Ready to Make Noodles (1)

8/3/2019 Ready to Make Noodles (1)

1/21

READY TO MAKEREADY TO MAKE

NOODLESNOODLES

Parth Gandhi

Kapish Agrawal

Sandeep Bhatt

Pratik Dighe


2/21

Industry OverviewIndustry Overview

The instant noodles sector in the country is currently at

around 1,300 crore (US $288 million) .

Growing at around 15% to 20% annually.

India consumes a little less than 90,000 tones of noodles

every year.

Leading Brand in this sector is Maggi with around 70% of

market share.


3/21

Industry OverviewIndustry Overview

SOME OF THE MAJOR COMPANIES PRODUCING READY TO

MAKE NOODLES IN INDIA:

Nestle (Maggi) Nissin (Top Ramen)

Capital Foods Ltd (Chings Secret)

Hindustan Unilever (Knorr)

ITC (Sunfeast)


4/21

Secondary data ReferencesSecondary data References

http://www.business-standard.com/india/news/kitinstant-

noodles-market-in-india/400299/

http://articles.economictimes.indiatimes.com/2011-03-16/news/28698081_1_instant-noodles-market-cg-foods-wai-

wai

http://www.todayseconomics.in/news.php?newsid=46


5/21

Objective of ResearchObjective of Research

To conduct a study on existing Ready to make Noodle Brands

and analyze its Market share and visibility for a launch of new

Product.

Sub Objective -

To provide a value buy for customers in terms of pricing,

quality and quantity.


6/21

Research MethodologyResearch Methodology

Sample Size 200

Demographics

Gender (Male & Female both)

Age Group ( 5 yrs 30 yrs and above) Various Income Groups

Questionnaires were sent to 200 respondents in hard copy.

Target Audience

General Public Questionnaire Filled by People.

Analysis based on the responses.


7/21

Opportunity MatrixOpportunity Matrix

Importance SatisfactionOpportunity Score

(I + ( I S ))

Quality 4.02 3.7 4.34

Taste 4.25 3.89 4.61* Highest

Availability 3.763.74

3.78Price 3.71 3.47 3.95

Quantity 3.64 3.18 4.1

Advertisement 3.18 2.85 3.51

Packaging 3.58 3.37 3.79

Variety in Flavours 3.77 3.11 4.43

As per the Opportunity Matrix, we can position our brand on

parameter TASTE because its the highest score.


8/21

Top Of Mind AwarenessTop Of Mind Awareness

Brand of ready to make noodles - Top Of Mind Awareness 1

Frequency Percent Valid Percent

Maggi136 68 68

Knorr soupy Noodles28 14 14

Top-Ramens

19 9.5 9.5

Chings10 5 5

Sunfeast7 3.5 3.5

Total200 100 100


9/21

Top Of Mind AwarenessTop Of Mind Awareness

Analysis:

Maggi has highest

Brand awareness

among all

ready-to-make

noodles.


10/21

Flavour PreferredFlavour Preferred

Flavours

masala noodles

vegetables

ckicken

else

missing

Analysis:

Masala noodles-68.9

Vegetables-13.2

Chicken-12.6

Else-2.6

Missing-2.6


11/21

It taste best with?It taste best with?

0

5

10

15

20

2530

35

40

45

Tastes

Tastes

Analysis:

Majority of people

eat noodleswith chilled cold

drink


12/21

What Features are liked most?

No. of Likes

Colour 65

Font 35

Design 69*

Logo 39

Character 58

Likes

Colour

Font

Design

Logo

Character

Analysis:Design is liked by majority of the people among all features of

packaging.


13/21

Consumers RankingConsumers Ranking

Hence, Maggi Ranked 1 and is most preferred brand in Ready

to Make noodles.

BRAN

DS RAN

KS PreferredF

irst by peoplein %

Maggi 1 77

Top Raman 2 17.5

Chings 3 6.5

Sun Feast Yippee 5 20

Knorr Soupy Noodles 4 9.5


14/21

Ho: Frequency Of Consumption Is Independent Of Age OfCustomer.

H1:Frequency Of Consumption Is Dependent Of Age Of

Customer.

Sigma 0.000 < 0.050Reject Ho, Accept H1.

Hence frequency of consumption is dependent on age of

customer.

Analysis:

Consumption of ready to make noodles is dependent on age

of the customer

Dependency using Chi SquareDependency using Chi Square


15/21

AGEAGE VVs CONSUMPTIONs CONSUMPTION

Age

5-12years 13-19years 20-30years above Total4 5 9

% of Total 0 0 2.7 3.37 6.1

Thrice a week Count 3 0 6 0 9

% of Total 2.02 0 4.05 0 6.1

Twice a week Count 0 4 42 7 53

% of Total 0 2.7 28.37 4.72 35.8

once a week Count 0 6 64 7 77

% of Total 0 4.05 43.24 4.72 52

Total Count 3 10 116 19 148

How Often You Have Noodles? * Age Crosstabulation

Daily


16/21

[Buying Place Vs Income of Consumer] Ho: From Where Do You Buy Is Independent On The Income

Of The Customer.

H1:From Where Do You Buy Is Dependent On The Income Of

The Customer.Sigma 0.013 < 0.050

Reject Ho, Accept H1.

Hence, From Where Do You Buy Is Dependent On The Income

Of The Customer.

Analysis:

From Where Do You Buy Is Dependent On The Income Of

The Customer.

Dependency using Chi SquareDependency using Chi Square


17/21

Income Vs Buying Place

Income

150000-200000 200000-

250000

250000-

300000

above

300000

Kirana count14 31 17 45

% of Total31.11111111 6.666667 37.77778 13.33333

Other

Place Count3 0 2 0

% of Total6.666666667 0 4.444444 0

Departme

ntal Count17 13 23 30

% of Total37.77777778 6.666667 42.22222 13.33333


18/21

Strategies to position new BrandStrategies to position new Brand

As seen in Opportunity Matrix, we can position our brand on

parameter TASTE, since, its the highest score.

Highest consumer preference was for Masala Noodles flavour,hence, we would position our brand with Masala Noodles

Flavour.

It tastes best with Cold drinks hence we can position our newbrand with Chilled Cold Drink.


19/21


From Chi square analysis, Frequency of consumption is

dependent on Age of Customer and 116 responses came from

20 30 years age group customers, hence target age group

will be 20 30 years customers.

Highest brand awareness among consumers is for Maggi,

hence our main competitor would be Maggi.

More than 100 customers buy from Kirana and approx 80

prefer to buy from Departmental stores, hence our product

needs to be made available in both Kirana and Departmental

stores.


20/21


Design is liked by majority of the people among all features of

packaging, hence we would stress more on Design of

packaging.

Finally, when we have set all parameters to launch our new

ready to make noodles product, we would name it FATAK

NOODLES which will mean it can be cooked more quickly than

Maggi (2 minutes).

Keeping these stats and analysis, we would launch our

product in the market.


21/21

THANK YOU

Documents

Ready to Make Noodles (1)