SO TASTY SO HEALTHY SAKET RAUSHAN PRN NO. – 12050221151 ACADEMIC YEAR- 2012-16 FACULTY – MRS. PRANITA RANADE
[WAI WAI NOODLES] INFORMATION COLLECTION AND ANALYSIS
ACKNOWLEDGEMENT I wish to express my sincere gratitude to Prof. Pranita Ranade for giving me the golden opportunity to do this wonderful project. Going to so many differnet shops/ to public/ research on internet for collecting information on WAI WAI Noodles was quite an experience. I am really thankful to the owners of the shops or the public, that, I went to, for letting me work on this project with full support of the concerned faculty. Once again I sincerely thank them for everything.
Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
AIM , OBJECTIVE, BRIEF ABOUT THE CLIENT BRAINSTORMING AND RESEARCH PLAN METHOD OF COLLECTING INFORMATION RESEARCH FINDINGS SWOT ANALYSIS PEST ANALYSIS COMPETITOR STUDY DESIGN PROPOSAL BIBLIOGRAPHY
AIM : To do the competitive study for a product yet to be launched in India.
OBJECTIVE : To collect information on the given topic and to analyse it.
BRIEF : To launch the Wai Wai Noodles in India by collecting the information on various available noodles in India and their packaging design.
ABOUT THE CLIENT Wai Wai is a brand of instant food produced by Chaudhary Group under CG Group (Nepal) Pvt. Ltd. In Nepal. Wai Wai was launched is Nepal. After about 2 decades, there are over 20 different noodles in Nepal, providing various seasoning, flavours and diets.
Nirmana Choudhary is currently the company’s Managing Director and overseeing its rapied expansion plan. It is the most sought after brand in Nepal, and is more popular than the best brands in Nepal and other parts of Asia. Wai Wai can be eaten straight from the package or cooked in soup form. Unlike ordinary noodles, wai wai is pre-cooked, flavoured, seasoned and fried before packaging. It comes in various seasoning flavours. A pack of Wai Wai includes chili powder, masala (mixed spices) and onion oil which can be used to prepare the soup. Wai Wais are rich in carbohydrates, minerals and proteins. Chicken and vegetarian flavored Wai Wai are the most popular flavours. Many Nepalese officials commonly eat Wai Wai as their lunch.
Wai Wai is perhaps the most common brand of dry foods in Nepal. Instant noodles consist of a major part of the dry foods sold in Nepal and are claimed to be available in any part of the country.It is a brown noodle available in both chicken and vegetable flavour. Wai Wai produced in Nepal used to be exported to India. The rising popularity of Wai Wai in India led CG Foods to open factories in India. Currently there are 3 factories of Wai Wai in India. Wai Wai has gained popularity in about thirty countries around Asia and Europe, with most foreign tourists taking a liking to it and importing it into their respective countries.
Ingredients used to prepare vegetarian Wai Wai:
Wheat flour
Vegetable oil
Salt
Chilli
Onion
Garlic
Soya Sauce
Spices
Hydrolysed vegetable protein
Edible gum
Black Pepper
Monosodium glutamate (1%)
Wai Wai has also released a new version of the noodles branded as "quick", which is available in different flavors.
Wai Wai, Nepal’s number one noodles have captured the hearts and minds of young and old alike for last 2 decades. Through continuous product innovation and up-gradation Wai Wai remains fresh as ever. It has kept on improving and enriching itself with addition of Vitamins and Minerals that have become industry standard. Enjoying Wai Wai cooked or straight from the pack has become second nature to all Nepalese. Now Wai Wai introduces Cup Noodles so that its consumers can even enjoy it cooked Wai Wai while being on-the-move. All they have to do is add hot water and wait for two minutes and it is ready to eat. What’s more, Wai Wai cup noodles are packed in a microwave safe pack and also come with a fork inside.
BRAINSTORMING
RESEARCH PLAN Internet Research Market Reseach Public Views
RESEARCH FINDINGS 1.
TOP RAMEN (NISSIN FOODS) – “More Masala More Mazaa”
Nissin Foods is a Japanese company that makes instant Ramen Noodles. It was established in Japan on September 4, 1948 by Momofuku Ando as Nissin Food Products Co., Ltd. Of Japan. Instant Noodles were invented by Momofuku Ando of Nissin Foods, Japan. Nissin Foods is affiliated with neither Nisshin Seifun Group Inc. nor Nisshin OilliO Group, Ltd., nor Nisshinbo Holdings Inc. nor Nissin Healthcare Food Service Co., Ltd.
Top Ramen is one of the noodles brand in India launched by Indo Nissin Foods Ltd. in 1991. Dr. Momofuku Ando was the founder of Nissin who invented instant noodles in Japan in 1958. After the country faced World War II, Mr. Ando wanted to develop a quality and convenient ramen product that would help to feed huge number of people. His goal was to create a satisfying ramen that could be eaten anywhere, anytime. In 1972, Mr. Ando developed ‘Cup Noodles’, the world’s first cup-type noodle product. The little seed sown by Momofuku Ando has now grown into a huge industry that supplies 85.7 billion servings annually to consumers throughout the world.
