Group: Marketech.

Independent University, Bangladesh

Block: B, Dhaka – 1229, Bangladesh
Prepared For:
Suman Prosad Saha
Lecturer
SB, Independent University, Bangladesh
Course: Principles of Marketing (MKT201)
Section 6, Group name: Marketech
Date of Submission: September 20, 2020 (Sunday)
Submitted by:

Member’s name ID
Mohammad Irfan Amin Tanim 1721862 Market description (Target
market) – existing product
Sanjana Yasmin 1710861 Market segmentation (New
version of the product)
Tasmiha Islam 1920699 Assessment of 4Ps (Existing
product)
Nusrat Jarin Fouzia Otri 1930175 Prospective target market
(new version of the product)
Farhajita Islam Gunjon 1930236 Positioning (new Version of
the product)
Raiiyan Fahad Hossain 1820690 Competitive review (Existing
product)

Date: 20-09-2020 pg. 1

Group: Marketech.

Table of Contents
Current Marketing Situation ....................................................................................................... 4
Assessment of 4Ps .......................................................................................................................... 4
Market Segmentation (Target market) ....................................................................................... 7
Competitive Review ...................................................................................................................... 9
New Version of the Product: ...................................................................................................... 15
Segmenting Consumer Market .................................................................................................. 16
Prospective Target Market ........................................................................................................ 18
Targeting Strategies: .................................................................................................................. 19
Positioning: .................................................................................................................................. 20
The Marketing Mix: ................................................................................................................... 21
References:................................................................................................................................... 23

Date: 20-09-2020 pg. 2

Group: Marketech.

Executive Summary

Mr. Noodles is a product of Pran which was established in 1981 and it has over 200+ products
operating in 70 countries with 11.12%growth rate every year.

Instant Noodles are a favorite snack for the children and also for the adults of Bangladesh. This
hassle free meal is loved by all for it’s great taste, its cheap price and the fact that it takes very
little time to cook. Mr. Noodles is a well-established and a popular fast-growing countries instant
noodle. In this project we tried to evaluate the market of Instant Noodles in Bangladesh. We have
also tried to find out the consumer perception about Pran Mr. Noodles. We also showed the
market segmentation for Mr. Noodles and the target market strategy in brief. Also analyzing the
current market strategy of mr noodles and also promising more suitable market strategy.Pran Mr.
Noodles caters to the diverse taste of their global consumers instantly which are properly
packaged to ensure its quality and goodness providing different flavor for different taste buds.

Date: 20-09-2020 pg. 3

Group: Marketech.

Current Marketing Situation

Assessment of 4Ps

Done by: Tasmiha Islam. ID: 1920699

A company uses marketing mix to promote its brand or product in the market. The 4Ps make up
a marketing mix which includes Product, Price, Place, Promotion. It helps to understand what
our product or service can offer to our customers. Mr. Noodles is a brand of instant noodles
manufactured by PRAN. Marketing mix of Mr. Noodles analyses the brand which covers 4P and
explains Mr. noodles marketing strategy.

Product Strategy: Mr. noodles is one of the most loved and eaten food in Bangladesh. Mr.
Noodles is a popular ready-to-cook noodles. It’s a convenience product which is available in
many flavors and also has many purchase place. A packet of instant Mr. noodle comprises of a
noodle cake and a masala pouch. The product strategy is to offer instant noodles which are ready
to eat after simply adding hot water. Mr. Noodle is made of healthy wheat flour, Potato starch,
edible Vegetable oil (Palm), refined Salt, Anti caking agent, thickener and from various and
household masalas. Mr. noodle comes in a number of varieties, to name a few – Magic Masala,
Spicy tomato flavor This product launched for kids, young generation and also for working
women. They also launched cup noodles with various flavor. Mr. noodles has introduced a lot of
flavor in the market according to the tastes of its customers.

1. Mr. noodles curry flavor: This product has Spaghetti Bolognese Sauce. This sauce is
loaded with ground beef, spices. Which is really healthy and contain protein.

Date: 20-09-2020 pg. 4

Group: Marketech.

2. Mr. noodles Ready bite (snack noodles): Ready bite has the instant solution for food
hungers and it's a perfect for daily morning and evening snacks.

3. Mr. Noodles Magic masala

4. Mr. Noodles chicken flavor

5. Mr. Noodles vegetable flavor

6. Mr. Noodles beef flavor

7. Mr. Noodles spicy tomato flavor

8. Mr. Noodles egg Noodles

When it comes to packaging the product Mr. noodles follows unique color code and used similar
color for each flavor. For vegetable flavor they use green color and for magic masala they use
red color packaging. Mr. noodles offers different sizes of package (40gm,62gm). It offers family
package which has 8pc, 12pc and 14pc of noodles cake.

