Bsg Matarix Of Itc Ltd

A Project Report on Retail Mapping of Top Ramen at Bhubanswar For The Purpose of Business Research in BRMIMIT

Guided By: Prof S.K. Jena Submitted By: Ardhendu Mishra

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PREFACE The research provides an opportunity to a student to demonstrate application of his/her knowledge, skill and competencies required during the technical session. Research also helps the student to devote his/her skill to analyze the problem to suggest alternative solutions, to evaluate them and to provide feasible recommendations on the provided data.

The research is on the topic of :

Retail Mapping of Top Ramen at Bhubaneswar Although we had tried our level best to prepare this report an error free report every effort has been made to offer the most authenticate position with accuracy.

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ACKNOWLEDGEMENT

This report is an outcome of mutual support and guidance of many persons towards whom we indebted. My special thanks to Prof. S.K.Jena (HOD of Marketing Department) to provide various facility in the Research by which I can make my project in the easy way.

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Executive summary Research objectives: ✔ To find out the market penetration ✔ Present Sales of Top Ramen ✔ Study of Consumer Behavior ✔ Competitor analysis

Scope:

✔ To Know about Market Situation of Top Ramen ✔ Different Method’s of Doing the Research

Suggestions Promotional Campaigns in School ✔ Advertising Strategies Should be improve ✔ More Credit Period ✔ Continues Product Innovation ✔ Introduction a Fictitious Character who can connect with kids for better brand recall ✔ Invite Housewife to send new innovative recipes ✔

Table of Content’s Sl.No. PPP

1 2 3 4 5 6 7 8 9

Particular’s Cover Page Preface Acknowledgement Executive summary Table of Content’s Company Profile Top Ramen different flavors Sales Promotion activities How Maggi beat Top Ramen

Page No. I , II III IV V 1 2 3 3

10

Research methodology

8

11

Data Analysis

9-12

12 13 14

Limitation, Finding Conclusion Appendix, Bibliography

13 13 14

COMPANY PROFILE:

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Don't be a noodle, be a Smoodle Top Ramen is the second largest Noodles brand in India trying hard for the past 18 years to beat Maggi Noodles. Top Ramen is a global brand from Nissin. Launched in 1991, Top Ramen has been trying all possible marketing tool to dethrone Maggi. 'Don't be a noodle, be a Smoodle,' was the ad that brought the Top Ramen brand into limelight when it was launched in '91. Now, in a bid to refurbish its image and hike its market share in the Rs 200-crore Indian noodle market, Indo Nissin Foods has relaunched its Top Ramen Noodles and Cup Noodles in a new bright international packaging. It has also offered price-off schemes, launched new advertising campaigns and hiked its advertising budget in the process. “The Indian noodle market is growing at 12% per annum. The potential for expanding sales is outstanding. Indo-Nissin is concentrating resources on core brands and fine-tuning marketing to accelerate market share growth. We hope to grow our market share by 10% over the next one year,” said T Kimura, vice-president (sales and marketing), Indo Nissin Foods. Apart from the new packaging, the relaunched Top Ramen has been fortified with calcium and vitamins to give value-addition to the client, he added. Top Ramen is currently available in a variety of flavors such Macho Masala, Funky Chicken, Oye Tomato, Curry Smoodles. The company has launched smaller packets in 50 gm and 400 gms. Earlier, it was available in 100gm and 300 gm pillow packets. “Priced at Rs 4, the small packets are more affordable,” Mr Kimura said. A pillow packet of 100 gm costs Rs 10 and the 400 gm packet

costs Rs 34. Cup Noodles costs Rs 20 per 80 gm. Marico Industries handles the distribution of Indo-Nissin products. (2 ) While Nestle has the first mover advantage in the instant noodles segment with its Maggi brand holding a 70% market share, Indo Nissin’s Top Ramen currently holds a 26% market share. The company’s second offering in India — Cup Noodles, is a ready-to-eat product — has the advantage of being the only one of its kind in the country. Unlike instant noodles, which require cooking, Cup Noodles can be eaten by just adding hot water to the cup. They are available in two variants - Spicy Vegetable and Tangy Chicken. To keep its first entry advantage in cup noodles’ segment, Indo-Nissin has launched Mug Noodles. Explains R V K James, general manger (sales and marketing), “Unlike cup noodles where the cup is given, these noodles are available in packets and one has to put them in the container of their choice, pour hot water, keep for three minutes and then eat. Priced at Rs 6.50 for 50 gms, these are more economical than cup noodles and ideal for educational institutes. However, they are available only in schools and colleges.” While the company’s production facilities are in Bangalore and Haryana, Indo Nissin products are distributed through over 1,35,000 retail outlets across the country. Indo Nissin Foods, established in 1988, is the Indian subsidiary of the $3 bn Nissin Foods Products, Japan, the pioneer in instant noodles. Globally, the company’s network encompasses 24 factories in nine countries with 57 offices and four R&D centers.

