A

PROJECT REPORT ON

Inst a nt f ood noodl es &pa st a

Under the guidance of:

Prof. S.JOSHI

SINHGAD INSTITUTE OF MANAGEMENT & COMPUTER

APPLICATION, PUNE
Submitted by;

Ajay nagwani (41)

Shashi kant singh (18)
MMM-B
Introduction of noodles
A noodle is food made from unleavened doughthat is cooked in a boiling liquid
depending upon the type , noodles may be dried or refrigerated before cooking.
the word noodle derives from the German Nudel (noodle) and may be related
to the Latin word nodus (knot). In American English, noodle is a generic term for
unleavened dough made from many different types of ingredients. Noodles
exist in an abundance of shapes.

Major players
Nestle pvt Ltd... (Brand maggi)
Nissin foods Ltd (Brand top remen)
Shri Bharat foods Ltd
Magic foods India Pvt. Ltd.

Nestle India Ltd.

Nestle India Ltd. (NIL) is the Indian subsidiary of the global FMCG
major, Nestle SA. Maggi Brand was introduced to the Indian
consumers by NIL with the launch of Maggi 2 Minute Noodles, an
instant food product, in 1982. With the launch of Maggi noodles,
NIL created an entirely new food category - instant noodles - in
 the Indian packaged food market. Initially Nestle
tried to position the Noodles in the platform of
convenience targeting the working women. At that
time, Indian consumers were rather conservative
in their food habits, preferring to eat traditional
Indian dishes rather than canned or packaged
food. But it found that the sales are not picking up
despite heavy promotion .Research then showed
that Kids were the largest consumers of the brand.
Realizing this, NIL shifted its focus from working women to
children and their mothers and repositioned the brand towards
the kids......

• Initially targeted at Working Women

• Then repositioned itself to target Kids

• Market Driver in the Instant Noodles Category

• Currently enjoys a market share of about 80%

Product range
 1 Maggi 2 minute noodles
2 Maggi vegetable atta noodles
3 Maggi dal atta noodles
4 Maggi rice noodles mania
5 Maggi Cuppa noodles

Promotion
Launched in five flavors initially -Masala, Chicken, Capsicum,
Sweet & Sour, and Lasagna -Maggi had to fight hard to be
accepted by Indian consumers with their hard-to-change eating
habits. The packaged foods market was very small at this point in
time (Refer Exhibit III for a brief note on the Indian packaged
foods market).Nestlé had to promote noodles as a concept, before
it could promote Maggi as a brand. It therefore devised a two-
pronged strategy to attract mothers on the 'convenience' plank
and lure kids on the 'fun' plank. Gradually, the market for instant
noodles began to Grow. The Company also decided to focus on
promotions to increase the brand's awareness. In the initial years,
Nestlé's promotional activities for Maggi included schemes
offering gifts (such as toys and utensils) in return for empty
noodle packs. According to analysts, the focus on promotions
turned out to be the single largest factor responsible for Maggi's
rapid acceptance...
Market Penetration Strategies Of
Maggi Noodles
• Promotional campaigns in schools
• Advertising Strategies
• Availability in different pack sizes
• New product innovation

Other strategies
• Nestle made the slogan bas do minute it helps mothers with
the promise, fast to cook and good to eat snack.
• Nestle positioned that as a health product that provide extra
protein to children of age group 7 – 9.
• Nestle offered a variety of culinary product as instant
noodles , soups, sauces, ketchup and other cooking aids
under maggi brand .
 • Brand extension strategy for attracting new customers
because every customer has a different choice
• Nestle spend a huge amount of work for maintain the same
amount of taste and nutrition.
• For better positioning nestle invite housewives to develop
new recipe.
• Organizing contests games industrial visit for school kids …

Positioning strategies of maggi

• Nestle shifted it’s focus from working woman and targetd
kids and their mothers through it’s marketing
• Nestle’s promotions positioned maggi as a convevinience
product for mother and fun product for kids
• Nestle aggressively promoted maggi through several
scheme
--distributing various gifts
--giving gifts in return of empty packs

Target custmor of maggi noodles

First of all nestle targeted working woman but after a research
they found that kids like it most and then They targeted childrens
.

