advertising campaign

GOT GAME ? BULL ’ S EYES LIGHT BULB SIGHTINGS TIKI’S DEBUT TIKI’S MANIFESTO !

WELCOME

TO THE RAMEN

REPORT

A collection of marketing strategies from the minds of Team 2.

Angela Gast / Lee Thach / Sara Huffman / Alysse Miller / Cara Bates

Top Ramen is an instant noodle soup produced, manufactured, and distributed by

Nissin Foods, whose valued price meal has had success with a number of target

markets in the U.S. over the past quarter century.

While Nissin has continued to experience volume growth with new

products, its

Top Ramen brand has been declining over the recent years due to market competition

from a number of new

competitive products such as Easy M

ac, Bagel Bites, and a

number of new

soup products and bargain meals.

The main objective of TR’s Brand Extension and marketing strategies is to extend

the Top Ramen brand, to differentiated itself from its competitor Maruchan, and to

create an experience, an euphoria, that will attract the em

erging “Millennial Generation.”

2

[1] History of Ramen

Origins………………….3

Categories……………..4

Gallery………………….5

Easy as ramen…….…..6

Global…………….…….7

Noodle Demand….…...8

[2] Soup Industry

W

hat is Soup………....9

For rich or for poor…..10

The future…………….11

[3] Company History

Momofuku Ando……..12

Nissin Food Inc………13

Company Timeline…..14

T H E R A M E N R E P O R T

3


“Ramen? What’s that ?”

� �� Ramen is a Japanese dish of noodles served in a broth, whose origins began in China 4000 years

ago. The given name “Lo-Mein”, which means boiled noodles, is popularly also known as Ramen,

the Japanese pronunciation/name for the tasty dish.

� ��The original dish came to Japan in 1872 with traders when the port of Yokohama was first open to

trade with China. Rairaiken, the first shop to solely dedicate itself to Ramen, opened its doors in

Tokyo in 1911. In the 1920s, when the Chinese Food boom hit, ramen became even more popular

and the first ramen stalls appeared.

� �� Noodles became hugely popular in Japan following the years after the Second World War, when

there was intense food storages. Noodles were seen as tasty, safe, non-perishable and soon became

a household item.

� �� In 1958, what brought the Ramen into an everlasting fame was the invention of Instant noodles,

by Momofuko Ando. Creating a pre-packaged bowl of ramen that only required a cup of boiling

water, made Ando a legend.

4


Categories

� �� Ramen are categorized into two different types based on their two main ingredients.

Noodles and Soup.

� �� Most ramens are made from four basic ingredients: wheat flour, salt, water, and

kansui (a type of alkaline mineral water), and come in a various shapes and lengths.

� �� Ramen soup are usually made from stock, based on chicken or pork combined with

other various ingredients such as beef and onions.

There are four basic type of ramen soup

Shouyu / Tonkotsu / Miso / Shio

� �� Souyu (Soy) is the original flavor and what you get if you don’t get a specific flavor.

� �� Tonkotsu comes from Kyushu and is made from pig bones.

� �� Miso Ramen originated from Hokkaido and is made from the same beans that go into

Miso soup.

� �� Shio (salt) is the least popular of the four main flavors, but the best for your waistline

because it has the least fat.

� �� The toppings (egu) that go onto of the ramen are usually Bean spout (Moyashi), Pork

slices (Chashuu), Dried bamboo shoots (menma), eggs (tamago), spinach, nori

(seaweed) and spring onion (negi).

5

Shoyu ramen Kitakata ramen Miso ramen Hakata ramen with Pork bone

Tokyo-style ramen Aburasoba

Tonkotsu ramen Tsukemen #1 Takayama ramen

“Ramen is best served hot. Two to

three minutes after the noodles

are off the stove, the flavor

deteriorates because the fatty

acids in the broth start to Oxidize,

giving off chemicals that block the

flavor of other spices and

ingredients in the bowl. This factor

is why Japanese people slurp their

noodles, which takes air into the

mouth and cools the noodles

down.”

(http://www.quirkyjapan.or.tv/ramen_nation.htm)

Tantanmen Noodles Hiyashi ramen

T H E R A M E N G A L L E R Y

6

It looks easy enough…

Ramen looks easy, but cooking it is another story. Unlike the pre-packaged version, Ramen

can take anywhere from several hours to an entire day to cook. Making the broth requires

constant attention to control the temperature, straining the broth, and making sure the

ingredients are added at the proper time.

It’s not as difficult as becoming a sushi chef, but becoming a ramen chef can be just as

daunting. Masters of the craft studies for years and well-known chefs have their apprentices

working day and nights to learn their craft.

It’s not just an obsession with the chefs, books, online websites, and films have been made,

all starring Ramen.

LITERATURE

‘The book of Ramen’ By Ron Konzak,. A short tome based on instant Ramen.

FILM

“The Ramen Girl”, 2008, starring Brittany Murphy, as a young American women

who travels to Japan to be with her boyfriend, only to get dumped, and spontaneously

apprentice herself to a stoic noodle master.

“Tampopo”, 1985, a widowed noodle chef named Tampopo is helped to become a

first class chef by a truck driver name Goro and friends.

Recipe exerpt from “The book of Ramen”

Rambalaya

1 pkg. ramen noodles, 1 small green pepper

2 pimentos, canned or 1 small sweet red

pepper

1 small onion, 1 cup mushrooms, large pieces

1 stalk celery, thinly sliced

1 tbsp. oil, 1/2 tsp. paprika, 1 tbsp. butter

Pre-heat oven to 300 degrees Fahrenheit.

Knead unopened package of ramen until

broken up medium.

In a small saucepan, boil noodles in 2 cups of

water for five minutes. When noodles are

done, put into a strainer, rinse with cold water

and let drain for a few minutes, shaking the

water out to make them as dry as possible.

Saute together mushrooms, onions, peppers

and celery. If you feel brave, add your

favorite hot chili pepper.

Mix all the ingredients together in a greased

baking dish. Bake covered at 300 degrees

Fahrenheit for one hour.

Serve with corn bread and salad. Also makes

a nice side dish to shrimp or crayfish.

O F C O O K S A N D O B E S S I O N S

7

POPULAR GLOBAL BRANDS

Argentina…..Sapporo Ichiban

Austrailia…..Maggi noodles, Indomie M

i

Goreng, Nissin’s Dem

ae Ramen, and Nong

Shim’s Shin Ramyun

Brazil…

……Miojo (Nissin Food Inc.) and

Maggi.

Canada…….Sapporo Ichiban and M

r.

Noodles

China………Ting Yi, Uni-President, Hwa-

Long

Denmark……Yum Yum, Mama

Belgium…….Aiki Noodles

Germany……Yum Yum, Nissin Cup

Noodles, and M

aggi

UK………….Pot Noodle, Batchelor’s

Super Noodles

India and Pakistan……..Maggi

Indonesia……Supermi

Malaysia and

Singapore…..Maggi

Philippines…Lucky me!

Saudi Arabia…….Indomie

Russia…….Rollton and Dosirac

Thailand…..Uni-President (Tong-Yi)

U.S.A……..Nissin Top Ramen and

Maruchan Ramen

Ethiopia…..Indomie

O U T O F J A P A N A N D I N T O T H E G L O B A L K I T C H E N .

POPULARITY

� �� Ramen has become a stapler in other countries and culture other than Japan. Factories that

make Ramen noodles are found not only in Japan and the U.S., but also, Europe, Korea,

China, Singapore, Thailand, Malaysia and Indonesia.

� �� Each country's Ramen noodles reflect their own particular flavor preferences. Korean

Ramen is highly spiced and often contains packets of black bean sauce. China makes Ramen

in Szechuan flavors. Thailand makes very thin, delicate noodles with very hotly spiced

packets. Japan prefers the flavor of seafood and mild spices. In the U.S. they are usually

available with meat flavors, mushroom flavors or mild spices often referred to as “Oriental

flavor”.

IMPACT IN THE U. S. A.

“My Parents and ramen put me through college. Not necessarily in that order.”

