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INTRODUCTION TO TWICE TASTYNOODLES It is a brand name of instant noodles
TWICE TASTY wants to explore the potential of the Indian market in the ready to eat
category of non maida noodles It is the first ever AJINOMOTO FREE noodleslaunched in India.
We are looking forward to giving the toughest
competition to the existing market leader inthe noodles category i.e., Maggi.
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VISION…
We are constantly in touch with our customersthrough R&D for determining the dimensions
responsible for customer satisfaction and creatingnew flavors that will ensure our customers are
truly satisfied.
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MISSION…
To be considered as the number one fastmeal option of India combining the values of
convenience, taste & health
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CORPORATE OBJECTIVES Increase value market share to become the
toughest competitor of the current leadingbrand i.e., Maggi by 2014-15.
To promote “TWICE TASTY” noodles ashealthy, ready to eat, convenient foodamong working mothers & office goers.
To provide line extension by introducing
cheese noodles & multi grain noodles.To upgrade the existing product features viz.packaging, ingredients & special add
Additives based on consumer feedback.
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Value chain analysisThrough delivery of an instant healthy
food that provides value for money tothe customers, we intend to enhance
brand loyalty of our product.
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SUSTAINABLE COMPETITIVEADVANTAGE
Twicetasty is a non
maidaAJINOMOTO freenoodles
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CORE COMPETENCE
Twicetasty provides consistentquality, healthy food which gives value for money.
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CONCEPT DEVELOPMENT OFTASTY TWICE
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MARKETING PLANSITUATION
PROBLEM
OBJECTIVES
STRATEGYTACTICS
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SITUATIONAL ANALYSISMARKET:GEOGRAPHICAL SPREAD: metropolitan as well
as two tier cities (specially where morenumber of working mothers are residing.)
POTENTIAL: grabbing the ever increasing healthconscious consumers; the time deprived 21st century working women
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● size
INFERENCE: The total noodle market is of 130crores, our initial plan is to capture the marketshare of other local brands i.e,. Of 10 crores.
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PROBLEMSvFalse claims exist in the market to defame
noodles. These claims include putting onweight. Post research however, it has beenconcluded that there is no such effect.
vPrivate brands like Big Bazaar’s Tasty Treat andAditya Birla Retails Feasters are notching up theshare
vMost of the noodles sold are wax coated.
v Twice Tasty faces product substitution risk andbrands like knorr and foodles could potentiallyimpact its incremental growth.
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PURCHASING PATTERN PURCHASING DECISION
INFERENCE: Although our Target Customers are kids, butsince the major decision makers are mothers, our targetaudience will be mothers.
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FREUENCY OF PURCHASE
INFERENCE: SINCE THE PURCHASING PATTERN REVEALS THAT CUSTOMERS PURCHASE NOODLES VERY OFTEN THERE’S A LOT OF SCOPE FOR TWICETASTY TO EARN PROFITS
STRATEGIC DECISONS
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SET 2Regular users
Dual Role of Twicetasty
A wide variety in flavors and size for Regulars UsersHealthy contents in their favorite TWICETASTY for Infrequent users
SET 1Infrequent Users
The Multi – Task for TwicetastyThe Multi – Task for Twicetasty
STRATEGIC DECISONS
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Once in
week,
33%
once in
fortnight,
31%
Rarely, 5%
Once in a
month,
13%Alternativ
e days,
18%Alternative days Once in week
once in fortnight Once in a month
Rarely
▪▪Mom restrictsMom restricts
▪▪ Feel its notFeel its not
healthyhealthy
▪▪ Daily eatingDaily eatingwill be borewill be bore
▪▪ Feel likeFeel likeeating satisfieseating satisfieshunger andhunger andtastes superb.tastes superb.
▪▪ It is nutritiousIt is nutritiousas a mix allas a mix all
vegetablesvegetables
Prominent Reasons
INFERENCE:Health conscious people prefer TwiceTasty because of its healthy composition
CONSUMPTION PATTERN
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SWOT ANALYSISStrength
AGINOMOTO free. Good to eat,Easy to cook. Product according to the
need of indian consumer. Innovative healthy product .
Weakness It is a brand new product &
customers are unawareabout it .
Not so much presence inrural market .
Opportunity Increasing number of working
youth . Product acceptance is
increasing in Indian market . Shift to rural market Changing
preference of consumertoward Chinese food and fastfood.
Threat Price war with competitors Strong presence of regional
competitor
INFERENCE: WITH CHANGINGTRENDS WE CAN EASILY MAKE OURPLACE IN MARKET, AS WE AREHEALTHIER THAN
OUR COMPETITORS
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DIFFERENTIATION
Twice Tasty:-Non maida ajinomoto instantnoodles
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INSTANT NOODLES MARKET
Office-Goers
ChildrenHomemaker
sTeenager
s
Age 5-10yrs
11-15 yrs.
