MARKETING MIX

The marketing mix includes 4 P’s

Product
Product life cycle
Product attributes
Branding
Labelling and packaging
Product line
Price
Value based princing
Place
Channel of distribution
Location of the factory
Selective distribution
Promotion
Newspaper ad
Billboard ad
Total promotional budget
1. PRODUCT

 Product life cycle

 The Indian instant noodle industry is in the growth stage and since our product is in
introductory stage it will positively affect our product.
 Growth stage implies that the overall market size is increasing and hence there is a
scope of gaining some share of the market
 Growth stage also implies that the market is already aware of the product (instant
noodle) and the major competitors. This means that our product will have to involve
in heavy marketing activities in terms of promoting the brand, differentiating it from
competitors and not in terms of awareness of the product.

PRODUCT

Product is the first and most important element of the marketing mix. Some of the
decisions relating to the product are:

 Product attributes -includes the quality, features, style and design.

 Branding- involves giving a name sign, term, symbol, design.
 Labelling and packaging- involves designing the container or wrapper for the product.
 Product line – similar group of products that are sold to the same group of customers.

Some of the product attributes of our product are

Fresh healthy ingredients like ragi wheat flour and quality spices like chilli powder
salt turmeric powder pepper ginger which makes our product a highly nutritious
balanced food which can be cooked within a few minutes. So also, the product does
not include any artificial flavourings and preservatives to cater the rising health
conscious people. Another unique feature is the eco-friendly packaging.
 Branding

 The name given is Doodle Noodles which is attractive and easy to remember.
 The symbol contains a bowl with random noodle like shapes on top that symbolize the
product i.e. noodles and the steam that symbolizes that the product is ready to cook.
 Spices on the packet - signify the flavours like “Indian Spice”
 The tagline on the packaging is – “A healthy meal is a wealthy meal”

Labelling and Packaging

 The colour of the packaging is in red theme which is said to enhance the appetite. So
also, it will make the product stand out from the other instant noodle brands on the
shelves.
 The eco-friendly packaging is made from bio degradable plastic and paper
 There are symbols like the green symbol which signifies that the product is
vegetarian; fssai mark assures the consumers that the product is of utmost quality and
the package also has the customer support services like the toll-free number to handle
queries
 The resealable packs make it convenient to use the product

Product line
 Sizes -The two sizes that will be available are as follows: 200gm 70gm
 The only flavour available is the “Indian Spice” which will be available in both the
sizes
2. PRICE
We have chosen the value-based pricing approach. Some of the factors that add value
to our product are
Eco friendly packaging that no other brand offers in the market
No added preservatives and natural flavourings
Quality healthy ingredients.

Taking into consideration all of the above factors we decided to price our products a
bit higher than our competitors at rupees 10/- for the 70gm packet and rupees 15/- for
the 100gm packet
3. PLACE
The states that we have decided to target are Goa, Maharashtra, Karnataka as they suit
the target group that we had decided in the segmentation targeting and positioning
stage.
The factory location is in Verna, Goa as it is closer to all the areas that we want to
target. It will also enable us to be cost effective as in the case of transportation cost.

We have chosen the 2 level of distribution which includes the wholesaler and retailer
in between the producer and consumer. The product will be sold using the selective
method of distribution in supermarkets and hypermarkets.
4. PROMOTION
The promotional objectives include:
 To create a strong brand positioning of our product.
 To have effective communication with our target customers.
 To be better than our competitors.
 To create and increase our sales.
The medias that we used to promote are print media, billboards, tv ads and radio ads.
The product will be advertised on the following newspapers which are popular in
these regions

 Times of India

 O herald

 Lokmat

 Malayala Manorama.
The billboard ad will be in 2 cities i.e. in Mumbai and Bangalore
The total promotional budget is about 10,60,068.