Hul Knorr Soupy Noodles Goa Research

Study on Knorr Soupy Noodles Market in Goa 1 Study on Knorr Soupy Noodles Market in Goa ACKNOWLEDGEMENTS Without the assistance of a number of people, this research could not have been completed. Therefore, we would like to take this opportunity to thank the following people: Mr. Rammurthi Naidu, Territory Sales Officer at Hindustan Unilever, Goa for providing us with the opportunity to work with an esteemed organisation and for guiding us to obtain the fresh knowledge which will be useful in our future career.
Dr. Divya Singhal, our faculty guide, we really appreciate her for her patience and high efficiency in guiding us on the right track in the research. The group members would like to say a special thanks to Arul Raj, the owner of Crisp caterers/GIM canteen for his support and help in conducting our wet sampling. The group also want to thank all the lecturers and staff in the department (Marketing) for their wholehearted assistance whenever required.
A special thanks to all the respondents (general passerby’s, retailers and students of Goa Institute of Management) who filled in the questionnaire and provided with their views on the product in review. The group thanks them for their time and concern. 31-03-2012 Students of Group 6, Section C Research Methodology Goa Institute of Management 2 Study on Knorr Soupy Noodles Market in Goa TABLE OF CONTENTS ACKNOWLEDGEMENTS …………………………………………………………………………………………………………… Table of Figures ……………………………………………………………………………………………………………………… 4 EXECUTIVE SUMMARY ……………………………………………………………………………………………………………. 5 Purpose …………………………………………………………………………………………………………………………….. 5 The Problem ………………………………………………………………………………………………………………………. The Method ………………………………………………………………………………………………………………………. 5 Conclusion …………………………………………………………………………………………………………………………. 5 INTRODUCTION ……………………………………………………………………………………………………………………… 6 The Objective of the study …………………………………………………………………………………………………… Value of the study ………………………………………………………………………………………………………………. 6 Scope and limitations………………………………………………………………………………………………………….. 6 The Instant Noodles Market in India …………………………………………………………………………………….. 7 The Battleground: ………………………………………………………………………………………………………………. Company profile…………………………………………………………………………………………………………………. 9 Brand profile ……………………………………………………………………………………………………………………… 9 About Knorr Soupy Noodles ………………………………………………………………………………………………. 10 REVIEW OF LITERATURE………………………………………………………………………………………………………… 1 Consumption Patterns of Instant Noodles amongst Indians …………………………………………………… 11 Brand Awareness and Loyalty …………………………………………………………………………………………….. 11 Factors influencing consumption ………………………………………………………………………………………… 12 Demand estimation ………………………………………………………………………………………………………….. 2 METHODOLOGY …………………………………………………………………………………………………………………… 13 Phase 1 ………………………………………………………………………………………………………………………… 14 Phase 2: ……………………………………………………………………………………………………………………….. 14 Phase 3: ……………………………………………………………………………………………………………………….. 4 DESCRIPTION OF STUDY AREA & SAMPLING DESIGN …………………………………………………………….. 15 DATA COLLECTION ……………………………………………………………………………………………………………. 16 QUESTIONNAIRE DESIGN …………………………………………………………………………………………………… 17 ANALYTICAL TOOLS …………………………………………………………………………………………………………… 8 FINDINGS…………………………………………………………………………………………………………………………….. 19 EXPLORATORY (CUSTOMERS): ……………………………………………………………………………………………. 19 Awareness of consumers towards Knorr Soupy Noodles ……………………………………………………. 19 Age-wise distribution: ……………………………………………………………………………………………………. 19 3

Study on Knorr Soupy Noodles Market in Goa Gender Distribution: ……………………………………………………………………………………………………… 19 Purchase conversion rate……………………………………………………………………………………………….. 19 Age Wise Distribution: …………………………………………………………………………………………………… 20 EXPLORATORY FINDINGS (RETAILERS INTERVIEW):……………………………………………………………….. 0 Demand potential of Knorr Soupy noodles ………………………………………………………………………. 20 Distribution of Knorr Soupy noodles……………………………………………………………………………………. 21 DESCRIPTIVE FINDINGS (WET SAMPLING): …………………………………………………………………………… 21 CONCLUSION……………………………………………………………………………………………………………………….. 7 RECOMMENDATIONS …………………………………………………………………………………………………………… 28 REFERENCES ………………………………………………………………………………………………………………………… 29 APPENDIX ……………………………………………………………………………………………………………………………. 