create an experience, an euphoria, that will attract the emerging “Millennial Generation.”
the Top Ramen brand, to differentiated itself from its competitor Maruchan, and to
The main objective of TR’s Brand Extension and marketing strategies is to extend
number of new soup products and bargain meals.
from a number of new competitive products such as Easy Mac, Bagel Bites, and a
Top Ramen brand has been declining over the recent years due to market competition
While Nissin has continued to experience volume growth with new products, its
markets in the U.S. over the past quarter century.
Nissin Foods, whose valued price meal has had success with a number of target
Top Ramen is an instant noodle soup produced, manufactured, and distributed by
Angela Gast / Lee Thach / Sara Huffman / Alysse Miller / Cara Bates
A collection of marketing strategies from the minds of Team 2.
WELCOME TO THE RAMEN REPORT
GOT GAME ? BULL ’ S EYES LIGHT BULB SIGHTINGS TIKI’S DEBUT TIKI’S MANIFESTO !
RAMEN
REPORT
Momofuku Ando……..12 Nissin Food Inc………13 Company Timeline…..14
[3] Company History
What is Soup………....9 For rich or for poor…..10 The future…………….11
[2] Soup Industry
Origins………………….3 Categories……………..4 Gallery………………….5 Easy as ramen…….…..6 Global…………….…….7 Noodle Demand….…...8
[1] History of Ramen
THE
2
THE
RAMEN
REPORT
In 1958, what brought the Ramen into an everlasting fame was the invention of Instant noodles, by Momofuko Ando. Creating a pre-packaged bowl of ramen that only required a cup of boiling water, made Ando a legend.
Noodles became hugely popular in Japan following the years after the Second World War, when there was intense food storages. Noodles were seen as tasty, safe, non-perishable and soon became a household item.
3
The original dish came to Japan in 1872 with traders when the port of Yokohama was first open to trade with China. Rairaiken, the first shop to solely dedicate itself to Ramen, opened its doors in Tokyo in 1911. In the 1920s, when the Chinese Food boom hit, ramen became even more popular and the first ramen stalls appeared.
Ramen is a Japanese dish of noodles served in a broth, whose origins began in China 4000 years ago. The given name “Lo-Mein”, which means boiled noodles, is popularly also known as Ramen, the Japanese pronunciation/name for the tasty dish.
“Ramen? What’s that ?”
THE RAMEN REPORT
The toppings (egu) that go onto of the ramen are usually Bean spout (Moyashi), Pork slices (Chashuu), Dried bamboo shoots (menma), eggs (tamago), spinach, nori (seaweed) and spring onion (negi).
Shio (salt) is the least popular of the four main flavors, but the best for your waistline because it has the least fat.
Miso Ramen originated from Hokkaido and is made from the same beans that go into Miso soup.
Tonkotsu comes from Kyushu and is made from pig bones.
Souyu (Soy) is the original flavor and what you get if you don’t get a specific flavor.
Shouyu / Tonkotsu / Miso / Shio
There are four basic type of ramen soup
Ramen soup are usually made from stock, based on chicken or pork combined with other various ingredients such as beef and onions.
Most ramens are made from four basic ingredients: wheat flour, salt, water, and kansui (a type of alkaline mineral water), and come in a various shapes and lengths.
Ramen are categorized into two different types based on their two main ingredients. Noodles and Soup.
Categories
4
(http://www.quirkyjapan.or.tv/ramen_nation.htm)
down.�
mouth and cools the noodles
noodles, which takes air into the
is why Japanese people slurp their
ingredients in the bowl. This factor
flavor of other spices and
giving off chemicals that block the
acids in the broth start to Oxidize,
deteriorates because the fatty
are off the stove, the flavor
three minutes after the noodles
“Ramen is best served hot. Two to
THE RAMEN GALLERY
Tonkotsu ramen
Tokyo-style ramen
Shoyu ramen
Tsukemen #1
Aburasoba
Kitakata ramen
Takayama ramen
Tantanmen Noodles
Miso ramen
Hiyashi ramen
5
Hakata ramen with Pork bone
AND
Serve with corn bread and salad. Also makes a nice side dish to shrimp or crayfish.
Mix all the ingredients together in a greased baking dish. Bake covered at 300 degrees Fahrenheit for one hour.
Saute together mushrooms, onions, peppers and celery. If you feel brave, add your favorite hot chili pepper.
In a small saucepan, boil noodles in 2 cups of water for five minutes. When noodles are done, put into a strainer, rinse with cold water and let drain for a few minutes, shaking the water out to make them as dry as possible.
Pre-heat oven to 300 degrees Fahrenheit. Knead unopened package of ramen until broken up medium.
1 pkg. ramen noodles, 1 small green pepper 2 pimentos, canned or 1 small sweet red pepper 1 small onion, 1 cup mushrooms, large pieces 1 stalk celery, thinly sliced 1 tbsp. oil, 1/2 tsp. paprika, 1 tbsp. butter
Rambalaya
It looks easy enough…
“Tampopo”, 1985, a widowed noodle chef named Tampopo is helped to become a first class chef by a truck driver name Goro and friends.
FILM “The Ramen Girl”, 2008, starring Brittany Murphy, as a young American women who travels to Japan to be with her boyfriend, only to get dumped, and spontaneously apprentice herself to a stoic noodle master.
LITERATURE ‘The book of Ramen’ By Ron Konzak,. A short tome based on instant Ramen.
It’s not just an obsession with the chefs, books, online websites, and films have been made, all starring Ramen.
It’s not as difficult as becoming a sushi chef, but becoming a ramen chef can be just as daunting. Masters of the craft studies for years and well-known chefs have their apprentices working day and nights to learn their craft.
Ramen looks easy, but cooking it is another story. Unlike the pre-packaged version, Ramen can take anywhere from several hours to an entire day to cook. Making the broth requires constant attention to control the temperature, straining the broth, and making sure the ingredients are added at the proper time.
OBESSIONS
Recipe exerpt from “The book of Ramen”
OF COOKS
6
Argentina…..Sapporo Ichiban Austrailia…..Maggi noodles, Indomie Mi Goreng, Nissin’s Demae Ramen, and Nong Shim’s Shin Ramyun Brazil………Miojo (Nissin Food Inc.) and Maggi. Canada…….Sapporo Ichiban and Mr. Noodles China………Ting Yi, Uni-President, HwaLong Denmark……Yum Yum, Mama Belgium…….Aiki Noodles Germany……Yum Yum, Nissin Cup Noodles, and Maggi UK………….Pot Noodle, Batchelor’s Super Noodles India and Pakistan……..Maggi Indonesia……Supermi Malaysia and Singapore…..Maggi Philippines…Lucky me! Saudi Arabia…….Indomie Russia…….Rollton and Dosirac Thailand…..Uni-President (Tong-Yi) U.S.A……..Nissin Top Ramen and Maruchan Ramen Ethiopia…..Indomie
POPULAR GLOBAL BRANDS
GLOBAL
KITCHEN.
is rank fourth in terms of world wide ranking of demand for instant noodles.
The U.S.
7
the Instant Ramen to America in the 1970s, Ramen has been a stapler in most of college life. Seen as something inexpensive, easy-to-cook, fast, and economically valuable Ramen provided students with a cheap meal who have starving bellies and starving wallets. Soon, Ramen became an culture of it’s own.
Ever since Momofuko Ando brought
“My Parents and ramen put me through college. Not necessarily in that order.”
IMPACT IN THE U. S. A.
Ramen noodles reflect their own particular flavor preferences. Korean Ramen is highly spiced and often contains packets of black bean sauce. China makes Ramen in Szechuan flavors. Thailand makes very thin, delicate noodles with very hotly spiced packets. Japan prefers the flavor of seafood and mild spices. In the U.S. they are usually available with meat flavors, mushroom flavors or mild spices often referred to as “Oriental flavor”.
Each country's
Ramen has become a stapler in other countries and culture other than Japan. Factories that make Ramen noodles are found not only in Japan and the U.S., but also, Europe, Korea, China, Singapore, Thailand, Malaysia and Indonesia.
