Besides these food items usually do not serve the purpose of a “meal”. The instant noodles industry falls in the category between the so-called junk food and meal. Of course at times it does serve the purpose of full meal but not always as the staple meal f the Naples people are rice, pulses, vegetables and pickles. Generally instant noodles are taken as “khaki” I. E. Snacks. The concept of instant noodles was first introduced by the reputed Indian company- Nestle India limited during the late seventies. They introduced Maggie instant noodles with the concept of “2 minute noodles”.
It enjoyed the market monopoly for the initial years but after few years started facing competition by the domestic produces Gandhi Noodles Pat. Ltd. Which introduce “RARE”, using Japanese technology during 1 980, they also positioned themselves as instant oodles and this led them to a tremendous success within a short span of time. Rare become a massive hit in the Naples market. After few years, the Chuddar Group entered the noodles market, with introduction of “Way Way” as pre-cooked instant noodles that could be eaten directly from the packet.
Their technology was in collaboration with that of the Thai preserved technology and first of its kind in the country was also a major hit in the Naples noodles market because of its spicy taste and its popular seasoning. Till today Way Way is the market leader in the Naples noodles market. It has also been exporting its product in India and other different countries like Malaysia, Qatar, Bhutan, and Bangladesh etc. Then in the turn of the events, in October, 1 5th, 2000, the Himalayan Snap and Noodles (P) Ltd. Launched its flagship instant noodle with the brand name ‘Mayo’s’ it was one of the major ventures of Cheetah group.
Mayo’s was launched within the theme “full meal” and “Instant noodles, Instant satisfaction”. With extensive promotional activities, Mayo’s saw success at initial stage. It has since then been competing head on with the long time leader Way Way. At present condition Mayo’s enjoys he 2nd largest market share in the noodles market in the country. 1. 1. 3 MARKET ANALYSIS A) Market size: It is very difficult to analyze the exact market size for the noodles market in Nepal but approximately the total sale is 8 million cases in terms of quantity in 2009-2010 A. D.
A single case consists of 30 packets of noodles. The noodles market can be divides into two group’s I. E. A) pre-cocked ready to eat instant noodles: There are two varieties in this noodles segment, they are, brown variety and snacks variety. The total market size for this segment is almost greater than that of white instant cocking noodles. ) White instant noodles: The market size for this segment is lesser than that of brown instant noodles. Rare noodles, which are manufactured by Gandhi Noodles, remained the major player in this segment, overthrowing the one time leader, Maggie of India.
Also the white noodles are more in demand in the high altitude places, especially in the mountain regions. It is mostly the grunts, surpass, tribes who consumes these types of white noodles. Recently the HASPS has introduced white noodles in the market named Our-cheek. The market position Of it is unknown since it is recently launched. B) Market growth rate: The market for the instant noodles is growing at a high rate day by day. Since, noodles are regarded as fast food and also easy to cook it is becoming popular among the Naples people. 1. 1. Historical background of HASPS The Cheetah group, a multi dimensional group having activities in the manufacturing and the service industries, National & International trading business, Global representation and Social welfare has been involved in the business for generation. With over a century of business history, beginning with pioneer efforts of late Share Paranormal Cheetah and late Share Briar Ala Cheetah, today there remain a few business & activities outsides outside the scope of Cheetah group. The group with its motto “Growth through Trust” is expanding day by day under proficient chairmanship of Mr..
Moan Copal Cheetah. Now the group is one of the major business houses of Nepal. The name Cheetah group carries with it the signature Of excellence in all its endeavors. In growing from strength to strength, Cheetah Group has gained the confidence of the consumers and today the group strives to fulfillment its commitment towards quality products and services with its ever-growing list of international joint ventures. The launching of different Noodle of HASPS with technical collaboration with Thailand leading manufacturer of instant noodles Thai President Foods EPIC is another such ventures.
