Hul Knorr Soupy Noodles Goa Research

hold on Knorr Soupy Noodles trade in Goa 1 Study on Knorr Soupy Noodles securities industry in Goa ACKNOWLEDGEMENTS With extinct the assistance of a spot of volume, this investigate could non live been completed. in that respectfore, we would worry to take this opportunity to give convey the following commonwealth Mr. Rammurthi Naidu, Territory sales ships representationr at Hindustan Unilever, Goa for providing us with the opportunity to work with an esteemed organisation and for guiding us to obtain the reinvigo answer ford k at a timeledge which volition be expedient in our future c atomic follow 18er.Dr. Divya Singhal, our faculty guide, we re only toldy appreciate her for her application and spirited efficiency in guiding us on the right track in the research. The root word members would corresponding to sound stunned a special thanks to Arul Raj, the owner of Crisp caterers/GIM pratteen for his support and bear upon in conducting our wet try. T he root too inadequacy to thank all the lecturers and staff in the divide ( aliment market place placeing) for their wholehearted assistance whenever required.A special thanks to all the respondents (general passerbys, retailers and students of Goa institute of Man get alongment) who filled in the pointnaire and provided with their views on the harvest-festival in review. The group thanks them for their quantify and concern. 31-03-2012 Students of Group 6, Section C query methodological analysis Goa Institute of Management 2 Study on Knorr Soupy Noodles grocery store in Goa TABLE OF CONTENTS ACKNOWLEDGEMENTS set back of practices 4 EXECUTIVE SUMMARY . 5 exercise .. 5 The Problem . The Method . 5 deduction . 5 gateway 6 The Objective of the guide Value of the correction . 6 Scope and limitations.. 6 The pulsation Noodles commercialise in India .. 7 The force anesthetise . Company profile. 9 chump profile 9 Ab let on Knorr Soupy Noodles . 10 REVIEW OF literary crossingions 1 usage Patterns of gross Noodles amongst Indians 11 Brand Awargonness and Loyalty .. 11 Factors influencing spending 12 Demand regard .. 2 methodology 13 pattern 1 14 bod 2 .. 14 Phase 3 .. 4 comment OF STUDY atomic number 18a & SAMPLING inclination .. 15 data COLLECTION . 16 QUESTIONNAIRE construct 17 uninflected TOOLS 8 FINDINGS.. 19 exploratory (CUSTOMERS) . 19 Aw arness of look atrs towards Knorr Soupy Noodles . 19 period-wise dispersion . 19 3Study on Knorr Soupy Noodles marketplace in Goa sexual activity Distri entirelyion 19 secure transition rate.. 19 Age Wise distri scarcelyion 20 EXPLORATORY FINDINGS (RETAILERS INTERVIEW).. 0 Demand potence of Knorr Soupy garrets . 20 statistical dispersal of Knorr Soupy lofts. 21 DESCRIPTIVE FINDINGS (WET SAMPLING) 21 CONCLUSION.. 7 inspireATIONS 28 REFERENCES 29 APPENDIX . 30 Table of signs direct 1 PERCENTAGE MARKET SHARE OF flashing NOODLES IN THE Indian MARKET. . 7 f lesh 2 VARIOUS nictation NOODLE BRANDS IN THE INDIAN MARKET. . 8 trope 3 KNORR SOUPY NOODLES BRAND profile. 9 FIGURE 4 RESEARCH DESIGN IN 3 PHASE METHODOLOGY chart . 14 FIGURE 5 AGE heady POPULATION DISTRIBUTION 5 FIGURE 6 MALE/FEMALE RATIO IN ingest 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 using up PATTERN OF NOODLES. 23 FIGURE 11 geographical CONSUMPTION PATTERN OF NOODLES ACROSS INDIA .. 23 FIGURE 12 localize WISE BRAND appreciation OF INSTANT NOODLES . 24 FIGURE 13 RECOMMEND FACTOR OF KNORR SOUPY NOODLES . 5 FIGURE 14 stress SATISFACTION OF SOUPY NOODLES . 25 FIGURE 15 RANK OF VARIOUS NOODLE PRODUCTS ON BASIS OF hear. 25 FIGURE 16 REASONS FOR NOT buy KNORR SOUPY NOODLES .. 26 FIGURE 17 VISIBILITY OF KNORR SOUPY NOODLES . 26 4 Study on Knorr Soupy Noodles Market in GoaEXECUTIVE SUMMARY Purpose This report aims at large a put right picture much or less the motley factors that modulate the cognizances of guests or so Knorr Soupy Noodles and estimating the sympathys for the slow egression rate of Knorr soupy noodles in Goa. The report contains suggestions and recommendations to leverage the crack of Knorr Soupy Noodles in Goa. The Problem Soupy Noodles launched in 2010 by Hindustan Unilever, chthonian the print of Knorr, has not managed to distinguishedly bite into the grocery look at of the hereditary pattern dishonor- Maggi Noodles. there is a grocery military post in Goa wherein there exist real erratic dispersal of Knorr soupy noodles and the consumer has not yet received the efficient and fitting supply of the same. Our research problem explored the aw beness, availability of Knorr Soupy noodles and the tasting picks, sucker perceptions of the consumers. The Method This soft report card on Knorr soupy noodles which contains interview, questionnaire and obse rvation has been done to find the note health of Knorr Soupy Noodles in Goa.The depicted object consisted of 3 anatomys dickens preliminary phases and a conclusive research phase. A field subscribe to of discordant customers via receive interviews and in-depth interviews threw lightsomeness on the several(a) factors that influence the procure of the product. Wet sampling was effectively conducted among students of Goa Institute of Management at Sanquelim, Goa. Our plain under culture was that of Sanquelim, Bicholim and Mapusa which represent quasi(prenominal) catchment profiles to argonas of Ponda, Valpoi and Quepem in Goa. Our total take in size consisted of 350 people. ConclusionThrough this research, a disentangle answer came break(p) Knorr Soupy Noodles is still the second filling to Maggi noodles(but above all the another(prenominal)wise fanf be noodles brands) and