POPULARITY
OUT OF JAPAN AND INTO THE
March is National Noodle Month
10.4 5.3 2.3 1.4
10 Brazil 12 Mexico 18 UK 20 Germany
36.4
6 South Korea
Part of over 85 billions meals every year
11.4
30.0
4 USA 5 Vietnam
53.5
3 Japan
Worldwide annual consumption 91.6 billion meals
99.0
212.0
1 China Hong Kong 2 Indonesia
Exported to 46 countries/regions
Nov.2007 Unit: 100 Million Packets
1.4
2.5
6.4
11.9
36.5
17.0
33.0
52.7
109.0
231.0
1.4
2.6
7.5
11.1
36.0
23.0
37.8
54.0
112.0
320.0
1.4
2.6
10.0
11.5
36.5
24.8
38.0
55.4
120.1
390.0
1.4
2.6
10.0
12.6
34.0
26.0
39.0
54.3
124.0
442.6
1.8
2. 6
9.0
13.8
33.7
34.0
34.0
55.4
140.9
467.9
8
Region/ Countries 2001 2002 2003 2004 2005 2006 _________________________________________________________________________
How much ramen is eaten around the world?
Annual export volume: 87 Million meals
How much ramen is exported from Japan every year?
WORLD WIDE INSTANT NOODLE DEMANDS
Soup is usually a savory liquid food that is made by combining ingredients, such as
is the most general of terms which apply to liquid savory dishes.
9
the arrival of the term soup, such food had been termed broth or pottage. It was customarily served with the meat or vegetable dishes with which it had been made, and (as the derivation of soup suggest) was poured over sops of bread or toast (the ancestors of modern croutons).
Until
From it was derived the noun suppa, which passed into Old French as soupe. This meant both piece of bread soaked in liquid' and, by extension, broth poured onto bread.'
Latin verb suppare soak', which was borrowed from the same prehistoric German root (sup-) as produced in English sup and supper.
Post-classical
Why the word "soup?" The etymological idea underlying the word soup is that of soaking.
Soup
The act of combining various ingredient in a large pot to create nutritious, filling, easyto-digest, simple to make/serve food.
water, until the flavor is extracted, forming a broth.
meat, vegetables and beans in stock or hot
What is soup?
THE SOUP INDUSTRY ...
10
industry is said to be based on soup. Restoratifs (where the word "restaurant" comes) were the first items served in public restaurants in 18th century Paris serving broth [Pot-au-feu], bouillion, and consomme.
or porridge, a form of nourishment, in western countries was a luxury only eaten in
The modern restaurant
towns.
Gruel
derives from sop or sup, meaning the sliced of bread on which broth was poured. Until bread was invented, the only kind of thick soup was a concoction of grains, or of plants and meat cooked in a pot.
Soup
"Cereals, roasted to make them digestible and then ground and moistened or diluted with water to make a paste, either thick or thin, did not become gruel or porridge until people had the idea and means of cooking them.
gruel‌evolved according to local ingredient and taste. New England chowder, Spanish gazpacho, Russian borscht, Italian minestrone, French onion, Chinese won ton and Campbell's tomato...are all variations on the same theme.
Stew, pottages, porridges,
Kinds of Soups
was easily digested and were prescribed for invalids since ancient times. Medicinal spices and herbs were added to various soups, especially if they were part of a prescribed diet.
Soups
Why soup? It’s the perfect choice for both sedentary and traveling cultures, rich or poor, healthy people or invalids.
FOR RICH OR FOR POOR...
Advancement also allowed instant soup to be mass produced on an industrial scale and are usually dried, canned, or treated by freezing.
11
Canned and dehydrated soups were available in the 19th century. These supplied the military, covered wagon trains, cowboy chuck wagons, and the home pantry. Advances in science also permitted the adjustment of nutrients to fit specific dietary needs (low salt, high fiber, etc.)
New advancements in science enabled soups to take many forms...portable, canned, dehydrated, microwave-ready. "Pocket soup" was carried by colonial travelers, as it could easily be reconstituted with a little hot water.
Advancement
THE FUTURE...
COMPANY HISTORY
He passed away at
the age of 96 in 2007.
the chairman's post in June 2005 to serve as founder-chairman. His son Koki, became the President of the company.
Ando retired from
most proud accomplishment was the creation of a vacuum pack instant noodle specially designed for Japanese astronaut Soichi Noguchi to eat during a mission aboard the U.S. space shuttle Discovery, in July 2005.
His
that were tasty, inexpensive, and easy-to-prepare to help with the aftermath of poverty after WWII. In 1958, he unveiled Chicken Ramen, the world's first instant noodle product.
he founded Nissin Food.
He wanted to create noodles
In 1948,
inspired to develop the instant noodle, when he noticed the long lines of people waiting to buy freshly made ramen at the black market food stall, after WWII.
He was
12
Born on March 5, 1910, in Taiwan, Ando initially ran clothing companies in Taipei and Osaka while he was a student at Ritsumeikan University.
FOUNDER
NISSIN FOOD INC.
President: Koki Ando Director: Ken Sasahara, Hironobu Nagano Executive Officer, Finance Director: Yukio Yokoyama Senior Managing Director: Susumu Nakagawa Managing Director: Akihide Matsuo, Takayuki Naruto Executive Director: Takashisa Yanagida Chief Director of sales, Director: Yoshinori Miura
Current Leadership
13
Nissin Foods brought the instant, packaged noodles “Top Ramen” into the United States in 1970, where it became a fixture in dorm rooms across college campuses and is a favorite among the younger generations.
Today, Nissin has a net sale of over $3.2 billion per year, operates 29 plants in 11 countries, and it’s product is sold world wide.
In 2006, Nissin sold 46.3 billion packs and cups around the world, earning $131 million in profits.
Nissin Food is an international name with a long line of successful ramen products, producing sixteen flavors of it’s Top Ramen and Cup Noodles. Nissin also produces six varieties of flavor including chicken, beef, shrimp, veg. and spicy chili.
Company
Nissin Food Products Co., Ltd. establishes Nissin Foods (USA) Co., Inc. in Gardena, California. The Top Ramen brand is imported from Japan, introducing instant ramen noodles to US consumers.
Nissin Food Products Co., Ltd. invents Cup Noodle, a revolution in the industry that makes it possible to package, prepare and serve noodles all the same container. Nissin also adds vegetable and meat varieties to its instant ramen noodle lineup.
Top Ramen is first produced in the United States.
Nissin begins producing and selling the highly popular Cup O' Noodles in the United States.
Oodles of Noodles bag ramen introduced.
Nissin Foods' Lancaster, Pennsylvania production facility opens.
Nissin Foods offers new Top Ramen and Cup Noodles (Cup O' Noodles renamed Cup Noodles in 1993) .
Cup Noodles Hot Sauce Varieties introduced (Beef, Chicken, Shrimp)
Oodles of Noodles name changed to Top Ramen, giving Nissin Foods a truly national brand.
Chow Mein launched as a meal or side dish of stir-fry type noodles and vegetables.
Cup Noodles Souper Meal launched as a hearty microwavable meal.
Nissin Japan invents a noodle that is edible in Space, “Space Ram�, which is later carried aboard the Space Shuttle Discovery.
Noodle Soup is introduced - the first pasta type, microwavable, instant soup from Nissin Foods.
Cup Noodles Premium is introduced as the gourmet extension of our classic Cup Noodles. Reduced-fat and reduced-sodium Choice Ramen products hit shelves, satisfying consumer demand for a healthier ramen alternative.
1970
1971
1972
1973
1976
1977
1978
1998
2000
2003
2004
2005
2006
2007
14
Momofuku Ando establishes Nissin Food Products Co., Ltd. of Japan and introduces Chikin Ramen (Chicken Ramen), the first instant ramen noodle, to Japan.
1958
TIME - LINE
GAME ?
[7] Trends
[6] SWOT
[5] Current Product Placement
[4] Top Ranking
[3] Market-shares
Campbell Co…………17 General Mills…………18 Unilever……………….19 H.J. Heinz…………….20 Maruchan…………….21 Thai Kitchen…………21 Kraft / Other competitions….22
[2] Verses
[1] The Different categories
GOT
15
Dried Soup Mix (dehydrated and require the addition of water to cook).