Promoted by the current generation Cheetahs, HASPS is the largest and among the most modern instant Noodles and Snacks plants to be set in the country. HASPS has been manufacturing various brands of instant noodles and Snacks I. E. Mayo’s, Mayo’s- sharing, Kaka Lack Boom, Our-Cheek, Alkali,J-MME, Hurry, Doddered, Chile & Humpty Dumpy. HASPS understand the need of valued consumers and converts them into reality. In short period of time, the company has been able to achieve a leading market share in Nepal. I addition, the achievement of national and international certification, I. . Nepal standard (138), ISO 9000:2000, SFA membership has created the highest confidence in Hasp’s product. Business Management Ethics: Business management in the new age indispensable requires fairness accountability transparency and responsibility towards all related parties to ensure business efficiency square competitiveness and leadership in the world Of information technology Quality policy: HASPS is committed is produce high hole some product that meet costumers expectations each individual at every level will be quality conscious and responsible for product quality 1. . 5 Insight of the Company Vision To be the best packaged Food Company serving International Standard Products for the utmost satisfaction of its valued consumer. Mission HASPS focuses on improving the best product quality, safety of foods consumption, as well as having environmental concerns. Business Management Ethics HASPS believes that in the new age fairness, accountability, transparency and responsibility are required most towards all related parties to ensure equines efficiency secure competitiveness and leadership in the world of information technology.
Quality Policy HASPS is committed to produce high quality wholesome products that meet the customer’s expectation. It believes that each individual at every level will be quality conscious and responsible for product’s quality, therefore quality has been given most priority among others. 1. 1. 6 HASPS For The Benefit Of the Society HASPS realizes that the success can only be derived from the effort of all employees to produce the quality products; also the support from consumers also counts vital.
Therefore, the company has been intending to express their gratitude towards the society and customer anyway they can. In addition to coming out with novel flavors and packaging formats, a mix fortification of Vitamin A, Calcium, Iron and Proteins has introduced into all the flavors of Mays products, Vitamin A, Calcium and Iron in Shake Lack Boom and Our- Cheek as a part of its contribution to help malnutrition issue since 2007. Moreover, every year HASPS sets aside a certain amount in the budget for the programs which benefit the public health, education and sports. . 1. 7 HASPS in the International Market HASPS products have become more popular in Nepal as well as in few international countries which provides company the opportunity to manufacture, distribute and to export their products to those markets. With years of expertise, hard working, and commitment, HASPS offer wide range of products and can customize to Serve different tastes Of customers. Throughout the years, their domestic markets as well as export markets have had a constant growth and diverse expansions into leading regions. Such leading regions are: I. K, ii. Australia, iii. India, and iv. Qatar. Himalayan Snap and Noodles, a pioneer in the Naples noodle market darted its operation in the export market seven years before through India market. During the last seven years of operation in the export market HASPS has witnessed lots of ups and downs. However, through its main motto of customer’s satisfaction, it has been creating its own value and goodwill in the market. Today HASPS have already captured the market in the following destinations I. E. India, Bhutan, Korea, Qatar, UK and Australia.
By the success, Cheetah Group is motivated to expand their existing market in near future. Furthermore the entire team is dedicated to excel their performance in the says to come by through the main motto “Customer Satisfaction”. 1. 1. 8 MAJOR COMPETITORS The instant noodles market is growing at a high rate day by day. This shows that instant noodles fall in the growth rate of the product lifestyle. Since it IS in the growth stage there is heavy competition among the players in the industry to capture as much market as it can.
Way Way being one of the oldest instant noodles, which can be eaten straight from the packet has been able to capture a large portion Of the market and the other players sharing the remaining market. Competition in these industries is intense especially in the arm of price cuts and other low priced snacks segments. This has made it difficult for the new companies with low production capacity. The cost of production is higher for them and when they have to sell at a lower rate they have to cut down their margin. This means that they suffer loss of a substantial portion of the margin they could have got from selling their products.
The analysis of individual industry is done in this section. I have considered following major manufacturer of the instant noodles as the major competitors. A) Nepal Thai Products (P. ) Ltd. B) Goddamn Foods Pat. Ltd. C) Gandhi Noodles (P. Ltd. D) Asian Thai Foods Pat. Ltd. A) Nepal Thai Products Pat. Ltd. Chuddar Group has introduced its brand of instant noodles, which is eatable straight from the packet more than a decade back. Since it was the first of its type it caught the people’s attention and people in fact liked it.
The other reason could be contributed to its success is that Way Way used to be imported from Bangkok before and used to cost more than twice the cost Of the locally produced Way Way. Now it is the market leader in the noodles segment. Strengths Their technology is based on Thailand, which is famous for their quality instant noodles throughout the world. The product is known for its quality and hence has been able to command a premium price. They are experienced and have over the period time become the market leaders in the instant noodles segment.
There is high demand for their product in the market and since they have high production capacity. Since it was the first brown instant noodles that could be eaten straight from the packets, it has developed strong brand awareness. They have a very good distribution network, which has covered almost all corners of the country and also have en able to export some of its products to India and other different countries. Weakness They have good distribution channels but they are not very aggressive and hence the distribution effort is not very intensive.