Pricing strategy: Mr. noodles uses a cost based and competitive pricing strategy. Mr. noodles
offers different sizes of packets at various prices so that the middle- and low-income class
customers can buy as per budget.

• 1 single(40gm) Mr. noodles price BDT 10

• 1 single(62gm) Mr. noodles price BDT 17
• 4 pc (40 gm) Mr. noodles price BDT 40
• 4pc (62 gm) Mr. noodles price BDT 65
It shows how Mr. noodles offers different sizes of packets at various price so it is affordable by
all income groups. Mr. noodles Cup noodles price BDT 50 which is the lowest price is the
market to get more market share with low prices and high-quality standard.

Date: 20-09-2020 pg. 5

Group: Marketech.

Place And distribution strategy: Mr. Noodles are available at every regular store in an urban
locality. As the brand is looking into the rural market as well, it has spent heavily on distribution
in the last couple of years to build a strong network. It is totally important for the brand to
maintain its presence in every area where the competitor is present currently. Mr. noodles
products are widely available due to the strong presence of Pran. The distribution strategy is
producers to distributors to wholesalers to retailers to consumers. The retailers can be
convenience stores or local supermarkets. It is extremely important for the brand to maintain its
presence in every area where the competitors present currently.

Mr. noodles Promotion & Advertising Strategy: The promotional and advertising strategy in
the Mr. noodles marketing strategy is as follows:

Mr. Noodles has used advertising as its main promotional strategy to create awareness and for
brand recall. Mostly it focused on kids and working women who have very less time to prepare
food. The advertisements mainly focused on kids. So, to Attract kids Mr. noodles created TVC
on popular cartoon show Motu Patlu and the tagline was “Yummy Taste”. Also Celebrating a
family occasion concept used tagline “chotpot ranna jhotpot pusti’. And attract many young stars
they used story-line on friendship which really attracts a lot of young people. Mr. noodles also
does celebrity endorsement for its product. As sales promotional strategies Mr. noodles has
attached various free goodies with its products such as free samples, tiffin box and bottles. Mr.
noodles sponsored kids show and also cooking show to bring awareness the product in front of
more potential customers. In recent years Mr. noodle has also been very active on social media
and promoting product through Facebook, YouTube videos.

Date: 20-09-2020 pg. 6

Group: Marketech.

Market Segmentation (Target market)

Done by: Irfan Amin. ID: 1721862

Mr. Noodles Current Target Market

57% percent of children in a family

love to eat instant noodles where young
adults are only 8%. But 35% of
respondents think that everyone loves to
eat Instant noodles. This shows us that
children are still the primary consumers
of instant noodles in households.
Therefore, Pran makes the product more
attractive to children. 35% responded
“Everyone”, it shows that some adults also like to have instant noodles. This targets adults with
small campaigns and sees their responses.

From the right figure, we

can see the table which
illustrates Upper/Upper-
Middle/Middle-Status
people for Mr. noodles
market share based on
metropolitan, urban, semi-
urban & rural areas.

Based on this we say that Mr. Noodles’ maximum customer base is from the upper-middle-class
from all areas.

Date: 20-09-2020 pg. 7

Group: Marketech.

Chart 3 shows Mr. Noodles target market strategy from different occupational sectors starting
from student to a housewife.

Chart 4 shows the monthly income of instant noodles users.

Date: 20-09-2020 pg. 8

 Group: Marketech.

Competitive Review
Done by:Raiiyan Fahad Hossain. ID:1820690

The noodles market in Bangladesh is consolidated with the presence of global players, such as
Nestlé Maggi, Unilever Knorr, and Pran’s Mr. Noodles. Maggi is the leading player in the
market studied, followed by Pran’s Mr. Noodles. Major competitor of the present noodles
market is Nestle Bangladesh ltd. It is a well reputed company that started their business in
Bangladesh many years ago and providing food products to local customers. Moreover the
companies operating in the market studied are introducing various kinds of promotional
strategies to attract consumers’ attention. Day by day as people are becoming busier, the term
‘instant’ is gaining more popularity. At this point, the consumer product market in Bangladesh
offer limited variation in instant foods.

Major Players

1. Nestlé SA
MAGGI Noodles is the most loved instant noodles in Bangladesh which has won the hearts
of Bangladeshi families over the last 2 decades. MAGGI offers tasty and healthy solution,
with its noodles range in unique flavours.

Date: 20-09-2020 pg. 9

Group: Marketech.

