Meal Food - Families and the Market

Question: Discuss about the case study Meal for Food, Families and the Market. Answer: Competitor Name Maggi Koka Nissin Position strategy Maggie has positioned itself as the the 2-minutes noodles (Ekstrm, 2016). In the view of the customers, it is easy to cook and good to eat. It reinforces the health focus It has positioned itself as noodles with soup for kids to give satisfaction the hunger pangs in between the meals The communication of brand focuses on the situations in which the children demand something to consume prior to having dinner The communication of brand focuses on the situations in which the children demand something to consume prior to having dinner It has positioned itself and has created a unique position (Ekstrm, 2016). Koka is positioned to offer high quality without compromising the taste and convenience. It offers popular local flavours like Satay and Laska. It has positioned its products as healthy instant noodles and has a hope of attracting the noodle eaters who are health conscious They aim to provide the new forms of experience for the consumers who purchase the noodles manufactured by their company It has positioned itself as a healthy brand as it not includes Mono Sodium Glutamate (MSG) (Jobber Ellis-Chadwick, 2012). After Maggie, the next brand which arrived in the market is Nissin (Hollensen, 2015). It has positioned itself and has created a unique position This brand has adopted the attribute of a product based positioning and has also highlighted its products It has positioned itself as noodles with soup for kids to give satisfaction the hunger pangs in between the meals The communication of brand focuses on the situations in which the children demand something to consume prior to having dinner It reinforces the health focus It has positioned its products as healthy instant noodles and has a hope of attracting the noodle eaters who are health conscious (Boone Kurtz, 2013). Differentiation strategy It employs the differentiation strategy related to the forms, features, quality, performance, reliability, durability, reparability, design and style as well as service. It had opened a complete new market for instant noodles Its campaigns of advertising are used as tools for creating market differentiation (Kotler et al., 2015) The precept of health has been one big way to create differentiation in the market Its campaigns of advertising are used as tools for creating market differentiation (Boone Kurtz, 2013). It had opened a complete new market for instant noodles (Jobber Ellis-Chadwick, 2012). It employs the differentiation strategy related to the forms, features, quality, performance, reliability, durability, reparability, design and style as well as service. It had opened a complete new market for instant noodles (De Mooij, 2013). Pricing Strategy The initial strategy of pricing was low in order to make the products reasonably priced (De Mooij, 2013). It comes in reasonable prices starting from rupees five Instead of increasing the prices, it has reduced the quantity It also analyzes the cost, products and prices of its competitors It sets lesser prices for boosting the market share as it can gain the profits of a long-term basis It sometimes reduces the prices of its products for promotion (Czinkota Ronkainen, 2013). It analyzes the cost, products and prices of its competitors It sets lesser prices for boosting the market share as it can gain the profits of a long-term basis The initial strategy of pricing was low in order to make the products reasonably priced Instead of increasing the prices, it has reduced the quantity It sometimes reduces the prices of its products for promotion It also analyzes the cost, products and prices of its competitors The cheap price of Nissin can meet the objectives of pricing It sometimes reduces the prices of its products for promotion It sets lesser prices for boosting the market share as it can gain the profits of a long-term basis It also analyzes the cost, products and prices of its competitors This food company sometimes reduce its prices because it considers the lower price of its competitors and it gives a response to the changes of prices (Rosenbloom, 2012). Distribution strategy The distribution network of Maggi is well spread in almost all parts of the world It is readily available in grocery stores , and retail shops Its distribution has become more intensive and it has adopted a variety of programmes in order to encourage its products over its competitors in the global market The distribution of Maggi products is carried out intensively by means of several ways such as : Supermarket Grocery shops Convenience Stores The customers can also the buy its products from anywhere at anytime (Armstrong et al., 2014). The relationship between the sales volume and place of distribution is very close. It is readily available in grocery stores , and retail shops Its distribution has become more intensive and it has adopted a variety of programmes in order to encourage its products over its competitors in the global market (Armstrong et al., 2014). The distribution of Nissin products is carried out intensively by means of several ways such as : Supermarket Grocery shops Convenience Stores Vending machine The customers can also the buy its products from anywhere at anytime The relationship between the sales volume and place of distribution is very close Its distribution has become more intensive and it has adopted a variety of programmes in order to encourage its products over its competitors in the global market Promotional Strategy The products of Maggie are promoted by: Distribution of free samples Effective communication of the tagline Different sizes s Maggie e.g. 200 gms, 100 gms, 50 gms etc. Giving gifts on returning the empty packets Wet sampling (Distribution of cooked Maggie)and Dry sampling (distribution of Maggie packets) Sponsoring several events of children Spending huge amount on the electronic as well as printing media advertisements The company does promotions by providing the free samples It s now targeting the products at the entire level of family and not only the children (Armstrong et al., 2012). It is observed as an innovator in the market in terms of processing the noodles It utilizes the technology of cooking by means of steam and air drying Its purple wheat noodles are very much popular and is in high demand by the public It is also recognized as an environment friend brand since it prefers to utilize the recycled materials Spending huge amount on the electronic as well as printing media advertisements The company offers a variety of flavours (De Mooij, 2013). The company offers a variety of flavours such as mushroom, chicken, chilli crab, laksa and tom yam seafood. The packet noodles comprise of different types such as dry, semi-dry and soups. Nissin foods has been discovered to be win the challenge of the world campaign and it has a tie up with the Manchester United The agreement on global partnership with the Manchester United is intended to offer a big scope for expanding the Nissin instant noodles The company does promotions by providing the free samples Spending huge amount on the electronic as well as printing media advertisements References Armstrong, G., Adam, S., Denize, S., Kotler, P. (2014).Principles of marketing. Pearson Australia. Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2012).Marketing: an introduction. Pearson Prentice-Hall, London. Boone, L. E., Kurtz, D. L. (2013).Contemporary marketing. Cengage learning. Czinkota, M. R., Ronkainen, I. A. (2013).International marketing. Cengage Learning. De Mooij, M. (2013).Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. Ekstrm, K. (2016). 5 The multi-cultural food market.The Practice of the Meal: Food, Families and the Market Place,10, 57. Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Jobber, D., Ellis-Chadwick, F. (2012).Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education. Kotler, P., Burton, S., Deans, K., Brown, L., Armstrong, G. (2015).Marketing. Pearson Higher Education AU. Rosenbloom, B. (2012).Marketing channels. Cengage Learning.