TOP RAMEN

Presented By:-Rashmeet Singh JaggiRohan BhowmikRuby ShuklaSahil JoshiSankalp Sharma

BRAND HISTORY

• Launched in 1991.• The brand quickly went into limelight with

its famous positioning as Smoodles.– Smoodles means Smooth Noodles

The Brand relaunched with new tagline “'Be the Champion”

CUP NOODLES..

• Developing a new category of cup-noodles in Indian market

• It is ready to eat just after adding hot water into it.

• Cup-Noodles are targeting adults.• Top Ramen is also credited with the

launch of curry-noodles in India.

PRODUCT LINE

MARKET SHARE

MAGGITOPRAMENOTHERS

PAST STRATEGIES

PROMOTIONAL STRATEGY

DISTRIBUTION STRATEGIES

Entered India in 1988

Joint venture with Brooke Bond India Ltd.

Agreement broke off in 1998

HUL pulled out its stake from the company

Distribute the products through Marico Industries

Into an agreement for distributing and marketing

Alliance was scaled down to cover only distribution

In 2008, the alliance was mutually called-off

PRICING STRATEGIES

• Top Ramen was always perceived as a premium brand .

• Then They launched one product which is priced at Rs. 9

• Shows price on the front of the pack which too in the bigger size fonts

• Net Weight is less than Maggi Rs. 10 Pack

PRODUCT STRATEGIES

• Top Ramen could not offer any serious differentiation to Maggi

• It’s not a noodles, it’s a Smoodles.• They launched Cup noodles that need not

be cooked.• Top Ramen did was to name the base

flavour as "Macho Masala" instead of just “Masala”.

COMMUNICATION STRATEGY• Top Ramen were proudly boasting a funky

English Tag line "Don't be a noodle, be a smoodle“.

• Then “the jungle book” ad it’s full of fun, action and emotion.

• New Top Ramen noodles are spicier, tastier and more fun

• Then it communicates to people with a new tagline “Be the Champion”, and a new

mascot, the Top Boy

BRAND STRATEGY

Top Ramen Commercial - Saina Nehwal.flv

SOME FAULTY STRATEGIES..

• Top Ramen entered Indian market late

• Top Ramen did was they never considered localization in the early stages

• Top Ramen name the base flavour as "Macho Masala" instead of just "Masala“

SWOT ANALYSIS

STREGTHFor promotion launched various

online gamesAssociation with celebrities as brand

ambassador different Indian flavours.

WEAKNESSStill trying to penetrate the

global market Limited advertising & brand

awareness as compared to leading noodle brands

OPPORTUNITYCost reduction by restructuring

production systemGrowing market for fast to prepare

food

THREATSLess price of competitor’s

productBrand switching cost is very

lowLocal brands and restaurants

SWOT

POSITIONING

• "Don't be a noodle, be a smoodle" evolved as the base line for the brand

• Objective is to position Top Ramen as smooth and tasty noodles

• The New Mascot “Top Boy” build a dramatizing energy personality.

BRAND ASSOCIATION

• Top Ramen has launched a new TVC featuring its brand ambassador Saina Nehwal

• Add more masala to the game• More Masala, More Mazaa• It also leaves with a feeling of

supportiveness for the Indian contingent at the Olympics.

BRAND PERSONALITY

• Healthy

• Energetic

RECOMMENDATIONS

PRODUCT STRATEGY

• Top Ramen should also increase its depth in product mix by launching various Types of noodles

• It should understand the taste of the Indian people and then launch the products accordingly

PACKING STRATEGY• Packaging of Nissin cup noodles is not at

all attractive as compared to Maggi cuppa mania so it should change the packaging and make it more attractive in order to grab the attention of the consumers.

Maggi’s Packaging better than Top Ramen. It attracts more customer attention when it’s kept in the shelf

PLACE STRATEGY

• The company should emphasize more on distribution and should select the best distribution channel so that consumers can have easy access to their product

• Top Ramen must target on big shopping malls, increase their visibility

PROMOTIONAL STRATEGY

• Building up the Top Ramen brand through BTL activities across Big Bazaar and Food Bazaar outlet.

• Top Ramen must be provide gift on return of empty pack and this way customer retention go high

• Top Ramen must be innovative merchandising will do at the store level, and children are invite to play certain games.

• Mobile Van ads.

We Must Change the logo of Top ramen

BRAND STRATEGY

• It should Change the Brand personality.• It should be fun able• It should be friendly as opposed to the

image of Maggie, which is more like the ‘mother’.

IMPLEMENTATION OF STRATEGIC PLAN

STEP 1

• Change the logo

STEP 2

• Increase more promotional activities

• Using Digital Media for promotional activities

• Promote Saina Nehwal as a brand Ambassador more and more.

STEP 3

• Increase the distribution channel.

• Increase the Retailer margin.

STEP 4

• First Target on big shopper malls.– Increase the shelf space– Increase the visibility

• Target the local shops.