� �� Ever since Momofuko Ando brought the Instant Ramen to America in the 1970s, Ramen

has been a stapler in most of college life. Seen as something inexpensive, easy-to-cook, fast,

and economically valuable Ramen provided students with a cheap meal who have starving

bellies and starving wallets. Soon, Ramen became an culture of it’s own.

� �� The U.S. is rank fourth in terms of world wide

ranking of demand for instant noodles.

8

Nov.2007

Unit: 100 Million Packets

Region/

Countries 2001 2002 2003 2004 2005 2006

_________________________________________________________________________

1 China

Hong Kong 212.0 231.0 320.0 390.0 442.6 467.9

2 Indonesia 99.0 109.0 112.0 120.1 124.0 140.9

3 Japan 53.5 52.7 54.0 55.4 54.3 55.4

4 USA 30.0 33.0 37.8 38.0 39.0 34.0

5 Vietnam 11.4 17.0 23.0 24.8 26.0 34.0

6 South Korea 36.4 36.5 36.0 36.5 34.0 33.7

10 Brazil 10.4 11.9 11.1 11.5 12.6 13.8

12 Mexico 5.3 6.4 7.5 10.0 10.0 9.0

18 UK 2.3 2.5 2.6 2.6 2.6 2. 6

20 Germany 1.4 1.4 1.4 1.4 1.4 1.8

W O R L D W

I D E I N S T A N T N O O D L E D E M A N D S

How much ramen is exported

from Japan every year?

�Annual export volume: 87

Million meals

�Exported to 46

countries/regions

How much ramen is eaten

around the world?

�Worldwide annual

consumption 91.6 billion

meals

�Part of over 85 billions meals

every year

Marc

h is N

ational N

oodle

Month

9

What is soup?

� �� Soup is usually a savory liquid food that is made by combining ingredients, such as

meat, vegetables and beans in stock or hot

water, until the flavor is extracted, forming a broth.

� �� The act of combining various ingredient in a large pot to create nutritious, filling, easy-

to-digest, simple to make/serve food.

� �� Soup is the most general of terms which apply to liquid savory dishes.

Why the word "soup?"

� �� The etymological idea underlying the word soup is that of soaking.

� �� Post-classical Latin verb suppare soak', which was borrowed from the same prehistoric

German root (sup-) as produced in English sup and supper.

� �� From it was derived the noun suppa, which passed into Old French as soupe. This meant

both piece of bread soaked in liquid' and, by extension, broth poured onto bread.'

� �� Until the arrival of the term soup, such food had been termed broth or pottage. It was

customarily served with the meat or vegetable dishes with which it had been made, and (as

the derivation of soup suggest) was poured over sops of bread or toast (the ancestors of

modern croutons).

T H E S O U P I N D U S T R Y . . .

10

F O R R I C H O R F O R P O O R . . .

Why soup?

� �� It’s the perfect choice for both sedentary and traveling cultures, rich or poor, healthy

people or invalids.

� �� Soups was easily digested and were prescribed for invalids since ancient times.

Medicinal spices and herbs were added to various soups, especially if they were part of a

prescribed diet.

Kinds of Soups

� �� Stew, pottages, porridges, gruel…evolved according to local ingredient and taste. New

England chowder, Spanish gazpacho, Russian

borscht, Italian minestrone, French onion, Chinese won ton and Campbell's tomato...are

all variations on the same theme.

� �� "Cereals, roasted to make them digestible and then ground and moistened or diluted with

water to make a paste, either thick or thin,

did not become gruel or porridge until people had the idea and means of cooking them.

� �� Soup derives from sop or sup, meaning the sliced of bread on which broth was poured.

Until bread was invented, the only kind of thick soup was a concoction of grains, or of

plants and meat cooked in a pot.

� �� Gruel or porridge, a form of nourishment, in western countries was a luxury only eaten in

towns.

� �� The modern restaurant industry is said to be based on soup. Restoratifs (where the word

"restaurant" comes) were the first items served in public restaurants in 18th century Paris

serving broth [Pot-au-feu], bouillion, and consomme.

11

Advancement

� �� New advancements in science enabled soups to take many

forms...portable, canned, dehydrated, microwave-ready. "Pocket soup"

was carried by colonial travelers, as it could easily be reconstituted

with a little hot water.

� �� Canned and dehydrated soups were available in the 19th century.

These supplied the military, covered wagon trains, cowboy chuck

wagons, and the home pantry. Advances in science also permitted the

adjustment of nutrients to fit specific dietary needs (low salt, high fiber,

etc.)

� �� Advancement also allowed instant soup to be mass produced on an

industrial scale and are usually dried, canned, or treated by freezing.

T H E F U T U R E . . .

12

C O M P A N Y H I S T O R Y

FOUNDER

� �� Born on March 5, 1910, in Taiwan, Ando initially ran clothing companies in Taipei and

Osaka while he was a student at Ritsumeikan University.

� �� He was inspired to develop the instant noodle, when he noticed the long lines of people

waiting to buy freshly made ramen at the black market food stall, after WWII.

� �� In 1948, he founded Nissin Food.

� �� He wanted to create noodles that were tasty, inexpensive, and easy-to-prepare to help

with the aftermath of poverty after WWII. In 1958, he unveiled Chicken Ramen, the

world's first instant noodle product.

� �� His most proud accomplishment was the creation of a vacuum pack instant noodle

specially designed for Japanese astronaut Soichi Noguchi to eat during a mission aboard

the U.S. space shuttle Discovery, in July 2005.

� �� Ando retired from the chairman's post in June 2005 to serve as founder-chairman. His

son Koki, became the President of the company.

� �� He passed away at the age of 96 in 2007.

13

Company

� �� Nissin Food is an international name with a long line of successful ramen products,

producing sixteen flavors of it’s Top Ramen and Cup Noodles. Nissin also produces six

varieties of flavor including chicken, beef, shrimp, veg. and spicy chili.

� �� In 2006, Nissin sold 46.3 billion packs and cups around the world, earning $131

million in profits.

� �� Today, Nissin has a net sale of over $3.2 billion per year, operates 29 plants in 11

countries, and it’s product is sold world wide.

� �� Nissin Foods brought the instant, packaged noodles “Top Ramen” into the United

States in 1970, where it became a fixture in dorm rooms across college campuses and is a

favorite among the younger generations.

Current Leadership

President: K

oki

Ando

Director: K

en S

asa

hara

, H

ironobu N

agano

Executive Officer, Finance Director: Y

uki

o Y

oko

yam

a

Senior Managing Director: S

usu

mu N

aka

gaw

a

Managing Director: A

kihid

e M

ats

uo, Taka

yuki

Naru

to

Executive Director: T

aka

shis

a Y

anagid

a

Chief Director of sales, Director: Y

osh

inori

Miu

ra

N I S S I N F O O D I N C .

14

T I M E - L I N E

1958 Momofuku Ando establishes Nissin Food Products Co., Ltd. of Japan and introduces Chikin Ramen (Chicken Ramen), the first instant ramen

noodle, to Japan.

1970 Nissin Food Products Co., Ltd. establishes Nissin Foods (USA) Co., Inc. in Gardena, California. The Top Ramen brand is imported from Japan,

introducing instant ramen noodles to US consumers.

1971 Nissin Food Products Co., Ltd. invents Cup Noodle, a revolution in the industry that makes it possible to package, prepare and serve noodles all

the same container. Nissin also adds vegetable and meat varieties to its instant ramen noodle lineup.

1972 Top Ramen is first produced in the United States.

1973 Nissin begins producing and selling the highly popular Cup O' Noodles in the United States.

1976 Oodles of Noodles bag ramen introduced.

1977 Nissin Foods' Lancaster, Pennsylvania production facility opens.

1978 Nissin Foods offers new Top Ramen and Cup Noodles (Cup O' Noodles renamed Cup Noodles in 1993) .

1998 Cup Noodles Hot Sauce Varieties introduced (Beef, Chicken, Shrimp)

2000 Oodles of Noodles name changed to Top Ramen, giving Nissin Foods a truly national brand.

2003 Chow Mein launched as a meal or side dish of stir-fry type noodles and vegetables.

2004 Cup Noodles Souper Meal launched as a hearty microwavable meal.

2005 Nissin Japan invents a noodle that is edible in Space, “Space Ram”, which is later carried aboard the Space Shuttle Discovery.