Maida
Noodles
Rice
Noodles
WheatNoodles
NonMaida
&Ajinomoto
freenoodles
MultigrainNoodles
Target Group is children between the age group of 11-15
16-20 yrs.
SEGMENTATION
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TARGETING
Targeting
ØTarget Group:- Kids
Ø
ØAge:- 11-15
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The Image positioning Strategy“An instant tasty and healthy snack cummeal”
The customer (needs and wants)•Easy to cook•Instant•Tasty•Hunger satisfying snack
The BrandDistinctive feature
TWICE TASTY
The customer (needs and wants)•Easy to cook•Instant•Tasty
•Hunger satisfying snack
The BrandDistinctive feature
TASTY TWICE
The final positioning Strategy “An instant tasty and healthy snack cum meal”
POSITIONING STRATEGY
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MICHAEL PORTER’S FIVE FORCES MODEL
NEW ENTRANTS
Horlicks FoodlesSunfeast-Yuppie
INDUSTRIAL RIVALRYTop Ramen, Maggi etc
SUBSTITUTESChowmenFast Food
Pasta
SUPPLIERSDistributors
aw Material Suppliers
BUYERSCustomer Mind Set,
Brand IMage
INFERENCE: we are theonly new entrant in themarket with ajinomoto free concept, so we arehaving monopoly in thissection.
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LINEAR MODEL
SALES PROMOTION
PRICE :Penetrationpricing
CONTEST :InvitingNoodleRecipes fromHomemakers
FREE :FreeSamplewithsauces
DISCOUNT:Get forkand spoonfree withfourpackets
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MACRO-SOCIO ENVIRONMENT
Nutrition, health and development arepriorities for the society where Twice Tasty iscommitted to making a difference and isuniquely positioned to do so through itsapproach to create share value & customervalue.
CHANGING SOCIETAL TRENDS:
● Emerging nuclear family trend● Emergence of working women
● More number of students migrating forstudies.
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THE 4 P’S
Marketing Mix Decisons
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a) Nature of Product : Goods or Services
b) Market to which Product is Sold: Consumers or Industry
c) Characteristics of Twice tasty Noodles:
Good quality Best Taste
Nutritional factor
Easy Availability
Value price Available in Different Sizes
Variety available
d)d) Packaging:Packaging: Packaging is persuasive (attractive), informationalPackaging is persuasive (attractive), informational
and uniqueand unique
Product
Marketing Mix Decisons
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Instant noodles (raw)
Nutritional value per 100 g (3.5 oz)
Energy 1,895 kJ (453 kcal)
Carbohydrates 65 g Dietary fiber 2.4 g Fat 17 g saturated 7.6 g Protein 9 g
Thiamine (Vit. B1) 0.7 mg (54%) Riboflavin (Vit. B2) 0.4 mg (27%)
Niacin (Vit. B3) 5.4 mg (36%) Folate (Vit. B9) 147 μg (37%) Iron 4.3 mg (34%)
Potassium 120 mg (3%) Sodium 1160 mg (50%) One package is 80 gPercentages are relative to US recommendations for adults.
Source: USDA
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Small Single Double Four in 1
Variants/Quantity 50gms 100gms 200gms 400gms
Twicetasty Rs. 5 Rs. 8 Rs. 18 Rs.35
Twicetasty cheese Rs. 8 Rs.18 Rs.35
Twicetasty chicken Rs. 8 Rs.18 Rs.35
Twicetastymultigrain
Rs. 12
Twicetasty tomato Rs. 12/ 93gms Rs. 40/ 360 gms
Twicetasty veggi Rs. 12/83 gms Rs. 50/ 332 gms
PRICE
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Manufacturer Distributor Retailer Consumer
•INFERENCE: Available even at nearestINFERENCE: Available even at nearest
grocery shop, which increases sales to givegrocery shop, which increases sales to givehigher profitshigher profits
Place
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promotion of twicetasty Will increase retailer’s margin from 9% to 9.5%. Every quarter in the year 2010,there will be an
“Twice Tasty Best Retailer of the Month Contest”, retailer who will be doing maximum sales of
Twice Tasty noodles every month in Gandhidham& Adipur, will get a 100 Rs. gift voucher as wellas Appreciation in Newspaper.
