Second Pass (As of June 10)

I. Marketing Background A. Overview of the Industry 1.
Market Size Instant Noodles has been considered a basic commodity here in the Philippines.1 It has been part of the Filipinos diet either as a snack or as a viand paired with rice. With the convenience and affordability they provide, instant noodles have become part of the Filipinos way of living. Consequently, the market for noodles has been continuously increasing over the years in terms of sales volume. As more noodle products were consumed each year, the sales volume of the noodle market reached a total of approximately 243.79 thousand tonnes at the end of 2010. This growth in the market is reflected in the graph below:
Source: Euromonitor. Noodles in the Philippines 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com>
*Instant Noodles Dried/pre-cooked noodles sold with flavoring such as seasoning oil or powder *Other Noodles Comprised of Snack Noodles (fried noodles consumed as snack) and Plain Noodles (basic dried/pre-cooked noodles sold without additional flavoring) *Total Noodles Instant Noodles + Other Noodles (Snack Noodles and Plain Noodles)
The significance of instant noodles is evident. During the year of 2010, instant noodle products dominated with 92% of the sales volume in the noodle industry while the snack noodles and plain noodles only contributed 8%.
1 S. 1913, 13th Cong. (2010) (enacted). Web. 22 May 2011.

<http://www.senate.gov.ph/lisdata/32082391!.pdf>
From the line graph below, the growth of the market is also reflected. With the sales volume for noodles growing each year, it only seems natural for its sales value to increase as well. During 2010, the sales value of all types of noodles amounted to approximately 8,716 Million Pesos more than what the industry had acquired 5 years ago. The total sales value for 2010 was almost 150% more than it was during 2005.
Similarly, it is also the instant noodles that dominated in the markets sales value. During 2010, an amount of 25,593.80 Million Pesos out of the 27,284.86 Million Pesos for the whole noodle industry was contributed by instant noodles. This constituted to approximately 94% of the entire market.
Within the last five years, the instant noodle industry has already grown by about 25.73% and is expected to grow even more with increasing rates.2 It is definite that instant noodles dominate over both snack noodles and plain noodles. But if we break down the sales volume of instant noodles alone, it can also be observed that most of it is made up of sales from pouch instant noodles.
*Instant noodles are further divided into 2 categories, namely the pouch instant noodles and the cup/bowl noodles. Pouch instant noodles are dehydrated noodles with flavoring in separate packets packaged in plastic pouches that are to be prepared and eaten in separate plates or
2 Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May

2011. <portal.euromonitor.com>
bowls. Cup/bowl noodles are dehydrated noodles with flavoring in separate packets packaged in disposable paper or plastic bowls, to be prepared and eaten directly from the container.
The instant noodle industry is greatly dominated by the pouch instant noodle products that only a miniscule portion is comprised of cup/bowl instant noodles. During 2010, almost 96% of the instant noodles consumed were in the pouch format.
Growth has also manifested in this industry in terms of value. In spite of instant noodles having relatively low prices as compared to other consumer goods, the total sales value of this industry continues to increase, similar with its volume. Below is a diagram showing the sales value of instant noodles from 2005 to 2010:
Once again, instant noodles in pouch format contribute to the majority of the sales value of the noodle industry with 89% of the total sales during 2010.
Over the years, the sales value of noodles has also increased but at a higher rate compared to its sales volume. This implies a general increase of the prices of the products in the market. From 2009 to 2010, the sales value of instant noodles alone increased by 5.56% which contributes largely to the noodle industrys 5.43% growth rate. Similar values have been seen in previous years as well. Consequently, from 2005 to 2010, the sales value of noodles already increased by 46.94%, a reflection that shows how positively Filipino consumers are patronizing the products of this industry.3 2. Market Trends Over the years, different instant noodle brands have come up with more varieties of products to suit consumers various and ever-changing wants and needs. They have improved their products to make them tastier and healthier in an effort to increase their respective market shares and reach segments that were not covered in the past. The different flavors of instant noodles play a significant factor in the choices of its consumers. Currently, the Soy sauce and Calamansi flavor is the most popular for dry instant noodles, more popularly known as Pancit Canton. From the graph, the dominance of this particular flavor is apparent. However, when it comes to wet instant noodles, more customers seem to prefer the beef and chicken flavors.
*Instant noodles can also be defined as either wet or dry noodles. Wet instant noodles are eaten with hot broth (Ex: Chicken Mami) while dry instant noodles are made to replicate stir-fry noodles (Ex: Pancit Canton).
With the globalization of the world, international cultures have already been introduced to different people around the globe; with that, more consumers, especially younger ones, are becoming interested in new flavors, whether indigenous to their

