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TWICE TASTY... NOODLES



INTRODUCTION TO TWICE TASTYNOODLES It is a brand name of instant noodles

TWICE TASTY wants to explore the potential of the Indian market in the ready to eat

category of non maida noodles It is the first ever AJINOMOTO FREE noodleslaunched in India.

We are looking forward to giving the toughest

competition to the existing market leader inthe noodles category i.e., Maggi.



VISION…

We are constantly in touch with our customersthrough R&D for determining the dimensions

responsible for customer satisfaction and creatingnew flavors that will ensure our customers are

truly satisfied.



MISSION…

To be considered as the number one fastmeal option of India combining the values of

convenience, taste & health



CORPORATE OBJECTIVES Increase value market share to become the

toughest competitor of the current leadingbrand i.e., Maggi by 2014-15.

To promote “TWICE TASTY” noodles ashealthy, ready to eat, convenient foodamong working mothers & office goers.

To provide line extension by introducing

cheese noodles & multi grain noodles.To upgrade the existing product features viz.packaging, ingredients & special add

Additives based on consumer feedback.



Value chain analysisThrough delivery of an instant healthy

food that provides value for money tothe customers, we intend to enhance

brand loyalty of our product.



SUSTAINABLE COMPETITIVEADVANTAGE

Twicetasty is a non

maidaAJINOMOTO freenoodles



CORE COMPETENCE

Twicetasty provides consistentquality, healthy food which gives value for money.



CONCEPT DEVELOPMENT OFTASTY TWICE



MARKETING PLANSITUATION

PROBLEM

OBJECTIVES

STRATEGYTACTICS



SITUATIONAL ANALYSISMARKET:GEOGRAPHICAL SPREAD: metropolitan as well

as two tier cities (specially where morenumber of working mothers are residing.)

POTENTIAL: grabbing the ever increasing healthconscious consumers; the time deprived 21st century working women



● size

INFERENCE: The total noodle market is of 130crores, our initial plan is to capture the marketshare of other local brands i.e,. Of 10 crores.



PROBLEMSvFalse claims exist in the market to defame

noodles. These claims include putting onweight. Post research however, it has beenconcluded that there is no such effect.

vPrivate brands like Big Bazaar’s Tasty Treat andAditya Birla Retails Feasters are notching up theshare

vMost of the noodles sold are wax coated.

v Twice Tasty faces product substitution risk andbrands like knorr and foodles could potentiallyimpact its incremental growth.



PURCHASING PATTERN PURCHASING DECISION

INFERENCE: Although our Target Customers are kids, butsince the major decision makers are mothers, our targetaudience will be mothers.



FREUENCY OF PURCHASE

INFERENCE: SINCE THE PURCHASING PATTERN REVEALS THAT CUSTOMERS PURCHASE NOODLES VERY OFTEN THERE’S A LOT OF SCOPE FOR TWICETASTY TO EARN PROFITS

STRATEGIC DECISONS



SET 2Regular users

Dual Role of Twicetasty

A wide variety in flavors and size for Regulars UsersHealthy contents in their favorite TWICETASTY for Infrequent users

SET 1Infrequent Users

The Multi – Task for TwicetastyThe Multi – Task for Twicetasty

STRATEGIC DECISONS



Once in

week,

33%

once in

fortnight,

31%

Rarely, 5%

Once in a

month,

13%Alternativ

e days,

18%Alternative days Once in week

once in fortnight Once in a month

Rarely

▪▪Mom restrictsMom restricts

▪▪ Feel its notFeel its not

healthyhealthy

▪▪ Daily eatingDaily eatingwill be borewill be bore

▪▪ Feel likeFeel likeeating satisfieseating satisfieshunger andhunger andtastes superb.tastes superb.

▪▪ It is nutritiousIt is nutritiousas a mix allas a mix all

vegetablesvegetables

Prominent Reasons

INFERENCE:Health conscious people prefer TwiceTasty because of its healthy composition

CONSUMPTION PATTERN



SWOT ANALYSISStrength

AGINOMOTO free. Good to eat,Easy to cook. Product according to the

need of indian consumer. Innovative healthy product .

