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This is a very thorough strategic campaign used for my advertising campaigns class. Note: The document can be viewd upright if loaded with Adobe Reader software. View then Rotate. Sorry for the inconvenience.
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GOT GAME ? BULL ’ S EYES LIGHT BULB SIGHTINGS TIKI’S DEBUT TIKI’S MANIFESTO !
WELCOME
TO THE RAMEN
REPORT
A collection of marketing strategies from the minds of Team 2.
Angela Gast / Lee Thach / Sara Huffman / Alysse Miller / Cara Bates
Top Ramen is an instant noodle soup produced, manufactured, and distributed by
Nissin Foods, whose valued price meal has had success with a number of target
markets in the U.S. over the past quarter century.
While Nissin has continued to experience volume growth with new
products, its
Top Ramen brand has been declining over the recent years due to market competition
from a number of new
competitive products such as Easy M
ac, Bagel Bites, and a
number of new
soup products and bargain meals.
The main objective of TR’s Brand Extension and marketing strategies is to extend
the Top Ramen brand, to differentiated itself from its competitor Maruchan, and to
create an experience, an euphoria, that will attract the em
erging “Millennial Generation.”
2
[1] History of Ramen
Origins………………….3
Categories……………..4
Gallery………………….5
Easy as ramen…….…..6
Global…………….…….7
Noodle Demand….…...8
[2] Soup Industry
W
hat is Soup………....9
For rich or for poor…..10
The future…………….11
[3] Company History
Momofuku Ando……..12
Nissin Food Inc………13
Company Timeline…..14
T H E R A M E N R E P O R T
3
T H E R A M E N R E P O R T
“Ramen? What’s that ?”
� ��� Ramen is a Japanese dish of noodles served in a broth, whose origins began in China 4000 years
ago. The given name “Lo-Mein”, which means boiled noodles, is popularly also known as Ramen,
the Japanese pronunciation/name for the tasty dish.
� ���The original dish came to Japan in 1872 with traders when the port of Yokohama was first open to
trade with China. Rairaiken, the first shop to solely dedicate itself to Ramen, opened its doors in
Tokyo in 1911. In the 1920s, when the Chinese Food boom hit, ramen became even more popular
and the first ramen stalls appeared.
� ��� Noodles became hugely popular in Japan following the years after the Second World War, when
there was intense food storages. Noodles were seen as tasty, safe, non-perishable and soon became
a household item.
� ��� In 1958, what brought the Ramen into an everlasting fame was the invention of Instant noodles,
by Momofuko Ando. Creating a pre-packaged bowl of ramen that only required a cup of boiling
water, made Ando a legend.
4
T H E R A M E N R E P O R T
Categories
� ��� Ramen are categorized into two different types based on their two main ingredients.
Noodles and Soup.
� ��� Most ramens are made from four basic ingredients: wheat flour, salt, water, and
kansui (a type of alkaline mineral water), and come in a various shapes and lengths.
� ��� Ramen soup are usually made from stock, based on chicken or pork combined with
other various ingredients such as beef and onions.
There are four basic type of ramen soup
Shouyu / Tonkotsu / Miso / Shio
� ��� Souyu (Soy) is the original flavor and what you get if you don’t get a specific flavor.
� ��� Tonkotsu comes from Kyushu and is made from pig bones.
� ��� Miso Ramen originated from Hokkaido and is made from the same beans that go into
Miso soup.
� ��� Shio (salt) is the least popular of the four main flavors, but the best for your waistline
because it has the least fat.
� ��� The toppings (egu) that go onto of the ramen are usually Bean spout (Moyashi), Pork
slices (Chashuu), Dried bamboo shoots (menma), eggs (tamago), spinach, nori
(seaweed) and spring onion (negi).
5
Shoyu ramen Kitakata ramen Miso ramen Hakata ramen with Pork bone
Tokyo-style ramen Aburasoba
Tonkotsu ramen Tsukemen #1 Takayama ramen
“Ramen is best served hot. Two to
three minutes after the noodles
are off the stove, the flavor
deteriorates because the fatty
acids in the broth start to Oxidize,
giving off chemicals that block the
flavor of other spices and
ingredients in the bowl. This factor
is why Japanese people slurp their
noodles, which takes air into the
mouth and cools the noodles
down.”
(http://www.quirkyjapan.or.tv/ramen_nation.htm)
Tantanmen Noodles Hiyashi ramen
T H E R A M E N G A L L E R Y
6
It looks easy enough…
Ramen looks easy, but cooking it is another story. Unlike the pre-packaged version, Ramen
can take anywhere from several hours to an entire day to cook. Making the broth requires
constant attention to control the temperature, straining the broth, and making sure the
ingredients are added at the proper time.
It’s not as difficult as becoming a sushi chef, but becoming a ramen chef can be just as
daunting. Masters of the craft studies for years and well-known chefs have their apprentices
working day and nights to learn their craft.
It’s not just an obsession with the chefs, books, online websites, and films have been made,
all starring Ramen.
LITERATURE
‘The book of Ramen’ By Ron Konzak,. A short tome based on instant Ramen.
FILM
“The Ramen Girl”, 2008, starring Brittany Murphy, as a young American women
who travels to Japan to be with her boyfriend, only to get dumped, and spontaneously
apprentice herself to a stoic noodle master.
“Tampopo”, 1985, a widowed noodle chef named Tampopo is helped to become a
first class chef by a truck driver name Goro and friends.
Recipe exerpt from “The book of Ramen”
Rambalaya
1 pkg. ramen noodles, 1 small green pepper
2 pimentos, canned or 1 small sweet red
pepper
1 small onion, 1 cup mushrooms, large pieces
1 stalk celery, thinly sliced
1 tbsp. oil, 1/2 tsp. paprika, 1 tbsp. butter
Pre-heat oven to 300 degrees Fahrenheit.
Knead unopened package of ramen until
broken up medium.
In a small saucepan, boil noodles in 2 cups of
water for five minutes. When noodles are
done, put into a strainer, rinse with cold water
and let drain for a few minutes, shaking the
water out to make them as dry as possible.
Saute together mushrooms, onions, peppers
and celery. If you feel brave, add your
favorite hot chili pepper.
Mix all the ingredients together in a greased
baking dish. Bake covered at 300 degrees
Fahrenheit for one hour.
Serve with corn bread and salad. Also makes
a nice side dish to shrimp or crayfish.
O F C O O K S A N D O B E S S I O N S
7
POPULAR GLOBAL BRANDS
Argentina…..Sapporo Ichiban
Austrailia…..Maggi noodles, Indomie M
i
Goreng, Nissin’s Dem
ae Ramen, and Nong
Shim’s Shin Ramyun
Brazil…
……Miojo (Nissin Food Inc.) and
Maggi.
Canada…….Sapporo Ichiban and M
r.
Noodles
China………Ting Yi, Uni-President, Hwa-
Long
Denmark……Yum Yum, Mama
Belgium…….Aiki Noodles
Germany……Yum Yum, Nissin Cup
Noodles, and M
aggi
UK………….Pot Noodle, Batchelor’s
Super Noodles
India and Pakistan……..Maggi
Indonesia……Supermi
Malaysia and
Singapore…..Maggi
Philippines…Lucky me!
Saudi Arabia…….Indomie
Russia…….Rollton and Dosirac
Thailand…..Uni-President (Tong-Yi)
U.S.A……..Nissin Top Ramen and
Maruchan Ramen
Ethiopia…..Indomie
O U T O F J A P A N A N D I N T O T H E G L O B A L K I T C H E N .
POPULARITY
� ��� Ramen has become a stapler in other countries and culture other than Japan. Factories that
make Ramen noodles are found not only in Japan and the U.S., but also, Europe, Korea,
China, Singapore, Thailand, Malaysia and Indonesia.
� ��� Each country's Ramen noodles reflect their own particular flavor preferences. Korean
Ramen is highly spiced and often contains packets of black bean sauce. China makes Ramen
in Szechuan flavors. Thailand makes very thin, delicate noodles with very hotly spiced
packets. Japan prefers the flavor of seafood and mild spices. In the U.S. they are usually
available with meat flavors, mushroom flavors or mild spices often referred to as “Oriental
flavor”.
IMPACT IN THE U. S. A.
“My Parents and ramen put me through college. Not necessarily in that order.”
� ��� Ever since Momofuko Ando brought the Instant Ramen to America in the 1970s, Ramen
has been a stapler in most of college life. Seen as something inexpensive, easy-to-cook, fast,
and economically valuable Ramen provided students with a cheap meal who have starving
bellies and starving wallets. Soon, Ramen became an culture of it’s own.