MAGGI MASALA NOODLES

The classic MAGGI 2minutes Masala Noodles is fortified
with Vitamin A, Iron and Iodine. The tastemaker is comprised of popular
ingredients typically found in Bangladeshi households, such as turmeric,
pepper, coriander, ginger and cardamom. To boost the goodness in your
bowl, add colorful vegetables and lean protein such as chicken. Available in
37g, 62g, 248g, 496g, 744g and 992g pack sizes.

MAGGI CURRY NOODLES

MAGGI 2minutes Curry Noodles is also fortified with

Vitamin A, Iron and Iodine. The tastemaker is comprised
of popular ingredients typically found in Bangladeshi
households, such as turmeric, pepper, coriander, ginger
and cardamom. To boost the goodness in your bowl, add
colourful vegetables and lean protein such as chicken. Available in 248g and 496g pack
sizes.

MAGGI MASALA BLAST NOODLES

Maggi masala blast is Yummy and Spicy Noodles

especially for the teenagers who love to have hot and
spicy foods. Like our Masala range, this variant is
also fortified with Vitamin A and Iodine. Besides, its
unique tastemaker is comprised of the ingredients that consumers know and love such as

Date: 20-09-2020 pg. 10

Group: Marketech.

red chilli, turmeric, black pepper, onion, ginger and cardamom sourced from both home
and abroad. Available in 252g and 504g pack sizes.

2.Unilever
The newest member of Unilever Bangladesh’s food category – Knorr Instant Noodles – hit
markets from June 22nd 2015. Knorr, the biggest global brand of Unilever, has been delighting
Bangladeshi consumers with the Knorr Soups since its launch in 2005.The new product appeared
in markets amid much celebration. Knorr Noodles is available in markets in single packs, four
pack combo and eight pack family size. Here comes the flavors:

Chicken Sizzler Classic Chicken

masala noodles with the taste instant noodles with the taste

of real chicken in every bite of real chicken in every bite

❖ Both available in 65g, 260g and 520 g pack sizes.

Date: 20-09-2020 pg. 11

 Group: Marketech.

2. Square Food & Beverage Limited

In 2016, SFBL introduced another brand which is Chopstick instant noodles. Though the market
was already established for instant noodles with so many foreign and local brands, SFBL took
the challenge to compete in this sector.

Key Features of Chopstick Instant Noodles:

• There is no tasting salt (MSG) added in chopstick instant

noodles. Tasting salt or MSG or monosodium glutamate or
flavor enhancer 621 are the alternate names of that artificial
chemical ingredient. Long term uses of tasting salt Is
obviously harmful especially for children, old people and
pregnant women. Chopstick instant chopstick instant noodles
enriched with iodine, protein, calcium & iron. They are
available in248gm (4 packs) & 496gm (8 packs).

3.Cocola noodles:

Cocola Food Products Ltd. is one of the leading food manufacturers is Bangladesh started its
journey in 1973 with a vision to improve the standard of food habit of the consumers by
offering innovative and quality products in the markets. The first product of this company was
Cocola lozenge, through which Cocola was well known
to its consumers. Step by step it has launch Biscuits,
Noodles, Chocolates, Chips, Wafers and so many snacks
products. It has around 17 variants of noodles starting
from dry to instant noodles and not to mention, the most
popular of all the egg noodles.

Date: 20-09-2020 pg. 12

Group: Marketech.

Cocola Bowl Noodles (Egg & Chicken)

Weight/Pack : 65 gm

Quantity (Cartoon/Bag) : (12x6)x1

MRP (Per Carton/Bag) : ৳480

MRP (Per Packet) : ৳40

Egg & Chicken Masala Noodles

Weight/Pack : 180 gm

Quantity (Cartoon/Bag) : 24x1

MRP (Per Carton/Bag) : ৳480

MRP (Per Packet) : ৳20

Egg Noodles

Weight/Pack : 180 gm

Quantity (Cartoon/Bag) : 24x1

MRP (Per Carton/Bag) : ৳432

Date: 20-09-2020 pg. 13

Group: Marketech.

MRP (Per Packet) : ৳18

Maggi Knorr Chopstick Cocola

• In 2020, 53% • In 2020, 5% • Negligible • Negligible

market share market share market share, market share
• Easy to cook, • Excellent as they are due to poor
2 min module advertising not known to promotional
• Excellent under the all. activities and
advertising influence of • Poor poor content
Indian market advertisement for
advertising.
• More than
• More than 100 years of • People who • According to
100 years of business go for this a report in
business experience product are 2008, it used
experience • Reviewed to most likely to to be a market
• Very be too bland try it due to giant due to
sustainable for BD the brand the popularity
business with market name unlike of
loyal • Not very minorities Egg noodles
customer base sustainable who actually but later

• They go for due to the like the flavor dropped due

huge taste and also • Low to the people

sampling very few distributor wanting

• Although loyal channel in the instant

very limited customer base noodle noodles rather

variety of • Similar market of than stick

products pricing as to Bangladesh noodles.