Weakness It is a brand new product &

customers are unawareabout it .

Not so much presence inrural market .

Opportunity Increasing number of working

youth . Product acceptance is

increasing in Indian market . Shift to rural market Changing

preference of consumertoward Chinese food and fastfood.

Threat Price war with competitors Strong presence of regional

competitor

INFERENCE: WITH CHANGINGTRENDS WE CAN EASILY MAKE OURPLACE IN MARKET, AS WE AREHEALTHIER THAN

OUR COMPETITORS



DIFFERENTIATION

Twice Tasty:-Non maida ajinomoto instantnoodles



INSTANT NOODLES MARKET

Office-Goers

ChildrenHomemaker

sTeenager

s

Age 5-10yrs

11-15 yrs.

Maida

Noodles

Rice

Noodles

WheatNoodles

NonMaida

&Ajinomoto

freenoodles

MultigrainNoodles

Target Group is children between the age group of 11-15

16-20 yrs.

SEGMENTATION



TARGETING

Targeting

ØTarget Group:- Kids

Ø

ØAge:- 11-15



The Image positioning Strategy“An instant tasty and healthy snack cummeal”

The customer (needs and wants)•Easy to cook•Instant•Tasty•Hunger satisfying snack

The BrandDistinctive feature

TWICE TASTY

The customer (needs and wants)•Easy to cook•Instant•Tasty

•Hunger satisfying snack

The BrandDistinctive feature

TASTY TWICE

The final positioning Strategy “An instant tasty and healthy snack cum meal”

POSITIONING STRATEGY



MICHAEL PORTER’S FIVE FORCES MODEL

NEW ENTRANTS

Horlicks FoodlesSunfeast-Yuppie

INDUSTRIAL RIVALRYTop Ramen, Maggi etc

SUBSTITUTESChowmenFast Food

Pasta

SUPPLIERSDistributors

aw Material Suppliers

BUYERSCustomer Mind Set,

Brand IMage

INFERENCE: we are theonly new entrant in themarket with ajinomoto free concept, so we arehaving monopoly in thissection.



LINEAR MODEL

SALES PROMOTION

PRICE :Penetrationpricing

CONTEST :InvitingNoodleRecipes fromHomemakers

FREE :FreeSamplewithsauces

DISCOUNT:Get forkand spoonfree withfourpackets



MACRO-SOCIO ENVIRONMENT

Nutrition, health and development arepriorities for the society where Twice Tasty iscommitted to making a difference and isuniquely positioned to do so through itsapproach to create share value & customervalue.

CHANGING SOCIETAL TRENDS:

● Emerging nuclear family trend● Emergence of working women

● More number of students migrating forstudies.



THE 4 P’S

Marketing Mix Decisons



a) Nature of Product : Goods or Services

b) Market to which Product is Sold: Consumers or Industry

c) Characteristics of Twice tasty Noodles:

Good quality Best Taste

Nutritional factor

Easy Availability

Value price Available in Different Sizes

Variety available

d)d) Packaging:Packaging: Packaging is persuasive (attractive), informationalPackaging is persuasive (attractive), informational

and uniqueand unique

Product

Marketing Mix Decisons



Instant noodles (raw)

Nutritional value per 100 g (3.5 oz)

Energy 1,895 kJ (453 kcal)

Carbohydrates 65 g Dietary fiber 2.4 g Fat 17 g saturated 7.6 g Protein 9 g

Thiamine (Vit. B1) 0.7 mg (54%) Riboflavin (Vit. B2) 0.4 mg (27%)

Niacin (Vit. B3) 5.4 mg (36%) Folate (Vit. B9) 147 μg (37%) Iron 4.3 mg (34%)

Potassium 120 mg (3%) Sodium 1160 mg (50%) One package is 80 gPercentages are relative to US recommendations for adults.