2006 Noodle Soup is introduced - the first pasta type, microwavable, instant soup from Nissin Foods.

2007 Cup Noodles Premium is introduced as the gourmet extension of our classic Cup Noodles. Reduced-fat and reduced-sodium Choice Ramen

products hit shelves, satisfying consumer demand for a healthier ramen alternative.

15

[1] The Different categories

[2] Verses

Campbell Co…………17

General Mills…………18

Unilever…

…………….19

H.J. Heinz…

………….20

Maruchan…………….21

Thai Kitchen…………21

Kraft /

Other competitions….22

[3] Market-shares

[4] Top Ranking

[5] Current Product

Placement

[6] SWOT

[7] Trends

G O T G A M E ?

16

T H E D I F F E R E N T T Y P E S O F S O U P S

Competitors and Leaders

Soup Category

� �� Campbell Co.

� �� General Mills

� �� Unilever

In 2006, the leading companies in the

soup category was Campbell Co.

Second, H.J Heinz. Third, Unilever.

Ramen Category

� �� M

aruchan

� �� Thai Kitchen Instant Noodle

Non-Soup/Ramen Category

� �� Kraft

� �� Other Convenience

products: Easy M

ac, Hot/Lean

pockets, Bagel Bites, Frozen Pizza,

Microwavable dinners and other

products that focuses on lower carbs.

and sodium.

In the Soup Industry, soup is divided into five categories

�Ready-to-Serve

(canned or refrigerated soup that does not require additional ingredients).

�

Condensed Soup

(that can be used in recipes or needs to have water or milk added).

�

Dried Soup Mix

(dehydrated and require the addition of water to cook).

�

Bouillon

(square or powder that can be used either to make stock or as an ingredient).

�

Frozen soup

(which needs to be defrosted and reheated but requires no additional ingredients).

�

Ramen

(packaged, dried, Asian-style noodles).

17

� �� Flavors…

� �� Soup at hand 10.75oz (sipable)

Velvety potato

creamy tomato

creamy chicken and stars

cream of broccoli

chicken with mini noodles

clam chowder

classic tomato low sodium,

Italian style wedding

vegetable medley,

Vegetable

beef.

�Leadership…President and CEO, Douglas R. Conant, as of 2001.

�History…Campbell is a $7.9 billion global manufacturer of high-quality consumer food product.

Brands which includes: Godiva, Pepperidge Farm, Prego, Pace, V8, and SpaghettiOs and of course,

soup.

�Each year, nearly 90% of American households purchase Campbell’s soup and on avg. consumers

stock eleven cans of Campbell in their pantries at all time.

�70% share of the U.S. wet soup market.

�60% market share in the $4 billion dollar soup market.

�Campbell sells almost three billion cans of soup every year.

�Advertising Age estimated global measured advertising expenditure of $467m in 2006, making

Campbell's the world's #68 advertiser

�Their larges customer is Wal-Mart, and their product is sold to grocery store, convenience stores,

club warehouse and other retailers.

�Fiscal 2007, Company’s capital expenditures was $334 million. The company expects to spend

$400 million for capital projects in 2008.

�Marketing and Selling expenses increased was due to higher ad and consumer promotion.

16.8% in 2007

16.7 % in 2006

16.3 % in 2005

�Online: Recipes, nutrition and wellness information.

�Contribution: labels for education program, partnership for health benefits such as the red dress

heart disease and pink ribbon breast cancer.

�Based in Camden NJ, the company employs 24,000 people and reported sales of $7.3 billion in

2006.

C A M P B E L L C O .

18

G E N E R A L M I L L S .

�Leadership…CEO: Kendall Powell, succeeding Steve Sanger at the end of the fiscal year in

May 2008

�History…Began in 1860s with two flour mills. by 1960s, General Mills was producing

beloved children’s product like Play-Doh and Nerf balls before they became involved with

memorable characters such as Betty Crocker and the Pillsbury Doughboy.

�Since then, General Mills’s focus has been on food.--- “making lives around the world

healthier, easier, and richer.”

�General Mills manufactures breakfast cereal, yogurts, baking mixes, dinner mixes, fruit snacks

and grain snacks, among other products.

�With their soup brand, Progresso, GMC holds 12% of the total soup market share and 30% in

the ready to serve category. (2005)

�Partners with Weight watcher.

�In 2007, the Minneapolis-based company employed 28,100 people and reported sales of $12.4

� �� Classic Flavors:

Beef and Veg

Beef and Baked Potato

Beef Barely, Potato, Broccoli and

Cheese Chowder

Carb Monitor chicken,

Chicken and Dumplings

Veg Classic:

Creamy Mushroom

French Onion

Garden Veg

Green Split Pea

Rich and Hearty:

Beef Pot Roast

chicken and home-style Noodles

chicken Pot Pie

Microwave bowls:

Chicken Noodles

Chicken Wild Rice

Lentile,

Minestrone

Italian Style Wedding,

Veg,

Beef and Veg.

19

�

Leadership…President Alan Jope, Vice President Michael Polk.

�History…Unilever began in 1890s with W

illiam Hesketh Lever and Sunlight

Soap, that revolutionized and popularize cleanliness and hygiene in Victoria,

England.

Time flew and before the company knew it, it had crosses three centuries.

�Since then, Unilever has become a multi-national corporation with brands in

food, beverages, cleaning agents, and personal care products.

Owned Brands: Amora, Axe, Becel, Bertolli, Blue Band, Calve, Clif, Close up,

Comfort, Country Crock, Domestos, Doriana, Dove, Flora,

Heartbrand, Hellmann, Knorrs, Lifebuoy, Lipton, LUX, Omo,

Ponds, Radiant, Rama, Rexona, Signal, Slim-fast, Sunlight,

Sunsilk, Surf, Vaseline, Wishbone.

�Unilever leads in the dry soup and bouillon soup category. (see market-

shares)

�Unilever employs 180,000 people and has a revenue of 58.5 billion in 2008.

U N I L E V E R

20

�Leadership…CEO William R. Johnson

�History…Founder Henry John Heinz started the company in 1869 with his first product,

horseradish.

�Since then, Heinz is the most global U.S. food base company with brands holding number

one and number two market position in more than 50 countries.

�H.J. Heinz has over 110 major locations worldwide, with leading brands on sex countries.

�The Heinz brand is a $2.5 billion global icon and it’s top 15 power brands account for two-

thirds of annual sales.

�Meal and Snack frozen Food: represent more than $2 billions in sales.

Som

e bra

nds in

cluded

: O

re-I

da, Bagel

Bites

, H

otb

ites

, Bost

on

Mark

et h

om

e st

yle

fro

zen m

eals

and sid

e dis

hes

, and S

mart

Ones

. T.G

.I F

riday,

Wei

ght watc

her

s.

�Other brands included: Jack Daniel’s and Linda McCartney.

H . J . H E I N Z

21

�Leadership…Chairmen: Kiyoshi Fukagawa

�History…Translated, Maruchan means “little maru” rival ramen

company to Nissin, Maruchan has enjoyed being the leader

in the Instant Ramen Category.

�Flavors include:

B

eef

C

hed

dar Chee

se

C

hic

ken R

oast

C

hic

ken C

aju

n

C

hic

ken C

ream

y

C

hic

ken C

ream

y Pes

to

C

hili-H

aben

ero w

ith S

hrim

p

C

hili Lim

e

C

urr

y Chic

ken

C

hic

ken M

ush

room

H

ot &

Spic

y Chic

ken

H

ot &

Spic

y Bee

f

H

ot &

Spic

y Shrim

p

J

ala

peñ

o C

hed

dar

L

ime

Shrim

p

M

ush

room

O

rien

tal

P

ork

R

oast B

eef

S

hrim

p

T

om

ato

(disco

ntinued

in 2

003)

V

eget

able

�

Manufacturer: Maruchan Inc (Division of Toyo Suisan)

�Leadership…Seth Jacobson

�History…Thai kitchen was founded in 1989 when Seth Jacobson

made his first trip to Asia. Thai kitchen offers everything the

American Consumer is seeking: taste, quality, authenticity…the best o

of Thailand.

