ramen noodle fall 2012
DESCRIPTION
Ramen Noodle Fall 2012. Tomokazu Harada. Total. Demographic Attributes. Nissin . Maruchan. Nong Shim. Thai Kitchen. Category Role Ad Hoc Base. Product Snapshot. Category Role. Store Audited. Share of Gross Margin Dollars, Ramen Noodle. Mean % Gross Margin, Ramen Noodle. - PowerPoint PPT PresentationTRANSCRIPT
Ramen Noodle Fall
2012Tomokazu Harada
Total
Demographic Attributes
Importance of Demographic Attributes
Attributes Importance
Number of Persons 86.6
Household Composition 80.4
Age of Oldest Child 50.5
Age and Presence of Children 48.3
Marital Status of Head of Household 20.9
Age of Head of Household 14.5
Race of Head of Household 12.3
Number of Vehicles in Household 10.0
Education of Head of Household 5.8
Occupation of Head of Household 5.4
Household Income 2.1
Housing Tenure 1.1
Nissin
Maruchan
Nong Shim
Thai Kitchen
Category Role Ad Hoc Base
ITEM $ (000)
DOLLAR SHARE
ITEM BUYERS
(000)
ITEM PENETRA
TION
ITEM $ PER ITEM
BUYER
ITEM TRIPS
PER ITEM BUYER
ITEM $ PER ITEM
TRIP
ITEM UNITS
PER ITEM TRIP
N=RAW BUYERS
PURCHASE CYCLE
(IN ELAPSED
DAYS)
% REPEAT BUYERS
(% 2+ TIME
BUYERS)
LOYALTY (SHARE
OF $ REQ.)
% ITEM $ ON DEAL
% DOLLARS
WITH MANUFAC
TURER COUPON
TOTAL U.S. 31,340.3 100.0 7,940.7 6.8 4.0 1.8 2.2 1.5 3,569.0 71.2 32.7 100.0 11.4 0.2WEST SOUTH CENTRAL 4,353.4 100.0 1,118.5 8.6 3.9 1.9 2.0 1.3 485.0 72.0 40.7 100.0 2.7 0.0TOTAL U.S. 2,119.3 6.8 502.5 0.4 4.2 1.1 3.8 1.5 268.0 62.7 8.0 96.9 22.2 2.5WEST SOUTH CENTRAL NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 501.6 1.6 237.9 0.2 2.1 1.7 1.3 6.4 110.0 72.5 24.0 89.8 23.8 0.0WEST SOUTH CENTRAL NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 27,838.2 88.8 6,959.4 6.0 4.0 1.8 2.2 1.3 3,068.0 71.7 34.9 99.2 10.5 0.0WEST SOUTH CENTRAL 4,225.3 97.1 1,063.4 8.2 4.0 2.0 2.0 1.2 455.0 72.8 41.3 100.0 2.7 0.0TOTAL U.S. 19,025.8 3.7 7,359.2 6.3 2.6 1.8 1.5 5.1 3,238.0 68.9 35.6 22.9 31.0 0.1WEST SOUTH CENTRAL 846.3 1.9 499.8 3.9 1.7 1.7 1.0 5.0 255.0 64.0 35.6 18.6 33.3 0.0TOTAL U.S. 835.6 0.2 266.7 0.2 3.1 2.5 1.2 2.7 130.0 38.6 32.2 19.6 11.9 0.0WEST SOUTH CENTRAL NA NA NA NA NA NA NA NA NA NA NA NA NA NATOTAL U.S. 1,591.4 0.3 709.5 0.6 2.2 1.6 1.4 4.6 367.0 61.5 25.5 17.3 10.5 0.3WEST SOUTH CENTRAL 337.6 0.8 172.2 1.3 2.0 1.8 1.1 4.8 94.0 64.4 21.8 13.6 9.1 0.0
TOTAL HOUSEHOLDS - (BASE)
ORIENTAL FOODS- RAMEN NOODLES
ANNIE CHUN'S - ORIENTAL FOODS- RAMEN NOODLES
CTL BR - ORIENTAL FOODS- RAMEN NOODLES
UNION FOODS SMACK RAMEN - SOUP MIXES - DRY & BASES
TOP RAMEN - SOUP MIXES - DRY & BASES
UNION FOODS SMACK CUP RAMEN - SOUP MIXES - DRY & BASES
MARUCHAN - ORIENTAL FOODS- RAMEN NOODLES
Product SnapshotNission Top Noodle Maruchan Nong Shim Thai Kitchen
Demographic Variables % Total $ Index % Total $ Index % Total $ Index % Total $ Index
Race of Head of Household White 64.6% 91 57.0% 80 33.9% 48 65.8% 93 Black 10.6% 92 18.1% 157 8.1% 71 12.8% 111 Hispanic 17.8% 155 18.2% 159 14.7% 128 11.1% 97 Asian 3.8% 100 4.4% 116 40.0% 1054 7.1% 186 Other 3.3% 140 2.3% 99 3.2% 137 3.3% 138Number of Persons 1 Person 4.5% 17 11.0% 42 9.3% 36 23.3% 89 2 Persons 12.6% 39 18.3% 56 20.4% 63 39.4% 121 3 Persons 13.8% 82 19.4% 115 31.2% 185 10.4% 62 4 Persons 25.9% 186 21.9% 157 21.9% 158 19.9% 143 5+ Persons 43.2% 403 29.5% 275 17.2% 160 7.1% 66Age of Head of Household Age 18 - 24 3.0% 66 5.8% 130 5.2% 116 6.7% 148 Age 25 - 34 10.8% 69 19.8% 126 17.6% 111 23.7% 150 Age 35 - 44 41.9% 225 28.5% 153 22.9% 