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Integrasted Marketing Communication-Foodles

The noodles market in India is estimated to be worth Rs. 1300 crores, dominated by Maggi with 80% share. Horlicks launched a noodle product called Foodles in 2009 aiming for 6-10% market penetration. However, Foodles has remained in the introduction stage. Foodles was launched in South India in 2009 and rolled out nationally by July 2010, achieving sales of Rs. 32 crores and 4% market share in the first year. Horlicks positioned Foodles as a nutritious alternative to noodles that provides vitamins and nutrients at low cost, targeting families with children aged 5 to 25 years in tier 1, 2 and 3 cities. Key challenges for Foodles include competing against established brands through investments

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Khyati Dhabalia
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75 views

Integrasted Marketing Communication-Foodles

The noodles market in India is estimated to be worth Rs. 1300 crores, dominated by Maggi with 80% share. Horlicks launched a noodle product called Foodles in 2009 aiming for 6-10% market penetration. However, Foodles has remained in the introduction stage. Foodles was launched in South India in 2009 and rolled out nationally by July 2010, achieving sales of Rs. 32 crores and 4% market share in the first year. Horlicks positioned Foodles as a nutritious alternative to noodles that provides vitamins and nutrients at low cost, targeting families with children aged 5 to 25 years in tier 1, 2 and 3 cities. Key challenges for Foodles include competing against established brands through investments

Uploaded by

Khyati Dhabalia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Nandini Sharma

Adnan Khan
Indrajeet Ratnaparkhi
Khyati Dhabalia
Avantika Sharma

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.

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)

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

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

ATTRIBUTE POSITIONING-(CLAIMS)
9 power vitamins
nutritious grains like wheat, rice, corn, ragi.

BENEFIT POSITIONING-(VALUE POSITIONING)


taller, sharper, smarter, funnier
USER POSITIONINGbest for children and teenager.

COMPETITOR POSITIONINGfoodles came with noodles plus.


Maggi too went on with taste bhi health bhi
USE / APPLICATION POSITIONINGparties, hungry, pleasure
QUALITY / PRICE POSITIONINGprovides vitamins , nutrients at a very low cost of Rs 10

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.

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

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

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

Demonstration stalls in malls and trade shows


Online contests on social networks like FB and
Twitter
Sponsorships via
Movies
Events like IPL

Tie-ups with
Airlines
Amusement Parks
Corporate Parks

Thank you

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