Kraft Other Convenience products: Easy Mac, Hot/Lean pockets, Bagel Bites, Frozen Pizza, Microwavable dinners and other products that focuses on lower carbs. and sodium.
Non-Soup/Ramen Category
Maruchan Thai Kitchen Instant Noodle
Ramen Category
In 2006, the leading companies in the soup category was Campbell Co. Second, H.J Heinz. Third, Unilever.
Ramen (packaged, dried, Asian-style noodles).
16
Frozen soup (which needs to be defrosted and reheated but requires no additional ingredients).
Bouillon (square or powder that can be used either to make stock or as an ingredient).
Condensed Soup (that can be used in recipes or needs to have water or milk added).
Ready-to-Serve (canned or refrigerated soup that does not require additional ingredients).
Soup Category
Campbell Co. General Mills Unilever
In the Soup Industry, soup is divided into five categories
Competitors and Leaders
THE DIFFERENT TYPES OF SOUPS
CO.
at hand 10.75oz (sipable)
beef.
Vegetable
vegetable medley,
Italian style wedding
Online: Recipes, nutrition and wellness information. Contribution: labels for education program, partnership for health benefits such as the red dress heart disease and pink ribbon breast cancer. Based in Camden NJ, the company employs 24,000 people and reported sales of $7.3 billion in 2006.
16.8% in 2007 16.7 % in 2006 16.3 % in 2005
Marketing and Selling expenses increased was due to higher ad and consumer promotion.
Their larges customer is Wal-Mart, and their product is sold to grocery store, convenience stores, club warehouse and other retailers.
classic tomato low sodium,
Fiscal 2007, Company’s capital expenditures was $334 million. The company expects to spend $400 million for capital projects in 2008.
Advertising Age estimated global measured advertising expenditure of $467m in 2006, making Campbell's the world's #68 advertiser
clam chowder
Campbell sells almost three billion cans of soup every year.
chicken with mini noodles
60% market share in the $4 billion dollar soup market.
cream of broccoli
70% share of the U.S. wet soup market.
17
Each year, nearly 90% of American households purchase Campbell’s soup and on avg. consumers stock eleven cans of Campbell in their pantries at all time.
History…Campbell is a $7.9 billion global manufacturer of high-quality consumer food product. Brands which includes: Godiva, Pepperidge Farm, Prego, Pace, V8, and SpaghettiOs and of course, soup.
Leadership…President and CEO, Douglas R. Conant, as of 2001.
creamy chicken and stars
creamy tomato
Velvety potato
Soup
Flavors…
CAMPBELL
In 2007, the Minneapolis-based company employed 28,100 people and reported sales of $12.4
Microwave bowls:
18
Partners with Weight watcher.
Chicken Noodles Chicken Wild Rice Lentile, Minestrone Italian Style Wedding, Veg, Beef and Veg.
With their soup brand, Progresso, GMC holds 12% of the total soup market share and 30% in the ready to serve category. (2005)
General Mills manufactures breakfast cereal, yogurts, baking mixes, dinner mixes, fruit snacks and grain snacks, among other products.
Since then, General Mills’s focus has been on food.--- “making lives around the world healthier, easier, and richer.”
History…Began in 1860s with two flour mills. by 1960s, General Mills was producing beloved children’s product like Play-Doh and Nerf balls before they became involved with memorable characters such as Betty Crocker and the Pillsbury Doughboy.
Leadership…CEO: Kendall Powell, succeeding Steve Sanger at the end of the fiscal year in May 2008
Beef Pot Roast chicken and home-style Noodles chicken Pot Pie
Rich and Hearty:
Creamy Mushroom French Onion Garden Veg Green Split Pea
Veg Classic:
Beef and Veg Beef and Baked Potato Beef Barely, Potato, Broccoli and Cheese Chowder Carb Monitor chicken, Chicken and Dumplings
Classic Flavors:
GENERAL MILLS.
UNILEVER
History…Unilever began in 1890s with William Hesketh Lever and Sunlight Soap, that revolutionized and popularize cleanliness and hygiene in Victoria, England. Time flew and before the company knew it, it had crosses three centuries. Since then, Unilever has become a multi-national corporation with brands in food, beverages, cleaning agents, and personal care products.
Unilever leads in the dry soup and bouillon soup category. (see marketshares) Unilever employs 180,000 people and has a revenue of 58.5 billion in 2008.
19
Owned Brands: Amora, Axe, Becel, Bertolli, Blue Band, Calve, Clif, Close up, Comfort, Country Crock, Domestos, Doriana, Dove, Flora, Heartbrand, Hellmann, Knorrs, Lifebuoy, Lipton, LUX, Omo, Ponds, Radiant, Rama, Rexona, Signal, Slim-fast, Sunlight, Sunsilk, Surf, Vaseline, Wishbone.
Leadership…President Alan Jope, Vice President Michael Polk.
H.J. HEINZ
H.J. Heinz has over 110 major locations worldwide, with leading brands on sex countries. The Heinz brand is a $2.5 billion global icon and it’s top 15 power brands account for twothirds of annual sales. Meal and Snack frozen Food: represent more than $2 billions in sales.
Other brands included: Jack Daniel’s and Linda McCartney.
20
Since then, Heinz is the most global U.S. food base company with brands holding number one and number two market position in more than 50 countries.
History…Founder Henry John Heinz started the company in 1869 with his first product, horseradish.
Some brands included: Ore-Ida, Bagel Bites, Hotbites, Boston Market home style frozen meals and side dishes, and Smart Ones. T.G.I Friday, Weight watchers.
Leadership…CEO William R. Johnson
Flavors include:
History…Translated, Maruchan means “little maru” rival ramen company to Nissin, Maruchan has enjoyed being the leader in the Instant Ramen Category.
Manufacturer: Maruchan Inc (Division of Toyo Suisan)
Beef Cheddar Cheese Chicken Roast Chicken Cajun Chicken Creamy Chicken Creamy Pesto Chili-Habenero with Shrimp Chili Lime Curry Chicken Chicken Mushroom Hot & Spicy Chicken Hot & Spicy Beef Hot & Spicy Shrimp Jalapeño Cheddar Lime Shrimp Mushroom Oriental Pork Roast Beef Shrimp Tomato (discontinued in 2003) Vegetable
Leadership…Chairmen: Kiyoshi Fukagawa
MARUCHAN
KITCHEN
Prices range from $2.00- $40.00 (for the large dinner kits) all can be ordered online.
Favors: Stir-fry noodles Pad thia- 9oz. Box 3.29 Chili stir fry-6oz. Box. 3.29 Peanut stir-fry- 5.5oz. box 3.29 Curry stir-fry-7.3oz. Box 3.29 Toasted sesame-5.5oz. Box 3.29 Lemongrass and chili - 5.3oz. box 3.29 Savory garlic-5.3oz. Box 3.29 Instant rice noodle soup Bangkok-1.6oz. Pouch 0.99 Garlic and veg-1.6oz. Pouch 0.99 Lemongrass and chili-1.6oz. Pouch 0.99 Spring onion-1.6oz. Pouch 0.99 Thai ginger-1.6oz. Pouch 0.99 Jasmine rice mixes- 8oz box 2.69 Rice noodle sop bowls- 2.4 oz bowl 2.19 Dry rice noodles- 14oz box 2.69 Noodle carts- 2.25oz box 2.29
21
History…Thai kitchen was founded in 1989 when Seth Jacobson made his first trip to Asia. Thai kitchen offers everything the American Consumer is seeking: taste, quality, authenticity…the best o of Thailand.
Leadership…Seth Jacobson
THAI
AND
The company sold over $34.36 billion worth of goods and employed over 90,000 people in 2006.
Kraft Foods spun off from Altria Group (formerly Phillip Morris) and became its own public company in 2007.
Kraft manufactures and market retail food products that spreads over five consumer sectors: snack, beverages, cheese, grocery, and convenient meal (frozen pizza, packaged dinner).
