Instant Spaghetti. San Corporation in 2002. the company also manufactures additional biscuit products such as Butter Cookies.html> 65 “Product Catalog 2010-2011.” MondeNissin.pdf> 66 “Milestones. Monde Nissin Corporation. and Lion’s Crème Crackers.com/main.ph/index. As for the biscuit segment. <http://www. Throughout the following years.mysan. 22 May 2011. both of which would become the fastest selling ones in this segment.” MondeNissin.com. <http://en. Chilimansi (Chili Citrus Flavor).php?title=Monde_Nissin_Corporation> 64 “The Company. The noodles segment continued to prosper and the corporation took this opportunity to further expand its variety of noodle products.com. more biscuit products are being produced as well.mysan.
.com.” Scribd 2011. <http://www. innovation. a place where we can grow and explore our skills. 24
<http://www. 23 May 2011. 2008.
69 Ibid. 25 May 2011.”69 It can be understood from its vision and mission statements that the company emphasizes on its workforce’s sharpened skills and knowledge as well as its constant self-improvement and happiness. and Caring Service. Monde Nissin believes that these team players are the foundations of its unparalleled success as it continues to be the leading brand for instant noodles in the Philippines.
67 Centeno. According to the official website. “LS10 Monde Nissin. Web. but also to achieve growth and development that nurtures enthusiasm. Sarmiento. Web. Monde Nissin claims to nurture a “corporate culture that is anchored on traditional core values such as Teamwork. Learning Continuously. As stated in the values segment on the official website of the corporation.php/about_us>. MondeNissin. Dela Cruz. Milano.”68 They claim not only to produce revolutionary noodle and biscuit goods.com/main.mondenissin. Emata. Monde Nissin Corp. the company’s constituents consider the corporation as “our home. and agility.Although the corporation is mostly owned by Indonesians67 and is headed by Betty Ang. Monde Nissin provides the Filipino community with high quality products and excellent service. and Margaux Tan.com/doc/49091613/LS10-Monde-Nissin>
68 About Us.
“effectively contribute toward attaining a common good through genuine partnership. 25 May 2011. Moreover..mondenissin.php/about_us>.php/about_us>. determination for creativity. 25 May 2011. it is not surprising how the corporation has received numerous local and international awards and citations such as the following:71
70 About Us. The sails of fast-moving cutter represent its adventurous and continuous search for innovative ideas that Monde Nissin aims to grow and develop through revolutionary systems and up-to-date technology. they acknowledge these differences in their values and ideals. Web. MondeNissin. and passion for excellence.. 2008.com. orange and red. symbolize the spirit of enthusiasm. Web.
71 About Us. MondeNissin. the company does not undermine the diversity of individuals. In fact.
. represented by the middle sail that is longer than the others. With such devotion to high quality and innovation.70 The colors.com/main.com. Monde Nissin Corp. This uniqueness is cherished in order to provide a favorable environment for people to achieve their highest potential and thus. 2008. Monde Nissin Corp. as stated on the official website.The different elements of the corporation is truly faithful to its values since even the logo represents the company’s core qualities and mindset.”
Awards and Citations Monde Nissin strives to provide only the best goods and services to its customers.mondenissin.
php/products/biscuits/mysan> 74 Lucky Me! Product List.com.727374 The following table is a list of all these products.
22 May 2011. <http://www. <http://www. 22 May
2011. Monde Nissin Corporation. more specifically for biscuits and noodles. MondeNissin.com/main. 2008. MondeNissin.mondenissin.mondenissin.com. 24 May 2011.Y. Monde Nissin Corporation. 2008. San Product List. Monde Nissin Corporation.
72 Monde Product List.com/main. 2008.com.mondenissin. MondeNissin.php/products/biscuits/monde>
73 Monde M. <http://www.php/products/lucky_me>
.• • •
Five-time Consumer Union of the Philippines Awardee as “Best Biscuit Manufacturer in the Philippines” Five Time awardee of Reader’s Digest Superbrands in the Instant Noodles Category (specifically for Lucky Me!) Honored with a Product Award by the Philippine Association of Food Technologies (PAFT) for its adaptation of La Paz Batchoy into a convenient pack
• • •
National Consumer Quality Award for Instant Noodles category (specifically for Lucky Me!) Golden Shell Award for Marketing Excellence in Exports – 2004 Gold Award MONDE SELECTION Bruxelles – WORLD SELECTION OF QUALITY – 2007
Today.com/main. the corporation offers different brands and variants of its products.
Sopas Dry Noodles (Pancit Canton) – Original. Mac and Cheez Cup Noodles (Supreme) – La Paz Batchoy.70% from 2005 until 2009. Nissin Cubee Wafer. Eggnog Cookies. Sweet & Spicy. its competitors’ market shares during all of the years are nowhere near Lucky Me!. Chicken na Chicken. Special Beef. Happy Time Assortment. Sumo MiniCookie Sandwich. Native Chicken. Chow Mien Dry Noodles (Specialty Noodles) – Pancit Bihon. One One Rice Cracker. M. Sotanghon Lite. Nissin Butter Coconut. Nissin Stick Wafer. Kalamansi. Lucky Me! Seafood. Chili-Mansi. Kari. Lion’s Cream Crackers. Bulalo.
64. The company achieves almost a 2% increase from 2008 to 2009 while some of the other companies experience decreases. With an average market share of 63. Extra Hot. Spicy Hot Beef. San Grahams. N-Rich with Malunggay Wet Noodles (Specialty Noodles) – Sotanghon Lite. Danish Style Butter Cookies
Lucky Me! Wet Noodles – Beef na Beef. San Skyflakes.00
62. One One Snowy Crisps. Nissin Wafer. Jjampong. Po-ku
Monde Voice Combo Sandwich. Baked Mac. Choco Blast
M. Windmill Wafers. Healthins Soda Crackers. Curly Spaghetti. La Paz Batchoy.Y. Bingo. Lucky Me! Seafood.19
. Bulalo.Y. it firmly holds on to the top position in the industry as its market share growth is actually the highest among all the other corporations. Current Position of the Company/Brand in the Market Monde Nissin Corporation is the current leading company in the noodle industry. Chicken and Egg (Itnok). Lomi. Sumo Hoops.93
63. Butter Cookies. Voice 2 PLUS Sandwich. Tee Up Cream Puffs. Sumo Wafer Stick. Pinoy Chicken. 
% Retail value rsp 2005 2006 2007 2008 2009
Monde Nissin Corp. Breadstix. In fact.
Consequently.31 0. It has been recognized as the market leader in the instant noodle industry in the country.43 11.0 0
11. this domination has been far-reaching as Lucky Me! continues to be the top choice for Filipinos when it comes to instant noodles.97 100.% Retail value rsp
Universal Robina Corp.57 5. Lucky Me!.73%. which is less than 20% of Lucky Me!’s market share.54 0.33 11. Indofood Sukses Makmur Tbk PT Supervalue Inc.30 100.0 0
Source: Euromonitor. Nissin-Universal Robina Corp. Web.26 0. <portal. Zest-O Corp. SM Investments Corp.30 0.26 6.0 0
12.30 4.69 0.69 0.60 0. currently also has dominance over the noodle brands of other companies.30 0.31 100.83 0.
.21 10.78 0. Nestlé Philippines Inc.0 0
12. Others Total
11.euromonitor. 17 May 2011.70 6.33 0.73 5.21 0. the corporation’s instant noodle brand.20 5. the second leading brand.30 0.58 100. Over the last few years.24 0.21 5. With the brand having a market share of 64. only had 12.29 12. its competitors are far behind.0 0
12.58 5.45 100.25 12.84 0.14 6. Payless.48 5. “Noodles in the Philippines” 23 September 2010.19% during 2009.
34 0.70 5. its sales were insignificant as compared to those of the other products offered by Lucky Me!. Personal Interview. Marie.euromonitor.29 12. Spicy Beef.41 2. 76 Sy.69 0.00
63. Wok Noodles were
75 Sy.21 3. with flavors such as Savory Shrimp.93 11. It never garnered a significant market share in the instant noodle industry.30 3. 17 May 2011.31 0. 7 June 2011. “Noodles in the Philippines” 23 September 2010.45 100.73 4.69 12. accounting for less than 1% of Lucky Me!’s annual sales.19 12.00 12.08 0.84 0.16 0. as well as its relatively higher price with respect to most of its competitors. <portal.61 2.0 0
Source: Euromonitor.22 2. Flavoring is then added and mixed together with the noodles before the product can be consumed directly from the cup.33 11.0 0
62.26 3.25 12.76 This was mainly because of the limited consumption of cup noodles by the market itself.30 100.com>
During the period when Lucky Me! Wok Noodles were still being manufactured and sold by the corporation.0 0
64.43 11.69 3. This means preparation entailed pouring hot water on the noodles in the cup then draining the noodles after a few minutes.97 100.% Retail value rsp
Lucky Me Payless Nissin Quick Chow Tekki Maggi SM Bonus Indomie Others Total
Monde Nissin Corp Universal Robina Corp Nissin-Universal Robina Corp Zest-O Corp Zest-O Corp Nestlé Philippines Inc SM Investments Corp Indofood Sukses Makmur Tbk PT Others Total
63. Marie. Personal interview.14 5.78 0. Perhaps to its target market of relatively higher-income consumers.60 0.48 5.30 0.86 2. 21 May 2011. Web.31 100.30 0.
.60 0.24 0. and Flaming Hot.75 Wok Noodles were offered as a dry cup noodle product.
41 2.66 4. Currently.30 6.70
29. it is also the leading company in the biscuit market.58%.81
29. Grand Alphatech International Corp.87 21. is considered Chow Mien’s rival and is being preferred by more consumers. having a market share of 21.82
29. are either in first or in second place.22 2. Analogous to its standing in the instant noodles segment.29 5.55 20.37 1.27 2.60 10.98 2. Marie Sy. Kraft Foods (Philippines) Inc. Universal Robina Corp. it can be observed that Monde Nissin’s market share growth from 2008 to 2009 is greater than URC’s and even all the other competitors’..56 3.15 1.29 1.68 5.40 20.20 10. Personal Interview. Its market share in this industry is not as extensive as its portion in the noodles division. In fact. which include Skyflakes and Fita.58
77 Tan. 8 June 2011
.53 1.82 6. Nevertheless.34 5. Republic Biscuit Corp. Universal Robina Corp.21 20.17 2.33 3.not able to provide the value they were looking for despite the products’ high price. Ms.63 2.10 3. having a 32. with almost a 3% increase.12 10. a constituent of Monde Nissin Corporation. Inc.56 6.45 5.90 4. Payless Pancit Shanghai (by Universal Robina Corp).53 5.27 3.65 2.63 21. its biscuit brands. Sy claims that a competitor’s product. 77 According to Ms.62 5.82
32. Martinez & Co. its dominance in the market is expected.
29. Kristine Valerie.17 1.90 2.58 10.27 10. Felicisimo First Choice Food Corp.
% retail value rsp 2005 2006 2007 2008 2009
Monde Nissin Corp.01 6. With the company’s improvement of performance. Delfi Foods Philippines Inc. its sales then were comparable to the statistics of Lucky Me! Chow Mien today. Chow Mien does not play a major role in delivering sales for the company. A similar victorious position is occupied Monde Nissin Corporation in the biscuit industry.63% market share during 2009 with the next top ranking company. Campbell Soup Co.