Source: USDA

http://en.wikipedia.org/wiki/Food_energy

http://en.wikipedia.org/wiki/Carbohydrate

http://en.wikipedia.org/wiki/Dietary_fiber

http://en.wikipedia.org/wiki/Fat

http://en.wikipedia.org/wiki/Saturated_fat

http://en.wikipedia.org/wiki/Protein_(nutrient)

http://en.wikipedia.org/wiki/Thiamine



http://en.wikipedia.org/wiki/Riboflavin



http://en.wikipedia.org/wiki/Niacin



http://en.wikipedia.org/wiki/Folate

http://en.wikipedia.org/wiki/Iron

http://en.wikipedia.org/wiki/Potassium

http://en.wikipedia.org/wiki/Salt

http://en.wikipedia.org/wiki/Reference_Daily_Intake

http://en.wikipedia.org/wiki/United_States_Department_of_Agriculture

http://en.wikipedia.org/wiki/United_States_Department_of_Agriculture

http://en.wikipedia.org/wiki/Reference_Daily_Intake

http://en.wikipedia.org/wiki/Salt

http://en.wikipedia.org/wiki/Potassium

http://en.wikipedia.org/wiki/Iron

http://en.wikipedia.org/wiki/Folate
















http://en.wikipedia.org/wiki/Protein_(nutrient)

http://en.wikipedia.org/wiki/Saturated_fat

http://en.wikipedia.org/wiki/Fat

http://en.wikipedia.org/wiki/Dietary_fiber

http://en.wikipedia.org/wiki/Carbohydrate

http://en.wikipedia.org/wiki/Food_energy



Small Single Double Four in 1

Variants/Quantity 50gms 100gms 200gms 400gms

Twicetasty Rs. 5 Rs. 8 Rs. 18 Rs.35

Twicetasty cheese Rs. 8 Rs.18 Rs.35

Twicetasty chicken Rs. 8 Rs.18 Rs.35

Twicetastymultigrain

Rs. 12

Twicetasty tomato Rs. 12/ 93gms Rs. 40/ 360 gms

Twicetasty veggi Rs. 12/83 gms Rs. 50/ 332 gms

PRICE



Manufacturer Distributor Retailer Consumer

•INFERENCE: Available even at nearestINFERENCE: Available even at nearest

grocery shop, which increases sales to givegrocery shop, which increases sales to givehigher profitshigher profits

Place



promotion of twicetasty Will increase retailer’s margin from 9% to 9.5%. Every quarter in the year 2010,there will be an

“Twice Tasty Best Retailer of the Month Contest”, retailer who will be doing maximum sales of

Twice Tasty noodles every month in Gandhidham& Adipur, will get a 100 Rs. gift voucher as wellas Appreciation in Newspaper.

Consumer promotion in Twice Tasty Fork and Spoon free with 4 packs of Twice Tasty

Noodles. Assortment Pack of 6 for kids (mix) with a happy

meal toy (Daily different flavors so they will notget bored of same Twice Tasty every day) Rs. 45



PRODUCT LIFE CYCLE

TWICETASTY

INTRODUCTION STAGE: TT was launched in June 2010, right nowit is in introduction stage establishing itself in the market.GROWTH STAGE: Planning to launch several varients and achieveatleast 35% of market share by 2012….MATURITY STAGE: To overtake Maggi’s market share by 2016…

PERCEPTUAL MAPPING FOR TWICE



Aginomoto free

Healthyfood

Unhealthy food

W i t h A g i n o m o t o

TwiceTasty

Feasters

Horlicks

Maggi

Top Ramen

PERCEPTUAL MAPPING FOR TWICETASTY

INFERENCE: The consumer perception of

our product should be that of a healthy &wholesome meal.



FCB GRID – TWICE TASTY

Rational

Emotional

HighInvolvement

LowInvolvement

Twice TastyNoodles

INFERENCE: Since the product is not an unhealthy fast food, motherswill be emotionally attached to it .Marketing has to be done in sucha way that it creates buzz among the Indian mothers.



GENERIC MARKETINGSTRATEGY

INFERENCE: We are adopting mixed strategy as our product is different &available at economical price.