Consumer promotion in Twice Tasty Fork and Spoon free with 4 packs of Twice Tasty
Noodles. Assortment Pack of 6 for kids (mix) with a happy
meal toy (Daily different flavors so they will notget bored of same Twice Tasty every day) Rs. 45
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PRODUCT LIFE CYCLE
TWICETASTY
INTRODUCTION STAGE: TT was launched in June 2010, right nowit is in introduction stage establishing itself in the market.GROWTH STAGE: Planning to launch several varients and achieveatleast 35% of market share by 2012….MATURITY STAGE: To overtake Maggi’s market share by 2016…
PERCEPTUAL MAPPING FOR TWICE
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Aginomoto free
Healthyfood
Unhealthy food
W i t h A g i n o m o t o
TwiceTasty
Feasters
Horlicks
Maggi
Top Ramen
PERCEPTUAL MAPPING FOR TWICETASTY
INFERENCE: The consumer perception of
our product should be that of a healthy &wholesome meal.
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FCB GRID – TWICE TASTY
Rational
Emotional
HighInvolvement
LowInvolvement
Twice TastyNoodles
INFERENCE: Since the product is not an unhealthy fast food, motherswill be emotionally attached to it .Marketing has to be done in sucha way that it creates buzz among the Indian mothers.
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GENERIC MARKETINGSTRATEGY
INFERENCE: We are adopting mixed strategy as our product is different &available at economical price.
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PEST ANALYSISPOLITICALFood Category control under
FDAChange in Law andRegulationAbility to penetrate indeveloping and emerging
markets.
ECONOMICTaxation policy( VAT)
GDP growth rateGrowth rate of Food andBeverage Sector
SOCIALChanging lifestyles. Need of instant food.Increasing purchasing power.
TECHNOLOGICALBetter Production TechniquesBetter distributionOnline marketing of Twice
TastyMechanization
INFERENCE: Considering all the PEST factors we need to market our product in such a way that it doesn’t face any constraints and cangrasp all the opportunities.
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ADVERTISING STRATEGY FOR NOODLES
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ONLINE NOODLES MARKETINGTwice Tasty has applied an interesting application
of online geo marketing.
Our idea is to target anyone preparing to visit anarea near any of the shops.
A message will appear on the screen calling forpeople to "click here for noodles in this area".Then, on click, all the shops in the area will bepinpointed on the map in detail.
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AFFILIATE MARKETING
You can now promote Twice Tasty online today
and begin enjoying an extra stream of incomewhen you sign up for the Twicetastynoodle.comaffiliate program.
An affiliate program is a web-based referralsystem where you can recommend our noodlesto other people.
They can also send them to our website atTwicetastynoodle.com through a specially codedaffiliate link, and you get paid commissions foryour referrals when someone makes a purchase.
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PAY PER CLICK
If you sign up for our affiliate program using,you will not only be authorized to promotetwice tasty Noodles on your website, in yournewsletter or even through Pay Per Click
advertising such as Google and Overture.
Here's the best part of all: You earn a 5%commission on every sale you make throughyour affiliate link.
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BLOG MARKETING
You get instant access to our private affiliate
area, which will include professionally-designedbanners, promotional letters, text ads,classified ads and even lessons on Onlinemarketing.
We will also provide you with valuable contentthrough our syndicated columns and articles,which you can publish on your own website.
Creating interaction blogs for customers likewww.twicetastyclub.in
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Adopted a combination of Push and pull Strategy,where more focus on pull strategy will be observed
Advertisement:
National advertisements with endorser
Sponsoring Dance India Dance lilchamps
Ad in Local news paper
Hoardings Pole Kiosk
Shelf Display
MARKETING COMMUNICATIONTOOLS
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National TV Advertising Here national advertising, which we see on TV would be runnationally,
Will be a part of my campaign in inducing the trial for the variousflavors and increasing the frequency of consumption of Masala brand
Sponsoring Sa Re Ga Ma Pa little champcoming up in January this activity will help a lot in reaching out totarget audience and Increasing thememorability and trying to change theperception for the other flavors of Twice Tastynoodles
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Newspaper advertisement:Newspaper advertisement: Advertisement in local news paperAdvertisement in local news paper
quarterly, talking about flavors available,quarterly, talking about flavors available,
healthy content in Twice Tasty (Proteinhealthy content in Twice Tasty (Proteinand calcium). Also announcing “Bestand calcium). Also announcing “Best
Retailer for Twice Tasty along with aRetailer for Twice Tasty along with a
Rs.100 gift voucher.Rs.100 gift voucher.
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Out door Marketing- Van moving across theOut door Marketing- Van moving across the
citycity
A Van would be painted with Twice Tasty pictures, slogansA Van would be painted with Twice Tasty pictures, slogans
and endorser picture will be out in the city, visitingand endorser picture will be out in the city, visiting
colleges during week days and shopping places duringcolleges during week days and shopping places duringweekends, providing Rs. 8 Twice Tasty noodles (all flavorsweekends, providing Rs. 8 Twice Tasty noodles (all flavors
available)available)
Designing the name of Van.Designing the name of Van.