They have low promotional activities and don’t have much of advertisement. B) Goddamn Foods If,/t. Ltd. Goddamn Foods Pat. Ltd. A subsidiary of Swanker Group introduced IMHO Ready to Eat instant Noodles in the market. While the Japanese use the word IMHO’ to describe beauty, in Spanish it stands for friend. So, according to the Shill Augural, executive director, Shank Group IMHO is a beautiful friend for consumers here. The noodles are manufactured at Goddamn ‘ s plant in Brainwash, Reprehend. They have brought in technologies from Japan and Taiwan to manufacture IMHO noodles in Nepal.
The product has been designed, considering the special taste and eating habits of Nepal people. IMHO is a wholesome, healthy and tasty food for all consumers. Strength The technology used is based in Japan and Taiwan and this has made the production more efficient. The technology is up to date with the requirements of the Gambia industries. They have qualifies manpower working for them, which has been a bonus. This is because they have been blew to use their manpower to their full potential and that too with minimum amount of training.
This save them cost and time which is usually required to train new employees. The product stands out in the market for its quality and has very distinct taste. This quality and distinct taste had build up a strong preference among the people for this brand. They also have high brand awareness among the common people and this has made it possible for them to explore new market and find a foothold in the market. Can be eaten straight from the packet. Since this is a very competitive market, promotion is very important for its arrival.
But since this is a new emerging manufacturer they are not able to spend huge amount on promotion and advertisement. They have a low production capacity than others. With the increase in the dollars rate has made the cost of production higher and the only way it can combat this is by having economies of scale. Hence the production capacity does hamper the effort of economies of scale. Gandhi Noodles is the pioneer in the noodles Industry, which took the Naples market by storm about 20 years back. Gandhi Noodle sells its brand of white noodles under the brand name Rare.
Though it is not eatable erectly from the packet it has been able to capture a large portion of the market since it is one of the oldest brand and people have adapted to this taste. Their technology is based on Japan and hence has been recognized for its quality product. It pioneer the pioneer product in the instant noodles market and it has made the name Of the product known to everyone as a common household name when you talk about instant noodles. They received the international food award in 1986. They have been able to successfully position its product as soup-based noodles, which is different from other brands of instant noodles.
They have a very good distribution network, which has covered almost all corners of the country and also have been able to export some of its products to India and other different countries. Weakness The plant capacity is less than that of the market leader and hence it cannot reach the economy of scale. They have a good distribution but they are not very aggressive and hence the distribution effort is not very intensive The major drawback of Rare is that it cannot be eaten straight from the packet like other brown instant noodles. D) Asian Thai Foods Pat. Ltd. Asian Thai Foods Pat.
Ltd. TAFT) is a popular venture of Shards Group situated in Sonar, Bargaining. It is the first noodle-manufacturing unit in Eastern Nepal. The plant is fully automatic with a capacity of producing 8, 00,000 hundred thousand packets of gems noodles per day. Rumpus, PM, Apathy, Pick, Pouched and Mama Brand Snacks are a few popular brands produced and marketed by the company. TAFT is committed to providing finer and healthier products to its customers, On this line the company has launched the countries first healthy ready to eat noodles made out of whole wheat (Data).
Further TAFT is also pursuing to provide innovative and healthy dead to eat convenient snack items. Strengths TAFT is certified with ISO 9001 (2000 edition) and Nepal standard certification. It is also a member oafs, ASSAI. The product is known for its quality and hence has been able to command a premium price. There is high demand for their product in the eastern region of Nepal and since they have high production capacity. Can be eaten straight from the packet. They have low promotional activities and don’t have much of advertisement.
They have a good distribution but they are not very aggressive and hence the distribution effort is not very intensive 1. 2 Statement of the problem The entire study has been governed by a single concern that is, to understand the actual market share covered by Mayo’s noodles in Katmandu valley. I went to HASPS for internship project and the company wanted to do the Market Research “Top of mind” awareness of HASPS Products I. E. Mayo’s noodles, since the company wanted to know “Top of the Mind” awareness of their product.