03 0. Throughout the years.69 0.94 0.64
100. Kraft Foods Inc.89 0.09 0. With its wide range of quality noodle and biscuit products that are specially made to cater to the various and evolving needs and wants of different consumers.40 2.04 0. This stability in the business is the result of one of the company’s strengths.19 13. Monde Nissin Corporation has been providing biscuit and noodle products to the Filipino community and other international customers. when it comes to instant noodles and biscuit industries.com>
C. Others Total
2005 0. Monde Nissin continues to be a valuable constituent in these segments.12 0. Metro Biscuit Corp. Until today.34 13. “Noodles in the Philippines” 23 September 2010.33 0. Through such exceptional endeavors.00 0
Source: Euromonitor. <portal.62 0.19 13. it continues to improve its recipes
2009 1.0 100.94 100. Another strong point of the company is its competence in research and development. Nestlé Philippines Inc.64 0.40 0.0 0
2007 1.33 0. they are able to manufacture different new products that aim to satisfy its consumers. Meiji Seika Kaisha Ltd. Loacker SpA. which is adaptability. Company/Brand Strengths and Weaknesses Analysis Strengths Since 1980.07 13.0 0
2006 0.88 0. A Croley Foods Mfg Corp.89 100.0 0
2008 1. Web. the corporation is able to maintain its dominance in these industries.90 100.euromonitor. 17 May 2011.% retail value rsp Commonwealth Foods Inc. most especially with instant noodles.46 0.38 0.56 0.39 13.
78 An example of such efforts is the company’s awareness and response to consumers’ increasing health and wellness concerns.80 Since the company has their own plants. both in the present and in the future. two minor factories are located in Pampanga and Cebu.mondenissin.that will maintain.Araw ng Pagkilala na ang Kainang Pamilya ay Mahalaga (A Day to Commemorate that Family Meals Matter). enhance customer taste satisfaction. An example of such advocacy was when Lucky Me! emphasized the importance of family to the Filipino community by launching “National FaMEALy Day .
. the company’s passion for discovery and innovation will enable it to have advantage over its competitors. Dela Cruz.”79 Another one of the advantages of Monde Nissin is the presence of the corporation’s own manufacturing plants here in the Philippines. The main factory for production is located in Sta. The Monde Nissin’s team composed of well-educated and experienced food technologists. 2008. Additionally. MondeNissin. their trust is put in the corporation and its offerings.com. <http://www. they are able to easily adjust production when sudden changes in demands occur.php/products/lucky_me> 80 Ibid. chemists. Additionally. . as
78 Centeno. Emata.scribd. the company is able to strengthen its consumers’ loyalty not only through satisfying their wants and needs through its products but also by accentuating their values and traditions. Sarmiento. This is a great advantage of the corporation over its competitors. This will give it the opportunity to keep up with the trends of the market and of the consumers.” Scribd 2011.com/main. or better yet. Laguna. <http://www. they are able to manipulate the manufacturing processes more easily when revolutionary technologies are discovered or distinct changes to the products are needed to be made since the company itself is the one primarily regulating its own plants. and Margaux Tan. Furthermore. Monde Nissin Corporation.com/doc/49091613/LS10-Monde-Nissin> 79 Lucky Me! Product List. Monde Nissin Corporation’s team members are able to make decisions and then apply them in a more immediate manner. Milano. As a result. Lucky Me! became NAPA (No Artificial Preservatives Added) in 2008 and launched its N-Rich line the following year. and chemical engineers are trained and equipped to discover new market tastes and develop new flavors and products that will provide improved offerings to the consumers. Because the company continues to offer ever-improving and high quality product lines to its consumers. Rosa. Web. “LS10 Monde Nissin. 23 May 2011. Additionally. Monde Nissin’s consumers are loyal to its brands and products. 24 May 2011.
.com. 25 May 2011. distribution costs can be minimized since these products will only need to travel locally.php/about_us>. other places in Luzon. continuous customer satisfaction from high quality products and efficient customer service only encourages these consumers to express such favorable experience to others and thus. Monde Nissin Corp.scribd.com/main. Wok Noodles’ main advantage was the quality of its products. This results to having farreaching distribution operations.” its human resources’ respect and enjoyment are deeply valued. Having 13 distributors in Northern Central Luzon. <http://www. good publicity is being experienced by the company. Wok Noodles As a product of Monde Nissin Corp. 4 in the Greater Manila Area. Consumers were immediately assured of the high quality and
81 Centeno. it is no wonder how Monde Nissin products are can be purchased from big modern supermarkets to rural sari-sari stores. learning continuously. Sarmiento. 11 in South Luzon.” Scribd 2011. and Margaux Tan.82 Consequently. Having manufacturing plants located at different places in the Philippines also comes with another one of the strengths of the corporation. and seven in Visayas and Mindanao81. the main factory in Laguna is able to provide products for Metro Manila. effectively advocate the brands and products to other potential buyers. . MondeNissin. and even for other nations. the entire Monde Nissin Corporation team is efficiently able to work together and strive for a common goal – to competently provide high quality products and excellent service to its beloved consumers. <http://www. Milano.com/doc/49091613/LS10-Monde-Nissin> 82 About Us. Through the corporation’s successful marketing endeavors. Web.. Monde Nissin’s visibility is another one of its strong points. Since the company operates on a “corporate culture that is anchored on traditional core values such as teamwork. Additionally. While the plants in Pampanga and Cebu are able to provide products for the Visayas and Mindanao regions. and caring service. Emata.
.opposed to when the plants are under the control of other corporations or are located in international settings. 2008. 23 May 2011. “LS10 Monde Nissin. Web. Additionally. Dela Cruz.mondenissin.
Weaknesses Indeed the distribution operations of Monde Nissin are able to reach even the distant provinces in the various regions of the Philippines. Personal interview. Thus. there is a possibility of “cannibalization” within the company. the main retailers for its target market. This made it easy for consumers to access the product. The corporation is up-to-date with the different consumer trends. Despite this. Thus. Thus. and innovation in order to provide its health-conscious consumers
83 Sy. there have been reports that some of these deliveries contain inefficient quantity of the company’s products. this would not only create an opportunity for Wok Noodles to be priced at a higher cost.83 Some stores have reported to have low supplies of Monde Nissin product with the demands of their customers not being fully satisfied. This weakness impedes the growth of sales. 21 May 2011. some of these products are quite comparable to each other. Although Lucky Me! has been dedicated to research. but also provide people with fewer reasons not to try Wok Noodles even if they are unfamiliar with the product itself.premium taste of Wok Noodles simply from the recognition that it was a product under Lucky Me!. these overlapping products may tackle very similar needs of the consumers. Wok Noodles was able to enjoy a prime spot in supermarkets and groceries. Marie. Wok Noodles might also have the advantage of more effective distribution channels than its competitors. Wok Noodles would be easily visible to supermarket shoppers as they would be displayed in eye-level shelves or in special sections in the aisles. development. Wok Noodles were indeed strong in terms of product visibility. Although Monde Nissin is able to provide a wide range of products that can satisfy its consumers. 34
. one of which is the rising concern for health and wellness. Also. as Lucky Me! is the market leader in the instant noodle industry. Along with Lucky Me!’s ad campaigns and promotions for its products. In fact. Wok is the fruit of product innovation and high quality standards that the brand is already known for. There was no longer a need for a great effort to introduce Wok Noodles as good noodles because people were already aware that as a product under Lucky Me!.
instant noodles are still usually criticized as junk food. the
. other brands. Spicy Beef.”
It is also important to
note that while Wok’s target
market were clearly identified as those belonging to the higher economic classes. people would also be inclined to buy the imported noodles as they could be seen as “more authentic” in terms of being “Asian food. as the name “Wok” connotes an Asian or Oriental taste and feel. which are also the target consumers of Wok Noodles.with the “healthiest” product it could possibly offer. and this would be unfavorable for Wok. Also. often from China. also offer dry noodles in cups. Japan and Korea. but the product is available only Savory Shrimp. These imported brands.
Wok Noodles Aside from those mentioned above. these customers belong to the middle or higher-income households. a certain contradiction exists between the brand name and the flavors offered. More often than not. a major disadvantage of Wok Noodles would be its similarity to a lot of other dry cup noodles in the market. Thus. and Flaming Hot. which are consumers from lower-income households. it will be the brand’s ultimate advantage over their competitors if they are able to come up with a solution to further attract more of these health-conscious consumers. Beyond the similar dry noodles (Pancit Canton) offered by Lucky Me!. could be identified as international counterparts of Wok Noodles as they would normally be available in Oriental / Asian flavors. and these are usually marketed to high-income consumers. Although this particular concern is not the defining factor for Lucky Me!’s primary consumers. which did not imply much about being Oriental-Asian. particularly imported ones.
. including active and health-conscious professionals. and young schoolchildren. as a product for the higher social classes. are generally sold to the common people (masa. 8 June 2011. some of whom may have instant noodles as a staple food or viand since they are inexpenive and easy to prepare. broad C). Wok did not translate as a brand for its target market. Lucky Me! has a new line of Specialty Noodles. class D. it is observable that from their original target market pertaining to lower socio-economic classes.85 Additionally. 86 Ibid. E.86 From this it is possible to conclude that Lucky Me! is moving from generic consumer needs (such as a need to fill a craving for instant noodles) to more specific demands (such as the demand for healthier or more childfriendly noodles). busy students. Identified Market Segments Being the market leader in the instant noodle industry.
84 Tan. Monde Nissin has been able to establish Lucky Me! instant noodles as high-quality family-oriented products. 85 Sy. However. This incongruence of sorts could be seen as a significant weak point of Wok Noodles84. which features new kinds of Filipino and international flavors as well as different types of instant pasta. Brand Consumer Profile 1. Marie. Personal interview. Its packaging also did not imply a high-class nor Asian feel. marked at competitive prices. Kristine Valerie. it seemed that Wok Noodles. Thus. With variants that range from Sotanghon Lite to Curly Spaghetti and Mac & Cheez. is actually presented simply as differently-flavored pancit canton in a cup.product itself was not directly marketed towards them. As could be seen from its flavors. the people who would like to buy Wok Noodles would not be able to afford it because of its high price. Personal interview. 21 May 2011. priced more expensively. D. Lucky Me! noodles are not limited to these groups because as a widely recognized Filipino company. Its dry (Pancit Canton) and wet (noodles in soup) noodle variants. Monde Nissin’s Lucky Me! brand offers Filipinos the most diverse range of instant noodle varieties both in pouch and in cup. Lucky Me! is now also selling to younger and more upscale people. moreover.
