Ramen Noodle Fall

2012Tomokazu Harada

Total

Demographic Attributes

Importance of Demographic Attributes

Attributes       Importance

Number of Persons       86.6

Household Composition     80.4

Age of Oldest Child       50.5

Age and Presence of Children     48.3

Marital Status of Head of Household   20.9

Age of Head of Household     14.5

Race of Head of Household     12.3

Number of Vehicles in Household     10.0

Education of Head of Household     5.8

Occupation of Head of Household     5.4

Household Income       2.1

Housing Tenure       1.1

Nissin

Maruchan

Nong Shim

Thai Kitchen

Category Role Ad Hoc Base

ITEM $ (000)

DOLLAR SHARE

ITEM BUYERS

(000)

ITEM PENETRA

TION

ITEM $ PER ITEM

BUYER

ITEM TRIPS

PER ITEM BUYER

ITEM $ PER ITEM

TRIP

ITEM UNITS

PER ITEM TRIP

N=RAW BUYERS

PURCHASE CYCLE

(IN ELAPSED

DAYS)

% REPEAT BUYERS

(% 2+ TIME

BUYERS)

LOYALTY (SHARE

OF $ REQ.)

% ITEM $ ON DEAL

% DOLLARS

WITH MANUFAC

TURER COUPON

TOTAL U.S. 31,340.3 100.0 7,940.7 6.8 4.0 1.8 2.2 1.5 3,569.0 71.2 32.7 100.0 11.4 0.2WEST SOUTH CENTRAL 4,353.4 100.0 1,118.5 8.6 3.9 1.9 2.0 1.3 485.0 72.0 40.7 100.0 2.7 0.0TOTAL U.S. 2,119.3 6.8 502.5 0.4 4.2 1.1 3.8 1.5 268.0 62.7 8.0 96.9 22.2 2.5WEST SOUTH CENTRAL NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 501.6 1.6 237.9 0.2 2.1 1.7 1.3 6.4 110.0 72.5 24.0 89.8 23.8 0.0WEST SOUTH CENTRAL NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 27,838.2 88.8 6,959.4 6.0 4.0 1.8 2.2 1.3 3,068.0 71.7 34.9 99.2 10.5 0.0WEST SOUTH CENTRAL 4,225.3 97.1 1,063.4 8.2 4.0 2.0 2.0 1.2 455.0 72.8 41.3 100.0 2.7 0.0TOTAL U.S. 19,025.8 3.7 7,359.2 6.3 2.6 1.8 1.5 5.1 3,238.0 68.9 35.6 22.9 31.0 0.1WEST SOUTH CENTRAL 846.3 1.9 499.8 3.9 1.7 1.7 1.0 5.0 255.0 64.0 35.6 18.6 33.3 0.0TOTAL U.S. 835.6 0.2 266.7 0.2 3.1 2.5 1.2 2.7 130.0 38.6 32.2 19.6 11.9 0.0WEST SOUTH CENTRAL NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 1,591.4 0.3 709.5 0.6 2.2 1.6 1.4 4.6 367.0 61.5 25.5 17.3 10.5 0.3WEST SOUTH CENTRAL 337.6 0.8 172.2 1.3 2.0 1.8 1.1 4.8 94.0 64.4 21.8 13.6 9.1 0.0

TOTAL HOUSEHOLDS - (BASE)

ORIENTAL FOODS- RAMEN NOODLES

ANNIE CHUN'S - ORIENTAL FOODS- RAMEN NOODLES

CTL BR - ORIENTAL FOODS- RAMEN NOODLES

UNION FOODS SMACK RAMEN - SOUP MIXES - DRY & BASES

TOP RAMEN - SOUP MIXES - DRY & BASES

UNION FOODS SMACK CUP RAMEN - SOUP MIXES - DRY & BASES

MARUCHAN - ORIENTAL FOODS- RAMEN NOODLES

Product SnapshotNission Top Noodle Maruchan Nong Shim Thai Kitchen

Demographic Variables   % Total $ Index % Total $ Index % Total $ Index % Total $ Index

Race of Head of Household                 White 64.6% 91 57.0% 80 33.9% 48 65.8% 93 Black 10.6% 92 18.1% 157 8.1% 71 12.8% 111 Hispanic 17.8% 155 18.2% 159 14.7% 128 11.1% 97 Asian 3.8% 100 4.4% 116 40.0% 1054 7.1% 186 Other 3.3% 140 2.3% 99 3.2% 137 3.3% 138Number of Persons                 1 Person 4.5% 17 11.0% 42 9.3% 36 23.3% 89 2 Persons 12.6% 39 18.3% 56 20.4% 63 39.4% 121 3 Persons 13.8% 82 19.4% 115 31.2% 185 10.4% 62 4 Persons 25.9% 186 21.9% 157 21.9% 158 19.9% 143 5+ Persons 43.2% 403 29.5% 275 17.2% 160 7.1% 66Age of Head of Household                 Age 18 - 24 3.0% 66 5.8% 130 5.2% 116 6.7% 148 Age 25 - 34 10.8% 69 19.8% 126 17.6% 111 23.7% 150 Age 35 - 44 41.9% 225 28.5% 153 22.9% 123 21.5% 115 Age 45 - 54 22.7% 107 24.2% 114 31.1% 147 20.0% 94 Age 55 - 64 15.0% 83 11.5% 64 15.3% 85 13.9% 77 Age 65 - 74 5.6% 48 6.3% 53 5.2% 45 7.5% 64 Age 75 or More 1.0% 10 4.0% 39 2.7% 26 6.9% 68Age and Presence of Children                 Age < 6 7.9% 92 8.5% 99 10.0% 117 7.8% 91 Age 6 - 17 51.3% 256 40.5% 202 32.9% 164 23.1% 115 Age < 6 & 6 - 17 12.9% 172 15.2% 202 9.7% 129 7.2% 95 No Children 27.9% 44 35.9% 56 47.4% 74 62.0% 97Education of Head of Household           Not a High School Graduate 29.0% 209 19.2% 138 9.2% 66 7.6% 54 High School Graduate 29.2% 107 32.1% 118 24.0% 88 16.0% 59 Some College 23.6% 84 29.1% 103 36.1% 128 30.5% 108 College Graduate 12.8% 72 12.6% 71 16.6% 93 22.7% 127 Post College Degree 5.5% 43 7.0% 55 14.2% 111 23.2% 182