� ��� The U.S. is rank fourth in terms of world wide
ranking of demand for instant noodles.
8
Nov.2007
Unit: 100 Million Packets
Region/
Countries 2001 2002 2003 2004 2005 2006
_________________________________________________________________________
1 China
Hong Kong 212.0 231.0 320.0 390.0 442.6 467.9
2 Indonesia 99.0 109.0 112.0 120.1 124.0 140.9
3 Japan 53.5 52.7 54.0 55.4 54.3 55.4
4 USA 30.0 33.0 37.8 38.0 39.0 34.0
5 Vietnam 11.4 17.0 23.0 24.8 26.0 34.0
6 South Korea 36.4 36.5 36.0 36.5 34.0 33.7
10 Brazil 10.4 11.9 11.1 11.5 12.6 13.8
12 Mexico 5.3 6.4 7.5 10.0 10.0 9.0
18 UK 2.3 2.5 2.6 2.6 2.6 2. 6
20 Germany 1.4 1.4 1.4 1.4 1.4 1.8
W O R L D W
I D E I N S T A N T N O O D L E D E M A N D S
How much ramen is exported
from Japan every year?
�Annual export volume: 87
Million meals
�Exported to 46
countries/regions
How much ramen is eaten
around the world?
�Worldwide annual
consumption 91.6 billion
meals
�Part of over 85 billions meals
every year
Marc
h is N
ational N
oodle
Month
9
What is soup?
� ��� Soup is usually a savory liquid food that is made by combining ingredients, such as
meat, vegetables and beans in stock or hot
water, until the flavor is extracted, forming a broth.
� ��� The act of combining various ingredient in a large pot to create nutritious, filling, easy-
to-digest, simple to make/serve food.
� ��� Soup is the most general of terms which apply to liquid savory dishes.
Why the word "soup?"
� ��� The etymological idea underlying the word soup is that of soaking.
� ��� Post-classical Latin verb suppare soak', which was borrowed from the same prehistoric
German root (sup-) as produced in English sup and supper.
� ��� From it was derived the noun suppa, which passed into Old French as soupe. This meant
both piece of bread soaked in liquid' and, by extension, broth poured onto bread.'
� ��� Until the arrival of the term soup, such food had been termed broth or pottage. It was
customarily served with the meat or vegetable dishes with which it had been made, and (as
the derivation of soup suggest) was poured over sops of bread or toast (the ancestors of
modern croutons).
T H E S O U P I N D U S T R Y . . .
10
F O R R I C H O R F O R P O O R . . .
Why soup?
� ��� It’s the perfect choice for both sedentary and traveling cultures, rich or poor, healthy
people or invalids.
� ��� Soups was easily digested and were prescribed for invalids since ancient times.
Medicinal spices and herbs were added to various soups, especially if they were part of a
prescribed diet.
Kinds of Soups
� ��� Stew, pottages, porridges, gruel…evolved according to local ingredient and taste. New
England chowder, Spanish gazpacho, Russian
borscht, Italian minestrone, French onion, Chinese won ton and Campbell's tomato...are
all variations on the same theme.
� ��� "Cereals, roasted to make them digestible and then ground and moistened or diluted with
water to make a paste, either thick or thin,
did not become gruel or porridge until people had the idea and means of cooking them.
� ��� Soup derives from sop or sup, meaning the sliced of bread on which broth was poured.
Until bread was invented, the only kind of thick soup was a concoction of grains, or of
plants and meat cooked in a pot.
� ��� Gruel or porridge, a form of nourishment, in western countries was a luxury only eaten in
towns.
� ��� The modern restaurant industry is said to be based on soup. Restoratifs (where the word
"restaurant" comes) were the first items served in public restaurants in 18th century Paris
serving broth [Pot-au-feu], bouillion, and consomme.
11
Advancement
� ��� New advancements in science enabled soups to take many
forms...portable, canned, dehydrated, microwave-ready. "Pocket soup"
was carried by colonial travelers, as it could easily be reconstituted
with a little hot water.
� ��� Canned and dehydrated soups were available in the 19th century.
These supplied the military, covered wagon trains, cowboy chuck
wagons, and the home pantry. Advances in science also permitted the
adjustment of nutrients to fit specific dietary needs (low salt, high fiber,
etc.)
� ��� Advancement also allowed instant soup to be mass produced on an
industrial scale and are usually dried, canned, or treated by freezing.
T H E F U T U R E . . .
12
C O M P A N Y H I S T O R Y
FOUNDER
� ��� Born on March 5, 1910, in Taiwan, Ando initially ran clothing companies in Taipei and
Osaka while he was a student at Ritsumeikan University.
� ��� He was inspired to develop the instant noodle, when he noticed the long lines of people
waiting to buy freshly made ramen at the black market food stall, after WWII.
� ��� In 1948, he founded Nissin Food.
� ��� He wanted to create noodles that were tasty, inexpensive, and easy-to-prepare to help
with the aftermath of poverty after WWII. In 1958, he unveiled Chicken Ramen, the
world's first instant noodle product.
� ��� His most proud accomplishment was the creation of a vacuum pack instant noodle
specially designed for Japanese astronaut Soichi Noguchi to eat during a mission aboard
the U.S. space shuttle Discovery, in July 2005.
� ��� Ando retired from the chairman's post in June 2005 to serve as founder-chairman. His
son Koki, became the President of the company.
� ��� He passed away at the age of 96 in 2007.
13
Company
� ��� Nissin Food is an international name with a long line of successful ramen products,
producing sixteen flavors of it’s Top Ramen and Cup Noodles. Nissin also produces six
varieties of flavor including chicken, beef, shrimp, veg. and spicy chili.
� ��� In 2006, Nissin sold 46.3 billion packs and cups around the world, earning $131
million in profits.
� ��� Today, Nissin has a net sale of over $3.2 billion per year, operates 29 plants in 11
countries, and it’s product is sold world wide.
� ��� Nissin Foods brought the instant, packaged noodles “Top Ramen” into the United
States in 1970, where it became a fixture in dorm rooms across college campuses and is a
favorite among the younger generations.
Current Leadership
President: K
oki
Ando
Director: K
en S
asa
hara
, H
ironobu N
agano
Executive Officer, Finance Director: Y
uki
o Y
oko
yam
a
Senior Managing Director: S
usu
mu N
aka
gaw
a
Managing Director: A
kihid
e M
ats
uo, Taka
yuki
Naru
to
Executive Director: T
aka
shis
a Y
anagid
a
Chief Director of sales, Director: Y
osh
inori
Miu
ra
N I S S I N F O O D I N C .
14
T I M E - L I N E
1958 Momofuku Ando establishes Nissin Food Products Co., Ltd. of Japan and introduces Chikin Ramen (Chicken Ramen), the first instant ramen
noodle, to Japan.
1970 Nissin Food Products Co., Ltd. establishes Nissin Foods (USA) Co., Inc. in Gardena, California. The Top Ramen brand is imported from Japan,
introducing instant ramen noodles to US consumers.
1971 Nissin Food Products Co., Ltd. invents Cup Noodle, a revolution in the industry that makes it possible to package, prepare and serve noodles all
the same container. Nissin also adds vegetable and meat varieties to its instant ramen noodle lineup.
1972 Top Ramen is first produced in the United States.
1973 Nissin begins producing and selling the highly popular Cup O' Noodles in the United States.
1976 Oodles of Noodles bag ramen introduced.
1977 Nissin Foods' Lancaster, Pennsylvania production facility opens.
1978 Nissin Foods offers new Top Ramen and Cup Noodles (Cup O' Noodles renamed Cup Noodles in 1993) .
1998 Cup Noodles Hot Sauce Varieties introduced (Beef, Chicken, Shrimp)
2000 Oodles of Noodles name changed to Top Ramen, giving Nissin Foods a truly national brand.
2003 Chow Mein launched as a meal or side dish of stir-fry type noodles and vegetables.
2004 Cup Noodles Souper Meal launched as a hearty microwavable meal.
2005 Nissin Japan invents a noodle that is edible in Space, “Space Ram”, which is later carried aboard the Space Shuttle Discovery.
2006 Noodle Soup is introduced - the first pasta type, microwavable, instant soup from Nissin Foods.
2007 Cup Noodles Premium is introduced as the gourmet extension of our classic Cup Noodles. Reduced-fat and reduced-sodium Choice Ramen
products hit shelves, satisfying consumer demand for a healthier ramen alternative.
