Download - Integrated Marketing Communication-Foodles
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Integrated Marketing CommunicationHorlicks Foodles
Nandini SharmaAdnan Khan
Indrajeet RatnaparkhiKhyati Dhabalia
Avantika Sharma
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Noodle Industry: Brief History Noodles market is estimated at Rs.
1300 crores Maggi-80% share with 25% growth rate 1984-Early 2009• Maggi pioneered the category and
made Indians ‘like’ noodles.• Noodles became generic to Maggi.• Top Ramen (Indo Nissin) looked to be a
threat but died down.
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Noodle Industry: Brief History Late 2009-Now• Launch of Horlicks Foodles (GSK-
2009)• Launch of Knorr Soupy Noodles
(HUL)• Launch of Sunfeast Yippee (ITC)• Re-branding of Top Ramen (Saina
Nehwal)
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About the Product
Launched in 2009 Market penetration aim of 6-10% by
GSK Even after the launch in 2009
Foodles still remains in the introduction stage of the PLC
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Product Launch Plan: Foodles Launched in South India in 2009 Extended in East India in March 2010 Finally rolled out to the rest of India
by July 2010 First Year Sales: 32 Crores Market Share: 4% Consumer Insight behind the Launch:
“A mother does not want her kids to eat “Noodles
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Positioning ATTRIBUTE POSITIONING-(CLAIMS) 9 power vitamins nutritious grains like wheat, rice, corn, ragi.
BENEFIT POSITIONING-(VALUE POSITIONING) taller, sharper, smarter, funnier
USER POSITIONING- best for children and teenager.
COMPETITOR POSITIONING- foodles came with “noodles plus”. Maggi too went on with “taste bhi health bhi”
USE / APPLICATION POSITIONING- parties, hungry, pleasure
QUALITY / PRICE POSITIONING- provides vitamins , nutrients at a very low cost
of Rs 10
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Segmentation and Targetting
Segmentation: Upper middle class & middle class families with kids.
Demographics: Age 5 to 25 years. Geographical Targeting: Tier I, II & III
cities. Demographics: Age 5 to 25 years.
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Horlicks Brand in Conflict? Why launch Noodles under Horlicks
brand name? Will the brand extension not weaken
the equity of the mother brand Horlicks?
Implications of these are yet to be known
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Advertising: Awareness Initiatives Significant investments in advertisements have to
be made in order to compete with competitors like Maggi , Top ramen & Yeppie
The parent companies of these brands i.e, Nestle, ITC & Nissin have made high budget allocations in order to build brand equity in the Indian markets
Celebrity endorsements could make a major impact for the brand as they have done in cases like Maggi (Amitabh Bachhan), Top Ramen Curry (ShahRukh Khan)
We would recommend someone like Akshay Kumar or John Abraham as the Brand Ambassador
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Packaging – Current packaging compared to competitor
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Advertising: Direct Selling Bundling of Foodles with Horlicks for
better distribution and association of the brand with “Health”
POS promotions: presence of the product in different retail formats ranging from kirana stores to hyper markets
Significant shelve space needs to be acquired in order to compete with giants like Maggi
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Advertising: Sales Promotions & Trials
Demonstration stalls in malls and trade shows
Online contests on social networks like FB and Twitter
Sponsorships viaMoviesEvents like IPL
Tie-ups withAirlinesAmusement ParksCorporate Parks
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New Packaging for Foodles
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Print advertisement
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Estimated IMC Costing
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Thank you