2011. <portal.euromonitor.com>
respective country or from other parts of the world.4 As a result, many instant noodle brands have introduced new flavors that aim to cater to their adventurous palates. For example, Monde Nissin Corporation has released their specialty noodles which include Lucky Me! Lomi and Sotanghon. The brand also continued to expand its noodles soups such as Lucky Me! Sopas. And Jjampong5 Likewise, Universal Robina Corporation also released its Payless Pancit Shanghai line which promotes mostly Asian flavors such as Oriental and Patatim.6 However, Payless Pancit Shanghai claims to differ from its competitors because the brand uses a new type of noodle, flat noodle, which is said to contribute to the heightened tastiness of the product since it is claimed to be able to absorb more of the sauce and the flavoring.7 Health and wellness concerns have also become popular issues when it comes to food, and the instant noodle industry is no exception. In fact, most of the brands today have their very own healthier variants of instant noodles. With the wide array of fortification strategies available, many of these brands have already incorporated additional nutrients from healthy and natural sources to their products.8 An example is Monde Nissin Corporation, which came up with a Malunggay-fortified variant, Lucky Me! N-Rich. Similarly, URC released Payless Instant Mami Chicken with Real Malunggay and Corn.9 Aside from that, instant noodle brands have also managed to shift most of the consumers paradigms regarding the damaging effects of instant noodles to the body by assuring consumers that they are avoiding the use of harmful raw materials. These campaigns are proclaimed through guarantee seals printed on the packaging and are usually featured and emphasized when advertising the product. For example, Lucky Me! noodles already have the NAPA (No Artificial Preservatives Added) seal on their
4 PRWeb. "Global Instant Noodles Market to Reach 139.2 Billion Packs by 2015,
According to a New Report by Global Industry Analysts, Inc. 04 January 2011. Web. 20 May 2011. <http://www.prweb.com/pdfdownload/8041134.pdf> 5 Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May 2011. <portal.euromonitor.com> 6 Ibid. 7 Ibid. 8 United States Agency for International Development. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. 2002. Web. 20 May 2011. <http://www.mostproject.org/Updates_Feb05/noodles.pdf> 9 Ibid.
packaging which guarantees consumers that there are no artificial preservatives added in their products.10 A. Market Profile Most Filipino households spend around 53.5% of their budget on food.11 Surprisingly, however, most of the grocery spending comes from the lower socioeconomic class, accounting for 46% of grocery spending in the country. The middle class only makes up 39% while 15% can be traced back to households that belong to the socioeconomic classes A and B.12
Source: Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May 2011. <portal.euromonitor.com>
With the need for speed and efficiency in todays society, people can no longer afford to do things as slowly nor as carefully as before. More Filipinos are moving to highly urbanized areas. In fact, within the next decade, almost 72% of the total Philippine population is projected to live in urban areas.13 Such rapid urbanization has triggered busy lifestyles among these people which are set by increased working time, heavier traffic, growing importance given to workouts and healthy existence.14 They no longer have the luxury of spending time for the most basic household tasks such as cooking, cleaning, and many more. Thus, they tend to look for products and services that are easy to prepare, easy to use, and easy to consume.
Purchase Habits
Shopping for food and basic necessities is usually a family activity and is typically done in regular intervals. Moreover, most Filipino consumers buy basic
10 Lucky Me! Product List. Monde Nissin Corporation. 2008. 24 May 2011.
<http://www.mondenissin.com/main.php/products/lucky_me> 11 MCA Limited. Retailing in the Philippines. Philippines Special Report. March 2002. Web. 20 May 2011 <http://www.philippinesforum.com/resources/research/files/spe_retail.pdf> 12 Ibid. 13 Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May 2011. <portal.euromonitor.com> 14 PRWeb. "Global Instant Noodles Market to Reach 139.2 Billion Packs by 2015, According to a New Report by Global Industry Analysts, Inc. 04 January 2011. Web. 20 May 2011. <http://www.prweb.com/pdfdownload/8041134.pdf>
household goods in stores that are located nearest to them, which are more convenient. Consequently, there has been a rising popularity of one-stop shops that have extensive selections of various products such as supermarkets, convenience stores, and sari-sari stores.15 When shopping for household necessities such as food, laundry detergents, bathroom toiletries and the like, there are certain key factors that most Filipino households take note of. First of which, and normally considered the most essential, is the price of the product.
When Filipinos shop, the amount of money they have to shell out is still a very important factor. Ninety-two percent plan their shopping in advance, and 79 percent prepare a shopping list before hitting the supermarkets or any place they want to do their shopping. They look for cheaper options and prioritize buying the basics: 73 percent allot time to look for the best promotions, and even if 89 percent decide what brand to buy before shopping, 81 percent end up choosing the brand to put in their baskets at the point of purchase, and 74 percent are willing to try a new product.16
With that, local and cheaper brands have become more competitive in the market, especially for basic household goods. Despite this, quality remains to be one of the top priorities for Filipino consumers.17 Most households remain loyal to brands which they themselves have tried and tested.18 The demand for convenience, especially in food, has also been increasing at a substantial rate. More people are leaning towards consuming pre-cooked meals, which are more convenient and cheaper than having to cook their own meals. The instant noodle industry has been one of the sectors that are positively affected by this. These products are finely tuned to fit the needs posed by most of the consumers, especially in the Philippines.19 Aside from the convenience they provide, they are also attractive to most
2011. <portal.euromonitor.com> 16 Osorio, Bong R. "Shopping Styles of the Filipino Consumer." The Philippine Star 08 June 2009. Web. 20 May 2011. <http://www.philstar.com/Article.aspx? articleId=475365&publicationSubCategoryId=82> 17 Ibid. 18 Ibid. 19 PRWeb. "Global Instant Noodles Market to Reach 139.2 Billion Packs by 2015, According to a New Report by Global Industry Analysts, Inc. 04 January 2011. Web. 20 May 2011. <http://www.prweb.com/pdfdownload/8041134.pdf>
Filipinos because of their affordability and long shelf life, which can be attributed to their low moisture and high sodium content.20 As a response to these characteristics, Filipinos have been patronizing instant noodles as reflected by how much they demand for the product. Today, the Philippines has the 9th largest demand for instant noodles in the world.21
Source: World Instant Noodles Association. 10 May 2011. Web. 21 May 2011. < http://www.instantnoodles.org/noodles/expandingmarket.html>
Demand for instant noodles continues to increase across the world, most especially in developing countries such as the Philippines due to the various benefits they provide. As seen from the graph above, the national demand for instant noodles has progressively increased in the last 4 years. Similar trends can be experienced in both developing and developed countries. Moreover, instant noodles have proved to be a boon in certain regional markets, as they are considered cost-effective goods for cutting down the cost of living during trying times.22 Today, it has become a basic necessity for most Filipino families and is mandated by law to be available for the general public at reasonable prices.2324 Usage Habits For higher socio-economic classes, the instant noodle industry is propelled forward with the demand for convenience due to changing lifestyles and buying behavior of consumers, increased working time, growing number of women working, and consumers having less time to cook meals at home, especially in urban areas.25
20 United States Agency for International Development. Instant Noodles: A Potential
Vehicle for Micronutrient Fortification. 2002. Web. 20 May 2011. <http://www.mostproject.org/Updates_Feb05/noodles.pdf> 21World Instant Noodles Association. 10 May 2011. Web. 21 May 2011. < http://www.instantnoodles.org/noodles/expanding-market.html>
According to a New Report by Global Industry Analysts, Inc. 04 January 2011. Web. 20 May 2011. <http://www.prweb.com/pdfdownload/8041134.pdf> 23 S. 1913, 13th Cong. (2010) (enacted). Web. 22 May 2011. <http://www.senate.gov.ph/lisdata/32082391!.pdf> 24 S. 7581, 9th Cong. (1992) (enacted). Web. 22 May 2011. <http://www.dti.gov.ph/uploads/DownloadableForms/RA%207581%20-%20Price %20Act.pdf> 25 Ibid.
Likewise, increasing number of nuclear families, rise in disposable incomes, young singles with little or no cooking skills, enhanced awareness of healthful diets and increased interest in ethnic and international foods, represent additional factors that are expected to have a bearing on eating and food preparation habits.
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Working mothers
are turning away from traditional cooking and are now shifting to pre-cooked or easy-tocook meals, which they are able to sufficiently prepare given their time-constrained and hectic lifestyles. In recent years, there has already been a significant increase in the consumption of instant noodles, particularly in lower socio-economic classes C, D, and E.27 In relation to that, many of the households belonging to the classes D and E consume instant noodles as their viand. One instant noodle pack can make rice palatable for a whole family, says Filomeno Aguilar of the Philippine Institute for Development Studies. In the three cases he presented in his discussion paper, two families, both belonging to the lower socioeconomic classes, admit that instant noodles are part of their regular meals.28 In additional to their affordability, instant noodles suffice as substitutes for viands because for most of these people, instant noodles are able to deliver the same satisfaction traditional viands provide. B. Environmental Analysis 1. Analysis of Opportunities and Threats Opportunities: The Strength and Growth of the Instant Noodle Industry Filipinos are among the largest consumers of packaged food in Asia. Instant noodles are one of the most significant components of this industry and indeed are abundantly consumed by Filipinos. The Instant noodle industry in the Philippines continues to be stable as its market increases each year. This strength and stability of the
26 Ibid. 27 MCA Limited. Retailing in the Philippines. Philippines Special Report. March
2002. Web. 20 May 2011 <http://www.philippinesforum.com/resources/research/files/spe_retail.pdf> 28 Aguilar, Filomeno V. Rice in the Filipino Diet and Culture. Tech. no. 2005-15. Philippine Institute for Development Studies. Web. 20 May 2011. <http://dirp3.pids.gov.ph/ris/dps/pidsdps0515.pdf>
market provides a good opportunity to enter the market. There would always be customers who would desire to buy instant noodle products, provided that they are of great value to them. Adventurous customers wanting new and unique flavors During 2009 and 2010, new instant noodle products with unique flavors were witnessed to be able to sustain the excitement of consumers with the industry29. Additionally, this launch encouraged more frequent consumption and even attracted new customers. It has also been observed that these products was more attracted to the younger and more affluent crowd, as compared to the major target market of the entire instant noodle industry. Thus, this is an opportunity for a product that can be positioned with such qualities.
Recognition of brand When it comes to food, quality and taste are two of the most important factors for purchasing and consumption decisions. Thus, when the brand name is already able to make consumers distinguish a particular one for its renowned superiority, the brand itself becomes an advantage. This gives that particular product a good opportunity to be made known in the market as well. Rapid Urbanization The significant growth in the number of people living in urban areas gives rise to increasing demand for convenience. Many consumers deem this as a factor in choosing products, most especially food. Since people demand for time-efficient ways for doing their daily routines, the speed at which instant noodles are prepared poses as a big opportunity for the industry to further improve on.30 Increasing number of working mothers
29
Euromonitor. Noodles in the Philippines 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com> 30 Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May 2011. <portal.euromonitor.com>
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Working mothers, especially those with demanding occupations, have little or almost no time to prepare meals for their own families. Instead, they are open towards food products that are already pre-cooked or easy-to-prepare. 31 Such attributes, which can be found in instant noodles, make these goods a big hit among such households in the Philippines. Increasing awareness for health In the process of making instant noodles, raw ingredients can be fortified with essential micronutrients, such as Vitamin B6 and antioxidants, using various fortification strategies.32 Aside from that, the increasing awareness of Filipinos regarding health concerns is a driving factor why fortification strategies can be advantageous for the instant noodle industry given the health benefits that fortified products provide. Low price range The low price range of instant noodles is an advantage because it can provide a shield for the manufacturers and corporations from the economically-detrimental effects of financial downturns or recessions. Because of their affordability, instant noodles have become an effective alternative during these periods of cost-cutting.33 Threats: Quality Control Issues Filipino households are more meticulous when it comes to the quality of the food they are purchasing, most especially since their families will be the ones consuming these products. Moreover, just like any other food industry, the instant noodle industry is vulnerable to issues regarding the quality of its products. One small scare such as the
According to a New Report by Global Industry Analysts, Inc. 04 January 2011. Web. 20 May 2011. <http://www.prweb.com/pdfdownload/8041134.pdf> 32 United States Agency for International Development. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. 2002. Web. 20 May 2011. <http://www.mostproject.org/Updates_Feb05/noodles.pdf> 33Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May 2011. <portal.euromonitor.com>
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Salmonella contamination of Maggi can stop current (and probably future) consumers from buying instant noodles.34 Rising prices of Raw Materials Flour is an essential ingredient in the manufacturing of instant noodles. 35 With the rising prices of flour and other essential ingredients in the market, companies can be exposed to less profitable operations.36 Manufacturers, however, cannot simply increase their products prices too much for this action may possibly drive away consumers in the long run. 2. Key Success Factors Product Distinction The instant noodle industry is made up of brands that are more often than not common with one another. Traditionally, these noodle brands have the usual flavors such as beef, chicken, and seafood. Such flavors are retained because most consumers prefer these flavors over novel ones.37 However, with the heightening competition in this industry, brands must be able to distinguish themselves from the rest through continuing to create unique variations of their products.38 Since consumers are more likely to patronize what is familiar to them, noodle brands have to come up with flavors that deeply touch the current fads of the Philippine culture. For example, Lucky Me! has launched Lucky Me! Jjampong as a way to tap into the Filipinos current Korean craze. Most of the instant noodle brands engage in intensive marketing strategies in hopes of attaining a larger share of the market. These marketing strategies are not only applied to
34 Montenegro, Candice. Instant Noodles Recalled after Testing Positive for
Salmonella. GMA News. 05 May 2011. Web. 20 May 2011. <http://www.gmanews.tv/story/219686/nation/instant-noodles-recalled-after-testingpositive-for-salmonella> 35 United States Agency for International Development. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. 2002. Web. 20 May 2011. <http://www.mostproject.org/Updates_Feb05/noodles.pdf> 36 Amojelar, Darwin G. "DTI Warns of More Price Increases." The Manila Times Newspaper. The Manila Times Newspaper. Web. 22 May 2011. <http://www.manilatimes.net/business/dti-warns-of-more-price-increases/>. 37 Hwang, Jim. Three Minutes to Go. Taiwan Review. 01 June 2007. Web. 20 May 2011. <http://taiwanreview.nat.gov.tw/ct.asp?xItem=24252&CtNode=128> 38 Euromonitor. Noodles in the Philippines 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com>
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enhance the brands image but at the same time used to introduce newly launched flavors in the market.39 The most visible of these marketing strategies are the advertisements aired on television and other forms of mass media. Companies are able to hire wellknown celebrities to endorse their products. For example, aside from Sharon Cuneta, Lucky Me! has also hired Derek Ramsay to endorse Lucky Me! Lomi. 40 Such a strategy remains to be effective because of the association as well as the influence that the endorser has over the consumers, especially those who are constituents of the celebritys fan base. Not only do consumers associate instant noodles with the individuals who endorse them, but they are also enticed by the experience of eating instant noodles, something that other kinds of processed food lack. It could be the comfortable warmth the consumers stomach feels, or even the excitement when eating spicy noodles with ones friends. Consumers are able to identify themselves as part of that experience and thus would add more to the satisfaction of eating the product. Advertising Advertising comprises a large part of the promotions of most consumer goods in the market. 41 The main goal of most advertisers is to be able to make consumers as well as potential buyers aware of their products. Advertising, however, does not necessarily sell the product but rather, it only assists the companies to sell it. 42 Through advertising, companies, especially for consumer goods, are able to communicate and explain to their consumers the information that they would need to influence their buying decisions. This strategy is important, especially for products with large markets, because it is able to give important information in a short span of time. 43 However, not only does it have to give the right information, it also has to be attractive in order to catch the viewers attention as well as be able to retain them in memory.
44
Most often than not,
39 Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office
Word Document. 40 Media. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/multimedia> 41 Higgins, Lexis F. "Chapter 10: What are the Options for Promoting Products and Services? Principles of Marketing: An Applied, Collaborative Learning Approaches. Web. 04 June 2011. <www.principlesofmarketing.com>. 42 Simon Cotter. Importance of Advertising 10 February 2009. Web. 04 June 2011 43 Ibid. 44 Ibid.
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attractive advertising stirs the publics curiosity which in turn will help boost their demand for the product. 45 For the instant noodle industry alone, brands such as Lucky Me! have are applying advertising strategies intensively with the use of high profile celebrities and other highly effective advertising techniques to market their products.
46
For instance,
when Payless Pancit Shanghai was introduced in the market, its success was directly connected to their advertising campaign, which included two popular celebrities, Kim Chiu and Gerald Anderson. 47 Likewise, to be able to succeed in the instant noodle industry, brands must consistently update their advertising strategies, especially if they are launching new products or variants. Since instant noodles have a large part in a consumers buying pattern, the brands must able to encapsulate in their advertisements the essence of their product. 48 The brands have to be able to establish a certain level of trust for their product, especially because instant noodles are already considered basic necessities for the Filipino households. This is probably why Lucky Me is successful in gaining the biggest share in the market, because they effectively promote their products attractively as well as the experience that comes with it. Availability Instant noodles, especially for the Philippines, are considered fast moving consumer products. These products include a wide array of products that are frequently bought by consumers such as household cleaning products, toiletries and other basic necessities. 49 One of the most important factors for the success of this industry is the
45 Ibid. 46Media. Monde Nissin Corporation. 2008. 25 May 2011.

<http://www.mondenissin.com/main.php/multimedia> 47Euromonitor. Noodles in the Philippines 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com> 48 Simon Cotter. Importance of Advertising 10 February 2009. Web. 04 June 2011. <http://www.simoncotter.com/importance-of-advertising.html> 49 London Business School. Fast Moving Consumer Goods January 2009. Web. 04 June 2011. <http://www.london.edu/assets/documents/theschool/SubjectGuide_FastMovingCons umerGoods_v3_JAN09_AF.pdf>
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availability of the product in the markets is the constant availability of these goods in stores. 50 Commonly, instant noodles are sold at lower prices which translate to companies having lesser sales margins. However, because these products have a quicker shelf turnover, most companies are able to gain profit by means of sales volume. If, however, companies fail to constantly supply stores with their products, it will result to lesser sales volume, which would mean that they would have lesser profits.51
I. Competitive Analysis A. Competitive Positioning
Brand: Payless Company: Universal Robina Corporation Paylesss main marketing pitch seems to be the idea that it is less expensive than most, if not all, of its major competition. It seems to promote itself as a cheap yet delicious alternative to its competitors. Its inexpensiveness is especially emphasized by the name of the brand being Payless. It also tries to present itself as healthy by claiming that its noodles possess eleven different types of vitamins. 52 In terms of flavors, it seems to focus on Filipino flavors such Bulalo and Chicken Espesyal, although it has some other internationally-inspired flavors as well. Brand: Nissin Company: Nissin-Universal Robina Corporation
50 FIEGE. Fast Moving Consumer Goods . Web. 04 June 2011.

<www.fiege.com/en/industries/fast_moving_consumer> 51 Online Free Trading. Fast Moving Consumer Goods. Web. 04 June 2011 <http://www.onlinefreetrading.com/advice/home-business/fmcg/fmcg.shtml> 52 "More Health, More Savings This School Year with Payless Instant Mami Chicken With Corn and Malunggay." UniversalRobina.com. Universal Robina Corporation, 26 June 2010. Web. 26 May 2011. <http://www.universalrobina.com/2010/06/26/morehealth-more-savings-this-school-year>.
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Nissins main drive seems to be toward seafood and Japanese flavors.53 It seems to be fond of adding the word ramen to their flavors like Beef Ramen and Seafood Ramen.
The brand gives the impression that it is focusing more on marketing its products taste
rather than health benefits since there are no claims about its instant noodles being healthy nor containing vitamins anywhere on the packaging and in its advertisements. Brands: QuickChow and Tekki Company: Zest-O Corporation QuickChow, similar to Payless, seems to focus on Filipino flavors, as well. Its main advertising point seems to be taste, and its target market seems to be children and the mothers who buy them. The name implies that its products are food on-the-go, but this is rather redundant since the product is of course instant noodles. In terms of flavors, the company does not seem to stray far from the conventional ones such as beef, chicken, pork, and seafood.54 Tekki Noodles, on the other hand, focuses on roughly the same ideas as QuickChow does, except the target market seems to be adults rather than children. Furthermore, unlike Quick Chow which is sold in a pouch, Tekki Noodles are packaged solely in cups55 making it more convenient for consumers to eat when not at home. Thus, the products are more expensive.
53 "Branded Consumer Foods Group - Domestic." URC.com. Universal Robina Corporation, 2011. Web. 26 May 2011. <http://www2.urc.com.ph/prods_bcfg.html>.
54 "Products." Zesto.com.ph. Zest-O Corporation, 2009. Web. 26 May 2011.

