PRESENTED BY :- DEEPTI MODI GOWTHAM G. KRISHNA LUCKY

NINOUSHKA RAVI TEJA SANKA ZEBA GULZAR

5

8

14

11

6

4

13

9

15

1012

3INTRODUCTION

DID YOU KNOW

TOP RAMEN V/S MAGGIE

BRAND COMMUNICATION

BRAND POSITIONING

MARKET DEVELOPMENT

PRODUCT DEVELOPMENT

MARKET PENETRATION

COMPANY FOUNDER

BRANDING STRATEGY

SUGGESTIONS

HISTORY CONTENTS

BRAND TOP RAMEN

COMPANY INDO NISSIN

AGENCY DENTSU

TARGET GROUP HEALTH SEEKING FAMILIES

USP VITAMINS

PLUS ENERGY HEALTH

NOODLES

PRODUCT CATEGORYNOODLES

INTRODUCTION

Started back in 1948

Created to feed the masses in the aftermath of World War II

Started in India in 1988, joint ventured with Brooke Bond India Ltd.

Agreement broke-off in 1998

Started distributing the products through Marico industries

In 2008, the alliance was mutually called-off

HISTORY

COMPANY FOUNDER

i

Japanese inventor and businessman, founded Nissin Food Products Co, Ltd.

Known as the inventor of instant and cup noodles.

Invented noodles on August 25, 1958 by trial error

BRANDING STRATEGY

BRANDING STRATEGYADVANTAGE DISADVANTAGE

Retailersshelves

Differentiated feature

Negative impact on the company's brand

strength

Cannibalizing sales

Effectively using brand-switchers

Wrong Target group

MARKET PENETRATION STRATEGY

• It’s not a noodles, it’s a Smoodles.

• Cup noodles that need not be 

cooked.

•Name based flavor as 

“Macho Masala" instead of just “Masala”.

•pocket friendly noodles at Rs 9. 

PRODUCT DEVELOPMENTDeveloping a new category of cup-noodles in Indian market.

It is ready to eat just after adding hot water into it.

Top Ramen is also credited with the launch of curry-noodles in India.

Adding five different flavor's to instant noodles.

Introducing it into various pack sizes

Presence in China Brazil, Germany, Hong Kong, India, Japan, Mexico and Thailand

Present worldwide

Target group- Adults & Health-seeking families

Worldwide presence of product through 29 plants in 11 countries

MARKET DEVELOPMENT STRATEGY

BRAND POSITIONING

“Don't be a noodle, be a smoodle” evolved as the base line for the brand

Dramatizing energy personality

Portrayed as healthy and energetic

The New Mascot ”Top Boy”

Targeted adults

BRAND COMMUNICATIONProudly boasting a funky English Tag line "Don't be a noodle, be a smoodle“.

The “the jungle book” ad portrayed fun, action and emotion.

communicated to people with a new tag line “Be the Champion”, and a new mascot, the Top Boy.

Saina Nehwal as the brand ambassador.

TOP RAMEN V/S MAGGIE

Launched 10 years after Maggie Launched calling itself Smoodles

and got a strong foothold! Made a mistake by targeting

adults Macho Masala Distribution problems

Promoted itself as a snack

Target group- kids

No brand ambassador

Umbrella branding

Strong distribution channel

SWOT ANALYSISSTRENGTHS

OPPORTUNITIES

THREATS

WEAKNESSES

• Instant caught attention in market and lots of company came into market

• Intense and increasing competition

• Align sale with marketing partners globally

• Cost reduction by restructuring production system

• Tough competition from other brands

• Limited market share• Marketing in other

countries not efficient

• High-speed instant noodle production lines

• Lower distribution costs • Worldwide presence• Continuously proposing new product

based on technical breakthrough

S wTO

DID YOU KNOW ???• Luxury item• Justin Timberlake's unintentional

advertisement

• China-best consumer• Best invention by japan

• First noodle in world• First noodle ever consumed in

space

SUGGESTIONS

Improvedistribution

channel

Use digital media for promotion

Target kids

Increase visibility

REFERENCES1

2

3

4

5

6

http://socioline.ru/files/5/283/kotler_keller_-_marketing_management_14th_edition.pdf

http://fujiminiisland.blogspot.jp/2012/10/Ramen-Noodles-Momofuku-Ando.html

http://www.samyangfood.co.kr/brand/brand_history.asp

http://news.bbc.co.uk/1/hi/world/asia-pacific/1067506.stm

http://www.nissinfoods.com/company/about.php

http://www.instantramen.or.jp/english/index.html

MARKET PENETRATION STRATEGY

• It’s not a noodles, it’s a Smoodles.

• Cup noodles that need not be 

cooked.

•Name based flavor as 

“Macho Masala" instead of just “Masala”.

•pocket friendly noodles at Rs 9.