PEST ANALYSISPOLITICALFood Category control under

FDAChange in Law andRegulationAbility to penetrate indeveloping and emerging

markets.

ECONOMICTaxation policy( VAT)

GDP growth rateGrowth rate of Food andBeverage Sector

SOCIALChanging lifestyles. Need of instant food.Increasing purchasing power.

TECHNOLOGICALBetter Production TechniquesBetter distributionOnline marketing of Twice

TastyMechanization

INFERENCE: Considering all the PEST factors we need to market our product in such a way that it doesn’t face any constraints and cangrasp all the opportunities.



ADVERTISING STRATEGY FOR NOODLES



ONLINE NOODLES MARKETINGTwice Tasty has applied an interesting application

of online geo marketing.

Our idea is to target anyone preparing to visit anarea near any of the shops.

A message will appear on the screen calling forpeople to "click here for noodles in this area".Then, on click, all the shops in the area will bepinpointed on the map in detail.



AFFILIATE MARKETING

You can now promote Twice Tasty online today

and begin enjoying an extra stream of incomewhen you sign up for the Twicetastynoodle.comaffiliate program.

An affiliate program is a web-based referralsystem where you can recommend our noodlesto other people.

They can also send them to our website atTwicetastynoodle.com through a specially codedaffiliate link, and you get paid commissions foryour referrals when someone makes a purchase.



PAY PER CLICK

If you sign up for our affiliate program using,you will not only be authorized to promotetwice tasty Noodles on your website, in yournewsletter or even through Pay Per Click

advertising such as Google and Overture.

Here's the best part of all: You earn a 5%commission on every sale you make throughyour affiliate link.



BLOG MARKETING

You get instant access to our private affiliate

area, which will include professionally-designedbanners, promotional letters, text ads,classified ads and even lessons on Onlinemarketing.

We will also provide you with valuable contentthrough our syndicated columns and articles,which you can publish on your own website.

Creating interaction blogs for customers likewww.twicetastyclub.in



Adopted a combination of Push and pull Strategy,where more focus on pull strategy will be observed

Advertisement:

National advertisements with endorser

Sponsoring Dance India Dance lilchamps

Ad in Local news paper

Hoardings Pole Kiosk

Shelf Display

MARKETING COMMUNICATIONTOOLS



National TV Advertising Here national advertising, which we see on TV would be runnationally,

Will be a part of my campaign in inducing the trial for the variousflavors and increasing the frequency of consumption of Masala brand

Sponsoring Sa Re Ga Ma Pa little champcoming up in January this activity will help a lot in reaching out totarget audience and Increasing thememorability and trying to change theperception for the other flavors of Twice Tastynoodles



Newspaper advertisement:Newspaper advertisement: Advertisement in local news paperAdvertisement in local news paper

quarterly, talking about flavors available,quarterly, talking about flavors available,

healthy content in Twice Tasty (Proteinhealthy content in Twice Tasty (Proteinand calcium). Also announcing “Bestand calcium). Also announcing “Best

Retailer for Twice Tasty along with aRetailer for Twice Tasty along with a

Rs.100 gift voucher.Rs.100 gift voucher.



Out door Marketing- Van moving across theOut door Marketing- Van moving across the

citycity

A Van would be painted with Twice Tasty pictures, slogansA Van would be painted with Twice Tasty pictures, slogans

and endorser picture will be out in the city, visitingand endorser picture will be out in the city, visiting

colleges during week days and shopping places duringcolleges during week days and shopping places duringweekends, providing Rs. 8 Twice Tasty noodles (all flavorsweekends, providing Rs. 8 Twice Tasty noodles (all flavors

available)available)

Designing the name of Van.Designing the name of Van.

Announcing 5 lucky free bees everyday who will get 1Announcing 5 lucky free bees everyday who will get 1

plate Twice Tasty noodles (any of the variant) free onplate Twice Tasty noodles (any of the variant) free onpurchase of 2 plates.purchase of 2 plates.

Van would run a ‘jingle’ planned for Twice Tasty all timeVan would run a ‘jingle’ planned for Twice Tasty all time

– resulting into brand recall.– resulting into brand recall.