For the purpose of this research project the broad problem area for Himalayan Snap & Noodles Pat. Ltd are evaluating whether: The company through its current marketing strategies has been able to create the desired brand among its target market. The company has been able to create a more favorable attitude Of the people towards Mayo’s instant Noodles by employing its current marketing strategies. The company through its promotional mixes been able to generate favorable response in terms or consumption and gain in market share, towards Mayo’s Noodles. 1. Objective of the study The ABA program of Bronchial university (PIG) requires students to go through an internship in an organization to gain practical knowledge through the first ever working experience. The main Objective of this internship program is to develop the managerial skills, understanding the problems acing the organization evaluate the causes and find the feasible solution weighting the various aspects of organization. This internship report is based on the Marketing Management with relating to Himalayan Snap & Noodles Private Limited (HASPS) which is a largest noodles manufacturing company of Cheetah Group in the country.
Eventually, we can conclude that the significance of marketing management is inevitable for any country economic growth and development the key objectives of the study are as follows: To analyze the practical implication of the theoretical aspects learnt during ABA program. To acquire exposure in the work environment resulting in the development of practical knowledge, personality and confidence. TO study and understand the Noodles market of Nepal. To gain knowledge on present market status of Mayo’s and Himalayan Snap brands. To undertake a market research to determine the attitudes and perceptions of the noodles consumer towards Mayo’s vs.. There com petition brand. To come up with the possible strategies for HASPS. 1. 4 Area of study: Different organizations are established for different purposes and could be studied for any purpose. Every organization consists of different departments such as Production, Accounting, Human resource, Auditing, Branding and many more. Keeping it clear and coherent, here the Branding sector with reference to HASPS is chosen for the study purpose. Today the market becomes very competitive, and this competitive world it becomes one of the most necessary parts of every organization to make strong brand position of their product in the consumers mind.
Since, the Branding refers to the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated resent in the market that attracts and retains loyal customers. Importance of Branding is as follows Brands enable customers to remember your product-service. Brands build customer loyalty and lead to repeat purchases. Brands make it easier for current clients or customers to refer you to others.
Brands send a message as to what your customers can expect. Brands convey an emotion. Brands add value. 1. 5 Scope of the study The scope of my study is This is the Research Project. Therefore, all the collected data, Information & Findings has been guided by Research Management Principal. Though I have analyzed the Naples education at undergraduate level, the main focus of the study has been Bachelor Of Business Administration (ABA) The findings obtained from this Research are based on the Opinion and information provided by consumers and retailers in the Katmandu Valley. . 6 Limitation of the study We encountered the following difficulties while collecting the data for the survey. Cost Constraints: The major problem that we encountered was the shortage of the fund. Due to this I was not being able to collect the data to the desired extent. Secrecy Policy: The respondent hesitates to give the information. Especially, the company officials were not giving the required information which limited the in-depth study of Topic. Time Constraints: Time factor also affected our survey study. We had a time of two months and this time frame Was very short.
Data Constraints: Another problem We faced was the unavailability of the data. We couldn’t get the information on demand, supply and the production of Noodles in Nepal. Location Constraints: Due to time and cost constraints, our survey was only focused to the valley. We couldn’t collect data outside the valley. CHAPTER II: LITERATURE REVIEW For the review purpose I referred to relevant materials provided in in internet, in different journals and also the previous research done on the retail outlet which was provided by the company itself.
Top of the Mind has traditionally been defined as ‘the percent of respondents who, without prompting, name a specific brand or product first when asked to list all the advertisements they recall seeing in a general product category over the past 30 days. Companies that are well known advertise heavily and have attention-getting ads that tend to receive the highest top of mind awareness scores in ad tracking studies. Another definition is, “Owning the space that your product or service occupies between your prospects’ ears. That way, when they’re ready to buy they think of you first. Another way to explain Top of the Mind is to ask, “Whom do you think of first when you think of [product/service]? ” The answer to that question is the company that has achieved top of mind awareness with you. Top of the Mind varies from consumer to consumer. “Top of mind awareness” is a way to measure how well brands rank in the minds of consumers. Companies that build brand awareness tend to also rank highly in “top-of- mind awareness. Thus, ATOM correlates strongly with market share of a product. For companies that conduct high-dollar transactions, ATOM is particularly important.
Mortgage brokers, real estate agents, and auto dealerships are particularly reliant on top of mind awareness. However, ATOM holds value for companies offering products and services of all transaction levels. Http://en. Wisped. Org/weakfish-of-mind_awareness According to the book “The 22 Immutable laws of Branding (English)Top of Harper Collins” Top of mind awareness means when your potential customer decides to buy your particular product, yours will be one of the names they ill think of. “Top of mind awareness” is when people in a market have a particular brand on the tip of their tongue and can be described as being aware of it.
