'NEED MORE NOODLES...

'
 POT NOODLE CASE
CANDIDATE INSTRUCTIONS

A. Background

Pot Noodle is suffering from a heavy market share drop in 2010, stopping its continuous
share increase trend ever since its re-launch back in 2005.

You are the Brand manager for Pot Noodle and are requested by the Marketing Director to
prepare a revamp plan. The ambition is to regain share quickly. Since the brand is very
key to the success of the company, there can be huge investment, as well as extra R&D
resources if required.

10
19
44 20
55 19

34 35+ years
29 25 -34 yrs
Contribution 35
22 16 -24 yrs
19 18 13 -15 yrs
20 20 8 -12 yrs
16 15
2
1 1
2009 2010 2009 2010
Buying Buying Eating Eating
B. Questions

Your task is to think of a plan which will help to overcome this issue.

 You have 25 minutes to work by yourself, then

 You have 15-20 minutes to present your ideas to a group of assessors. You should consider:

1) What your idea is based on?

2) What sort of research/preparation do you think that you will have to do before introducing
the idea?
3) How are you going to activate the idea? i.e. what will the campaign look like/where is your
promotion going to be placed?

Be creative; think of something that you have not seen before!!!

Materials:

Pot Noodle Fact Sheet

Flipchart paper
Draft sheet
Pen
 FACTS ABOUT POT NOODLE
Pot Noodle was acquired by Fascinated Foods (multinational Foods company) in 2005. It typically
produces more than 6bil pots every year.

In a Vietnam survey in 2008, 44.6% of 11 to 19 year-olds named Pot Noodle as their favourite food. It
was also the year when Pot Curry were introduced – followed by the limited edition ‘Magic Curry’
flavour. This flavour was launched as part of the summer campaign.

In 2009 ‘Super Striker Noodle’ was launched during SEAGAMES, and aimed at 20-somethings who
worked hard, played hard and wanted a more discerning snack.

The creativity with flavours continued in 2010 when Kimchee Fiesta was released to compliment the
existing Korean-oriented fashion.
Did you know?
 It is estimated that 25,000 Noodles are gobbled every minute in Vietnam.
 All our Pot Noodle flavours are suitable for vegetarians.
 Around 50% of all purchases of Pot Noodle are unplanned.

Advertising
Pot Noodle is well-known for its award-winning and highly amusing advertising. In 2007 Pot Noodle’s
first advertising campaign featured the cartoon character ‘Chu Cuoi Noodle' (a living Pot Noodle).

In 2008 the Pot Noodle brand won a Gold award in Digital Media for 'Hysterical Girlfriend'. The brand
also picked up a Gramia Award for the ‘Kimchee Fiesta’ campaign.

Extra facts:
- 16-24y consumers are more and more driven by health trend. Healthy-claimed foods and
beverages sales have been doubled in the last 3 years.
- Interesting fact: only 20% of their consumption of instant noodles is OOH (school canteen,
office, convenience store), most of the consumption is inHome
- Jackie Noodle is the new emerging player in the market, launched in 2010 with “Green”
concept: recycle packaging, “claimed” healthy ingredients that are not harmful to health. They
have strong campaign that use the hottest Pop singer “Thuy Tien” as their ambassador
- While Rural contribute 40% of the sales of Pot noodle, we see a clear switching of Pot noodle
consumption to Tasty, a brand originated in North region. However, nationwide share of Tasty
still remains low, accounting for less than 5%

- Top Endorsed brand attributes in Noodle Market (in actual order)

1. Noodles that offer me best flavours
2. Noodles that offer me different flavors
3. Noodle good for health
4. Noodle that is always offer new flavour
5. Noodle that has nice packaging
6. Noodle that offer good value for the price I pay
7. Noodle that is close to my daily diet routine
8. Noodle that I can eat OOH