30 Table of Figures FIGURE 1 PERCENTAGE MARKET SHARE OF INSTANT NOODLES IN THE INDIAN MARKET. ……………………………. 7 FIGURE 2 VARIOUS INSTANT NOODLE BRANDS IN THE INDIAN MARKET. ……………………………………………………. 8 FIGURE 3 KNORR SOUPY NOODLES BRAND PROFILE……………………………………………………………. …………………… 9 FIGURE 4 RESEARCH DESIGN IN 3 PHASE METHODOLOGY CHART ……………………………………………………………. 14 FIGURE 5 AGE WISE POPULATION DISTRIBUTION …………………………………………………………………………………… 5 FIGURE 6 MALE/FEMALE RATIO IN SAMPLE POPULATION……………………………………………………………………….. 15 FIGURE 7 DATA COLLECTION PROCESS CHART ……………………………………………………………………………………….. 16 FIGURE 8 PRODUCT AWARENESS DISTRIBUTION IN FEMALES AND MALES. ………………………………………………. 19 FIGURE 9 DETERMINANTS OF CHOICE OF NOODLES ……………………………………………………………………………….. 1 FIGURE 10 GENDER WISE CONSUMPTION PATTERN OF NOODLES……………………………………………………………. 23 FIGURE 11 GEOGRAPHIC CONSUMPTION PATTERN OF NOODLES ACROSS INDIA ……………………………………….. 23 FIGURE 12 RANK WISE BRAND PREFERENCE OF INSTANT NOODLES …………………………………………………………. 24 FIGURE 13 RECOMMEND FACTOR OF KNORR SOUPY NOODLES ………………………………………………………………. 5 FIGURE 14 TASTE SATISFACTION OF SOUPY NOODLES ……………………………………………………………………………. 25 FIGURE 15 RANK OF VARIOUS NOODLE PRODUCTS ON BASIS OF TASTE……………………………………………………. 25 FIGURE 16 REASONS FOR NOT PURCHASING KNORR SOUPY NOODLES …………………………………………………….. 26 FIGURE 17 VISIBILITY OF KNORR SOUPY NOODLES …………………………………………………………………………………. 26 4 Study on Knorr Soupy Noodles Market in Goa
EXECUTIVE SUMMARY Purpose This report aims at giving a clear picture about the various factors that influence the perceptions of customers about Knorr Soupy Noodles and estimating the reasons for the slow growth rate of Knorr soupy noodles in Goa. The report contains suggestions and recommendations to leverage the brand of Knorr Soupy Noodles in Goa. The Problem Soupy Noodles; launched in 2010 by Hindustan Unilever, under the brand of Knorr, has not managed to significantly bite into the market share of the heritage brand- Maggi Noodles.
There is a market situation in Goa wherein there exist very erratic distribution of Knorr soupy noodles and the consumer has not yet received the efficient and sufficient supply of the same. Our research problem explored the awareness, availability of Knorr Soupy noodles and the taste preferences, brand perceptions of the consumers. The Method This qualitative study on Knorr soupy noodles which contains interview, questionnaire and observation has been done to find the brand health of Knorr Soupy Noodles in Goa.
The study consisted of 3 phases; two exploratory phases and a conclusive research phase. A field study of various customers via experience interviews and in-depth interviews threw light on the various factors that influence the purchase of the product. Wet sampling was effectively conducted among students of Goa Institute of Management at Sanquelim, Goa. Our area under study was that of Sanquelim, Bicholim and Mapusa which represent similar catchment profiles to areas of Ponda, Valpoi and Quepem in Goa. Our total sample size consisted of 350 people. Conclusion
Through this research, a clear answer came out: Knorr Soupy Noodles is still the second choice to Maggi noodles(but above all the other instant noodles brands) and the various factors that contributed to this in descending order of importance was availability, visibility, price and lastly taste. The demand for the product exceeds the supply and the company needs to relook at its go-tomarket strategy and disrupt the market in terms of distribution and target segment (consider 20-25 age group). Although majority of the consumers would recommend Knorr Soupy noodles, their taste preference was still inclined towards Maggi noodles.
The positives that were born from this study was that “Taste” is not the main reason why consumers are not picking up Knorr Soupy noodles but other factors like availability and price were responsible for this. 5 Study on Knorr Soupy Noodles Market in Goa INTRODUCTION Objectives of the study The aim of this study is to help Hindustan Unilever to clarify the position of its brand “Knorr Soupy Noodles” in the instant noodle market of Goa, India and to study the various factors and reasons for the slow growth rate of Knorr Soupy noodles in the market The specific objectives of the study were; i.