<http://www.zesto.com.ph/zesto_products_2.php>. 55 "Products - Cup Noodles." Zesto.com.ph. Zest-O Corporation, 2009. Web. 26 May 2011. <http://www.zesto.com.ph/zesto_products_3.php>.
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B. Market Shares / Sales Volume / Sales and Profit Trends
During 2005 2009, the trend for the different instant noodles brands market shares are apparent. Monde Nissin Corporations Lucky Me! is the leading brand. Compared to its competitors, its market shares is considerably higher. From the graph, the next component with the highest market share is the conglomeration of different other brands, most probably those which are less known than the other brands currently presented on this diagram. This presents a trend that there is increasing popularity among these less-known brands. In fact, its market share is on an upward trend as well. Payless garners the next top-highest market shares, which is more than twice the amount of the competitors that are lower in rank. Nevertheless, its market share throughout the years is still distant from Lucky Me!s share. Additionally, as the market shares of Lucky Me!, the other unknown brands, and Payless generally increase throughout the years, the market shares of the remaining smaller brands, such as Nissin, QuickChow, and Tekki, are in contrast, generally decreasing. Similar trends can be observed with the market shares of the instant noodles companies.
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Since Lucky Me! was evidently the leader from the graph of market shares trend for instant noodle brands, it is only natural for the its corporation to be at the top position throughout 2005 2009 as well. Once again, the increasing popularity of other unknown brands and their respective companies is trending as the growth of their collective market share seems to be continuous. Similarly, Monde Nissin and Universal Robina Corporation also have generally growing market shares throughout the years. On the other hand, the remaining companies garnered not only significantly lower market shares per year, but also had generally downward trends as these percentages decreased from 2005 until 2009.
C. Marketing Strategies (for each of the 4 Ps)
Brand: Payless Company: Universal Robina Corporation Product Payless focuses on traditional Filipino flavors since it is targeting to market to the Filipino community. Its focus on Filipino flavors can evidently be seen in the way that it names its flavors after popular Filipino soups. The weakness of Payless is reflected in its name. When people hear the name Payless, they often associate it with cheap but not delicious food, unlike the other brand names. In a market where prices are very close to one another, often differing only by a peso or two, this does not give the brand a very good advantage.56 Price A 55g package of Payless Noodles costs P6.10. This is actually the cheapest price among all the brands. The price may not be a very good advantage, but it can be an advantage nonetheless. This advantage has allowed Payless to maintain its number two position despite lagging behind Lucky Me! by a huge amount.57 Place
56 Euromonitor. Noodles in the Philippines 23 September 2010. Web. 17 May 2011.
<portal.euromonitor.com> 57 Ibid.
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Payless seems to be fairly present in various supermarkets and grocery stores, the primary distribution points of instant noodles according to Euromonitor.58 However, these outlets do not only carry Payless products, but also its competitors. This could possibly make it more difficult to sell the products since people may choose other different brands over Payless. Promotion While Payless promotions and advertisements seem somehow generic compared to its competitors, the mere mention of its name is already an advertisement about its price. Its choice of Kim Chiu as product endorser 59 hints that the brand is trying to promote its noodles to the younger generations as well. Brand: Nissin Company: Nissin-Universal Robina Corporation Product Nissin is quite standard in the way its products are presented. Aside from trying to present itself as Japanese with its name and at times adding ramen to its flavors, it really is not quite different from its competitors. Price Nissin wet noodles are priced at P6.75 per 55g, making them the second most expensive noodles after Lucky Me!. This gives consumers an impression that the products are actually of good quality, but also an idea that the brand is not ultimately focused on selling to the lower-income households that have very small amounts of money budgeted for food. Place Nissin share the same shelf in supermarkets and groceries with many of its competitors. This may be an advantage as its products are put in direct contrast to other brands, making consumers aware of the noodles features.
58 Ibid. 59 "Kim Chiu Is Payless Pancit Shanghais Brand Ambassador." UniversalRobina.com.
Universal Robina Corporation, 23 July 2009. Web. 26 May 2011. <http://www.universalrobina.com/2009/07/23/kim-chiu-is-payless-pancit-shanghaisbrand-ambassador/>.
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Promotion Nissins main promotion seems to be the seafood element of its noodles and at times, its Japanese cultural attributes.60 This is evident in most of its advertisements, especially the ones where its commercial models are wearing Japanese clothing and are located in Japanese landscapes. This line of advertising has not worked as well as the brand would have desired since instead of having an increase with its overall share, it has actually dropped during 2009.61 Brands: QuickChow and Tekki Company: Zest-O Corporation Product QuickChow and Tekki noodles seem to be very generic and not offer many distinctions from all the other instant noodle products being offered in the market. Similar to the other noodle brands, QuickChow noodles are mainly available in Filipino flavors while Tekki Shomen Cup Noodles lean toward other Asian flavors. Price QuickChow costs P 6.75 per 55g, while a regular Tekki cup noodle costs P 18.25 (a lot more expensive than noodles available in pouch format). Although these prices are cheaper than most of the other brands (with products of similar formats), they do not contribute much to the products popularity among consumers. Place Both share the same shelf as all the rest of their competitors. But usually, it can be observed that QuickChow and Tekki are placed at the bottom or ends of the shelves. This poses as a very big disadvantage for these two brands since they are less likely to be noticed, as compared to the other leading ones.
60 Nissin-Universal Robina Corp - Nissin Cup Noodles - Kiji-in. Prod. Campaigns &
Grey Philippines. YouTube.com. 18 May 2011. Web. 26 May 2011. <http://www.youtube.com/watch?v=vW4VKmmKH2c>. 61 Euromonitor. Noodles in the Philippines 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com>
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Promotion Most of their promotions attempt to emphasize on how delicious their product tastes, something that most of their competitors also do. But these do not actually add much to differentiate their products from the other different brands. Additionally, their
commercials do not proclaim additional features about the product either.62 Overall, both their
market shares have fallen as of 2009.
D. Strengths and Weaknesses of Competition (in terms of 4 Ps) Brand: Payless Company: Universal Robina Corporation
Strengths Product Price Place Promotion Endorsed by high-profile celebrities such as Kim Chiu and Gerald Anderson Establishes a niche market among teenagers and young adults Well-known Brand Offers a variety of new flavors Has the lowest prices of instant noodles Weaknesses Has limited flavors Does not have cup noodles
Stacked alongside competitors in shelf spaces of supermarkets Promotions and advertisements are generic
Brand: Nissin Company: Nissin-Universal Robina Corporation

62 QUICKCHOW INSTANT MAMI ("Bakit Ngayon Ka Lang") - LYLE SACRIS. Dir. Lyle Sacris. Youtube.com. 12 Aug. 2010. Web. 26 May 2011. <http://www.youtube.com/watch?v=i0WvJR2MMGU>.
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Strengths Product Price Place Well-known Brand Unique Japanese flavors such as Ramen Affordable prices Promotion
Weaknesses Not fortified with any micronutrients
Stacked alongside competitors in shelf spaces of supermarkets Not attracting consumers because it is promoting more of the Japanese culture.
Brands: QuickChow and Tekki Company: Zest-O Corporation

