Foodles Abhinav

8/2/2019 Foodles Abhinav

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B Y: P I Y U S H J E T H A LYA

S O N A L C H AT T E R J E E

A B H I N AV D E B N AT H

A M A R J O T S I N G H

Horlicks Foodles


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Company history

Popular brand in IndianMarket since 1930s. Underwent a Revamp in2004, and came with

wide range of Flavorsincluding Toffee, Elaichi, vanilla and Chocolate.


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Slowly-Slowly extendedits Product line inhealthcare, by introducing wide Range

of Horlicks for every Agegroup. Like Horlicksninja, Junior horlicks,Mothers horlicks,

Horlicks lite etc.


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Part of GSK (GalaxoSmithkline).Industry, which is very well known in Health

and nutritional products.Other Nutritionalproducts then Horlicksare:

BoostMaltova Viva


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Foodles

Introduced by GSK in1200 crore instantNoodle industry inFebruary 2010.

Expected to Compete themarket leader, nestlemaggie, which is presentin India since 1983.


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Foodless Strength

Product of GSK, which is a healthcare solutionIndustry.Caught the point of maggis health Issues, and

introduced Foodles made up of wheat flour and withmany flavors unlike Maggie with limited Flavors.Highlighted its Nutritional value, to attract mothers, who are much concerned about there kids heath as

they eat too much of noodles.Extended the Health drink brand tag to the Noodleindustry.


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Strategy to Position Foodles

Strategy was to Position Foodles on Healthy, non-Lunch,non-Dinner Snacking Platform.Company aimed to Capture 5-10 % of this 1200 Crindustry.First focused on South because its media isolated andcompany dont have to spend much on advertisement. Which reduced the initial Launching cost. And southitself has lots of Diversities into it, so better marketpenetration.Brand tried to influence moms and house wives whohave to choose between taste and health for their family.


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Foodless Flaws

As soon as it was launched in South as Healthy noodles which hiked its image in market, Maggiealso came out with the tagline Taste bhi health bhi in rest of India, for its variant like aata maggie Due to which Foodles lost its first mover advantagein healthy nutritious noodle industry.


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Foodles reply

Foodles, took one more step ahead of maggie and tried tocreate this health factor as its USP, and made TV commercials which highlighted this fact, and said as itshealthy, it should be consumers choice. Foodles also provides Health maker sachet whichcomes along the noodles pack, which contains theessentials of 5 vitamins.Foodles is currently trying to appeal to the upper middleclass in the urban areas and placed the product at apremium price with Its multigrain variant costing Rs 15for 80 gm compared to Maggis Rs 10 for 80 gm.


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It also used the distribution Channel of horlicks.So initially single packs of Foodles were given forfree.


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Strategies of Foodles to market itself

Foodles adopted some successful marketingcampaigns of the same kind, which many companiesalready adopted in market.

But apart from adopting those campaigns, foodlesalso went for some different campaigns like:


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PRESENCE IN THE WEB WORLD

Web publicity doesnt take much of an investmentand has been proven to give great ROI. And Even forFMCGs it has been proved to give paybacks, as thetarget consumer is Women and kids. And Latest researches have shown that Indian Women are also becoming Internet Savvy andrelying on it for their house-hold decisions


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POSITIVE BRANDING

The current advertisement which is on air by Foodlesshows that generally instant noodles are bad forhealth and Horlicks Foodles is an exception. This isan aggressive form of marketing and puts it in directcompetition with Maggi.


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MORNING SNACK

To further promote itself as an healthy snack,Foodles also planning to elevate itself from the 4oclock to food category and establish itself as a nonlunch non dinner food. Which can bring Foodles as a breakfast option too and thus increase probability of people buying it.


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FOOD RECIPES

Only promoting itself as an healthy food may not getFoodles the market shares it aspires for as other of products like Maggi have already switched to AttaNoodles to get into the healthy food category.Just Like that Foodles also came up with nutritionalGrain like: Wheat, corn, Ragi, and Rice. And each variant was launched with three different tastes.


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Further Strategies which Foodles can Aqquire

Apart from the above strategies, Foodles can usemore strategies to gain more shares in IndianMarket.

And these Strategies are also used and have beenproved to be very successful in Indian Market.


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BRAND AMBASSADORS

Horlicks already have a Brand ambassador asDarsheel safary and Boost has brand Ambassador asMahendra Singh Dhoni.To promote its brand as a healthy food even more,Foodles can bring in well known cooks of the country like Sanjeev Gupta or Tarla Dalal who are known fortheir health conscious food recipes and promote the brand through them in their media advertisements.

Indian women connect greatly to these cooks andthus this can increase the brands value in theirminds.


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GIFT ITEMS

Though gift items arent a permanent marketstrategy, Foodles can give them out to attract kids soas to penetrate the market at the beginning even withits premium price.This has worked as Wonder with McDonalds.So Foodles can tie up with some firms like Hot wheels to initially provide some gift items.


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Instant noodle market

Apart from MAGGIE-the generic Brand for instantnoodles, there are various players with whomFoodles have to compete. And the Brnads are:

Chings secret and Smith and jones (Capital foods)Tasty treat (future group)Top Raman and Cup noodles (Indo-Nissan Ltd) Wai-chi (CG)Soopy noodles (knorr)


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T H A N K Y O U

Documents

Foodles Abhinav