The service providers and the stationery and vessels willThe service providers and the stationery and vessels will

be all in red and yellow depicting Twice Tasty logo.be all in red and yellow depicting Twice Tasty logo.



Sponsoring sports eveSponsoring sports eventnt

Students from all the higher secondary school will be motivated

to participate in the inter school sports competition.

A website is already their for children –Twice Tasty club, many

activities are done in that, all the advertisements about campaign

would be floated in that website too. incurring no cost



PUBLIC RELATIONS Getting a health certificateGetting a health certificate

Educating all opinion leaders for socialEducating all opinion leaders for social

development and health care, about newdevelopment and health care, about new

healthy 2 minute Twice Tasty thushealthy 2 minute Twice Tasty thusinfluencing their opinion. (e.g. doctors,influencing their opinion. (e.g. doctors,

Teachers.)Teachers.)

Publicity articles given by Doctors or fittestPublicity articles given by Doctors or fittest

people about Twice Tasty noodlespeople about Twice Tasty noodles



ØSponsoring School Sports event (higher secondary

students)

Organizing Twice Tasty painting competition, forschool children till standard 7th

ØIntroducing Twice Tasty news letter for teenagers

every month. (consists of general knowledge, diet

essentials, puzzles, jokes, brain games and manyother interesting things)

ØMoving Van, painted about Twice Tasty, near colleges

and shopping places, which would provide cooked

Twice Tasty for Rs.8ØOrganizing Twice Tasty Happy Healthy Family day, as

a freak out place with parents (just like in fairs, filled

with games, eatables and awareness about the heath

contents in twice tasty noodles



branding

Brand Ambassador: Malaika

Arora Khan

“ ”TWICeTASTY TWICeHEALTHY



TaskTask Estimated cost (Rs)Estimated cost (Rs)Ad in newspaper (Kutch Mitra)Ad in newspaper (Kutch Mitra)

4 times last half page4 times last half page

4 times 1/8 page4 times 1/8 page

Rs. 37500Rs. 37500

2) Sales Promotion Activities done2) Sales Promotion Activities done Rs. 5,83,724Rs. 5,83,724

3) Blogs3) Blogs Rs. 30Rs. 30

4) Shelf Display (Rs.250 * 7)4) Shelf Display (Rs.250 * 7) Rs. 1,750Rs. 1,750

5) 2 Hoardings (2* 7500* 6 mths)5) 2 Hoardings (2* 7500* 6 mths) Rs. 90,000Rs. 90,000

6) 5 Pole Kiosks (Rs.350 each)6) 5 Pole Kiosks (Rs.350 each) Rs. 1,750Rs. 1,750

7) Public Relation Activities7) Public Relation Activities Rs. 25000Rs. 250008) Sponsoring sports day (Higher secondary School)8) Sponsoring sports day (Higher secondary School) Rs. 15000Rs. 15000

9) Organizing competitions (painting)9) Organizing competitions (painting) Rs. 4,000Rs. 4,000

10) Moving van across city (planned places)10) Moving van across city (planned places) Rs. 1,20,000Rs. 1,20,000

11) Sponsoring Sa Re Ga Ma Pa little champ Singing event +11) Sponsoring Sa Re Ga Ma Pa little champ Singing event +

National AdvertisingNational AdvertisingRs. 1,04,166Rs. 1,04,166

12) Brand endorser12) Brand endorser Rs. 69,444Rs. 69,44414) Maggi News letters (Quarterly)14) Maggi News letters (Quarterly) Rs. 10,000Rs. 10,000

14) Organizing a fair kind.14) Organizing a fair kind. Rs. 10000Rs. 10000

TOTAL ESTIMATED COSTTOTAL ESTIMATED COST Rs. 10,70,614Rs. 10,70,614

BUDGETING



WICE TASTY NOODLES:-By

Rohini Banerjee

Anuja Dixit

Sunil Kumar

Smriti Suman

Nandini Rai

Rashmita Panda

Madhu Kumari

Manthan Dave Sushil Kumar



T H AN K

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