To study the extent of awareness towards Knorr soupy noodles, ii. To analyze factors influencing the buying behaviour of Instant Food Products/Knorr soupy noodles, iii. To estimate demand potential for Knorr soupy noodles, iv. To study the extent of market penetration of Knorr soupy noodles. Value of the study Firstly, as the objective if the study indicates, it will help Hindustan Unilever to clarify the position of the “Knorr Soupy noodles” brand in current Goan instant noodle market. Secondly, the study provides current situation of the instant noodle market and customers’ responses to different instant noodle brands.
This study shall thus paint a clear picture as to where the Knorr soupy noodles brand stands in camparison to its biggest competitor, Maggi Noodles. Thirdly, a third party view on the perceptions of retailers about the product shall decrease bias and provide a better illustration of the demand generation and customer perceptions about the product Finally, useful suggestions and recommendations are offered by doing this study. This will help Hindustan Unilever better consummate the “Knorr Soupy Noodles” brand and obtain more sales increase. Scope and Limitations The scope of the project was limited to small area of Goa ie.
Mapusa, Bicholim and Sanquelim. The assumption is that the customer profiles of these catchment areas are similar to other areas in Goa like Ponda and Valpoi. 6 Study on Knorr Soupy Noodles Market in Goa We did not consider the impact of substitute products in the instant food market like pasta , ready to eat paratha , instant idli mixes etc while conducting the research. Consumer profiles of management students of GIM were taken and consumption patterns of this group may vary from other teenage/college going population The Wet Sampling was done with only two flavours ie.
Chinese chow and Tomato chatpata flavour of Knorr soupy noodles Taste and Flavour can vary with mass production in wet sampling. The entire project was completed within 2 months in a cross sectional manner. The Instant Noodles Market in India Noodles are a commodity which is consumed by everyone, right from kids and teenagers to retirees. Two-and-a-half decades since its launch, ‘2 minute Maggi Noodles’ is the numero-uno brand in the Indian market. Nestle has virtually dominated the Indian noodle market till now but lately many large FMCG players and retail chains have launched their products in this lucrative space.
Maggi enjoys a market share of over 70% today, despite the presence of a number of other brands. In the early 80s, the conservative and typical food consumption era, the concept of ‘ready-to-cook’ food was alien to the Indian market. People were sceptical to experiment with food especially food meant for their children. Despite the unfavourable circumstances, Maggi took the challenge and launched itself in 1983. Indian noodle market (instant noodles) is estimated at INR 1,300 to 1,600 crores (USD 300 – USD 350 mn) in 2010.
According to estimates, the market is expected to reach INR 3,000-3,500 crore by 2015 clocking a CAGR of 20%. For much time since its launch, Nestle’s Maggi Noodles was the only kingpin in the noodle market. However, in the recent past two well-known FMCG players in the country – Hindustan Unilever (HUL) and GlaxoSmithKline (GSK) introduced their own brands of instant food noodles and have managed to put their foot into this segment. Today, Knorr Soupy noodles from HUL and Foodles from GSK are well known besides Maggi Noodles and Nissin’s Top Ramen.
For FMCG behemoth Unilever promoting its noodles under the Knorr brand seems to be a wellcrafted strategy since Knorr is a direct competitor of Maggi in soup category. Therefore, the company is saved of establishing a relatively unknown brand from scratch. There is high recall of Knorr soups and some of it will rub off in the noodles space as well. Figure 1 – Market Share of various of Instant noodles in the Indian Percentage Market share instant noodles brands. Market. Source: Neilson Market Research 2011 7 Study on Knorr Soupy Noodles Market in Goa
The Battleground: Figure 2 Various Instant noodle brands in the Indian Market. Some of the newer entrants into the instant food category are Horlicks Foodles, Knorr Soupy Noodles, Nissin Top Ramen and Sunfeast Yippee. Maggi’s effective positioning and effective promotion and sales made it the most-loved noodle brand in India. In 2005, the Maggi brand was worth USD 3. 7 billion in comparison to USD 1. 7 billion recorded in 2003. In 2005, Maggi was the highest Indian spender in the Sales Promotion department in the Noodles Category.