Web.” and “Spicy” flavors.” 19 April 2011. Lucky Me! primarily answers the need for good-quality and reliable food that would fill the stomach in an instant or in a fuss-free way. consumed during occasions when individuals do not have ample time to prepare meals or are simply craving for a quick fix of noodles. 17 May 2011. The trend of fast-paced lifestyles also increases the need for a quick and hassle-free manner of preparing food. As mentioned above. as well as the convenience in the method of preparation and consumption of noodles without compromising their taste and quality.The targeted market segment of Lucky Me! Wok Noodles was no different from the target market of these Specialty Noodles. Wok Noodles. Instant noodles can be seen as staple items in Filipino kitchen cupboards. having the feature of being able to be cooked in just a few minutes. Wok’s target market might have been young and adventurous instant noodle lovers who are interested in Asian noodle tastes and need a convenient way of eating them.com>
. what they seek is the experience of eating and tasting unique Asian flavors in a cup. Despite this. Pancit Canton is normally sold in “Original. Moreover.88 Lucky Me! Wok addressed this need by providing the convenience of having instant meals—convenience in the ease of access to its products. Market Needs Being Addressed Its main product being instant noodles. Wok might not have been successful at tapping its market because of its unmemorable flavors and inconsistent positioning.
87 Ibid. For these kinds of people. “Consumer Lifestyles in the Philippines. having the same lifestyles and demands as the consumers of the Specialty Noodles today. Wok Noodles catered to the need for new and exciting variants in dry instant noodles. Wok Noodles in the past might have been also sold to relatively higher economic classes. 2.euromonitor. Wok offered shrimp and beef flavors which were a lot different than the typical pancit canton.” “Calamansi. are valuable to consumers who have limited time for eating yet are in need to have a filling meal during those periods. it can be seen that beyond the instant noodles.87 Specifically. <portal. 88 Euromonitor. these flavors were perhaps not able to live up to the expectations of target market of the brands in terms of being “Asian” enough.
and Wee. This characteristic also contributes to the steady consumption of instant noodles all year long.89 Thus.91 Thus. Lucky Me! noodles are seen to be part of normal day-to-day eating habits of most Filipinos. and natural calamities (such as typhoons and draughts) have affected consumer expectations such that most are anticipating major food scarcities in the future. Microsoft Office Word Document. Tiu. Gourmet Cuisine Manual. consumers are becoming more value-oriented. the recent economic crises. continue to be sourced by consumers from supermarkets. The sense of convenience. as
89 Chu. reliability. oil price hike.90 Supermarket consumers who purchase Lucky Me! noodles usually buy in bulk (more than one pouch at a time). 2008. 92 Ibid. and sari-sari stores. with peaks during the rainy months as well as the holiday season. However. might have been commonly bought by its target market from supermarkets and convenience stores. Marie. was not tapped by Lucky Me! Wok Noodle Variants as they were not yet labeled as NAPA. Buying Patterns Lucky Me! noodles. 2008. Microsoft Office Word Document. 91 Sy. being more conscious of the changes in the costs of different household goods and food items. thus. along with most of Monde Nissin’s products. Sy. these endeavors in creating healthier instant noodles make Lucky Me! a good choice for those who seek a healthier range of instant food. Personal interview. along with high increases in the prices of goods. Solim. convenience stores. 90Chu. instant noodles are already budgeted for in an average family’s weekly or monthly expenses. 3. Lucky Me!’s noodles are presented as a healthy variety of instant noodles by innovating them as NAPA (or No Artificial Preservatives Added) and by fortifying their products with Iron and Vitamin A. Gourmet Cuisine Manual. as a more expensive kind of instant noodles. Sy. 21 May 2011.
. There does not seem to be seasonal patterns in the consumption rate of instant noodles. however. and Wee. This. and value (“sulit”) that instant noodles convey to consumers makes it a good grocery option even during times of crisis. Instant noodles seem to be regularly bought by families and are usually included in their grocery lists. Tiu. Solim.92 Wok Noodles.Another need that Lucky Me! caters to is the demand for healthier instant food.
25 May 2011. instant noodles.95 As mentioned earlier. 25 May 2011. 94 Home . especially those in the grade school level. Web.Kainang Pamilya Mahalaga. but it is not necessary that a household’s stock is regularly consumed and refilled.php/home>. 95 Media. Sy. The pattern in which Wok Noodles were bought may not be as steady as other Lucky Me! variants because for these kinds of people. 2008. 2008.kainangpamilyamahalaga.93 especially as a warm and energizing meal for people who have a long day ahead.com. Mothers who have picky children could simply prepare Lucky Me! for their children’s meal or packed lunch.mondenissin. Instant noodles are suitable for consumption at work or even at home when working late on a project. easy to eat. Monde Nissin Corporation. Marie. Usage Habits People commonly consume Lucky Me! instant noodles as a “stomach-filler” or panawid-gutom because of the convenience (easy to buy." KainangPamilyaMahalaga. Microsoft Office Word Document. Monde Nissin’s TV advertisements are certainly taking the effort to make Lucky Me! popular among children. 21 May 2011. Belonging to the higher economic classes. 4.com/main. as well as a dish on the dinner table. <http://www. are commonly donated and distributed to disaster-stricken victims.php/multimedia> 96 Sy. without the hassle of cooking.
93Chu. <http://www.com/index. easy to cook. easy to transport) it provides. Personal interview. Tiu. Gourmet Cuisine Manual.these people are not likely to buy from sari-sari stores. Aside from being eaten as a snack.94 Also. Lucky Me! is perceived to be well-loved by kids. value for money is still an important point for them as a result of various economic changes.’ Wok Noodles may be stocked at home. Wok’s consumers may not be as sensitive to price as those from the lower classes. to be shared and eaten together by the whole family.
. and this makes Lucky Me! an ideal food for children’s breakfast or snack time. 96 During times of typhoons and other natural calamities. along with biscuits and canned goods. recent ad campaigns have encouraged the eating of Lucky Me! instant noodles for breakfast. Solim. However. instant noodles are not seen as a staple food but a kind of ‘emergency food. instant noodles are also popular as relief goods because noodles are a good substitute for rice. and Wee. Monde Nissin Corp. as mentioned earlier.
it is not likely that they were eaten on a regular basis. and children. Also. Segmentation. perhaps Wok Noodles are simply snacks or emergency food. has enabled the brand to cater to a wide range of consumers—students. Lucky Me! segments Filipino consumers according to their characteristics such as income levels.php/multimedia> 99 Ibid. 2008. The regular dry and instant noodles have always been a staple to most Filipino families because of their familiar yet unique flavor and appeal to local tastes. to be eaten once in a while when they crave for instant noodles or when they need food but would not be able to cook. varying in flavor and noodle form.
97 Sy.” but as can be seen earlier. lifestyles. Mac & Cheez. at its price and different flavors. E. it seems that a cup of Wok Noodles was meant for individual consumption and not shared or eaten together with one’s family or friends. <http://www. all of whom having a need for high-quality and healthy instant meals. as well as their trusted reputation for quality and affordability. 98 Media. price. working people. Marketing Strategy 1.98 On the other hand. 25 May 2011.Wok Noodles could also be seen as “stomach fillers. Targeting and Positioning As a major player in the consumer market.mondenissin. in contrast to most of Lucky Me!’s products. 21 May 2011. to be eaten together by all members of the family. and Baked Mac all appeal to mothers with picky children and children who are fond of eating cheese and spaghetti.97 Such segmentation has enabled the brand to identify possible needs and set the right product. As an emphasis on catering to consumers’ specific demands. and promotion to a selected target market. the Sotanghon Lite is targeted to people who are concerned with the high carbohydrate intake associated with eating processed noodles.com/main. were perhaps selling the experience of tasting individuality and indulging oneself to unique cup noodles. Curly Spaghetti. mothers. and they are usually presented as a great dish for family meals. Its extensive assortment of instant noodles. the Specialty Noodles are offered to people with more distinct needs. Wok Noodles. Marie. The noodles are marketed as suitable for both kids and adults. and it is impractical to be donated to typhoon victims. Monde Nissin Corporation.
. For its target market. Personal interview. and age.99 For example.
One can say that it was certainly an unmemorable brand as very few people would remember it today. 25 May 2011. 65g and 35g. The brand elicits memorable moments of simply sitting around with friends or family. Monde Nissin Corp. However. high price and uninteresting flavors did not work well together for the target consumers to be attracted to the brand.100 As its logo symbolizes.mondenissin.com. 24 May 2011. The regular wet noodles and Pancit Canton are available in 65g pouches. its efforts to position itself as a high-end Asian-style instant noodle product were a little confused as its ordinary look. might have been also targeted to thrill-seeking younger consumers who have fast-paced lifestyles. Wok Noodles was not successful in carving out a niche for itself in the market.
100 About Us.
. implying fresh and exciting Asian flavors in a cup.php/products/lucky_me> 102 Ibid. MondeNissin. <http://www. Monde Nissin Corporation. Specialty noodles vary from 60g to 90g pouches. 2008.102
2. 2008.”101 The shape and color of the logo shows intimacy and warmth.
Monde Nissin sees itself as a youthful and dynamic company dedicated to providing high quality products and excellent service to Filipino consumers. Cup noodles are also offered in two sizes.com/main. Clearly. happily eating and bonding over tasty fuss-free meals.com/main.Wok Noodles. <http://www. much like how Lucky Me! products have already been a part of the lives of Filipinos by continuing to provide fresh and sweet-smelling meals that Filipino families have come to love and look forward to. Marketing Mix (Four P’s)
Product Lucky Me!’s instant noodles are offered in a wide array of flavors and sizes. 101 Lucky Me! Product List.. Lucky Me! presents itself in the market as a brand that “truly cares for its customers. Web.mondenissin.php/about_us>.
These varieties add to Monde Nissin’s reputation for innovation and advancement of instant noodle flavors and processing technology. as well as Western-style pasta such as macaroni. Tiu. Solim. 105 Ibid. The packaging as a whole gives off a premium look for a high-quality product that consumers can expect from the brand. bearing NAPA and Sangkap Pinoy seals along with images of freshly cooked and appetizing noodles with meat and vegetables on top.while Chow Mien Cup Noodles are in 75g and 50g.
. While most of the variants are based on Filipino dishes and flavors. Sy.103 All of these noodles are packaged in colorful and vibrant pouches and cups. 2008.104 Their noodle variants can be classified as follows105:
Non-Specialty Noodles Wet Beef na Beef Chicken na Chicken Itnok (Chicken and Egg) Native Chicken Beef Spareribs Pork Ribs Spicy Hot Beef N-Rich with Malunggay Dry (Pancit Canton) Original Calamansi Extra Hot Chili Sweet & Spicy Chili-Mansi Wet La Paz Batchoy * Seafood * Bulalo * Chicken Sotanghon Lite * Chicken Sopas Lomi Jjampong * Kari * Po-ku * Specialty Noodles Dry Pancit Bihon with Kalamansi Baked Mac Mac & Cheez Curly Spaghetti Chow Mien Spicy Seafood * Chow Mien Beef *
*available in cup / bowl format 103 Ibid. Microsoft Office Word Document. 104 Chu. and Wee. newer flavors are leaning towards Asian flavors such as Chinese and Japanese. Gourmet Cuisine Manual.
the noodles themselves were not any different from the noodles of Pancit Canton that were sold in pouches. It is interesting to note that while ‘Wok’ sounds like there is a stir-fried quality to the noodles.90. as a cup noodle product. 8 June 2011. and Bulalo are priced at a range from P12. Microsoft Office Word Document. Solim. Personal Interview. and Wee. Tiu. 2008. From the perspective of a typical consumer of Wok Noodles (a person who enjoys a comfortable lifestyle and who would likely be educated enough to recognize what a wok is). it used to belong to the Lucky Me! Supreme Cup Noodle line as a dry cup noodle variant. 107 Chu. except that the noodles can be cooked and eaten directly from a cup as an emphasis on convenience. twice the price of the regular wet instant noodles.
