HUL Relaunch

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 Cr- 1800 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/JND2. Irrelevant Product Concepts3. Poor Timing of Launch of a Product4. Omission of Cultural Dimensions5. Benefits of The Brand Not Communicated Clearly6. 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

Geographic

Indian

Urban People

Semi Urban People

Rural

Demographic

Occupation-: Housewives/WP

Family Life Cycle- Single, Married,

with Kids

Upward Moving ,Middle

class

Annual Income INR 1,20,000

Behavioral (Urban)

Health Conscious

User Rate-Heavy

Loyalty Status- Hard Core

Buyer Readiness Stage- Informed

Behavioral( Rural)

Temporal Snack

User Rate-Medium/Light

Loyalty Status-Shifting

Buyer Readiness Stage- Aware/ Intend to Buy

Psychographic

Hard Pressed for Time

Healthy, Fun and Easy to Cook

Snack (Urban)

Temporal Snack (Rural)

Institutional

Restaurants

Canteens

Food Joints

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-: “Healthy rehne ka tasty tarika”• Eliminate Brand Extension from Knorr

Focus on Kid & Mom Relationship where mom is just not the host for kids 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 Convenience 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)

in.RS

MRP 20 5 10 40 50

Distributor Margin @10% 2 0.5 1 4 5

Balance 18 4.5 9 36 45

Retailer Margin@10% 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

COGS 14.58 3.645 7.29 29.16 36.45

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

• 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)

• Packaging

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

• 360 Degree Marketing Campaign

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 ChotuConvenientStandardFamilyFestival

510204050

31.57.50.250.10

151515105

60 Cr

2. Tomato Chatpata ChotuConvenientStandardFamilyFestival

510204050

20.50.250.1250.10

105555

30Cr

3. Chicken Masala ChotuConvenientStandardFamilyFestival

510204050

0.40.30.150.1250.04

23352

15Cr

4. Chinese Chow ChotuConvenientStandardFamilyFestival

510204050

10.30.150.050.04

53322

15Cr

Total Revenue=120 CR

• 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 PlanPresent Sales Figure 36000000

Target sales 120000000

Month Monthly Target(UNITS) Quaterly Target(UNITS)

April 40 Lakh

1 Cr

May 30 Lakh

June 30 Lakh

July 80 Lakh

3 Cr

August 1 Cr

September 1.2 Cr

October 1.5 Cr

5 Cr

November 1.6 Cr

December 1.9 Cr

January 1.4 Cr

3 Cr

February 1 Cr

March 60 Lakh

• Sales Target-: Acquire 4% of Market Share in the Year of Launch

Thank You!