Category Role

Store Audited

Store Location SKUs Unique SKUsWalmart 6th 11 4Harps Garland 19 1Target Fayetteville 1 0Marvin's IGA Lafayette 16 0Seoul Oriental Foods Fayetteville 29 23Complete Audit 76 28

Share of Display, Ramen NoodleManufacture WMT6 Facing Harps Facing Target Facing M.IGA Facing S.O.M FacingFun & Yum % of Total Sum         13.6%

% of Total N         17.2%N         5

Maruchan % of Total Sum 86.7% 57.4% 100.0% 58.1%  % of Total N 81.8% 42.1% 100.0% 43.8%  N 9 8 1 7  

Myojo % of Total Sum         3.0%% of Total N         3.4%N         1

Nissin % of Total Sum   29.6%   25.8%  % of Total N   21.1%   25.0%  N   4   4  

Nong Shim % of Total Sum 6.7%       25.8%% of Total N 9.1%       17.2%N 1       5

Ottogi % of Total Sum         4.5%% of Total N         3.4%N         1

Sam Yang % of Total Sum         24.2%% of Total N         27.6%N         8

Sapporo Ichiban % of Total Sum   5.6%     21.2%% of Total N   15.8%     24.1%N   3     7

Thai Kitchen % of Total Sum   7.4%   16.1%  % of Total N   21.1%   31.3%  N   4   5  

Thai President Foods Public Company Limited

% of Total Sum 6.7%       7.6%% of Total N 9.1%       6.9%N 1       2

Total % of Total Sum 100.0% 100.0% 100.0% 100.0% 100.0%% of Total N 100.0% 100.0% 100.0% 100.0% 100.0%N 11 19 1 16 29

Share of Gross Margin Dollars, Ramen

NoodleManufacture WMT6 GM$ Harps GM$ Target GM$ M.IGA GM$ S.O.M GM$Fun & Yum % of Total Sum         20.6%

N         5Maruchan % of Total Sum 64.1% 15.6% 100.0% 22.7%  

N 9 8 1 7  Myojo % of Total Sum         14.5%

N         1Nissin % of Total Sum   8.7%   13.0%  

N   4   4  Nong Shim % of Total Sum 19.9%       7.0%

N 1       5Ottogi % of Total Sum         1.7%

N         1Sam Yang % of Total Sum         41.5%

N         8Sapporo Ichiban

% of Total Sum   17.3%     6.7%N   3     7

Thai Kitchen % of Total Sum   58.4%   64.3%  N   4   5  

Thai President Foods Public Company Limited

% of Total Sum 16.0%       7.9%N 1

     2

Total % of Total Sum 100.0% 100.0% 100.0% 100.0% 100.0%N 11 19 1 16 29

Mean % Gross Margin, Ramen NoodleManufacture WMT6 GM% Harps GM% Target GM% M.IGA GM% S.O.M GM%Fun & Yum Mean         26.77%

N         5Maruchan Mean 25.00% 37.50% 55.88% 54.55%  

N 9 8 1 7  Myojo Mean         88.67%

N         1Nissin Mean   40.00%   54.55%  

N   4   4  Nong Shim Mean 14.29%       11.43%

N 1       5Ottogi Mean         14.55%

N         1Sam Yang Mean         32.98%

N         8Sapporo Ichiban

Mean   24.48%     8.84%N   3     7

Thai Kitchen Mean   64.16%   65.48%  N   4   5  

Thai President Foods Public Company Limited

Mean 26.05%       52.42%N 1

     2

Total Mean 24.12% 41.58% 55.88% 57.96% 24.99%N 11 19 1 16 29

Ramen Noodle Differentiation

1 store 2 stores 3 stores 4 stores 5 StoresFun & Yum 5 0 0 0 0 5 0.200Maruchan 5 2 4 1 0 12 0.417Myojo 1 0 0 0 0 1 0.200Nissin 0 4 0 0 0 4 0.400Nong Shim 4 1 0 0 0 5 0.240Ottogi 1 0 0 0 0 1 0.200Sam Yang 8 0 0 0 0 8 0.200Sapporo Ichiban 4 3 0 0 0 7 0.286Thai Kitchen 1 4 0 0 0 5 0.360Thai President Foods Public Company Limited

1 1 0 0 0 20.300

30 15 4 1 0 50 0.304

Stocking Rates

Manufacture

Total

Manufacture * Stores Crosstabulation

Total

Found in # Stores