Marketing and Opportunity Analysis

Products in noodles have found favor among consumers in Pakistan as they are affordable and
widely available in urban locations. Consumer familiarity with the leading brands is also strong
now a day. There is not much variety of noodles in the market, only three well known brands of
noodles exists other than pasta.
Noodles consumption has become a “Fashion” because fashion is something which is always
present. It keeps changing, keeps transforming, keeps adapting itself to the changing society,
changing times, and changing industries. The same is with noodles, as these are in trend since
last 10 years. So there is an opportunity to enter this market.
Among the three brands of noodles available in Pakistan;

 Knorr is at the Growth stage as it is in a period of rapid market acceptance and increasing
sales and ultimately achieving profits.
 Maggi is somewhat at early growth stage now. This brand remains fluctuating since its
launch and once go through all stages of product life cycle and then to re-launch of its
product
 Indomoie is at Late Introduction stage in Pakistan.

Growth

Sales Maturity

Introduction

Decline

Time

Swot Analysis
The swot analysis of minute noodle is as follows.

• Major strength is Specialization in food processing category marketing and distribution

in urban market.
• The weaknesses are; Low rural market presence constraints. Uniform brand for all food
categories.
• Major opportunity is High brand awareness of Pakistani consumers.
• Major threats are; Competitors with long history in product category like Maggie and
knorr. Less entry barriers in the market segment of product category.

Flavors of Minute Noodles

1. Classic Noodles (Cook within a minute)
2. Chicken flavor (Have a Noodles and Smile)

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 3. Fish flavor (Did Somebody Say Noodles)
4. Chattpatta flavor (Try it you will like it)
5. BBQ flavor (Great Noodles Great Times)
6. Cheese flavor (Nothing Comes Between Me and My Noodles)
7. Jalapeno flavor (Plop, Plop, Fizz, Fizz Oh, What a Noodles it is)
8. Lemon flavor (The Real Smell Of Noodles)
9. Ketchup flavor (Prolong Active Noodles)
10. Vegetable flavor (Noodles It’s What’s for Dinner)
11. Diet noodles (The Lighter Way To Enjoy Noodles)

Different Media categories and promotional elements

As the message appeals and positioning is different in minute noodles product line so it became
very necessary for the company to use different channels to. This can be understood through
STPD analysis.

STDP Analysis

Segmentation Targeting Positioning Differentiation

Age Kids Have a Noodles and Taste

Smile
Eating Habits Youth The Real Smell Of Flavors
Noodles
Life style of urban Office goers Cook within a minute Packaging
Families

Working Women Try it you will like it pricing

Health conscious The Lighter Way To Diet noodles

people Enjoy Noodles

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STPD Analysis:
Segmentation to differentiation:
Kids

• Chicken flavor
• Chattpatta flavor
• BBQ flavor
• Cheese flavor
Youth

• Jalepeno flavor
• Lemon flavor
• Ketchup flavor
• Chicken flavor
• Cheese flavor
Office goers

• Classic Noodles
• Chicken flavor
• Jalepeno flavor
• Lemon flavor
Working women

• Chattpatta flavor
• BBQ flavor
• Chicken flavor
Health Conscious people

• Vegetable flavor
• Diet noodles
• Chicken flavor

Opportunity Analysis

Based on the competitive analysis, consumer analysis, product analysis and market analysis,
Unicorn food found that there is an opportunity which will help the noodles to capitalize a good
market share in noodles manufacturing. To launch a product that consumer actually want;
supported by strong advertisement will lead to the success of minute noodles. So, the factors
which signals this opportunity for noodles are the followings

• Increasing demand of instant food items

• Increase in number of buyers in the market segment.
• Trend towards instant food intake
• Not much expensive.

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 • No barriers to enter this business

Different Communication Media Used by Minute Noodles

• Initially we are going to target the working woman, health conscious people, youth and
kids.
• Minute is also targeting its products to the entire family.
• We will also launch Diet noodles (The Lighter Way to Enjoy Noodles), BBQ flavor
(Great Noodles Great Times), Classic Noodles (Cook within a minute), Chicken flavor
(Have a Noodles and Smile) campaigns.

