Noodle DoodleEKDUM TASTY EKDUM HEALTHY (REGION -BASED VARIATIONS OF THE TAG LINE, FULL – ON FOR SOUTH)

Product Line InnovationsOwing to the recent Maggi debacle people have already associated unhealthy lead levels with instant noodles. Therefore, for ND to offset this mind-set it is imperative that they offer some attractive variation when trying to draw customers to their product.

1. For the slight variation, I recommend that ND offer five noodle flavour mixes per region of India, NOT THE TYPICAL MASALA FLAVOUR of MAGGI and most other brands, rather regional flavours. For e.g., West could include flavours based on regional dishes of Goa, Maharashtra, and Gujarat – Mumbai Chaat, Ahmedabadi Namkeen, Goa Balchao).

By doing this, when people contemplate buying the product, they will spend little time on judging whether it has too much lead or not but rather they will focus on choosing which flavour they want.

1. Packaging could also include independent lab reports of the chemical composition of each component on the back titled “We care”.

Marketing Campaign

Noodle Doodle should pursue a marketing campaign with subconscious hints that focus on health. Considering the current outcry on instant noodles being unhealthy, they should position themselves as being a safe option, but not overstress the same. They should primarily focus on their taste and quality, while also sparing say roughly only 30% of promotion space on them being safe. (An underlying point here is sufficient focus should be taken away from the unsafe problem)

1. Joining India through flavours. (For example, Ads could show a Gujrati saying something like ‘Hoon pakki kacchi manas pan mala Mumbai chaat khubh aavad aahey)

2. Tying up with IPL and the like. (Chennai team players could each state their favourite flavours)

Brand BuildingWhile people are concerned about the safety of instant noodles, the fact remains that a majority of the target market still miss their noodles. Moreover, they are waiting for a safe option and a reason to have noodles again (the variation helps with the latter).

Brand building could stress on the Bharat Jhodo and We Care concept.