Brands includes
Swanson, Michelina, Hungry Man, Lean Cuisine…
OTHERS COMPETITORS
Easy Mac, Oscar Mayer Deli Creations, South Beach Living, Kraft Bistro Deluxe, Oreo, Splendips, Crystal light, Garden Harvest Toasted Chips, Tassimo, Digiorono Ultimate, Cote d’Or, Oscar Mayer Center Cut Bacon, Ritz
History…Kraft Foods began in 1903 with J.L. Kraft. Since then, Kraft has become the second largest food and beverage company in the world. In the United States, Kraft or Kraft subsidiary brand foods can be found in 99 percent of households.
COMPETITORS
Leadership…CEO Irene Rosenfeld
OTHER
KRAFTS INC
KRAFTS
22
46.63% *
32.16% *
PVT. LABEL……………....5.81 %
COUNTRY GOURMET FOODS…………………….1.98 %
DEL MONTE FOODS……..2.93 %
PVT. LABEL…..…………13.09 %
PFC FOODS OF OREGON………………….0.23 %
DEL MONTE FOODS……0.25 %
HORMEL FOODS……….0.25 %
SNOW‘S/DOXSEE INC……………………….0.51 %
GENERAL MILLS……….22.53 %
CONAGRA INC……………3.58 %
CAMPBELL SOUP CO….84.48 %
WET SOUP MARKET MARKET SHARE (%) _____________________________
CONDENSED
CAMPBELL SOUP CO….58.18 %
WET SOUP MARKET MARKET SHARE (%) _____________________________
READY-TO-SERVE
8.63% *
PVT. LABEL…..……………2.1 %
KIKKOMAN INTL……………………….0.76 %
EPICUREAN INTL………1.23 %
UNION INC…..………….2.77 %
NISSIN FOODS……… ..33.5 %
MARUCHAN………..….56.48 %
MARKET SHARE (%) _____________________________
RAMEN
23
____________________________________________________________________________________________________________
* share of the total soup market
MARKET-SHARES
7.77% *
2.91% *
NESTLE USA INC…………………..……....6.4 % GOYA FOODS INC………………………….3.99 % PVT. LABEL……………....7.62 %
H J HEINZ…………………8.09 %
SUPERIOR QLTY FOODS……………..……..3.18 %
FANTASTIC FOODS…………………….2.6 %
PVT. LABEL……………....7.54 %
H J HEINZ ………………..23.7 %
BEAR CREEK COUNTRY…………………8.91 %
HORMEL FOODS….…………………15.49 %
UNILEVER……………….40.98 %
MARKET SHARE (%) _____________________________
BOUILLON
UNILEVER……………….47.72 %
MARKET SHARE (%) _____________________________
DRY SOUP
1.26% *
PVT. LABEL……………....76.5 %
SAKURA NOODLE ……….0.85 %
JUICE HARVEST…………..0.9 %
KETTLE CUISINE….….……………1.84 %
CAMPBELL CO …………..6.34 %
HARRYS FRESH FOODS…………………….7.91 %
MARKET SHARE (%) _____________________________
RFG FRESH SOUP
24
____________________________________________________________________________________________________________
* share of the total soup market
MARKET-SHARES
0.64% *
PVT. LABEL……………....12.04 %
NORTH PACIFIC CANNERS…………….……..4.63 %
BAY STATE CHOWDA CO…………………..…..…....7.45 %
INTERNATIONAL FROZEN FOODS Llc….…………………………8.2 %
PHILIPS FOOD …………….17.3 %
PATTERSON……………….26.29 %
MARKET SHARE (%) _____________________________
Fz Soup
25
_________________________________________________________________________________________________________
* share of the total soup market
MARKET-SHARES
1,443.20 1,416.74 343.58 310.53 117.56 14.10 17.94 3,663.66
RTS Wet Soup
Condense Wet Soup
Ramen
Dry Soup
Bouillon
Rfg Fresh Soup
Frozen Soup Total
3,777.07
20.69
12.78
115.68
309.76
361.18
1,358.40
1,598.57
2001
3,718.49
22.07
11.59
112.54
309.65
336.50
1,274.64
1,651.49
2002
3,726.19
24.02
21.08
111.93
300.45
334.64
1,216.00
1,718.07
2003
3,747.53
23.86
47.26
109.21
291.00
323.54
1,205.17
1,747.49
2004
According to SMRB Fall 2004 survey, 83.5% of the total population used the traditional canned or jarred soup & broth while 57.4% used dry soup/lunch mix & dry bouillon.
2000
Sub-Categories
IRI- Tracked Sales of Soup by Product Categories (2000-2004) in $ millions
26
39.39 38.67 9.38 8.48 3.21 0.38 0.49 100.00
RTS Wet Soup
Condense Wet Soup
Ramen
Dry Soup
Bouillon
Rfg Fresh Soup
Frozen Soup Total
100.00
0.55
0.34
3.06
8.20
9.56
35.96
42.32
2001
100.00
0.59
0.31
3.03
8.33
9.05
34.28
44.41
2002
100.00
0.64
0.57
3.00
8.06
8.98
32.63
46.11
2003
Nissin is among the top 20 in the global food and drink industry in terms of sales, but is ranked fourth in terms of net profit. In the global market, Nissin holds a 9% share in the instant noodle market.
Marketing Position
2000
Sub-Categories
Market Share of Soup Product Categories, 2000-2004 (%)
100.00
0.64
1.26
2.91
7.77
8.63
32.16
46.63
2004
27
Campbell Soup Co General Mills Unilever Maruchan Inc
Nissin Food USA ConAgra Inc Del Monte Foods HJ Heinz Co Country Gourmet Food Bear Creek Country Kitchens Hormel Foods Health Valley Natural Foods Private Label All Others
1. 2. 3. 4.
5. 6. 7. 8. 9. 10. 11. 12. 13. 14.
Overall Top Ranking
* In terms of revenues and market share
28
______________________________
5 shelf… Maruchan Price Range: $2/1.00-.99
th
4 shelf Progresso and Campbell’s To-Go Price Range: $1.99-$2.19 ________________________________
th
3 shelf Progress Price Range: $2.50-3.00 ________________________________
rd
2 shelf Campbell’s Select and Chunky Price Range: $2.98 ________________________________
nd
1st shelf… Campbell’s basic soups Price Range: $1.99 ________________________________
________________________________
CVS DRUG STORE
CURRENT SHELF-PLACEMENTS
29
SHELF- PLACEMENTS
4 shelf Maruchan, Thai Kitchen, Simply Asia Price Range: $2/2.00 or 1.19-2.29 ___________________________________
th
________________________________
3 shelf Kraft & Chef Boyardee Price Range: $1.00-2.50
rd
________________________________
2 shelf Maruchan, Campbell’s, & Healthy Choice Price Range: $4/1.00 or .29 $1.00-3.00
nd
________________________________
1st shelf Progresso and Campbell’s Price Range: $1.00-3.00
WALGREEN __________________________
CURRENT
30
5 shelf Nissin Cup Noodles Price Range: $.50
th
4 shelf Top Ramen Price Range: $8/ .96 or .25 ($1.191.79) ________________________________
th
3 shelf Progresso Price Range: $2.59 ________________________________
rd
2 shelf Campbell’s Select and Chunky Price Range: $1.89-3.19 ________________________________
nd
1st shelf Campbell’s basic and to-go soups Price Range: $1.29-1.99 ________________________________
________________________________
RITE AID
CURRENT SHELF- PLACEMENTS
31
Easy-to-make
With the 1958 launch of the Chicken Ramen, the world’s first instant Noodles, Nissin has pioneered several innovative food concepts, such as the Ramen Cup, which has given them a significant, first-mover advantages.
The company has effectively leveraged its pioneering status by taking an active role in the overall instant food industry, which gives it substantial publicity part from lending it lobbying power. For instance, Nissan has founded the Instant Food Industry Association and the International Ramen Manufacturers Association, which gives a blueprint for fair competition and product quality. Nissin also runs a ramen museum in Japan, showcasing the history and other aspect of instant noodle making.
