Brand Scan -

Packaged Food
WHAT IS FMCG?
Definition
▪ Fast Moving Consumer Goods are products that
are relatively low priced but sell quickly
▪ They have a shorter shelf life as the demand for
these products are high or because they are
perishable in nature
Neilson has stated that owing to the Covid-19 situation, India’s FMCG sector is to see a flat growth in 2020.
Product Categories
• They are divided into multiple categories. Some of
them are Processed Foods, Packaged Food,
Ready-to-eat meals, Beverages, Baked Products,
Frozen / Fresh / Dry food items, Medicines,
Cleaning Products, Cosmetics and Toiletries and
office Supplies
Content Source: Investopedia, Business Standard 2
We would like to focus on-
Packaged Food
What is Packaged
Food?
▪They are food that is sealed in a box, bag or other
containers and sold in grocery stores
▪ Some examples of packaged foods are
ready-to-eat entrees, frozen nuggets, chips,
juices, granola bars, cereals, milk, yogurt,
cheese, etc.

Content Source: Investopedia 4

One of the leading brands of Packaged Food- Amul

▪ Amul is the World’s Largest Pouched milk brand and the largest food brand in India

▪ Their products range from milk to paneer, cookies, cheese, bakery products, chocolates,
treats, cream, mithai, ghee, etc.

▪ The Brand is perceived as one of the most trusted brand for dairy products in the country
with its excellence in taste, quality and services

▪ It has positioned itself to be affordable

▪ The brand promise is to deliver the best quality of food with a reasonable price

▪ It is known to be a family brand with the tagline “Taste of India”

▪ The Amul mascot has been constant since the inception of the
Content brand
Source: Brand Equity 5
We would like to focus on-
Ready-to-eat Food
 What is Ready-To-Eat
Food?
▪ They are food that reduce the time for cooking/
preparation and provide the consumers with
convenience
▪ They are ready for consumption without any prior
preparation
▪ Examples include canned food, instant noodles/
pasta, frozen foods, cereals, etc.
Content Source: Investopedia
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Vegan Instant Food - A growing trend

▪ Social media has played a crucial role when it comes to veganism

▪ There is an ever-increasing number of vegan influencers on social media

▪ The global market share for plant based food is US$10.892

▪ Plant-based food is no longer a niche sector

▪ The demand for vegan food products is growing rapidly in India

▪ Brands like Vezlay and Good dot have been coming up with mock meat

▪ Multiple brands are offering vegan alternatives such as Goodmylk, White Cub, Urban Platter,
Content Source: Lifegate, Pure Eco India 8
etc.
Some examples of Ready-To-Eat Food Products

▪ MTR - instant mixes, pickles, papads, ready-to-eat curries and gravies, milk beverages,
spices and more 

▪ McCain - French fries, Aloo Tikki, Smilies, Cheesy bites, and other delectable snack items
that all you need to do is unfreeze, and fry

▪ Tata Q - Noodles and Pasta

▪ Saffola - Fittify breakfast products, oats, etc.

▪ Nestlé - Maggi

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MTR and iD, New and Fast Growing Brands

▪ MTR began in Bengaluru, in the form of a restaurant

▪ They launched packaged, ready-to-eat food items

▪ They launched ready-to-eat food products made with premium quality ingredients and
affordability is their key strategy

▪ iD started as a 1 city, 1 product company and grew exponentially

▪ They positioned themselves as a brand that brings people closer through their “Meet Your
Neighbour campaign”
Content Source: Brandyuva, Exchange4media, 10
Economic Times
One of the leading brands of Ready-to-eat Food-
Maggi
▪ Nestlé Maggi is one of the biggest instant noodles brands in India

▪ It has positioned itself as “Ready in 2 minutes” and “easy to cook and eat”

▪ It used the tagline “Taste bhi, health bhi” to highlight that health is not compromised to save
the cooking time by coming up with product extensions

▪ They mainly target mothers

▪ After the ban of the noodles, the brand tried to invoke nostalgia amongst its TG

Content Source: Brandyuva, Livemint 11

 WAI WAI
NOODLES
A ready-to-eat brand enjoyed by all!
Wai Wai is the direct competitor of the
most loved brand in India - Maggi

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Wai Wai
▪ Parent Company: CG Foods

▪ Origin Country: Thailand (Later acquired by

Nepal)

▪ Entered India in the year 2003

▪ Wai Wai = Fast Fast (Thai)