Favo

rs: Stir-

fry

noodle

s Pad thia

- 9oz. B

ox

3.2

9

Chili stir fry

-6oz. B

ox.

3.2

9

Pea

nut stir-fry

- 5.5

oz. b

ox

3.2

9

Curr

y stir-fry

-7.3

oz. B

ox

3.2

9

Toasted

ses

am

e-5.5

oz. B

ox

3.2

9

Lem

ongra

ss a

nd c

hili - 5.3

oz. b

ox 3.2

9

Savo

ry g

arlic

-5.3

oz. B

ox

3.2

9

I

nstant rice

noodle

soup

Bangko

k-1.6

oz. P

ouch

0.9

9

G

arlic

and v

eg-1

.6oz. P

ouch

0.9

9

Lem

ongra

ss a

nd c

hili-1.6

oz. P

ouch

0.9

9

Spring o

nio

n-1

.6oz. P

ouch

0.9

9

Thai gin

ger

-1.6

oz. P

ouch

0.9

9

Ja

smin

e rice

mix

es- 8oz box

2.6

9

Ric

e noodle

sop b

owls- 2.4

oz bowl 2

.19

D

ry ric

e noodle

s- 1

4oz box

2.6

9

Noodle

carts-

2.2

5oz box

2.2

9

�Prices range from $2.00- $40.00 (for the large

dinner kits) all can be ordered online.

M A R U C H A N T H A I K I T C H E N

22

K R A F T S A N D O T H E R C O M P E T I T O R S

KRAFTS INC

�Leadership…CEO Irene Rosenfeld

�History…Kraft Foods began in 1903 with J.L. Kraft. Since then, Kraft has become the second largest food and beverage company in the world. In the

United States, Kraft or Kraft subsidiary brand foods can be found in 99 percent of households.

�The company sold over $34.36 billion worth of goods and employed over 90,000 people in 2006.

�Kraft Foods spun off from Altria Group (formerly Phillip Morris) and became its own public company in 2007.

�Kraft manufactures and market retail food products that spreads over five consumer sectors: snack, beverages, cheese, grocery, and convenient meal

(frozen pizza, packaged dinner).

�Brands includes

Easy

Mac,

Osc

ar M

aye

r D

eli Cre

ations, S

outh

Bea

ch L

ivin

g, Kra

ft B

istro D

eluxe

, O

reo, Sple

ndip

s, C

rystal light, G

ard

en H

arv

est Toasted

Chip

s,

Tass

imo, D

igio

rono U

ltim

ate

, Cote

d’O

r, O

scar M

aye

r Cen

ter Cut Baco

n, Ritz

OTHERS COMPETITORS

Swanson, Michelina, Hungry Man, Lean Cuisine…

23

WET SOUP M

ARKET

MARKET SHARE (%)

_____________________________

CAMPBELL SOUP CO….58.18 %

GENERAL M

ILLS……….22.53 %

CONAGRA INC……………3.58 %

DEL M

ONTE FOODS……..2.93 %

COUNTRY GOURMET

FOODS…………………….1.98 %

PVT. LABEL……………....5.81 %

WET SOUP M

ARKET

MARKET SHARE (%)

_____________________________

CAMPBELL SOUP CO….84.48 %

SNOW‘S/DOXSEE

INC……………………….0.51 %

HORMEL FOODS……….0.25 %

DEL M

ONTE FOODS……0.25 %

PFC FOODS OF

OREGON………………….0.23 %

PVT. LABEL…..…………13.09 %

M A R K E T - S H A R E S

MARKET SHARE (%)

_____________________________

MARUCHAN………..….56.48 %

NISSIN FOODS……… ..33.5 %

UNIO

N INC…..………….2.77 %

EPICUREAN INTL………1.23 %

KIK

KOMAN

INTL……………………….0.76 %

PVT. LABEL…..……………2.1 %

* share of the total soup market

____________________________________________________________________________________________________________

READY-TO-SERVE 4

6.6

3%

* CONDENSED 3

2.1

6%

* RAMEN 8

.63%

*

24


MARKET SHARE (%)

_____________________________

UNILEVER……………….47.72 %

BEAR CREEK

COUNTRY…………………8.91 %

H J HEINZ…………………8.09 %

SUPERIO

R QLTY

FOODS……………..……..3.18 %

FANTASTIC

FOODS…………………….2.6 %

PVT. LABEL……………....7.54 %

MARKET SHARE (%)

_____________________________

HARRYS FRESH

FOODS…………………….7.91 %

CAMPBELL CO …

………..6.34 %

KETTLE

CUISINE….…

.……………1.84 %

JUICE HARVEST…………..0.9 %

SAKURA NOODLE …

…….0.85 %

PVT. LABEL……………....76.5 %

MARKET SHARE (%)

_____________________________

UNILEVER……………….40.98 %

H J HEINZ …

……………..23.7 %

HORMEL

FOODS….…

………………15.49 %

NESTLE USA

INC…………………..……....6.4 %

GOYA FOODS

INC………………………….3.99 %

PVT. LABEL……………....7.62 %


____________________________________________________________________________________________________________

DRY SOUP 7

.77%

* BOUILLON 2

.91%

* RFG FRESH SOUP 1.2

6%

*

25


MARKET SHARE (%)

_____________________________

PATTERSON……………….26.29 %

PHILIPS FOOD …

………….17.3 %

INTERNATIONAL FROZEN FOODS

Llc….…

………………………8.2 %

BAY STATE CHOWDA

CO…………………..…..…....7.45 %

NORTH PACIFIC

CANNERS…………….…

…..4.63 %

PVT. LABEL……………....12.04 %


_________________________________________________________________________________________________________

Fz Soup 0

.64%

*

26

IRI- Tracked Sales of Soup by Product Categories (2000-2004) in $ millions

According to SMRB Fall 2004 survey, 83.5% of the total population used the traditional canned or jarred soup & broth

while 57.4% used dry soup/lunch mix & dry bouillon.

Sub-Categories

2000

2001

2002

2003

2004

RTS W

et Soup

1,443.20

1,598.57

1,651.49

1,718.07

1,747.49

Condense W

et Soup

1,416.74

1,358.40

1,274.64

1,216.00

1,205.17

Ramen

343.58

361.18

336.50

334.64

323.54

Dry Soup

310.53

309.76

309.65

300.45

291.00

Bouillon

117.56

115.68

112.54

111.93

109.21

Rfg Fresh Soup

14.10

12.78

11.59

21.08

47.26

Frozen Soup

17.94

20.69

22.07

24.02

23.86

Total

3,663.66

3,777.07

3,718.49

3,726.19

3,747.53

27

Marketing Position

Nissin is among the top 20 in the global food and drink

industry in terms of sales, but is ranked fourth in terms of

net profit. In the global market, Nissin holds a 9% share in

the instant noodle market.

Market Share of Soup Product Categories, 2000-2004 (%)

Sub-Categories

2000

2001

2002

2003

2004

RTS W

et Soup

39.39

42.32

44.41

46.11

46.63

Condense W

et Soup

38.67

35.96

34.28

32.63

32.16

Ramen

9.38

9.56

9.05

8.98

8.63

Dry Soup

8.48

8.20

8.33

8.06

7.77

Bouillon

3.21

3.06

3.03

3.00

2.91

Rfg Fresh Soup

0.38

0.34

0.31

0.57

1.26

Frozen Soup

0.49

0.55

0.59

0.64

0.64

Total

100.00

100.00

100.00

100.00

100.00

28

Overall Top Ranking

1. Campbell Soup Co

2. General Mills

3. Unilever

4. Maruchan Inc

5. Nissin Food USA

6. ConAgra Inc

7. Del Monte Foods

8. HJ Heinz Co

9. Country Gourmet Food

10. Bear Creek Country Kitchens

11. Hormel Foods

12. Health Valley Natural Foods

13. Private Label

14. All Others

* In terms of revenues and market share

29

CVS DRUG STORE

________________________________

1st shelf…

Campbell’s basic soups

Price Range: $1.99

________________________________

2nd

shelf

Campbell’s Select and Chunky

Price Range: $2.98

________________________________

3rd

shelf

Progress

Price Range: $2.50-3.00

________________________________

4th

shelf

Progresso and Campbell’s To-Go

Price Range: $1.99-$2.19

________________________________

5th

shelf…

Maruchan

Price Range: $2/1.00-.99

______________________________

C U R R E N T S H E L F - P L A C E M E N T S

30


WALGREEN

__________________________

1st shelf

Progresso and Campbell’s


________________________________

2nd

shelf

Maruchan, Campbell’s, & Healthy

Choice

Price Range: $4/1.00 or .29 $1.00-3.00

________________________________

3rd

shelf

Kraft & Chef Boyardee


________________________________

4th

shelf

Maruchan, Thai Kitchen, Simply Asia

Price Range: $2/2.00 or 1.19-2.29

___________________________________

31


RITE AID

________________________________

1st shelf

Campbell’s basic and to-go soups


________________________________

2nd

shelf

Campbell’s Select and Chunky


________________________________

3rd

shelf

Progresso

Price Range: $2.59

________________________________

4th

shelf

Top Ramen

Price Range: $8/ .96 or .25 ($1.19-

1.79)