STPD Analysis
Segmentation – Based on life style and habits of urban
famalies .

Targeting--- kids and office goers .

Positioning – Statement such as ‘bas do minute’ , ‘easy to

cook’ and ‘good to eat’ .

Differntiation – Taste flavour and packaging .

Nissin foods Ltd

Instant smiles served here

Top Ramen is the second largest Noodles brand in India trying
hard for the past 18 years to beat Maggi Noodles. Top Ramen is a
global brand from Nissin. Launched in 1991, Top Ramen has been
trying all possible marketing tool to dethrone Maggi.

Top Remen different flavors

Beef Chicken Shrimp Oriental Picantebeef Chili

Sales Promotion activities

1 - TOP RAMEN Quiz

Top Ramen quiz has been successfully

completed in 78 schools. The activity had
participants from the 5th, 6th & 7th standard
students of various schools in Bangalore.
#DCD7C7 this activity started on the 26th of
June in Christ school, Koramangala. & has since then covered the
targeted 78 schools. Some of the schools that participated in the
quiz as per the attachment. The Quiz programmed begins with
written examination to qualify for the oral quiz round. Four
participants each are selected from class 5, 6 & 7 based on the
marks secured in the written round. The selected 12 students are
then clubbed 2per team to form 6 teams comprising of Class 7
paired with class 5 & class 6 students paired with class 6
students. The oral round consists of questions from Science,
History, Geography, Inventions & general Knowledge, has 6
rounds, 10 points are awarded if the question is answered directly
& 5 points if the question is passed on. The team that completes
in the first, Second & third place gets gift hampers consisting of
Top Ramen smoodles & Educative books published by Tata info
media. How ever all the participants who qualified for the oral
quiz were awarded Top Ramen certificates.

2 - JUSTICE LEAGUE Adventures....

This is one of the most popular childrens
magazines in India. Top Ramen had the
center page contest with over 3000 Prizes
to be won. All you had to do is the
following:
1. Complete the slogan given in the ad in
not more than 10 words.
2. Cut out one more coupon available with
purchase of top remen
3. Send both coupons (from 2 comics) to
the address given there.

3 - Top Remen participation in children’s magazine

“Fun Time”
Fun times Edutainmement (P) Ltd, a cost effective advertising
medium to reach the target audience directly across India, To
reach 450000 readership in the 7to 12 year age group across all
important cities in India. This magazine is distributed free of cost
to children in the said age group in leading English medium
schools across 13 cities. The magazine has 4 colors offset print.
Comes in 8 pages per issue. The magazine also consists of an
advertorial section for children. The Magazine has been getting
very good response. Top Ramen has been advertised in the
June/July 02 issue, Sept /Oct 02 issue, Nov 02 issue, Jan 03 issue.
The June July 2003 issue is titled as ~Back to school special’ the
magazine, which had 307 schools covering 2, 25,450 children will
have 451 schools covering 335950 children by Mar 2004.

How maggi beat top remen ( a customer

perspective )
As a hardcore Noodles fan, I remember trying out this brands on
two occasions. First occasion was when the brand was launched.
The brand quickly went into limelight with its famous positioning
as Smoodles. I guess that Smoodles means Smooth Noodles . But
after the initial trying,I went back to Maggi noodles.
The next occasion was when Maggi changed the taste. That was
an occasion where, as a brand loyalist, I dumped Maggi . For a
while I bought Top Ramen. Then when Maggi reversed the taste, I
switched back....

Top Ramen at that point of time was one of the heavy advertisers
in the media. And since the taste was also comparable, many
Maggi users may have switched to this brand. But it could not
retain the customers like me. One factor is the price. Top Ramen
was always perceived as a premium brand compared to the
affordable Maggi. (It’s my perception since I don't exactly
remember the price difference). The high price may have
prompted many Maggi users to switch back .