Today, Knorr from HUL and Foodles from GSK have become well identified noodle brands besides Maggi Noodles and Nissin’s Top Ramen. New investments by HUL and GSK are paying off now. Individually, they hold 5% and 2% respectively of the noodles market share. GSK, HUL and ITC’s entry into noodles will heat up the competition for Maggi, which is already facing traction from retailers’ private labels like Tasty Treat from Future Group and Feasters from Aditya Birla Retail. According to data provided by Nielson Co. Maggi’s share of instant noodles, on an all-India basis, across urban markets, has slipped consistently between December ’09 (90. 7%) and July ’10 (86. 5%). 8 Study on Knorr Soupy Noodles Market in Goa Company profile Hindustan Unilever Limited (HUL) is India’s largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians. HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others.
With over 35 brands pning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit. The Company has over 16,000 employees and has an annual turnover of around Rs. 9, 401 crores (financial year 2010 – 2011). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €44 billion in 2011. Unilever has about 52% shareholding in HUL. Brand profile 1. Knorr in India is generic to soups. 2. Knorr is the largest soup brand in India and has a lion’s share of the soup market in India – 70% 3. All Knorr products have no added preservatives and are a healthy choice option Figure 3 Knorr Soupy Noodles Brand Profile
The Knorr range of soups is available in a number of tasty and exciting varieties. There is a flavour to literally suit every taste palate; the Classic range of soups with flavours like Thick Tomato, Mixed Vegetable Chicken Delite and Tomato Twisty Pasta, the Oriental range with flavours like Sweet Corn Vegetable, Sweet Corn Chicken and Hot n Sour and the Indian range with flavours like Tomato Makhni and Corn Mast Masala. Knorr Ready to Cook helps the consumer make her family’s favorite dishes at home and helps her get restaurant like taste at home itself.
It comes in the Indian Ready to Cook range and Chinese Ready to Cook range. 9 Study on Knorr Soupy Noodles Market in Goa About Knorr Soupy Noodles Knorr Soupy Noodles range, a unique product in the instant noodles category. Knorr Soupy Noodles, positions itself as a product with the fun of noodles with the health and goodness ‘of soups. It comes with 100% real vegetables and carries the ‘Healthy Choice’ Stamp. Its key target segment is that of children and its marketing activities are mostly targeted at children. It is loved by the kids and provides mothers a tasty healthy afternoon snacking option for their children.
It is available in three variants: Mast Masala, Tomato Chatpata and Chinese chow. 10 Study on Knorr Soupy Noodles Market in Goa REVIEW OF LITERATURE Consumption Patterns of Instant Noodles amongst Indians India consumes a little less than 90,000 tons of noodles every year. A decade ago the word ‘noodles’ was synonymous with Nestle’s ‘Maggi’. Indian noodle market (instant noodles) is estimated at INR 1,300 to 1,600 crores (USD 300 – USD 350 mn) in 2010. The market is dominated by instant noodles Nestle’s brand – Maggi The food habitats in India have changed due to the Western influence and the usage of these foods is on the rise.
These foods are widely used in catering industries as well as at homes. There are varieties of instant/ready-to-eat foods available in the market to choose from and they have been a part of everyday life, according to the ASSOCHAM survey. Even though after being economical and convenient, 34% of the consumers prefer the traditional types of foods which are fresh and natural without any preservatives or artificial ingredients. There has been a major shift in food habits in the metropolitan cities, as about 86% of households prefer to have instant food (canned, instant mixes, baked, pasta, etc. . Reasons are the steep rise in dual income level and standard of living, convenience, influence of western countries etc. , according to a survey undertaken by the Associated Chambers of Commerce and Industry of India (ASSOCHAM). The survey points out that these convenience foods are preferred (86%) mainly by nuclear families where both husband and wife are working or by bachelors who wish to avoid hotel food or people who do not have time, patience or the expertise to prepare in a traditional method.