Announcing 5 lucky free bees everyday who will get 1Announcing 5 lucky free bees everyday who will get 1
plate Twice Tasty noodles (any of the variant) free onplate Twice Tasty noodles (any of the variant) free onpurchase of 2 plates.purchase of 2 plates.
Van would run a ‘jingle’ planned for Twice Tasty all timeVan would run a ‘jingle’ planned for Twice Tasty all time
– resulting into brand recall.– resulting into brand recall.
The service providers and the stationery and vessels willThe service providers and the stationery and vessels will
be all in red and yellow depicting Twice Tasty logo.be all in red and yellow depicting Twice Tasty logo.
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Sponsoring sports eveSponsoring sports eventnt
Students from all the higher secondary school will be motivated
to participate in the inter school sports competition.
A website is already their for children –Twice Tasty club, many
activities are done in that, all the advertisements about campaign
would be floated in that website too. incurring no cost
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PUBLIC RELATIONS Getting a health certificateGetting a health certificate
Educating all opinion leaders for socialEducating all opinion leaders for social
development and health care, about newdevelopment and health care, about new
healthy 2 minute Twice Tasty thushealthy 2 minute Twice Tasty thusinfluencing their opinion. (e.g. doctors,influencing their opinion. (e.g. doctors,
Teachers.)Teachers.)
Publicity articles given by Doctors or fittestPublicity articles given by Doctors or fittest
people about Twice Tasty noodlespeople about Twice Tasty noodles
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ØSponsoring School Sports event (higher secondary
students)
Organizing Twice Tasty painting competition, forschool children till standard 7th
ØIntroducing Twice Tasty news letter for teenagers
every month. (consists of general knowledge, diet
essentials, puzzles, jokes, brain games and manyother interesting things)
ØMoving Van, painted about Twice Tasty, near colleges
and shopping places, which would provide cooked
Twice Tasty for Rs.8ØOrganizing Twice Tasty Happy Healthy Family day, as
a freak out place with parents (just like in fairs, filled
with games, eatables and awareness about the heath
contents in twice tasty noodles
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branding
Brand Ambassador: Malaika
Arora Khan
“ ”TWICeTASTY TWICeHEALTHY
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TaskTask Estimated cost (Rs)Estimated cost (Rs)Ad in newspaper (Kutch Mitra)Ad in newspaper (Kutch Mitra)
4 times last half page4 times last half page
4 times 1/8 page4 times 1/8 page
Rs. 37500Rs. 37500
2) Sales Promotion Activities done2) Sales Promotion Activities done Rs. 5,83,724Rs. 5,83,724
3) Blogs3) Blogs Rs. 30Rs. 30
4) Shelf Display (Rs.250 * 7)4) Shelf Display (Rs.250 * 7) Rs. 1,750Rs. 1,750
5) 2 Hoardings (2* 7500* 6 mths)5) 2 Hoardings (2* 7500* 6 mths) Rs. 90,000Rs. 90,000
6) 5 Pole Kiosks (Rs.350 each)6) 5 Pole Kiosks (Rs.350 each) Rs. 1,750Rs. 1,750
7) Public Relation Activities7) Public Relation Activities Rs. 25000Rs. 250008) Sponsoring sports day (Higher secondary School)8) Sponsoring sports day (Higher secondary School) Rs. 15000Rs. 15000
9) Organizing competitions (painting)9) Organizing competitions (painting) Rs. 4,000Rs. 4,000
10) Moving van across city (planned places)10) Moving van across city (planned places) Rs. 1,20,000Rs. 1,20,000
11) Sponsoring Sa Re Ga Ma Pa little champ Singing event +11) Sponsoring Sa Re Ga Ma Pa little champ Singing event +
National AdvertisingNational AdvertisingRs. 1,04,166Rs. 1,04,166
12) Brand endorser12) Brand endorser Rs. 69,444Rs. 69,44414) Maggi News letters (Quarterly)14) Maggi News letters (Quarterly) Rs. 10,000Rs. 10,000
14) Organizing a fair kind.14) Organizing a fair kind. Rs. 10000Rs. 10000
TOTAL ESTIMATED COSTTOTAL ESTIMATED COST Rs. 10,70,614Rs. 10,70,614
BUDGETING
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WICE TASTY NOODLES:-By
Rohini Banerjee
Anuja Dixit
Sunil Kumar
Smriti Suman
Nandini Rai
Rashmita Panda
Madhu Kumari
Manthan Dave Sushil Kumar