. Lucky Me! cannot significantly raise its prices as its primary consumers continue to be the lower income classes.Wok Noodles were manufactured before the introduction of the Specialty noodles. La Paz Batchoy.50.”106 Price Lucky Me! wet instant noodles are priced at P6. while Specialty wet noodles such as Seafood. yet consumers seem to be consistent in buying its products. Lucky Me!’s prices are slightly higher than the cost of other brands for both wet and dry noodles. while the Jjampong variant is the most expensive at P18. preparation and consumption of the product were just similar to the conventional Pancit Canton. Moreover. and its products are essentially considered as major commodities. the name would actually be a little misleading for a product that is simply “Pancit Canton in cup form. Gourmet Cuisine Manual. Other Specialty noodles such as Mac and Cheez and Baked Mac are priced at P16.90 to P14.107 Despite this point of advantage. Sy. What follows is a summary of Lucky Me’s retail price range in comparison to the prices of other brands in the market:
106 Tan. perhaps because of their strong attachment and preference for the brand. Dry noodles (Pancit Canton) are priced at P8. However. Kristine Valerie.
and its target market is deemed to be generally insensitive to high prices.25
P 17.50 P 14. Wok could be said to be more expensive than most of the other noodle products in the market. mainly because it is primarily presented as a premium product.25 P 13.00 P 6.25 P 14.75 P 8.75
P 24. As a product of Lucky Me!.40
P 14.): Wok Noodles Dry Cup Noodles (mini) P 17. a similar product offered by the brand today.Lucky Me! Wet Noodles Pancit Canton Specialty Noodles Instant Stirfried Noodles Wet Cup Noodles (reg.75 for 55g P 18.90 for 65g P 23. perhaps the margin for Wok was set too high as some people noted that Wok
Payless (URC) P 6.00 to P 18.50
Nissin (Nissin-URC) P 6.50 P 13.90 P 8.00 P 12.10 P13 for 130g
Quickchow / Tekki (Zest-O) P 6.30
P 13.30 for 59g P 21.) Wet Cup Noodles (mini) Dry Cup Noodles (reg. However.20
Wok Noodles were used to be priced at the same range (around P 24 to P 30) as Lucky Me! Special Chow Mien.
.Noodles were just too expensive to a point where they felt they were paying more than the value they actually got from the product. unlike other Lucky Me! products. 21 May 2011. This not only expresses the brand leadership of Lucky Me!.”110 The supply chain is summarized in the following chart:
108 Tan. where most consumers belong to lower socio-economic classes. and Wee. Solim.109 Wok Noodles. Tiu. convenience stores because Wok primarily targets shoppers belonging to the middle and upper socio-economic classes. which is the result of an effective distribution system that includes various distribution centers that supply its products to retail outlets both in urban and rural areas. because it is priced higher compared to other instant noodle variants. but also contributes to increased product contact with consumers. was sold mostly in supermarkets. Sy. 109 Chu. 2008. 8 June 2011. A strength of Monde Nissin is the strong presence of its brand even to the smaller and lower-level retail channels. and ultimately to the end consumer. Wok is not sellable in sari-sari stores. Personal interview. Kristine Valerie. Marie. Furthermore. 110 Sy. Through this system. Personal Interview. The brand is currently enjoying a market leader status in supermarkets where almost half of the shelf space for instant noodles is allocated to Lucky Me! products. Microsoft Office Word Document. Monde Nissin ensures the “smooth flow of products from the trade distribution centers to the retail store outlets. Gourmet Cuisine Manual.108
Place Lucky Me! can easily be found not only in major retail centers such as supermarkets and convenience stores but also in sari-sari stores or small community stores.
Monde Nissin Corporation. The products became popular among these groups of people with the help of TV commercials featuring high school best friends and overworked office employees enjoying a plate of steaming hot Lucky Me! Pancit Canton. for Wok Noodles. Personal interview. <http://www. Throughout the past.112 It can also be said that the same kind of advertisement was also used for Wok Noodles.111 This ability to form close connections with the Filipino people contributes to lasting intimate brand-customer relationships.
. some variants of Lucky Me! have paired up with Monde Nissin’s other consumer brands such as M. Lucky Me’s advertising strategies have been successful at expanding its market by initiating and maintaining the consumption of Pancit Canton and Instant Mami to teenagers and young professionals. Marie.
Lucky Me! has always been known for memorable television ads that are not only attuned to their products’ respective target segment but also reflect a slice of Filipino life. In addition to that.mondenissin. However.Thus. San Crackers for promos to build up their brand names and to encourage consumers to buy more of the product. This is probably why Wok was not that popular with consumers before.com/main. 25 May 2011. Promotions for the product were probably not enough for it to build a name within the market. making the brand more accessible and recognizable to more people. 2008. 21 May 2011. making their ad campaigns effective and endearing.php/multimedia> 112 Sy.Y. no such promotions were undertaken.
111 Media. Lucky Me! products are able to reach a wide group of Filipino consumers even in remote locations.
especially in making Lucky Me! products attractive to mothers who are essentially in charge of preparing meals for the family and are concerned with having meals that are both delicious and nutritious for their kids.114
113 Arceo. 25 May 2011. <http://www.php/multimedia>
. Monde Nissin Corporation. <http://www. As an endorser with a strong consumer following.ph/articles/1480/sharon-cuneta>.com/main.com. she has contributed much to Lucky Me!’s market success.mondenissin. 114 Media. Web. Manila Bulletin Publishing Corporation.mb. such as having Instant Mami for breakfast. Mitch M. 2008.113 It can be remembered that her appearance in the new Lucky Me! NAPA Seal TV commercial caused consumer hype and increase in popularity. 25 July 2008. "Sharon Cuneta: Family Bonding Over a Bowl of Noodles!" The Manila Bulletin Newspaper Online. She is also very effective at presenting new ways of consuming instant noodles. 25 May 2011.Sharon Cuneta is also tapped as a regular endorser of Lucky Me! products.
com/main. 2008. Monde Nissin Corporation. Myths” section119 that basically debunks Filipino misconceptions about instant noodles. YouTube.com. <http://www. The Monde Nissin website’s bright yellow background is filled with plenty of eye-catching graphics and interactive features that engage the user into exploring the site and learning more about the company and its products.com/main.com/watch?v=0UtZuq8pKg4>.mondenissin. Monde Nissin Corp. These can be seen in its Itnok and Sweet & Spicy Pancit Canton commercials where the emphasis is given to kids enjoying their Lucky Me! noodles. Monde Nissin Corporation.youtube.com.php/products/lucky_me/recipes> 119 “Lucky Me! Truths Vs. It educates users about the facts concerning MSG and sodium content of processed food while informing them of the nutritional value of Lucky Me! noodles and the health benefits of having them as part of a balanced diet. 24 May 2011.Currently.mondenissin. The brand is presently marketing instant noodles as fun and child-friendly dishes. 2008. 2008. especially those who are nearing pre-teen years.php/products/lucky_me/truth_myth>
118 “Lucky Me! Recipes”. 2009. Myths”.
115 Lucky Me! Itnok "Eggtray" TVC.116 The Lucky Me! section of the website provides information about its products and interesting facts about its noodles. Monde Nissin Corporation. Lucky Me! products become healthy and special food perfect for bonding moments with their children. 25 May 2011.117 A unique section of the site is a collection of noodle recipes called “Lucky Me! Happy Family Meals”118 and a “Truths vs.com/main.Home. 2008. 25 May 2011.com/main. MondeNissin.php> 117 Lucky Me! Product List.115 To parents. Lucky Me! is directing its promotional campaigns to even younger children. <http://www. <http://www. Web. <http://www. 25 May
2011. Monde Nissin Corporation. 22 Oct.
Today’s increasing development of the Internet also provides Monde Nissin plenty of opportunities to promote its brands.mondenissin. 116 25 May 2011.com.
Personal interview.” MondeNissin. It was introduced before as Asian-style stirfried noodles. Competitive Strategies Employed In an industry where all players are basically selling the same good (instant noodles). Lucky Me! upholds this trust by taking the necessary measures in ensuring the health and safety standards of its noodles. However. Lucky Me! is able to cater to different market tastes and preferences. By being flavororiented. Monde Nissin Corp.com.” allowing one to “experience the goodness of Chinese stir-fried noodles” by capturing “the authentic goodness of seafood chow mien. was not able to convey the image that Wok was meant to express.” The same goes for Wok Noodles. shelf life. 121 “FAQs. Lucky Me! understands that variety and novelty of flavors are key to attracting new consumers and keeping old ones interested in their products. Lucky Me! has earned the trust of Filipino consumers in the high quality of its products. Wok was differentiated in terms of its flavors. for example. 21 May 2011. as well as reduce the tendency of consumers to get tired of the taste of its usual/old variants. Marie. and nutritional value are maintained by using the appropriate levels of natural preservatives in the processing of its products. Various qualities such as noodle texture. Although the preparation was the same with Lucky Me! Pancit Canton. 25 May 2011.mondenissin.3. the image of the product was not built as an Asian-style stir fried noodles but rather just like any other cup noodle variants of Lucky Me! Furthermore. As the leading instant noodle brand in the Philippine market. it leads the market in the innovation of new flavors and textures for instant noodles. is marketed as a “masterpiece must-try. Its Chow Mien Seafood.com/main. which is an important part in building up a product’s image. Web. <http://www. the packaging.php/products/lucky_me/faq>
.120 Thus. Instead.121 Lucky Me! makes the nutritional information about its
120 Sy. it presented Wok as an ordinary Pancit Canton variant in cup. It introduces its new variants and flavors as new experiences waiting to be discovered.
products known to the public to build up brand confidence and promote continuous consumption.
Lucky Me! also engages itself in a number of family- and nutrition-oriented campaigns, the most significant of which is “Kainang Pamilya Mahalaga,” 122 featuring commercials encouraging viewers to eat dinner with the whole family. Such efforts highlighting family togetherness in meals not only engage Filipino consumers to participate in an everyday tradition with people close to their hearts, but also allow them to associate Lucky Me! with this cultural practice, establishing the brand as a vital part of Filipino culture. Ultimately, Lucky Me! is recognized as a “proudly Pinoy” brand that cares for the Filipino family.
IV. Identified Market Opportunities
Adventurous customers yearn for new and unique flavors Basic instant noodle flavors such as Seafood, Chicken, and Beef seem to be offered by almost all noodle brands in the market today. Lucky Me! Wok Noodles sees this as an opportunity to break-away from the common flavors its competitors and even its sister products have. By doing so, Wok noodles will be able to target consumers who are younger and more affluent than the general target market of the instant noodle
122 "Home - Kainang Pamilya Mahalaga." KainangPamilyaMahalaga.com. Monde
Nissin Corp. Web. 25 May 2011. <http://www.kainangpamilyamahalaga.com/index.php/home>.
industry. It is them who are truly adventurous with new products and flavors and are willing to try.