Metropolitans are the largest consumers of processed food and are going to be the biggest consumers of processed food because of their ever increasing per capita income and lifestyle which is also changing very rapidly, points out D S Rawat, Secretary General, ASSOCHAM. There has been a surprising rise in the demand of packaged food within the Indian market, and that all happened because the lifestyle of people there has changed drastically as well as the consumer’s opinion regarding their eating habits. Brand Awareness and Loyalty
It was a couple of years back when big companies like GSK, HUL, ITC and Big Bazaar decided to enter the market. They entered the market through their power brands like Horlicks and Knorr. They offered a number of variants and flavours to the customers. As it is Maggi was never considered to healthy by the Indian mom. A survey conducted by Nielsen shows that Maggi’s market share has fallen by around 15 percent since the launch of these new brands. This happened in less than 2 years. The research done by us provides an insight into what a customer wants from the instant noodles. 1 Study on Knorr Soupy Noodles Market in Goa The Indian has not been too adventurous when it comes to trying out new flavours. As a result, Maggi has settled for standard flavours like curry, tomato, masala and chicken and hasn’t done much experimentation with other flavours. But ITC, HUL and GSK now seem to have woken up to potential of this category which is growing at over twenty percent consistently for the last few years. It is these players who are introducing the Indian consumer to newer flavours and asking them to experiment beyond Maggi.
HUL and GSK are playing on their strengths of their strong distribution networks and strong media presence. HUL has extended its Knorr franchise. It combines noodles with soups and soups are generally considered healthy. GSK, with its Horlicks extension has launched Foodles, which is a multigrain noodle, pegged as healthier alternative to Maida noodles which have been the most popular variant of Maggi. In terms of brand name all Horlicks, Knorr and Sunfeast have a wide ranging appeal because they have products that have extensive recall.
Nestle is not sitting idle. They have reacted to the situation by launching its Multigrain noodles. It has also launched new flavours like curry and capsicum. They have come also come out with a new campaign to engage the consumer to retain brand loyalty. Through this interactive campaign they are trying to reinforce the emotional connect with its consumers. Factors influencing consumption The majority of the working class also mentioned that instant noodles are a boon to save time, energy and money by using these foods.
Various foods helped to prevent the age-old traditional method of long preparation of grinding, cooking or fermenting for hours and hence making the work faster. Even the manufacturers prepared the instant foods according to the taste of the consumers. 92% of the nuclear family feel that they have less free time than before they had kids, it is now a common fact that they are spending less time in the kitchen, and are turning to takeout, delivered food, and semi-prepared meals to help feed the family at mealtime. 2% of bachelors prefer the convenience food because of less cost, time and energy saving, convenience in preparation and consumption in the busy and hectic life. The very term ‘instant” means simple, fast ,convenient and affordable food which is easy and fast to prepare besides being hygienic, free from microbial contamination and also convenient to eat, say the bachelors. 67% of working women revealed that the present trend changed the habits to foods which are simple and easy to digest. Hence, the existence of these foods fulfilled all the needs of modern human being. 2% of the respondent said that another advantage of instant foods that occupy less space in the kitchen or pantry, the amount of drudgery involved is less and there is a tremendous potential for commercial exploitation as it is a “rising industry”. Demand estimation Rawat says that the consumer spending rate on processed food has increased at an average rate of 7. 6% annually during the years 2008 to 2010 and this is expected to continue as the consumer expense will rise with an average of around 8. 6% till the year 2012. 12
Study on Knorr Soupy Noodles Market in Goa The survey highlights that 85% of parents with children under five year are serving these easy-toprepare meals at least 7-10 times per month due to increased pressures at work, and increasing complexity in other household management areas- They would be actively looking for ways to simplify and save time, a majority of parents said. 13 Study on Knorr Soupy Noodles Market in Goa METHODOLOGY This area will focus on the process adopted to execute the research. The research has been done in three phases in a p of two months.
Phase 1: Exploratory Research Phase via customer interviews Phase 2: Exploratory Research Phase via retailer interviews Phase 3: Descriptive Research Phase via detailed consumer interview (wet sampling) Figure 4 Research Design in 3 Phase Methodology Chart 14 Study on Knorr Soupy Noodles Market in Goa DESCRIPTION OF STUDY AREA & SAMPLING DESIGN This study is a qualitative field experience where in general population (customers), retailers and students had been interviewed to serve the objective of the research. The study tries to include varied relevant categories to ascertain the trend among these clusters.
By taking the varied category we have tried to come out with issues (if any) and the opportunities. The detailed study has been carried out on the basis of demographics of gender, age and geographical area. Non-probability sampling has been used in selecting the samples which further is a blend of quota and convenience sampling. To ascertain the awareness of Soupy noodles (phase 1), our team surveyed 180 people from various areas like Sanquelim, Bicholim, and Mapusa. Surveyed people were segmented into 5 categories in terms of age (Below 20, 20-25, 25-30, 30-35, 35 and above) and also segmented on gender basis.
