Dr. D.Y.

Patil Institute Of Management Studies

MARKETING MANAGEMENT
Dr.Krishna

First Year – MBA Class

LAUNCHING OF A PRODUCT
 YUMMY
NOODLES
Easy to cook, Good to taste

Presented By
1. Prashanth Sowmithry.B (41)
2. Ashish Pandey (37)
3. Hemsh Pal (11)
4. Shaveta Miya (06)
5. Shalinee (19)
 INTRODUCTION

PRODUCT:- NOODLES
BRAND NAME:-YUMMY NOODLES
SECTOR:-FAST MOVING CONSUMER
GOODS
COMPANY NAME:- YUMMY NOODLES
PVT. LTD.
 OUR COMPANY
OUR COMPANY
• 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,
 Fact
Fact File of YUMMY
File of YUMMY

• 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)
 YUMMY
YUMMY Planning
Planning Process
Process

Yummy
Yummy
Yummy Marketing
Marketing
Market Strategies
Objectives
Analysis

Yummy’ Yummy
Developing and
Yummy Result
Implementing Market Customer Satisfaction,
Stage Controls Profitability, survival
and company image
 SWOT
SWOT

Strengths Weakness
Technologies,Huge Market,
Continuous market, Location, Entry barriers, substitutes,
TQM,

Opportunity Threat
National & International Competitors, Change in
Market , 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 *100 = 4.1764
41000000*.2*365*8
Penetration ( Cont…)
• Penetration = 4.1764 %
• GAP = 100- 4.1764 = 95.8236 %
• This indicates that noodles have huge
demand in the market
 Competitors
Competitors

Maggi,
Top Ramen,
Nanking,
Yong- chong
And more than 150 local brands
 Competition
Competition Analysis
Analysis

• Maggi (200g) : - 20/-

• Top Ramens (200g):- 18/-
• Others (200g) : - 15/- to 18/-
• YUMMY (200g): - 8/-
MARKET SHARE OF NOODLES

MAGGI:-43%

TOP RAMEN:-19%

OTHERS:-19%
 The Four Ps
The Four Cs

Marketing
Mix

Promotion
Product YUMMY
NOODLES Strategies
Communication
Customer
Solution Price Place
MRP. 8/- Maharashtra

Customer Convenience
Cost
 PRODUCT of YUMMY
PRODUCT of YUMMY

• Product: - NOODLES
• Category: - Consumer goods – foods
products.
• ?????????
 PRICING IN YUMMY
PRICING IN YUMMY

List Price

Discounts to customers
Pricing Strategies

Allowances to employees
 PLACE
PLACE
Direct Distribution Indirect Distribution
YUMMY NOODLES
YUMMY NOODLES

Agents

CONSUMERS
Wholesalers

RETAILERS

CONSUMERS
 PROMOTION in YUMMY
PROMOTION in YUMMY

Advertising

Public
Relations
Sales
Promotional Mix
Promotion

Sales Force

Direct
Marketing
Internet/
E-commerce
 Product
Product –– FAB
FAB Analysis
Analysis

Features
Contains Proteins, Carbohydrates, ???????

Benefits

Proper Diet with full nutrition.

Substitute for Meal.
Fast to Cook, Excellent to Taste,

Advantages
Healthy and nutritious.
 Product
Product Life
Life Cycle
Cycle

S
A
Maturity
L
E.g. MAGGI
E
Growth
S E.g..OTHERS
Decline

Introduction
E.g..YUMMY

TIME
 Marketing Channels
Marketing Channels

• Distribution Channels
• Service Channel /Facilitators
• Communication Channel
 Distribution
Distribution Channel
Channel
Direct Distribution Indirect Distribution
YUMMY
YUMMY
C & F AGENTS

CONSUMERS
E.g.. Hotels, canteens WHOLESALERS

RETAILERS

CONSUMERS
 Commission
Commission Structure of YUMMY
Structure of YUMMY

Price = 4.5 With Price = 5.04 Price = 5.6448

12%
profit 12%
YUMMY C&F Agents Wholesalers

18%

Price = 6.66 /- Retailers

20.12%

Consumers

MRP = 8/-
 Service
Service Channel/
Channel/ Facilitators
Facilitators
To carry transactions with potential customers/buyers
includes

Ware Houses

Transportatio Banks
n

Others
 Communication
Communication Channel
Channel
To deliver and receive messages a from target buyers,
includes

Television Radio
Newspapers

Toll free
Mail Posters Numbers
 Sources
Sources of
of Promotion
Promotion

•Family, friends, neighbors

Personal
Personal Sources
Sources •Most influential source of
information

•Advertising, salespeople
Commercial
Commercial Sources
Sources •Receives most information
from these sources

•Mass Media
Public
Public Sources
Sources •Consumer-rating groups
 YUMMY P&L ACCOUNT

• SALES 1620000
LESS
COGS (574700)
• GROSS MARGIN 1045300
• OFFICE&ADMIN. (360000)
• ADVT.&PRO (340000)
• PROFIT 345300
 Financial
Financial Status
Status
************************************************
• Land 800000
• FPO License 15000
• Machinery 400000
• Heater 300000
• Cutter 100000
• Mixing machine 150000
• Delivery Van 450000
• Furniture 20000
• Computers 50000
Total 2285000
 Financial
Financial Status
Status (Cont…)
(Cont…)

• Advertisement cost 1000000

 Packing
Packing and
and Labeling
Labeling
 Noodles comes in different pack size of
500gr(for institutional purpose),
 200gr (Retail ), 100gr(Retail).
 Positioning
Positioning &
& USP
USP

• Nutrition that is required !

• Price That Fits Your Budget
 Nutrition Information of Yummy Noodles
(per pack)

• Energy: - 796 Kcal

• Carbohydrate:- 122g
• Protein :- 14g
• Fat:- 28g
• Calcium:- 48mg
• Iron:- 4mg
 Recipe
Recipe
• Country Noodles
• 1. 3 cups (6 oz.) YUMMY noodles, uncooked
2. 1/2 lb. (8 oz.) Pasteurized Prepared Cheese Product, cut up
3. 1 pkg. (16 oz.) frozen vegetable blend, thawed, drained
4. 1 can (6 oz.) drained, flaked
5. 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.