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Top Ramen different flavors:

Beef

Chicken

Shrimp

Oriental

Sales Promotion activities 1 - TOP RAMEN Quiz Top Ramen quiz has been successfully completed in 78 schools. The activity had participants from the 5th, 6th & 7th standard students of various schools in Bangalore. #DCD7C7 this activity started on the 26th of June in Christ school, Koramangala. & has since then covered the targeted 78 schools. Some of the schools that participated in the quiz as per the attachment. The Quiz programmed begins with written examination to qualify for the oral quiz round. Four participants each are selected from class 5, 6 & 7 based on the marks secured in the written round. The selected 12 students are then clubbed 2per team to form 6 teams comprising of Class 7paired with class 5 & class 6 students paired with class 6students. The oral round consists of questions from Science,History, Geography, Inventions & general Knowledge, has 6 rounds, 10 points are awarded if the question is answered directly & 5 points if the question is passed on. The team that completes in the first, Second & third place gets gift hampers consisting of Top Ramen noodles & Educative books published by Tata info media. How ever all the participants who qualified for the oral quiz were awarded Top Ramen certificates.

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2 - JUSTICE LEAGUE Adventures.... This is one of the most popular children’s magazines in India. Top Ramen had the center page contest with over 3000 Prizes to be won. All you had to do is the following: • • •

Complete the slogan given in the ad in not more than 10 words. Cut out one more coupon available with purchase of top ramen Send both coupons (from 2 comics) to the address given there.

3 - Top Ramen participation in children’s magazine “Fun Time” Fun times Edutainmement (P) Ltd, a cost effective advertising medium to reach the target audience directly across India, To reach 450000

readership in the 7to 12 year age group across all important cities in India. This magazine is distributed free of cost to children in the said age group in leading English medium schools across 13 cities. The magazine has 4 colors offset print. Comes

(5) in 8 pages per issue. The magazine also consists of an advertorial section for children. The Magazine has been getting very good response. Top Ramen has been advertised in the June/July 02 issue, Sept /Oct 02 issue, Nov 02 issue, Jan 03 issue. The June July 2003 issue is titled as ~Back to school special’ the magazine, which had 307 schools covering 2, 25,450 children will have 451 schools covering 335950 children by Mar 2004.

How maggi beat top ramen( a customer perspective) As a hardcore Noodles fan, I remember trying out this brands on two occasions. First occasion was when the brand was launched. The brand quickly went into limelight with its famous positioning as Smoodles. I guess that Smoodles means Smooth Noodles . But after the initial trying, I went back to Maggi noodles. The next occasion was when Maggi changed the taste. That was an occasion where, as a brand loyalist, I dumped Maggi . For a while I bought Top Ramen. Then when Maggi reversed the taste, I switched back.... Top Ramen at that point of time was one of the heavy advertisers in the media. And since the taste was also comparable, many Maggi users may have switched to this brand. But it could not retain the customers like me. One factor is the price. Top Ramen was always perceived as a premium brand compared to the affordable Maggi. (It’s my perception since I don't exactly remember the price difference). The high price may have prompted many Maggi users to switch back . Another factor was the promotion. Top Ramen could not sustain the share of mind it generated during the formative years. Maggi was able to bring in lot of noise because it had become an umbrella brand and was advertising for various other products. Top Ramen had an interesting distribution strategy. For the past 10 years, the brand has been distributed by Marico. It is a case of marketing alliance where Top Ramen was utilizing the distribution