Another factor was the promotion. Top Ramen could not sustain
the share of mind it generated during the formative years. Maggi
was able to bring in lot of noise because it had become an
umbrella brand and was advertising for various other products.

Top Ramen had an interesting distribution strategy. For the past

10 years, the brand has been distributed by Marico. It is a case of
marketing alliance where Top Ramen was utilizing the distribution
strength of Marico. In 2008, the alliance was mutually called-off.
Now Nissin is building its own distribution network.

It is puzzling to see that a global brand with lot of support from its
parent could not put up a big fight with Maggi .The major issue
faced by Top Ramen was the differentiation. Top Ramen could not
offer any serious differentiation to Maggi either in terms of the
product or brand. Since there was no serious differentiation,
Maggi was able to gain back the lost ground because it was the
pioneer brand who built the category. Top Ramen also lost out
when Maggi repositioned itself in the health platform.
Having said that, Top Ramen had its share of innovations. This
brand is credited with innovating a new category of cup-noodles
in Indian market. The difference between cup noodles and instant
noodles is that cup-noodles need not be cooked; it is ready to eat
just after adding hot water into it.
Top Ramen currently holds more than 90 % share in the cup-
noodles market. Maggi has recently entered the cup-noodles
market with its brand Cuppa- Mania. It is expected that the entry
of new players will expand the category.

Unlike instant noodles where the brands are targeting kids, Cup-
Noodles is targeting adults. The segment aimed by Top-Ramen is
16-35.

Top Ramen is also credited with the launch of curry-noodles in

India. While ordinary noodles are dry, curry noodles have both
gravy. Top Ramen to me is heavily associated with Curry Noodles.
and that is one of the reasons why I did not buy the brand ( i
hated the curry variant).
Pasta
Pasta (Italian for "dough") is a generic term for Italian variants of noodles, food
made from a dough of flour, water and/or eggs, that is boiled. The word can also
denote dishes in which pasta products are the primary ingredient, served with sauce
or seasonings.
There are approximately 350 different pasta. Examples include spaghetti
(solid, thin cylinders), maccheroni (tubes or hollow cylinders), fusilli (swirls), and
lasagne (sheets). Two other noodles, gnocchi and spätzle, are sometimes counted as
pasta. They are both traditional in parts of Italy. Pasta is categorized in two basic
styles: Dried and Fresh. Dried pasta made without eggs can be stored for up to two
years under ideal conditions, while fresh pasta will keep for a couple of days in the
refrigerator. Pasta is generally boiled.

Pasta all'uovo Fresh Pasta Pasta for Pasta a forno

DIFFERENCE BETWEEN MAGGI NOODLES & SUNFEAST

PASTA
At first I tried to find out what is basic difference between noodles & pasta and I
found only two difference
1. Noodles is Chinese dish where as Pasta is Italian
2. Noodle is nothing but Pasta and Pasta is nothing but Noodle.
I hope by now you must have got an idea that I haven’t got any relevant difference
but if some buddy knows then they can definitely tell me.Sunfeast Pasta is
competing with Maggi noodles whose brand is so popular that no buddy is
interested to leave its 2 min. ready maggi noodles. However with the right strategy
Sunfeast has proved it wrong and is continuously increasing its market share.

Major players
1. Sunfeast Pastatreat Ltd
2. Savorit Ltd
3. Bambino Agro Industries Ltd
4. MTR Foods Ltd

After Top Raman it ITC product PASTS from Sunfeast who will try to
take over the Nestlai product Maggi. As per as the history which I have got about
Pasta, oh! Remember I am only concerned with its origin. Pasta is an Italiandish
however there has always been confusion that whether Pasta origin is from China
or is it of Italy itself. Chinese noodles are said to be 1000 year old and is believed
that pasta is result of migration of people from China to Italy where this dish was
named as Pasta. The world "pasta" probably takes its origin from the Greek word
which means "flour mixed with liquid". Later on it became an italic dish, which the
ancient Romans called "lagano"

Italian Pasta :
Experts in nutrition suggest eating at least 100g of pasta daily because in this way,
it provides the body with 14% to 18% of its energetic needs. It has been clinically
proved that pasta reduces the cholesterol grade in blood. Pasta, moderately spiced,
can also be included in slimming diets. In fact, increasing the volume during
cooking causes problems in keeping calories to the allowed limits.

