Noodles

1. Oodles of Noodles

2. 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

3. Industry Info
Year/
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%

4. Market Scenario
Category Leader Follower Challenger
Stick Cocola 40% Sajeeb, Kolson Banoful, ACI
Instant Maggi 57% Pran, Mama Fu Wang, Cocola
Instant (cup) Foreign Brands Sajeeb
Cook Cocola Sajeeb

5. 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

6. 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”

7. 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
Instant
Sr No. Name Price
1 Doodles 17
2 Mr. Noodles 17
3 Cocola 17
4 Mama 66 4pcs
5 Maggi 66 4pcs
6 Mr. Noodles 80 5pcs
7 Fu Wang 60 4pcs
8 Sajeeb 62 4pcs
9 Cocola 60 4pcs
10 Doodles 66 4pcs
Premium
Sr No. Name Price Pack
1 Mr. Noodles 300 & 250 12pcs
2 Mama 130 8pcs
3 Fu Wang 140 8pcs
4 Sajeeb 125 8pcs
5 Kolson 125 8pcs
6 Maggi 130 8pcs
7 Doodles 130 8pcs
8 Mr. Noodles 125 8pcs
9 Ifad 90 6pcs
- Y Cup Noodles has price advantage over competition
- In Instant family4-pack category, Y is better off in terms of price compared to Maggi, Mama but
Cocola offeringTk.2 less than Y
- In Instant family8-pack category, Y is better off in terms of price compared to Doodles, Maggi,
Mama
- Cocola CookNoodles and YCook Noodles with 8 packs are priced thesame– Tk.65

8. Retail Audit
A plethora of brands with attractive packaging

9. Retail Audit
A plethora of brands with attractive packaging

10. Retail Audit
Cup noodles foreign brands

11. Retail Audit
Cup noodles foreign brands

12. Retail Audit
Cup noodles foreign brands

13. Retail Audit
CP from PRAN Mr. Noodles

14. Retail Audit
CP from Ifad Eggy

15. Retail Audit

16. Retail Audit

17. Retail Audit
Contemporary graphics and fonts on competitor packaging

18. Retail Audit
High brand visibility and attractive packaging of Cocola

19. Retail Audit
Where noodles are stacked in a general store, it is important to create visibility
through packaging or alternate way of displaying the product.

20. 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)

22. 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

23. 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

24. Competitor Communication

25. Competitor Communication

26. Competitor Communication

27. Competitor Communication

28. Competitor Communication

29. Competitor Communication

30. Competitor Communication

31. Competitor Communication

32. Competitor Communication

33. Competitor Communication

34. SWOT Analysis of Y Noodles

35. Retail Suggestions
• Gondola under brand Y in superstores
• In general stores, increase brand visibility through innovative
displays

36. Way Forward
Distinct positioning of Y Instant, Stick, and Cook Noodles
Y Positioning Platform TG environment
Stick Tasty and nutritioustreat for family
and guests
Modern homemaker, joint family, kids, frequent
guests, fries noodlesin 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, teensand tweens on the
move, busy schedule, no time for elaborate snack
preparation, need more than fillers to satisfy
appetite

37. The 360-degree plan
Task ATL BTL Marketing/Sales
Increase brand
awareness and
visibility
TVC, TV pop-up in kids and women-
based programs
RDC
Retail POSM
Branded snacks and noodles carts
Branded t-shirts and caps to cart owners
Hoardings, shop signs
Increase MS from 8%
to 15%
CP TVC, RDC
FB page with Y Brigade details, regular
recipes and contests
CP POSM
Y Brigade – team of delivery persons tohome deliver
only Y brands in select areas; tie up with the most
popular general stores in the hood
CP to trigger off-take and trial
TP to induce push sales
Direct 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 expert
Campus and school activation with Y cup noodles
Colony activation with stick and cook noodles – live
demo and Y Snacks Contest among neighbors