Date: 20-09-2020 pg. 14

Group: Marketech.

• Similar others • Introduced

pricing as to instant noodle
others but not many
• Lower profit people know
margin to • Strong
retailers distribution
• Best channel
distributor • Variety of
channel products and
cheaper
unlike the
current giants.

• Main
drawback-
promotional
strategy.

New Version of the Product:

We come up with Mr. noodles spicy chicken ramen flavor which is currently not available in the
market.

Date: 20-09-2020 pg. 15

Group: Marketech.

Segmenting Consumer Market

Done by: Sanjana Yasmin. (ID:1710861)

Market segmentation is a process of dividing a market into potential customers into groups, or
segments based on various features. Segmentation permits us to recognize our customers and
determines how to meet their needs and to best fit those needs with our product and services. It
helps us shape and implements those needs and wants to form better marketing strategies from
time to time. Hence our Company is mainly focused on two types of market segmentation for the
new product to be launched; demographic and geographic.

Demographic Regions

Demographic regions have various categories such as age, gender, income, education, family life
cycle, religion and socio-economic status. Instead of targeting the whole market, a company uses
this method to focus on smaller categories to target market more efficiently.

Why Have We Chosen Demographic Segmentation?

It allows a company to be more specific with the marketing strategies. It helps us see a
company’s vision, have more direction with future advertising plans and optimize its’ resources,
time and budget.

Date: 20-09-2020 pg. 16

Group: Marketech.

DEMOGRAPHIC AGE
SEGMENTATION

Therefore Mr. Noodles has aimed on age as it is the most basic factor of them all. It affects
consumer buying behavior. As we know consumer taste continuously changes with age. Since
“Hot Chicken Ramen” is a flavored noodle that cannot be consumed by people of all generation
so narrowing the market more precisely, we are targeting the consumer age from 14 to 35 years.
This ‘Hot Chicken Ramen” is suitable for students who can have this on their tiffin period or
break time, for employees who can have it on their lunch time or snacks time.

Why Have We Chosen Geographic Segmentation?

Date: 20-09-2020 pg. 17

Group: Marketech.

Geographic segmentation has various categories

such as regions, cities, urban, villages, density, and
climate. We have chosen Dhaka city as the first
region to launch our new product because of its
density as we know it is the most densely populated
city in Bangladesh. More than 19.5 million people
live in Dhaka. Being a capital city of Bangladesh, it
is also a progressed one compared to other cities.
People of Dhaka always look forward to changes,
upgrades of products; they love to explore foods of
different taste, flavors, and packaging. Therefore,
our target is to initially launch the product in Dhaka.
We would launch it to Sylhet, Chittagong, Khulna, Rangpur and other cities only if we get a
profitable feedback.

Prospective Target Market

Done by: (Nusrat Jarin Fouzia Otri. ID: 1930175)

The strategy which breaks a large market into small segments to concentrate a specific group of
customers within the audience. It concentrates on customer based unique characteristics and
focus only on serving them.

Target marketing is a very important part of marketing. It influences advertising, branding, as

well as customer experience and business operation.

Date: 20-09-2020 pg. 18

Group: Marketech.

Targeting Strategies:

1) Digital marketing: As our target customer is mainly young generation thus, we will
focus on digital marketing. Moreover, initially Mr. Noodles Hot chicken ramen will be
available in Dhaka city. So, digital marketing will help to remain within the geographical
range. The digital marketing strategies are as follows:

i) Facebook: Facebook is the most popular social media in Bangladesh. According to

internet world stat, more than 33 million people of Bangladesh are using Facebook and
the number is increasing every day. The lion share of the Facebook users is young
generation who fall under our target market. Therefore, Mr. Noodles Hot Chicken
Ramen will have an official Facebook page from where all the promotional campaign
will be operated. All the advertisement videos and photos will be posted there. Not only
that, a dedicated administration panel will serve any customer query. Customers will be
able to order through that page as well. There will be a feedback section, that will
certainly enhance customer engagement.

ii) YouTube: YouTube is the second most popular social media platform. Around 5.58% of
total internet users are YouTube users. Young people mostly spend their time on
YouTube. For these reasons, pop-up advertisement will help to capture a huge amount of
our target customers. Bangla drama is extremely popular nowadays, so we will also
sponsor some of the drama to reach our customers.