Sunfeast Pasta Treat :

ITC product Pasta Treat from Sunfeast was launched on 03/07/05, a convenient
and healthy instant snack option. Sunfeast Pasta Treat, India's first instant Pasta
with sauce maker inside, earmarks the division's foray into the ready to cook
instant snacks category. Made from Durum Hi-Protein Wheat, Sunfeast Pasta Treat
presents a ready-to-cook healthy snack option for the evolving tastes of the Indian
consumers.

Analysis:
Research conducted by ITC shows that mothers nowadays are looking for newer
and innovative evening snack options for their children. Pasta is gaining popularity
in the Indian market. Research also indicates that women are aware about Pasta but
find the cooking process of Pasta tedious and cumbersome. ITC's innovative
instant Pasta offering - Sunfeast Pasta Treat thus offers a unique solution for the
Indian palates.

Marketing Strategy :
ITC Limited - Foods Division, being at the forefront of product development and
innovation introduced "Sunfeast Pasta Treat" after months of product research and
development to ensure an innovative & exciting pasta experience.
Just as they did in case of Bingo where diversified Indian market had different
requirement such as in Bengal, Gujarat and other regions which result in launching
bingo in 10 different flavors, whereas if we see Sunfeast Pasta after

success of previous flavours- Masala, Tomato & Cheese, Sour Cream Onion and
Cheese economically priced at Rs. 12/- for the Masala Flavour and Rs.15/- for
other flavours the instant Pasta range has been extended with two new exciting
flavours – ‘Pizza’ and ‘Chicken’. The pasta segment is further expanded with the
launch of 'Sunfeast Benne Vita' in 4 innovative variants.
Also Sunfeast Pasta Treat is packed in vibrant coloured packs, with
distinctive graphics and descriptions conveying the health proposition of Durum
Wheat and at the same time maintaining the consistent look of the umbrella brand
Sunfeast. Sunfeast Pasta Treat is available in 83 gms packs including a 15 gm
saucemaker - an innovative and exciting snacking proposition from ITC Foods
Stables.

Promotion Strategy
CARTOON Network Enterprises (CNE) has signed a deal with ITC Foods to
promote the Sunfeast Pasta Treat brands through Cartoon Network's popular third-
party character, "Beyblade". Kids can now feast on Sunfeast Pasta Treat and also
play with their favourite Beyblade toys. Beyblade is the latest craze among
children.
Set on the model of `Buy & Get Free', the Beyblade promotion offers a range of in-
pack Beyblade give-away with purchase of Sunfeast Pasta Treat.

Brand ambassador
Shahrukh Khan

Savorit Limited
 Savorit Limited is one of India's premier companies manufacturing pasta. The
company produces high quality Pasta for domestic as well as international markets.
Modern and flexible production facility capable of manufacturing just what
customers need, motivated and efficient people, and careful selection of wheat is
the Savorit Advantage.
Savorit has a flour mill with capacity of processing 50,000 Metric Tonnes
of wheat input a year catering to various food industry requirements like bread,
biscuits. Savorit has been supplying for the Indian Defence Forces for the last 20
years.To keep pace with the changing tastes, Savorit started manufacturing pasta.
The factory equipped with sophisticated plants produces 12000 tonnes a year of
pasta products in a variety of sizes and shapes. Savorit brings it to its customers in
an exotic array of long and short pasta like Long Semia, Spaghetti, Noodles and
Long Macaroni, and Vermicelli, Short Macaroni in several shapes and Ada-Ada,
Pal- Ada.

Infrastructure Facilities
Using advanced German Flour milling machinery, Savorit ensures consistent flour
quality. The capacity of the flour mill is 150 Tonnes / 24 hours.
Savorit produces Pasta using state of the art imported machinery. The
long goods are produced with highly sophisticated Swiss Buhler
machinery and the short goods are produced using state of art Italian
Braibranti. The a total capacity of long and short goods is 24 Tonnes /
day for each.

