Integrated Marketing CommunicationHorlicks Foodles

Nandini SharmaAdnan Khan

Indrajeet RatnaparkhiKhyati Dhabalia

Avantika Sharma

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.

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)

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

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

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

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.

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

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

Packaging – Current packaging compared to competitor

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

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

New Packaging for Foodles

Print advertisement

Estimated IMC Costing

Thank you