Financial Performance‌.Nissin processes a sound financial structure, characterized by a mostly debt-free balance sheet and strong cash flow protection. It procures most of its ingredients and materials from low-cost overseas markets, which help it maintain a competitive cost position.
32
Inexpensive
Strength compared to the Competition
SWOT
Low shelf spaces
Not as visible
Often confused with Maruchan
Not advertised enough
More advertising More prominent shelf space More innovating packaging design
Other convenient products Soups competition Ramen competition
Threats
Opportunities
Not as widely distributed
Weakness compared to the Competition
SWOT
33
Consumers want a variety in flavor. Different styles of soup under one brand.
49% consider either “microwavable” or “quick” I.e. Campbell’s “Hands on the go” More innovative packaging.
Cause-brand alliances, such as well-known causes, improves perception of brands
Because it can be cooked quickly and is easy to transport, Instant Ramen makes the ideal food material for international disaster relief and aid work.
34
Consumers also look for modified, convenient; more portable containers, easier to open lids, sipable, or microwaveable soups.
In the Soup Category
There is a demand for flavor enhancement and easy to prepare ingredients, contrasting and complex yet familiar favors.
Campbell’s Chunky, Select, …
More consumers are looking for healthier alternatives so, many brands are creating/packaging their soups with less sodium and more vegetables, low carbs, and organic ingredients.
I.e.
Prices have risen in the last few years in the soup market due to rising cost of gas needed to transport them from one place to another was well as rising cost in agricultural ingredients, such as corn, peas, and other vegetables.
In the Soup Market
TRENDS IN THE MARKET
the lowest rate of soup consumption.
side dish with dinner or as base ingredient of the main course
Watching/attempting to lose weight
Weight
Sipping warm soup can clear sinuses due to the steam ventilating into the nasal passages, serving as a natural decongestant, which could relieve cold and flu symptoms.
Illness
As
Late afternoon
main course for lunch
Time of day
As
varies by region.
patrons order and consume more soup during the spring and fall months than they do during winter.
Summer has
Restaurant
During cold winter months,
By Season
WHEN DO CONSUMERS CONSUME?
35
Trends………………....46
Dinning Out…………...44
Eating Habits……….…41
Cash Capital…………..40
Technology……………39
Likes/Dislikes…………38
Personality……………37
[1] Target Market
BULL’S EYE
36
Also known as the Echo-Boomers, Generation Y, Teens, or Tweens. 75 million in pop. Celebrate diversity, optimistic/realistic, inventive, individualistic, rewrite the rules, killer lifestyle, irrelevance of institution, Internet, assume technology, multitasks, nurtured. High performance and high maintenance. They believe in their own self-worth. They set the new trends in style, fashion, music, and most importantly food. Typically team-oriented, banding together to date and socialize rather then pairing off. They’re good multitasked, having juggled sports, school, and social interested. They acknowledge and respect positions and titles and want a relationship with their boss By 2010, Millennials will outnumber both Baby Boomers and Gen-X. They are Tech Savvy with the increasing number of media channels: internet, instant messaging, email, social networks, chatrooms, ipods, cellphones, MP3 players, P2P network works, video games‌ College age Millennials are mobile and independent Elementary, secondary and high school population are still reliant on food prepared at home
37
Generation born between 1980 and 2000
PERSONALITIES...WHO ARE MILLENNIA LS?
WHAT MAKES
EM’
TICK?
38
Education……Millennials are facing a much higher education cost then their predecessors
Active Subcultures…Latino, Hispanic
Trends………Americans are becoming more ethnically diverse
Habits……… do most of their shopping online, this generation is learning spending and saving habits now
Wallet……… $1 trillion at their disposal Millennials represent 25% of buying power in the US economy
Hangouts…..Mypsace, Second life, Face book, Mom and Dad’s place
Hobbies……Goggling, social networking, supporting a cause
Dislikes……mass-marketing, beaten paths, office space culture
Likes……… multimedia mashup, free content, telecommuting
A TWELVE - YEAR - OLD
DO
IT...
97% own a computer 94% own a cellphone 76% use Instant Messaging 15% of IM users are logged on 24 hours a day/7 days a week 28% own a blog and 44% read blogs 49% download music using P2P file sharing 75% of college students have a face book account 60% owns some type of portable music/video device like ipods.
Survey of 7,705 college students in US
39
Connecting to the Net Generation: What higher education professionals need to know about today's students, NASPA; First edition (March 29, 2007) Reynol Junco and Jeanna Mastrodicasa
COULD
CAPITAL
Leslie Skarra, Carol Cronk, and Audrey Nelson.
“Here comes the Millennials!”
snacks.”
cereals, main meal items, and
virtually all food categories, epically
influence on spending across
However, kids exert significant
cookies, confections, and fast food.
food, mostly soft drinks, snacks,
those dollars are directed towards,
27 billion annually, only 10+% of
“Generation Y…spends about $13-
CASH
College bound students are always in a hurry and need a quick food source
This generation is learning the spending and saving habits now.
Purchasing/List writing is done by the mothers of the Millennials Women are more prone to seek and compare, imagine and envision, enjoys spending time shopping and enjoy the experience They also enjoy taste, texture sampling, aromas, color, sounds bites, etc. Reference: “Why we buy: Science of shopping”
Who buys the food for the young Millennials?
18-25 year olds that do not attend college, live on their own and are living pay check to pay check.
College bound students are either paying for everything themselves and have no money to spend on expensive food. They are living off of ramen and other cheap, quick food sources. Or their parents are paying for everything and they have an expendable income.
Money
40
MILLENNIAL
EATING
[1]
2
3
It is not unusual for different family members to eat different foods at the same meal.
A wide range of foods are accepted and expected.
For urban teens, these ethnic foods are often authentic versions.
75% of kids have friends of different race or ethnic origin.
confident and opinionated about what they will eat.
What …….Indulging in exotic foods from childhood, today's children are savvy,
to 63.6% in 2005. A survey by National Pork Producers Council reported that almost three-quarters (72%) of teenagers help at least once a week with meal preparation out of which 17% make the entire meal, 20% prepare just the main dish, 31% fix side dishes, and 36% indulge in grocery shopping.
Who ……..The percentage of working women has gone up from 43.3% in 1980
HAB ITS
41
MILLENNIAL
EATING
1
[2]
3
42
Millennials help with food preparation because procuring and preparing food/ meals helps kids feel independent.
pasta, baked potatoes, chicken and salads. Parents are willing to oblige the customization requests as they strive for fewer dinnertime battles.
Why …….The most popular foods are often the basics that can be easily customized:
Where …….Work School and at home.
Dinners are prepared between 4 and 7 p.m. however, dinner can expand to 10 p.m. due to activity-entrenched families and separate eating times.
There is no longer a fixed time for dinner.
75% of kids eat with their parents on a regular basis
Younger segment likes to eat snacks throughout the day.
They do not eat traditional food during traditional meals.
When …….Older segment of the Millennial generations do not have a set meal time.
HAB ITS
EATING
Traditional meat and potatoes
18%
Microwavable/quick cook
61%
meals
Take-out
18%
home-cooked meals
“Gourmet”
1
2
[3]
43
Dinner…“Supper and late-night snacking choice are often driven by social activities. Millennials are attracted to places that provide value, choice, and a hang-out atmosphere.”
Lunch…“Lunch is more hectic, so Millennials grab what they can on the go. They tend to look for fast, portable foods in the afternoon.”
day and may not necessarily eat those foods during the morning breakfast hours”
Type ………..Breakfast…“Millennials would prefer to have breakfast foods available all
In-home - Kids are capable, confident and creative around food. Even kids who say they don't care about cooking are comfortable in the kitchen preparing convenience-oriented foods. When asked where they learned to cook, many said "on the box."
microwavable cups or bowls outside the home. We are extracting that Ramen consumption would follow a similar pattern.
