Ruski instant noodles
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Ruski instant noodles. Presented by: Mr. Teh See Yong. Content. Introduction Ruski in Malaysia Ruski – A brand for the Muslim Market Instant Noodles Market in Malaysia How Ruski established its foodhold in the battle field? Ruski – The 5 P’s The Key Achievement of Ruski

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Ruskiinstant noodles

Presented by: Mr. Teh See Yong


Content

  • Introduction

  • Ruski in Malaysia

  • Ruski – A brand for the Muslim Market

  • Instant Noodles Market in Malaysia

  • How Ruski established its foodhold in the battle field?

  • Ruski – The 5 P’s

  • The Key Achievement of Ruski

  • Where Do We Go From Here?


Introduction : About The Speaker

  • Name : Teh See Yong

  • Company : Yee Lee (Malaysia)

  • Position : Head of Department (Branding)

  • Working experience : 25 years (Product management & branding of fast moving consumer products)

  • Worked with MNCs such as DKSH (Diethelm),

    BiersdorfAG Germany, Warner Lamberg


RuskiIn Malaysia


How did it all begin in 2001?

  • Yee Lee, a leading trading company in Malaysia was expanding its business via strategic alliance/ partnership.


Ruski – A Brand For The Muslim Market

  • Eyeing for Mama but ended up with Ruski.

  • Malaysia was tasked to launch Ruski as more than 60% of its population are muslim.


Instant Noodles Market In Malaysia


When RuskiMade Its Market Entry…

  • Saturated and fragmened – more than 50 brands in competition.

  • Dominated by MNCs and strong local public companies.

  • Nestle’s Maggi a clear leader with more than 55% market share.

  • Cintan (Yeo’s) and Mamee(Mamee Double Decker) are distant second and third brands.

  • Indo Mie (Salim Group of Indonesia) was aggressively building up its fried noodles market.


Instant Noodles Market In Malaysia

  • Very intense competition with heavy advertising and promotion by the major players. The smaller players usually fight on price.


How Ruski Established its Foodhold in The Battle Field?

  • The Key Principles – 3A

  • Avoid a head on collision with the major players

    (We do not have big budget !!!)


How Ruski Established its Foodhold in The Battle Field?

  • Avoid falling into a price trap

    (We have no cost advantage !!!)

  • Always offer a differentiated product

    (If not tangible, then a perceived different !!!)


How Ruski Established its Foodhold in The Battle Field?

  • Our strategies are defensive that aim to create room for sustainable marketing initiatives.

  • Sustainability is a key word to establish a brand in highly competitive market.


Ruski – The 5 P’s

  • Product

  • Tom Yam flavour was the hero, key focus of the range.

  • Price

  • Premium, 25% above the market leader.

  • Positioning

  • The wisdom & taste of Muslim (spices)


Ruski– The 5 P’s

  • Placement

  • Selective distribution, focus more on modern trade

  • Promotion

  • Communicate and highlight on the product’s uniqueness, induce trial consumption and encourage repeat purchase.


Positioning

  • To differentiate the brand from others (good taste, convenience, joy etc), Ruski was postured as the wisdom & taste of muslim.

  • Religion and spices have been an integral part of the Muslim civilisation.


Positioning

  • The essence of this positioning was to stir up a sense of pride among the Muslim/Malay by connecting them to their contribution in expanding the knowledge/understanding on spices.

  • Therefore, the pack and the brand imagery were very “muslim” to appeal to the target group.


Products

  • 3 flavours were launched:

  • Chicken

  • Beef

  • Tom Yam

  • Tom Yam was made the hero and all the marketing initiatives were build around this flavour.


Price

  • Ruski was priced at 25% above Maggi top sellable range – Curry. This strategic pricing position offer the following advantages:

  • Immune to a potential price cut offensive by major players.

  • Generate the crucially needed A&P fund to support marketing activities.

  • Create curiousity towards the brand, open up opportunity for product listing engagament.

  • Support the product premium, imported status.


Placement

  • Selective distribution, focus on the key instant noodles channels.

  • Emphasize on establishing home shelves to facilitate purchase by regular users.


Placement

  • Off shelf display was implemented to further enhance instore brand exposure and induce impulse purchase.


11. Promotion

  • Above the line

  • Brand awareness building (communication)

  • A media mix were deployed to generate brand awareness and create brand association.


11.Promotion

  • Below the line

  • Sampling was constantly deployed to induce trial consumption / capture new consumers.


Training & Sharing


Inner page

Cover Page

Back


Sampling activities


Promotion

  • Instore product display to enhance brand exposure and induce impulse purchase.


Promotion

  • Point of sales material to capture attention.

Shelf talker of Ruski Masala Goreng & Tom Yam Kaw


Promotion

  • Cross promotion to widen user base.


The Key Achievement of Ruski

  • A leading brand in the Tom Yam segment, a preferred brand for the Tom Yam lovers.

  • It managed to move up its selling price by more than 55% over the last 10 years, well ahead of the market leader Maggi, which moved up by about 35% during the same duration.

  • Double digits growth in volume were recorded over the last 2 years.


Where Do We Go From Here?

  • The market is evolving and the brand need to be rejuvenated to stay relevant.

  • Flavour extension


Where Do We Go From Here?

  • Brand personality alignment


Where Do We Go From Here?

  • Brand personality alignment


Where Do We Go From Here?

  • Media Mix


Where Do We Go From Here?

  • Channel Management


Thank You


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