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World Overview-: Instant Noodle

Demand

Fastest Growing Cities in INDIA

Amritsar, Meerut, Lucknow, Bhopal, Ludhiana, Jamshedpur,


Vadodara, Kanpur, Coimbatore, Nagpur, Jabalpur, Visakhapatnam

Industry Analysis
Estimated at INR 1300 Cr1800 Cr.
Expected to grow at CAGR
of 20%
Market is expected to
reach INR 3000-4500 Cr.

Market Analysis

Product
Knoor
Soupy
Noodles
Chinese
RTC
Range

Yummy
Chicken

Chinese
Chow

Indian
RTC range

Mast
Masala

Tomato
Chatpata

Current Scenario
D Mart Powai

Presence of Knorr Soupy


Noodles

Visibility of Competition

Current Scenario
Haiko Powai

Current Scenario
Wellness Care Powai

Why Brands Fail?


1. No USP/JND
2. Irrelevant Product Concepts
3. Poor Timing of Launch of a Product
4. Omission of Cultural Dimensions
5. Benefits of The Brand Not Communicated
Clearly
6. Poor Packing

Reasons of Failure
Under penetrated soup category
Knorr as a brand always reminds of soup and not
noodles
Research shows that Indian Mothers were not
comfortable with 7 pm snack, fearing that it will kill their
appetite
Misfired line extension
Poor Packaging
Cultural Omission

Relaunch

Yummy Yoodles
Healthy rehne ka, Tasty tarika!

Segmentation
Demograp
hic

Behavioral
(Urban)

Indian

Occupation-:
Housewives/
WP

Health
Conscious

Temporal
Snack

Hard Pressed
for Time

Restaurants

Urban People

Family Life
Cycle- Single,
Married, with
Kids

User RateHeavy

User RateMedium/Light

Healthy, Fun
and Easy to
Cook Snack
(Urban)

Canteens

Semi Urban
People

Upward
Moving
,Middle class

Loyalty
Status- Hard
Core

Loyalty
StatusShifting

Temporal
Snack (Rural)

Food Joints

Rural

Annual
Income INR
1,20,000

Buyer
Readiness
StageInformed

Buyer
Readiness
Stage- Aware/
Intend to Buy

Geographic

Behavioral
( Rural)

Psychograp
hic

Institutiona
l

Target Customer

Primary Target-: Children

Total population: 1.25 billion

Rich/affluent -: 10 million households

Middle classes-: 80 million households

Aspiring middle classes-: 100 million households

Poor 50 million households

Positioning
We offer a fun, convenient, tasty and healthy snack
alternative for time pressed people which cater to the
needs of easy cooking needs of Indian masses, between
the age group of 24-50

Differentiation
New Brand Creation
Focusing on Changing Lifestyle among urban
population
Yummy Yoodles-: Represents Taste, Fun,
Convenience, Vibracy,
Cheerfulness & Health
New Story is told-:
Focus on Kid & Mom Relationship
Healthy rehne ka tasty tarika
where mom is just not the host for
Eliminate Brand Extension from Knorrkids friend but a active participant in
kids activities

Product
Ingredients
Noodle-: Healthy
(wheat, oats or rice based)
Edible Vegetable Oil
Masala Mix-:
Dehydrated Vegetables
(Onion, Carrot, Peas, Corn,
Beans)
Taste Enhancers-:
Black Pepper, Condiments,
Aniseed, Onion Powder, Garlic
Powder, Chilli

Price
Yummy
Yoodles
Chotu
Pack

Convenien
ce Pack

Standard
Pack

Family
pack

Festival
Pack

MRP-: Rs.5
Package
Size-: 50g

MRP-: Rs.10
Package
Size-: 100g

MRP-:
Rs.20
Package
Size-: 200g

MRP-:
Rs.40
Package
Size-: 400g

MRP-: Rs.50
Package
Size-:
500g

Price (Target Pricing)