Strengths Product Price Offers a variety of flavors Sells pouch and cup noodles Affordable prices Place Promotion Usually placed at the bottom or at the ends of the shelves Is not available in certain supermarkets Commercials are not effective in selling the product. Weaknesses Cannot be differentiated from its competitors.
III. Company Background A. Company Profile of Monde Nissin History Monde Nissin Corporation (Monde) is a privately owned company well known for its production of various food products, which include biscuits and noodles. Although the company offers its products under different brands such as Monde, M.Y. San, and of course, Lucky Me!, the corporation actually began with manufacturing and selling biscuits only. During 1980, Monde Nissin Corporation was originally incorporated as
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Monde Denmark Nissin Biscuit Corporation (The corporation subsequently changed its name to Monde Nissin).63 By then, its top-selling products were Nissin Wafer and Nissin Butter Coconut, which are all still available in the market today. Then, 9 years after its establishment, the company ventured into the instant noodle segment as it launched its first Instant Mami (noodle soup) variants under the Lucky Me! brand. According to the companys official website, the initial flavors released were Beef and Chicken, both of which would become the fastest selling ones in this segment. Due to the success of the brand and its products, the company decided to introduce the very first noodles in pouches and the first bowl noodle, the Lucky Me! Pancit Canton and the Lucky Me! Supreme La Paz Batchoy respectively. As for the biscuit segment, Monde acquired the M.Y. San Corporation in 2002. Until today, the corporation continues to manufacture its flagship biscuit brands such as SkyFlakes crackers, Fita crackers, and M.Y. San Graham crackers.64 Furthermore, the company also manufactures additional biscuit products such as Butter Cookies, Healthins Soda Crackers, and Lions Crme Crackers.65 Under the Monde brand, more biscuit products are being produced as well. The noodles segment continued to prosper and the corporation took this opportunity to further expand its variety of noodle products. Throughout the following years, Lucky Me! pioneered the manufacture of Bihon (instant rice noodles), Instant Spaghetti, Pancit Canton in cups, Instant Lomi, Instant Sopas, and numerous new and unique blends of flavors for instant noodles such as Hot chili, Chilimansi (Chili Citrus Flavor), and Jjampong (the first locally-produced Asian-inspired flavor).66 Vision, Mission, and Values
63 Wikipilinas. Monde Nissin Corporation. Web. 22 May 2011. <http://en.wikipilipinas.org/index.php?title=Monde_Nissin_Corporation> 64 The Company. MondeNissin.com. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mysan.com.ph/index.html> 65 Product Catalog 2010-2011. MondeNissin.com. Monde Nissin Corporation. 2008. 22 May 2011. <http://www.mysan.com.ph/images/catalog.pdf> 66 Milestones. MondeNissin.com. Monde Nissin Corporation. 2008. 22 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me/lm_milestones>
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Although the corporation is mostly owned by Indonesians67 and is headed by Betty Ang, Monde Nissin provides the Filipino community with high quality products and excellent service. According to the official website, the companys constituents consider the corporation as our home, a place where we can grow and explore our skills.68 They claim not only to produce revolutionary noodle and biscuit goods, but also to achieve growth and development that nurtures enthusiasm, innovation, and agility. As stated in the values segment on the official website of the corporation, Monde Nissin claims to nurture a corporate culture that is anchored on traditional core values such as Teamwork, Learning Continuously, and Caring Service.69 It can be understood from its vision and mission statements that the company emphasizes on its workforces sharpened skills and knowledge as well as its constant self-improvement and happiness. Monde Nissin believes that these team players are the foundations of its unparalleled success as it continues to be the leading brand for instant noodles in the Philippines.
Logo
67 Centeno, Dela Cruz, Emata, Milano, Sarmiento, and Margaux Tan. LS10 Monde Nissin. Scribd 2011. Web. 23 May 2011. <http://www.scribd.com/doc/49091613/LS10-Monde-Nissin>
68 About Us. MondeNissin.com. Monde Nissin Corp., 2008. Web. 25 May 2011.
<http://www.mondenissin.com/main.php/about_us>.
69 Ibid. 24
The different elements of the corporation is truly faithful to its values since even the logo represents the companys core qualities and mindset, as stated on the official website.70 The colors, orange and red, symbolize the spirit of enthusiasm, determination for creativity, and passion for excellence. The sails of fast-moving cutter represent its adventurous and continuous search for innovative ideas that Monde Nissin aims to grow and develop through revolutionary systems and up-to-date technology. Moreover, the company does not undermine the diversity of individuals. In fact, they acknowledge these differences in their values and ideals, represented by the middle sail that is longer than the others. This uniqueness is cherished in order to provide a favorable environment for people to achieve their highest potential and thus, effectively contribute toward attaining a common good through genuine partnership.
Awards and Citations Monde Nissin strives to provide only the best goods and services to its customers. With such devotion to high quality and innovation, it is not surprising how the corporation has received numerous local and international awards and citations such as the following:71
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Five-time Consumer Union of the Philippines Awardee as Best Biscuit Manufacturer in the Philippines Five Time awardee of Readers Digest Superbrands in the Instant Noodles Category (specifically for Lucky Me!) Honored with a Product Award by the Philippine Association of Food Technologies (PAFT) for its adaptation of La Paz Batchoy into a convenient pack
National Consumer Quality Award for Instant Noodles category (specifically for Lucky Me!) Golden Shell Award for Marketing Excellence in Exports 2004 Gold Award MONDE SELECTION Bruxelles WORLD SELECTION OF QUALITY 2007
Current Products
Today, the corporation offers different brands and variants of its products, more specifically for biscuits and noodles.727374 The following table is a list of all these products.
72 Monde Product List. MondeNissin.com. Monde Nissin Corporation. 2008. 22 May
2011. <http://www.mondenissin.com/main.php/products/biscuits/monde>
73 Monde M.Y. San Product List. MondeNissin.com. Monde Nissin Corporation. 2008.
22 May 2011. <http://www.mondenissin.com/main.php/products/biscuits/mysan> 74 Lucky Me! Product List. MondeNissin.com. Monde Nissin Corporation. 2008. 24 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me>
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Biscuits
Monde Voice Combo Sandwich, Voice 2 PLUS Sandwich, Sumo Hoops, Sumo MiniCookie Sandwich, Sumo Wafer Stick, Bingo, Nissin Wafer, Nissin Stick Wafer, Nissin Cubee Wafer, Eggnog Cookies, Breadstix, Nissin Butter Coconut, Tee Up Cream Puffs, One One Rice Cracker, One One Snowy Crisps, Choco Blast
M.Y. San Skyflakes, Fita, M.Y. San Grahams, Butter Cookies, Windmill Wafers, Happy Time Assortment, Lions Cream Crackers, Healthins Soda Crackers, Danish Style Butter Cookies
Instant Noodles
Lucky Me! Wet Noodles Beef na Beef, Chicken na Chicken, Chicken and Egg (Itnok), Native Chicken, Spicy Hot Beef, N-Rich with Malunggay Wet Noodles (Specialty Noodles) Sotanghon Lite, La Paz Batchoy, Bulalo, Lucky Me! Seafood, Lomi, Sopas Dry Noodles (Pancit Canton) Original, Kalamansi, Chili-Mansi, Extra Hot, Sweet & Spicy, Chow Mien Dry Noodles (Specialty Noodles) Pancit Bihon, Curly Spaghetti, Baked Mac, Mac and Cheez Cup Noodles (Supreme) La Paz Batchoy, Bulalo, Pinoy Chicken, Special Beef, Sotanghon Lite, Jjampong, Lucky Me! Seafood, Kari, Po-ku
B. Current Position of the Company/Brand in the Market Monde Nissin Corporation is the current leading company in the noodle industry. With an average market share of 63.70% from 2005 until 2009, its competitors market shares during all of the years are nowhere near Lucky Me!. In fact, it firmly holds on to the top position in the industry as its market share growth is actually the highest among all the other corporations. The company achieves almost a 2% increase from 2008 to 2009 while some of the other companies experience decreases. [13]
% Retail value rsp 2005 2006 2007 2008 2009
Monde Nissin Corp.
64.68 27
63.93
63.00
62.69
64.19
% Retail value rsp
2005
2006
2007
2008
2009
Universal Robina Corp. Zest-O Corp. Nissin-Universal Robina Corp. Nestl Philippines Inc. SM Investments Corp. Indofood Sukses Makmur Tbk PT Supervalue Inc. Others Total
11.26 6.58 5.33 0.54 0.83 0.21 10.58 100.0 0
11.70 6.21 5.26 0.78 0.24 0.43 11.45 100.0 0
12.14 6.20 5.21 0.84 0.30 0.33 11.97 100.0 0
12.48 5.57 5.69 0.69 0.30 0.29 12.30 100.0 0
12.73 5.30 4.30 0.60 0.31 0.25 12.31 100.0 0
Consequently, the corporations instant noodle brand, Lucky Me!, currently also has dominance over the noodle brands of other companies. It has been recognized as the market leader in the instant noodle industry in the country. With the brand having a market share of 64.19% during 2009, its competitors are far behind. Payless, the second leading brand, only had 12.73%, which is less than 20% of Lucky Me!s market share. Over the last few years, this domination has been far-reaching as Lucky Me! continues to be the top choice for Filipinos when it comes to instant noodles.
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% Retail value rsp
Company
2006
2007
2008
2009
Lucky Me Payless Nissin Quick Chow Tekki Maggi SM Bonus Indomie Others Total
Monde Nissin Corp Universal Robina Corp Nissin-Universal Robina Corp Zest-O Corp Zest-O Corp Nestl Philippines Inc SM Investments Corp Indofood Sukses Makmur Tbk PT Others Total
63.93 11.70 5.26 3.61 2.60 0.78 0.24 0.43 11.45 100.00
63.00 12.14 5.21 3.86 2.34 0.84 0.30 0.33 11.97 100.0 0
62.69 12.48 5.69 3.41 2.16 0.69 0.30 0.29 12.30 100.0 0
64.19 12.73 4.30 3.22 2.08 0.60 0.31 0.25 12.31 100.0 0
During the period when Lucky Me! Wok Noodles were still being manufactured and sold by the corporation, its sales were insignificant as compared to those of the other products offered by Lucky Me!.75 Wok Noodles were offered as a dry cup noodle product, with flavors such as Savory Shrimp, Spicy Beef, and Flaming Hot. This means preparation entailed pouring hot water on the noodles in the cup then draining the noodles after a few minutes. Flavoring is then added and mixed together with the noodles before the product can be consumed directly from the cup. It never garnered a significant market share in the instant noodle industry, accounting for less than 1% of Lucky Me!s annual sales.76 This was mainly because of the limited consumption of cup noodles by the market itself, as well as its relatively higher price with respect to most of its competitors. Perhaps to its target market of relatively higher-income consumers, Wok Noodles were
75 Sy, Marie. Personal interview. 21 May 2011. 76 Sy, Marie. Personal Interview. 7 June 2011.
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not able to provide the value they were looking for despite the products high price. 77 According to Ms. Marie Sy, a constituent of Monde Nissin Corporation, its sales then were comparable to the statistics of Lucky Me! Chow Mien today. Currently, Chow Mien does not play a major role in delivering sales for the company. Ms. Sy claims that a competitors product, Payless Pancit Shanghai (by Universal Robina Corp), is considered Chow Miens rival and is being preferred by more consumers. A similar victorious position is occupied Monde Nissin Corporation in the biscuit industry. Analogous to its standing in the instant noodles segment, it is also the leading company in the biscuit market. Its market share in this industry is not as extensive as its portion in the noodles division, having a 32.63% market share during 2009 with the next top ranking company, Universal Robina Corp, having a market share of 21.58%. Nevertheless, it can be observed that Monde Nissins market share growth from 2008 to 2009 is greater than URCs and even all the other competitors, with almost a 3% increase. With the companys improvement of performance, its dominance in the market is expected. In fact, its biscuit brands, which include Skyflakes and Fita, are either in first or in second place.
% retail value rsp 2005 2006 2007 2008 2009
Monde Nissin Corp. Universal Robina Corp. Republic Biscuit Corp. Kraft Foods (Philippines) Inc. Grand Alphatech International Corp. Martinez & Co. Inc., Felicisimo First Choice Food Corp. Delfi Foods Philippines Inc. Campbell Soup Co.
29.55 20.12 10.62 5.65 2.68 5.01 6.17 1.70
29.40 20.27 10.45 5.90 2.66 4.82 6.22 2.15 1.81
29.21 20.60 10.29 5.98 2.90 4.30 6.27 2.29 1.82
29.87 21.20 10.34 5.10 3.33 3.56 6.41 2.37 1.82
32.63 21.58 10.53 5.56 3.27 3.17 2.63 2.53 1.58
77 Tan, Kristine Valerie. Personal Interview. 8 June 2011
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% retail value rsp Commonwealth Foods Inc. Meiji Seika Kaisha Ltd. Kraft Foods Inc. Loacker SpA, A Croley Foods Mfg Corp. Nestl Philippines Inc. Metro Biscuit Corp. Others Total
2005 0.88 0.69 0.51 0.40 2.03 0.07 13.90 100.0 0
2006 0.94 0.64 0.46 0.39 13.89 100.0 0
2007 1.04 0.62 0.40 0.34 13.94 100.0 0
2008 1.12 0.56 0.33 0.19 13.80
2009 1.09 0.89 0.38 0.33 0.19 13.64
100.0 100.00 0
C. Company/Brand Strengths and Weaknesses Analysis Strengths Since 1980, Monde Nissin Corporation has been providing biscuit and noodle products to the Filipino community and other international customers. Until today, when it comes to instant noodles and biscuit industries, Monde Nissin continues to be a valuable constituent in these segments. This stability in the business is the result of one of the companys strengths, which is adaptability. Throughout the years, they are able to manufacture different new products that aim to satisfy its consumers. With its wide range of quality noodle and biscuit products that are specially made to cater to the various and evolving needs and wants of different consumers, the corporation is able to maintain its dominance in these industries, most especially with instant noodles. Another strong point of the company is its competence in research and development. Through such exceptional endeavors, it continues to improve its recipes
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that will maintain, or better yet, enhance customer taste satisfaction. Additionally, the companys passion for discovery and innovation will enable it to have advantage over its competitors. This will give it the opportunity to keep up with the trends of the market and of the consumers. The Monde Nissins team composed of well-educated and experienced food technologists, chemists, and chemical engineers are trained and equipped to discover new market tastes and develop new flavors and products that will provide improved offerings to the consumers, both in the present and in the future. 78 An example of such efforts is the companys awareness and response to consumers increasing health and wellness concerns. As a result, Lucky Me! became NAPA (No Artificial Preservatives Added) in 2008 and launched its N-Rich line the following year. Monde Nissins consumers are loyal to its brands and products. This is a great advantage of the corporation over its competitors. Because the company continues to offer ever-improving and high quality product lines to its consumers, their trust is put in the corporation and its offerings. Additionally, the company is able to strengthen its consumers loyalty not only through satisfying their wants and needs through its products but also by accentuating their values and traditions. An example of such advocacy was when Lucky Me! emphasized the importance of family to the Filipino community by launching National FaMEALy Day - Araw ng Pagkilala na ang Kainang Pamilya ay Mahalaga (A Day to Commemorate that Family Meals Matter).79 Another one of the advantages of Monde Nissin is the presence of the corporations own manufacturing plants here in the Philippines. The main factory for production is located in Sta. Rosa, Laguna. Furthermore, two minor factories are located in Pampanga and Cebu.80 Since the company has their own plants, they are able to easily adjust production when sudden changes in demands occur. Additionally, they are able to manipulate the manufacturing processes more easily when revolutionary technologies are discovered or distinct changes to the products are needed to be made since the company itself is the one primarily regulating its own plants. Monde Nissin Corporations team members are able to make decisions and then apply them in a more immediate manner, as
78 Centeno, , Dela Cruz, Emata, Milano, Sarmiento, and Margaux Tan. LS10 Monde Nissin. Scribd 2011. Web. 23 May 2011. <http://www.scribd.com/doc/49091613/LS10-Monde-Nissin> 79 Lucky Me! Product List. MondeNissin.com. Monde Nissin Corporation. 2008. 24 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me> 80 Ibid.
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opposed to when the plants are under the control of other corporations or are located in international settings. Additionally, distribution costs can be minimized since these products will only need to travel locally. Having manufacturing plants located at different places in the Philippines also comes with another one of the strengths of the corporation. This results to having farreaching distribution operations. While the plants in Pampanga and Cebu are able to provide products for the Visayas and Mindanao regions, the main factory in Laguna is able to provide products for Metro Manila, other places in Luzon, and even for other nations. Having 13 distributors in Northern Central Luzon, 4 in the Greater Manila Area, 11 in South Luzon, and seven in Visayas and Mindanao81, it is no wonder how Monde Nissin products are can be purchased from big modern supermarkets to rural sari-sari stores. Monde Nissins visibility is another one of its strong points. Through the corporations successful marketing endeavors, good publicity is being experienced by the company. Additionally, continuous customer satisfaction from high quality products and efficient customer service only encourages these consumers to express such favorable experience to others and thus, effectively advocate the brands and products to other potential buyers. Since the company operates on a corporate culture that is anchored on traditional core values such as teamwork, learning continuously, and caring service, its human resources respect and enjoyment are deeply valued.82 Consequently, the entire Monde Nissin Corporation team is efficiently able to work together and strive for a common goal to competently provide high quality products and excellent service to its beloved consumers. Wok Noodles As a product of Monde Nissin Corp., Wok Noodles main advantage was the quality of its products. Consumers were immediately assured of the high quality and
81 Centeno, , Dela Cruz, Emata, Milano, Sarmiento, and Margaux Tan. LS10 Monde Nissin. Scribd 2011. Web. 23 May 2011. <http://www.scribd.com/doc/49091613/LS10-Monde-Nissin> 82 About Us. MondeNissin.com. Monde Nissin Corp., 2008. Web. 25 May 2011. <http://www.mondenissin.com/main.php/about_us>.
33
premium taste of Wok Noodles simply from the recognition that it was a product under Lucky Me!. There was no longer a need for a great effort to introduce Wok Noodles as good noodles because people were already aware that as a product under Lucky Me!, Wok is the fruit of product innovation and high quality standards that the brand is already known for. Thus, this would not only create an opportunity for Wok Noodles to be priced at a higher cost, but also provide people with fewer reasons not to try Wok Noodles even if they are unfamiliar with the product itself. Wok Noodles might also have the advantage of more effective distribution channels than its competitors. This made it easy for consumers to access the product. Also, as Lucky Me! is the market leader in the instant noodle industry, Wok Noodles was able to enjoy a prime spot in supermarkets and groceries, the main retailers for its target market. Thus, Wok Noodles would be easily visible to supermarket shoppers as they would be displayed in eye-level shelves or in special sections in the aisles. Along with Lucky Me!s ad campaigns and promotions for its products, Wok Noodles were indeed strong in terms of product visibility. Weaknesses Indeed the distribution operations of Monde Nissin are able to reach even the distant provinces in the various regions of the Philippines. Despite this, there have been reports that some of these deliveries contain inefficient quantity of the companys products.83 Some stores have reported to have low supplies of Monde Nissin product with the demands of their customers not being fully satisfied. This weakness impedes the growth of sales. Although Monde Nissin is able to provide a wide range of products that can satisfy its consumers, some of these products are quite comparable to each other. In fact, these overlapping products may tackle very similar needs of the consumers. Thus, there is a possibility of cannibalization within the company. The corporation is up-to-date with the different consumer trends, one of which is the rising concern for health and wellness. Although Lucky Me! has been dedicated to research, development, and innovation in order to provide its health-conscious consumers
83 Sy, Marie. Personal interview. 21 May 2011. 34
with the healthiest product it could possibly offer, instant noodles are still usually criticized as junk food. Although this particular concern is not the defining factor for Lucky Me!s primary consumers, which are consumers from lower-income households, it will be the brands ultimate advantage over their competitors if they are able to come up with a solution to further attract more of these health-conscious consumers. More often than not, these customers belong to the middle or higher-income households.
Wok Noodles Aside from those mentioned above, a major disadvantage of Wok Noodles would be its similarity to a lot of other dry cup noodles in the market. Beyond the similar dry noodles (Pancit Canton) offered by Lucky Me!, other brands, particularly imported ones, also offer dry noodles in cups, and these are usually marketed to high-income consumers, which are also the target consumers of Wok Noodles. These imported brands, often from China, Japan and Korea, could be identified as international counterparts of Wok Noodles as they would normally be available in Oriental / Asian flavors, and this would be unfavorable for Wok, as the name Wok connotes an Asian or Oriental taste and feel, but the product is available only Savory Shrimp, Spicy Beef, and Flaming Hot, which did not imply much about being Oriental-Asian. Thus, a certain contradiction exists between the brand name and the flavors offered. Also, people would also be inclined to buy the imported noodles as they could be seen as more authentic in terms of being Asian food.
It is also important to
note that while Woks target
market were clearly identified as those belonging to the higher economic classes, the
35
product itself was not directly marketed towards them. As could be seen from its flavors, it seemed that Wok Noodles, as a product for the higher social classes, is actually presented simply as differently-flavored pancit canton in a cup. Its packaging also did not imply a high-class nor Asian feel. Thus, Wok did not translate as a brand for its target market; moreover, the people who would like to buy Wok Noodles would not be able to afford it because of its high price. This incongruence of sorts could be seen as a significant weak point of Wok Noodles84. D. Brand Consumer Profile 1. Identified Market Segments Being the market leader in the instant noodle industry, Monde Nissins Lucky Me! brand offers Filipinos the most diverse range of instant noodle varieties both in pouch and in cup. Its dry (Pancit Canton) and wet (noodles in soup) noodle variants, marked at competitive prices, are generally sold to the common people (masa; class D, E, broad C), some of whom may have instant noodles as a staple food or viand since they are inexpenive and easy to prepare. However, Lucky Me! noodles are not limited to these groups because as a widely recognized Filipino company, Monde Nissin has been able to establish Lucky Me! instant noodles as high-quality family-oriented products.85 Additionally, Lucky Me! has a new line of Specialty Noodles, priced more expensively, which features new kinds of Filipino and international flavors as well as different types of instant pasta. With variants that range from Sotanghon Lite to Curly Spaghetti and Mac & Cheez, it is observable that from their original target market pertaining to lower socio-economic classes, Lucky Me! is now also selling to younger and more upscale people, including active and health-conscious professionals, busy students, and young schoolchildren.86 From this it is possible to conclude that Lucky Me! is moving from generic consumer needs (such as a need to fill a craving for instant noodles) to more specific demands (such as the demand for healthier or more childfriendly noodles).