15
[1] The Different categories
[2] Verses
Campbell Co…………17
General Mills…………18
Unilever…
…………….19
H.J. Heinz…
………….20
Maruchan…………….21
Thai Kitchen…………21
Kraft /
Other competitions….22
[3] Market-shares
[4] Top Ranking
[5] Current Product
Placement
[6] SWOT
[7] Trends
G O T G A M E ?
16
T H E D I F F E R E N T T Y P E S O F S O U P S
Competitors and Leaders
Soup Category
� ��� Campbell Co.
� ��� General Mills
� ��� Unilever
In 2006, the leading companies in the
soup category was Campbell Co.
Second, H.J Heinz. Third, Unilever.
Ramen Category
� ��� M
aruchan
� ��� Thai Kitchen Instant Noodle
Non-Soup/Ramen Category
� ��� Kraft
� ��� Other Convenience
products: Easy M
ac, Hot/Lean
pockets, Bagel Bites, Frozen Pizza,
Microwavable dinners and other
products that focuses on lower carbs.
and sodium.
In the Soup Industry, soup is divided into five categories
�Ready-to-Serve
(canned or refrigerated soup that does not require additional ingredients).
�
Condensed Soup
(that can be used in recipes or needs to have water or milk added).
�
Dried Soup Mix
(dehydrated and require the addition of water to cook).
�
Bouillon
(square or powder that can be used either to make stock or as an ingredient).
�
Frozen soup
(which needs to be defrosted and reheated but requires no additional ingredients).
�
Ramen
(packaged, dried, Asian-style noodles).
17
� ��� Flavors…
� ��� Soup at hand 10.75oz (sipable)
Velvety potato
creamy tomato
creamy chicken and stars
cream of broccoli
chicken with mini noodles
clam chowder
classic tomato low sodium,
Italian style wedding
vegetable medley,
Vegetable
beef.
�Leadership…President and CEO, Douglas R. Conant, as of 2001.
�History…Campbell is a $7.9 billion global manufacturer of high-quality consumer food product.
Brands which includes: Godiva, Pepperidge Farm, Prego, Pace, V8, and SpaghettiOs and of course,
soup.
�Each year, nearly 90% of American households purchase Campbell’s soup and on avg. consumers
stock eleven cans of Campbell in their pantries at all time.
�70% share of the U.S. wet soup market.
�60% market share in the $4 billion dollar soup market.
�Campbell sells almost three billion cans of soup every year.
�Advertising Age estimated global measured advertising expenditure of $467m in 2006, making
Campbell's the world's #68 advertiser
�Their larges customer is Wal-Mart, and their product is sold to grocery store, convenience stores,
club warehouse and other retailers.
�Fiscal 2007, Company’s capital expenditures was $334 million. The company expects to spend
$400 million for capital projects in 2008.
�Marketing and Selling expenses increased was due to higher ad and consumer promotion.
16.8% in 2007
16.7 % in 2006
16.3 % in 2005
�Online: Recipes, nutrition and wellness information.
�Contribution: labels for education program, partnership for health benefits such as the red dress
heart disease and pink ribbon breast cancer.
�Based in Camden NJ, the company employs 24,000 people and reported sales of $7.3 billion in
2006.
C A M P B E L L C O .
18
G E N E R A L M I L L S .
�Leadership…CEO: Kendall Powell, succeeding Steve Sanger at the end of the fiscal year in
May 2008
�History…Began in 1860s with two flour mills. by 1960s, General Mills was producing
beloved children’s product like Play-Doh and Nerf balls before they became involved with
memorable characters such as Betty Crocker and the Pillsbury Doughboy.
�Since then, General Mills’s focus has been on food.--- “making lives around the world
healthier, easier, and richer.”
�General Mills manufactures breakfast cereal, yogurts, baking mixes, dinner mixes, fruit snacks
and grain snacks, among other products.
�With their soup brand, Progresso, GMC holds 12% of the total soup market share and 30% in
the ready to serve category. (2005)
�Partners with Weight watcher.
�In 2007, the Minneapolis-based company employed 28,100 people and reported sales of $12.4
� ��� Classic Flavors:
Beef and Veg
Beef and Baked Potato
Beef Barely, Potato, Broccoli and
Cheese Chowder
Carb Monitor chicken,
Chicken and Dumplings
Veg Classic:
Creamy Mushroom
French Onion
Garden Veg
Green Split Pea
Rich and Hearty:
Beef Pot Roast
chicken and home-style Noodles
chicken Pot Pie
Microwave bowls:
Chicken Noodles
Chicken Wild Rice
Lentile,
Minestrone
Italian Style Wedding,
Veg,
Beef and Veg.
19
�
Leadership…President Alan Jope, Vice President Michael Polk.
�History…Unilever began in 1890s with W
illiam Hesketh Lever and Sunlight
Soap, that revolutionized and popularize cleanliness and hygiene in Victoria,
England.
Time flew and before the company knew it, it had crosses three centuries.
�Since then, Unilever has become a multi-national corporation with brands in
food, beverages, cleaning agents, and personal care products.
Owned Brands: Amora, Axe, Becel, Bertolli, Blue Band, Calve, Clif, Close up,
Comfort, Country Crock, Domestos, Doriana, Dove, Flora,
Heartbrand, Hellmann, Knorrs, Lifebuoy, Lipton, LUX, Omo,
Ponds, Radiant, Rama, Rexona, Signal, Slim-fast, Sunlight,
Sunsilk, Surf, Vaseline, Wishbone.
�Unilever leads in the dry soup and bouillon soup category. (see market-
shares)
�Unilever employs 180,000 people and has a revenue of 58.5 billion in 2008.
U N I L E V E R
20
�Leadership…CEO William R. Johnson
�History…Founder Henry John Heinz started the company in 1869 with his first product,
horseradish.
�Since then, Heinz is the most global U.S. food base company with brands holding number
one and number two market position in more than 50 countries.
�H.J. Heinz has over 110 major locations worldwide, with leading brands on sex countries.
�The Heinz brand is a $2.5 billion global icon and it’s top 15 power brands account for two-
thirds of annual sales.
�Meal and Snack frozen Food: represent more than $2 billions in sales.
Som
e bra
nds in
cluded
: O
re-I
da, Bagel
Bites
, H
otb
ites
, Bost
on
Mark
et h
om
e st
yle
fro
zen m
eals
and sid
e dis
hes
, and S
mart
Ones
. T.G
.I F
riday,
Wei
ght watc
her
s.
�Other brands included: Jack Daniel’s and Linda McCartney.
H . J . H E I N Z
21
�Leadership…Chairmen: Kiyoshi Fukagawa
�History…Translated, Maruchan means “little maru” rival ramen
company to Nissin, Maruchan has enjoyed being the leader
in the Instant Ramen Category.
�Flavors include:
B
eef
C
hed
dar Chee
se
C
hic
ken R
oast
C
hic
ken C
aju
n
C
hic
ken C
ream
y
C
hic
ken C
ream
y Pes
to
C
hili-H
aben
ero w
ith S
hrim
p
C
hili Lim
e
C
urr
y Chic
ken
C
hic
ken M
ush
room
H
ot &
Spic
y Chic
ken
H
ot &
Spic
y Bee
f
H
ot &
Spic
y Shrim
p
J
ala
peñ
o C
hed
dar
L
ime
Shrim
p
M
ush
room
O
rien
tal
P
ork
R
oast B
eef
S
hrim
p
T
om
ato
(disco
ntinued
in 2
003)
V
eget
able
�
Manufacturer: Maruchan Inc (Division of Toyo Suisan)
�Leadership…Seth Jacobson
�History…Thai kitchen was founded in 1989 when Seth Jacobson
made his first trip to Asia. Thai kitchen offers everything the
American Consumer is seeking: taste, quality, authenticity…the best o
of Thailand.
Favo
rs: Stir-
fry
noodle
s Pad thia
- 9oz. B
ox
3.2
9
Chili stir fry
-6oz. B
ox.
3.2
9
Pea
nut stir-fry
- 5.5
oz. b
ox
3.2
9
Curr
y stir-fry
-7.3
oz. B
ox
3.2
9
Toasted
ses
am
e-5.5
oz. B
ox
3.2
9
Lem
ongra
ss a
nd c
hili - 5.3
oz. b
ox 3.2
9
Savo
ry g
arlic
-5.3
oz. B
ox
3.2
9
I
nstant rice
noodle
soup
Bangko
k-1.6
oz. P
ouch
0.9
9
G
arlic
and v
eg-1
.6oz. P
ouch
0.9
9
Lem
ongra
ss a
nd c
hili-1.6
oz. P
ouch
0.9
9
Spring o
nio
n-1
.6oz. P
ouch
0.9
9
Thai gin
ger
-1.6
oz. P
ouch
0.9
9
Ja
smin
e rice
mix
es- 8oz box
2.6
9
Ric
e noodle
sop b
owls- 2.4
oz bowl 2
.19
D
ry ric
e noodle
s- 1
4oz box
2.6
9
Noodle
carts-
2.2
5oz box
2.2
9
�Prices range from $2.00- $40.00 (for the large
dinner kits) all can be ordered online.