Print Ads

• Minute noodle does not focus heavily on print media during its launch since its initial
target audience was mothers and kids.
• Some advertisements in the print media were used to highlight the convenience factor of
minute noodles.
• Minute Noodles will come with advertisements in some weekly magazines for its new
flavors. As we know that the expenditure of print media is much lower compared to other
media so we will use this.

Sales Promotion
Main objectives are

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 • To introduce new products
• To attract new customers and retain the existing ones.
• To maintain sales of seasonal products
• To meet the challenge of competition

Minute Noodles and Consumer

Major tools of consumer promotions are as follows;

• Price-off offer
• Coupons
• Scratch and win offer
• Money Back offer

Promotion initiatives

• We will distribute Minute noodles free in schools and offices to promote trial
• Return gifts on empty packs
• Minute fun book and stickers with funky animal facts

Organized retails sales promotion

• 7% discounts on 6 piece pack (56 MRP), 5 rupee discount on 8 piece pack (78 MRP).
These are promotional schemes given by retailer itself not by company
• Company is coming up with schemes like giving one soup pack and ketchup sachet with
8 piece pack.

Minute Noodles and Channel members

Different trade promotions given to channel members
Display

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Trade Promotion
We will give Off Invoice Allowance and slotting fees to our retailers like local stores and Makro,
Metro and hyper Star. So, they will promote our product.

Trade Contest
Those retailers and wholesalers which will sell our product in a great quantity, we will arrange a
big car contest for them also.
Trade Incentives
• We will go for the corporate merchandizing agreement with our retailers. They will give
ads of our product in their magazines and suggest our product to our customers then after
that we will pay him the cost of those ads.
• We will also give them premium or bonus on a certain quantity which they will take from
our factory.
• Later we will go for corporate safe program also in which we will provide them our
product in pallets which they will directly display to their retail store.

Vendor Support Program

For our product promotion we need bill ad support program. In this, the retailers will put our ad
in their catalog and after that we will pay them the amount of that ad.
Trade Shows
We will also arrange trade shows in which we will invite different retailers, school going
children and their parents to promote our product.

Minute Noodles and Public Relation

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 • The Minute noodles kid Club - the children under 15 will be invited by press
advertisements and distribution of leaflets to become a member of minute noodles kid
club by sending logos cut from 5 empty minute wrappers.
• Benefits offered to those kids are various games like Snap safari game, Cap and mask
sets, travel Pakistan game. To obtain each gift the member has to send 5 wrappers as
purchase proof.
• Some special privileges will be given to regular members time to time like, discounted
tickets of joy land etc.
• We will Organize Minute noodles school quizzes and sketching also.
• Competition between mothers and children in cooking minute noodles and will give them
prizes.

Results of PR Activities

• Getting closer to regular customer.

• Increase the sales.
• Making valuable direct marketing database.
• Kids will show their interest in our product.
• We will provide them user name and passwords so that we can promote our product on
website also.

Message content of any communication

• Rational appeals: relate to the audience’s self-interest
• Emotional appeals: stir up negative or positive feelings using humor, fear, pride, joy, or
even disgust
• Moral appeals: related the audience’s sense of right versus wrong

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Message communication and feedback

• Sender: message from Minute Noodle

• Encoding: Ad Agency Creating the Ad
• Message: the Minute Noodle Ad
• Media: the Newspaper, TV, Internet etc
• Decoding: consumer read and assimilates the Ad
• Receiver: home, office, target
• Response: aware, will buy, will not
• Feedback: action from consumer to Minute Noodle
• Noise: distraction, not clearly receiving the message
Objectives Of Integrated Marketing Communication
We have extracted main objectives of Integrated Marketing Communications Plan.

• To improve awareness of our product through promotional tools.

• To enhance image and perception of Minute noodles through concise, entertaining
advertising such as magazines.
• To Increase sales by making public and channel relationships.

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