84 Tan, Kristine Valerie. Personal interview. 8 June 2011. 86 Ibid. 85 Sy, Marie. Personal interview. 21 May 2011.
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The targeted market segment of Lucky Me! Wok Noodles was no different from the target market of these Specialty Noodles. Wok Noodles in the past might have been also sold to relatively higher economic classes, having the same lifestyles and demands as the consumers of the Specialty Noodles today.87 Specifically, Woks target market might have been young and adventurous instant noodle lovers who are interested in Asian noodle tastes and need a convenient way of eating them. For these kinds of people, it can be seen that beyond the instant noodles, what they seek is the experience of eating and tasting unique Asian flavors in a cup. As mentioned above, Wok might not have been successful at tapping its market because of its unmemorable flavors and inconsistent positioning. 2. Market Needs Being Addressed Its main product being instant noodles, Lucky Me! primarily answers the need for good-quality and reliable food that would fill the stomach in an instant or in a fuss-free way. Instant noodles can be seen as staple items in Filipino kitchen cupboards, consumed during occasions when individuals do not have ample time to prepare meals or are simply craving for a quick fix of noodles. Wok Noodles, having the feature of being able to be cooked in just a few minutes, are valuable to consumers who have limited time for eating yet are in need to have a filling meal during those periods. The trend of fast-paced lifestyles also increases the need for a quick and hassle-free manner of preparing food.88 Lucky Me! Wok addressed this need by providing the convenience of having instant mealsconvenience in the ease of access to its products, as well as the convenience in the method of preparation and consumption of noodles without compromising their taste and quality. Moreover, Wok Noodles catered to the need for new and exciting variants in dry instant noodles. Pancit Canton is normally sold in Original, Calamansi, and Spicy flavors. Wok offered shrimp and beef flavors which were a lot different than the typical pancit canton. Despite this, these flavors were perhaps not able to live up to the expectations of target market of the brands in terms of being Asian enough.
87 Ibid. 88 Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May 2011. <portal.euromonitor.com>
37
Another need that Lucky Me! caters to is the demand for healthier instant food. Lucky Me!s noodles are presented as a healthy variety of instant noodles by innovating them as NAPA (or No Artificial Preservatives Added) and by fortifying their products with Iron and Vitamin A.89 Thus, these endeavors in creating healthier instant noodles make Lucky Me! a good choice for those who seek a healthier range of instant food. This, however, was not tapped by Lucky Me! Wok Noodle Variants as they were not yet labeled as NAPA. 3. Buying Patterns Lucky Me! noodles, along with most of Monde Nissins products, continue to be sourced by consumers from supermarkets, convenience stores, and sari-sari stores.90 Supermarket consumers who purchase Lucky Me! noodles usually buy in bulk (more than one pouch at a time). Instant noodles seem to be regularly bought by families and are usually included in their grocery lists; thus, instant noodles are already budgeted for in an average familys weekly or monthly expenses. Lucky Me! noodles are seen to be part of normal day-to-day eating habits of most Filipinos. There does not seem to be seasonal patterns in the consumption rate of instant noodles. However, the recent economic crises, oil price hike, and natural calamities (such as typhoons and draughts) have affected consumer expectations such that most are anticipating major food scarcities in the future, along with high increases in the prices of goods.91 Thus, consumers are becoming more value-oriented, being more conscious of the changes in the costs of different household goods and food items. The sense of convenience, reliability, and value (sulit) that instant noodles convey to consumers makes it a good grocery option even during times of crisis. This characteristic also contributes to the steady consumption of instant noodles all year long, with peaks during the rainy months as well as the holiday season.92 Wok Noodles, as a more expensive kind of instant noodles, might have been commonly bought by its target market from supermarkets and convenience stores, as
89 Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office Word Document. 90Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office Word Document. 91 Sy, Marie. Personal interview. 21 May 2011. 92 Ibid.
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these people are not likely to buy from sari-sari stores. Belonging to the higher economic classes, Woks consumers may not be as sensitive to price as those from the lower classes. However, as mentioned earlier, value for money is still an important point for them as a result of various economic changes. The pattern in which Wok Noodles were bought may not be as steady as other Lucky Me! variants because for these kinds of people, instant noodles are not seen as a staple food but a kind of emergency food. Wok Noodles may be stocked at home, but it is not necessary that a households stock is regularly consumed and refilled. 4. Usage Habits People commonly consume Lucky Me! instant noodles as a stomach-filler or panawid-gutom because of the convenience (easy to buy, easy to cook, easy to eat, easy to transport) it provides. Instant noodles are suitable for consumption at work or even at home when working late on a project. Aside from being eaten as a snack, recent ad campaigns have encouraged the eating of Lucky Me! instant noodles for breakfast,93 especially as a warm and energizing meal for people who have a long day ahead, as well as a dish on the dinner table, to be shared and eaten together by the whole family.94 Also, Lucky Me! is perceived to be well-loved by kids, especially those in the grade school level, and this makes Lucky Me! an ideal food for childrens breakfast or snack time. Mothers who have picky children could simply prepare Lucky Me! for their childrens meal or packed lunch. Monde Nissins TV advertisements are certainly taking the effort to make Lucky Me! popular among children.95 As mentioned earlier, instant noodles are also popular as relief goods because noodles are a good substitute for rice, without the hassle of cooking. 96 During times of typhoons and other natural calamities, instant noodles, along with biscuits and canned goods, are commonly donated and distributed to disaster-stricken victims.
93Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office Word Document. 94 Home - Kainang Pamilya Mahalaga." KainangPamilyaMahalaga.com. Monde Nissin Corp. Web. 25 May 2011. <http://www.kainangpamilyamahalaga.com/index.php/home>. 95 Media. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/multimedia> 96 Sy, Marie. Personal interview. 21 May 2011.
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Wok Noodles could also be seen as stomach fillers, but as can be seen earlier, it is not likely that they were eaten on a regular basis. For its target market, perhaps Wok Noodles are simply snacks or emergency food, to be eaten once in a while when they crave for instant noodles or when they need food but would not be able to cook. Also, in contrast to most of Lucky Me!s products, it seems that a cup of Wok Noodles was meant for individual consumption and not shared or eaten together with ones family or friends, and it is impractical to be donated to typhoon victims. As an emphasis on catering to consumers specific demands, Wok Noodles, at its price and different flavors, were perhaps selling the experience of tasting individuality and indulging oneself to unique cup noodles. E. Marketing Strategy 1. Segmentation, Targeting and Positioning As a major player in the consumer market, Lucky Me! segments Filipino consumers according to their characteristics such as income levels, lifestyles, and age.97 Such segmentation has enabled the brand to identify possible needs and set the right product, price, and promotion to a selected target market. Its extensive assortment of instant noodles, varying in flavor and noodle form, has enabled the brand to cater to a wide range of consumersstudents, working people, mothers, and children, all of whom having a need for high-quality and healthy instant meals. The regular dry and instant noodles have always been a staple to most Filipino families because of their familiar yet unique flavor and appeal to local tastes, as well as their trusted reputation for quality and affordability. The noodles are marketed as suitable for both kids and adults, and they are usually presented as a great dish for family meals, to be eaten together by all members of the family.98 On the other hand, the Specialty Noodles are offered to people with more distinct needs.99 For example, the Sotanghon Lite is targeted to people who are concerned with the high carbohydrate intake associated with eating processed noodles. Curly Spaghetti, Mac & Cheez, and Baked Mac all appeal to mothers with picky children and children who are fond of eating cheese and spaghetti.
97 Sy, Marie. Personal interview. 21 May 2011. 98 Media. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/multimedia> 99 Ibid.
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Wok Noodles, implying fresh and exciting Asian flavors in a cup, might have been also targeted to thrill-seeking younger consumers who have fast-paced lifestyles. However, its efforts to position itself as a high-end Asian-style instant noodle product were a little confused as its ordinary look, high price and uninteresting flavors did not work well together for the target consumers to be attracted to the brand. Clearly, Wok Noodles was not successful in carving out a niche for itself in the market. One can say that it was certainly an unmemorable brand as very few people would remember it today.
Monde Nissin sees itself as a youthful and dynamic company dedicated to providing high quality products and excellent service to Filipino consumers.100 As its logo symbolizes, Lucky Me! presents itself in the market as a brand that truly cares for its customers.101 The shape and color of the logo shows intimacy and warmth, much like how Lucky Me! products have already been a part of the lives of Filipinos by continuing to provide fresh and sweet-smelling meals that Filipino families have come to love and look forward to. The brand elicits memorable moments of simply sitting around with friends or family, happily eating and bonding over tasty fuss-free meals.102
2. Marketing Mix (Four Ps)
Product Lucky Me!s instant noodles are offered in a wide array of flavors and sizes. The regular wet noodles and Pancit Canton are available in 65g pouches. Specialty noodles vary from 60g to 90g pouches. Cup noodles are also offered in two sizes, 65g and 35g,
100 About Us. MondeNissin.com. Monde Nissin Corp., 2008. Web. 25 May 2011. <http://www.mondenissin.com/main.php/about_us>. 101 Lucky Me! Product List. Monde Nissin Corporation. 2008. 24 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me> 102 Ibid.
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while Chow Mien Cup Noodles are in 75g and 50g. While most of the variants are based on Filipino dishes and flavors, newer flavors are leaning towards Asian flavors such as Chinese and Japanese, as well as Western-style pasta such as macaroni. These varieties add to Monde Nissins reputation for innovation and advancement of instant noodle flavors and processing technology.103 All of these noodles are packaged in colorful and vibrant pouches and cups, bearing NAPA and Sangkap Pinoy seals along with images of freshly cooked and appetizing noodles with meat and vegetables on top. The packaging as a whole gives off a premium look for a high-quality product that consumers can expect from the brand.104 Their noodle variants can be classified as follows105:
Non-Specialty Noodles Wet Beef na Beef Chicken na Chicken Itnok (Chicken and Egg) Native Chicken Beef Spareribs Pork Ribs Spicy Hot Beef N-Rich with Malunggay Dry (Pancit Canton) Original Calamansi Extra Hot Chili Sweet & Spicy Chili-Mansi Wet La Paz Batchoy * Seafood * Bulalo * Chicken Sotanghon Lite * Chicken Sopas Lomi Jjampong * Kari * Po-ku * Specialty Noodles Dry Pancit Bihon with Kalamansi Baked Mac Mac & Cheez Curly Spaghetti Chow Mien Spicy Seafood * Chow Mien Beef *
*available in cup / bowl format 103 Ibid. 104 Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office Word Document. 105 Ibid.
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Wok Noodles were manufactured before the introduction of the Specialty noodles. However, as a cup noodle product, it used to belong to the Lucky Me! Supreme Cup Noodle line as a dry cup noodle variant. It is interesting to note that while Wok sounds like there is a stir-fried quality to the noodles, the noodles themselves were not any different from the noodles of Pancit Canton that were sold in pouches. Moreover, preparation and consumption of the product were just similar to the conventional Pancit Canton, except that the noodles can be cooked and eaten directly from a cup as an emphasis on convenience. From the perspective of a typical consumer of Wok Noodles (a person who enjoys a comfortable lifestyle and who would likely be educated enough to recognize what a wok is), the name would actually be a little misleading for a product that is simply Pancit Canton in cup form.106 Price Lucky Me! wet instant noodles are priced at P6.90, while Specialty wet noodles such as Seafood, La Paz Batchoy, and Bulalo are priced at a range from P12.90 to P14, twice the price of the regular wet instant noodles. Other Specialty noodles such as Mac and Cheez and Baked Mac are priced at P16, while the Jjampong variant is the most expensive at P18.50. Dry noodles (Pancit Canton) are priced at P8. Lucky Me!s prices are slightly higher than the cost of other brands for both wet and dry noodles, yet consumers seem to be consistent in buying its products, perhaps because of their strong attachment and preference for the brand.107 Despite this point of advantage, Lucky Me! cannot significantly raise its prices as its primary consumers continue to be the lower income classes, and its products are essentially considered as major commodities. What follows is a summary of Lucky Mes retail price range in comparison to the prices of other brands in the market:
106 Tan, Kristine Valerie. Personal Interview. 8 June 2011. 107 Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office Word Document.
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Lucky Me! Wet Noodles Pancit Canton Specialty Noodles Instant Stirfried Noodles Wet Cup Noodles (reg.) Wet Cup Noodles (mini) Dry Cup Noodles (reg.): Wok Noodles Dry Cup Noodles (mini) P 17.00 P 6.90 P 8.00 P 12.00 to P 18.50 P 13.90 for 65g P 23.50 P 14.50
Nissin (Nissin-URC) P 6.75
Payless (URC) P 6.10 P13 for 130g
Quickchow / Tekki (Zest-O) P 6.75 P 8.00
P 8.30 for 59g P 21.25 P 14.30
P 7.75 for 55g P 18.25 P 13.20
P 24.75
P 21.25
P 17.40
P 14.30
P 13.20
Wok Noodles were used to be priced at the same range (around P 24 to P 30) as Lucky Me! Special Chow Mien, a similar product offered by the brand today. As a product of Lucky Me!, Wok could be said to be more expensive than most of the other noodle products in the market, mainly because it is primarily presented as a premium product, and its target market is deemed to be generally insensitive to high prices. However, perhaps the margin for Wok was set too high as some people noted that Wok
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Noodles were just too expensive to a point where they felt they were paying more than the value they actually got from the product.108
Place Lucky Me! can easily be found not only in major retail centers such as supermarkets and convenience stores but also in sari-sari stores or small community stores. The brand is currently enjoying a market leader status in supermarkets where almost half of the shelf space for instant noodles is allocated to Lucky Me! products. This not only expresses the brand leadership of Lucky Me!, but also contributes to increased product contact with consumers.109 Wok Noodles, unlike other Lucky Me! products, was sold mostly in supermarkets, convenience stores because Wok primarily targets shoppers belonging to the middle and upper socio-economic classes. Furthermore, because it is priced higher compared to other instant noodle variants, Wok is not sellable in sari-sari stores, where most consumers belong to lower socio-economic classes. A strength of Monde Nissin is the strong presence of its brand even to the smaller and lower-level retail channels, which is the result of an effective distribution system that includes various distribution centers that supply its products to retail outlets both in urban and rural areas. Through this system, Monde Nissin ensures the smooth flow of products from the trade distribution centers to the retail store outlets, and ultimately to the end consumer.110 The supply chain is summarized in the following chart:
108 Tan, Kristine Valerie. Personal Interview. 8 June 2011. 109 Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office Word Document. 110 Sy, Marie. Personal interview. 21 May 2011.
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Thus, Lucky Me! products are able to reach a wide group of Filipino consumers even in remote locations, making the brand more accessible and recognizable to more people.
Promotions
Lucky Me! has always been known for memorable television ads that are not only attuned to their products respective target segment but also reflect a slice of Filipino life, making their ad campaigns effective and endearing.111 This ability to form close connections with the Filipino people contributes to lasting intimate brand-customer relationships. Throughout the past, Lucky Mes advertising strategies have been successful at expanding its market by initiating and maintaining the consumption of Pancit Canton and Instant Mami to teenagers and young professionals. The products became popular among these groups of people with the help of TV commercials featuring high school best friends and overworked office employees enjoying a plate of steaming hot Lucky Me! Pancit Canton.112 It can also be said that the same kind of advertisement was also used for Wok Noodles. In addition to that, some variants of Lucky Me! have paired up with Monde Nissins other consumer brands such as M.Y. San Crackers for promos to build up their brand names and to encourage consumers to buy more of the product. However, for Wok Noodles, no such promotions were undertaken. This is probably why Wok was not that popular with consumers before. Promotions for the product were probably not enough for it to build a name within the market.
111 Media. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/multimedia> 112 Sy, Marie. Personal interview. 21 May 2011.
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Sharon Cuneta is also tapped as a regular endorser of Lucky Me! products. As an endorser with a strong consumer following, she has contributed much to Lucky Me!s market success, especially in making Lucky Me! products attractive to mothers who are essentially in charge of preparing meals for the family and are concerned with having meals that are both delicious and nutritious for their kids.113 It can be remembered that her appearance in the new Lucky Me! NAPA Seal TV commercial caused consumer hype and increase in popularity. She is also very effective at presenting new ways of consuming instant noodles, such as having Instant Mami for breakfast.114
113 Arceo, Mitch M. "Sharon Cuneta: Family Bonding Over a Bowl of Noodles!" The Manila Bulletin Newspaper Online. Manila Bulletin Publishing Corporation, 25 July 2008. Web. 25 May 2011. <http://www.mb.com.ph/articles/1480/sharon-cuneta>. 114 Media. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/multimedia>
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Currently, Lucky Me! is directing its promotional campaigns to even younger children, especially those who are nearing pre-teen years. The brand is presently marketing instant noodles as fun and child-friendly dishes. These can be seen in its Itnok and Sweet & Spicy Pancit Canton commercials where the emphasis is given to kids enjoying their Lucky Me! noodles.115 To parents, Lucky Me! products become healthy and special food perfect for bonding moments with their children.
Todays increasing development of the Internet also provides Monde Nissin plenty of opportunities to promote its brands. The Monde Nissin websites bright yellow background is filled with plenty of eye-catching graphics and interactive features that engage the user into exploring the site and learning more about the company and its products.116 The Lucky Me! section of the website provides information about its products and interesting facts about its noodles.117 A unique section of the site is a collection of noodle recipes called Lucky Me! Happy Family Meals118 and a Truths vs. Myths section119 that basically debunks Filipino misconceptions about instant noodles. It educates users about the facts concerning MSG and sodium content of processed food while informing them of the nutritional value of Lucky Me! noodles and the health benefits of having them as part of a balanced diet.
115 Lucky Me! Itnok "Eggtray" TVC. Monde Nissin Corp. YouTube.com. 22 Oct. 2009. Web.Home. Monde Nissin Corporation. 2008. 25 May 2011. 116 25 May 2011. <http://www.youtube.com/watch?v=0UtZuq8pKg4>.
<http://www.mondenissin.com/main.php> 117 Lucky Me! Product List. Monde Nissin Corporation. 2008. 24 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me>
118 Lucky Me! Recipes. MondeNissin.com. Monde Nissin Corporation. 2008. 25 May
2011. <http://www.mondenissin.com/main.php/products/lucky_me/recipes> 119 Lucky Me! Truths Vs. Myths. MondeNissin.com. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me/truth_myth>
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3. Competitive Strategies Employed In an industry where all players are basically selling the same good (instant noodles), Lucky Me! understands that variety and novelty of flavors are key to attracting new consumers and keeping old ones interested in their products.120 Thus, it leads the market in the innovation of new flavors and textures for instant noodles. By being flavororiented, Lucky Me! is able to cater to different market tastes and preferences, as well as reduce the tendency of consumers to get tired of the taste of its usual/old variants. It introduces its new variants and flavors as new experiences waiting to be discovered. Its Chow Mien Seafood, for example, is marketed as a masterpiece must-try, allowing one to experience the goodness of Chinese stir-fried noodles by capturing the authentic goodness of seafood chow mien. The same goes for Wok Noodles. It was introduced before as Asian-style stirfried noodles. Although the preparation was the same with Lucky Me! Pancit Canton, Wok was differentiated in terms of its flavors. However, the image of the product was not built as an Asian-style stir fried noodles but rather just like any other cup noodle variants of Lucky Me! Furthermore, the packaging, which is an important part in building up a products image, was not able to convey the image that Wok was meant to express. Instead, it presented Wok as an ordinary Pancit Canton variant in cup. As the leading instant noodle brand in the Philippine market, Lucky Me! has earned the trust of Filipino consumers in the high quality of its products. Lucky Me! upholds this trust by taking the necessary measures in ensuring the health and safety standards of its noodles. Various qualities such as noodle texture, shelf life, and nutritional value are maintained by using the appropriate levels of natural preservatives in the processing of its products.121 Lucky Me! makes the nutritional information about its
120 Sy, Marie. Personal interview. 21 May 2011. 121 FAQs. MondeNissin.com. Monde Nissin Corp. Web. 25 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me/faq>
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products known to the public to build up brand confidence and promote continuous consumption.
Lucky Me! also engages itself in a number of family- and nutrition-oriented campaigns, the most significant of which is Kainang Pamilya Mahalaga, 122 featuring commercials encouraging viewers to eat dinner with the whole family. Such efforts highlighting family togetherness in meals not only engage Filipino consumers to participate in an everyday tradition with people close to their hearts, but also allow them to associate Lucky Me! with this cultural practice, establishing the brand as a vital part of Filipino culture. Ultimately, Lucky Me! is recognized as a proudly Pinoy brand that cares for the Filipino family.
IV. Identified Market Opportunities
Adventurous customers yearn for new and unique flavors Basic instant noodle flavors such as Seafood, Chicken, and Beef seem to be offered by almost all noodle brands in the market today. Lucky Me! Wok Noodles sees this as an opportunity to break-away from the common flavors its competitors and even its sister products have. By doing so, Wok noodles will be able to target consumers who are younger and more affluent than the general target market of the instant noodle
122 "Home - Kainang Pamilya Mahalaga." KainangPamilyaMahalaga.com. Monde

