RESEARCH METHODOLOGY

The research is based on secondary and primary information.

DESIGN

In this project I have conducted both exploratory as well as descriptive research.

The technique used has been the survey method, which was conducted through structured questionnaires.

A questionnaire was designed with the help of the faculty to gather the primary information by interviewing a sample size of 60 people.

To ensure the validity of the questionnaire, it was first pre-tested and debugged before conducting the survey.

Descriptive research

The exploratory research is in the form of online interview was taken up to bring out a few factors which influence the consumer attitude on brand positioning.

These factors were then short listed to form a set of the most important question or alternatives, which might affect a customer’s behavior.

The idea was to find the most appropriate factors that influence the consumer’s perception on brand positioning of different brand of noodles.

Sample size

Sample size – 60 Sample selection – questionnaire was filled online by the respondents.

Target Population

Mostly students and youngsters who are working. Both males and females

Data Analysis

DESCRIPTIVE:

† Bar graphs

† Pie Charts

INFERENTIAL:

† Cross Tabulation

Introduction

In data analysis, some of the most common ways of simplifying data are by calculating the mean,

percentage distribution, frequency distribution, and so forth. Other than that, researchers can also

use Statistical Package for the Social Sciences (SPSS) to analyze quantitative data effectively.

Data analysis begins after the data have been collected and processed.

Descriptive Analysis

The purpose of descriptive analysis is a branch of analysis, which is focus on summarization and

description data that collected from the survey. This part is to provide analysis on the

demographic characteristics of the respondents that obtained from the survey, and used the

analysis to make general observations on the data, such as gender, race, faculty, personal

spending monthly, and so on.

Inferential Analysis

Inferential analysis is a branch of analysis that goes beyond mere description, and based on

sample data seeks to generalize from the sample to the population from which the sample was

drawn (Weiers, 2008). Such analysis is used to provide the generation of conclusions regarding

the characteristics of the population based on the sample data. Besides that, inferential analysis

also aims to examine individual variables and its relationships with other variables (Sekaran &

Bougie, 2010).

In this pie chart we can see that there are more no of females then males among the respondents.

BRAND KNOWLEDGE

Brand knowledge refers to being aware of the brand and understanding the extent to which the brand and its services is recognised for. Brands like knorr soupy noodles, yippee noodle, wai wai, horlicks foodles, top ramen and maggi has been taken to measure and compare the brand awareness.

The questions asked to measure the brand awreness are:

“What are the various brands of noodles you are aware of?”

“How often do you use Maggi?”

“How often do you use Top Ramen?”

“Identify the given taglines with their respective brands?”

Brand awareness

yippee

top ramen

wai wai

maggi

horlicks foodles

knorr soupy noodles

0% 20% 40% 60% 80% 100% 120%

39.00%

35.60%

27.10%

100.00%

37.30%

27.10%

Series1

This graph shows the brand awareness among the respondants for different brands of noodles in which maggi has 100% brand awareness that is the highest followed by yippee noodles which is only 39% showing a huge gap and the rest are just close to latter. Also, the least brand awareness if for wai wai and knorr soupy noodles which is just 27.10%.

ALWAYS 2 3 4 NEVER0

5

10

15

20

25

30

HOW OFTEN DO YOU USE MAGGI AND TOP RAMEN?

MAGGITOP RAMEN

This fig shows that on a scale of 1 to 5, Maggi is being used more often than Top Ramen. Out of 60 respondents, around 28 respondents doesn’t use Top Ramen at all and only 6 doesn’t use Maggi. And 19 respondents always use Maggi for Noodles.

Taglines

maggi

top ramen

yippee

wai wai

knorr soupy noodles

horlicks foodles

0 5 10 15 20 25 30 35 40 45 50

44

33

20

16

11

5

TAGLINES

Series1

This fig shows the graph for identification of taglines of the various brands of noodles which shows how aware the respondents are about the brand. And clearly we can see that Maggi has highest awareness compared to the rest followed by Top Ramen and Horlicks Foodles has the least.

BRAND ESTEEM

It is a measure to check how consumers regard the brand’s personality and whether it is positive or negative.and for this the questions asked were:

“Out of your last 5 purchases of Noodles which brand did you buy the most?”

“Which brand delivers their brand’s promise most?”