M A R U C H A N T H A I K I T C H E N
22
K R A F T S A N D O T H E R C O M P E T I T O R S
KRAFTS INC
�Leadership…CEO Irene Rosenfeld
�History…Kraft Foods began in 1903 with J.L. Kraft. Since then, Kraft has become the second largest food and beverage company in the world. In the
United States, Kraft or Kraft subsidiary brand foods can be found in 99 percent of households.
�The company sold over $34.36 billion worth of goods and employed over 90,000 people in 2006.
�Kraft Foods spun off from Altria Group (formerly Phillip Morris) and became its own public company in 2007.
�Kraft manufactures and market retail food products that spreads over five consumer sectors: snack, beverages, cheese, grocery, and convenient meal
(frozen pizza, packaged dinner).
�Brands includes
Easy
Mac,
Osc
ar M
aye
r D
eli Cre
ations, S
outh
Bea
ch L
ivin
g, Kra
ft B
istro D
eluxe
, O
reo, Sple
ndip
s, C
rystal light, G
ard
en H
arv
est Toasted
Chip
s,
Tass
imo, D
igio
rono U
ltim
ate
, Cote
d’O
r, O
scar M
aye
r Cen
ter Cut Baco
n, Ritz
OTHERS COMPETITORS
Swanson, Michelina, Hungry Man, Lean Cuisine…
23
WET SOUP M
ARKET
MARKET SHARE (%)
_____________________________
CAMPBELL SOUP CO….58.18 %
GENERAL M
ILLS……….22.53 %
CONAGRA INC……………3.58 %
DEL M
ONTE FOODS……..2.93 %
COUNTRY GOURMET
FOODS…………………….1.98 %
PVT. LABEL……………....5.81 %
WET SOUP M
ARKET
MARKET SHARE (%)
_____________________________
CAMPBELL SOUP CO….84.48 %
SNOW‘S/DOXSEE
INC……………………….0.51 %
HORMEL FOODS……….0.25 %
DEL M
ONTE FOODS……0.25 %
PFC FOODS OF
OREGON………………….0.23 %
PVT. LABEL…..…………13.09 %
M A R K E T - S H A R E S
MARKET SHARE (%)
_____________________________
MARUCHAN………..….56.48 %
NISSIN FOODS……… ..33.5 %
UNIO
N INC…..………….2.77 %
EPICUREAN INTL………1.23 %
KIK
KOMAN
INTL……………………….0.76 %
PVT. LABEL…..……………2.1 %
* share of the total soup market
____________________________________________________________________________________________________________
READY-TO-SERVE 4
6.6
3%
* CONDENSED 3
2.1
6%
* RAMEN 8
.63%
*
24
M A R K E T - S H A R E S
MARKET SHARE (%)
_____________________________
UNILEVER……………….47.72 %
BEAR CREEK
COUNTRY…………………8.91 %
H J HEINZ…………………8.09 %
SUPERIO
R QLTY
FOODS……………..……..3.18 %
FANTASTIC
FOODS…………………….2.6 %
PVT. LABEL……………....7.54 %
MARKET SHARE (%)
_____________________________
HARRYS FRESH
FOODS…………………….7.91 %
CAMPBELL CO …
………..6.34 %
KETTLE
CUISINE….…
.……………1.84 %
JUICE HARVEST…………..0.9 %
SAKURA NOODLE …
…….0.85 %
PVT. LABEL……………....76.5 %
MARKET SHARE (%)
_____________________________
UNILEVER……………….40.98 %
H J HEINZ …
……………..23.7 %
HORMEL
FOODS….…
………………15.49 %
NESTLE USA
INC…………………..……....6.4 %
GOYA FOODS
INC………………………….3.99 %
PVT. LABEL……………....7.62 %
* share of the total soup market
____________________________________________________________________________________________________________
DRY SOUP 7
.77%
* BOUILLON 2
.91%
* RFG FRESH SOUP 1.2
6%
*
25
M A R K E T - S H A R E S
MARKET SHARE (%)
_____________________________
PATTERSON……………….26.29 %
PHILIPS FOOD …
………….17.3 %
INTERNATIONAL FROZEN FOODS
Llc….…
………………………8.2 %
BAY STATE CHOWDA
CO…………………..…..…....7.45 %
NORTH PACIFIC
CANNERS…………….…
…..4.63 %
PVT. LABEL……………....12.04 %
* share of the total soup market
_________________________________________________________________________________________________________
Fz Soup 0
.64%
*
26
IRI- Tracked Sales of Soup by Product Categories (2000-2004) in $ millions
According to SMRB Fall 2004 survey, 83.5% of the total population used the traditional canned or jarred soup & broth
while 57.4% used dry soup/lunch mix & dry bouillon.
Sub-Categories
2000
2001
2002
2003
2004
RTS W
et Soup
1,443.20
1,598.57
1,651.49
1,718.07
1,747.49
Condense W
et Soup
1,416.74
1,358.40
1,274.64
1,216.00
1,205.17
Ramen
343.58
361.18
336.50
334.64
323.54
Dry Soup
310.53
309.76
309.65
300.45
291.00
Bouillon
117.56
115.68
112.54
111.93
109.21
Rfg Fresh Soup
14.10
12.78
11.59
21.08
47.26
Frozen Soup
17.94
20.69
22.07
24.02
23.86
Total
3,663.66
3,777.07
3,718.49
3,726.19
3,747.53
27
Marketing Position
Nissin is among the top 20 in the global food and drink
industry in terms of sales, but is ranked fourth in terms of
net profit. In the global market, Nissin holds a 9% share in
the instant noodle market.
Market Share of Soup Product Categories, 2000-2004 (%)
Sub-Categories
2000
2001
2002
2003
2004
RTS W
et Soup
39.39
42.32
44.41
46.11
46.63
Condense W
et Soup
38.67
35.96
34.28
32.63
32.16
Ramen
9.38
9.56
9.05
8.98
8.63
Dry Soup
8.48
8.20
8.33
8.06
7.77
Bouillon
3.21
3.06
3.03
3.00
2.91
Rfg Fresh Soup
0.38
0.34
0.31
0.57
1.26
Frozen Soup
0.49
0.55
0.59
0.64
0.64
Total
100.00
100.00
100.00
100.00
100.00
28
Overall Top Ranking
1. Campbell Soup Co
2. General Mills
3. Unilever
4. Maruchan Inc
5. Nissin Food USA
6. ConAgra Inc
7. Del Monte Foods
8. HJ Heinz Co
9. Country Gourmet Food
10. Bear Creek Country Kitchens
11. Hormel Foods
12. Health Valley Natural Foods
13. Private Label
14. All Others
* In terms of revenues and market share
29
CVS DRUG STORE
________________________________
1st shelf…
Campbell’s basic soups
Price Range: $1.99
________________________________
2nd
shelf
Campbell’s Select and Chunky
Price Range: $2.98
________________________________
3rd
shelf
Progress
Price Range: $2.50-3.00
________________________________
4th
shelf
Progresso and Campbell’s To-Go
Price Range: $1.99-$2.19
________________________________
5th
shelf…
Maruchan
Price Range: $2/1.00-.99
______________________________
C U R R E N T S H E L F - P L A C E M E N T S
30
C U R R E N T S H E L F - P L A C E M E N T S
WALGREEN
__________________________
1st shelf
Progresso and Campbell’s
Price Range: $1.00-3.00
________________________________
2nd
shelf
Maruchan, Campbell’s, & Healthy
Choice
Price Range: $4/1.00 or .29 $1.00-3.00
________________________________
3rd
shelf
Kraft & Chef Boyardee
Price Range: $1.00-2.50
________________________________
4th
shelf
Maruchan, Thai Kitchen, Simply Asia
Price Range: $2/2.00 or 1.19-2.29
___________________________________
31
C U R R E N T S H E L F - P L A C E M E N T S
RITE AID
________________________________
1st shelf
Campbell’s basic and to-go soups
Price Range: $1.29-1.99
________________________________
2nd
shelf
Campbell’s Select and Chunky
Price Range: $1.89-3.19
________________________________
3rd
shelf
Progresso
Price Range: $2.59
________________________________
4th
shelf
Top Ramen
Price Range: $8/ .96 or .25 ($1.19-
1.79)
________________________________
5th
shelf
Nissin Cup Noodles
Price Range: $.50
32
S W
O T
Strength compared to the Competition
�Inexpensive
�Easy-to-make
�With the 1958 launch of the Chicken Ramen, the world’s first instant Noodles, Nissin has pioneered several innovative food
concepts, such as the Ramen Cup, which has given them a significant, first-mover advantages.