2.Event sponsorship: This is a perfect way to demonstrate credibility as an expert in the

business, and therefore to draw the attention of the customer. Sponsoring some school, college
and university events such as quiz competition, sports event, cultural event can create a good
mark in the customers mind. In those events Mr. Noodles will have small booth to promote sells,
as well as direct customer review can be collected.

Date: 20-09-2020 pg. 19

Group: Marketech.

3. Mobile van Marketing strategies: Mobile van marketing strategies will provide the
demonstration of the product to the curious consumers. We will spread few vans who will
promote on point selling as well as provide instantly prepared noodles among the
consumer to feed their curiosity.

(Photo: example of Mobile Van Marketing, Collected from: Google)

Positioning:
Done by: Farhajita Islam Gunjon- 1930236

The new spicy chicken ramen of Mr. Noodles will use the existing brand name and image that
they have created over the past few years and use it with the hope that it will attract customers
towards the new product. Also the extensive marketing will focus on its special features like the
new flavor and extra spiciness on ramen to get the attention of buyers and create room for the
product in the market. The 4P’s of the marketing mix will future explain the positioning of the
product into the minds of the customer.

Date: 20-09-2020 pg. 20

Group: Marketech.

The Marketing Mix:

Product: Mr. Noodles is a popular ready-to-cook noodles brand, which is available in many
flavors. A packet of instant noodles which includes a noodle cake and a masala pouch. Mr.
Noodles will introduce a new product in the line of noodles, which is Spicy chicken ramen. To
prepare a meal one has to boil some water, submerge the rectangular noodle cake. The noodle
cake being rectangular, this has been a trend since Maggi first advertised it this way. However,
since this is a spicy chicken ramen, there will be added chicken flavours and spicy sauce. The
package will come in two sizes of 40g and 70g.

Price: Price will be set in different categories, such as 40g packet will cost less than a 70g
packet. Price for 40g packets will be 50tk, and for 70gs pack it will be 80tk. Customers will have
the option to either buy it from retail stores or order it online on various different websites.
Discounts or promotions will only occur during festive times of the year. During festive times
such PohelaBoishak, Eid, Puja, and Christmas will severely attract customers to buy this product.
We as a company mainly target the value and desire of customers that decides to take one this
new Spicy chicken flavored Ramen. However, there is a competitive pricing advantage over the
imported products such as the Korean Samyang spicy ramen. Since Mr. Noodles is a local brand
there will be no import tax or duty fees. Also new entrants will come and try their best to gain
market share which can be done if they vastly reduce the price, but Mr. noodles will have the
first mover advantage in terms of Spicy Ramen in Bangladesh.

Place: It is very important for this brand to maintain its presence in every area where the
competitor is present currently. Occupying some space on the same shelf as competitors (Maggi,
Knorr, etc.) have occupied, is basically the core of Mr. Noodles strategy. Mr. Noodles Spicy
Ramen will be available at every regular vendor in an urban area. From department stores to
local grocery stores it will be in reach for customers. Furthermore, it will not be a challenge to
distribute this significant new product since Mr. Noodles will use already existing distributors
who are currently distributing their Noodles.

Promotion: In the first six months we are only planning simple promotional activities
effectively, which would get us our target customers. Only a select few types of promotional
activities will be done:

● Leaflets
● Banners (on restaurants, roads, wall, etc.)
● Online advertisement

Date: 20-09-2020 pg. 21

Group: Marketech.

● Facebook advertisement
● Online video advertisement

We will be using innovative ideas for our advertisements which will position our product in
our customer’s mind that they wouldn’t forget. For example, we will launch a challenge on
social media for taking on spicy ramen challenges. More importantly, we will be the first
business to reach everyone properly and with proper marketing strategies that other
competitors would have to work very hard in order to reach our level. A significant increase
in inflation can cause advertisements to be severely expensive.

Date: 20-09-2020 pg. 22

Group: Marketech.

References:

1.Principles of Marketing - Global Edition by Philip Kotler, Gary Armstrong (z-lib.org)_3.pdf

2.https://www.researchandmarkets.com/reports/4828320/bangladesh-instant-noodles-industry-
growth

3.https://www.pranfoods.net/brands/snacks/noodles-pasta

4.https://gs.statcounter.com/social-media-stats/all/bangladesh

5.https://www.nestle.com.bd/brands/maggi-noodles

6.http://www.unileverbrandsinfo.com/products/knorr/noodles/

Date: 20-09-2020 pg. 23