How …….To go - More than half of the time, people are eating Campbell's soup in
HAB ITS
3%
Types of meal consumptions:
MILLENNIAL
OUT
[1]
2
Cool, hip dining environments: They anticipate exciting menu options, interesting décor, lots of choices and a relax environment. Casual dining: they look for a comfortable place to spend a weeknight or weekend where they can kick back and watch the game or have a few drinks with their meal. Nice, expensive establishment: they expect friendly customer service, gourmet select and small portions when they spurge and treat themselves.
1 2 3
Types of restaurants Millennials often travel to.
44
“Millennials want a comfortable place where they can connect with their friends and family. They seek an environment where they can share, receive good values, and customize their food choice.”
When Millennials dine out, they do so for social occasions, meal times, and snacking purposes. The restaurants they choose are places where they could celebrate, meet up with people, and re-energize. “Their goal is to fill-up, re-fuel, or satisfy a specific craving.”
DINING
OUT
1
[2]
45
Source: New American Deimensions Qualitive Reaserch 12/06
Convenience.. “Anything that’s open when they’re looking to eat is a must. Millennials love the night life and often seek to end their evenings snacking with friends.”
Cool factor….“Millennials go to restaurants that are popular with others their age. They look for places that have ageappropriate music, a modern environment, and a unique atmosphere where they can kick back with friends.
They feel most satisfied when they leave feeling full. Coupons, specials, and all-you-can-eat features attract a good population of Millennials.”
Value……….. “Typically, Millennials are on a budget. Therefore, they want the most bang for their buck. They look for places that serve big portions or smaller inexpensive plates. They like variety, but they value large portions.
Three requirements that Millennials look for…value, cool factor, and convenience.
DINING
TRENDS
BASED
ON
MILLENNIALS NEEDS
AND
ATTITUDES
46
Promotion Ideas……. Bagel Bites' growth over the last two years is credited to tween-oriented ads on WB, MTV and Fox networks featuring world champion skateboarder Tony Hawk and a contest. Kellogg's offers SchoolPop.com with a secret code in specially marked boxes, which kids use when they log on to EetAndErn.com. They can "trade points for stuff" on the website.
Image…....Yoplait Expresse is a more "adult" or "sophisticated" version of Go-Gurt. AriZona Green Tea with ginseng and honey comes in single-serve boxes and one-gallon containers. Both products are displayed adjacent to similar Hi C products in the store.
Form…….. Kraft Polly-O Twisterellas are individually wrapped, twisted strings of tasty cheddar and mozzarella cheeses. Polly-O, the spokes-parrot says it's "an excellent source of calcium!" Yoplait Go-Gurt Portable Yogurt comes in squeezable tubes rather than cups for portability. Flavors include Watermelon Meltdown, Berry Blue Blast and Chill Out Cherry.
Edgy Attitude…. RC Edge has extra caffeine, is cobalt blue and contains Indian ginseng and taurine, an energy boosting amino acid. Red Bull is a beverage in a unique slender can that boosts energy due to its caffeine content.
Color……..Heinz has new "kid" ketchup in green and red varieties in a new, more squeezable, "kid-ergonomic" package. Cheetos Mystery Colorz Snacks is a cheesy, neon orange product that magically turns your tongue either blue or green when eaten.
Flavor…… Tang attributes a significant sales increase to three new flavors: Fruit Frenzy, Orange Uproar and Berry Panic.
CURRENT
LIGHT BULB!
47
Brand Idea‌ A satisfying and convenient meal that is extremely affordable and versatile‌
48
ADVERTISING
LANDSCAPE
How to advertise to Millennials? ……..Place ads in odd place. (Campbell soup advertising on parking meters) Coupons on the back of recipes. Add controversy or entertainment to the message (Coca-cola hired movie director to film commercials) Mascots help build brand awareness Non-traditional media.
49
Teenager/College………………………..snack food and power foods, muscle and energy supplements. Little attention is paid to health, this is generally something the mother looks after. Coupons appear in materials directed towards buyer, not in as for younger audiences.
Pre-teen.…………………………….........TV, Print emphasizing snack and cereal foods, granola bars, pop-tarts, rice treats
CURRENT
Television……………59 Anime Convention… 60
[6] Placement
[5] New Website
[4] Google Words
[3] Internet Web banners
Cart Ads……………53 Floor Media………..54 Co-Branding/ Recipe Stickers……55
[2] Supermarket packaged deal
Where Top Ramen would advertise.
[1] Geographic
MEDIA SIGHTINGS
50
Orange……Wal-Mart (374)
Pink……Food Lion/Del Haize America Inc. (88)
Green…..Win-Dixie (374)
Having the most foot-traffic, these chains were chosen as premium location in which to advertise our product.
Kroger, Wal-Mart, Food Lion and Winn-Dixie are store chains located around/in the U.S. that have more than $2 million plus in sales.
Blue…..Kroger (660 and 517)
GEOGRAPHY
51
SUPER-MARKET
RANKING
52
CARTS
( # 88 of stores ) Food Lions. Total = $70, 400 + Labor cost ( # 212 of stores ) Kroger. Total = $169,600 + Labor cost
Test Market
$800 per store for a four week cycle. Begin with 35 grocery carts in each target market.
Budget
Food Lion 10 million x 4 = 40 millions consumers Kroger 110 million x 4 = 440 million consumers
4 week reach/frequency
Food Lion Supermarkets reaches 10 million consumers per week Kroger Supermarket reaches 110 millions consumers per week
Reach or coverage
Nationwide, supermarket media reaches an audience of 167 million Americans, who on average spends about 11.5 hours per month in the store.
Audience/ Circulation
Ad Length or Size: 7 ½ ” x 5 ”
Period Run: April 2009
SHOPPING
53
2. Grocery cart ads get the message seen by 80% of the people that live within a 5 mile radius of the grocery store. They get seen at an average of 2-3 times weekly. No other media has this kind of reach and frequency for the reasonable rate for ads.
1. Millennials hate being mass marketed to. They have TiVo to skip through commercials, banner blocking software, and many other ways to get around advertising. By having ads located on the grocery carts, ads would be less intrusive and more subliminal. The message you’re trying to convey will get seen repeatedly, and will sink in the consciousness of the consumer.
Media Rationale
Media Objective/Goal 1. To reach the target audience during the period of highest buying decision. 2. Increase the market-share by 30 %. 3. To become the market leader in the Ramen Category.
Media Outlet Shopping carts in local grocery stores or chains in which Top Ramen is sold.
MEDIA
Floor Ads are usually placed after retailers agree to give the company creating the advertisements, the right to sell the floor space for a slice of the profit from the ad.
According to News American Marketing, the avg. audiences is 17.8 millions household. and the avg. grocery store reaches 2,300 to 8,000 shoppers per week, depending on the store.
Audience/ Circulation
Length or Size 4 square foot Ad ( 2 x 2 )
Category exclusivity is provided in a four-week cycle. Most floor ad campaigns revolve around the holidays and seasons. An ad for a Top Ramen recipe, for example might work for the weeks leading up to Thanksgiving in November or through the cold, winter months, when consumers are looking to buy something to warm their bellies.
Run Period: Nov. 2008
FLOOR
54
2. 71 % of brand purchase decisions are made at the grocery store, so floor ads also serves to increase brand awareness.
1. According to Point-of-Purchase Advertising International and the Advertising Research Foundation, the avg. impressions of a floor advertisement is about 6,000 each week. Pointof-purchase sales generated for products increased range from +2 to +65 percent and impacts of sales for promoted products increased from 12 to 18 percent.
Media Rationale
Media Objective/Goal 1. To get consumers at the-point-of-sale to purchase Top Ramen. 2. To increase volume sales of Top Ramen by 10%. 3. To increase brand awareness.
Media Outlet Floor Media in grocery stores that carry Top Ramen
Test Market Food Lion Wal-Mart Winn-Dixie Kroger
Reach or coverage The stickers will be attached to 3 million products which includes the new design packages of Top Ramen, Frozen Vegetables, Salad packages, and on tubs of Coleslaws.
Audience/ Circulation The Target Market will include all four grocery chains: Kroger, WalMart, Food Lion, and Winn-Dixie
Length or Size 1 to 2 inch, small three page fold.