the variant factors that contributed to this in descending order of importance was availab ility, visibility, expense and destinationly hold. The take in for the product exceeds the supply and the keep company needs to relook at its go-to marketplaceplace strategy and disrupt the market in cost of distribution and target instalment (consider 20-25 age group). Although bulk of the consumers would recommend Knorr Soupy noodles, their druthers privilegeence was still inclined towards Maggi noodles.The positives that were born from this piece of work was that audition is not the main modestness why consumers be not picking up Knorr Soupy noodles but other factors a worry(p) 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 suspensor Hindustan Unilever to elucidate the position of its brand Knorr Soupy Noodles in the arcsecond noodle market of Goa, India and to study the various factors and reasons for the slow growth rate of Knorr Soupy noodles in t he market The specific objectives of the study were i.To study the extent of consciousness towards Knorr soupy noodles, ii. To analyze factors influencing the buying behaviour of blink Food Products/Knorr soupy noodles, iii. To estimate demand potential for Knorr soupy noodles, iv. To study the extent of market sixth sense 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 flashgun noodle market. Secondly, the study provides current situation of the blinking noodle market and customers responses to different blink of an eye noodle brands.This study shall t 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 caller view on the perceptions of retailers just ab appear the product shall drop bias and provide a infract corking example o f the demand generation and customer perceptions ab aside 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 than than sales accession. Scope and Limitations The scope of the project was restrict 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 impress of substitute products in the twinkling pabulum market like pasta , mend to eat paratha , blink idli mixes and so ontera piece of music conducting the research. Consumer profiles of focus students of GIM were interpreted and function patterns of this group may transfer from other teenage/college going community The Wet take in was done with only deuce flavours ie.Chinese chow and tomato plant chatpata flavour of Knorr soupy noodles Taste and Flavour can vary with smoke production in wet sampling. The whole project was completed deep down 2 months in a cross sectional manner. The Instant Noodles Market in India Noodles are a commodity which is consumed by all(prenominal)one, 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 dominate the Indian noodle market till now but lately many large FMCG players and retail duress imbibe launched their products in this stipendiary space.Maggi enjoys a market destiny of all everywhere 70% today, despite the movement of a number of other brands. In the archaean 80s, the conservative and typical fare function era, the impression of ready-to-cook viands was alien to the Indian market. People were unbelieving to look into with food especially food meant for their children. patronage the unfavourable circumstances, Maggi took the challenge and launched itself in 1983. Indian noodle market ( pulse 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, Nestles Maggi Noodles was the only kingpin in the noodle market. However, in the recent past two s nearly- cognise FMCG players in the country Hindustan Unilever (HUL) and GlaxoSmithKline (GSK) introduced their own brands of instant food noodles and fuck off 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 Nissins Top Ramen.For FMCG behemoth Unilever promoting its noodles under the Knorr brand opinems to be a wellcrafted strategy since Knorr is a direct competitor of Maggi in soup category. Therefore, the company is carry ond of establishing a relatively un known brand from scratch. There is advanced 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 inquiry 2011 7 Study on Knorr Soupy Noodles Market in GoaThe Battleground Figure 2 Various Instant noodle brands in the Indian Market. Some of the modernisticer entrants into the instant food category are Horlicks Foodles, Knorr Soupy Noodles, Nissin Top Ramen and Sunfeast Yippee. Maggis effective positioning and effective promotion and sales made it the most-love noodle brand in India. In 2005, the Maggi brand was worth USD 3. 7 bil social lion 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 gain require well identified noodle brands besides Maggi Noodles and Nissi ns Top Ramen. New investments by HUL and GSK are salaried off now. Indivi doubledly, they hold 5% and 2% individually of the noodles market share. GSK, HUL and ITCs entry into noodles will commove up the competition for Maggi, which is already confront traveling bag from retailers private labels like Tasty Treat from coming(prenominal) Group and Feasters from Aditya Birla Retail. According to data provided by Nielson Co. Maggis share of instant noodles, on an all-India rear, across urban markets, has slipped consistently in the midst of 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 Indias largest degraded Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two turn out of ternary Indians. HUL works to create a better future each day and helps people see good, look good and get more out of emotional state with brands and services tha t are good for them and good for others.With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and weewee purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes pass offing theater brands such as Lux, Lifebuoy, Surf pass by, Rin, Wheel, Fair & Lovely, Ponds, Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Walls and Pureit. The Company has over 16,000 employees and has an annual turnover of round Rs. 9, 401 crores (financial year 2010 2011). HUL is a subsidiary of Unilever, one of the servicemans troikaing suppliers of fast moving consumer goods with severe local roots in more than ascorbic acid countries across the globe with annual sales of about 44 billion in 2011. Unilever has about 52% shareholding in HUL. Brand profile 1. Knor r in India is generic to soups. 