▪ USP: Ready to Eat as against Ready to cook

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▪ Image Source: Economic Times
Market share in
Content Source: India: 25%
Kathmandu Post, Economic Times
How Wai Wai Entered India
▪ Made popular by the migrant Nepalis that came to the North East states of India

▪ CG foods saw a market in North East India

▪ Soon, Wai Wai became synonymous to instant noodles in the North East

▪ In 2015, they decided to expand their manufacturing and distribution channels to other states
like UP, Jharkhand, Bihar, Rajasthan and Maharashtra. They adapted to different taste buds and
came out with variety of flavors like veg masala, spicy curry, jain masala, egg noodles

▪ Cut to 2018, Wai Wai had the second highest share in India (28%) after Nestlé Maggi amongst
names like Sunfeast Yippee and Top Ramen with some states having more than 60% 14
Source: Economic Times
Visual Elements of the Brand
▪ Wai Wai as a brand has always remained consistent in their branding
and communication over the years

▪ They use colors like yellow, red and green for their packaging.

▪ Across all their communication channels, the colors used remain

constant

▪ Their tagline – Munch it, Soup it, lunch it resonates across all their
platforms

▪ During Covid-19, their packaging changed to show guidelines for hand

hygiene, and they distributed 50 crore packets all over India

▪ Their website identifies with all the brand elements in terms of color
Image Source: waiwai.in, IndiFoodBev 15
schemes and their main communication which is eat it in any form
Content Source: IndiFoodBev, Economic Times
Psychological Element of the Brand
▪ Positioning as Ready to Eat as against Ready to Cook instant noodles

▪ Funky and off beat brand

▪ Wanting to make a mark by being different than instant noodles and bringing innovation in the
category beyond just providing multiple flavors and options of taste makers

▪ With Maggi being banned in 2015, they provided a new taste to their consumers and new ways of
consuming instant noodles.

▪ Their advertising focused on story telling of how people fall in love with the product

▪ Their mission and vision was to grow the consumption of noodles market as a whole in India (stands
at 4% as of 2016) as they saw a huge scope here. However, they never wanted to compete with the16
Source: Brand Equity, Brand Yuva
market leaders and maintained their product in a category of ready to eat.
Consumer Experience
▪ There main consumer targets are the children, youth and working
professionals. However, they claim that their product is loved by all
age groups through generations.

▪ The They
various touch
give points tothrough
out recipes create consumer experience:
their website for each style
of their product – Munch it, soup it, lunch it

They created a community with Wai Wai City – started in

2016

Their social media is all about trying new recipes and off
beat engagement strategies

Image sources: Facebook page, Waiwai.in 17

Content source: Brand Yuva, Wai Wai, Social media pages
Marketing
▪ For the longest time, Wai Wai ran on the word of mouth
marketing. They never advertised their brand

▪ Their first advertisement came in the year 2016

▪ The target audience for this campaign was 18 to 24 year

old as they are the ones who look for new and versatile
products.

▪ They wanted to bring out the USP of their product

through the campaign using the line, “Taste full, Dil
housefull” along with munch it, soup it, lunch it

▪ Over the years now, Wai Wai has done various other TVCs
Video source: Wai
and digital campaigns maintaining theWai Youtube
same Channel
tone and 18
Content source: Brand Equity
During Covid-19 What Did the Brand Do
▪ Changed their packaging to spread the message across their impressionable audience

▪ Due to disruption in distribution channel, explored new marketplaces online like Big
Basket, Swiggy, Dunzo and Flipkart

▪ They saw a shift in consumer trends and heavy consumption of convenience foods. They
leveraged this fact because they knew they are the only ‘ready to eat’ noodle brand in the
country and a quick snack option

▪ They started more manufacturing lines to cater to the growing demand. Their
production capacity is highest after Maggi which shows their growing demand in their
market. Their individual growth was 19% as compared to industry growth which was just
10-12% in 2019.

▪ They project that post the pandemic the demand of convenience foods is only going to 19
grow further, and they have strategies in place to adhere to the growingSource:
demand money control
and
What has worked for Wai Wai over the years
▪ Word of mouth marketing

▪ Passed on through generations specially in north east

▪ Expanding manufacturing units PAN India

▪ Creating a community

▪ Consistency in branding and communication

▪ Differentiating their product from the competitors

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Thank You!
Netra Sardesai – 190710006
Arushi Kumat – 190710008

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