2.
MAGGI (NESTLE) – “Taste Bhi Health Bhi”
Maggi noodles is a brand of instant noodles manufactured by Nestlé. The Maggi brand originates from Switzerland where in 1863 Julius Maggi created a recipe of flavors to bring added taste to meals. This marked the beginning of the Maggi brand and its convenient products. Known for his nutrition-oriented approach, the Swiss Government asked Julius Maggi to create a product that would be quick to prepare yet nutritious as more and more women were working outside the home. In 1947 Nestle acquired the Maggi brand. The tagline of Maggi used was ‘Fast to cook and good to eat’ not just to promote the product, but also to educate the ever growing aspirant consumer about the advantages of using it. Today the tradition continues around the world. Whether its Maggi bouillons, soups, seasonings, noodles or sauces, consumers have come to know and trust the Maggi brand for its high quality, convenience and nutrition. It’s a brand of instant noodles made by Nestle India Ltd. It was found by the Maggi family in Switzerland in the 19th century. Nestle launched Maggi for the first time in India in 1982. Nestle wanted to explore the potential for such an instant food among the Indian market. Maggi Noodles are available in a large assortment of different flavours and vary from country to country. Maggi noodles also produces instant noodles known as "Hot Bowl" noodles named "Cuppa Mania" in India. New drinkable Maggi noodle soups are also available.
3.
CHING’S SECRET (CAPITAL FOODS) – “Ching’s Khao, Baaki Bhool Jao”
The Ching’s Secret range of Chinese Food ingredients is manufactured by Capital Foods Ltd., India. Launched in 1996, Ching’s Secret is a brand of Oriental food ingredients offering a range of sauces, soups, seasonings and noodles. Key ingredients have been developed through in-depth research into the Oriental food culture. The taste is so genuine that it transports you straight away to The Orient! Cooking Oriental food has never been easier! Now you can cook up an entire Oriental meal with the help of Ching’s Secret. Go through our easy-to-follow recipes and surprise family with a host of delicious dishes. And how you managed this can be a secret between you and Ching’s! Capital Food Service Capital Foods - the food services partner you have been searching for! Today we are India’s leading providers of the best of global foods to the rapidly growing food services industry. Our mission is to bring ethnic culinary experiences right to your customers’ plates - by providing you with an extensive choice of foods from The Orient, India and other cooking aids.
4.
FOODLES (HORLICKS) – “Noodles with the No”
(Glaxo SmithKline Horlicks – Foodles) : GSKCH has been keen on extending its brand Horlicks across newer product categories and thus has entered into the highly competitive segment of instant noodles through its newly introduced Horlicks Foodles, aimed to explore the category of salty snack food market. The main USP of Foodles is the “Health Maker” sachet which comes along with the noodles pack. The health maker sachet contains the essentials of 5 vitamins.
Glaxo SmithKline was the first company to achieve the Carbon Trust Standard Global Certification. It has reduced total waste generated from their operations by 6.9% in 2011.
The company is aiming to have a carbon-neutral value chain by 2050. The company targets to reduce carbon footprint by 10% in 2015 and by 25% in 2020. It aims to reduce water consumption by 20% by 2015. Reduction in waste to landfill from their operations in 2011 was 25.5% and They target to reduce their wastage fully by 2020. They target to reduce the total waste generated from their operations by 50% by 2020.
SWOT ANALYSIS Top Ramen
Maggi
Strength: Market leader heavily
Strength: Market leader in the noodles category
dependent on One flavour.
It has a huge brand loyalty. The advertising
Unexploited rural markets.
strategy for Maggi was a super hit as their
Weakness: Presence of regional
tagline itself was very effective and grabbed the
competitors Brand loyalty Minor
consumer’s mind.
distribution problems.
Weakness: The weakness of the product was
Opportunity: Increasing number
that it was earlier heavily dependent on only
of working youth Competitive
one flavor which consumers get bored after a
pricing (Top Ramen) Distribution
time and stops buying the product which hits
channels.
the market sales of the product.
Threat: Health related issues Affinity far
Opportunity: Unexploited rural markets as so
of Indians to Chinese food Innovative
as so far they have mainly targeted cities and
Advertising strategy.
Developed areas. Threat: Price war strategies adopted by other
Ching’s Secret
brands like Top Raman.
Strength: Innovative products for Indian
Foodles
taste buds which helped them grabbing
Strength: Legacy of Horlicks in wellness, large
more market as customer needs variety
distribution network.
and they loved those flavours as well. segment,
Weakness: Lack of experience in the
Weakness: Advertisement is not well
Lesser traction in North and West.
with respect to advertisement of Maggi.
Opportunity: Market growing in double digits,
Opportunity: Increased affinity of Indians
instant noodles widely accepted as snack food.
towards chinese cuisine creates new
Threat: Category hinges on subjective taste,
opportunity for Maggi to improve its taste
market monopolized by Nestle’s Maggi,
furtherand capture large market share.
Hindustan Unilevel also wants a slice of the pie.
Threats: Presence of branded competitor’s e.g Top Raman, Maggi noodles.