MRP

in.RS

20

10

40

50

0.5

18

4.5

36

45

1.8

0.45

0.9

3.6

4.5

Balance

16.2

4.05

8.1

32.4

40.5

Net Margin @10%

1.62

0.405

0.81

3.24

4.05

14.58

3.645

7.29

29.16

36.45

Distributor Margin
@10%
Balance
Retailer
Margin@10%

COGS

Place
PAN India Launch
SEC A,B,C
Product will be launched in MTO, Retail Outlets, Kiryana
Stores, Institutions, Other specialty stores
SEC D
Product will be placed in all the retail outlets which are
selling Lifebuoy (One strip of Chotu Packs)

Promotion
Packaging

Story of Color ( Psychology of Colors in Branding )


From Green which represents Peace, Nature, Prosperity, Growth
( BP, Animal Planet, John Deere) moved to Yellow which
represents Happiness, Warmth( Subway, Mc Donalds, Ikea ) and
Red that represents Excitement, Youthfulness (Coca Cola,
Kellogg, Frito Lays, KFC)
Introduction of a Cartoon Character represents YO or the
Youthfulness or the Energy of the Urban People
Introduce Tagline on the Pack to communicate the
differentiation factor
Appealing Food Shot (Noodles with Lot of Vegetables to
represent Health)

Promotion
Brand Ambassador
Key Focus of Yummy Yoodles is to
empower Housemakers
Sushmita Sen is Perfect example of Urban
Working Women striking perfect balance
between Personal and Professional Life
She represents young, vibrant, healthy,
active mother
Mother who takes care of fun and health
part of the food for kids
Completely Involved in Kids Activities
Replace Kajol who was just a Housemaker
and plays only a role of host to the kids
friends
Print Campaign
Radio Campaign
TVC
Online Marketing Campaign

Promotion
360 Degree Marketing Campaign

360 Degree Promotion

Newspaper
Magazines
Social Networking Sites
Radio
Television
Internet ( Social Networking Sites )
Broucher's
Bill boards
Promotional Event

Digital Marketing
Create a Facebook Page (Contests, Share Recipes & Stories)
Online Print Ad Campaign
YouTube Commercial Campaign
Tie up with Local Banaiya, Big Basket, Nature Basket, Big Bazaar Online Portals
Twitter Feeds
SnapChat Story
Google Adwords ( Search & Display)
SEO/SEM
Blogging
Mobile App
Yoodle App (Games)
SMS Blast
Email Blast

GMC calculation

Sr. No.

Name

Pack (in
cakes)

MRP
(Rs.)

Volume (Cr)

Revenue
(Cr)

1.

Mast Masala

Chotu
Convenient
Standard
Family
Festival

5
10
20
40
50

3
1.5
7.5
0.25
0.10

15
15
15
10
5

Chotu
Convenient
Standard
Family
Festival

5
10
20
40
50

2
0.5
0.25
0.125
0.10

10
5
5
5
5

Chotu
Convenient
Standard
Family
Festival

5
10
20
40
50

0.4
0.3
0.15
0.125
0.04

2
3
3
5
2

Chotu
Convenient
Standard

5
10
20

1
0.3
0.15

5
3
3

2.

3.

4.

Tomato Chatpata

Chicken Masala

Chinese Chow

60 Cr

30Cr

15Cr

15Cr

Expenses :
A&P @10%= 12 Cr
S&A @6%= 7.2 Cr
Gross Market Contribution= Total Revenue-( A&P+ S&A)
=120-(12+7.2)
=100.8 Cr
GMC%= GMC/TR*100
=100.8/120*100= 84%

Future Sales
Plan

Sales Target-: Acquire 4% of Market Share in


the Year of Launch

Present Sales Figure

36000000

Target sales

120000000

Month

Monthly Target(UNITS)

April

40 Lakh

May

30 Lakh

June

30 Lakh

July

80 Lakh

August

1 Cr

September

1.2 Cr

October

1.5 Cr

November

1.6 Cr

December

1.9 Cr

January

1.4 Cr

February

1 Cr

March

60 Lakh

Quaterly Target(UNITS)

1 Cr

3 Cr

5 Cr

3 Cr

Thank You!

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