2. Knorr is the largest soup brand in India and has a lions share of the soup market in India 70% 3. All Knorr products catch no added preservatives and are a healthy excerpt option Figure 3 Knorr Soupy Noodles Brand ProfileThe Knorr range of soups is procurable 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 plant, Mixed Vegetable Chicken Delite and tomato Twisty Pasta, the Oriental range with flavours like refreshed Corn Vegetable, Sweet Corn Chicken and baking n Sour and the Indian range with flavours like Tomato Makhni and Corn Mast Masala. Knorr Ready to Cook helps the consumer unsex her familys favorite dishes at home and helps her get eating place like taste at home itself.It buzz offs 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 Kn orr Soupy Noodles range, a crotchety 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 nose candy% real vegetables and carries the Healthy Choice Stamp. Its blusher 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 Nestles 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 Nestles brand Maggi The food habitats in India find changed due to the occidental influence and the usage of these foods is on the rise.These foods are wide use 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 score been a part of everyday life, match to the ASSOCHAM survey. hitherto though after universe economical and convenient, 34% of the consumers favor the traditional types of foods which are fresh and lifelike 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 rescue instant food (canned, instant mixes, baked, pasta, etc. . Reasons are the steep rise in dual income take aim and standard of living, doodad, influence of western countries etc. , according to a survey under taken by the Associated domiciliate of Commerce and Industry of India (ASSOCHAM). The survey points out tha t these contrivance foods are preferred (86%) mainly by atomic families where both husband and wife are work or by bachelors who wish to avoid hotel food or people who do not receive 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 ever-changing very rapidly, points out D S Rawat, writing table 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 consumers look regarding their eating habits. Brand Awareness and LoyaltyIt was a gallus of years back when big companies like GSK, HUL, ITC and tumid Bazaar decided to enter the market. They entered the market done their power brands like Horlicks and Knorr. They offer ed 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 Maggis market share has fallen by around 15 part since the launch of these new brands. This happened in less than 2 years. The research done by us provides an acumen 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 hasnt done much experiment with other flavours. But ITC, HUL and GSK now seem to cook woken up to potential of this category which is growing at over twenty percent consistently for the last some years. It is these players who are introducing the Indian consumer to newer flavours and ingesting them to experiment beyond Maggi.HUL and GSK are playing on their strengths of their unfluctu ating distribution networks and strong media presence. HUL has extended its Knorr franchise. It combines noodles with soups and soups are in general considered healthy. GSK, with its Horlicks extension has launched Foodles, which is a multigrain noodle, pegged as healthier alternate to Maida noodles which postulate 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 commove to pursue the consumer to retain brand the true. Through this interactive campaign they are trying to reinforce the emotional fall in with its consumers. Factors influencing wasting disease The majority of the working class also mentioned that instant noodles are a boon to save time, p ostal code and money by using these foods.Various foods helped to keep on the age-old traditional method of long conceptualization of grinding, cooking or fermenting for hours and so reservation 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 save time than before they had kids, it is now a common fact that they are outlay less time in the kitchen, and are bout 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 outgo in the busy and hectic life. The very term instant means simple, fast ,convenient and affordable food which is sluttish 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 verbalise that another advantage of instant foods that obtrude upon less space in the kitchen or pantry, the core 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. 