�The company has effectively leveraged its pioneering status by taking an active role in the overall instant food industry, which
gives it substantial publicity part from lending it lobbying power. For instance, Nissan has founded the Instant Food Industry
Association and the International Ramen Manufacturers Association, which gives a blueprint for fair competition and product
quality. Nissin also runs a ramen museum in Japan, showcasing the history and other aspect of instant noodle making.
�Financial Performance….Nissin processes a sound financial structure, characterized by a mostly debt-free balance sheet and strong
cash flow protection. It procures most of its ingredients and materials from low-cost overseas markets, which help it maintain a
competitive cost position.
33
S W
O T
Weakness compared to the Competition
� Not as widely distributed
� Low shelf spaces
� Not as visible
� Often confused with Maruchan
� Not advertised enough
Opportunities
�More advertising
�More prominent shelf space
�More innovating packaging design
Threats
� Other convenient products
� Soups competition
� Ramen competition
34
T R E N D S I N T H E M A R K E T
In the Soup M
arket
�Prices have risen in the last few years in the soup market due to rising cost of gas needed to transport them from one place to
another was well as rising cost in agricultural ingredients, such as corn, peas, and other vegetables.
�More consumers are looking for healthier alternatives so, many brands are creating/packaging their soups with less sodium and
more vegetables, low carbs, and organic ingredients.
�There is a demand for flavor enhancement and easy to prepare ingredients, contrasting and complex yet familiar favors.
�Consumers want a variety in flavor. Different styles of soup under one brand.
� ��� I.e. Campbell’s Chunky, Select, …
�Consumers also look for modified, convenient; more portable containers, easier to open lids, sipable, or microwaveable soups.
� ��� 49% consider either “microwavable” or “quick”
� ��� I.e. Campbell’s “Hands on the go”
� ��� More innovative packaging.
In the Soup Category
�Cause-brand alliances, such as well-known causes, improves perception of brands
�Because it can be cooked quickly and is easy to transport, Instant Ramen makes the ideal food material for international
disaster relief and aid work.
35
W H E N D O C O N S U M E R S C O N S U M E ?
By Season
� ��� During cold winter months, varies by region.
� ��� Restaurant patrons order and consume more soup during the spring and fall months than they do during winter.
� ��� Summer has the lowest rate of soup consumption.
Time of day
� ��� As main course for lunch
� ��� Late afternoon
� ��� As side dish with dinner or as base ingredient of the main course
Illness
� ��� Sipping warm soup can clear sinuses due to the steam ventilating into the nasal passages, serving as a natural decongestant,
which could relieve cold and flu symptoms.
Weight
� ��� Watching/attempting to lose weight
36
[1] Target Market
Personality…
…………37
Likes/Dislikes…………38
Technology…
…………39
Cash Capital…………..40
Eating Habits……….…
41
Dinning Out…………...44
Trends………………....46
B U L L ’ S E Y E
37
P E R S O N A L I T I E S . . . W
H O A R E M I L L E N N I A L S ?
�Generation born between 1980 and 2000
�Also known as the Echo-Boomers, Generation Y, Teens, or Tweens.
�75 million in pop.
�Celebrate diversity, optimistic/realistic, inventive, individualistic, rewrite the rules, killer
lifestyle, irrelevance of institution, Internet, assume technology, multitasks, nurtured.
�High performance and high maintenance. They believe in their own self-worth.
�They set the new trends in style, fashion, music, and most importantly food.
�Typically team-oriented, banding together to date and socialize rather then pairing off.
They’re good multitasked, having juggled sports, school, and social interested. They
acknowledge and respect positions and titles and want a relationship with their boss
�By 2010, Millennials will outnumber both Baby Boomers and Gen-X.
�They are Tech Savvy with the increasing number of media channels: internet, instant
messaging, email, social networks, chatrooms, ipods, cellphones, MP3 players, P2P
network works, video games…
�College age Millennials are mobile and independent
�Elementary, secondary and high school population are still reliant on food prepared at
home
38
W H A T M A K E S E M ’ T I C K ?
Likes……… multimedia mashup, free content, telecommuting
Dislikes……mass-marketing, beaten paths, office space culture
Hobbies……Goggling, social networking, supporting a cause
Hangouts…..Mypsace, Second life, Face book, Mom and Dad’s place
Wallet……… $1 trillion at their disposal
Millennials represent 25% of buying power in the US economy
Habits……… do most of their shopping online, this generation is learning spending and
saving habits now
Trends………Americans are becoming more ethnically diverse
Active
Subcultures…Latino, Hispanic
Education……Millennials are facing a much higher education cost then their predecessors
39
A T W
E L V E - Y E A R - O L D C O U L D D O I T . . .
Connecting to the Net Generation: What higher education professionals need to know about today's
students, NASPA; First edition (March 29, 2007) Reynol Junco and Jeanna Mastrodicasa
Survey of 7,705 college students in US
�97% own a computer
�94% own a cellphone
�76% use Instant Messaging
�15% of IM users are logged on 24 hours a day/7 days a week
�28% own a blog and 44% read blogs
�49% download music using P2P file sharing
�75% of college students have a face book account
�60% owns some type of portable music/video device like ipods.
40
C A S H C A P I T A L
“Generation Y…spends about $13-
27 billion annually, only 10+% of
those dollars are directed towards,
food, mostly soft drinks, snacks,
cookies, confections, and fast food.
However, kids exert significant
influence on spending across
virtually all food categories, epically
cereals, main meal item
s, and
snacks.”
“Here comes the Millennials!”
Leslie Skarra, Carol Cronk, and Audrey Nelson.
Money
�College bound students are either paying for everything themselves and have
no money to spend on expensive food. They are living off of ramen and other
cheap, quick food sources. Or their parents are paying for everything and they
have an expendable income.
�College bound students are always in a hurry and need a quick food source
�18-25 year olds that do not attend college, live on their own and are living pay
check to pay check.
�This generation is learning the spending and saving habits now.
Who buys the food for the young Millennials?
�Purchasing/List writing is done by the mothers of the Millennials
�Women are more prone to seek and compare, imagine and envision,
enjoys spending time shopping and enjoy the experience
�They also enjoy taste, texture sampling, aromas, color, sounds bites, etc.
�Reference: “W
hy we buy: Science of shopping”
41
M I L L E N N I A L E A T I N G H A B I T S [ 1 ] 2 3
Who ……..The percentage of working women has gone up from 43.3% in 1980
to 63.6% in 2005. A survey by National Pork Producers Council
reported that almost three-quarters (72%) of teenagers help at least
once a week with meal preparation out of which 17% make the entire
meal, 20% prepare just the main dish, 31% fix side dishes, and 36%
indulge in grocery shopping.
What …….Indulging in exotic foods from childhood, today's children are savvy,
confident and opinionated about what they will eat.
75% of kids have friends of different race or ethnic origin.
For urban teens, these ethnic foods are often authentic versions.
A wide range of foods are accepted and expected.
It is not unusual for different family members to eat different foods at
the same meal.
42
M I L L E N N I A L E A T I N G H A B I T S 1 [ 2 ] 3
When …
….Older segment of the Millennial generations do not have a set meal time.
They do not eat traditional food during traditional meals.
Younger segment likes to eat snacks throughout the day.
75% of kids eat with their parents on a regular basis
There is no longer a fixed time for dinner.
Dinners are prepared between 4 and 7 p.m. however, dinner can expand to
10 p.m. due to activity-entrenched families and separate eating times.
Where …
….W
ork School and at home.
Why …
….The most popular foods are often the basics that can be easily customized:
pasta, baked potatoes, chicken and salads. Parents are willing to oblige the
customization requests as they strive for fewer dinnertime battles.
Millennials help with food preparation because procuring and preparing food/
meals helps kids feel independent.
43
Types of meal consumptions:
3% “Gourmet”
18% Traditional meat and potatoes
home-cooked meals
18% Take-out
61% Microwavable/quick cook
meals
M I L L E N N I A L E A T I N G H A B I T S 1 2 [ 3 ]
How …
….To go - More than half of the time, people are eating Campbell's soup in
microwavable cups or bowls outside the home. We are extracting that Ramen
consumption would follow a similar pattern.