Pasta Products
Short term
 Vermicelli Short Roasted Vermicelli Ada Ada Pal ada
Short Pasta (Macaroni)

Shell Penne Curl

Alpha number pasta

Long term

Semia Long Marconi Gheeti

Bambino Agro Industries Ltd.

South East Asia's Largest Pasta and Vermicelli Producer. Market Leader in Indian
Markets"Bombino has become Generic to'pasta ‘A Barometer of a Success Story.
Pioneer in introducing shortcus Vermicelli to the Indian consumer, Product range
consists of vermicelli, Macaroni, Ada-Ada, and Pasta & Soups. Bambino products
produced in state of the art plantsare a epitomeof hygiene andinternational quality.
Manufacturing facility at strategic location. Bambino Agro Industries Ltd is part of
well known diversified Bambino group having interest in Powder, Healthcare &
FMCG products. Spectrum Powder generation Ltd. Hyderabad nursing home,
Ghanta foods Pvt. Ltd., & Sheshadri Foods Pvt. Ltd
Bambino products are made on contemporary machinery, under hygienic
conditions and are subjected to rigorous quality control checks at every stage,
starting from selection of Raw materials, to the finished goods to ensure the
production of high quality products.
History
Company History: YEAR EVENTS1983 - The Company was incorporated and
was converted into public limited company. The Company's objects are
Manufacture of Pasta food products such as Vermicelli macaroni etc.
1992 - The Company was converted into a private limited company on 30th
October. The company was promoted by M Kishan Rao and his business
associates. The products are manufactured under the brand name "Bambino".
1993 - The Company undertook to expand its manufacturing facilities to 16 740
TPA from the existing 14 400 tones p.a.
1995 - 24 98 400 No. of equity shares issued subscribed and paid up. 14 87 000
No. of equity shares of Rs.10 each were issued at a premium of Rs.30 per share in
December 1993 of which 20 000 shares reserved and allotted to promoters
directors etc. Of the remaining the following were reserved for allotment on a
preferential basis:
- (i) 73 300 No. of equity shares issued to employees (only 68 200 No. of shares
taken up).
- (ii) 73 300 shares to shareholders of group companies (only 63 200 shares taken
up).
- (iii) 74 000 shares to NRIs on repatriation basis. (only 73 000 shares taken up).
- (iv) 2 50 000 shares to Indian Mutual Funds (all were taken up). Balance 996 400
shares along with 25 100 shares not taken up under preferential quota was issued to
the public.
1996 - Bambino Food Industries Ltd. was amalgamated with the company. The
amalgamated company has changed its name from Jaya Food Industries Ltd. to
Bambino Agro Industries Ltd.
- 22 66 667 No. of equity shares of Rs.10 each issued to the shareholders of
erstwhile Bambino Food Industries Ltd. pursuant to the Scheme of Amalgamation
with the company.
2004
-Bambino Agro Industries Ltd has informed that the members at the Annual
General Meeting of the Company held on December 26 2003 has approved to
delist the company's equity shares from the Hyderabad Stock Exchange Mangalore
Stock Exchange Madras Stock Exchange and Delhi Stock Exchange.
Pasta is made from Durum Wheat Semolina, the (the only company in India
to do so) same category of wheat used for making Pasta the world over.
Pasta comes in many shapes - Penne, Spirali, Spaghetti & Ribbon Noodles

Product shapes :
PACK MRP (IN
PRODUCT
SIZE Rs.)
PENNE/SPIRALI 250g 30.00
PENNE/SPIRALI 500g 60.00
SPAGHETTI/RIBBON
250g 30.00
NOODLES
SPAGHETTI 500g 50.00

Key Officials:
Mr. M Kishan Rao Chairman / Chair Person
Mr. M Subramanyam Whole Time Director
Mr. M Raghuveer Director
Mr. Rajender Pershad Director
Mr. Mansoor Yar Khan Director