________________________________

5th

shelf

Nissin Cup Noodles

Price Range: $.50

32

S W

O T

Strength compared to the Competition

�Inexpensive

�Easy-to-make

�With the 1958 launch of the Chicken Ramen, the world’s first instant Noodles, Nissin has pioneered several innovative food

concepts, such as the Ramen Cup, which has given them a significant, first-mover advantages.

�The company has effectively leveraged its pioneering status by taking an active role in the overall instant food industry, which

gives it substantial publicity part from lending it lobbying power. For instance, Nissan has founded the Instant Food Industry

Association and the International Ramen Manufacturers Association, which gives a blueprint for fair competition and product

quality. Nissin also runs a ramen museum in Japan, showcasing the history and other aspect of instant noodle making.

�Financial Performance….Nissin processes a sound financial structure, characterized by a mostly debt-free balance sheet and strong

cash flow protection. It procures most of its ingredients and materials from low-cost overseas markets, which help it maintain a

competitive cost position.

33

S W

O T

Weakness compared to the Competition

� Not as widely distributed

� Low shelf spaces

� Not as visible

� Often confused with Maruchan

� Not advertised enough

Opportunities

�More advertising

�More prominent shelf space

�More innovating packaging design

Threats

� Other convenient products

� Soups competition

� Ramen competition

34

T R E N D S I N T H E M A R K E T

In the Soup M

arket

�Prices have risen in the last few years in the soup market due to rising cost of gas needed to transport them from one place to

another was well as rising cost in agricultural ingredients, such as corn, peas, and other vegetables.

�More consumers are looking for healthier alternatives so, many brands are creating/packaging their soups with less sodium and

more vegetables, low carbs, and organic ingredients.

�There is a demand for flavor enhancement and easy to prepare ingredients, contrasting and complex yet familiar favors.

�Consumers want a variety in flavor. Different styles of soup under one brand.

� �� I.e. Campbell’s Chunky, Select, …

�Consumers also look for modified, convenient; more portable containers, easier to open lids, sipable, or microwaveable soups.

� �� 49% consider either “microwavable” or “quick”

� �� I.e. Campbell’s “Hands on the go”

� �� More innovative packaging.

In the Soup Category

�Cause-brand alliances, such as well-known causes, improves perception of brands

�Because it can be cooked quickly and is easy to transport, Instant Ramen makes the ideal food material for international

disaster relief and aid work.

35

W H E N D O C O N S U M E R S C O N S U M E ?

By Season

� �� During cold winter months, varies by region.

� �� Restaurant patrons order and consume more soup during the spring and fall months than they do during winter.

� �� Summer has the lowest rate of soup consumption.

Time of day

� �� As main course for lunch

� �� Late afternoon

� �� As side dish with dinner or as base ingredient of the main course

Illness

� �� Sipping warm soup can clear sinuses due to the steam ventilating into the nasal passages, serving as a natural decongestant,

which could relieve cold and flu symptoms.

Weight

� �� Watching/attempting to lose weight

36

[1] Target Market

Personality…

…………37

Likes/Dislikes…………38

Technology…

…………39

Cash Capital…………..40

Eating Habits……….…

41

Dinning Out…………...44

Trends………………....46

B U L L ’ S E Y E

37

P E R S O N A L I T I E S . . . W

H O A R E M I L L E N N I A L S ?

�Generation born between 1980 and 2000

�Also known as the Echo-Boomers, Generation Y, Teens, or Tweens.

�75 million in pop.

�Celebrate diversity, optimistic/realistic, inventive, individualistic, rewrite the rules, killer

lifestyle, irrelevance of institution, Internet, assume technology, multitasks, nurtured.

�High performance and high maintenance. They believe in their own self-worth.

�They set the new trends in style, fashion, music, and most importantly food.

�Typically team-oriented, banding together to date and socialize rather then pairing off.

They’re good multitasked, having juggled sports, school, and social interested. They

acknowledge and respect positions and titles and want a relationship with their boss

�By 2010, Millennials will outnumber both Baby Boomers and Gen-X.

�They are Tech Savvy with the increasing number of media channels: internet, instant

messaging, email, social networks, chatrooms, ipods, cellphones, MP3 players, P2P

network works, video games…

�College age Millennials are mobile and independent

�Elementary, secondary and high school population are still reliant on food prepared at

home

38

W H A T M A K E S E M ’ T I C K ?

Likes……… multimedia mashup, free content, telecommuting

Dislikes……mass-marketing, beaten paths, office space culture

Hobbies……Goggling, social networking, supporting a cause

Hangouts…..Mypsace, Second life, Face book, Mom and Dad’s place

Wallet……… $1 trillion at their disposal

Millennials represent 25% of buying power in the US economy

Habits……… do most of their shopping online, this generation is learning spending and

saving habits now

Trends………Americans are becoming more ethnically diverse

Active

Subcultures…Latino, Hispanic

Education……Millennials are facing a much higher education cost then their predecessors

39

A T W

E L V E - Y E A R - O L D C O U L D D O I T . . .

Connecting to the Net Generation: What higher education professionals need to know about today's

students, NASPA; First edition (March 29, 2007) Reynol Junco and Jeanna Mastrodicasa

Survey of 7,705 college students in US

�97% own a computer

�94% own a cellphone

�76% use Instant Messaging

�15% of IM users are logged on 24 hours a day/7 days a week

�28% own a blog and 44% read blogs

�49% download music using P2P file sharing

�75% of college students have a face book account

�60% owns some type of portable music/video device like ipods.

40

C A S H C A P I T A L

“Generation Y…spends about $13-

27 billion annually, only 10+% of

those dollars are directed towards,

food, mostly soft drinks, snacks,

cookies, confections, and fast food.

However, kids exert significant

influence on spending across

virtually all food categories, epically

cereals, main meal item

s, and

snacks.”

“Here comes the Millennials!”

Leslie Skarra, Carol Cronk, and Audrey Nelson.

Money

�College bound students are either paying for everything themselves and have

no money to spend on expensive food. They are living off of ramen and other

cheap, quick food sources. Or their parents are paying for everything and they

have an expendable income.

�College bound students are always in a hurry and need a quick food source

�18-25 year olds that do not attend college, live on their own and are living pay

check to pay check.

�This generation is learning the spending and saving habits now.

Who buys the food for the young Millennials?

�Purchasing/List writing is done by the mothers of the Millennials

�Women are more prone to seek and compare, imagine and envision,

enjoys spending time shopping and enjoy the experience

�They also enjoy taste, texture sampling, aromas, color, sounds bites, etc.

�Reference: “W

hy we buy: Science of shopping”

41

M I L L E N N I A L E A T I N G H A B I T S [ 1 ] 2 3

Who ……..The percentage of working women has gone up from 43.3% in 1980

to 63.6% in 2005. A survey by National Pork Producers Council

reported that almost three-quarters (72%) of teenagers help at least

once a week with meal preparation out of which 17% make the entire

meal, 20% prepare just the main dish, 31% fix side dishes, and 36%

indulge in grocery shopping.

What …….Indulging in exotic foods from childhood, today's children are savvy,

confident and opinionated about what they will eat.