Nissin Corp. Web. 25 May 2011. <http://www.kainangpamilyamahalaga.com/index.php/home>.
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industry. It is them who are truly adventurous with new products and flavors and are willing to try.
Recognition of Brand Lucky Me! is the leading instant noodle brand in the market and no other competitor can even come close. It is apparent that consumers are able to distinguish the superiority of the brands products over all the competitors. Because of this credibility, consumers will be discouraged to doubt the quality of Wok noodles. For the most avid customers of Lucky Me!, being a product of their most trusted brand may already attract and encourage them to try Wok noodles. Rapid Urbanization Mainly visible through the rise of business process outsourcing agencies, increasing number of people are now living in urbanized area wherein an individuals activities may pose time-constraints on his/her everyday schedule. Given breaks that may not be enough to visit the canteen or to order from restaurants, both students and young professionals are open to good quality and uniquely flavorful food products that will satisfy them given their limited time. These people become good customers for Lucky Me! Wok Noodles because of the convenience and satisfaction it provides its consumers. Increasing awareness for health Health and wellness have become important factors when it comes to choosing food, especially with packaged and processed ones. Having a reputation for being harmful to the consumers bodies, an instant noodle product that contains nutritional substances such as micronutrients would interest consumers. Since Monde Nissin has been able to produce other Lucky Me! products that promote health, it is a wonderful opportunity for Wok Noodles to be of the same nature. This will further attract new consumers that do not belong to the major target market of the instant noodles industry. Manufacturing and selling Lucky Me! Wok Noodles in the light of these market opportunities presents a promising venture for the benefits of the company. Indeed the
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product does not blend behind its competitors, but instead stands out from the crowd as it targets customers different from the usual instant noodle customers.
V. Proposed Target Market Sean Rafael Quimbo III Sean is a 19-year old college student at the University of Asia and the Pacific currently taking up a Bachelors of Science degree in Business Administration. He originally comes from Cebu but due to his excellent academic standing during his high school years, he was able to study in a prominent school in Metro Manila. He currently lives alone in a one-bedroom condominium unit near his university. He thrives on a fixed allowance given by his parents, which he mostly spends on food and other basic necessities. Aside from being a consistent Deans Lister, he is also one of the members of the Student Executive Board of the universitys student government. He also participates in other extra-curricular activities and seminars in the hopes of making his curriculum vitae attractive enough for him to land a good job to start his career once he gets out of college. Sean spends most of his time either doing schoolwork or working on org-related tasks. With this, he makes it a point to use his time wisely even during small breaks in between classes. When he gets home, he still studies and prepares for his classes for the next day but also allots time to break away from his stressful routine by enjoying delicious food. Since he does not know how to cook and he feels that it takes a lot of effort and time to order food, he usually prefers to eat easy-to-prepare snacks that he could enjoy while he studies and does his tasks through the night.
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Rachel Ong Rachel Ong, 28 years of age, is an account manager for a multi-national manufacturing company responsible in the for Philippines. maintaining a She is good
relationship between the company and the key accounts assigned to her. She always makes it a point that the needs of these accounts are constantly met and that the companys products are being promoted within its partner stores. Rachel is very much focused on her job as poor performance may prevent her from getting her much-awaited promotion. Despite the pile of work that she has to accomplish for the day, Rachel still utilizes her breaks to be able to eat and energize herself for the remaining tasks ahead of her. Thus, Rachel often chooses snacks that can be consumed within her 15-minute breaks and the same time are able to sustain her through the remaining hours before she can be able to eat a proper meal for lunch. However, Rachel is picky when it comes to her food. She does not settle for ordinary food even with her snacks. She seeks to have a little bit of adventure in every meal or snack that she eats. That is why in picking viands or even flavors for her snacks, she tries to find the most peculiar she could find with which she could indulge herself in the littlest of adventures she could discover.
Dr. Stephanie Garcia, M.D.

