Brand Management Project

By

Ali Hyder (013-18-0172)

Rajkumar ( 013-18-0215)

Mahtab Sheikh

Submiited to : Dr. Sarwar Azhar

Department of BBA

Branding report of Noody Noodles under National food Brand

Date: February, 2022

1. Introduction
This report is aimed at presenting the results of an analysis on the brand health of National Foods
which falls under the Food Industry. The report will use the avialaible tools and conceptual
frameworks that facilitates the branding process. We are planning to Brand Noody Noodles
under the umbrella of National Food Brand. The process of branding will rely on CBBE model at
its core. Further in developing a clear uderstanding of the industry, market, the target consumers.
The repoet will use 5 forces analysis for food industry. It will look at the existing competitors in
order to establish then branding approach and business model. In term of consumers, the report
will introduce trends that affect purchasing behavior & attitudes. Finally an internal analysis
through value chain will focus on framing the strengths & capabilities that the brand will rely on
to fulfill its brand promise. The brand promise statement will be encapsulated in brand
positioning statement. Section Ad. This report also aims to present a study regarding the
prospects of launchng Sub Brand Noody Noodles

2. Company Background
National Foods Limited operates under the food category since 1970 in Pakistan. It engages in
the manufacture and sale of spices, pickles, ketchup, jams, jellies, sauces, cooking pastes, rice,
salts, desserts, and ready-to-eat meals.

3. Food Industry
Pakistan is one of the largest producers of industrial crops such as rice and wheat. Such crops can
be used in the production of a variety of different products such as cereals, macaroni, spaghetti,
pasta, Noodles etc. Cureently in 2021 wheat and rice production in Pakistan grew by 8 and 13%
respectively from previous year 2020. See exhibit 1 (Pakistan Beaureu of Statics).

Due to growing urbanization in Pakistan, people are demanding more convenience because of
fast-paced lifestyle (Euromonitor International, 2018). For that Instant noodles perform the job of
quick, affordable, convenient, and comfortable food.
In recent years due to pandemic, we see a trend for purchasing convenience food & Consumers
of the food industry in Pakistan are more affected by cultural norms of western countries and are
willing to adopt these norms in their eating habits. Noodles are a type of food made from wheat
and can be decribed as proper food if integrated wih other suppliments such as vegetbles or
chicken.

Population of Pakistan is growing continuosuly by 2% & in 2020, purchasing power parity for
Pakistan was 39.1 LCU per international dollars. Purchasing power parity of Pakistan increased
from 11.5 LCU per international dollars in 2001 to 39.1 LCU per international dollars in 2020
growing at an average annual rate of 6.75%. Noodle consumption in Pakistan, in terms of
volume, the category contributed 10,900 tons in 2018 and is expected to contribute 14,400 tons
by 2023 at a Growth of 5.8%. In terms of value, the category was worth PKR 6.4 billion in 2018
and is expected to be valued at PKR 8.9 billion by 2023 at a CAGR of 7% (Euromonitor
International, 2018). according to the United Nations COMTRADE database on international
trade, Pakistan Imported most of Noodles from Netherlands worth 100,000 US$ in 2019.

4. Competitors
Competitors of Noody Noodles brands are Knorr, Maggie, Shan Shoop Noodle doodle, and other
local brands. The price of 55 g noodles charged by Shan Shoop PKR 30 is the same charged by
Maggie. The price of a 55g Knorr noodles pack is 35 RS. The major target audience of Knorr
and Shoop noodles are children.

Competitors’ Branding Strategy

4.1 Knorr
Uniliver is the house of brand under which Knorr brand has a product line of Soups, Cubes,
Sauces, noodles, and Snacking mix, see exhibit 3. Knorr noodle has targeted children & follows
the branding strategy of siding the “Boriyat”. Knorr instant noodles follow fun and excitement &
can also be equated as a superhero who helps children escape into fantasy and transform the most
boring moments of their day such as completing their homework into exciting and fun ones.
Check to add: https://www.youtube.com/watch?v=LVVqwfFhOyA. Knorr has followed
memorable jingle “is ka magic he or” to be brand of choice. With various flavors, Knorr is the
leading brand in the instant noodles market of Pakistan (Euromonitor, 2021), see exhibit 4

4.2 Maggi
It is Sub-brand of Nestle Satisfy the instant hunger of kids and teens since 1992. Continuing the
promise of nestle, Maggi communicates the highlighting role of mothers in its selection by
portraying it as a preferred brand with various flavors. Maggie is dominant brand in India despite
ban (Dhanesh et al, 2017) but in Pakistan, it has failed to capture the leading position due to
failure in understanding of cultural differences between Pakistan & India. Maggi has followed
the strategy of two minutes proposition where Maggi claims to make instant noodles ready
within 2 minutes. Maggi Pakistan has squeezed Advertising and last TVC ad in 2017 was “ Uljha
Maggi Sab Suljhaye”. Knorr on the other hand has followed aggressive advertising campaigns
such as Knorr Noodle Boriyat Buster, new flavor launch, Cartoon Character Development (billa
q Hwa naraz?). promotional activities, etc.