In-home - Kids are capable, confident and creative around food. Even kids
who say they don't care about cooking are comfortable in the kitchen
preparing convenience-oriented foods. When asked where they learned to
cook, many said "
on the
box.
"
Type …
……..Bre
akf
ast
…“M
illennials would prefer to have breakfast foods available all
day and may not necessarily eat those foods during the morning breakfast
hours”
Lunch
…“Lunch is more hectic, so Millennials grab what they can on the go.
They tend to look for fast, portable foods in the afternoon.”
Din
ner
…“Supper and late-night snacking choice are often driven by social
activities. Millennials are attracted to places that provide value, choice, and
a hang-out atmosphere.”
44
D I N I N G O U T [ 1 ] 2
When Millennials dine out, they do so for social occasions, meal times, and snacking purposes. The restaurants they choose
are places where they could celebrate, meet up with people, and re-energize. “Their goal is to fill-up, re-fuel, or satisfy a
specific craving.”
“M
ille
nnia
ls w
ant a c
om
fort
able
pla
ce w
her
e th
ey c
an c
onnec
t w
ith thei
r fr
iends and fam
ily.
They
see
k an e
nvi
ronm
ent w
her
e th
ey
can share
, re
ceiv
e good v
alu
es, and c
ust
om
ize
thei
r fo
od c
hoic
e.”
Types of restaurants Millennials often travel to.
1
Cool, hip dining environments: They anticipate exciting menu options, interesting
décor, lots of choices and a relax environment.
2
Casual dining: they look for a comfortable place to spend a weeknight or weekend
where they can kick back and watch the game or have a few drinks with their meal.
3
Nice, expensive establishment: they expect friendly customer service, gourmet
select and small portions when they spurge and treat themselves.
45
D I N I N G O U T 1 [ 2 ]
Three requirements that Millennials look for…
value, cool factor, and convenience.
Value……….. “Typically, Millennials are on a budget. Therefore, they want the most bang for their buck. They
look for places that serve big portions or smaller inexpensive plates. They like variety, but they value large
portions.
They feel most satisfied when they leave feeling full. Coupons, specials, and all-you-can-eat features
attract a good population of Millennials.”
Cool factor…
.“Millennials go to restaurants that are popular with others their age. They look for places that have age-
appropriate music, a modern environment, and a unique atmosphere where they can kick back with
friends.
Convenience.. “Anything that’s open when they’re looking to eat is a must. Millennials love the night life and often seek
to end their evenings snacking with friends.”
Source: New American Deimensions Qualitive Reaserch 12/06
46
C U R R E N T T R E N D S B A S E D O N M I L L E N N I A L S N E E D S A N D A T T I T U D E S
Flavor…
… Tang attributes a significant sales increase to three new flavors: Fruit Frenzy, Orange Uproar and Berry Panic.
Color…
…..Heinz has new "kid" ketchup in green and red varieties in a new, more squeezable, "kid-ergonomic" package.
Cheetos Mystery Colorz Snacks is a cheesy, neon orange product that magically turns your tongue either blue
or green when eaten.
Edgy
Attitude…. RC Edge has extra caffeine, is cobalt blue and contains Indian ginseng and taurine, an energy boosting amino
acid. Red Bull is a beverage in a unique slender can that boosts energy due to its caffeine content.
Form…….. Kraft Polly-O Twisterellas are individually wrapped, twisted strings of tasty cheddar and mozzarella cheeses.
Polly-O, the spokes-parrot says it's "an excellent source of calcium!" Yoplait Go-Gurt Portable Yogurt comes
in squeezable tubes rather than cups for portability. Flavors include Watermelon Meltdown, Berry Blue Blast
and Chill Out Cherry.
Image…....Yoplait Expresse is a more "adult" or "sophisticated" version of Go-Gurt. AriZona Green Tea with ginseng and
honey comes in single-serve boxes and one-gallon containers. Both products are displayed adjacent to
similar Hi C products in the store.
Promotion
Ideas……. Bagel Bites' growth over the last two years is credited to tween-oriented ads on WB, MTV and Fox networks featuring
world champion skateboarder Tony Hawk and a contest. Kellogg's offers SchoolPop.com with a secret code in specially
marked boxes, which kids use when they log on to EetAndErn.com. They can "trade points for stuff" on the website.
47
L I G H T B U L B !
48
Brand Idea… A satisfying and convenient meal that is extremely affordable and versatile…
49
C U R R E N T A D V E R T I S I N G L A N D S C A P E
Pre-teen.…
………………………….........TV, Print emphasizing snack and cereal foods, granola bars, pop-tarts, rice
treats
Teenager/College………………………..snack food and power foods, muscle and energy supplements. Little
attention is
paid to health, this is generally something the mother looks after. Coupons
appear in materials directed towards buyer, not in as for younger
audiences.
How to advertise to Millennials? …
…..Place ads in odd place. (Campbell soup advertising on parking meters)
Coupons on the back of recipes.
Add controversy or entertainment to the message
(Coca-cola hired movie director to film commercials)
Mascots help build brand awareness
Non-traditional media.
50
[1] Geographic
Where Top Ramen would advertise.
[2] Supermarket packaged deal
Cart Ads……………53
Floor Media………..54
Co-Branding/
Recipe Stickers……55
[3] Internet Web banners
[4] Google W
ords
[5] New W
ebsite
[6] Placement
Television……………59
Anime Convention… 60
M E D I A S I G H T I N G S
51
Kroger, Wal-Mart, Food Lion and
Winn-Dixie are store chains located
around/in the U.S. that have more
than $2 million plus in sales.
Having the most foot-traffic, these
chains were chosen as premium
location in which to advertise our
product.
G E O G R A P H Y
�Blue…
..Kroger (660 and 517)
�Orange…
…Wal-Mart (374)
�Pink……Food Lion/Del Haize
America Inc. (88)
�Green…..Win-Dixie (374)
52
S U P E R - M A R K E T R A N K I N G
53
Period Run: April 2009
Ad Length or Size: 7 ½ ” x 5 ”
Audience/ Circulation
Nationwide, supermarket media reaches
an audience of 167 million Americans,
who on average spends about 11.5 hours
per month in the store.
Reach or coverage
Food Lion Supermarkets reaches 10
million consumers per week
Kroger Supermarket reaches 110
millions consumers per week
4 week reach/frequency
Food Lion 10 million x 4 =
40 millions consumers
Kroger 110 million x 4 =
440 million consumers
Budget
$800 per store for a four week cycle.
Begin with 35 grocery carts in each
target market.
Test Market
( # 88 of stores ) Food Lions.
Total = $70, 400 + Labor cost
( # 212 of stores ) Kroger.
Total = $169,600 + Labor cost
S H O P P I N G C A R T S
Media Outlet
Shopping carts in local grocery stores or chains in which Top Ramen is sold.
Media Objective/Goal
1.To reach the target audience during the period of highest buying decision.
2.Increase the market-share by 30 %.
3.To become the market leader in the Ramen Category.
Media Rationale
1.Millennials hate being mass marketed to. They have TiVo to skip through commercials,
banner blocking software, and many other ways to get around advertising. By having ads
located on the grocery carts, ads would be less intrusive and more subliminal. The message
you’re trying to convey will get seen repeatedly, and will sink in the consciousness of the
consumer.
2. Grocery cart ads get the message seen by 80% of the people that live within a 5 mile
radius of the grocery store. They get seen at an average of 2-3 times weekly. No other media
has this kind of reach and frequency for the reasonable rate for ads.
54
Run Period: Nov. 2008
Category exclusivity is provided in a
four-week cycle. Most floor ad
campaigns revolve around the holidays
and seasons. An ad for a Top Ramen
recipe, for example might work for the
weeks leading up to Thanksgiving in
November or through the cold, winter
months, when consumers are looking to
buy something to warm their bellies.
Length or Size
4 square foot Ad ( 2 x 2 )
Audience/ Circulation
According to News American
Marketing, the avg. audiences is 17.8
millions household. and the avg. grocery
store reaches 2,300 to 8,000 shoppers
per week, depending on the store.
Floor Ads are usually placed after
retailers agree to give the company
creating the advertisements, the right to
sell the floor space for a slice of the
profit from the ad.
F L O O R M E D I A
Media Outlet
Floor Media in grocery stores that carry Top Ramen
Media Objective/Goal
1.To get consumers at the-point-of-sale to purchase Top Ramen.
2. To increase volume sales of Top Ramen by 10%.
3. To increase brand awareness.
Media Rationale
1.According to Point-of-Purchase Advertising International and the Advertising Research
Foundation, the avg. impressions of a floor advertisement is about 6,000 each week. Point-
of-purchase sales generated for products increased range from +2 to +65 percent and
impacts of sales for promoted products increased from 12 to 18 percent.