123 21.5% 115 Age 45 - 54 22.7% 107 24.2% 114 31.1% 147 20.0% 94 Age 55 - 64 15.0% 83 11.5% 64 15.3% 85 13.9% 77 Age 65 - 74 5.6% 48 6.3% 53 5.2% 45 7.5% 64 Age 75 or More 1.0% 10 4.0% 39 2.7% 26 6.9% 68Age and Presence of Children Age < 6 7.9% 92 8.5% 99 10.0% 117 7.8% 91 Age 6 - 17 51.3% 256 40.5% 202 32.9% 164 23.1% 115 Age < 6 & 6 - 17 12.9% 172 15.2% 202 9.7% 129 7.2% 95 No Children 27.9% 44 35.9% 56 47.4% 74 62.0% 97Education of Head of Household Not a High School Graduate 29.0% 209 19.2% 138 9.2% 66 7.6% 54 High School Graduate 29.2% 107 32.1% 118 24.0% 88 16.0% 59 Some College 23.6% 84 29.1% 103 36.1% 128 30.5% 108 College Graduate 12.8% 72 12.6% 71 16.6% 93 22.7% 127 Post College Degree 5.5% 43 7.0% 55 14.2% 111 23.2% 182
Category Role
Store Audited
Store Location SKUs Unique SKUsWalmart 6th 11 4Harps Garland 19 1Target Fayetteville 1 0Marvin's IGA Lafayette 16 0Seoul Oriental Foods Fayetteville 29 23Complete Audit 76 28
Share of Display, Ramen NoodleManufacture WMT6 Facing Harps Facing Target Facing M.IGA Facing S.O.M FacingFun & Yum % of Total Sum 13.6%
% of Total N 17.2%N 5
Maruchan % of Total Sum 86.7% 57.4% 100.0% 58.1% % of Total N 81.8% 42.1% 100.0% 43.8% N 9 8 1 7
Myojo % of Total Sum 3.0%% of Total N 3.4%N 1
Nissin % of Total Sum 29.6% 25.8% % of Total N 21.1% 25.0% N 4 4
Nong Shim % of Total Sum 6.7% 25.8%% of Total N 9.1% 17.2%N 1 5
Ottogi % of Total Sum 4.5%% of Total N 3.4%N 1
Sam Yang % of Total Sum 24.2%% of Total N 27.6%N 8
Sapporo Ichiban % of Total Sum 5.6% 21.2%% of Total N 15.8% 24.1%N 3 7
Thai Kitchen % of Total Sum 7.4% 16.1% % of Total N 21.1% 31.3% N 4 5
Thai President Foods Public Company Limited
% of Total Sum 6.7% 7.6%% of Total N 9.1% 6.9%N 1 2
Total % of Total Sum 100.0% 100.0% 100.0% 100.0% 100.0%% of Total N 100.0% 100.0% 100.0% 100.0% 100.0%N 11 19 1 16 29
Share of Gross Margin Dollars, Ramen
NoodleManufacture WMT6 GM$ Harps GM$ Target GM$ M.IGA GM$ S.O.M GM$Fun & Yum % of Total Sum 20.6%
N 5Maruchan % of Total Sum 64.1% 15.6% 100.0% 22.7%
N 9 8 1 7 Myojo % of Total Sum 14.5%
N 1Nissin % of Total Sum 8.7% 13.0%
N 4 4 Nong Shim % of Total Sum 19.9% 7.0%
N 1 5Ottogi % of Total Sum 1.7%
N 1Sam Yang % of Total Sum 41.5%
N 8Sapporo Ichiban
% of Total Sum 17.3% 6.7%N 3 7
Thai Kitchen % of Total Sum 58.4% 64.3% N 4 5
Thai President Foods Public Company Limited
% of Total Sum 16.0% 7.9%N 1
2
Total % of Total Sum 100.0% 100.0% 100.0% 100.0% 100.0%N 11 19 1 16 29
Mean % Gross Margin, Ramen NoodleManufacture WMT6 GM% Harps GM% Target GM% M.IGA GM% S.O.M GM%Fun & Yum Mean 26.77%
N 5Maruchan Mean 25.00% 37.50% 55.88% 54.55%
N 9 8 1 7 Myojo Mean 88.67%
N 1Nissin Mean 40.00% 54.55%
N 4 4 Nong Shim Mean 14.29% 11.43%
N 1 5Ottogi Mean 14.55%
N 1Sam Yang Mean 32.98%
N 8Sapporo Ichiban
Mean 24.48% 8.84%N 3 7
Thai Kitchen Mean 64.16% 65.48% N 4 5
Thai President Foods Public Company Limited
Mean 26.05% 52.42%N 1
2
Total Mean 24.12% 41.58% 55.88% 57.96% 24.99%N 11 19 1 16 29
Ramen Noodle Differentiation
1 store 2 stores 3 stores 4 stores 5 StoresFun & Yum 5 0 0 0 0 5 0.200Maruchan 5 2 4 1 0 12 0.417Myojo 1 0 0 0 0 1 0.200Nissin 0 4 0 0 0 4 0.400Nong Shim 4 1 0 0 0 5 0.240Ottogi 1 0 0 0 0 1 0.200Sam Yang 8 0 0 0 0 8 0.200Sapporo Ichiban 4 3 0 0 0 7 0.286Thai Kitchen 1 4 0 0 0 5 0.360Thai President Foods Public Company Limited
1 1 0 0 0 20.300
30 15 4 1 0 50 0.304
Stocking Rates
Manufacture
Total
Manufacture * Stores Crosstabulation
Total
Found in # Stores