Co-Branding 1. Salads 2. Cole Slaw 3. Frozen Veggies
55
Media Rationale 1. Co-Branding with other products gives Top Ramen a more versatile range in promotion around the store, more movement, and diverse placement. 2. Co-Branding with other products will offset some of the advertising cost. 3. Co-Branding with other products will attract new consumers who maybe be familiar with that product, but not necessarily familiar with Top Ramen.
Media Objective/Goal 1. To show consumers that Top Ramen can be versatile in many ways. 2. Top Ramen will co-brand with products such as frozen vegetables (Green Giant) to salads. 3. In-packaged recipe books will also allow consumers to view new ways in which Top Ramen can be used, such as making Top Ramen pizza. 4. The Media recipe stickers will send consumers to Top Ramen’s new website and encourage them to join a new community of ramen lover who have recipes to share.
Media Outlet Grocery Stores / Frozen Veg.
RECIPE STICK- ONS
Run Period: August 1, 2008
CO-BRANDING /
BANNERS
Audience
Run Period Sep 1, 2008- Sep 1, 2009
WEB
56
3. Yahoo serves as a one stop internet source in email, weather, driving directions, shopping, search etc. We want people to see Top Ramen’s advertisements and be reminded of the brand when they go about their usually internet inquiries.
2. Food Network had in recent years become the number one food cooking site as well as main source for food recipes, advice, and an integral component association with this brand’s promise. People trust this site and the name even sparks creativity in the viewers’ kitchens and self empowerment in their lives, linking them inexorably to the Food Network’s outstanding on-air properties. We want the Millennials to be creatively inspired by this brand to associate creativity with the hundreds of available top ramen recipes.
Media Rationale 1. Facebook is effective because of its large access to Millennials. The market is already segmented in such a way that the target can be reached to an exact point. It is a social network as well as an advertising medium which serves as a dynamic for brand loyalists and those who may seek the brand due to their friend’s opinion on the site. People on the site are allowed to leave comments and have the ability to communicate directly with the brand itself.
Media Objective/Goal 1. To attract a larger crowd of Millennials.
Media Outlet: FaceBook, My Space, Food Network.com, Yahoo, hotmail, gmail.
WORDS
Reach or coverage Millions of viewers, majority of the Millennial generation.
Audience/ Circulation Millions world wide.
Length or Size Estimated ad position, the top three.
Words will be brought starting August 1, 2008-Sep 30, 2008.
Run Period Purchased of Google words depends on the total clicks brought.
57
Quick and Easy Meals: For the working Millennials who have no time to make an extensive meal.
Cheap quick Meals……………: For the college Millennials looking for a way to save money
Noodles………….: We want to make sure we’re in the top three leads when consumers choose this word in their search.
Cold Remedies…..: statistic shows that people often consume soup when they’re under the weather. We want consumers to think of Top Ramen as an alternative to Campbell’s chicken noodle soup.
Selected Words:
Media Rationale 1. Google is one of the world’s most used search engines as well as one of the world’s top advertising medium. Millennials can be reached in this medium though the search engine as well as the email pages through “gmail”. Google search is a way to not only bringd about word associations with the Yop Ramen brand, but actively include Top Ramen in word searches about its competition, recipes, and easy inexpensive meal options. Top Ramen comes to mind when certain words and connotations are used by the Millennials.
Media Objective/Goal 1. To pop up in the top three leads when consumers search for certain words. 2. To attract a larger segment of the Millennial generation.
Media Outlet: Google.com
NEW
WEBSITE
15 + pages Custom home pages Unique, sub page Design concepts 3 + Revision rounds 3 Photo add -ons External links Voiceovers E-commerce Flash Copy
Logo Works design fee: $2,500
4 week reach/frequency: N/A
Reach or coverage: N/A
Audience/ Circulation: N/A
Length or Size: Brand New Website
Run Period: August 1, 2008
What Logo Works would do…
BRAND
58
Logo Works…will re-design the new Top Ramen website to highlight the new package, new character, new recipe, and new flash video.
Design Firm
Media Rationale 1. Market place gap for the ramen category: A brand of ramen with a cool and fun attitude. By creating a new website, it would provide Top Ramen with a new brand personality and give consumers a good experience they can associate with.
Media Objective/Goal 1. To give the Top Ramen Brand it’s very own website where consumers can share their ramen recipes. 2. To give the Top Ramen Brand a new, cool, attitude to attract the merging Millennial generation. 3. To give Millennials who love the Top Ramen Brand a place to find others to share their enthusiasm.
Media Outlet Web
PLACEMENT
Length or Size: 30 minute episode.
Run Period: September 2008
TELEVISION
59
Media Rationale 1. Top Chef is a competition show where some of the best chefs in the U.S. get together to cook. They compete for the title of "Top Chef," as well as receive money to open their own restaurant. During the first half of the show, they do a segment called a "quick fire challenge." They are given 30 minutes to take an ingredient or specific ingredients that are commonplace and come up with a small dish that is better than the item(s) they started out with. Our idea is to have Top Chef use Top Ramen as the ingredient for a quick fire challenge, thus giving better recognition to the brand name aside from Maruchan as well as show dishes that can be made out of Top Ramen.
Media Objective/Goal 1. To increase Top Ramen Brand Awareness. 2. To show Top Ramen’s versatilities in different recipes.
Media Outlet Top Chef
CONVENTION
Est. 32,902 total / 22,302 paid
Anime Expo…population 40, 647 for a four day convention Otakon……….population 32,902 for a three day convention
Reach or coverage
* Paid attendance refers to the number of people who paid to get in the door.
* Total attendance refers to total number of attendances including paid attendees, guests, staff, dealers, and anyone else with a badge.
Otakon
Anime Expo 40,647 total * / 32, 930 paid*
Audience/ Circulation In 2006...
Ad Length or Size Booth Space 10 x 10
Run Period Otakon………..August 8-10 2008 (Baltimore, MD) Anime Expo……July 4-7 2009 (Southern, CA)
ANIME
60
1. Anime-fanatic Millennials are already familiar with the ramen category because of having grown up with it or having been expose to it due to the Japanese animation culture. Millennials who are anime fans has been described as “cult-like, fanatical, knowledgeable, ravenous--and they buy.” Art dealers and vendors who do business in the dealer’s hall describe the exhibit hall as “the Oklahoma land rush with credit cards.”
Media Rationale
Media Objective/Goal 1. To reach the target audience who are already familiar with ramen, but not necessarily familiar with the Top Ramen Brand. 2. To create an euphoria for the brand, to link it with an enjoyable experience, that also links Top Ramen to the culture where it originated from. 3. To introduce the new package design
Media Outlet Vending Booth of New Top Ramen Packages
TIKI’S
DEBUT
61
Budget $500 per store for a 4 week cycle. 4 Square foot Ad (2 X 2) Test Market ( 274 stores) Win-Dixie. Total = $137,000 (126 stores) Kroger. Total = $63,000 (400 stores total) ---------------------------------------------------------------$ 200, 000 + $100,000 (includes additional labor cost) ---------------------------------------------------------------Total budget for Cart ads: $300, 000
Run Period: The Month of November 2008
Budget $800 per store for a four week cycle. Begin with 35 grocery carts in each target market.
Test Market ( 88 stores ) Food Lions. Total = $70, 400 ( 212 stores ) Kroger. Total = $169,600 (300 stores total) -------------------------------------------------------------$240,000 + 100, 000 (Includes additional labor cost) --------------------------------------------------------------Total budget for cart ads: $ 340,000
Run Period: The Month of April 2009
FEE
SUPER-MARKET FLOOR ADVERTISING
APPERANCE
SUPER-MARKET CART ADVERTISING
TIKI’S
62
Run Period: August 2008.
Test Market Food Lion Winn-Dixie Wal-Mart Kroger -------------------------------------------------------------$530,000 for all 3 million packages --------------------------------------------------------------Total budget for recipe stick-ons: $ 530,000
Begin with 3 million packages which includes the new Top Ramen package and co-brands with Frozen Vegetable, Salad, and Coleslaw.