75% of kids have friends of different race or ethnic origin.

For urban teens, these ethnic foods are often authentic versions.

A wide range of foods are accepted and expected.

It is not unusual for different family members to eat different foods at

the same meal.

42

M I L L E N N I A L E A T I N G H A B I T S 1 [ 2 ] 3

When …

….Older segment of the Millennial generations do not have a set meal time.

They do not eat traditional food during traditional meals.

Younger segment likes to eat snacks throughout the day.

75% of kids eat with their parents on a regular basis

There is no longer a fixed time for dinner.

Dinners are prepared between 4 and 7 p.m. however, dinner can expand to

10 p.m. due to activity-entrenched families and separate eating times.

Where …

….W

ork School and at home.

Why …

….The most popular foods are often the basics that can be easily customized:

pasta, baked potatoes, chicken and salads. Parents are willing to oblige the

customization requests as they strive for fewer dinnertime battles.

Millennials help with food preparation because procuring and preparing food/

meals helps kids feel independent.

43

Types of meal consumptions:

3% “Gourmet”

18% Traditional meat and potatoes

home-cooked meals

18% Take-out

61% Microwavable/quick cook

meals

M I L L E N N I A L E A T I N G H A B I T S 1 2 [ 3 ]

How …

….To go - More than half of the time, people are eating Campbell's soup in

microwavable cups or bowls outside the home. We are extracting that Ramen

consumption would follow a similar pattern.

In-home - Kids are capable, confident and creative around food. Even kids

who say they don't care about cooking are comfortable in the kitchen

preparing convenience-oriented foods. When asked where they learned to

cook, many said "

on the

box.

"

Type …

……..Bre

akf

ast

…“M

illennials would prefer to have breakfast foods available all

day and may not necessarily eat those foods during the morning breakfast

hours”

Lunch

…“Lunch is more hectic, so Millennials grab what they can on the go.

They tend to look for fast, portable foods in the afternoon.”

Din

ner

…“Supper and late-night snacking choice are often driven by social

activities. Millennials are attracted to places that provide value, choice, and

a hang-out atmosphere.”

44

D I N I N G O U T [ 1 ] 2

When Millennials dine out, they do so for social occasions, meal times, and snacking purposes. The restaurants they choose

are places where they could celebrate, meet up with people, and re-energize. “Their goal is to fill-up, re-fuel, or satisfy a

specific craving.”

“M

ille

nnia

ls w

ant a c

om

fort

able

pla

ce w

her

e th

ey c

an c

onnec

t w

ith thei

r fr

iends and fam

ily.

They

see

k an e

nvi

ronm

ent w

her

e th

ey

can share

, re

ceiv

e good v

alu

es, and c

ust

om

ize

thei

r fo

od c

hoic

e.”

Types of restaurants Millennials often travel to.

1

Cool, hip dining environments: They anticipate exciting menu options, interesting

décor, lots of choices and a relax environment.

2

Casual dining: they look for a comfortable place to spend a weeknight or weekend

where they can kick back and watch the game or have a few drinks with their meal.

3

Nice, expensive establishment: they expect friendly customer service, gourmet

select and small portions when they spurge and treat themselves.

45

D I N I N G O U T 1 [ 2 ]

Three requirements that Millennials look for…

value, cool factor, and convenience.

Value……….. “Typically, Millennials are on a budget. Therefore, they want the most bang for their buck. They

look for places that serve big portions or smaller inexpensive plates. They like variety, but they value large

portions.

They feel most satisfied when they leave feeling full. Coupons, specials, and all-you-can-eat features

attract a good population of Millennials.”

Cool factor…

.“Millennials go to restaurants that are popular with others their age. They look for places that have age-

appropriate music, a modern environment, and a unique atmosphere where they can kick back with

friends.

Convenience.. “Anything that’s open when they’re looking to eat is a must. Millennials love the night life and often seek

to end their evenings snacking with friends.”

Source: New American Deimensions Qualitive Reaserch 12/06

46

C U R R E N T T R E N D S B A S E D O N M I L L E N N I A L S N E E D S A N D A T T I T U D E S

Flavor…

… Tang attributes a significant sales increase to three new flavors: Fruit Frenzy, Orange Uproar and Berry Panic.

Color…

…..Heinz has new "kid" ketchup in green and red varieties in a new, more squeezable, "kid-ergonomic" package.

Cheetos Mystery Colorz Snacks is a cheesy, neon orange product that magically turns your tongue either blue

or green when eaten.

Edgy

Attitude…. RC Edge has extra caffeine, is cobalt blue and contains Indian ginseng and taurine, an energy boosting amino

acid. Red Bull is a beverage in a unique slender can that boosts energy due to its caffeine content.

Form…….. Kraft Polly-O Twisterellas are individually wrapped, twisted strings of tasty cheddar and mozzarella cheeses.

Polly-O, the spokes-parrot says it's "an excellent source of calcium!" Yoplait Go-Gurt Portable Yogurt comes

in squeezable tubes rather than cups for portability. Flavors include Watermelon Meltdown, Berry Blue Blast

and Chill Out Cherry.

Image…....Yoplait Expresse is a more "adult" or "sophisticated" version of Go-Gurt. AriZona Green Tea with ginseng and

honey comes in single-serve boxes and one-gallon containers. Both products are displayed adjacent to

similar Hi C products in the store.

Promotion

Ideas……. Bagel Bites' growth over the last two years is credited to tween-oriented ads on WB, MTV and Fox networks featuring

world champion skateboarder Tony Hawk and a contest. Kellogg's offers SchoolPop.com with a secret code in specially

marked boxes, which kids use when they log on to EetAndErn.com. They can "trade points for stuff" on the website.

47

L I G H T B U L B !

48

Brand Idea… A satisfying and convenient meal that is extremely affordable and versatile…

49

C U R R E N T A D V E R T I S I N G L A N D S C A P E

Pre-teen.…

………………………….........TV, Print emphasizing snack and cereal foods, granola bars, pop-tarts, rice

treats

Teenager/College………………………..snack food and power foods, muscle and energy supplements. Little

attention is

paid to health, this is generally something the mother looks after. Coupons

appear in materials directed towards buyer, not in as for younger

audiences.

How to advertise to Millennials? …

…..Place ads in odd place. (Campbell soup advertising on parking meters)

Coupons on the back of recipes.

Add controversy or entertainment to the message

(Coca-cola hired movie director to film commercials)

Mascots help build brand awareness

Non-traditional media.

50

[1] Geographic

Where Top Ramen would advertise.

[2] Supermarket packaged deal

Cart Ads……………53

Floor Media………..54

Co-Branding/

Recipe Stickers……55

[3] Internet Web banners

[4] Google W

ords

[5] New W

ebsite

[6] Placement

Television……………59

Anime Convention… 60

M E D I A S I G H T I N G S

51

Kroger, Wal-Mart, Food Lion and

Winn-Dixie are store chains located

around/in the U.S. that have more

than $2 million plus in sales.

Having the most foot-traffic, these

chains were chosen as premium

location in which to advertise our

product.

G E O G R A P H Y

�Blue…

..Kroger (660 and 517)

�Orange…

…Wal-Mart (374)

�Pink……Food Lion/Del Haize

America Inc. (88)

�Green…..Win-Dixie (374)

52

S U P E R - M A R K E T R A N K I N G

53

Period Run: April 2009

Ad Length or Size: 7 ½ ” x 5 ”

Audience/ Circulation

Nationwide, supermarket media reaches

an audience of 167 million Americans,

who on average spends about 11.5 hours

per month in the store.

Reach or coverage

Food Lion Supermarkets reaches 10

million consumers per week

Kroger Supermarket reaches 110

millions consumers per week

4 week reach/frequency

Food Lion 10 million x 4 =

40 millions consumers

Kroger 110 million x 4 =

440 million consumers

Budget

$800 per store for a four week cycle.

Begin with 35 grocery carts in each

target market.

Test Market

( # 88 of stores ) Food Lions.

Total = $70, 400 + Labor cost

( # 212 of stores ) Kroger.

Total = $169,600 + Labor cost

S H O P P I N G C A R T S

Media Outlet

Shopping carts in local grocery stores or chains in which Top Ramen is sold.

