Dr. D.Y.Patil Institute Of Management Studies

MARKETING MANAGEMENT

First Year – MBA Class

LAUNCHING OF A PRODUCT

Dr.Krishna

YUMMY NOODLES

Presented By

1. Prashanth Sowmithry.B (41)

2. Ashish Pandey (37)

3. Hemsh Pal (11)

4. Shaveta Miya (06)

5. Shalinee (19)

Easy to cook, Good to taste

INTRODUCTION

PRODUCT:- NOODLES

BRAND NAME:-YUMMY NOODLES

SECTOR:-FAST MOVING CONSUMER GOODS

COMPANY NAME:- YUMMY NOODLES PVT. LTD.

• Mission: - YUMMY mission is to hold number one or two positions in the market.

• Vision: - We will market the most appealing consumer goods and lead this sector

• Value: - Our core values will be Empathy, Integrity, Courage, Originality,

OUR COMPANYOUR COMPANY

• YUMMY customers ?

Popular and Sub- popular groups• Needs that YUMMY satisfy ?

Substitute for meals, Nutritious diet.• Product offered by YUMMY ?• NOODLES• YUMMY pricing strategy ?• Medium Strategy(price=value)

Fact File of YUMMYFact File of YUMMY

Yummy ResultCustomer Satisfaction, Profitability, survival and company image

Yummy Marketing Objectives

Yummy Marketing Strategies

Yummy’

Developing and Implementing Stage

Yummy Market Controls

Yummy Market Analysis

YUMMY Planning ProcessYUMMY Planning Process

SWOTSWOT

StrengthsTechnologies,Huge Market, Continuous market, Location, TQM,

Weakness

Entry barriers, substitutes,

Opportunity National & International Market ,

ThreatCompetitors, Change in External Environment, Imports

PENETRATION

• Current Market Size:- Approx. 100 cr

• Potential Market Size:- 41 mn

• Penetration = (( current market size)/ (Potential market size )) *100

• 100 00 00 000

41000000*.2*365*8*100 = 4.1764

Penetration ( Cont…)

• Penetration = 4.1764 %

• GAP = 100- 4.1764 = 95.8236 %

• This indicates that noodles have huge demand in the market

Maggi,

Top Ramen,

Nanking,

Yong- chong

And more than 150 local brands

CompetitorsCompetitors

• Maggi (200g) : - 20/-

• Top Ramens (200g):- 18/-

• Others (200g) : - 15/- to 18/-

• YUMMY (200g): - 8/-

Competition AnalysisCompetition Analysis

MARKET SHARE OF NOODLES

MAGGI:-43%

TOP RAMEN:-19%

OTHERS:-19%

The Four Ps

MarketingMix

Product

Price Place

Promotion

The Four CsThe Four Cs

CustomerSolution

CustomerCost

Communication

Convenience

NOODLES

MRP. 8/- Maharashtra

YUMMY Strategies

PRODUCT of YUMMYPRODUCT of YUMMY

• Product: - NOODLES

• Category: - Consumer goods – foods products.

• ?????????

Pricing Strategies

List Price

Discounts to customers

Allowances to employees

PRICING IN YUMMYPRICING IN YUMMY

YUMMY NOODLES

CONSUMERS

YUMMY NOODLES

RETAILERS

CONSUMERS

Direct Distribution Indirect Distribution

PLACEPLACE

Agents

Wholesalers

Promotional Mix

Advertising

Public Relations

Sales Promotion

Sales Force

DirectMarketing

Internet/E-commerce

PROMOTION in YUMMYPROMOTION in YUMMY

FeaturesContains Proteins, Carbohydrates, ???????

Benefits

Proper Diet with full nutrition.Substitute for Meal.Fast to Cook, Excellent to Taste,

AdvantagesHealthy and nutritious.

Product – FAB AnalysisProduct – FAB Analysis

Introduction

E.g..YUMMY

Growth

Maturity

Decline

Product Life CycleProduct Life Cycle

TIME

S

A

L

E

S E.g..OTHERS

E.g. MAGGI

• Distribution Channels

• Service Channel /Facilitators

• Communication Channel

Marketing ChannelsMarketing Channels

YUMMY

CONSUMERSE.g.. Hotels, canteens

YUMMY

RETAILERS

CONSUMERS

Direct Distribution Indirect Distribution

Distribution ChannelDistribution Channel

C & F AGENTS

WHOLESALERS

YUMMY C&F Agents Wholesalers

Retailers

Consumers

With 12% profit 12%

18%

20.12%

Commission Structure of YUMMYCommission Structure of YUMMY

MRP = 8/-

Price = 6.66 /-

Price = 5.6448Price = 5.04Price = 4.5

Service Channel/ FacilitatorsService Channel/ Facilitators

To carry transactions with potential customers/buyers includes

Transportation

Ware Houses

Banks

Others

Communication ChannelCommunication Channel

To deliver and receive messages a from target buyers, includes

Newspapers

PostersMail

Television Radio

Toll free Numbers

Personal Sources Personal Sources

Commercial SourcesCommercial Sources

Public SourcesPublic Sources

•Family, friends, neighbors•Most influential source of information

•Advertising, salespeople•Receives most information

from these sources

•Mass Media•Consumer-rating groups

Sources of PromotionSources of Promotion

• SALES 1620000

LESS

COGS (574700)• GROSS MARGIN 1045300

• OFFICE&ADMIN. (360000)• ADVT.&PRO (340000) • PROFIT 345300

YUMMY P&L ACCOUNT

Noodles comes in different pack size of 500gr(for institutional purpose),

200gr (Retail ), 100gr(Retail).

Packing and LabelingPacking and Labeling

• Nutrition that is required !

• Price That Fits Your Budget

Positioning & USP Positioning & USP

Nutrition Information of Yummy Noodles(per pack)

• Energy: - 796 Kcal

• Carbohydrate:- 122g

• Protein :- 14g

• Fat:- 28g

• Calcium:- 48mg

• Iron:- 4mg

• Country Noodles• 1. 3 cups (6 oz.) YUMMY noodles, uncooked

2. 1/2 lb. (8 oz.) Pasteurized Prepared Cheese Product, cut up3. 1 pkg. (16 oz.) frozen vegetable blend, thawed, drained4. 1 can (6 oz.) drained, flaked5. 1/4 tsp. black pepper

• BRING 1-1/2 cups water to boil in medium saucepan. Stir in noodles. Reduce heat to medium-low; cover. Simmer 8 to 10 minutes or until noodles are tender. Do not drain.

ADD prepared cheese product, vegetables and pepper; cook until prepared cheese product is melted and mixture is heated through, stirring occasionally.

RecipeRecipe