During our second phase of exploratory research which consisted of interviewing retailers, a sample size of 40 retailers from Sanquelim and Bicholim were taken. These retailers owned stores right from 200sq. ft to 1000sq. ft. Our third phase of research included a sample of 138 management students from Goa Institute of Management. These students were further segmented on the basis of AGE, GENDER, GEOGRAPHY (North India, Middle India, East India, West India [south India sample was too small and hence not considered]). Figure 5 Age Wise Population Distribution Figure 6 Male/Female Ratio in Sample Population. 5 Study on Knorr Soupy Noodles Market in Goa DATA COLLECTION The research is based on the primary data collected from customers, retailers and students. The approach adopted (Phase 1) was exploratory for customers who are given a semi structured questionnaire on physical paper and retailers (Phase 2) with whom we had unstructured interviews. Descriptive approach (Phase 3) via Google docs was adopted for students where in a detailed structured questionnaire had been used for interviewing the consumers after the wet sampling/tasting of soupy noodles at the GIM canteen.
Students were also allowed to fill the Google doc as per their convenience so as to avoid long queues while collecting data. The table below gives a quick view of the data collection methodology. Figure 7 Data Collection Process Chart 16 Study on Knorr Soupy Noodles Market in Goa QUESTIONNAIRE DESIGN Questionnaire is being designed in two phases namely exploratory – customers (Phase 1) and descriptive- students (Phase 3). The questionnaire has been designed keeping in mind the research objective and the sample under study. Exploratory research of the customer, a semi structured questionnaire having three questions was prepared.
The objective was to find out the awareness of Knorr Soupy Noodles. Our first question ‘Have you tasted Maggi Noodles’ was framed so as to select or target segment which in this exploratory research was assumed as ‘everyone who has tried Maggi Noodles is our target segment’. Discussion: People are asked three questions – Have you tasted Maggi noodles? (If YES then proceed to next, If NO then reject respondent) Have you heard about Knorr Soupy noodles? Have you tasted Knorr Soupy noodles? The purpose of the first question is to eliminate who do not form the part of our market i. e. ho do not consume Maggi noodles. Hence, people who have tasted Maggi noodles qualify for our target segment. The 2nd question aims at finding out the awareness level of Knorr Soupy noodles. And the next question becomes relevant as the next marketing strategy needs to cater those who have tasted Maggi. The combination of 2nd question and 3rd question will tell us the awareness translating into sales. During the2nd exploratory phase the retailers of various stores were asked question via conversation. The questions ranged from ‘What do you think about the brand Knorr soupy noodles? , ‘How is its supply? ’, ‘Do customers ask for Knorr Soupy noodles? ’, ‘Do you think it is better than Maggi noodles? ’ The Descriptive research questionnaire was a structured questionnaire having 35 questions. Questions were framed in order to extract their consumption behaviour and preferences of noodles so as to meet the objective of the research. For the Descriptive Research Questionnaire, the questionnaire was divided into three parts as follows: Part 1: Personal Information – To judge the impact of their background on their consumption behaviour.
Part 2: Consumption Pattern – to study the knowledge of the brand and to unearth generic consumption patterns. 17 Study on Knorr Soupy Noodles Market in Goa Part 3: To analyse the tastes and preferences based on the wet sampling The reason for this division is to segregate the information gathering and understand the impact of each part on their consumption behaviour. We wanted to study each part as a separate determinant for the consumption of noodles. ANALYTICAL TOOLS Our survey has relied on qualitative data collected in the form of interviews and descriptive questionnaire.
SPSS is not being used as the data collected is qualitative and the same could be illustrated effectively via MS office tools like Excel. The questionnaire includes Likert’s scale (1 being least preferred-5 being most preferred) and rank order scale technique for comparative analysis. We have used M. S. Excel for the ease of calculation. There are some over lapping questions and effect of double counting has been taken into account to arrive at a useful and practical conclusion. Pie charts and histograms are integral part of our study and of immense help in drawing inferences.
The inferences have been drawn on the basis of gender, age, geographies, and preferences. The trend can be seen from the tables showing numbers and frequency of people. 18 Study on Knorr Soupy Noodles Market in Goa FINDINGS EXPLORATORY (CUSTOMERS): Awareness of consumers towards Knorr Soupy Noodles Our research shows that the targeted people are well aware of the product. Their key target group (below 20yrs) and 20-25yrs have a high awareness rate of 78%. Awareness in older groups drops. The consumption of noodles is more frequent among the teenagers and that qualifies as our target market.