strength of Marico. In 2008, the alliance was mutually called-off. Now Nissin is building its own distribution network. It is puzzling to see that a global brand with lot of support from its parent could not put up a big fight with Maggi .The major issue faced by Top Ramen was the differentiation. Top Ramen could not offer any serious differentiation to Maggi either in terms of the product or brand. Since there was no serious differentiation, Maggi was able to gain back the lost ground because it was the pioneer brand who built the category. Top Ramen also lost out when Maggi repositioned itself in the health platform. (6 ) Having said that, Top Ramen had its share of innovations. This brand is credited with innovating a new category of cup-noodles in Indian market. The difference between cup noodles and instant noodles is that cup-noodles need not be cooked; it is ready to eat just after adding hot water into it. Top Ramen currently holds more than 90 % share in the cup noodles market. Maggi has recently entered the cup-noodles market with its brand Cuppa- Mania. It is expected that the entry of new players will expand the category. Unlike instant noodles where the brands are targeting kids, Cup- Noodles is targeting adults. The segment aimed by Top-Ramen is 16-35. Top Ramen is also credited with the launch of curry-noodles in India. While ordinary noodles are dry, curry noodles have both gravy. Top Ramen to me is heavily associated with Curry Noodles. and that is one of the reasons why I did not buy the brand ( I hated the curry variant).

Directors

Abraham J. Tharakan

Chairman

Tomokazu Yasuda

Managing Director

Ken Sasahara Ken Okubo Hiraki Fukuda Shigeharu Tanaka Corporate Executives Yoshiki Kobayashi

Vice President - Technical

Toru Kimura

Vice President - Sales & Marketing

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Research methodology 1.

Primary Data: ➢

Through the distributer, runners & Student’s

2. Secondary Data: ➢ Through online, various official websites of the companies. ➢ Journals and magazines. ➢ Research Methodology Book (C.R.Kothari)

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Data Analysis: Company Sale’s in Bhubaneswar: Sales Place Samantarapur, Ravi Talkies & Garage Chhak Saheed Nagar,Vaniviar Acharya Bihar,IRC Village,Jayadev vihar & Damana Rasulgara,Bomikhal,Laxmisagar & Jharapara Total

Top Ramen

Maggi

T otal

% Of Sale's Top Magg Ramen i

15216 26945

17415 32631 32065 59010

46.63 45.66

53.37 54.34

17312

21394 38706

44.73

55.27

15662

15812 31474

49.76

50.24

75135

38809

46.69

53.31

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Total Sales In Bhubanwar

35000 30000

Quantity

25000

Top Ramen

20000 15000

Maggi

10000 5000 0

Top Ramen Maggi

Samantarapur, Ravi Talkies & Garage Chhak

Saheed Nagar,Vaniviar

15216

26945

17415

32065

Acharya Bihar,IRC Rasulgara,Bomikh Village,Jayadev al,Laxmisagar & vihar & Damana Jharapara

Sales

17312

15662

21394

15812

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Different Sale’s in Different Area is Bhubaneswar:

Percentage of Sale

Total Sales Sheed Nagar & others 55 50

Top Ramen Maggi

45 40

1

Top Ramen

45.66

Maggi

54.34 Sale's of Saheed Nagar

Percentage in sale's

Total Sales in Samatrapur & Others 54 52 50

Top Ramen

48

Maggi

46 44 42

1

Top Ramen

46.63

Maggi

53.37 Sales in Samantarapur & Others

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Total sales in Acharya vihar 60 % in sales

50 40

Top Ramen

30

Maggi

20 10 0

1

Top Ramen

44.73

Maggi

55.27 Sales in Acharya vihar

Total sales in Rasulgara&others

% in sales

50.4 50.2 50

Top Ramen Maggi

49.8 49.6 49.4

1

Top Ramen

49.76

Maggi

50.24 Sales in Rasulgara

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Limitations :

➢Heavily Depend on one ➢Minor Distribution Problem ➢Health Related Issue ➢Credit Period Availability ➢Increase in Profit Margin ➢Proper Advertisements Findings: ➢ Unexploited Rural Market ➢Increasing number of working youth ➢Affinity of Indians to Chinese Food ➢ Increase in Different Strategies Conclusions: The Conclusions is that • Introducing a Fictitious character who can connect with kids for better brand recall • Invite house wives to send new innovative recipes • New product innovation’s • Promotional Campaigns in School’s (13)

Appendix :

Copies of Questioner Submitted Statistical tables Bar Table Pie Chart’s Bibliography: ➢ The Various Website www.topramenindia.com www.pdfcoke.com www.aarviencon.com www.mouthshut.com

➢ Research Methodology Book (C.R.Kothari)

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