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Fresh off her residency from a renowned medical school in the Philippines, 33year old Dr. Stephanie Garcia strives to be a better doctor at every opportunity she gets. She works almost every day as her specialization entails her to be there any time she is needed. She even sleeps in the hospital when she is not able to finish all of her work. Stephanie is an attending physician for three different hospitals. She travels most of the time from one hospital to another within the day just to be able to get to her patients. She even gets called in to other hospitals for consultations regarding specific cases that require her expertise. Her travel time between hospitals takes about 30 minutes to 2 hours, depending on how far the hospitals are and the traffic situation at that time. When she gets to the hospital, she immediately rushes to her clinic to attend to the long line of patients waiting for her. Between attending to her own patients and assisting other doctors in their cases, Stephanie hardly finds time to take a break and eat full meals. Normally, Stephanie is adventurous when it comes to food and despite having a high income, she no longer has the luxury of preparing and eating delicious meals because she does not have full control of her time. Even though she is aware of the implications, she settles for instant and easyto-prepare food that would give her enough energy to sustain rounds, surgeries and other hospital and patient care-related activities. Thus, she not only looks for healthier snacks, but also food that would relieve her of all the pressure from her stressful career.
VI. Marketing Objectives A. Overall Marketing Objectives
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Since Lucky Me! Wok Noodles was not very memorable to the consumers it used to cater to, a difficulty in re-launching the old brand may be reduced as the market does not hold any enduring perception about the product. Thus, Wok Noodles may be marketed as a returning product taken to a new level of flavor and taste, offering consumers a heightened experience of eating instant noodles. Focus then should be given to ensuring that Wok Noodles would eventually have its intended position and image in the minds of consumers, maintaining a continuously improving rate of demand for the brand. Upon the re-introduction of Wok Noodles to the market, a main objective for this period would be to raise awareness and interest among its target consumers. Wok Noodles can make use of the consumer willingness to try newly introduced products by widely disseminating product information and capturing consumers attention through various promotional campaigns. A more specific goal is to let a large percent of the target market have a taste of the product by the end of the first year. After establishing product recognition among consumers, Wok Noodles could start developing its brand image to its market. For this period, the main objective for the brand is to begin setting up a position for itself in the minds of its consumers. Aside from increased product familiarity, focus should be given to the unique experience that consumers can obtain from Wok Noodles. Consumers should be able to identify what specific benefits Wok Noodles offers them, and why it is the most suitable instant noodle product for their lifestyles. The next primary objective of Wok Noodles, after being able to build a clear image for itself in the market, would be to secure long-term consumption of the product. Consumer-oriented efforts and competitive strategies must be applied to further deepen and instigate a long-lasting relationship with its consumers. This would not only ensure consistent sales but also establish the brand as a niche player in the instant noodle industry. The short term goals of the plan are summarized in the following:
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B. Specific Objectives and Targets 1. Market Shares and Sales
Target Market Shares Instant Noodle Industry Volume (in '000 tonnes) Instant Noodle Industry Value (in Ps million) Market Share (Volume) Market Share (Value) * Sales Volume (in '000 tonnes) * Sales Value (in Ps million) *
2012 (Year 1) 243.22 27237.57 0.45% 1.34% 1.09 364.83
2013 (Year 2) 252.62 28085.34 0.70% 2.20% 1.77 618.92