Recognition of Brand Lucky Me! is the leading instant noodle brand in the market and no other competitor can even come close. It is apparent that consumers are able to distinguish the superiority of the brand’s products over all the competitors. Because of this credibility, consumers will be discouraged to doubt the quality of Wok noodles. For the most avid customers of Lucky Me!, being a product of their most trusted brand may already attract and encourage them to try Wok noodles. Rapid Urbanization Mainly visible through the rise of business process outsourcing agencies, increasing number of people are now living in urbanized area wherein an individual’s activities may pose time-constraints on his/her everyday schedule. Given breaks that may not be enough to visit the canteen or to order from restaurants, both students and young professionals are open to good quality and uniquely flavorful food products that will satisfy them given their limited time. These people become good customers for Lucky Me! Wok Noodles because of the convenience and satisfaction it provides its consumers. Increasing awareness for health Health and wellness have become important factors when it comes to choosing food, especially with packaged and processed ones. Having a reputation for being harmful to the consumers’ bodies, an instant noodle product that contains nutritional substances such as micronutrients would interest consumers. Since Monde Nissin has been able to produce other Lucky Me! products that promote health, it is a wonderful opportunity for Wok Noodles to be of the same nature. This will further attract new consumers that do not belong to the major target market of the instant noodles industry. Manufacturing and selling Lucky Me! Wok Noodles in the light of these market opportunities presents a promising venture for the benefits of the company. Indeed the
product does not blend behind its competitors, but instead stands out from the crowd as it targets customers different from the usual instant noodle customers.
V. Proposed Target Market Sean Rafael Quimbo III Sean is a 19-year old college student at the University of Asia and the Pacific currently taking up a Bachelor’s of Science degree in Business Administration. He originally comes from Cebu but due to his excellent academic standing during his high school years, he was able to study in a prominent school in Metro Manila. He currently lives alone in a one-bedroom condominium unit near his university. He thrives on a fixed allowance given by his parents, which he mostly spends on food and other basic necessities. Aside from being a consistent Dean’s Lister, he is also one of the members of the Student Executive Board of the university’s student government. He also participates in other extra-curricular activities and seminars in the hopes of making his curriculum vitae attractive enough for him to land a good job to start his career once he gets out of college. Sean spends most of his time either doing schoolwork or working on org-related tasks. With this, he makes it a point to use his time wisely even during small breaks in between classes. When he gets home, he still studies and prepares for his classes for the next day but also allots time to break away from his stressful routine by enjoying delicious food. Since he does not know how to cook and he feels that it takes a lot of effort and time to order food, he usually prefers to eat easy-to-prepare snacks that he could enjoy while he studies and does his tasks through the night.
Rachel is very much focused on her job as poor performance may prevent her from getting her much-awaited promotion. That is why in picking viands or even flavors for her snacks. She seeks to have a little bit of adventure in every meal or snack that she eats. Despite the pile of work that she has to accomplish for the day. she tries to find the most peculiar she could find with which she could indulge herself in the littlest of adventures she could discover.Rachel Ong Rachel Ong. maintaining a She is good
relationship between the company and the key accounts assigned to her. is an account manager for a multi-national manufacturing company responsible in the for Philippines. Thus. 28 years of age.D. She does not settle for ordinary food even with her snacks. Rachel often chooses snacks that can be consumed within her 15-minute breaks and the same time are able to sustain her through the remaining hours before she can be able to eat a proper meal for lunch. Rachel still utilizes her breaks to be able to eat and energize herself for the remaining tasks ahead of her. M. However. Rachel is picky when it comes to her food.
Dr. Stephanie Garcia.
. She always makes it a point that the needs of these accounts are constantly met and that the company’s products are being promoted within its partner stores.
VI. but also food that would relieve her of all the pressure from her stressful career. she immediately rushes to her clinic to attend to the long line of patients waiting for her. Overall Marketing Objectives
. she no longer has the luxury of preparing and eating delicious meals because she does not have full control of her time. Stephanie Garcia strives to be a better doctor at every opportunity she gets. 33year old Dr. Normally. Marketing Objectives A. surgeries and other hospital and patient care-related activities. Stephanie hardly finds time to take a break and eat full meals. she not only looks for healthier snacks. she settles for instant and easyto-prepare food that would give her enough energy to sustain rounds. She even sleeps in the hospital when she is not able to finish all of her work. Her travel time between hospitals takes about 30 minutes to 2 hours. depending on how far the hospitals are and the traffic situation at that time. Between attending to her own patients and assisting other doctors in their cases.Fresh off her residency from a renowned medical school in the Philippines. She travels most of the time from one hospital to another within the day just to be able to get to her patients. Thus. When she gets to the hospital. She even gets called in to other hospitals for consultations regarding specific cases that require her expertise. She works almost every day as her specialization entails her to be there any time she is needed. Stephanie is adventurous when it comes to food and despite having a high income. Even though she is aware of the implications. Stephanie is an attending physician for three different hospitals.
Wok Noodles could start developing its brand image to its market. Wok Noodles may be marketed as a returning product taken to a new level of flavor and taste. and why it is the most suitable instant noodle product for their lifestyles. A more specific goal is to let a large percent of the target market have a taste of the product by the end of the first year. Aside from increased product familiarity. a main objective for this period would be to raise awareness and interest among its target consumers. focus should be given to the unique experience that consumers can obtain from Wok Noodles. the main objective for the brand is to begin setting up a position for itself in the minds of its consumers. For this period. Consumer-oriented efforts and competitive strategies must be applied to further deepen and instigate a long-lasting relationship with its consumers. After establishing product recognition among consumers. Wok Noodles can make use of the consumer willingness to try newly introduced products by widely disseminating product information and capturing consumers’ attention through various promotional campaigns. Upon the re-introduction of Wok Noodles to the market. Focus then should be given to ensuring that Wok Noodles would eventually have its intended position and image in the minds of consumers. maintaining a continuously improving rate of demand for the brand. The next primary objective of Wok Noodles.Since Lucky Me! Wok Noodles was not very memorable to the consumers it used to cater to. a difficulty in re-launching the old brand may be reduced as the market does not hold any enduring perception about the product. offering consumers a heightened experience of eating instant noodles. The short term goals of the plan are summarized in the following:
. Consumers should be able to identify what specific benefits Wok Noodles offers them. would be to secure long-term consumption of the product. This would not only ensure consistent sales but also establish the brand as a niche player in the instant noodle industry. Thus. after being able to build a clear image for itself in the market.
*Assuming Wok Noodles are sold at P 25 per 75g. 21 Feb.92
2014 (Year 3) 261.com.77 618. its first year. with 5% inflation
Projections for 2012 are based on Chow Mien.34% 1. Assuming that Lucky Me! constantly takes up 65% market share in volume.62 28085. Lucky Me!’s current dry cup noodle variant.70% of the volume of Lucky Me!’s sales the year it was launched.34 0.70% during its second year as the brand becomes more familiar to consumers and focuses its positioning to its target market.B.83
2013 (Year 2) 252.09 364. This target market share is relevant as a benchmark because Chow Mien’s share during 2010. "BSP Expects 2011.91 1. Instant noodle consumers would be likely to try Wok Noodles upon its launch because aside from their inclination to try new products.70% 2. Specific Objectives and Targets 1. Market Shares and Sales
Target Market Shares Instant Noodle Industry Volume (in '000 tonnes) Instant Noodle Industry Value (in Ps million) Market Share (Volume) Market Share (Value) * Sales Volume (in '000 tonnes) * Sales Value (in Ps million) *
2012 (Year 1) 243. which took up around 0. ABS-CBN Interactive.
.66 1282. Wok Noodles’ market share is targeted increase to 0. recognizing it as a product of market leader Lucky Me!.20% 1.43% 3.abscbnnews.40% 4.57 0.45% market share during its first year." ABSCBNnews.72 28925.22 27237. was actually similar to this percentage. they are already assured of the quality and taste of Wok Noodles. Wok Noodles is projected to have 0.com/business/02/21/11/bsp-expects-2011-2012-inflation-within-target>.45% 1. encouraging more frequent consumption through increased promotions and ad
123 Reuters. <http://www. 09 June 2011. 2012 Inflation within Target. 2011. Web.
As the brand continues to maintain its consumer base and continue its strategic marketing to reach out to more of its target market.campaigns.24 185.40% market share as the target market is expected to have a more stable consumption level after the brand has successfully set up its image in the market.84
.38 109.70 384. For its third year. Wok Noodles would have similar market shares as Tekki Cup Noodles.73 230.45 91. and this would be significantly greater than the industry growth rate of 4%. Wok Noodles is targeted to have a 1.83 255.92 433.68 123. Profits Income Statement (in Ps million) Sales COGS & Operating Expenses Gross Profit Selling Expenses
2. The percentage increase would be 56% from the first year.78
2013 618.43 897. it is expected that after a one or two more years.
The profit margin by the end of the three years is targeted to be 8% as this estimate is deemed to be an ideal margin for the goods of Monde Nissin126. Solim.bir. the brand can concentrate on distribution
124 Bureau of Internal Revenue.
.81 42. Since the target market for Wok Noodles would be urban and higher-income consumers." BIR.
3. as the introduction would require aggressive advertising and selling schemes. our selling expense for the first year would be estimated at 25% of sales. 2009. Tiu. Thus. Profit margins for the first two years are expected to be lower than this ideal because as mentioned earlier. merchandising. yet perhaps it would need to spend on the raw materials.65 8.40 3. 125 Chu. a relatively high percentage of sales is going to be allocated for promotional and distribution expenses in an effort to expose the brand to the public.24 5. 1 Jan. Sy. "Income Tax. distribution. <http://www.ph/taxinfo/tax_income. 21 May 2011.09 6. and packaging of the product. and promotions (which we would consider as selling expenses) are crucial especially during the first few years after the launch.40%
61.125 as the company would not need new machines or equipment for the manufacturing of the noodles.80%
153. 126 Sy.89 49.16%
The cost of manufacturing a higher-end product such as Wok Noodles may be around 70% of its selling price. 09 June 2011.89 19.25 104.htm>. while it would be 20% and 18% for the second and third years. and Wee.Income Before Tax Tax Expense (32%)124 Net Income Profit Margin
18. profit margin for Wok Noodles after three years is expected to be greater than 8%. Marie. Bureau of Internal Revenue.84 12. Web.ph. Since we are re-launching the brand. Looking ahead. labor costs. Gourmet Cuisine Manual. respectively.gov. Distribution Wok Noodles can make use of Monde Nissin’s extensive distribution system to maximize the reach of the product to its market. Microsoft Office Word Document. Personal interview.gov. 2008. expenditure for advertisements.
sitting together and sharing a meal. even to areas outside Metro Manila. we can consider that Wok Noodles are indeed very different from the other noodle variants of Lucky Me!. Also. First. Focus should be given to key outlets near hospitals. Among Lucky Me!’s lineup of noodle variants. Targeted Distribution 2012 2013 2014 Channels Hypermarkets 100% 100% 100% Supermarkets 100% 100% 100% Grocery Stores 100% 100% 100% Convenience Stores 100% 100% 100% VII. From this. in the span of one year.one that has an adventurous character. groceries. Wok Noodles is the brand of premium instant cup noodles that allows one to maximize meal time and enjoyment by providing a balance between convenience and high quality through instant noodles that deliver gourmet flavors and enough vitality for an active routine.