Media Objective/Goal

1.To reach the target audience during the period of highest buying decision.

2.Increase the market-share by 30 %.

3.To become the market leader in the Ramen Category.

Media Rationale

1.Millennials hate being mass marketed to. They have TiVo to skip through commercials,

banner blocking software, and many other ways to get around advertising. By having ads

located on the grocery carts, ads would be less intrusive and more subliminal. The message

you’re trying to convey will get seen repeatedly, and will sink in the consciousness of the

consumer.

2. Grocery cart ads get the message seen by 80% of the people that live within a 5 mile

radius of the grocery store. They get seen at an average of 2-3 times weekly. No other media

has this kind of reach and frequency for the reasonable rate for ads.

54

Run Period: Nov. 2008

Category exclusivity is provided in a

four-week cycle. Most floor ad

campaigns revolve around the holidays

and seasons. An ad for a Top Ramen

recipe, for example might work for the

weeks leading up to Thanksgiving in

November or through the cold, winter

months, when consumers are looking to

buy something to warm their bellies.

Length or Size

4 square foot Ad ( 2 x 2 )


According to News American

Marketing, the avg. audiences is 17.8

millions household. and the avg. grocery

store reaches 2,300 to 8,000 shoppers

per week, depending on the store.

Floor Ads are usually placed after

retailers agree to give the company

creating the advertisements, the right to

sell the floor space for a slice of the

profit from the ad.

F L O O R M E D I A

Media Outlet

Floor Media in grocery stores that carry Top Ramen


1.To get consumers at the-point-of-sale to purchase Top Ramen.

2. To increase volume sales of Top Ramen by 10%.

3. To increase brand awareness.

Media Rationale

1.According to Point-of-Purchase Advertising International and the Advertising Research

Foundation, the avg. impressions of a floor advertisement is about 6,000 each week. Point-

of-purchase sales generated for products increased range from +2 to +65 percent and

impacts of sales for promoted products increased from 12 to 18 percent.

2. 71 % of brand purchase decisions are made at the grocery store, so floor ads also serves

to increase

brand

awareness.

55

C O - B R A N D I N G / R E C I P E S T I C K - O N S

Run Period: August 1, 2008

Length or Size

1 to 2 inch, small three page fold.


The Target Market will include all

four grocery chains: Kroger, Wal-

Mart, Food Lion, and Winn-Dixie

Reach or coverage

The stickers will be attached to 3

million products which includes the

new design packages of Top Ramen,

Frozen Vegetables, Salad packages,

and on tubs of Coleslaws.

Test Market

Food Lion

Wal-Mart

Winn-Dixie

Kroger

Media Outlet

Grocery Stores / Frozen Veg.


1.To show consumers that Top Ramen can be versatile in many ways.

2.Top Ramen will co-brand with products such as frozen vegetables (Green Giant) to

salads.

3.In-packaged recipe books will also allow consumers to view new ways in which Top

Ramen can be used, such as making Top Ramen pizza.

4.The Media recipe stickers will send consumers to Top Ramen’s new website and

encourage them to join a new community of ramen lover who have recipes to share.

Media Rationale

1.Co-Branding with other products gives Top Ramen a more versatile range in promotion

around the store, more movement, and diverse placement.

2.Co-Branding with other products will offset some of the advertising cost.

3.Co-Branding with other products will attract new consumers who maybe be familiar with

that product, but not necessarily familiar with Top Ramen.

Co-Branding

1.Salads

2.Cole Slaw

3.Frozen Veggies

56

W E B B A N N E R S

Run Period

Sep 1, 2008- Sep 1, 2009

Audience

Media Outlet:

FaceBook, My Space, Food Network.com, Yahoo, hotmail, gmail.


1.To attract a larger crowd of Millennials.

Media Rationale

1.Facebook is effective because of its large access to Millennials. The market is already

segmented in such a way that the target can be reached to an exact point. It is a social network

as well as an advertising medium which serves as a dynamic for brand loyalists and those who

may seek the brand due to their friend’s opinion on the site. People on the site are allowed to

leave comments and have the ability to communicate directly with the brand itself.

2. Food Network had in recent years become the number one food cooking site as well as

main source for food recipes, advice, and an integral component association with this brand’s

promise. People trust this site and the name even sparks creativity in the viewers’ kitchens and

self empowerment in their lives, linking them inexorably to the Food Network’s outstanding

on-air properties. We want the Millennials to be creatively inspired by this brand to associate

creativity with the hundreds of available top ramen recipes.

3. Yahoo serves as a one stop internet source in email, weather, driving directions, shopping,

search etc. We want people to see Top Ramen’s advertisements and be reminded of the brand

when they go about their usually internet inquiries.

57

Run Period

Purchased of Google words depends

on the total clicks brought.

Words will be brought starting

August 1, 2008-Sep 30, 2008.

Length or Size

Estimated ad position, the top three.


Millions world wide.

Reach or coverage

Millions of viewers, majority of the

Millennial generation.

G O O G L E W O R D S

Media Outlet:

Google.com


1.To pop up in the top three leads when consumers search for certain words.

2.To attract a larger segment of the Millennial generation.

Media Rationale

1.Google is one of the world’s most used search engines as well as one of the world’s top

advertising medium. Millennials can be reached in this medium though the search engine as

well as the email pages through “gmail”. Google search is a way to not only bringd about

word associations with the Yop Ramen brand, but actively include Top Ramen in word

searches about its competition, recipes, and easy inexpensive meal options. Top Ramen

comes to mind when certain words and connotations are used by the Millennials.

Selected W

ords:

Cold

Rem

edie

s…..: statistic shows that people often consume soup when they’re under the

weather. We want consumers to think of Top Ramen as an alternative to Campbell’s chicken

noodle soup.

Noodle

s………….: We want to make sure we’re in the top three leads when consumers

choose this word in their search.

Chea

p q

uic

k M

eals……………: For the college Millennials looking for a way to save money

Quic

k and E

asy

Mea

ls: For the working Millennials who have no time to make an extensive

meal.

58

B R A N D N E W

W E B S I T E

What Logo W

orks would do…

�15 + pages

�Custom home pages

�Unique, sub page

�Design concepts 3 +

�Revision rounds 3

�Photo add -ons

�External links

�Voiceovers

�E-commerce

�Flash

�Copy


Length or Size: Brand New Website

Audience/ Circulation: N/A

Reach or coverage: N/A

4 week reach/frequency: N/A

Logo W

orks design fee: $2,500

Media Outlet

Web


1.To give the Top Ramen Brand it’s very own website where consumers can share their

ramen recipes.

2.To give the Top Ramen Brand a new, cool, attitude to attract the merging Millennial

generation.

3.To give Millennials who love the Top Ramen Brand a place to find others to share their

enthusiasm.

Media Rationale

1.Market place gap for the ramen category: A brand of ramen with a cool and fun attitude.

By creating a new website, it would provide Top Ramen with a new brand personality and

give consumers a good experience they can associate with.

Design Firm

Logo Works…

will re-design the new Top Ramen website to highlight the new package, new

character, new recipe, and new flash video.

59

Run Period: September 2008

Length or Size: 30 minute episode.

T E L E V I S I O N P L A C E M E N T

Media Outlet

Top Chef


1.To increase Top Ramen Brand Awareness.

2.To show Top Ramen’s versatilities in different recipes.

Media Rationale

1.Top Chef is a competition show where some of the best chefs in the U.S. get together to

cook. They compete for the title of "Top Chef," as well as receive money to open their own

restaurant. During the first half of the show, they do a segment called a "quick fire

challenge." They are given 30 minutes to take an ingredient or specific ingredients that are

commonplace and come up with a small dish that is better than the item(s) they started out

with. Our idea is to have Top Chef use Top Ramen as the ingredient for a quick fire

challenge, thus giving better recognition to the brand name aside from Maruchan as well as

show dishes that can be made out of Top Ramen.

60

Run Period

Otakon………..August 8-10 2008

(Baltimore, MD)

Anime Expo……July 4-7 2009

(Southern, CA)

Ad Length or Size

Booth Space 10 x 10


In 2006...

