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Introduction• Authentic chinese ingridients brand was
launched in 1996.• Key ingridients have been developed
through in-depth research into chinese food culture.
• Capital foods accounts for brands such as Top ramen,ching’s secret & sauces..
Introducing productType - Dried powdered healthy soups Flavours – Tomato , Manchow , Hot & sour , Sweet corn
and Mix veg
Introducing productSize• -Available in 50gm & 15gm pack Colour-planning to come up with attractive colourful
packets..!!! Packaging• -zip lock packed pouch
M.S for ching’s• Market segmentation for ching’s soups ,we
would mainly emphasis on Demographic segmentation & Psychographic segmentation.!
Demographic segmentation-Family size = easy to cook & serve-Age=all type of age group-Occupation=convinient for working people
M.S of ching’sPsychographic segmentationOn the basis of social status-middle class,lower middle class,upper class &
upper middle classOn the basis of life style-People with busy life styles ,health & fitness
conscious
Target Audience(Targeting)
• Target audience for ching’s soups would be all age group people i.e children , adults as well as oldies.
Children- (5 years & above)Adults-(18 years & above)Oldies-(50 years & above)
PositioningChing’s secret is positioned as real chinese,this
positioning is relevant for the brand because the brand is also present in instant food products like sauce,instant chinese mix etc..
The positioning as real chinese therefore strengths the core of the brand which is instant chinese food...!!!
Positioning Our positioning strategy would be –
‘’ Just in a minute experience the
authentic taste of china...!!! ‘’
Promotion• In order to beat other brands , we have
come up with goood promotion strategies that could help us in leading & positioning the symbol of taste & purity in the minds of customers...
AdvertisingSales promotion
Promotion Advertising• T.v ads (food food channel,star
plus,sony,zee tv,cartoon network )• Radio (98.3 & 93.5 fm)
PromotionSales promotion• 1 on 1 free for specific period.• Participation in exhibitions.• Free samples of 15gm with TOI
newspaper.• Feedback form along with ching’s
soup pack..
New product• Try our new range of product which we have
come up with Schezchow instant noodles soup..!! Soon we are coming in the market with the concept of noonion no garlic soups (for jains)
Conclusion• Initially we failed to promote our brand
though it is third largest selling soup across the world...
• We seek to lead the market winning the hearts of our customers with the authentic flavours of our product...!!!!