. Wok Noodles seems to be a product centered on the independent and original . it can be considered that it is actually possible for Wok Noodles to reach 100% of its target retail stores as it is indeed in an advantage when it comes to distribution. Thus. Wok Noodles also seems to be the most radical such that its whole feel is quite distinct from the familiar image the Lucky Me! has inscribed for itself in the market. and office buildings where there is a high concentration of the target consumers such as working professionals and students in the area.to large retail channels in urban areas such as supermarkets. The Brand character is urban. choice ingredients and whole-wheat noodles that are fortified with iron and proteins to satisfy one’s craving and boost one’s energy for the rest of the day. The reasons are the variety of unique Asian flavors made with natural spices. and convenience stores in Metro Manila. classy. its target market is clearly not the usual lowerincome classes but the more affluent and active young adults with busy lifestyles. and adventurous. universities. Rather than offering food that caters to the enjoyment of the whole family. Overall Marketing Strategy (A Brief Description of Overall Strategy for the Brand) To the young and busy urban people who have limited time for preparing and eating meals and who need a convenient way to enjoy food that is superb in taste and nutrition. an objective would be to provide a steady supply of Wok Noodles to these retail outlets to further increase consumer awareness.
not so much as to compromise consumers’ perception of it being a reliable and consumeroriented brand. a useful strategy might be to distance Wok Noodles from Lucky Me!. business operations must be analyzed as product ideas must be rooted on what the target consumers would want and need. since Wok Noodles are positioned as gourmet instant noodles using only natural and fortified ingredients that give vigor to the consumer. Wok Noodles’ strategy of presenting each meal as an exciting and exclusive experience in itself also compliments the culture of higher-income classes where exclusivity is a sign of being part of the elite society. but just enough to distinguish itself as a brand that exudes individuality in an environment that is entirely different from “home”: the workplace. it must be advertised through mediums and in locations most often utilized and visited by those of relative affluence such as newspapers and high-end
. Wok Noodles offers this little escape by positioning itself as a brand that also “breaks away” from the conventional cup noodles by providing new and exciting flavors. The product must then be constantly visible to its targeted market. depending on their performance in the market. the product is indeed attached with value-added features. as well as the experience of having a little adventure for the palate. This is because in a relatively mature industry such as of instant noodles. it is a fast-paced ambiance where pressure is normally felt and a need arises to ‘break away’ from this environment even for a short period of time. In order to keep the momentum of excitement and adventure that the product’s flavors express. Instead.Being a cup instant noodle product with these qualities. it tends to break away from the “homey” or communal eating habit that Lucky Me! is known to propagate. Here. the setting where one consumes instant noodles is not an intimate place where one can linger and reminisce with special people. Thus. Thus. it is to be offered in the market with a premium. decisions on these will not be rushed. competitors are finding it more difficult to find a positioning which other brands has never done before. As an emerging food product that concerns a new niche in the instant noodle industry. This would result in the creation of a niche for Wok in the noodle industry as the first high-end brand of instant noodles. Thus. Also. rather. The attributes of being a gourmet product without sacrificing the practicality of its convenience shall be emphasized. new ones may be released periodically while badly performing ones may be faced out. Wok Noodles’ advertisements and promotions need to be concentrated and distinct. Of course. Thus.
"Income Tax. Microsoft Office Word Document.ph/articles/1480/sharon-cuneta>. 2011. Tiu. Mitch M. Milano. Web. Manila Bulletin Publishing Corporation. or even convenience stores and cafeterias in school or office buildings. Sarmiento. <http://dirp3.com. The Manila Times Newspaper. and Margaux Tan. and Wee.htm>.
Works Cited About Us. 26 May 2011.mondenissin.com/doc/49091613/LS10-MondeNissin> Chu.mb. 17 May 2011. Solim. Spending on promotion during these early stages of the product’s launch would be high since the goal is to inform the consumers about the product and then get them to try it. Tech. 09 June 2011. <http://www." The Manila Times Newspaper. 1 Jan. Arceo. Web. <portal.ph/taxinfo/tax_income. Filomeno V.gov." URC.bir. Aguilar. <http://www. “LS10 Monde Nissin. Darwin G. Web. 25 May 2011.html>. <http://www." BIR.magazines. .” Scribd 2011. Web.. 25 July 2008. Gourmet Cuisine Manual.com/main. 17 May 2011. Dela Cruz. <portal. 25 May 2011.pids.ph/prods_bcfg. Emata. “Consumer Lifestyles in the Philippines.com.net/business/dti-warns-of-more-price-increases/>. In the end. 2009. Web.urc.ph.euromonitor. "Branded Consumer Foods Group . Web.euromonitor. 2008. it is through proper placement and distribution that the success of the products’ sales can be tangibly manifested. <http://www2. Web.pdf> Amojelar. Bureau of Internal Revenue. Monde Nissin Corp.php/about_us>. Sy. 2005-15. Centeno.gov. the product must be made available at those places that these prospect customers frequent such as recognized supermarkets. <http://www. Ultimately.com. 20 May 2011.Domestic.com>
.scribd.” 19 April 2011. no. Philippine Institute for Development Studies. 23 May 2011. "DTI Warns of More Price Increases. Universal Robina Corporation. 2008. "Sharon Cuneta: Family Bonding Over a Bowl of Noodles!" The Manila Bulletin Newspaper Online. 22 May 2011. Rice in the Filipino Diet and Culture. Web.gov.com> Euromonitor.manilatimes.ph/ris/dps/pidsdps0515. Bureau of Internal Revenue. Web. <http://www. Euromonitor. MondeNissin.com. “Noodles in the Philippines” 23 September 2010.
March 2002. 26 May 2011.
. Monde Nissin Corp. 22 Oct.php> Home . Web. <http://www. Universal Robina Corporation.pdf> Media.com/main. <http://www.” MondeNissin.mondenissin.com/index. Web.” Philippines Special Report. Monde Nissin Corporation. Web. 2009.php/products/lucky_me/recipes> “Lucky Me! Truths Vs. “Instant Noodles Recalled after Testing Positive for Salmonella”. Monde Nissin Corporation. 2008. <http://taiwanreview. 2008. YouTube.nat.com. 26 June 2010. 23 July 2009. Monde Nissin Corporation.asp?xItem=24252&CtNode=128> "Kim Chiu Is Payless Pancit Shanghai’s Brand Ambassador. 20 May 2011. <http://www.php/products/lucky_me/lm_milestones> MCA Limited. <http://www.php/products/biscuits/monde> Monde M.mondenissin. Web.com/main.mondenissin. Monde Nissin Corporation.mondenissin. <http://www.com/main.com/main.gov. San Product List." UniversalRobina. Monde Nissin Corporation. Candice. Monde Nissin Corp.gmanews.com.mondenissin. Lucky Me! Itnok "Eggtray" TVC.php/products/biscuits/mysan> Montenegro. MondeNissin.tw/ct. Lucky Me! Product List. Jim.php/products/lucky_me/ truth_myth> “Milestones.mondenissin.com/main.php/products/lucky_me> “Lucky Me! Recipes”. Monde Nissin Corporation.com/2009/07/23/kim-chiu-is-payless-pancit-shanghaisbrand-ambassador/>. Taiwan Review. MondeNissin. Web. Monde Nissin Corporation. <http://www.com/main." KainangPamilyaMahalaga. GMA News. MondeNissin. 2008.com/main.“FAQs.php/products/lucky_me/faq> Home.php/home> Hwang.philippinesforum.com. 2008.com." UniversalRobina.universalrobina. 25 May 2011.” MondeNissin.mondenissin. 20 May 2011. 2008. More Savings This School Year with Payless Instant Mami Chicken With Corn and Malunggay. <http://www.Kainang Pamilya Mahalaga.Y.youtube.com. 22 May 2011. 25 May 2011. “Retailing in the Philippines.com.com.com. 20 May 2011 <http://www.mondenissin. 25 May 2011. <http://www. <http://www.tv/story/219686/nation/ instant-noodles-recalled-after-testing-positive-for-salmonella> "More Health. 24 May 2011.com/main. 22 May 2011. 2008. <http://www. 25 May 2011. 25 May 2011. 22 May 2011. 05 May 2011.com/watch?v=0UtZuq8pKg4>. 01 June 2007. Myths”. Web. Monde Nissin Corp.mondenissin. <http://www. 2008. Monde Nissin Corporation. <http://www. “Three Minutes to Go”.kainangpamilyamahalaga. Universal Robina Corporation.com/main. 25 May 2011.com.php/multimedia> Monde Product List. <http://www.com/resources/research/files/spe_retail. MondeNissin. 25 May 2011. 2008. Web.com.
<http://www.com/pdfdownload/8041134.ph/zesto_products_2. Lyle Sacris. 20 May 2011.com. <http://www.mysan.zesto.gov. 21 Feb." ABSCBNnews.pdf> QUICKCHOW INSTANT MAMI ("Bakit Ngayon Ka Lang") .LYLE SACRIS. 2011.Kiji-in. Web. S. 26 May 2011.ph/lisdata/32082391!. Sy. Web. "Shopping Styles of the Filipino Consumer." Zesto. Web.com.ph/images/catalog.” 04 January 2011. Web. Tan. Web.com. 2002.pdf> Sy. Personal Interview.html> United States Agency for International Development. 2008. Web.ph. 22 May 2011. Reuters. Monde Nissin Corporation. <http://www. 9th Cong.mostproject. Nissin-Universal Robina Corp . 18 May 2011. Marie.org/Updates_Feb05/noodles.prweb.mysan.Web.” Web. Kristine Valerie. <http://www. According to a New Report by Global Industry Analysts. <http://www. 2008. YouTube. Personal interview. Web.com/watch?v=vW4VKmmKH2c>. Campaigns & Grey Philippines.com.com.com/2010/06/26/more-health-moresavings-this-school-year>.aspx?articleId=475365&publi cation SubCategoryId=82> Product Catalog 2010-2011.” MondeNissin. 26 May 2011. 12 Aug. 2009." The Philippine Star 08 June 2009. "Global Instant Noodles Market to Reach 139.com. 1913.com/Article.wikipilipinas.ph. "Products . Dir. 7581." Zesto.com. Inc. 7 June 2011. “Monde Nissin Corporation. 25 May 2011. 26 May 2011. 2012 Inflation within Target.pdf> Wikipilinas. <http://www. ABS-CBN Interactive. Osorio. Youtube. <http://www. <http://www. 22 May 2011.abscbnnews.youtube.ph/uploads/ DownloadableForms/RA%207581%20-%20Price%20Act. <http://en.com. <http://www. Web. 2010. "BSP Expects 2011.com. Zest-O Corporation. <http://www.philstar.ph/index. 26 May 2011. <http://www.com.ph/zesto_products_3. Marie.zesto. 26 May 2011. PRWeb. Web.pdf> "Products.youtube. 21 May 2011. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. 22 May 2011. (2010) (enacted).universalrobina. (1992) (enacted).com/watch? v=i0WvJR2MMGU>.com.org/index.Nissin Cup Noodles .dti. “The Company.senate. Bong R. <http://www. Prod. 22 May 2011. Personal Interview.php>. 20 May 2011.pdf> S. Web.gov. Zest-O Corporation.php?title=Monde_Nissin_Corporation> 63
. 2009. 13th Cong.Cup Noodles. 8 June 2011.com/business/02/21/11/bsp-expects-2011-2012-inflation-within-target>.2 Billion Packs by 2015. 09 June 2011. <http://www.php>. Monde Nissin Corporation.” MondeNissin. 20 May 2011.
