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    Top Ramen

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    Rohan Bhowmik
    Top Ramen was launched in India in 1988 as a joint venture with Brooke Bond India Ltd. It positioned itself as "smooth noodles" called "smoodles" but faced competition from Maggi. To differentiate itself, Top Ramen launched cup noodles and curry noodles. It has used promotional strategies like celebrity endorsements and games. However, its brand awareness remains less than Maggi due to limited advertising. Top Ramen needs to work on its product portfolio, packaging, distribution channels, and promotional activities to better compete against Maggi.

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    Top Ramen

    Uploaded by

    Rohan Bhowmik
    1K views34 pages
    Top Ramen was launched in India in 1988 as a joint venture with Brooke Bond India Ltd. It positioned itself as "smooth noodles" called "smoodles" but faced competition from Maggi. To differentiate itself, Top Ramen launched cup noodles and curry noodles. It has used promotional strategies like celebrity endorsements and games. However, its brand awareness remains less than Maggi due to limited advertising. Top Ramen needs to work on its product portfolio, packaging, distribution channels, and promotional activities to better compete against Maggi.

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    Top Ramen was launched in India in 1988 as a joint venture with Brooke Bond India Ltd. It positioned itself as "smooth noodles" called "smoodles" but faced competition from Maggi. To differentiate itself, Top Ramen launched cup noodles and curry noodles. It has used promotional strategies like celebrity endorsements and games. However, its brand awareness remains less than Maggi due to limited advertising. Top Ramen needs to work on its product portfolio, packaging, distribution channels, and promotional activities to better compete against Maggi.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views34 pages

    Top Ramen

    Uploaded by

    Rohan Bhowmik
    Top Ramen was launched in India in 1988 as a joint venture with Brooke Bond India Ltd. It positioned itself as "smooth noodles" called "smoodles" but faced competition from Maggi. To differentiate itself, Top Ramen launched cup noodles and curry noodles. It has used promotional strategies like celebrity endorsements and games. However, its brand awareness remains less than Maggi due to limited advertising. Top Ramen needs to work on its product portfolio, packaging, distribution channels, and promotional activities to better compete against Maggi.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 34

    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.

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