indo nissin food ltd. agenda industry background company profile mds analysis conjoint analysis...
TRANSCRIPT
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Indo Nissin Food Ltd
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Agenda
Industry Background
Company Profile
MDS Analysis
Conjoint Analysis
Managerial Implications
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Industry Background
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Rs.1300 crore industry
Impressive growth of 15% annually
Major Players in the market• Nestle India Ltd.• Indo Nissin Foods Ltd.• Capital Foods Ltd.• CG Foods India Pvt. Ltd.
Instant Noodles Market in India
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59
9.6
8.2 6.2
4.3 Nestlé India Ltd.
Bambino Agro Industries ltd
Indo Nissin Foods ltd.
Capital foods ltd
CG Foods India Pvt Ltd
Market Share of Prominent Players
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GlaxoSmithKline’s (GSK) Horlicks Foodles
Hindustan Unilever’s (HUL) Knorr Soupy noodles
Big Bazaar’s Tasty Treat
Many local brands
New Entrants into the Market
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Increasing urbanization Rising demand for convenient food Pouch instant noodles were the fastest growing category
during 2009 ITC is speculated to launch its own instant noodles under the
Sunfeast brand. Manufacturers are now targeting the adult consumers Health and wellness wave in the market Increasing their reach in the rural markets
Market Trends
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Indo Nissin Foods Ltd.
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Principal Subsidiary of Nissin Food Products Company Ltd, world's leading producer of instant ramen noodles.
Incorporated in 1988
Company Profile
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TOP RAMEN
TOP RAMEN CURRY SMOODLES
CUP NOODLES
MUG SMOODLES
Products Offered
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1991 : It’s not noodles its smoodles
2002: Shifted positioning from ‘smoother noodle’ to ‘healthier noodle’
2003 : hot, fast and easy
2008 : little strands of happiness
Positioning Strategies
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For Top Ramen smoodles and Top ramen curry smoodles :
Children (when they started off)
For Cup noodles and mug smoodles : Adults in the age group of 16-35 yrs who are on
go.
Target Segments
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STAR
TOP RAMEN SMOODLES
QUESTION MARK
MUG SMOODLES
TOP RAMEN CURRY
SMOODLES
CASH COW
CUP NOODLES
DOG
BCG Matrix
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SECONDARY DATA ANALYSIS
BRAINSTORMING
FOCUS GROUP
MULTI DIMENSIONAL SCALING
CONJOINT ANALYSIS
Methodology
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Brainstorming & Focus Group Discussion
Attribute selection:
Final Attributes and Levels selected
Attribute
Levels
Flavor Make Package
Spicy Tarka Atta Packet
Tangy Tomato
Rice CUP
Cheese Onion
Maida Microwave
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MDS Output and Analysis
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Multi Dimensional Scaling
Multidimensional scaling is to find a representation of the objects in a low-dimensional space.
Used in information visualization for exploring similarities or dissimilarities in data.
Starts with a matrix of item–item similarities
Finally, assigns a location to each item in N-dimensional space
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MDS study
Objective of the study: To spot objects in Instant Noodles industry. Establish position of all players in the Instant Noodles market. To identify areas that Top Ramen can tap to increase its market share.
Methodology used:
Identified 13 attributes for the study (using brain storming & Focus Group Discussion) Questionnaire to establish similarities among the attributes Sample size:30
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MDS Output
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Observations
Respondents Associated Top Ramen instant Noodles with Masala, Hot garlic flavor.
Strong association of Top Ramen with Tomato flavor.
Strong association of Maggi with Atta make, Maida make and Masala flavor.
Associated Top Ramen more with Cup Noodles than Pouch Packets.
Association of all brands weak with Rice make and nutrition.
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Inferences
Top Ramen to focus more in Health and nutrition category.
It may also venture into noodles that are ‘Rice make’ since no player is distinctly established herein.
Tap the Atta make segment particularly in Health category.
Can bring more variations in tomato flavor for stronger association.
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Conjoint Analysis
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Study Design •19 card•12 card
Sample Selection •80 Respondents
Data Collection •Arranging Cards as per preference•Students & Research Scholars
Study Results •Data Validation & Further Analysis
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Data Validation
Initial Correlation less than 0.5
11 respondents violation more than 66.66% and maximum of it violating 100%
Violation removal
Respondent set decreased to 69
Average Correlation increased to 0.7
Average percentage of pairs violated went down to 17.4%.