Age-wise distribution: The awareness in age group below 20 is 78% (High), in the age group 20-25 is 76%, in the age group 25-30 is 57%, and in the age group 30-35 is 66%. It must be noted that the majority of people surveyed belong to age group below 25, which has high level of awareness. The consumption of noodles is more frequent among the teenagers and that qualifies as our target market. Gender Distribution: Figure 8 illustrates that there is no significant difference in the awareness between Females and Males and hence the marketing effectively targets both the genders.
Figure 8 Product Awareness distribution in Females and Males. Purchase conversion rate (The number of people who are aware about Knorr Soupy Noodles and have purchased it is the purchase conversion rate) From the study we can infer that the purchase conversion rate for Knorr Soupy noodles is low and customers who are aware of the product are not convinced to try out the product. 19 Study on Knorr Soupy Noodles Market in Goa Age Wise Distribution: In the age group below 20 the purchase conversion rate is 38%, in the age group 20-25 it is 25%, in the age group25-30 it is 100% (High), in the age group 30-35 it is 50%.
As mentioned above that the majority of the people belonged to below 25, where the purchase conversion is 33% (Moderate). The combined study of awareness and purchase conversion will be very useful in ascertaining the effectiveness of promotional activities and saleability of the product. EXPLORATORY FINDINGS (RETAILERS INTERVIEW): This is the part two of our phase 1 research, where in we interviewed 40 retailers about demand and distribution of soupy noodles. This part of research aims at exploring the functioning of the noodles market, competition, price elasticity of demand, and demand affected by availability of the product.
As retailers are in a better position to tell us what a customer asks for and how he makes his buying decision. A few statements by some retailers are: “If the supply of Soupy noodles would have been fine, they would have taken over Maggi” … Owner, Jai Bhavani Sweet Mart, Sanquelim “Incentives for displays are not given, and hence I don’t push the product to my customers” … Anonymous retailer “Students see the ad on TV and ask for the product, but there is never proper supply and hence they take some other product” … Owner, Om Prasad Bakery, Bicholim
Demand potential of Knorr Soupy noodles The interviews via random conversation with retailers threw light on the high demand for Knorr Soupy noodles during a particular phase when it was marketed via mass media. They also stated that the high demand was met with very poor supply which led to consumers shifting their repurchase decision to substitute brands dude to unavailability. Demand is a function of price, income, price of substitute goods, choice and preference. Different determinants of demand play different role and no determinant can be studied in exclusivity. Demand potential of Soupy noodles is same as it is for Maggi.
In the noodles market, Maggi has been a clear leader and best competitor to Maggi is Soupy noodles. There are factors which have an impact on people making choices between these two brands. Soupy noodles are priced higher than Maggi and some of the demand of soupy noodles might get affected by it being a price elastic market. Especially, when a heritage brand like Maggi is available at a lower price. Soupy noodles have an innovative concept of providing two food items at a time which is “noodles” and “soup”. The message is being transmitted strongly and customers are aware about it.
However; the purchase conversion rate is not so impressive. The biggest reason might be the brand loyalty towards Maggi 20 Study on Knorr Soupy Noodles Market in Goa and greater number of variants of Maggi. Soupy noodles have the potential of acquiring and influencing the brand loyalty but this is marred due to high recall, retention and re purchase intention of Maggi. Distribution of Knorr Soupy noodles HUL is known for its distribution and supply. However; in the case of Knorr soupy noodles, retailers have complaints about erratic distributors who do not supply sufficient stock of soupy noodles hence affect the availability.
Like many other cases margins are not the issue of concern. Distributors refused to pay minimal amount for the prime facing location on the shelves and hence lose out on potential customer on account of lack of visibility even when it is available. DESCRIPTIVE FINDINGS (WET SAMPLING): 138 students from Goa Institute of Management were given tasting samples of Knorr Soupy Noodles (Chinese Chow) and were asked to respond within a questionnaire about their knowledge about and experience with the brand.
There were 35 questions that had to be answered so as to acquire a deep understanding of the consumer’s perception about the brand. The findings are as below. FACTORS INFLUENCING THE CONSUMPTION OF INSTANT FOOD PRODUCTS The below chart shows a clear distribution of the various attributes that influence the consumption of instant food products. The attribute that influences the consumption the most is TASTE (42%) while PRICE (7%) and ADVERTISING (2%) are the factors that influence the purchase of instant noodles the least (assuming competitive pricing amongst competing brands).