Run Period: September 1, 2008-September 1, 2009
-------------------------------------------------------------Total budget spent for Website banners: $550,000 --------------------------------------------------------------
Budget Test Market My space Facebook Foodnetwork Gmail Hotmail Yahoo
Budget $. 08 to print / $ .25 to attached.
FEE
WEBSITE BANNERS
APPERANCE
CO-BRANDING / RECIPE STICKERS
TIKI’S
63
$0.53 per click (total click brought: 300,000) $0.93 per click. (total brought: 100,000)
Noodles Price: $ 159,000
Cheap quick meals Price: $93,000
$0.75 per click (total brought: 200,000)
----------------------------------------------------------Total: $559,500
Quick and easy Price: $150,000
Fast and quick meals $0.05 per click (total brought: 150,000) Price: $7,500
$1.00 per click (total click brought: 150,000)
Cold remedies Price: $150,000
Words selected
Run Period: September 2008
Total: $50,000
Budget Top Chef: 30 min. episode
TELEVISION PLACEMENTS
_______________
Run Period: August 1, 2008
Total: $2,500
Budget Design Firm: Logo Works.
Budget Estimated ad position 1-3 / estimated avg. CPC (cost per click)
FEE
NEW WEBSITE
APPERANCE
GOOGLE WORDS
TIKI’S
64
APPERANCE
FEE
All together: $9, 520.00
Anime Expo………….Southern, CA Workers pay $1, 440. Hotel cost: $ 1,540 Car travel: Company SVU, $240 on gas Material Shipping cost: $200 Booth: $800 ------------------------------------------------------------------------Total: $ 4,220. 00
Otakon…………. Baltimore, MD Hotel, Sheraton Baltimore City Center Hotel, 3 blocks from convention center, Departed on 8.6.06 at 6:30 am, arrive 5:15 pm. Return 8.11.08 Total cost for roundtrip airfare, hotel, car rental, $ 4, 332. Company will provide company credit card to buy food. Booth: $1,000 + $300 shipping material Workers pay : $ 2, 880. ------------------------------------------------------------------------Total: $5,300. 00
ANIME CONVENTION
TIKI’S
65
TOTAL
____________________________________________ TOTAL $ 2, 941, 520
AGENCY FEE: $600,000
ANIME CONVENTION: $9,520
TELEVISION: TOP CHEF: $50,000
NEW WEBSITE: $ 2,500
GOOGLE WORDS: $ 559, 500
WEBSITE BANNER: $ 550,000
RECIPE STICK-ONS: $ 530,000
FLOOR ADVERTISEMENT: $ 300,000
CART ADVERTISEMENTS: $ 340,000
NEW
66
CREATIVES
67
BRIEF
Consumers generally do not differentiate between Maruchan and Nissin Ramen. Maruchan is more readily available than Top Ramen Top Ramen’s market-share is not as strong as it could be.
Consumers should be able to remember and select the Top Ramen brand over their competitors Consumers should feel that Top Ramen can be the base for a healthy meal Consumers should be aware of the versatility of Top Ramen
Millennial generation 18-35 of age who live single Want a quick fix meals, because of their busy lives Budget conscious Millennials want a variety of meals Millennials seek healthy meals Millennials are interested in ethnic food variety
4) What's the single most important thing we want to say? Brand Idea That Top Ramen is a versatile and satisfying food that is also affordable and easy to prepare
3) What do we know about our target market?
2) What needs to be accomplished?
1) Why does Top Ramen need to advertise? What problems need to be solved?
CREATIVE
68
4. 28. 08
A modern and fun package will grab the attention of consumers A more memorable brand identity will help consumers remember which brand they prefer Top Ramen consumers will form communities around sharing recipes, supporting its position as a versatile food
Consumers are familiar with the current packaging colors for various flavors and the Nissin and Top Ramen logo needs to be included. The Top Ramen logo should be redesigned to feel more modern.
We believe that building a community around sharing Top Ramen recipes will strengthen the brand position of being a versatile product and will lead to consumers preference of the Top Ramen brand when shopping the soup aisle.
Budget: 1 yr plan = $3 million
We believe messaging the versatility of Top Ramen in the grocery store near complementary ingredients will be highly effective because Millennials enjoy preparing meals with various ingredient that are easy and convenient
7) What is the best context for this message?
6) Mandatory elements, helpful information & insights: Brand personality
5) What are the supporting rational and emotional ‘reasons to act or believe?’ Why should the consumer believe this message?
69
C R E A T I V E S :: L O G O
70
C R E A T I V E S :: P A C K A G E S
(FRON T)
71
C R E A T I V E S :: P A C K A G E S
(BACK )
72
C R E A T I V E S :: S H O P P I N G C A R T
AD
73
C R E A T I V E S :: S H O P P I N G C A R T
AD
74
C R E A T I V E S :: F L O O R
AD
75
C R E A T I V E S :: C O - B R A N D I N G / R E C I P E
STICK-ONS
76
WEBS ITE
BANNERS
77
C R E A T I V E S :: N E W W E B S I T E
78
C R E A T I V E S :: N E W W E B S I T E
79
---http://www.mind-advertising.com/us/campbells_us.htm
---http://www.usatoday.com/money/workplace/2005-11-06-gen-y_x.htm
---http://www.iconoculture.com/MicroSites/Millennials/?gclid=CNPz2c-kgo8CFQSOggod63Tv3g
---http://www.millennialsconference.com/ny/
---http://www.abanet.org/lpm/lpt/articles/mgt08044.html
---http://www.ramenlicious.com/encyclopedia/history-of-ramen.html
---http://www.instantramen.or.jp/english/data/data02.html
---http://www.konzak.com/ramen/ramhist.html
---Oxford Companion to Food, Alan Davidson [Oxford University Press:Oxford] 1999 (p. 735)
---An A-Z of Food and Drink, John Ayto [Oxford University Press:Oxford] 2002 (p. 316)
---en.wikipedia.org/wiki/Soup
---http://www.foodtimeline.org/foodsoups.html
---Food in the Ancient World from A to Z, Andrew Dalby [Routledge:London] 2003 (p. 307)
---Food in History, Maguelonne Toussaint-Samat, translated by Anthea Bell [New York] 1992 (p. 177)
SOURCES
80
---http://www.mattfischer.com/ramen/ - official Ramen homepage
---http://www.ramenlicious.com - recipes
---http://www.nytimes.com/2007/01/09/opinion/09tue3.html
---http://webprod.ift.org/NR/rdonlyres/28CC3AAE-F312-4E0C-801B-A9D45898574C/0/1005centeraisle.pdf
---http://www.sciencedirect.com
---http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=265646709
---http://www.bettermanagement.com/library/library.aspx?l=14698
---http://www.starfocuspros.com/supermarket.html#cart
---http://www.washingtonpost.com/wp-dyn/content/article/2006/09/13/AR2006091301573.html
---http://www.msnbc.msn.com/id/4138986/
---http://findarticles.com/p/articles/mi_m0EIN/is_2000_Feb_24/ai_59589994
---http://www.medialifemagazine.com/news2001/nov01/nov19/1_mon/news5monday.html
---http://www.animecons.com/news/article.shtml/403
---http://www.preparedfoods.com/CDA/Archives/4a41322e33788010VgnVCM100000f932a8c0
SOURCES
81
---N. Howe & W. Strauss, Millennials Rising: The Next Great Generation, Vintage Books, N.Y., 2000. C. Cronk & A. Nelson, Gen Y--How Do They Eat? Immersion interviews, 2001, Food & Marketplace Insights, Minneapolis, unpublished.
---http://www.quantcast.com/naruto.com
---http://imprinttalk.com/?m=200802
---http://www.komikazee.com/news/comments/extra_1/
---http://noodleson.com/info/2005/12/16/real-ramen/
---http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=45893101
---http://ageconsearch.umn.edu/bitstream/123456789/7850/1/33010182.pdf
---http://www.preparedfoods.com/CDA/Archives/4a41322e33788010VgnVCM100000f932a8c0
---http://www.kraftfoodservice.ca/en/BusinessTools/Millennials.htm
---http://www.marketresearch.com
SOURCES
82