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Distribution of Violations
Score Percent
0-5 73.9%
6-10 15.9%
11-15 2.9%
16-20 4.3%
21-25 2.9%
26-30 0.0%
Distribution of Violation
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N = 69
Flavor 36.48%
Tangy Tomato Cheese Onion Spicy Tarka
-6.109 -0.047 6.156
<18.650> <18.099> <20.187>
Make 37.59%
Rice Atta Maida
-6.59 6.049 0.541
<13.230> <13.856> <16.938>
Package 25.92%
Microwave noodle Cup Noodle Packet Noodle
-5.114 1.514 3.6
<14.599> <14.198> <14.777>
Attribute Importance & Utility Functions Performance
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Rice Maida Atta
-8
-6
-4
-2
0
2
4
6
8
-6.59
0.541
6.049
Importance = 37.59%Make
Make
Gro
up
Uti
lity
Make : Analysis
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Tangy Tomato
Cheese Onion Spicy Tarka
-8
-6
-4
-2
0
2
4
6
8
-6.109
-0.47
6.15599999999999
Importance = 36.48%
Flavor
Flavor
Gro
up
Uti
lity
Flavor : Analysis
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Microwave Noodle
Cup Noodle Packet Noodle
-6
-4
-2
0
2
4
6
-5.11399999999999
1.514
3.6
Importance = 25.92%
Package
Package
Gro
up
Uti
lity
Packaging : Analysis
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1 2 3 4 5 6 7 8 9 10 11 12 13 140
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
Segments
No. of Segments
Dis
tance
Segmentation : No. of Segments
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Benefit Segments
Cluster 1
(We want
Nutrition but
should be tasty)
Cluster 2
(We want
nutritional
noodles)
Cluster 3
(We want good
taste and
convenience)
Size of
cluster (%)
36.23% 34.78% 28.99%
Factors
Relative importance (%)
Flavor
29.8 21.64 45.23
Make
47.85 57.08 15.52
Package
22.35 21.28 39.25
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MAGGI CHINGS TOP RAMEN
Flavor Spicy Tarka Tangy Tomato Spicy Tarka
Make Maida Maida Atta
Package Packet Noodle Packet Noodle Packet Noodle
Market Share 24.64% 26.09% 49.28%
Simulation : Case 1 (Real Market Bases)
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Maggi CHINGS TOP RAMEN
Flavor Tangy Tomato Tangy Tomato Tangy Tomato
Make Maida Maida Atta
Package Cup Noodles Cup Noodles Cup Noodles
Market Share 19.81% 19.81% 60.19%
Simulation : Case 2 (Cup Noodles Segment)
Profile 1
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Maggi CHINGS TOP RAMEN
Flavor Tangy Tomato Tangy Tomato Cheese Onion
Make Maida Maida Maida
Package Cup Noodles Cup Noodles Cup Noodles
Market Share 19.51% 19.51% 60.87%
Profile 2
Simulation : Case 2 (Cup Noodles Segment)
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Maggi CHINGS TOP RAMEN
Flavor Spicy Tarka Spicy Tarka Spicy Tarka
Make Maida Maida Atta
Package Cup Noodles Cup Noodles Cup Noodles
Market Share 19.81% 19.81% 60.39%
Profile 3
Simulation : Case 2 (Cup Noodles Segment)
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Maggi CHINGS TOP RAMEN
Flavor Spicy Tarka Spicy Tarka
Tangy
Tomato
Make Maida Maida Maida
Package Cup Noodles Cup Noodles Cup Noodles
Market Share 31.8% 31.8% 36.23%
Simulation : Case 2 (Cup Noodles Segment)
Profile 4
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Maggi CHINGS TOP RAMEN
Flavor Spicy Tarka Spicy Tarka Spicy Tarka
Make Maida Maida Rice
Package Cup Noodles Cup Noodles Cup Noodles
Market Share 48.79% 34.3% 16.91%
Simulation : Case 2 (Cup Noodles Segment)
Profile 5
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Maggi CHINGS TOP RAMEN
FlavorTangy Tomato Tangy Tomato
Tangy Tomato
Make Maida Maida Atta
PackagePacket Noodles Packet Noodles
Packet Noodles
Market Share 19.81% 19.81% 60.39%
Simulation : Case 3 (Packet Noodles Segment)
Profile 1
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Maggi CHINGS TOP RAMEN
Flavor Tangy TomatoTangy Tomato Tangy Tomato
Make Maida Maida Rice
PackagePacket Noodles Packet Noodles
Packet Noodles
Market Share 31.16% 31.16% 37.68%
Profile 2
Simulation : Case 3 (Packet Noodles Segment)
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Maggi CHINGS TOP RAMEN
Flavor Spicy Tarka
Spicy Tarka Spicy Tarka
Make Maida Maida Rice
Package
Packet Noodles Packet Noodles
Packet Noodles
Market Share 31.16% 31.16% 37.68%
Profile 3
Simulation : Case 3 (Packet Noodles Segment)
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Maggi CHINGS TOP RAMEN
Flavor Spicy Tarka
Spicy Tarka Spicy Tarka
Make Maida Maida Atta
Package
Packet Noodles Packet Noodles
Packet Noodles
Market Share 19.81% 19.81% 60.39%
Profile 4
Simulation : Case 3 (Packet Noodles Segment)
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Maggi CHINGS TOP RAMEN
Flavor Spicy Tarka Spicy Tarka Cheese Onion
Make Maida Maida Maida
Package Packet Noodles Packet Noodles Packet Noodles
Market Share 30.68% 30.68% 38.65%
Profile 5
Simulation : Case 3 (Packet Noodles Segment)
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Maggi CHINGS TOP RAMEN
Flavor Spicy Tarka Spicy Tarka Spicy Tarka
Make Maida Maida Maida
Package
Packet Noodles Packet Noodles Microwave
Noodles
Market Share 29.23% 29.23% 41.55%
Simulation : Case 3 (Microwave Segment)
Profile 1
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Maggi CHINGS TOP RAMEN
Flavor Spicy Tarka
Spicy Tarka Spicy Tarka
Make Maida Maida Maida
Package
Cup Noodles Cup Noodles Microwave
Noodles
Market Share 28.99% 28.99% 42.03%
Simulation : Case 3 (Microwave Segment)
Profile 2
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Flavor Make Package
Tangy Tomato Atta CUP
Cheese Onion Maida CUP
Spicy Tarka Atta Cup
SUGGESTIONS : For Cup Packaging
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Flavor Make Package
Tangy Tomato Atta Packet Noodle
Spicy Tarka Atta Packet Noodle
SUGGESTIONS : For Packet Noodles
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Flavor Make Package Against
Spicy Tarka Maida Microwave Noodle Cup-Noodles
Spicy Tarka Maida Microwave Noodle Packet Noodles
SUGGESTIONS : For Microwave Noodles
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Thank You