Anim

e Expo

40,647 total * / 32, 930 paid*

Otakon

Est. 32,902 total / 22,302 paid

* Total attendance refers to total number of

attendances including paid attendees, guests,

staff, dealers, and anyone else with a badge.

* Paid attendance refers to the number of

people who paid to get in the door.

Reach or coverage

Anime Expo…population 40, 647 for a

four day convention

Otakon……….population 32,902 for a

three day convention

A N I M E C O N V E N T I O N

Media Outlet

Vending Booth of New Top Ramen Packages


1.To reach the target audience who are already familiar with ramen, but not necessarily

familiar with the Top Ramen Brand.

2.To create an euphoria for the brand, to link it with an enjoyable experience, that also

links Top Ramen to the culture where it originated from.

3.To introduce the new package design

Media Rationale

1.Anime-fanatic Millennials are already familiar with the ramen category because of

having grown up with it or having been expose to it due to the Japanese animation culture.

Millennials who are anime fans has been described as “cult-like, fanatical, knowledgeable,

ravenous--and they buy.” Art dealers and vendors who do business in the dealer’s hall

describe the exhibit hall as “the Oklahoma land rush with credit cards.”

61

T I K I ’ S D E B U T

62

SUPER-M

ARKET CART ADVERTISING

Budget

$800 per store for a four week cycle.

Begin with 35 grocery carts in each target market.

Test Market

( 88 stores ) Food Lions. Total = $70, 400

( 212 stores ) Kroger. Total = $169,600

(300 stores total)

--------------------------------------------------------------

$240,000 + 100, 000 (Includes additional labor cost)

---------------------------------------------------------------

Total budget for cart ads: $ 340,000

Run Period: The Month of April 2009

SUPER-M

ARKET FLOOR ADVERTISING

Budget

$500 per store for a 4 week cycle.

4 Square foot Ad (2 X 2)

Test Market

( 274 stores) Win-Dixie. Total = $137,000

(126 stores) Kroger. Total = $63,000

(400 stores total)

----------------------------------------------------------------

$ 200, 000 + $100,000 (includes additional labor cost)

----------------------------------------------------------------

Total budget for Cart ads: $300, 000

Run Period: The Month of November 2008

T I K I ’ S A P P E R A N C E F E E

63

CO-BRANDING / RECIPE STICKERS

Budget

$. 08 to print / $ .25 to attached.

Begin with 3 million packages which includes the new Top

Ramen package and co-brands with Frozen Vegetable, Salad,

and Coleslaw.

Test Market

Food Lion

Winn-Dixie

Wal-Mart

Kroger

--------------------------------------------------------------

$530,000 for all 3 million packages

---------------------------------------------------------------

Total budget for recipe stick-ons: $ 530,000

Run Period: August 2008.


WEBSITE BANNERS

Budget

Test Market

My space

Facebook

Foodnetwork

Gmail

Hotmail

Yahoo

--------------------------------------------------------------

Total budget spent for Website banners: $550,000

--------------------------------------------------------------

Run Period: September 1, 2008-September 1, 2009

64


NEW WEBSITE

Budget

Design Firm: Logo Works.

Total: $2,500


_______________

TELEVISIO

N PLACEMENTS

Budget

Top Chef: 30 min. episode

Total: $50,000

Run Period: September 2008

GOOGLE W

ORDS

Budget

Estimated ad position 1-3 /

estimated avg. CPC (cost per click)

Words selected

Cold remedies $1.00 per click (total click brought: 150,000)

Price: $150,000

Noodles $0.53 per click (total click brought: 300,000)

Price: $ 159,000

Cheap quick meals $0.93 per click. (total brought: 100,000)

Price: $93,000

Fast and quick meals $0.05 per click (total brought: 150,000)

Price: $7,500

Quick and easy $0.75 per click (total brought: 200,000)

Price: $150,000

-----------------------------------------------------------

Total: $559,500

65


ANIM

E CONVENTIO

N

Otakon…………. Baltimore, MD

Hotel, Sheraton Baltimore City Center Hotel, 3 blocks from

convention center,

Departed on 8.6.06 at 6:30 am, arrive 5:15 pm. Return 8.11.08

Total cost for roundtrip airfare, hotel, car rental, $ 4, 332.

Company will provide company credit card to buy food.

Booth: $1,000 + $300 shipping material

Workers pay : $ 2, 880.

-------------------------------------------------------------------------

Total: $5,300. 00

Anime Expo………….Southern, CA

Workers pay $1, 440.

Hotel cost: $ 1,540

Car travel: Company SVU, $240 on gas

Material Shipping cost: $200

Booth: $800

-------------------------------------------------------------------------

Total: $ 4,220. 00

All together: $9, 520.00

66

CART ADVERTISEMENTS: $ 340,000

FLOOR ADVERTISEMENT: $ 300,000

RECIPE STICK-ONS: $ 530,000

WEBSITE BANNER: $ 550,000

GOOGLE W

ORDS: $ 559, 500

NEW W

EBSITE: $ 2,500

TELEVISION: TOP CHEF: $50,000

ANIME CONVENTION: $9,520

AGENCY FEE: $600,000

____________________________________________

TOTAL $ 2, 941, 520

N E W

T O T A L

67

C R E A T I V E S

68

C R E A T I V E B R I E F 4. 28. 08

1) Why does Top Ramen need to advertise?

What pro

ble

ms nee

d to b

e so

lved

?

�Consumers generally do not differentiate between Maruchan and Nissin Ramen.

�Maruchan is more readily available than Top Ramen

�Top Ramen’s market-share is not as strong as it could be.

2) What needs to be accomplished?

�Consumers should be able to remember and select the Top Ramen brand over their competitors

�Consumers should feel that Top Ramen can be the base for a healthy meal

�Consumers should be aware of the versatility of Top Ramen

3) What do we know about our target market?

�Millennial generation

�18-35 of age who live single

�Want a quick fix meals, because of their busy lives

�Budget conscious

�Millennials want a variety of meals

�Millennials seek healthy meals

�Millennials are interested in ethnic food variety

4) What's the single most important thing we want to say?

B

rand Idea

�That Top Ramen is a versatile and satisfying food that is also affordable and easy to prepare

69

5) What are the supporting rational and emotional ‘reasons to act or believe?’

W

hy

should

the

consu

mer

bel

ieve

this

mes

sage?

�A modern and fun package will grab the attention of consumers

�A more memorable brand identity will help consumers remember which brand they prefer

�Top Ramen consumers will form communities around sharing recipes, supporting its position as a versatile food

6) Mandatory elements, helpful inform

ation & insights:

B

rand p

erso

nality

�Consumers are familiar with the current packaging colors for various flavors and the Nissin and Top Ramen logo needs to be

included. The Top Ramen logo should be redesigned to feel more modern.

7) What is the best context for this message?

�We believe messaging the versatility of Top Ramen in the grocery store near complementary ingredients will be highly

effective because Millennials enjoy preparing meals with various ingredient that are easy and convenient

�We believe that building a community around sharing Top Ramen recipes will strengthen the brand position of being a

versatile product and will lead to consumers preference of the Top Ramen brand when shopping the soup aisle.

Budget:

1 yr plan = $3 million

70

C R E A T I V E S :: L O G O

71

C R E A T I V E S :: P A C K A G E S ( F R O N T )

72

C R E A T I V E S :: P A C K A G E S ( B A C K )

73

C R E A T I V E S :: S H O P P I N G C A R T A D

74

C R E A T I V E S :: S H O P P I N G C A R T A D

75

C R E A T I V E S :: F L O O R A D

76

C R E A T I V E S :: C O - B R A N D I N G / R E C I P E S T I C K - O N S

77

W E B S I T E B A N N E R S

78

C R E A T I V E S :: N E W

W

E B S I T E

79

C R E A T I V E S :: N E W

W

E B S I T E

80

S O U R C E S

---F

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y Anth

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ell [N

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ork

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xford

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ress

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xford

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001, Food &

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innea

polis, u

npublish

ed.

advertising campaign

Documents

miso ramen

ramen brand

ramen report

ramen stalls

e n r e p o r t ramen

history of ramen origins

prepackaged bowl of

t h e r