Brand promise

In this fig we can see that approximately 27% respondents thinks that yippee noodles delivers

lowest brand promise and only 13.56% respondents believes that it delivers highest brand

promise.

In this fig., the maximum number of respondents which are around 28%, believes that Top

Ramen noodles delivers neither too high nor too low brand promise. Only approx. 8% believe

that it provides highest brand promise.

The figure shows that the maximum no of respondents (27%approx.) finds that Wai Wai delivers

low brand promise and 18% finds high brand promise in this case. So overall the brand promise

is neutral.

This figure shows that approximately 62% of the respondents believes that Maggi brand of noodles delivers highest brand promise which shows a positive brand esteem of Maggi among the consumers.

According to this figure, Horlicks Noodles has low brand esteem among the respondents as 32.20% respondents thinks that it delivers lowest brand promise.

In this fig. we can see that the respondents are very much neutral regarding the brand promise of knorr soupy noodles where 20%approx thinks it delivers lowest brand promise and 6% highest and rest have all kind of views keeping its overall brand promise neutral.

Highest consumed brand

The last five purchase of a product shows the association of a customer with the product and in this figure we can clearly see that Maggi has the highest consumption and hence shows the highest brand esteem compared to other brand of noodles.

This cross tab shows that between male and female, female respondents have used maggi more often then men. Also females are more brand promising then men.

Brand differentiation

Differentiation means how different the brand is from its competitors and this way they can

charge premium. For this following questions were asked:

“From the brands listed below which brand do you think have similar offerings? If any”; this will

test the uniqueness of the brand.

“Which attribute comes to your mind when you think of the following brands?”; this will show

the prominent feature that made the consumer’s mind to buy the product.

Product with similar offerings:

In these figures we can see that respondents have been asked which product they think have similar offerings and according to them, yippee noodles have similar offerings with top ramen as well as horlicks foodles and top ramen also have similar offerings with maggi and on the other hand brands like wai wai, maggi, and knorr soupy noodles have unique offerings.

From these figures we can clearly see that most of the attributes were associated with Maggi Noodles, for fun 32%, taste 71%, convenience 62%, healthy 44%, variety 54%, quality 66%, packaging 55%, value for money 64%, non-sticky 30% and for long noodles 37%. The rest of the brands had very low association compared to maggi. In case of long noodles top ramen and yippee had equal weightage of 20% and also in fun yippee had 27% preference.

Brand relevance

Brand relevance refers to how well the brand satisfies the need of the consumer. For measuring the relevance following questions were asked:

“Which attributes are important for you in noodles?”

“What attributes comes to your mind while buying the particular brand of noodles?”

From this pie chart we can see that for the respondents taste is the most important factor while buying the noodles showing approximately 64% importance followed by how healthy they are and convenience and the least importance is given to variety, quality and their nature of non-stickiness.

This cross tab is between gender and their preference regarding the attribute of the noodles. And hence we can see that females prefer the taste more then men though both has high preference for taste .

Awareness about the campaign

“meri maggi mein 2 minute ki khushiya” is the latest ad campaign of maggi. So to check the awareness of the campaign certain questions were asked:

“are you aware about the concept of “meri maggi 2 min ki khushiya?”

“kindly indicate the degree of agreement with the statements”

In this figure we can see that approximately 93% of the respondents are aware of this ad campaign. This shows that maggi is popular amongst people.

1 Innovative and new

2 Increased emotional connection with the barnd

3 Increased your interest in the brand

4 Source of fun and enjoyment

5 Motivated you to buy the brand more frequently

1 2 3 4 50

5

10

15

20

25

30

strongly agreeagreeneutraldisagreestrongly disagree

CONCLUSION

We can conclude from the survey done that Maggi has clearly top the charts. It has the highest brand stature(brand knowledge + brand esteem) and brand strength (brand awareness + relevance + differentiation). This is followed by Top Ramen and yippee noodles.

The most important factor for people while buying noodles is its taste. And in that case maggi has the highest preference.

In terms of ad campaigns also maggi has proved to be successful as many respondents are well aware of its latest taglines. But currently it is just focusing on “2 min” concept, so it should try different methods of advertisements and positioning.

The main benefit that maggi is enjoying is the early mover advantage. So to maintain its lead over the competitors it should focus a little on product differentiation.