ClipArtHeaven. Web. 25 May 2011.php/multimedia> "More Health.youtube. Photograph.com. 25 May 2011. Albany Clinton County. Graphics Factory. 26 May 2011.com/2010/06/26/more-health-moresavings-this-school-year>.com.youtube. <http://www.gif. <http://www. Lucky Me Wok Noodles Shrimp 1. 24 Oct. 25 May 2011. 26 May 2011. 23 July 2009. <http://www.html>. Monde Nissin Corporation.com. Clip Art Heaven. YouTube.com.com. <http://www.cgi?action=view&link=clipart/ Business/Generalℑ=Factory_1." UniversalRobina. Philamfood. More Savings This School Year with Payless Instant Mami Chicken With Corn and Malunggay. <http://www1. Lucky Me Pancit Canton Funny TV Ad. Monde Nissin Corp. 26 May 2011. 10 May 2011. Photograph. 26 May 2011. 25 May 2011.com/similaritems.instantnoodles. 25 May 2011.mondenissin. Web.com/g-about.com/terms_of_use.com/watch?v=sB-669RkHzE>. Web. 26 June 2010.org/noodles/expanding-market. YouTube.universalrobina.com/watch?v=0UtZuq8pKg4>.com. Universal Robina Corporation. Monde Nissin Corp. 22 Oct.php> "Kim Chiu Is Payless Pancit Shanghai’s Brand Ambassador. 1999.universalrobina.com/watch?v=Nk5uuPkF4oM&feat ure=related>. 2009.com. <http://www. 26 May 2011. Free Clipart Network. Photograph. <http://www. Phil-Am Food.com.com.com/2009/07/23/kim-chiu-is-payless-pancit-shanghaisbrand-ambassador/>. 2008. <http://www.html>.mondenissin. Lucky Me! Batchoy Bulalo TVC. Lucky Me! Itnok "Eggtray" TVC. 26 May 2011. Photograph. Web.com/main. Universal Robina Corporation. Free-Clipart. <http://www.World Instant Noodles Association. 2008. 2 Oct. <http://www. Web.
.free-clipart. 25 May 2011. Web.graphicsfactory. 26 May 2011. Media. Web. Web." UniversalRobina. <http://www. Web. 2008. Web.php?productid=8248>.com/main. <http://www. Monde Nissin Corporation. Lucky Me Instant Noodles Commercial 2008.89oz. <http://www.com/businessalphabet.philamfood.com. YouTube. 21 May 2011. 2008. GraphicsFactory. <http://www. AlbanyClintonCo.albanyclintonco. YouTube. Web. Monde Nissin Corp. 5 July 2007.jpg &img=6>.youtube.clipartheaven.htm>.com. Web. Monde Nissin Corp. Home.youtube.net/cgi-bin/clipart/directory.html>
Image Sources Factory.com/watch?v=cWdQQBuGPGE>.
<http://www. 26 May 2011. Free Clipart Network.html>. Free-Clipart. 1999.Photograph. Web. <http://dir. Web. 26 May 2011.free-clipart.
. Nw Vision Technology.com.cgi?direct=clipart/ Household/Miscellaneous&img=24> Photograph.com/Travel/Luggage_and_Storage/luggage_and_storage2. 2006.net/cgi-bin/clipart/directory.com.www2. NVTech.nvtech.
40% 0.80% 0.00% 4.50% 3.50% 1.Market Share (Volume)
1.40% 1.40% 1.60% 1.00% 2012 2013 2014 1.50% 4.43%
.34% 2.00% 3.00% 1.20% 0.50% 0.00% 0.00% 2012 2013 2014 0.50% 2.70%
Market Share (Value)
5.00% 2.45% 0.00% 0.60% 0.20% 4.20% 1.
00 200.50 1.00 800.00
1.00 600.00 1.50 0.Sales Volume (in '000 tonnes)
0.00 2012 2013 2014
Sales Value (in Ps million)
400.00 2012 2013 2014
365.200.00 2.50 2.282.66
Since we are re-launching the brand.gov.73 230. Bureau of Internal Revenue.25 104.84 12.24 5.htm>. Marie. our selling expense for the first year would be estimated at 25% of sales. labor costs. The profit margin by the end of the three years is targeted to be 8% as this estimate is deemed to be an ideal margin for the goods of Monde Nissin 126 . 126 Sy. Tiu.38 109. profit margin for Wok Noodles after three years is expected to be greater than 8%. Solim. Personal interview. <http://www.ph/taxinfo/tax_income. merchandising. yet perhaps it would need to spend on the raw materials.80% 2014 1282. 1 Jan.78 61. and Wee. expenditure for advertisements.40 3. 2008. "Income Tax.09 6.68 123. and promotions (which we would consider as selling expenses) are crucial especially during the first few years after the launch. 125 Chu. Sy. 2009.
Bureau of Internal Revenue. respectively. Looking ahead. Gourmet Cuisine Manual." BIR. while it would be 20% and 18% for the second and third years. 09 June 2011.40% 2013 618. 21 May 2011. Thus.gov.
. as the introduction would require aggressive advertising and selling schemes. and packaging of the product. 125 as the company would not need new machines or equipment for the manufacturing of the noodles. Web.2.16%
The cost of manufacturing a higher-end product such as Wok Noodles may be around 70% of its selling price. Profit margins for the first two years are expected to be lower than this ideal because as mentioned earlier. Microsoft Office Word Document.70 384.43 897.65 8.84 153. a relatively high percentage of sales is going to be allocated for promotional and distribution expenses in an effort to expose the brand to the public.81 42.ph.45 91. distribution. Profits Income Statement (in Ps million) Sales COGS & Operating Expenses Gross Profit Selling Expenses Income Before Tax Tax Expense (32%)124 Net Income Profit Margin 2012 364.24 185.bir.83 255.89 19.21 18.92 433.89 49.
it can be considered that it is actually possible for Wok Noodles to reach 100% of its target retail stores as it is indeed in an advantage when it comes to distribution. Targeted Distribution Channels Hypermarkets Supermarkets Grocery Stores Convenience Stores
2012 100% 100% 100% 100%
2013 100% 100% 100% 100%
2014 100% 100% 100% 100%
.Profit Margin for 2012.2014
9.00% 5. groceries.00% 2.16%
7.00% 0.00% 8.80%
3. Since the target market for Wok Noodles would be urban and higher-income consumers. even to areas outside Metro Manila.00% 1.40%
3. universities.00% 6. an objective would be to provide a steady supply of Wok Noodles to these retail outlets to further increase consumer awareness.00% 4.00% 2012 2013 2014
6.00% 3. the brand can concentrate on distribution to large retail channels in urban areas such as supermarkets. and office buildings where there is a high concentration of the target consumers such as working professionals and students in the area. Also. Focus should be given to key outlets near hospitals. Distribution Wok Noodles can make use of Monde Nissin¶s extensive distribution system to maximize the reach of the product to its market. Thus.00%
8. in the span of one year. and convenience stores in Metro Manila.
its target market is clearly not the usual lowerincome classes but the more affluent and active young adults with busy lifestyles. it is a fast-paced ambiance where pressure is normally felt and a need arises to µbreak away¶ from this environment even for a short period of time. not so much as to compromise consumers¶ perception of it being a reliable and consumeroriented brand. we can consider that Wok Noodles are indeed very different from the other noodle variants of Lucky Me!. Here. Being a cup instant noodle product with these qualities. the setting where one consumes instant noodles is not an intimate place where one can linger and reminisce with special people. Wok Noodles also seems to be the most radical such that its whole feel is quite distinct from the familiar image the Lucky Me! has inscribed for itself in the market. choice ingredients and whole-wheat noodles that are fortified with iron and proteins to satisfy one¶s craving and boost one¶s energy for the rest of the day. From this. Rather than offering food that caters to the enjoyment of the whole family. as well as the experience of having a little adventure for the palate. classy.VII. Wok Noodles seems to be a product centered on the independent and original . and adventurous. First. Thus. sitting together and sharing a meal. rather.one that has an adventurous character. it tends to break away from the ³homey´ or communal eating habit that Lucky Me! is known to propagate. Wok Noodles is the brand of premium instant cup noodles that allows one to maximize meal time and enjoyment by providing a balance between convenience and high quality through instant noodles that deliver gourmet flavors and enough vitality for an active routine. but just enough to distinguish itself as a brand that exudes individuality in an environment that is entirely different from ³home´: the workplace. Among Lucky Me!¶s lineup of noodle variants. The Brand character is urban. Wok Noodles offers this little escape by positioning itself as a brand that also ³breaks away´ from the conventional cup noodles by providing new and exciting flavors. Overall Marketing Strategy (A Brief Description of Overall Strategy for the Brand) To the young and busy urban people who have limited time for preparing and eating meals and who need a convenient way to enjoy food that is superb in taste and nutrition. The reasons are the variety of unique Asian flavors made with natural spices.
. Thus. a useful strategy might be to distance Wok Noodles from Lucky Me!.
In order to keep the momentum of excitement and adventure that the product¶s flavors express. In the end. The attributes of being a gourmet product without sacrificing the practicality of its convenience shall be emphasized. Thus. This would result in the creation of a niche for Wok in the noodle industry as the first high-end brand of instant noodles. since Wok Noodles are positioned as gourmet instant noodles using only natural and fortified ingredients that give vigor to the consumer. the product is indeed attached with value-added features. Wok Noodles¶ advertisements and promotions need to be concentrated and distinct. or even convenience stores and cafeterias in school or office buildings. As an emerging food product that concerns a new niche in the instant noodle industry.
. Of course. Also. it is to be offered in the market with a premium. new ones may be released periodically while badly performing ones may be faced out. the product must be made available at those places that these prospect customers frequent such as recognized supermarkets. Ultimately. This is because in a relatively mature industry such as of instant noodles. Instead. decisions on these will not be rushed. business operations must be analyzed as product ideas must be rooted on what the target consumers would want and need. it must be advertised through mediums and in locations most often utilized and visited by those of relative affluence such as newspapers and high-end magazines. depending on their performance in the market. Wok Noodles¶ strategy of presenting each meal as an exciting and exclusive experience in itself also compliments the culture of higher-income classes where exclusivity is a sign of being part of the elite society. Thus. The product must then be constantly visible to its targeted market. Spending on promotion during these early stages of the product¶s launch would be high since the goal is to inform the consumers about the product and then get them to try it. it is through proper placement and distribution that the success of the products¶ sales can be tangibly manifested. competitors are finding it more difficult to find a positioning which other brands has never done before.
