6th May 2021

Consumer Behavior

Ad analysis and Product

extension concept for Kallol
group's "MAMA Noodles"
Hashib Arman
ID-1730339

Submitted to
Mr. Abul Khair
Jyote
Senior Lecturer (Marketing),
School of Business

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Contents
..........................................................................................................2
Acknowledgement...................................................................................................................4
Introduction.............................................................................................................................5
Brief history of instant noodles and “MAMA noodles” in Bangladesh.......................................7
Advertisement analysis of MAMA noodles...............................................................................8
New Product concept for MAMA noodles................................................................................9

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Acknowledgement

First and foremost, we would like to express our gratitude to Independent

University of Bangladesh for including such a wonderful and important course
in its curriculum.
We would like to express our heartfelt gratitude to our Course Instructor, Mr.
Abul Khair Jyote, for his unwavering support and guidance during the course.
His guidance was extremely useful and effective in helping us complete our
tasks. We'd like to express our gratitude to and of our community members for
their efforts and assistance.
We'd also like to express our gratitude to our study participants for their
unwavering warmth, friendliness, and cooperation.

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Introduction
Selling, advertising, distributing, and creating new ideas for a product are all part
of marketing. In a sense, marketing is the process of establishing a name for a
product. And when it comes to a product, the customers are the most important
factor. A customer is a person who purchases goods or services for personal use
rather than for resale or produce. A customer is someone who has the ability to
decide whether or not to buy something in a store, and who can be influenced by
ads and advertising. When anyone goes to the store to buy a toy, a dress, a soda, or
something else, they are acting as a customer.
Theoretical models of customer decision-making suggest that the buyer's buying
decision process consists of a series of steps that he or she must take before
purchasing a product or service. This, however, might not be the case. When
making a buying decision, not every buyer goes through all of these steps, and
some of them can be skipped depending on the type of purchase.
Overall we can say, The study of how people decide to spend their valuable
resources (time, money, and energy) on consumption-related things is known as
consumer behavior. It entails examining what they buy, why they buy it, where
they buy it, how frequently they buy it, and how frequently they use it.

Dr H.W. Barkman & C. Gilson defines consumer behavior as ‘Consumer behavior

may be defined the activities people engaged in actual or potential use of market
items- whether produce, services, retail environment or ideas’

According to the definition above the customer begins by attempting to identify

which commodities he would like to purchase, and then selects only those
commodities that provide greater utility. Following the selection of goods, the
buyer calculates the amount of money he has available to spend. Finally, the buyer
assesses current commodity prices and makes a decision on which goods he can
buy. Meanwhile, a number of other factors such as social, cultural, personal, and
psychological influences consumer purchases.

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KGC offers consumers the highest levels of satisfaction
through high standard and quality services available
throughout the country.

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Brief history of instant noodles and “MAMA noodles” in Bangladesh
Taste is the single most common and critical factor in a customer's decision to
purchase instant noodles, followed by personal preferences and brand name. Kallol
Thai President Foods (BD) Ltd., a joint venture company founded in 2010 between
Kallol and Thai President Food PLC, produces Mama Noodles, a distinctively
flavored instant noodles. It is one of Bangladesh's most famous brands. Because of
its distinct taste and flavor, it is still on noodlelovers' minds. MAMA instant
noodles is offered in Four-pack, eight-pack, and twelve-pack noodles are among
the larger pack sizes available in Bangladesh. In the MAMA instant noodles
category, chicken is the most common flavor. Tandoori, Oriental, shrimp, hot and
spicy, and other flavors are also common.

The single-pack instant noodles segment dominates the market due to a rise in
demand from nuclear and middle-class families. It is well-liked by families,
especially children. To make instant noodles more nutritious, Bangladeshi
consumers add different ingredients such as vegetables, meat, and eggs. Single-
pack instant noodles are thin and can be eaten in one sitting. Parents tend to buy
single-pack instant noodles to avoid having to store them. The single-pack instant
noodles are being driven by a rise in demand for instant noodles as a nutritious
meal for school-aged children.

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Advertisement analysis of MAMA noodles

From the website ads of Bangladesh, I have found out about two ads of MAMA
noodles.
The link to the ads are given below
(1) Mama Noodles BD Commercial - YouTube
Mama Noodles Bangladesh - YouTube

Also I found a large number of print advertisement. I am including one in the

report as most of the message is the same in every form of advertisement.

Lets look at the advertisement analysis for mama noodles

Target Audience

The advertisement of mama noodles is shown on TV, news-papers and radios. But
here i will discuss about the tv commercial and newspaper print advertisement.

The three advertisements of the mama noodles all focused on the adults mainly 18-
40 of all genders. The main statement of the print advertisement “মামা নুডলস,
বড়দের নুডলস”
Which translates to “MAMA noodles, noodles for adults”. The advertisement also
focuses on the cheerfulness and playfulness behavior common only to children,
can be seen in the tv ad amongst the adults. These adults may be married or
unmarried.
In another advertisement we can see adults taking on the spicyness of the noodle.
Although it shows at first that they are struggling to finish they seem to enjoy the
noodles in the last segment of the ad.

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Implicit message

The MAMA noodles advertisement appeals to the adults in this target audience by
showing the spiciness factor, especially among consumers who are always in the
look out for something special and unique. Thrill seeking and trying out something
new is this type of mindset is very common in Bangladeshi consumers mindset and
to attract this sentiment mama noodles designed their advertisement where the
main focus was the very spicy yet delicious seasoning of the instant noodles that
everyone specially adults should try. This ad unlike other instant noodles ad in
Bangladesh focused on the target consumers mindset and mentality. Thus implicit
messages for this ad includes promising the consumers a very unique and spicy
instant noodle flavor.

New Product concept for MAMA noodles

Product line extension- When a company produces a new product with the same
product line as an established brand, this is known as a product line extension. An
extension technique could be a different color or size, and it could also have
different ingredients or flavors. Since the business already has a successful brand,
product line extensions are relatively low risk. However, if the brand is
overexposed to the point that customers are unsure what goods are being offered,
sales can suffer.

I am a regular consumer of mama noodles and from the consumers point of view
its high time for te company to introduce a new product in their existing line.
And from a marketing consultant viewpoint and since we are living in a time
where digitalization is at its peak and most of the people have access to internet.
Everyone who consumes noodles have at least a little idea about the Japanese and
Korean Ramen noodles which are unique because of the broth and mushroom and
other toppings.
So my two new product for the existing mama noodles line is the new mushroom
flavour and the wasabi flavour (consumers who are looking for that extra kick in
the spice)

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Positioning
The ability to affect customer perceptions of a product or service in relation to
competitors is referred to as market positioning. The goal of market positioning is
to create a brand's or product's image or identity so that customers view it in a
specific way. Positioning helps in the marketing of the product or service in the
eyes of the consumer. A company's positioning strategy is influenced by a variety
of factors such as consumer motivations and requirements, as well as the behavior
of its competitors.

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