2. 71 % of brand purchase decisions are made at the grocery store, so floor ads also serves
to increase
brand
awareness.
55
C O - B R A N D I N G / R E C I P E S T I C K - O N S
Run Period: August 1, 2008
Length or Size
1 to 2 inch, small three page fold.
Audience/ Circulation
The Target Market will include all
four grocery chains: Kroger, Wal-
Mart, Food Lion, and Winn-Dixie
Reach or coverage
The stickers will be attached to 3
million products which includes the
new design packages of Top Ramen,
Frozen Vegetables, Salad packages,
and on tubs of Coleslaws.
Test Market
Food Lion
Wal-Mart
Winn-Dixie
Kroger
Media Outlet
Grocery Stores / Frozen Veg.
Media Objective/Goal
1.To show consumers that Top Ramen can be versatile in many ways.
2.Top Ramen will co-brand with products such as frozen vegetables (Green Giant) to
salads.
3.In-packaged recipe books will also allow consumers to view new ways in which Top
Ramen can be used, such as making Top Ramen pizza.
4.The Media recipe stickers will send consumers to Top Ramen’s new website and
encourage them to join a new community of ramen lover who have recipes to share.
Media Rationale
1.Co-Branding with other products gives Top Ramen a more versatile range in promotion
around the store, more movement, and diverse placement.
2.Co-Branding with other products will offset some of the advertising cost.
3.Co-Branding with other products will attract new consumers who maybe be familiar with
that product, but not necessarily familiar with Top Ramen.
Co-Branding
1.Salads
2.Cole Slaw
3.Frozen Veggies
56
W E B B A N N E R S
Run Period
Sep 1, 2008- Sep 1, 2009
Audience
Media Outlet:
FaceBook, My Space, Food Network.com, Yahoo, hotmail, gmail.
Media Objective/Goal
1.To attract a larger crowd of Millennials.
Media Rationale
1.Facebook is effective because of its large access to Millennials. The market is already
segmented in such a way that the target can be reached to an exact point. It is a social network
as well as an advertising medium which serves as a dynamic for brand loyalists and those who
may seek the brand due to their friend’s opinion on the site. People on the site are allowed to
leave comments and have the ability to communicate directly with the brand itself.
2. Food Network had in recent years become the number one food cooking site as well as
main source for food recipes, advice, and an integral component association with this brand’s
promise. People trust this site and the name even sparks creativity in the viewers’ kitchens and
self empowerment in their lives, linking them inexorably to the Food Network’s outstanding
on-air properties. We want the Millennials to be creatively inspired by this brand to associate
creativity with the hundreds of available top ramen recipes.
3. Yahoo serves as a one stop internet source in email, weather, driving directions, shopping,
search etc. We want people to see Top Ramen’s advertisements and be reminded of the brand
when they go about their usually internet inquiries.
57
Run Period
Purchased of Google words depends
on the total clicks brought.
Words will be brought starting
August 1, 2008-Sep 30, 2008.
Length or Size
Estimated ad position, the top three.
Audience/ Circulation
Millions world wide.
Reach or coverage
Millions of viewers, majority of the
Millennial generation.
G O O G L E W O R D S
Media Outlet:
Google.com
Media Objective/Goal
1.To pop up in the top three leads when consumers search for certain words.
2.To attract a larger segment of the Millennial generation.
Media Rationale
1.Google is one of the world’s most used search engines as well as one of the world’s top
advertising medium. Millennials can be reached in this medium though the search engine as
well as the email pages through “gmail”. Google search is a way to not only bringd about
word associations with the Yop Ramen brand, but actively include Top Ramen in word
searches about its competition, recipes, and easy inexpensive meal options. Top Ramen
comes to mind when certain words and connotations are used by the Millennials.
Selected W
ords:
Cold
Rem
edie
s…..: statistic shows that people often consume soup when they’re under the
weather. We want consumers to think of Top Ramen as an alternative to Campbell’s chicken
noodle soup.
Noodle
s………….: We want to make sure we’re in the top three leads when consumers
choose this word in their search.
Chea
p q
uic
k M
eals……………: For the college Millennials looking for a way to save money
Quic
k and E
asy
Mea
ls: For the working Millennials who have no time to make an extensive
meal.
58
B R A N D N E W
W E B S I T E
What Logo W
orks would do…
�15 + pages
�Custom home pages
�Unique, sub page
�Design concepts 3 +
�Revision rounds 3
�Photo add -ons
�External links
�Voiceovers
�E-commerce
�Flash
�Copy
Run Period: August 1, 2008
Length or Size: Brand New Website
Audience/ Circulation: N/A
Reach or coverage: N/A
4 week reach/frequency: N/A
Logo W
orks design fee: $2,500
Media Outlet
Web
Media Objective/Goal
1.To give the Top Ramen Brand it’s very own website where consumers can share their
ramen recipes.
2.To give the Top Ramen Brand a new, cool, attitude to attract the merging Millennial
generation.
3.To give Millennials who love the Top Ramen Brand a place to find others to share their
enthusiasm.
Media Rationale
1.Market place gap for the ramen category: A brand of ramen with a cool and fun attitude.
By creating a new website, it would provide Top Ramen with a new brand personality and
give consumers a good experience they can associate with.
Design Firm
Logo Works…
will re-design the new Top Ramen website to highlight the new package, new
character, new recipe, and new flash video.
59
Run Period: September 2008
Length or Size: 30 minute episode.
T E L E V I S I O N P L A C E M E N T
Media Outlet
Top Chef
Media Objective/Goal
1.To increase Top Ramen Brand Awareness.
2.To show Top Ramen’s versatilities in different recipes.
Media Rationale
1.Top Chef is a competition show where some of the best chefs in the U.S. get together to
cook. They compete for the title of "Top Chef," as well as receive money to open their own
restaurant. During the first half of the show, they do a segment called a "quick fire
challenge." They are given 30 minutes to take an ingredient or specific ingredients that are
commonplace and come up with a small dish that is better than the item(s) they started out
with. Our idea is to have Top Chef use Top Ramen as the ingredient for a quick fire
challenge, thus giving better recognition to the brand name aside from Maruchan as well as
show dishes that can be made out of Top Ramen.
60
Run Period
Otakon………..August 8-10 2008
(Baltimore, MD)
Anime Expo……July 4-7 2009
(Southern, CA)
Ad Length or Size
Booth Space 10 x 10
Audience/ Circulation
In 2006...
Anim
e Expo
40,647 total * / 32, 930 paid*
Otakon
Est. 32,902 total / 22,302 paid
* Total attendance refers to total number of
attendances including paid attendees, guests,
staff, dealers, and anyone else with a badge.
* Paid attendance refers to the number of
people who paid to get in the door.
Reach or coverage
Anime Expo…population 40, 647 for a
four day convention
Otakon……….population 32,902 for a
three day convention
A N I M E C O N V E N T I O N
Media Outlet
Vending Booth of New Top Ramen Packages
Media Objective/Goal
1.To reach the target audience who are already familiar with ramen, but not necessarily
familiar with the Top Ramen Brand.
2.To create an euphoria for the brand, to link it with an enjoyable experience, that also
links Top Ramen to the culture where it originated from.
3.To introduce the new package design
Media Rationale
1.Anime-fanatic Millennials are already familiar with the ramen category because of
having grown up with it or having been expose to it due to the Japanese animation culture.
Millennials who are anime fans has been described as “cult-like, fanatical, knowledgeable,
ravenous--and they buy.” Art dealers and vendors who do business in the dealer’s hall
describe the exhibit hall as “the Oklahoma land rush with credit cards.”
61
T I K I ’ S D E B U T
62
SUPER-M
ARKET CART ADVERTISING
Budget
$800 per store for a four week cycle.
Begin with 35 grocery carts in each target market.
Test Market
( 88 stores ) Food Lions. Total = $70, 400
( 212 stores ) Kroger. Total = $169,600
(300 stores total)
--------------------------------------------------------------
$240,000 + 100, 000 (Includes additional labor cost)
---------------------------------------------------------------
Total budget for cart ads: $ 340,000
Run Period: The Month of April 2009
SUPER-M
ARKET FLOOR ADVERTISING
Budget
$500 per store for a 4 week cycle.