<http://www. Rice in the Filipino Diet and Culture.ph/articles/1480/sharon-cuneta>.Domestic. 2008. Web. MondeNissin.euromonitor. 25 May 2011.asp?xItem=24252&CtNode=128> "Kim Chiu Is Payless Pancit Shanghai¶s Brand Ambassador.com> Euromonitor.com. Web." URC. 2011." BIR. <http://www2.com/main. Sarmiento. <http://www. "Branded Consumer Foods Group .com.com. Web. 25 May 2011.pdf> Amojelar.euromonitor. Taiwan Review. Euromonitor. 22 May 2011. Arceo. 26 May 2011.mondenissin.com. 09 June 2011. Web.. 1 Jan. and Wee. Web. Web.php/about_us>. 26 May 2011. 2008. Jim. "DTI Warns of More Price Increases. .´ 19 April 2011.tw/ct. Tiu. Monde Nissin Corp.com. "Sharon Cuneta: Family Bonding Over a Bowl of Noodles!" The Manila Bulletin Newspaper Online. Web.php> Home . Monde Nissin Corp. Filomeno V." UniversalRobina. 2005-15. 25 May 2011. Web. <http://www. 23 May 2011.nat. <http://www.manilatimes.
. 17 May 2011. Universal Robina Corporation. Milano. 01 June 2007. <http://dirp3. Web. 25 July 2008. Web.Works Cited About Us. 25 May 2011." The Manila Times Newspaper. Universal Robina Corporation. <http://www. Microsoft Office Word Document. <http://www.kainangpamilyamahalaga. Monde Nissin Corporation.´ MondeNissin. Manila Bulletin Publishing Corporation. ³LS10 Monde Nissin.Kainang Pamilya Mahalaga.com/doc/49091613/LS10-MondeNissin> Chu. <http://taiwanreview.net/business/dti-warns-of-more-price-increases/>.com/main.ph/taxinfo/tax_income. 20 May 2011.com.gov.ph/ris/dps/pidsdps0515.php/home> Hwang. Philippine Institute for Development Studies.mb. Dela Cruz." KainangPamilyaMahalaga. Web.´ Scribd 2011. 17 May 2011.htm>.com/index. Bureau of Internal Revenue.bir.ph.pids. Monde Nissin Corp. 25 May 2011. Web. Bureau of Internal Revenue. Aguilar.php/products/lucky_me/faq> Home. 23 July 2009. The Manila Times Newspaper. 20 May 2011.ph/prods_bcfg. <http://www.com/main.mondenissin.urc. Darwin G. no. Mitch M. Web.html>. 2008. Sy.gov. Gourmet Cuisine Manual. Solim.mondenissin. Tech. 2009. Centeno. ³Consumer Lifestyles in the Philippines.gov. "Income Tax. <http://www.com> ³FAQs. ³Noodles in the Philippines´ 23 September 2010. <portal. Emata.scribd.com.gov. <portal. ³Three Minutes to Go´. and Margaux Tan.
MondeNissin. <http://www. 26 May 2011. ³Retailing in the Philippines. Monde Nissin Corporation. 2008.youtube." The Philippine Star 08 June 2009.com. 22 May 2011. <http://www. 2008. 22 May 2011.com/resources/research/files/spe_retail.philstar. Lucky Me! Product List. <http://www. March 2002. MondeNissin.mondenissin.gmanews. <http://www.php/multimedia> Monde Product List.com. <http://www. 20 May 2011.com.com/main. Myths´. Monde Nissin Corporation.mondenissin. 22 May 2011. San Product List. Prod. Monde Nissin Corporation. 20 May 2011 <http://www. 20 May 2011.php/products/lucky_me> ³Lucky Me! Recipes´. <http://www. <http://www. Universal Robina Corporation. Nissin-Universal Robina Corp . Web. <http://www. 2008. YouTube. 24 May 2011. GMA News. YouTube.com/2009/07/23/kim-chiu-is-payless-pancit-shanghaisbrand-ambassador/>.mondenissin. Monde Nissin Corp. 25 May 2011. 26 June 2010.mysan.mondenissin. Monde Nissin Corporation. 2008. 25 May 2011. <http://www." UniversalRobina. <http://www. Web. Campaigns & Grey Philippines.com/main.php/products/biscuits/mysan> Montenegro.mondenissin.<http://www.com.com. Monde Nissin Corporation. Monde Nissin Corporation. MondeNissin.com.universalrobina. 2009. 22 Oct. 22 May 2011. MondeNissin.com.com/main. Web. 2008. 05 May 2011.mondenissin.universalrobina.´ Philippines Special Report. Monde Nissin Corporation.aspx?articleId=475365&publi cation SubCategoryId=82> Product Catalog 2010-2011.Kiji-in.Nissin Cup Noodles . Monde Nissin Corporation.philippinesforum.com/main. 2008. ³Instant Noodles Recalled after Testing Positive for Salmonella´. Osorio. 2008.tv/story/219686/nation/ instant-noodles-recalled-after-testing-positive-for-salmonella> "More Health.php/products/biscuits/monde> Monde M. 2008.com/Article.pdf> Media. "Shopping Styles of the Filipino Consumer. Candice. More Savings This School Year with Payless Instant Mami Chicken With Corn and Malunggay. 25 May 2011.com/main.com/2010/06/26/more-health-moresavings-this-school-year>. Bong R.´ MondeNissin. <http://www.mondenissin.ph/images/catalog. Web.php/products/lucky_me/recipes> ³Lucky Me! Truths Vs.com/main. 25 May 2011.Y.com/watch?v=0UtZuq8pKg4>.com.php/products/lucky_me/ truth_myth> ³Milestones. 26 May 2011.com/watch?v=vW4VKmmKH2c>.php/products/lucky_me/lm_milestones> MCA Limited. Lucky Me! Itnok "Eggtray" TVC. <http://www.com.pdf>
.com/main. <http://www.youtube. 18 May 2011.com. Web. Web.´ MondeNissin.
2008. Web." Zesto." ABSCBNnews.ph/index.gov.org/noodles/expanding-market. Reuters. Youtube. 26 May 2011.ph. PRWeb. 2002. Photograph.com.php>. 21 Feb. 20 May 2011. 22 May 2011. Marie. 22 May 2011." Zesto. 25 May 2011. ClipArtHeaven. Inc. 2010.wikipilipinas.´ 04 January 2011. 2011. <http://www. 2009. Home. <http://www. 12 Aug. 20 May 2011. <http://en.mostproject. Marie. <http://www. Web. 9th Cong.com. S. Monde Nissin Corporation. 25 May 2011. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. Monde Nissin Corporation. 2009.com/watch?v=i0WvJR2MMGU>. 26 May 2011. (1992) (enacted). Personal interview. <http://www. 09 June 2011.mondenissin.php> 74
. 26 May 2011.com/terms_of_use. 21 May 2011. Sy.html>
Image Sources Factory. Web.org/Updates_Feb05/noodles. Web.org/index. <http://www.pdf> Sy. ABS-CBN Interactive.dti. 13th Cong.´ MondeNissin.prweb. 1913. (2010) (enacted).pdf> S. Tan. "Global Instant Noodles Market to Reach 139.com/business/02/21/11/bsp-expects-2011-2012-inflation-within-target>. 7 June 2011. According to a New Report by Global Industry Analysts. Web.com. Web. Personal Interview.ph/lisdata/32082391!.ph.php>.senate.com.Cup Noodles.clipartheaven.ph/zesto_products_3. Clip Art Heaven.com. Personal Interview. 8 June 2011. <http://www. Kristine Valerie. 7581. 26 May 2011. Web. Web. Web.com/pdfdownload/8041134. Dir. <http://www.2 Billion Packs by 2015.LYLE SACRIS. ³The Company. 21 May 2011. <http://www. Zest-O Corporation. 2008. Web.instantnoodles.abscbnnews. "BSP Expects 2011. Lyle Sacris.html> United States Agency for International Development.pdf> Wikipilinas.´ Web.html>. 22 May 2011.gif. ³Monde Nissin Corporation. <http://www.pdf> QUICKCHOW INSTANT MAMI ("Bakit Ngayon Ka Lang") .youtube.gov.php?title=Monde_Nissin_Corporation> World Instant Noodles Association.com.ph/uploads/ DownloadableForms/RA%207581%20-%20Price%20Act. <http://www. "Products .ph/zesto_products_2. <http://www.mysan.com. <http://www.zesto.zesto."Products.com/main. 2012 Inflation within Target.com. Zest-O Corporation. 10 May 2011.com.
html>. <http://www. 2009.com.htm>. Web. 26 June 2010. Web.net/cgi-bin/clipart/directory. <http://www. 26 May 2011. Monde Nissin Corp. 25 May 2011. Web.mondenissin. 25 May 2011.com/similaritems. 22 Oct. Web. <http://www. Monde Nissin Corporation. Free Clipart Network. Monde Nissin Corp. Web.com/2010/06/26/more-health-moresavings-this-school-year>. Web. Universal Robina Corporation. Photograph. 26 May 2011. Lucky Me Wok Noodles Shrimp 1.com.youtube.jpg &img=6>. Media.youtube. <http://www.com/businessalphabet. NVTech.com. Free Clipart Network.graphicsfactory."Kim Chiu Is Payless Pancit Shanghai¶s Brand Ambassador. <http://www1. 2008. 2 Oct. Nw Vision Technology. 25 May 2011. Photograph.nvtech. <http://www." UniversalRobina.com/watch?v=sB-669RkHzE>.html>. 26 May 2011. Web. <http://www.net/cgi-bin/clipart/directory. 2008. 25 May 2011.89oz.universalrobina.cgi?action=view&link=clipart/ Business/General =Factory_1. Universal Robina Corporation.com. 2006. 5 July 2007. <http://www. Monde Nissin Corp. 25 May 2011. 26 May 2011.com. GraphicsFactory.www2. <http://www. Photograph.com/main.com/watch?v=Nk5uuPkF4oM&feat ure=related>. Graphics Factory.cgi?direct=clipart/ Household/Miscellaneous&img=24> Photograph.
.com. <http://www.free-clipart.com." UniversalRobina.com/2009/07/23/kim-chiu-is-payless-pancit-shanghaisbrand-ambassador/>. More Savings This School Year with Payless Instant Mami Chicken With Corn and Malunggay. Lucky Me! Itnok "Eggtray" TVC. YouTube. Monde Nissin Corp. Lucky Me Pancit Canton Funny TV Ad. 26 May 2011.php/multimedia> "More Health. 26 May 2011.com/watch?v=cWdQQBuGPGE>. Albany Clinton County.php?productid=8248>.com/g-about. 24 Oct. <http://www. YouTube.youtube.philamfood. Web.albanyclintonco. <http://www. 26 May 2011. YouTube.universalrobina. Web. Photograph. Free-Clipart.com/watch?v=0UtZuq8pKg4>.com/Travel/Luggage_and_Storage/luggage_and_storage2. <http://dir. Philamfood. Web.com. YouTube. Lucky Me! Batchoy Bulalo TVC. 1999. Free-Clipart.free-clipart. AlbanyClintonCo. 23 July 2009.com. 1999. Lucky Me Instant Noodles Commercial 2008.com. Phil-Am Food.com. Web. 26 May 2011.com. 2008.youtube. Web.