Oodles of Noodles

Product Line

Category Flavor SKU Price (Tk.)

Stick BBQ, Tanduri Chicken, Egg, Chinese

180g, 300g 20, 38

Instant Masala, Chicken, BBQ, Tomyam

60g (Single pack, 4pcs, 8 pcs family pack)

16, 105

Instant (cup)

Chicken, Masala, Tomyam

65g, 40g 50, 40

Cook  Masala  400g 65

Industry InfoYear/ Category

Stick Growth %

Instant

Growth %

Cook Growth %

2011 120   160   N/A  2012 140 17% 256 60% N/A  2013 170 21% 340 28% 12  2014 208 22% 430 25% 18 50%

Market Scenario

Category Leader Follower ChallengerStick Cocola 40% Sajeeb,

KolsonBanoful, ACI

Instant Maggi 57% Pran, Mama Fu Wang, Cocola

Instant (cup)

Foreign Brands

Sajeeb  

Cook Cocola Sajeeb  

The Tasks• Increase brand awareness• Increase market share from 8% to 15% within 2

years• Establish that Y is a healthy, tasty, easy to cook and

very affordable substitute food item for regular consumption by anyone

• ATL and BTL plan with budget• 3 sets of communication for Stick, Cook and Instant

noodles categories with 3 distinct messages• Synergy among all categories and communication

under brand Y

Retail Audit

• In a market saturated with various brands of noodles, the less popular brands are offering CP to attract consumers

• Limited distribution of Y Cook Noodles• Low visibility of Y noodles, though some in

superstores for the cup noodles• Retailers not willing to stock PRAN Mr.

Noodles – “quality is not the same as before”; “no demand”

Price Comparison  Instant Cup

Sr No. Name Price

1 Sajeeb 50

2 Mama 135 & 105

3 Koka 105

4 IMee 120

5 Thai Choice 118

6 Mamee  

  Stick

Sr No. Name Price

1 Ifad 18

2 Kolson 18

3 Meridian 18 & 20

4 Sajeeb 18 & 20

5 ACI 18

  InstantSr No. Name Price  

1 Doodles 17  2 Mr. Noodles 17  3 Cocola 17  4 Mama 66 4pcs5 Maggi 66 4pcs6 Mr. Noodles 80 5pcs7 Fu Wang 60 4pcs8 Sajeeb 62 4pcs9 Cocola 60 4pcs

10 Doodles 66 4pcsPremium

Sr No. Name Price Pack1 Mr. Noodles 300 & 250 12pcs2 Mama 130 8pcs3 Fu Wang 140 8pcs4 Sajeeb 125 8pcs5 Kolson 125 8pcs6 Maggi 130 8pcs7 Doodles 130 8pcs8 Mr. Noodles 125 8pcs9 Ifad 90 6pcs

- Y Cup Noodles has price advantage over competition- In Instant family 4-pack category, Y is better off in terms of price compared to Maggi, Mama but Cocola offering Tk.2 less than Y- In Instant family 8-pack category, Y is better off in terms of price compared to Doodles, Maggi, Mama- Cocola Cook Noodles and Y Cook Noodles with 8 packs are priced the same – Tk.65

Retail Audit

A plethora of brands with attractive packaging

Retail Audit

A plethora of brands with attractive packaging

Retail Audit

Cup noodles foreign brands

Retail Audit

Cup noodles foreign brands

Retail Audit

Cup noodles foreign brands

Retail Audit

CP from PRAN Mr. Noodles

Retail Audit

CP from Ifad Eggy

Retail Audit

Retail Audit

Retail Audit

Contemporary graphics and fonts on competitor packaging

Retail Audit

High brand visibility and attractive packaging of Cocola

Retail Audit

Where noodles are stacked in a general store, it is important to create visibilitythrough packaging or alternate way of displaying the product.

Consumer Audit• Cocola and Maggi are the preferred Noodles brands• Other brands like Sajeeb “don’t taste as good”• Consumers have been eating Maggi and Cocola for a long time which

adds a reliability factor to these brands• If competitors have products with the same price in the market,

consumers will go for the brand they are familiar with• Most are not willing to experiment• Mama has made its way into the households due to its novelty in

taste that appeals to the adult TG• Maggi is mainly for kids• Taste, price and availability drive brand selection• Single serving is done with instant noodles; when more than a couple

of family members are served, stick noodles are preferred• A variety of brands in the same household to cater to self, children

and guests (lower priced FuWang and Sajeeb for family and guests)

Previous Communication of Y

• Y Tanduri Chicken Instant Noodles – notun kichu, notun shaad e

• Y Tanduri Chicken Noodles (family pack) – shaad e shera, pushti tey bhora

• Y Instant Cup Noodles – akhoni khao, mawja pao

Competitor Communication

• Maggi Noodles based on Nutrition platform– Vitamin A, Protein, Iodine fortified; darun mawja, darun pushti

• Cocola range TVC – manufacturing process, improved and better taste, consumption for snacks, tiffin, etc. ; Noodles maanei Cocola

• Mama Noodles – no more confusion – Mama Masala noodles for kids and Mama Hot n Spicy noodles for adults

• Doodles Instant Noodles- Healthy and tasty Doodles to tame hunger anytime; anytime Doodles time

• Doodles Stick Noodles – freedom from boring breakfast, tiffin, lunch, dinner; shaad er badhone

• Mr. Noodles – shey ki kung fu taste; chotpot ranna, jhotpot pushti; akdome different

Competitor Communication

Competitor Communication

Competitor Communication

Competitor Communication

Competitor Communication

Competitor Communication

Competitor Communication

Competitor Communication

Competitor Communication

Competitor Communication

SWOT Analysis of Y Noodles

Retail Suggestions

• Gondola under brand Y in superstores

• In general stores, increase brand visibility through innovative displays

Way ForwardDistinct positioning of Y Instant, Stick, and Cook Noodles

Y Positioning Platform TG environment

Stick Tasty and nutritious treat for family and guests

Modern homemaker, joint family, kids, frequent guests, fries noodles in oil and mixes veg to give an added flavor and taste

Cook Healthy, easy to cook noodles for regular consumption

Modern homemaker, kids, look for healthy everyday snacks for self and kids

Cup/instant

Quick, on-the-go snacks with different flavors

Adults, young adults, teens and tweens on the move, busy schedule, no time for elaborate snack preparation, need more than fillers to satisfy appetite

The 360-degree planTask ATL BTL Marketing/Sales

Increase brand awareness and visibility

TVC, TV pop-up in kids and women-based programsRDC

Retail POSMBranded snacks and noodles cartsBranded t-shirts and caps to cart ownersHoardings, shop signs

Increase MS from 8% to 15%

CP TVC, RDCFB page with Y Brigade details, regular recipes and contests

CP POSMY Brigade – team of delivery persons to home deliver only Y brands in select areas; tie up with the most popular general stores in the hood

CP to trigger off-take and trialTP to induce push salesDirect sales to institutions

Establish brand promise of healthy, tasty, affordable, easy to cook noodles

Endorsement from culinary expert – TV show, regular recipe column in lifestyle magazines and supplements

Wet sampling with culinary expertCampus and school activation with Y cup noodlesColony activation with stick and cook noodles – live demo and Y Snacks Contest among neighbors