TOP RAMEN

Presented By:Rashmeet Singh Jaggi Rohan Bhowmik Ruby Shukla Sahil Joshi Sankalp Sharma

BRAND HISTORY
Launched in 1991. The brand quickly went into limelight with its famous positioning as Smoodles.
Smoodles means Smooth Noodles The Brand relaunched with new tagline 'Be the Champion

CUP NOODLES..
Developing a new category of cup-noodles in Indian market It is ready to eat just after adding hot water into it. Cup-Noodles are targeting adults. Top Ramen is also credited with the launch of curry-noodles in India.

PRODUCT LINE

MARKET SHARE

MAGGI TOPRAMEN OTHERS

PAST STRATEGIES

PROMOTIONAL STRATEGY

DISTRIBUTION STRATEGIES

Entered India in 1988

Joint venture with Brooke Bond India Ltd. Agreement broke off in 1998

HUL pulled out its stake from the company

Distribute the products through Marico Industries Into an agreement for distributing and marketing

Alliance was scaled down to cover only distribution In 2008, the alliance was mutually called-off

PRICING STRATEGIES
Top Ramen was always perceived as a premium brand . Then They launched one product which is priced at Rs. 9 Shows price on the front of the pack which too in the bigger size fonts Net Weight is less than Maggi Rs. 10 Pack

PRODUCT STRATEGIES
Top Ramen could not offer any serious differentiation to Maggi Its not a noodles, its a Smoodles. They launched Cup noodles that need not be cooked. Top Ramen did was to name the base flavour as "Macho Masala" instead of just Masala.

COMMUNICATION STRATEGY
Top Ramen were proudly boasting a funky English Tag line "Don't be a noodle, be a smoodle. Then the jungle book ad its full of fun, action and emotion. New Top Ramen noodles are spicier, tastier and more fun Then it communicates to people with a new tagline Be the Champion, and a new mascot, the Top Boy

BRAND STRATEGY

SOME FAULTY STRATEGIES..

Top Ramen entered Indian market late Top Ramen did was they never considered localization in the early stages Top Ramen name the base flavour as "Macho Masala" instead of just "Masala

SWOT ANALYSIS
For promotion launched various online games Association with celebrities as brand ambassador different Indian flavours. Still trying to penetrate the global market Limited advertising & brand awareness as compared to leading noodle brands

Cost reduction by restructuring production system Growing market for fast to prepare food

Less price of competitors product Brand switching cost is very low Local brands and restaurants

POSITIONING
"Don't be a noodle, be a smoodle" evolved as the base line for the brand Objective is to position Top Ramen as smooth and tasty noodles

The New Mascot Top Boy build a dramatizing energy personality.

BRAND ASSOCIATION
Top Ramen has launched a new TVC featuring its brand ambassador Saina Nehwal Add more masala to the game More Masala, More Mazaa It also leaves with a feeling of supportiveness for the Indian contingent at the Olympics.

BRAND PERSONALITY
Healthy Energetic

RECOMMENDATIONS

PRODUCT STRATEGY
Top Ramen should also increase its depth in product mix by launching various Types of noodles It should understand the taste of the Indian people and then launch the products accordingly

PACKING STRATEGY
Packaging of Nissin cup noodles is not at all attractive as compared to Maggi cuppa mania so it should change the packaging and make it more attractive in order to grab the attention of the consumers.

Maggis Packaging better than Top Ramen. It attracts more customer attention when its kept in the shelf

PLACE STRATEGY
The company should emphasize more on distribution and should select the best distribution channel so that consumers can have easy access to their product Top Ramen must target on big shopping malls, increase their visibility

PROMOTIONAL STRATEGY
Building up the Top Ramen brand through BTL activities across Big Bazaar and Food Bazaar outlet. Top Ramen must be provide gift on return of empty pack and this way customer retention go high Top Ramen must be innovative merchandising will do at the store level, and children are invite to play certain games. Mobile Van ads.

We Must Change the logo of Top ramen

BRAND STRATEGY
It should Change the Brand personality. It should be fun able It should be friendly as opposed to the image of Maggie, which is more like the mother.

IMPLEMENTATION OF STRATEGIC PLAN

STEP 1

Change the logo

STEP 2
Increase more promotional activities Using Digital Media for promotional activities
Promote Saina Nehwal as a brand Ambassador more and more.

STEP 3
Increase the distribution channel. Increase the Retailer margin.

STEP 4
First Target on big shopper malls.
Increase the shelf space Increase the visibility

Target the local shops.