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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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Ruski instant noodles

Ruskiinstant noodles

Presented by: Mr. Teh See Yong


Content
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 t he speaker
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


Ruski in malaysia
RuskiIn Malaysia


How did it all begin in 2001
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
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
Instant Noodles Market In Malaysia


When ruski made its market entry
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 malaysia1
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
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 field1
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 field2
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
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 s1
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
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.


Positioning1
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
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
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
Placement

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

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


Placement1
Placement

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


11 promotion
11. Promotion

  • Above the line

  • Brand awareness building (communication)

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


11 promotion1
11.Promotion

  • Below the line

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



Ruski instant noodles

Inner page

Cover Page

Back



Promotion
Promotion

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


Promotion1
Promotion

  • Point of sales material to capture attention.

Shelf talker of Ruski Masala Goreng & Tom Yam Kaw


Promotion2
Promotion

  • Cross promotion to widen user base.


The key achievement of ruski
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
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 here1
Where Do We Go From Here?

  • Brand personality alignment


Where do we go from here2
Where Do We Go From Here?

  • Brand personality alignment



Where do we go from here4
Where Do We Go From Here?

  • Channel Management