4 Square foot Ad (2 X 2)
Test Market
( 274 stores) Win-Dixie. Total = $137,000
(126 stores) Kroger. Total = $63,000
(400 stores total)
----------------------------------------------------------------
$ 200, 000 + $100,000 (includes additional labor cost)
----------------------------------------------------------------
Total budget for Cart ads: $300, 000
Run Period: The Month of November 2008
T I K I ’ S A P P E R A N C E F E E
63
CO-BRANDING / RECIPE STICKERS
Budget
$. 08 to print / $ .25 to attached.
Begin with 3 million packages which includes the new Top
Ramen package and co-brands with Frozen Vegetable, Salad,
and Coleslaw.
Test Market
Food Lion
Winn-Dixie
Wal-Mart
Kroger
--------------------------------------------------------------
$530,000 for all 3 million packages
---------------------------------------------------------------
Total budget for recipe stick-ons: $ 530,000
Run Period: August 2008.
T I K I ’ S A P P E R A N C E F E E
WEBSITE BANNERS
Budget
Test Market
My space
Foodnetwork
Gmail
Hotmail
Yahoo
--------------------------------------------------------------
Total budget spent for Website banners: $550,000
--------------------------------------------------------------
Run Period: September 1, 2008-September 1, 2009
64
T I K I ’ S A P P E R A N C E F E E
NEW WEBSITE
Budget
Design Firm: Logo Works.
Total: $2,500
Run Period: August 1, 2008
_______________
TELEVISIO
N PLACEMENTS
Budget
Top Chef: 30 min. episode
Total: $50,000
Run Period: September 2008
GOOGLE W
ORDS
Budget
Estimated ad position 1-3 /
estimated avg. CPC (cost per click)
Words selected
Cold remedies $1.00 per click (total click brought: 150,000)
Price: $150,000
Noodles $0.53 per click (total click brought: 300,000)
Price: $ 159,000
Cheap quick meals $0.93 per click. (total brought: 100,000)
Price: $93,000
Fast and quick meals $0.05 per click (total brought: 150,000)
Price: $7,500
Quick and easy $0.75 per click (total brought: 200,000)
Price: $150,000
-----------------------------------------------------------
Total: $559,500
65
T I K I ’ S A P P E R A N C E F E E
ANIM
E CONVENTIO
N
Otakon…………. Baltimore, MD
Hotel, Sheraton Baltimore City Center Hotel, 3 blocks from
convention center,
Departed on 8.6.06 at 6:30 am, arrive 5:15 pm. Return 8.11.08
Total cost for roundtrip airfare, hotel, car rental, $ 4, 332.
Company will provide company credit card to buy food.
Booth: $1,000 + $300 shipping material
Workers pay : $ 2, 880.
-------------------------------------------------------------------------
Total: $5,300. 00
Anime Expo………….Southern, CA
Workers pay $1, 440.
Hotel cost: $ 1,540
Car travel: Company SVU, $240 on gas
Material Shipping cost: $200
Booth: $800
-------------------------------------------------------------------------
Total: $ 4,220. 00
All together: $9, 520.00
66
CART ADVERTISEMENTS: $ 340,000
FLOOR ADVERTISEMENT: $ 300,000
RECIPE STICK-ONS: $ 530,000
WEBSITE BANNER: $ 550,000
GOOGLE W
ORDS: $ 559, 500
NEW W
EBSITE: $ 2,500
TELEVISION: TOP CHEF: $50,000
ANIME CONVENTION: $9,520
AGENCY FEE: $600,000
____________________________________________
TOTAL $ 2, 941, 520
N E W
T O T A L
67
C R E A T I V E S
68
C R E A T I V E B R I E F 4. 28. 08
1) Why does Top Ramen need to advertise?
What pro
ble
ms nee
d to b
e so
lved
?
�Consumers generally do not differentiate between Maruchan and Nissin Ramen.
�Maruchan is more readily available than Top Ramen
�Top Ramen’s market-share is not as strong as it could be.
2) What needs to be accomplished?
�Consumers should be able to remember and select the Top Ramen brand over their competitors
�Consumers should feel that Top Ramen can be the base for a healthy meal
�Consumers should be aware of the versatility of Top Ramen
3) What do we know about our target market?
�Millennial generation
�18-35 of age who live single
�Want a quick fix meals, because of their busy lives
�Budget conscious
�Millennials want a variety of meals
�Millennials seek healthy meals
�Millennials are interested in ethnic food variety
4) What's the single most important thing we want to say?
B
rand Idea
�That Top Ramen is a versatile and satisfying food that is also affordable and easy to prepare
69
5) What are the supporting rational and emotional ‘reasons to act or believe?’
W
hy
should
the
consu
mer
bel
ieve
this
mes
sage?
�A modern and fun package will grab the attention of consumers
�A more memorable brand identity will help consumers remember which brand they prefer
�Top Ramen consumers will form communities around sharing recipes, supporting its position as a versatile food
6) Mandatory elements, helpful inform
ation & insights:
B
rand p
erso
nality
�Consumers are familiar with the current packaging colors for various flavors and the Nissin and Top Ramen logo needs to be
included. The Top Ramen logo should be redesigned to feel more modern.
7) What is the best context for this message?
�We believe messaging the versatility of Top Ramen in the grocery store near complementary ingredients will be highly
effective because Millennials enjoy preparing meals with various ingredient that are easy and convenient
�We believe that building a community around sharing Top Ramen recipes will strengthen the brand position of being a
versatile product and will lead to consumers preference of the Top Ramen brand when shopping the soup aisle.
Budget:
1 yr plan = $3 million
70
C R E A T I V E S :: L O G O
71
C R E A T I V E S :: P A C K A G E S ( F R O N T )
72
C R E A T I V E S :: P A C K A G E S ( B A C K )
73
C R E A T I V E S :: S H O P P I N G C A R T A D
74
C R E A T I V E S :: S H O P P I N G C A R T A D
75
C R E A T I V E S :: F L O O R A D
76
C R E A T I V E S :: C O - B R A N D I N G / R E C I P E S T I C K - O N S
77
W E B S I T E B A N N E R S
78
C R E A T I V E S :: N E W
W
E B S I T E
79
C R E A T I V E S :: N E W
W
E B S I T E
80
S O U R C E S
---F
ood in H
isto
ry, M
aguel
onne
Touss
ain
t-Sam
at, tra
nsl
ate
d b
y Anth
ea B
ell [N
ew Y
ork
] 1992 (p. 177)
---F
ood in the
Anci
ent W
orl
d fro
m A
to Z
, Andre
w D
alb
y [R
outled
ge:
London]
2003 (p. 307)
---h
ttp://w
ww.foodtim
elin
e.org
/foodso
ups.htm
l
---e
n.w
ikip
edia
.org
/wik
i/Soup
---A
n A
-Z o
f Food a
nd D
rink,
John A
yto [O
xford
Univ
ersi
ty P
ress
:Oxf
ord
] 2002 (p. 316)
---O
xford
Com
panio
n to F
ood, Ala
n D
avi
dso
n [O
xford
Univ
ersi
ty P
ress
:Oxf
ord
] 1999 (p. 735)
---h
ttp://w
ww.k
onza
k.co
m/r
am
en/r
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his
t.htm
l
---h
ttp://w
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/english
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icle
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gt0
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/Mic
roSites
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ls/?
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id=
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htm
---h
ttp://w
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81
S O U R C E S
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---h
ttp://w
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l/403
---h
ttp://w
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edia
life
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/new
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---h
ttp://fin
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/id/4
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---h
ttp://w
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/wp-d
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onte
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---h
ttp://w
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et.h
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x?l=
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---h
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pace
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/index
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?fu
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=265646709
---h
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---h
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---h
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---h
ttp://w
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ipes
---h
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/ram
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en h
om
epage
82
S O U R C E S
---h
ttp://w
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etre
searc
h.c
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---h
ttp://w
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e.ca
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usi
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/Mille
nnia
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tm
---h
ttp://w
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m/C
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---h
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onse
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ream
/123456789/7
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---h
ttp://p
rofile
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pace
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?fu
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use
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---h
ttp://n
oodle
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om
/info
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---h
ttp://w
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m/n
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ts/e
xtra
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---h
ttp://im
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nttalk
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/?m
=200802
---h
ttp://w
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ast
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/naru
to.c
om
---N
. H
owe
& W
. Str
auss
, M
ille
nnia
ls R
isin
g: The
Nex
t G
reat G
ener
ation, Vin
tage
Books
, N.Y
., 2
000.
C. Cro
nk
& A
. Nel
son, G
en Y
--H
ow D
o T
hey
Eat?
Im
mer
sion inte
rvie
ws, 2
001, Food &
Mark
etpla
ce Insi
ghts
, M
innea
polis, u
npublish
ed.
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