EASE OF MAKING (31%) and AVAILABILITY (18%) are factors that also significantly influence purchase decisions. Figure 9 Determinants of choice of noodles EATING PATTERNS OF STUDENTS PURCHASE FREQUENCY OF OUTSIDE FOOD (Non-canteen food) The study shows that students prefer eating outside and this could be due to the induced culture and socialising that lead students to consume non-canteen food. 21 Study on Knorr Soupy Noodles Market in Goa The study shows 80 students (17% + 63%) out of every 100 eat food from outside at least 1-2 times a week.
Maximum number of students (63%) eat outside 1-2 times a week while only 6% of the students eat out once in a month. The study throws light on the eating habits of students and concludes that majority of the students eat out at least once in 2 weeks. This segment is thus a very lucrative segment to target for instant food companies. PURCHASE FREQUENCY OF INSTANT NOODLES The study shows that instant noodles forms an important part of students menu especially due to shortage of time and erratic eating habits.
Many consumers in colleges lead time-pressured schedules and have less time available for formal meals, as a result of which demand remains high for products which can be eaten at their convenience. The study shows that 48 students out of every 100 consume instant noodles at least 1-2 times a week i. e. that 61% out of the total number of students (80% from previous chart) eating outside (non-canteen food) consume instant noodles at least 1-2 times a week, while 22% of students of the total number of students eating outside consume instant noodles once in 2 weeks.
Hence there is a great demand for instant noodles among students and instant food companies should effectively tap this. Gender-wise distribution: From the data we can prove that there is no significant difference (63% and 58%) in consumption habits of instant noodles amongst male and females. 22 Study on Knorr Soupy Noodles Market in Goa Figure 10 Gender Wise Consumption pattern of noodles Geographic distribution The study reveals that there is a significant difference between the consumption patterns of customers based on geographic segmentation.
The study states that maximum numbers of consumers who eat noodles on an everyday basis (19%) are from West India (Mumbai, Goa, Rajasthan, and Gujarat). Students from North India and West India have the highest frequency of instant noodles consumption (cumulative 80%). Figure 11 Geographic consumption pattern of noodles across India 23 Study on Knorr Soupy Noodles Market in Goa BRAND PREFERENCES AMONG INSTANT NOODLES The study reveals that the number one brand preference amongst instant noodles is Maggi Noodles. Knorr Soupy Noodles is at the second place with almost similar preference ratings as Sunfeast Yippee.
A startling revelation was that Horlicks Foodles (2nd highest market share amongst instant noodles-AC Neilsen) ranks at the bottom. Figure 12 Rank wise Brand Preference of Instant Noodles TASTE SATISFACTION OF KNORR SOUPY NOODLES The study reveals that only 2 people out of every 100 hate soupy noodles. On wet sampling of Knorr Soupy noodles amongst students of GIM, the study revealed that majority of the sampled population(56%) found Knorr soupy noodles PRETTY TASTY while 33% of the population found the taste OK which could lead them to easily shift loyalty to other brands.
A shocking revelation was that only 1% of the sampled population was blown away (SIMPLY MIND BLOWING) by the taste and hence this could directly correlate to low brand loyalty which could be the reason why the early adopters consuming the product are high, but followers are not increasing as expected by the company. Consumers are not enthralled yet not dissatisfied about the taste and this can be seen from the charts below. 1% of the consumers that would recommend the product to others would purchase more of Knorr soupy noodles if its taste were to improve, while they would also preferred increase in promotional activity and availability. On comparing taste preferences between Knorr Soupy noodles, Maggi Noodles and Maggi Atta noodles, Knorr Soupy noodles(30%) has similar preferences to Maggi Atta Noodles (31%) which is promoted as a health concept, while Maggi Noodles is the top preference(39%) in terms of Taste. 24 Study on Knorr Soupy Noodles Market in Goa Figure 13 Recommend factor of Knorr Soupy Noodles
Figure 14 Taste Satisfaction of Soupy Noodles Figure 15 Rank of various noodle products on basis of taste REASONS FOR NOT PURCHASING KNORR SOUPY NOODLES The study reveals that bad taste (3%) had the least influence as to why customers were not purchasing Knorr soupy noodles. It need not be said that since Knorr soupy noodles is a new brand, its brand value compared to heritage brand-Maggi would be lower and hence this could be the key 25 Study on Knorr Soupy Noodles Market in Goa reason why customers do not purchase Knorr soupy noodles. On further analyses it was known that