Developing Campaign

Brand – Noodles point

Product h – Noodles
Product Name – Home chef
Compititors:

1)Product name - Maggi

Strategy - Nostalgia was the main Maggi marketing strategies that help to grow at an exponential rate.
Suddenly in India people started having health as a major priority, Nestle at the right time came up with
a concept of 'Tasty Bhi- Healthy Bhi'. This campaign makes sure that they remain in the market.

Market share- Maggi has recouped share to nearly 60 percent in the Rs 4,000 crore instant noodles
market in India but is still far from the 77 percent share it enjoyed before the controversy broke out in
June 2015 leading to its ban by Food Safety and Standards Authority of India (FSSAI).

Pricing- ( 70g = Rs12)

(560g = Rs 91)

( 420g= Rs68)

(280g= Rs 46)

(6×70g =Rs 72)

(12×70g = Rs 144)

Positioning-Their positioning was a “Convenience Product” and an alternative for Meals and Dinner. The
easy way to enter a consumer’s mind is “Being First”. Maggi created a new category called “Instant
Noodles” in consumers mind and had a first mover advantage in India.

2)Product name - Yippie

Strategy-The promotional and advertising strategy in the Yippie Noodles marketing strategy is as
follows: Yippie Initially promoted its products by using the strategy of offering different types of masala.
Maggi initially only came with a single offering, and that is when Yippie marketed itself as a brand that
offers variety.

Market share - Yet, Yippee has had a consistent growth in Market Share which hovers at about 22%
currently.

Pricing- Price of single packet - 10/- Pack of 4 - 46/-

Positioning A. Sunfeast Yippee noodles' television ad in 2014 positions 'The Better Noodle' which is: •
long, non-sticky and tasty B. Shape of the contents within the Yippee noodle pack is in round shape
which keeps the noodles intact and long and smooth C

3) Product Name -Knorr soupy Noddles

Product Strategy of Knorr Initially, the brand only started with ready-to-cook soups but with emerging
demand and growth opportunity it expanded its portfolio. Later with years added several products in
the product mix which includes soupy noodles, cup soups, meals mixes, and many more. Considering its
global audiences it has launched its product in various continental flavors, in almost all of its ranges. In
India, in order to capture more attention and customer loyalty, it has launched a series of spice mixes
such as Sambhar Masala, Pav Bhaji Masala etc. Knorr also trades with wraps and rolls filling such as
Chinese Chow, Tawa Chatpata etc.

Pricing Strategy of Knorr The company is under tough competition with its existing rival brands such as
Maggie, Yippee etc. across the South Asian market. Because of the high competition by its peers the
brand has focused on keeping the price as low as possible in order to create a mass field of difference.
The 70 grams pack of Soupy Noodles comes in Rs. 15 whereas ready mix meals cost around Rs 50. A
different price range has been for soup category also, where a single Cup-A-soup pack of cost around Rs.
10-15, four people serving soup costs Rs. 60. Knorr follows the penetration pricing strategy which is why
the prices of the products are comparatively lower than that of its competitors.

Positioning Strategy of Knorr -After the acquisition with Unilever, Knorr is being sold across 78 different
countries around the globe. Under the giant umbrella of Unilever’s FMCG section, the company
distributes and delivers Knorr products by using the existing distribution channel. In India, Knorr falls
under the supervision of Hindustan Unilever which has a huge network of redistribution stockiest which
further supplies the product to approximately 6.3m retail outlets. The positioning strategy of the
company targets to reach every possible segment of the market including an urban, rural and semi-
urban segment of the society. Apart from physical distribution, the company has also made available its
products through online grocery stores such as Big Basket, Amazon.in, Nature’s Basket and even
Flipkart.
Promotional Strategy of Knorr - knorr applies aggressive marketing strategies for promoting its products.
With the launch of every single product, brand or improvement in the existing product, it directly
reaches to the customer via all the possible platforms of promotion. These promotional platforms
include TV commercials, social media campaigns and all the conventional mediums such as newspaper,
billboards etc. The company also follows and has a keen interest in public relationship and sales
promotion strategy. Their ad commercials usually intend to show the bond between the mother, her
children, and hunger. Currently, the TV commercials face is Pankaj Bhadouria, who is the winner of
MasterChef India season 1.

4)Product- Chings secret instant

Strategy- It had launched a series of short films which are starred by big celebrities. These short
films were aggressively aired on television, social media, billboards, newspapers, and
everywhere possible and it loudly resulted in positive responses.

Maket share – which is now at 22% of the market, up from 15% in May 2015, according to
Nielsen data shared by industry sources. Hindustan Unilever’s Knorr has risen to 2% from 0.6%,
while Ching’s Secrets has grown to 1.9% from 0.7%. Patanjali’s Atta Noodles, which was
launched after the ban, has grown to 1.3% in less than two years.

Pricing- 60 g Pouch – Rs. 13.50 · 3x60 g (Multipack) – Rs. 39.69 · 8x60 g (Multipack) – Rs. 102.60
· 240 g Pouch – Rs. 49.

Positioning A.- Positioning Ching’s secret is positioned as real chinese,this positioning is relevant
for the brand because the brand is also present in instant food products like sauce,instant
chinese mix etc.. The positioning as real chinese therefore strengths the core of the brand
which is instant chinese food.

5) product name - top ramen

Pricing - single 11/- nd pack of 4 - 72/-
Market share - According to the World Instant Noodles Association,
India is the fourth-largest instant noodles market, globally, and
accounted for 5.4 Bn servings in 2017. Consistent growth, and an ever-
growing consumer acceptance have made this market a lucrative
option for various players. The instant noodles market in India was
valued at INR 93.66 Bn in 2017, and is expected to expand at a
compound annual growth rate (CAGR) of ~5.6% during 2018-2023.
Among the various companies operating in the market, Nestle enjoys
the highest market share (~60%), followed by ITC. Strategy - The
product strategy and mix in Nissin Foods marketing strategy can be
explained as follows: Nissin Foods is one of the most popular noodles
brand in the world. Nissin has cup noodles, Top Ramen (noodles), Bowl
Noodles (Hot & Spicy), Chow Mein, Cup Noodles (Homestyle, instant),
Souper Meal which is a box of soupy noodles, Raoh (which is a noodle
soup), Ramen Bowl, and Bowl Noodles (homestyle and hot & spicy).
Nissin noodles come in three varieties as a part of its marketing mix
product strategy i.e. Ramen Noodles, Spoonable Noodles and Premium
Straight-cut (Flat) Noodles. The Ramen noodles are the original long
and squiggly noodles based on the traditional Japanese noodles. Nissin
is ideally eaten with the chopsticks by purists. The spoonable noodles
are short noodles which are easy to serve and eat, just like instant cup
noodles. The Premium straight cut noodles are wider and flatter
noodles which look more like pasta.

Objective- To promote authentic Indian taste. ( We will provide the

taste of various states of India , through our noodles)
Positioning - ‘Healthy bhi wealthy bhi ' Keeping in mind the
health of the target audience and the product will be provided
in reasonable price.
Advertisement Budget –
T.V advertisement – 7Lakh
Print Media advertisement – 4lakh
Radio Advertisement – 5Lakh

Product price –
60g (small packet ) – 10/-
Packet of 5 – 45/-

Target Audience – For all age groups.