Mr. noodles

Mr. Noodles: Evaluation of Current Marketing Strategy & Crafting a Champion Marketing Strategy

OBJECTIVE

Evaluate the market of Instant Noodles in Bangladesh

Find out the consumer perception about Mr. Noodles

Analyze current marketing strategy of Mr. Noodles

Propose a more suitable marketing strategy

RATIONALE

Fast growing sector

Intensive competition

Newer in the market

THE PRODUCT

Instant noodles

brand

2011Launched

5flavors

THE COMPANY: PRAN

Program for Rural Advancement Nationally

Since 1981 200 Products

Countries 11.12%Revenue growth

70

NOODLES MARKET STRUCTURE

M501: Marketing Theory & PracticesInstitute of Business Administration, University of Dhaka

55%

45%

Instant noodle Air dried stick noodles

INSTANT NOODLES MARKET

316Million (BDT)

40%Industry growth

Market Leader

MARKET SHARE IN INSTANT NOODLES SEGMENT

Mr.

Noodles

38%

Maggi53%

Knorr

5%

Others4%

MARKET SEGMENTATION


Geographic

• Metropolis

• Urban

• Semi-urban

• Rural

Demographic

• Age

• Social class

Psychographic

• Kids (Age and mindset)

• Adults

TARGET MARKET

Metropoli

tan

Urban Semi-

urban

Rural

Upper

Upper-middle

Middle

KIDS

Core

7-12 years

MOTHERS

Decision maker

25-40 years

EXISTING MARKET POSITION


Market Follower 38%

MAGGI Controversy 60%

PRICING STRATEGY

Mixed Pricing Strategy

• Cost-based• Competition-based

Assess cost

Assess going rate

Set a lower price

Less volatile

PRICING STRATEGY

Pack

size

Single

(40

gm)

Single

(62

gm)

4pc 5pc 8pc 12pc 14pc

Mr.

Noodl

es

10 17 40

(40gm)

65

(62gm)

80 125 185 250

Maggi 10 18 66 (62

gm)

- 130 190 -

Distribution Strategy

Local Sub-divisional distribution

center

District center

Retailer

Distribution Strategy

Foreign

Factory in INDIA

India, Qatar, Oman, UAE Australia

PLC

IMC STRATEGY

Making a good brand

awareness

Fostering better

relationship with customers

Increasing the market share.

OBJECTIVES

MARKETING COMMUNICATION MIX

ADVERTISING

Theme of TVC Tagline

Yummy taste

No tagline

Easy Instant noodles

Celebrating a

family occasion

SALES PROMOTION

Sponsorship and cross border advertising

Sponsorship

Kids show

Cooking show

Advertising through Indian

channels

TVC

Title sponsor

PUSH

Less focus

PULL

More appropriate

PUSH Vs. PULL

Particulars Amount

Sales TK. 120 million

Marketing Budget

TK. 4.8 million

BUDGETING

4%

MEDIA SCHEDULING

Say: Nutritiou

s and Delicious

Confirm: Inconsistent and incohere

nce

Undesired Brand Integrity

Do: Emphasize more on extra things

CONSISTENCY TRAIANGLE

62%

16.20%14%

3.00%

Poor Quality Lack of Locus Annoying Jingle Lengthy

PROBLEMS WITH CURRENT STRATEGY

Response to the TVC

PROBLEMS WITH CURRENT STRATEGY

Brand awareness100%

85.50%76%

65.50% 63.60%

Maggi Cocola Mr. Noodles Knorr Fu-wang

Competitor Landscape

Maggi Knorr Doodles

Cocola MAMAFu-

wang

IFAD Eggy

Kolson

CRAFTING A CHAMPION STRATEGY

Objectives

Defining the market positioning

Increasing the brand awareness

Increase the market share by

10%

Becoming the first choice of the consumers

PRODUCT-IMPROVE

Improvement of Tastemaker

Packaging color

R &DTest marketing

Unique color code Similar color for

each flavor

Quality Taste46%65%

Similar to competitors

PRODUCT-NEW

Cup Noodles Low fat variant

Target young adults

Less competition

Product differentiation

Subject to R&D

PRICEMr. Noodles Cup Noodles

BDT 50 Lowest price in the market

Suggested price BDT 48

PLACE

Shelf display

Food cart

Cafeteria Eatery

AUDIENCE FOCUSED

Focus on the target market

Kids and Mothers

Young adults

Weight watchers

DESIGNING THE MESSAGE

Delivering message

Convince customers

“Why would customers want the product?”

RATIONAL + EMOTIONAL

Consistency

Single Tagline

Taste HealthEasy to cook

COHERENCE

themetime1 6

months

Review

PROMOTION MIX

ATL

BTL

Increase brand awareness

Stimulate sales

ATL

TVC

• Story-line

• Nutrition facts

• Multiple consumption

Print

• Kids magazine

• Feature pages

• Interactive quiz & competition

Social

• Interactive

• Review option

• Low cost

TVC Print Social

BTL

Announce presence with

MR. NOODLES MASCOT

Continue with Keepsakes

One campaign at a time

Participative keepsakes

MEASURING RESULTS

Marketing ROI

POS Consumer survey

THANK YOU