Integrated Marketing Communication

Horlicks Foodles

Nandini Sharma
Adnan Khan
Indrajeet Ratnaparkhi
Khyati Dhabalia
Avantika Sharma

Noodle Industry: Brief

History
Noodles

market is estimated at Rs.

1300 crores
Maggi-80% share with 25% growth rate
1984-Early 2009
Maggi pioneered the category and
made Indians like noodles.
Noodles became generic to Maggi.
Top Ramen (Indo Nissin) looked to be a
threat but died down.

Noodle Industry: Brief

History
Late

2009-Now
Launch of Horlicks Foodles (GSK2009)
Launch of Knorr Soupy Noodles
(HUL)
Launch of Sunfeast Yippee (ITC)
Re-branding of Top Ramen (Saina
Nehwal)

About the Product

Launched

in 2009
Market penetration aim of 6-10% by
GSK
Even after the launch in 2009
Foodles still remains in the
introduction stage of the PLC

Product Launch Plan:

Foodles
Launched

in South India in 2009

Extended in East India in March 2010
Finally rolled out to the rest of India
by July 2010
First Year Sales: 32 Crores
Market Share: 4%
Consumer Insight behind the Launch:
A mother does not want her kids to
eat Noodles

Positioning
ATTRIBUTE POSITIONING-(CLAIMS)

9 power vitamins

nutritious grains like wheat, rice, corn, ragi.

BENEFIT POSITIONING-(VALUE POSITIONING)

taller, sharper, smarter, funnier

USER POSITIONING
best for children and teenager.

COMPETITOR POSITIONING
foodles came with noodles plus.

Maggi too went on with taste bhi health bhi

USE / APPLICATION POSITIONING

parties, hungry, pleasure

QUALITY / PRICE POSITIONING

provides vitamins , nutrients at a very low cost

Segmentation and Targetting

Segmentation:

Upper middle class &

middle class families with kids.
Demographics: Age 5 to 25 years.
Geographical Targeting: Tier I, II & III
cities.
Demographics: Age 5 to 25 years.

Horlicks Brand in
Conflict?
Why

launch Noodles under Horlicks

brand name?
Will the brand extension not weaken
the equity of the mother brand
Horlicks?
Implications of these are yet to be
known

Advertising: Awareness
Initiatives
Significant

investments in advertisements have to

be made in order to compete with competitors
like Maggi , Top ramen & Yeppie
The parent companies of these brands i.e, Nestle,
ITC & Nissin have made high budget allocations in
order to build brand equity in the Indian markets
Celebrity endorsements could make a major
impact for the brand as they have done in cases
like Maggi (Amitabh Bachhan), Top Ramen Curry
(ShahRukh Khan)
We would recommend someone like Akshay
Kumar or John Abraham as the Brand Ambassador

Packaging Current packaging

compared to competitor

Advertising: Direct
Selling
Bundling

of Foodles with Horlicks for

better distribution and association of the
brand with Health
POS promotions: presence of the product
in different retail formats ranging from
kirana stores to hyper markets
Significant shelve space needs to be
acquired in order to compete with giants
like Maggi

Advertising: Sales Promotions &

Trials
Demonstration

stalls in malls and trade

shows
Online contests on social networks like FB
and Twitter
Sponsorships via
Movies
Events like IPL

Tie-ups

with

Airlines
Amusement Parks
Corporate Parks

New Packaging for

Foodles

Print advertisement

Estimated IMC Costing

Thank you