INSTANT NOODLE

SECTOR
 Chings Chinese Noodles
• Ching’s Secret comes to you from the capital of
global cuisine in India – Capital Foods
• Launched in 1996, Ching’s Secret is a brand of
authentic Chinese food ingredients offering a range
of sauces, soups and noodles.
• Key ingredients have been developed through in-
depth research into the Chinese food culture.
• The taste is so genuine that it transports you straight
away to China!
Chings Products
 Smith n Jones
Manufactured by Capital foods
Smith n Jones Products
Horlicks foodles

Manufactured
by
GlaxoSmithKline
(GSK)
 Knorr Soupy Noodles
Knorr Soupy Noodles, for the first time in India brings
together the fun of noodles with the health and goodness of
soups. It is loved by the kids and provides mothers a tasty
healthy afternoon snacking option for their children. It comes
with 100% real vegetables and carries the ‘Healthy Choice'
Stamp. It is currently available in three variants: Mast Masala,
Tomato Chatpata and Chinese chow.
Key facts:
• Knorr in India is generic to soups.
• Knorr is the largest soup brand in India and has a lion’s share
of the soup market in India – 70%
• All Knorr products have no added preservatives and are a
healthy choice option. 
Knorr Products
 Top Ramen Noodles
Core Value-Quality policy:
• “We continuously strive to meet customer
expectations and trust by providing affordable
products of good taste and convenience without
compromising on quality.”
Corporate philosophy:
• “Syoku Soku Se Hei” “Food is the mother of peace”
• “Bin Ken Ken Syoku” “Intelligent eating for beauty
and health”
• “Syoku So I Sei” “Creation of foods to serve society”
Top Ramen Noodles
 MAGGI
In Switzerland in 1863, Julius Michael Johannes
Maggi developed a formula to bring added taste to
meals. This marked the beginning of the Maggi®
brand and its lines of convenient food products. 
In 1882, the Swiss Public Welfare Society
commissioned Maggi to create a vegetable food
product that would be quick to prepare and easy to
digest to help with the problem of women having less
time to prepare meals as more and more worked
outside the home. The results — two instant pea
soups and an instant bean soup – were a huge
success. By the turn of the century, Maggi &
Company was producing not only powdered soups,
but also bouillon cubes, sauces and flavorings. Maggi
merged with Nestlé in 1947. Maggi® has been
offering high quality and innovative products ever
since.
National Trends in Instant Noodles
Demands
it s
Un
n
io
ill
M
In
MARKET SIZE OF INSTANT NOODLES

Market Size
O RE
CR
1200
1200
988
1000
760
800
600
400
200
0
2008 2009 2010
MARKET SHARE
COMPETITION IN INSTANT NOODLE
MARKET
 LEGACY OF LEGEND

• In 1982 NESTLE came to Indian Market

with an Alien Product called MAGGI.
• With the launch of MAGGI noodles, NIL
created an entry in to new food category
“INSTANT NOODLES”.
• Initially company targeted working
women.
 NIL’s MARKET RESEARCH

• However this approach failed.

• To get root of the problem NIL conducted a
research.
• Which revealed that it was children how
liked the test of MAGGI noodle.
• After then NIL shifted its focused & targeted
children & their mothers.
PRODUCT DEVELOPMENT
LIFECYCLE
PRODUCT RANGE
 SURVEY
50 Q What is the brand that comes to your mind when you hear the word noodles? Why?
45
40 – Maggi
35
30
– Chinese Noodels
25 – Other Brands like Knorr, Ching’s etc
20
15  
10
5 Q With what products would you associate the brand Maggi?
0
maggi chinese noodles other brands – Ketchup 50
40
– Noodles
30
– Soup 20
– Masala 10
  0
ketchup noodles soup masala
Q At your home who prefers to eat Maggi noodles over traditional food.
– Children
spe
– Youngsters
ad

Chart Title
– Adults young...

20 – Others (specify) child...

15 0 5 10 15 20 25 30 35 40
Q How regularly you eat Maggi in a month and In which size of pack.
10
– 1 – 2 (50, 100, 200, 400)
5
– 2 – 4 (50, 100, 200, 400)
0
1 – 4 – 5 (50, 100, 200, 400)
1--2 2--4 – 5 & More (50, 100, 200, 400)
4--5 5 and more
 Q Which Maggi products in noodles category do you regularly buy OR prefer to buy?
– Maggi masala
– Maggi vegetable atta noodles
– Maggi dal atta noodles
– Maggi rice noodles mania
– Maggi Multi grain noodles
 

40

35

30

25

20

15

10

0
ala es es ia es
as odl odl an odl
m
gi
m no an
o
es no
ag tta att o dl ain
M lea al no ti
gr
ab ig d ice ul
et ag r ig m
ve
g gi
gi
m ag ag
ag m m
m
 Q On a scale of 1 to 5 rate Maggi on the following
parameters
(1- Very Poor, 2- Poor, 3- Ok, 4- Good, 5- Very Good)
– Taste ____________
– Variety/Flavors ____________
– Hygiene/Purity ____________
– Availability ____________
– Value for money ____________
– Time to prepare ____________
5

4.5

3.5

2.5

1.5

0.5

0
taste variety hygiene availability value for money time to prepare
 Q Rate the categories from 1 to 4 rate which Maggi should look in order of
importance:
– Manchurian noodles ____________
– Hakka Noodles____________
– Indian traditional breakfast (Idli, Uppma) ____________
– Noodles of Indian tastes (e.g. Haidrabadi) ____________
manchurian noodles hakka noodles
Upmma/ Idli Haidrabadi rice

4%
8%

24%

64%

Q Rate the following products (1-very poor, 2-poor, 3-ok, 4-good, 5-very good)
Categoties Maggi Knorr Soupy Horlicks Smith and Ching’s Chinese Top Ramen
Noodles Noodles Foodles Jones Noodles
Your Preference
Value for
money
Taste
Availability
 preference value for money taste availability

4.6
4.1

3.1
4.2
3.6 3.1
2.4
3.5
3.2
3.1 2.4 3.2
4.5
4.1
3.5 3.2
3.4 3.5

4.2 3.7 3.2 3.1

2.4 2.1

maggi noodles knorr soupy noodles horlicks foodles smith and jones chings chineese noodles top ramen
 • Q How do you perceive Maggi products?
– Good for health
– Junk food
– Ready to eat
– Tasty/ Fun Eating

good for health junk food ready to eat tasty / Fun eating

8%
18%
11%

64%
 SUGGESTIONS

• Should open exclusive MAGGI outlets. 8

yes
• Move flavors in Masala
42 no
• Improve Quality of Masala
• Improved Packaging
• Increase the quantity contained in a
single pack
• Improve Hygiene