4.3 Shan Shoop

A local player, Shan Shoop came into noodle competition initially with six flavors: Chicken,
Masala, Spicy lemon, BBQ Ketchup, & Bombay Briyani, See Exhibit 5.

Shan food is following expansion strategy. They are operating now from Spices to Sauces, Salt,
rice, Paste, Desserts & Lentils. Shan foods Ltd is now a house of a brand with its launch of
separate Brand “Maa”, See exhibit 5.

Shan Shoop initially targeted children aged between 6 to 12 years and faced the giants Knorr and
Maggi. After ban on Maggi noodles in India, the sale of Maggi went down in Pakistan as well.
Knorr grabbed the opportunity timely while Shan Shoop could not acquire significant market
share since its introduction, See exhibit 4. In 2015 Shan shoop discontinued three variants and
focused on Chicken, sweet Thai chili, & masala. Looking at the declining response Shan Food
expanded their segments and started advertising campaign “ Hum Andar se Bache hai”. By
targeting every age group, shan Shoop created Confusion in the mind of Customers. They are
facing competition and are unable to position their product accurately. Shan Shoop aired another
TVC during T20 Worldcup, 2021 Showing “ Magar thora trust to Must he”, see Ad:
https://www.youtube.com/watch?v=yMDssiFK-u0
We Branding Noody Noodles under the umbrella of National Food Brand . The purpose behind
the Branding decision is to influence all fast food lovers. The noodles are mostly preferred by
children & young adults aged 06 to 26 because of their school and university & bachelor life.
National food mainly focus on women. Therefore our product will target bachelor and college
women. When it comes to delivering Hygienic and healthy food, researchers are to develop the
product with the help of culinary experts and consumers. Ingredients such as Foods surveys
would be conducted by A.C. Nielsen (Audience insight analyzer). As there is rapid urbanization,
more and more women are joining the higher education and workforce, they don’t have much
time to cook meal for hours. Therefore thay are short on cooking skills. Hence fast food is
preffered choice for college students and working women due to its convenienc & would offer a
‘great opportunity for National Foods to expand and grow their sales.

Perceptions

To analyze the perception of Maggi, knorr, and Shoop we went through different social media
platforms where we found distribution unavailability of Maggi in Pakistan. Maggi & Shoop are
perceived as low-quality products compared to Knorr in Pakistan, See exhibit 6. Therefore in
the mind of customers Maggi has functional taste problem while Knorr has grrabed the
emotional attachment, See exhibit 7 for perceptual map

Brand Personality

Noody Noodles is modern day women choice. She seeks coveyance due to hectic life-style of
modern world and thus choses National Noody Noodles because she refuses to compromise on
quality, taste & value. Therefore brand has Caring personality.
 relationship what
resonance
about you and me
loyalty

judgements feeling response

good social approval what about you
healty fun & excitement

performance imagery
high quality honest meaning
taste preferd by what are you
hygenic all

sailence brand identity who are you

brand logo, design and packging

We use CBBE branding model for branding so CCBE model consist on 4 stages

Brand identity, brand meaning, response and relationship for brand identity we create salience among
our targeted customer through our packaging, logo, and design

This is our brand logo by this we create our brand’s

salience we also create salience through packaging and design furthermore we move toward the second
stage which is brand meaning in brand meaning we tell our customer what are our brand by providing
functional and emotional benefit through performance and imagery to our customer in performance we
provide functional benefit like; its taste smell and qualit that create imagey of brand like ;honest prfered
by all. The points of parity of our brand regarding with our competitor is quality we provide same quality
standard as other competitor provides and it is also instant food which took only two minute for cooking
and ready in two minutes. However we set points of difference by providing hygienic noodles which is
Made from whole grains, it boasts 5 grams of fiber and 7 grams of protein per serving which is good for
our hearts and digestion. Then responses the ultimate judgments and feeling, positive accessible
reaction such as; NOODY noodles good for health and its yummy and delicious with feeling of fun and
excitement ,health consciousness and hunger satisfaction. Finally relationship with customer by creating
resonance the intense active loyalty the satisfaction of customer regarding taste and quality of our
brand create resonance

Exhibit 1 : Agriculture Growth to influence food industry

Exhibit 2: Region wise noodle market Growth

Exhitbit 3 : Knorr Product line

Knorr

Sauces

Snacking
Cubes Soup Noodles
mix

Chicken

Chatpatta

Sizzler

jalepeno

lemon chilli

Chin Chow

Hot & Spicy

Exhibit 4: % maket share noodles as Euromoitor report rice, pasta, & noodles in Pakistan
2021.

Chart Title
70

60

50

40

30

20

10

0
2018 2019 2020

Knorr Maggi Shan Shoop others

Exhibit 5: Shan Food Ltd Product Samples

Exhibit 6: some gilmse of competitors’ perception from customers
Exhibit 7: Perceptual map

References

 Dhanesh, G.S. and Sriramesh, K., 2018. Culture and crisis communication: Nestle India's Maggi
noodles case. Journal of International Management, 24(3), pp.204-214.
 https://canvas.hull.ac.uk/courses/367/pages/report-structure