PEST ANALYSIS Economical Statistics: Top Ramen
Maggi
Curry veg:
OAT:
320 gm ; Price: Rs. 62
For Wheat Noodles: Rs. 10
375gm; Price: Rs. 78
Aata Noodles
: Rs. 15
70 gm; Price: Rs. 12 280gm; Price: Rs.48
Saucy Flat:
75gm; Price: Rs.16
Macho Masala: 300gm; Price: Rs.39 Ching’s Secret Chings Secret - Pad Thai
Foodles : Rs.115
320 gm:
Rs. 72
Paneer Chilli Miracle Masala : Rs.30
80 gm :
Rs. 15
Paneer Chilly Sauce Mix
: Rs.36
Schezwan Miracle Masala
: Rs.30
Schezwan Sauce Mix
: Rs.38
Social Statistics: Age group: Mainly focused on 3 years to 30 years people for all the brands i.e. Top Roman, Maggi, Ching’s Secret, Foodles. Market ratings of Maggi is much better than other brands as A) Market leader in the noodles category. Anytime anyone prefers Maggi as noodles. B)
It has a huge brand loyalty.
C) It has developed the huge distribution channel network over thousands of distributors, retailers etc.
Hence, Maggi is available in every shop right from the supermarket till food malls.
COMPETITOR STUDY TABLE Flavour
Top Ramen Super Noodles: Masala, Toamto, Chicken, Curry veg; Oat Noodles: Yummy Masala, Tangy Tomato, Creamy Cheese, Atta Noodles, Cup Noodles: Mast Masala, Spicy Vegetable, Tangy Chicken, Mini Cup Noodles: Manchurian, Tomato, Pani Puri, Mug Noodles: Mast Masala, Spicy Vegetable, Chicken Ramen
Maggi Maggi Vegetable Multigrainz Noodles, Maggi 2-minute Noodles, Maggi Vegetable Atta Noodles, Maggi Cuppa Mania
Ching’s Secret Instant Noodles: Schezwan Instant Noodles, Hot Garlic Noodles, Manchurian Instant Noodles; Ching’s Secret Veg/Egg Hakka Noodles; Pad Thai Noodles: Original Lemongrass & Chilli Pad Thai Noodles, Green Curry Pad Thai Noodles Pad Thai Noodles, Extra Hot Thai Chilli Pad Thai Noodles
Foodles Regular, Ala Masala, Curry in Hurry, Slice of Spice, Multi Grain
Wai-Wai Chicken, Schezwan, Veg, Spinach, Manchurian
Color
Red, Green, Orange, Yellow, Blue, White
Yellow, Red, Blue, Light green, Green, White
Red, Red + Orange, Blue, Green, Yellow, Purple, White, Grey
Green, Yellow, Orange, Blue, Red, Light green, White
Green, Red Yellow, White, Blue, Light green, Purple
DESIGN PROPOSAL o o o o o o o o
o
As Wai Wai is lauching their noodles in India, So it reuires redesigning of the packaging. Color of the layout of the packaging will change with the flavors. For cup noodles, there will be a spoon attached to the cup. Yellow and white color will be used in every packaging like for the background or text. Thetag line “SO TASTY SO HEALTHY� will be written on the upper left side of the packaging on the front. As maggi is providing a scheme of lucky draw for customers to come on the cover of the packaging. We would also come up with such types of offer. Wai Wai will be written on the upper centre or centre of the packaging on the front and on the backside too in small fonts with respect to the front text. An image of noodles will be shown on the right hand side in different styles such as only noodles or a person eating noodles or any other image but will change in some interval of time on a regular basis and the layout will be same. The current design is not so much attractive because of the color combination so ther are some following color combinations which could be attractive:a) Yellow and Red b) Yellow and Green c) Green and Blue d) Blue and Yellow e) Purple and Green
BIBLIOGRAPHY http://www.sunfeastyippee.com/ http://www.chingssecret.com/product_instant%20noodles.html http://www.maggi.in/maggi_khushiyan.html http://www.topramen.in/index.php https://en.wikipedia.org/wiki/Maggi_noodles https://www.google.co.in/ http://www.slideshare.net/sushma526/sunfeast-yippee-noodles-10548682 http://en.wikipedia.org/wiki/Wai_Wai_(food) http://www.healthhoops.com/nutrition/horlicks-foodles-multigrain-masala.html http://iims-markathon.blogspot.in/2010/12/building-brand-foodles.html http://basicmarketingfundas4u.blogspot.in/2010/12/horlicks-foodles-nutrilicious-noodles.html http://www.alibaba.com/showroom/noodles-wai-wai.html http://en.wikipedia.org/wiki/Nissin_Foods http://www.topramen.in/about_us.php#about_quality_commitment http://www.chingssecret.com/our%20story.html http://www.managementparadise.com/forums/marketing-management/205539-swot-analysis-maggi.html http://indiatopresponsibilitybrands.wordpress.com/2013/05/23/environment-friendly-health-friendly-andsocially-responsible-noodle-brand-based-on-brands-available-in-coimbatore-city/
THANK YOU