Fifty per cent of the respondents regard quality as the most important criterion and are willing to purchase the instant noodle with good quality that offer a healthy proposition. Therefore, this is in line with Foodles’ focus on offering healthy noodles made out of whole-grain. Flavor and Taste Flavour and taste is a critical criterion. Horlicks Foodles differentiates itself by making their noodles from four different ingredients. Hence, the flavour of Horlicks Foodles is absolutely distinctive from other brands. This is the just-noticeable difference of Horlicks Foodles. The perception of the taste of their health maker also becomes important.
Price Consumers also want to choose the brands that offer high quality with lower price, not the lowest price (mid level brands). Comparing with other brands, Horlicks Foodles has the affordable price with high quality. Package To most new consumers, packaging could determine which brand to buy. Normally, consumers are captivated by the products with novel design and appealing appearance. Horlicks Foodles’ package is perceived informative, catchy, modern and stylish.
Internal Influences Perception Regarding exposure, most of consumers expose to Horlicks Foodles advertisement through TV, magazine or internet randomly, which means it often happens just after they finish watching a movie or while scrolling down the page without their intention searching for it. What get their focus during the exposure are the full page size and attractive colors of paper-based advertisement, a mother and son sucking on the same noodle and just enough information provided to cause awareness and curiosity in commercials. People pay attention more to Horlicks Foodles' advertisement basically because of their interest in trying or tasting something new, something different rather than the need to know.
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The interpretation of Horlicks Foodles’ consumers occurs in a cognitive way. This means the paper-based advertisement and commercials all use captions and speeches in fundamental words such as Horlicks Foodles: The ‘noodles’ without the ‘no’, providing semantic meaning for a vast number of buyers to understand properly, therefore, get familiar to Horlicks Foodles noodles and feel like purchasing the product.
Types of Learning Classical conditioning is present as the main way customers are aware of the product is through advertisement or commercials, and they would have positive feeling towards about it, which after that, forces them to buy and try out Horlicks Foodles noodles. Moreover, buyers tend to think of Horlicks Foodles products immediately when they hear about instant noodle that causes least health problems. This means they use iconic rote learning, the process of learning the association between two concepts (health and Horlicks Foodles noodles) or more without the conditioning presented.
Last but not least, another way consumers learn about this brand is through vicarious modeling. Seeing mothers in the advertisement no more saying no to a variant of noodles called foodles, mothers in reality may adjust their purchasing behaviour and start to buy Horlicks Foodles instant noodles.
In regard to Maslow Hierarchy of Needs, besides meeting physiological needs with fast and convenient meals, they try to cut across physiological,safety and security and love and belongingness needs by stimulating awareness of “health” from Horlicks Foodles products.
Since customers’ novelty motive stimulates their desire for variety and difference, adding new flavours or ingredients continuously will serve as surrogate indicators that influence their buying decisions. Additionally, diversifying product forms involving making Foodle Cup/ Foodle Bowl can benefit different types of consumers such as travellers and so on. Lastly, by doing research on customer demand, the company will be continuously updated about their new expectation and able to satisfy them in a timely manner.
Using paper-based packages brings some competitive advantages. Firstly, it enables Horlicks Foodles to produce this type of package from recycled paper and offers a convenient way for customers to dispose after use. With this strategy, the company expresses its concern for environmental issues, building a good image in customer mind. In addition, expenses on package production can reduce considerably due to paper-based strategy implementation.
Reversely, creating a fresh attractive look for a new package can become an obstacle. Marketers need to be aware that package is one of observable cues which buyers base on to choose among a variety of noodle brands.To make this strategy work, marketers could educate customers about the advantages of this strategy, how it can benefit them in a long term and the international trend of environment friendly materials through advertisements on TV or newspaper, which is also a good way to attract customer attention to Horlicks Foodles.
Advertising Including advertising jingle in the commercials can be a wise strategy to keep the ad stay longer in consumers’ mind. Music has great impact on consumers’ short-term memory as they get familiar with the sound, with or without their awareness, reminding them of the ad whenever they hear the ad jingle. With this tactic, the advertisement can perfectly serve its role.
Promotion Campaign Nowadays, customers have become more and more concerned about social issues. By using promotion tools like“Buy 5 packs - Give out 1 pack for charity”, marketers can not only try to increase sales by encouraging customers to buy in bulk but also get customers involved in social activities, which consequently engages them in good feelings since they can contribute to community development.
Distribution Strategies Regarding the importance of high level of product avalability to Horlicks Foodles’ target, who is active and always in hurry, prolonging Intensive distribution strategy is necessary as it allows Horlicks Foodles’ products available anytime and anywhere customers want them.
Besides intensive distribution, Horlicks Foodles marketers can think of exclusive distribution style such as utilizing Noodle mobile van campaign, which can be an innovative way to distribute its product. Horlicks Foodles mobile vans will sell only products including Horlicks Foodles, along with materials necessary for making a highly nutritious meal with instant noodles. These vans move around cities and may stay longer at amusement parks, trade fairs, sport match venues, stadium and even music concerts owing to a high demand of fast and convenient meals in these places.
Also, opening Horlicks Foodles outlets in universities and high schools can be beneficial. Illustrating a huge consumption of this product, students play as one of the most important target of Horlicks Foodles. Though these tactics may or may not be profitable to GSK Group, the company should avoid possible big losses from operating these vans or outlets. Regardless of profitability, the company should aim at reinforcing Horlicks Foodles reputation together with promoting positive feelings about Horlicks Foodles.
Inferences from the survey
1. Maggi has overwhelming command on the consumers. All the consumers we surveyed consume Maggi noodles. 2. Top Ramen is the second preferred brand. Most of the interviewee had it as their second choice. 4. For taste, people prefer the spice that comes along with noodles, and not many like to eat something else with it. 5. While people seem aware of the health hazards of noodles, they generally don’t factor them as much cause the convenience is simply a very big factor.
6. Foodles seems to have stoked curiosity in consumers. Most of them said they would take Foodles if given a brand to experiment upon. 7. The biggest USP of noodles is the convenience and swiftness with which they can be prepared. The interview questions and answers from each of the interviewee are listed below. Five answers for each interviewee are listed under the question for relative comparison.
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