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2014 (Year 3) 261.72 28925.91 1.40% 4.43% 3.66 1282.43

per year
*Assuming Wok Noodles are sold at P 25 per 75g, with 5% inflation
Projections for 2012 are based on Chow Mien, Lucky Me!s current dry cup noodle variant, which took up around 0.70% of the volume of Lucky Me!s sales the year it was launched. Assuming that Lucky Me! constantly takes up 65% market share in volume, Wok Noodles is projected to have 0.45% market share during its first year. This target market share is relevant as a benchmark because Chow Miens share during 2010, its first year, was actually similar to this percentage. Instant noodle consumers would be likely to try Wok Noodles upon its launch because aside from their inclination to try new products, they are already assured of the quality and taste of Wok Noodles, recognizing it as a product of market leader Lucky Me!. Wok Noodles market share is targeted increase to 0.70% during its second year as the brand becomes more familiar to consumers and focuses its positioning to its target market, encouraging more frequent consumption through increased promotions and ad
123 Reuters. "BSP Expects 2011, 2012 Inflation within Target." ABSCBNnews.com. ABS-CBN Interactive, 21 Feb. 2011. Web. 09 June 2011. <http://www.abscbnnews.com/business/02/21/11/bsp-expects-2011-2012-inflation-within-target>.
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campaigns. The percentage increase would be 56% from the first year, and this would be significantly greater than the industry growth rate of 4%. For its third year, Wok Noodles is targeted to have a 1.40% market share as the target market is expected to have a more stable consumption level after the brand has successfully set up its image in the market. As the brand continues to maintain its consumer base and continue its strategic marketing to reach out to more of its target market, it is expected that after a one or two more years, Wok Noodles would have similar market shares as Tekki Cup Noodles.
2. Profits Income Statement (in Ps million) Sales COGS & Operating Expenses Gross Profit Selling Expenses
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2012 364.83 255.38 109.45 91.21
2013 618.92 433.24 185.68 123.78
2014 1282.43 897.70 384.73 230.84
Income Before Tax Tax Expense (32%)124 Net Income Profit Margin
18.24 5.84 12.40 3.40%
61.89 19.81 42.09 6.80%
153.89 49.25 104.65 8.16%
The cost of manufacturing a higher-end product such as Wok Noodles may be around 70% of its selling price,125 as the company would not need new machines or equipment for the manufacturing of the noodles, yet perhaps it would need to spend on the raw materials, labor costs, and packaging of the product. Since we are re-launching the brand, expenditure for advertisements, merchandising, distribution, and promotions (which we would consider as selling expenses) are crucial especially during the first few years after the launch, as the introduction would require aggressive advertising and selling schemes. Thus, our selling expense for the first year would be estimated at 25% of sales, while it would be 20% and 18% for the second and third years, respectively. The profit margin by the end of the three years is targeted to be 8% as this estimate is deemed to be an ideal margin for the goods of Monde Nissin126. Profit margins for the first two years are expected to be lower than this ideal because as mentioned earlier, a relatively high percentage of sales is going to be allocated for promotional and distribution expenses in an effort to expose the brand to the public. Looking ahead, profit margin for Wok Noodles after three years is expected to be greater than 8%.
3. Distribution Wok Noodles can make use of Monde Nissins extensive distribution system to maximize the reach of the product to its market. Since the target market for Wok Noodles would be urban and higher-income consumers, the brand can concentrate on distribution
124 Bureau of Internal Revenue. "Income Tax." BIR.gov.ph. Bureau of Internal Revenue, 1 Jan. 2009. Web. 09 June 2011. <http://www.bir.gov.ph/taxinfo/tax_income.htm>. 125 Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office Word Document. 126 Sy, Marie. Personal interview. 21 May 2011.
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to large retail channels in urban areas such as supermarkets, groceries, and convenience stores in Metro Manila. Thus, an objective would be to provide a steady supply of Wok Noodles to these retail outlets to further increase consumer awareness. Focus should be given to key outlets near hospitals, universities, and office buildings where there is a high concentration of the target consumers such as working professionals and students in the area. Also, in the span of one year, it can be considered that it is actually possible for Wok Noodles to reach 100% of its target retail stores as it is indeed in an advantage when it comes to distribution, even to areas outside Metro Manila. Targeted Distribution 2012 2013 2014 Channels Hypermarkets 100% 100% 100% Supermarkets 100% 100% 100% Grocery Stores 100% 100% 100% Convenience Stores 100% 100% 100% VII. Overall Marketing Strategy (A Brief Description of Overall Strategy for the Brand) To the young and busy urban people who have limited time for preparing and eating meals and who need a convenient way to enjoy food that is superb in taste and nutrition, Wok Noodles is the brand of premium instant cup noodles that allows one to maximize meal time and enjoyment by providing a balance between convenience and high quality through instant noodles that deliver gourmet flavors and enough vitality for an active routine. The reasons are the variety of unique Asian flavors made with natural spices, choice ingredients and whole-wheat noodles that are fortified with iron and proteins to satisfy ones craving and boost ones energy for the rest of the day. The Brand character is urban, classy, and adventurous. From this, we can consider that Wok Noodles are indeed very different from the other noodle variants of Lucky Me!. First, its target market is clearly not the usual lowerincome classes but the more affluent and active young adults with busy lifestyles. Among Lucky Me!s lineup of noodle variants, Wok Noodles also seems to be the most radical such that its whole feel is quite distinct from the familiar image the Lucky Me! has inscribed for itself in the market. Rather than offering food that caters to the enjoyment of the whole family, sitting together and sharing a meal, Wok Noodles seems to be a product centered on the independent and original - one that has an adventurous character.
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Being a cup instant noodle product with these qualities, it tends to break away from the homey or communal eating habit that Lucky Me! is known to propagate. Thus, a useful strategy might be to distance Wok Noodles from Lucky Me!, not so much as to compromise consumers perception of it being a reliable and consumeroriented brand, but just enough to distinguish itself as a brand that exudes individuality in an environment that is entirely different from home: the workplace. Here, the setting where one consumes instant noodles is not an intimate place where one can linger and reminisce with special people; rather, it is a fast-paced ambiance where pressure is normally felt and a need arises to break away from this environment even for a short period of time. Thus, Wok Noodles offers this little escape by positioning itself as a brand that also breaks away from the conventional cup noodles by providing new and exciting flavors, as well as the experience of having a little adventure for the palate. In order to keep the momentum of excitement and adventure that the products flavors express, depending on their performance in the market, new ones may be released periodically while badly performing ones may be faced out. Of course, decisions on these will not be rushed. Instead, business operations must be analyzed as product ideas must be rooted on what the target consumers would want and need. Wok Noodles strategy of presenting each meal as an exciting and exclusive experience in itself also compliments the culture of higher-income classes where exclusivity is a sign of being part of the elite society. Also, since Wok Noodles are positioned as gourmet instant noodles using only natural and fortified ingredients that give vigor to the consumer, the product is indeed attached with value-added features. Thus, it is to be offered in the market with a premium. This would result in the creation of a niche for Wok in the noodle industry as the first high-end brand of instant noodles. As an emerging food product that concerns a new niche in the instant noodle industry, Wok Noodles advertisements and promotions need to be concentrated and distinct. The attributes of being a gourmet product without sacrificing the practicality of its convenience shall be emphasized. This is because in a relatively mature industry such as of instant noodles, competitors are finding it more difficult to find a positioning which other brands has never done before. The product must then be constantly visible to its targeted market. Thus, it must be advertised through mediums and in locations most often utilized and visited by those of relative affluence such as newspapers and high-end
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magazines. Spending on promotion during these early stages of the products launch would be high since the goal is to inform the consumers about the product and then get them to try it. Ultimately, the product must be made available at those places that these prospect customers frequent such as recognized supermarkets, or even convenience stores and cafeterias in school or office buildings. In the end, it is through proper placement and distribution that the success of the products sales can be tangibly manifested.
Works Cited About Us. MondeNissin.com. Monde Nissin Corp., 2008. Web. 25 May 2011. <http://www.mondenissin.com/main.php/about_us>. Aguilar, Filomeno V. Rice in the Filipino Diet and Culture. Tech. no. 2005-15. Philippine Institute for Development Studies. Web. 20 May 2011. <http://dirp3.pids.gov.ph/ris/dps/pidsdps0515.pdf> Amojelar, Darwin G. "DTI Warns of More Price Increases." The Manila Times Newspaper. The Manila Times Newspaper. Web. 22 May 2011. <http://www.manilatimes.net/business/dti-warns-of-more-price-increases/>. Arceo, Mitch M. "Sharon Cuneta: Family Bonding Over a Bowl of Noodles!" The Manila Bulletin Newspaper Online. Manila Bulletin Publishing Corporation, 25 July 2008. Web. 25 May 2011. <http://www.mb.com.ph/articles/1480/sharon-cuneta>. "Branded Consumer Foods Group - Domestic." URC.com. Universal Robina Corporation, 2011. Web. 26 May 2011. <http://www2.urc.com.ph/prods_bcfg.html>. Bureau of Internal Revenue. "Income Tax." BIR.gov.ph. Bureau of Internal Revenue, 1 Jan. 2009. Web. 09 June 2011. <http://www.bir.gov.ph/taxinfo/tax_income.htm>. Centeno, , Dela Cruz, Emata, Milano, Sarmiento, and Margaux Tan. LS10 Monde Nissin. Scribd 2011. Web. 23 May 2011. <http://www.scribd.com/doc/49091613/LS10-MondeNissin> Chu, Solim, Sy, Tiu, and Wee. Gourmet Cuisine Manual. 2008. Microsoft Office Word Document. Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May 2011. <portal.euromonitor.com> Euromonitor. Noodles in the Philippines 23 September 2010. Web. 17 May 2011. <portal.euromonitor.com>
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FAQs. MondeNissin.com. Monde Nissin Corp. Web. 25 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me/faq> Home. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php> Home - Kainang Pamilya Mahalaga." KainangPamilyaMahalaga.com. Monde Nissin Corp. Web. 25 May 2011. <http://www.kainangpamilyamahalaga.com/index.php/home> Hwang, Jim. Three Minutes to Go. Taiwan Review. 01 June 2007. Web. 20 May 2011. <http://taiwanreview.nat.gov.tw/ct.asp?xItem=24252&CtNode=128> "Kim Chiu Is Payless Pancit Shanghais Brand Ambassador." UniversalRobina.com. Universal Robina Corporation, 23 July 2009. Web. 26 May 2011. <http://www.universalrobina.com/2009/07/23/kim-chiu-is-payless-pancit-shanghaisbrand-ambassador/>. Lucky Me! Itnok "Eggtray" TVC. Monde Nissin Corp. YouTube.com. 22 Oct. 2009. Web. 25 May 2011. <http://www.youtube.com/watch?v=0UtZuq8pKg4>. Lucky Me! Product List. Monde Nissin Corporation. 2008. 24 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me> Lucky Me! Recipes. MondeNissin.com. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me/recipes> Lucky Me! Truths Vs. Myths. MondeNissin.com. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me/ truth_myth> Milestones. MondeNissin.com. Monde Nissin Corporation. 2008. 22 May 2011. <http://www.mondenissin.com/main.php/products/lucky_me/lm_milestones> MCA Limited. Retailing in the Philippines. Philippines Special Report. March 2002. Web. 20 May 2011 <http://www.philippinesforum.com/resources/research/files/spe_retail.pdf> Media. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/multimedia> Monde Product List. MondeNissin.com. Monde Nissin Corporation. 2008. 22 May 2011. <http://www.mondenissin.com/main.php/products/biscuits/monde> Monde M.Y. San Product List. MondeNissin.com. Monde Nissin Corporation. 2008. 22 May 2011. <http://www.mondenissin.com/main.php/products/biscuits/mysan> Montenegro, Candice. Instant Noodles Recalled after Testing Positive for Salmonella. GMA News. 05 May 2011. Web. 20 May 2011. <http://www.gmanews.tv/story/219686/nation/ instant-noodles-recalled-after-testing-positive-for-salmonella> "More Health, More Savings This School Year with Payless Instant Mami Chicken With Corn and Malunggay." UniversalRobina.com. Universal Robina Corporation, 26 June 2010.
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Web. 26 May 2011. <http://www.universalrobina.com/2010/06/26/more-health-moresavings-this-school-year>. Nissin-Universal Robina Corp - Nissin Cup Noodles - Kiji-in. Prod. Campaigns & Grey Philippines. YouTube.com. 18 May 2011. Web. 26 May 2011. <http://www.youtube.com/watch?v=vW4VKmmKH2c>. Osorio, Bong R. "Shopping Styles of the Filipino Consumer." The Philippine Star 08 June 2009. Web. 20 May 2011. <http://www.philstar.com/Article.aspx?articleId=475365&publi cation SubCategoryId=82> Product Catalog 2010-2011. MondeNissin.com. Monde Nissin Corporation. 2008. 22 May 2011. <http://www.mysan.com.ph/images/catalog.pdf> "Products." Zesto.com.ph. Zest-O Corporation, 2009. Web. 26 May 2011. <http://www.zesto.com.ph/zesto_products_2.php>. "Products - Cup Noodles." Zesto.com.ph. Zest-O Corporation, 2009. Web. 26 May 2011. <http://www.zesto.com.ph/zesto_products_3.php>. PRWeb. "Global Instant Noodles Market to Reach 139.2 Billion Packs by 2015, According to a New Report by Global Industry Analysts, Inc. 04 January 2011. Web. 20 May 2011. <http://www.prweb.com/pdfdownload/8041134.pdf> QUICKCHOW INSTANT MAMI ("Bakit Ngayon Ka Lang") - LYLE SACRIS. Dir. Lyle Sacris. Youtube.com. 12 Aug. 2010. Web. 26 May 2011. <http://www.youtube.com/watch? v=i0WvJR2MMGU>. Reuters. "BSP Expects 2011, 2012 Inflation within Target." ABSCBNnews.com. ABS-CBN Interactive, 21 Feb. 2011. Web. 09 June 2011. <http://www.abscbnnews.com/business/02/21/11/bsp-expects-2011-2012-inflation-within-target>. S. 1913, 13th Cong. (2010) (enacted). Web. 22 May 2011. <http://www.senate.gov.ph/lisdata/32082391!.pdf> S. 7581, 9th Cong. (1992) (enacted). Web. 22 May 2011. <http://www.dti.gov.ph/uploads/ DownloadableForms/RA%207581%20-%20Price%20Act.pdf> Sy, Marie. Personal Interview. 21 May 2011. Sy, Marie. Personal Interview. 7 June 2011. Tan, Kristine Valerie. Personal interview. 8 June 2011. The Company. MondeNissin.com. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mysan.com.ph/index.html> United States Agency for International Development. Instant Noodles: A Potential Vehicle for Micronutrient Fortification. 2002. Web. 20 May 2011. <http://www.mostproject.org/Updates_Feb05/noodles.pdf> Wikipilinas. Monde Nissin Corporation. Web. 22 May 2011. <http://en.wikipilipinas.org/index.php?title=Monde_Nissin_Corporation> 63
World Instant Noodles Association. 10 May 2011. Web. 21 May 2011. <http://www.instantnoodles.org/noodles/expanding-market.html>
Image Sources Factory.gif. Photograph. ClipArtHeaven.com. Clip Art Heaven. Web. 26 May 2011. <http://www.clipartheaven.com/terms_of_use.html>. Home. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php> "Kim Chiu Is Payless Pancit Shanghais Brand Ambassador." UniversalRobina.com. Universal Robina Corporation, 23 July 2009. Web. 26 May 2011. <http://www.universalrobina.com/2009/07/23/kim-chiu-is-payless-pancit-shanghaisbrand-ambassador/>. Lucky Me! Batchoy Bulalo TVC. Monde Nissin Corp. YouTube.com. 2 Oct. 2008. Web. 25 May 2011. <http://www.youtube.com/watch?v=cWdQQBuGPGE>. Lucky Me! Itnok "Eggtray" TVC. Monde Nissin Corp. YouTube.com. 22 Oct. 2009. Web. 25 May 2011. <http://www.youtube.com/watch?v=0UtZuq8pKg4>. Lucky Me Instant Noodles Commercial 2008. Monde Nissin Corp. YouTube.com. 24 Oct. 2008. Web. 25 May 2011. <http://www.youtube.com/watch?v=sB-669RkHzE>. Lucky Me Pancit Canton Funny TV Ad. Monde Nissin Corp. YouTube.com. 5 July 2007. Web. 25 May 2011. <http://www.youtube.com/watch?v=Nk5uuPkF4oM&feat ure=related>. Lucky Me Wok Noodles Shrimp 1.89oz. Photograph. Philamfood.com. Phil-Am Food. Web. 26 May 2011. <http://www.philamfood.com/similaritems.php?productid=8248>. Media. Monde Nissin Corporation. 2008. 25 May 2011. <http://www.mondenissin.com/main.php/multimedia> "More Health, More Savings This School Year with Payless Instant Mami Chicken With Corn and Malunggay." UniversalRobina.com. Universal Robina Corporation, 26 June 2010. Web. 26 May 2011. <http://www.universalrobina.com/2010/06/26/more-health-moresavings-this-school-year>. AlbanyClintonCo.com. Albany Clinton County. Web. 26 May 2011. <http://www.albanyclintonco.com/businessalphabet.htm>. Photograph. GraphicsFactory.com. Graphics Factory. Web. 26 May 2011. <http://www.graphicsfactory.com/g-about.html>. Photograph. Free-Clipart.com. Free Clipart Network, 1999. Web. 26 May 2011. <http://www1.free-clipart.net/cgi-bin/clipart/directory.cgi?action=view&link=clipart/ Business/General=Factory_1.jpg &img=6>.
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Photograph. Free-Clipart.com. Free Clipart Network, 1999. Web. 26 May 2011. <http://www.www2.free-clipart.net/cgi-bin/clipart/directory.cgi?direct=clipart/ Household/Miscellaneous&img=24> Photograph. NVTech.com. Nw Vision Technology, 2006. Web. 26 May 2011. <http://dir.nvtech.com/Travel/Luggage_and_Storage/luggage_and_storage2.html>.
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I. Marketing Background A. Overview of the Industry 1.

1 S. 1913, 13th Cong. (2010) (enacted). Web. 22 May 2011.

2 Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May

3 Euromonitor. Consumer Lifestyles in the Philippines. 19 April 2011. Web. 17 May

Most often than not,

45 Ibid. 46Media. Monde Nissin Corporation. 2008. 25 May 2011.

I. Competitive Analysis A. Competitive Positioning

50 FIEGE. Fast Moving Consumer Goods . Web. 04 June 2011.

54 "Products." Zesto.com.ph. Zest-O Corporation, 2009. Web. 26 May 2011.

B. Market Shares / Sales Volume / Sales and Profit Trends

market shares have fallen as of 2009.

Brand: Nissin Company: Nissin-Universal Robina Corporation

Weaknesses Not fortified with any micronutrients

Brands: QuickChow and Tekki Company: Zest-O Corporation

Monde Nissin Corp.

% Retail value rsp

11.26 6.58 5.33 0.54 0.83 0.21 10.58 100.0 0

11.70 6.21 5.26 0.78 0.24 0.43 11.45 100.0 0

12.14 6.20 5.21 0.84 0.30 0.33 11.97 100.0 0

12.48 5.57 5.69 0.69 0.30 0.29 12.30 100.0 0

12.73 5.30 4.30 0.60 0.31 0.25 12.31 100.0 0

% Retail value rsp

29.55 20.12 10.62 5.65 2.68 5.01 6.17 1.70

29.40 20.27 10.45 5.90 2.66 4.82 6.22 2.15 1.81

29.21 20.60 10.29 5.98 2.90 4.30 6.27 2.29 1.82

29.87 21.20 10.34 5.10 3.33 3.56 6.41 2.37 1.82

32.63 21.58 10.53 5.56 3.27 3.17 2.63 2.53 1.58

77 Tan, Kristine Valerie. Personal Interview. 8 June 2011

2005 0.88 0.69 0.51 0.40 2.03 0.07 13.90 100.0 0

2006 0.94 0.64 0.46 0.39 13.89 100.0 0

2007 1.04 0.62 0.40 0.34 13.94 100.0 0

2008 1.12 0.56 0.33 0.19 13.80

2009 1.09 0.89 0.38 0.33 0.19 13.64

note that while Woks target

Nissin (Nissin-URC) P 6.75

Payless (URC) P 6.10 P13 for 130g

Quickchow / Tekki (Zest-O) P 6.75 P 8.00

P 8.30 for 59g P 21.25 P 14.30

P 7.75 for 55g P 18.25 P 13.20

IV. Identified Market Opportunities

122 "Home - Kainang Pamilya Mahalaga." KainangPamilyaMahalaga.com. Monde

Dr. Stephanie Garcia, M.D.

VI. Marketing Objectives A. Overall Marketing Objectives

B. Specific Objectives and Targets 1. Market Shares and Sales

2012 (Year 1) 243.22 27237.57 0.45% 1.34% 1.09 364.83

2013 (Year 2) 252.62 28085.34 0.70% 2.20% 1.77 618.92

2014 (Year 3) 261.72 28925.91 1.40% 4.43% 3.66 1282.43

*Assuming Wok Noodles are sold at P 25 per 75g, with 5% inflation

2012 364.83 255.38 109.45 91.21

2013 618.92 433.24 185.68 123.78

2014 1282.43 897.70 384.73 230.84

18.24 5.84 12.40 3.40%

61.89 19.81 42.09 6.80%

153.89 49.25 104.65 8.16%

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