12Study on Knorr Soupy Noodles Market in Goa The survey highlights that 85% of parents with children under flipper year are serving these easy-toprepare meals at least(prenominal)(prenominal) 7-10 times per month due to increased pressures at work, and increasing complexity in other household management ar eas- They would be actively looking for ship canal 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 adopt to execute the research. The research has been done in three phases in a span of two months.Phase 1 wildcat question 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 soft 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 alter relevant categories to determine the trend among these clusters.By taking the varied category we have time-tested to come out with issues (if any) and the opportunities. The detailed study has been carried out on the bum 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 segmental 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 explorative 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 ( pairing 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 proportion in Sample Population. 5 Study on Knorr Soupy Noodles Market in Goa DATA COLLECTION The research is based on the primary data self-contained from customers, retailers and students. The approach adopted (Phase 1) was exploratory for customers who are condition a semi structured questionnaire on tangible 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 time collecting data. The table below gives a degenerate view of the data collection methodology. Figure 7 Data Collection Process Chart 16 Study on Kno rr Soupy Noodles Market in Goa QUESTIONNAIRE DESIGN Questionnaire is being designed in two phases viz. exploratory customers (Phase 1) and descriptive- students (Phase 3). The questionnaire has been designed keeping in judgement 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 premier(prenominal) 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 abutting, 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 turn down 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 call 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 di vided into three parts as follows plump off 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 hollow generic consumption patterns. 17 Study on Knorr Soupy Noodles Market in Goa Part 3 To dismember the tastes and preferences based on the wet sampling The reason for this division is to segregate the information gathering and come across 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 stack away 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 Likerts weighing machine (1 being least preferred-5 being most preferred) and rank order scale techniqu e 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. sexuality Distribution Figure 8 illustrates that there is no significant variation 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 variation rate (The number of people who are aware about Knorr Soupy Noodles and have acquired it is the purchase variety rate) From the study we can infer that the purchase alteration 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 co nversion 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 liveity of demand, and demand stirred 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 Mag gi Owner, Jai Bhavani Sweet Mart, Sanquelim Incentives for displays are not given, and hence I dont 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, BicholimDemand 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 buy decision to substitute brands dude to unavailability. Demand is a function of price, income, price of substitute goods, choice and preference. distinct 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 high than Maggi and some of the demand of soupy noodles might get touched by it being a price elastic market. Especially, when a heritage brand like Maggi is available at a lower price. Soupy noodles have an modern concept of providing two food items at a time which is noodles and soup. The message is being communicable 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 great 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 e xercise 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 break a deep understanding of the consumers 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 insta nt food products. The attribute that influences the consumption the most is thwack (42%) while PRICE (7%) and ADVERTISING (2%) are the factors that influence the purchase of instant noodles the least (assuming competitive price 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 obtain FREQUENCY OF OUTSIDE FOOD (Non-canteen food) The study shows that students prefer eating away 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 outback(a) at least 1-2 times a hebdomad.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 tha t 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 paucity of time and erratic eating habits.Many consumers in colleges lead time-pressured schedules and have less time available for dress meals, as a result of which demand remain 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 effect ively 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 s econd 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 mark wise Brand Preference of Instant Noodles TASTE SATISFACTION OF KNORR SOUPY NOODLES The study reveals that only 2 people out of every 100 shun 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 alarming revelation was that only 1% of the sampled population was pursy 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 eat the product are high, but followers are not increasing as expected by the company. Consumers are not enthralled y et 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 study 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 NoodlesFigure 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