7/27/2019 Buad 6220 India-imc Class Assignment

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IMC IN-CLASS ASSIGNMENT - 2

Team Members:

Devi. S (13UTB07)

Elakkiya. K (13UTB10)

Sujatha. N (13UTB36)

Answers:

1. ADOPTION PROCESS:

S.

No.

Factors Rating Reason

1. Relative

advantage

8 Joymee for the first time is introducing crunchy onion

toppings called yummion. It is also made of wheat-flour

which makes is attractive to health-conscious consumers. It

has great taste coupled with goodness of veggies and

vitamins compared to its competitors.

2. Triability 7 Differentiation in features like new yummion flavour and

wheat-flour used instead of Maida flour favours the triability

for this product.

3. Observability 5 More veggies and vitamins, more taste, crunchy onion

flavour may be observed by consumers. But, noodles almostlook and taste similar compared to its competitors.

4. Compatibility 9 Onions are the most preferred flavour/vegetable, especially

by South Indians. So, this new yummion flavour may be a

compatible innovation.

5. Complexity 3 Same method of preparation as any other instant noodles.

2. IMC TOOLS FOR AIDING THE ADOPTION PROCESS:

S.

No.

Factors Tools

1. Relative

advantage

Advertising, Viral Marketing, Social media.

2. Triability Sales promotions like providing free samples of prepared

noodles to give a hint of the new taste to consumers, buy one

and get a gift offers, Discount on buying a family pack,

Campaigns in malls, theatres, etc.

3. Observability Word-of-mouth, Opinion Leaders, Blogs, Social media

(likes, followers, etc).

4. Compatibility Advertisements and Social Networks.

5. Complexity Advertisements, Word-of-mouth.

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3.PACKAGING - VIEW MODEL:

Visibility:

Attractive colours are used for the package (yellow, red and green). The flavour of the

noodles (curry, masala, etc) is highlighted on the package to facilitate target audience to maketheir choice. Attractive pictures showing yummy noodles on the package is used to tempt the

customers.

Information:

The information on the package will include the following:

Directions to use

Ingredients used

Nutritional facts (Energy, fats, etc)

Tag line and message

Certifications (e.g. ISO, etc)

Price & net weight of the product

Date of Manufacture and Best Before Date Information

Vegetarian/Non-vegetarian mark (A green or a red dot within a square indicating it).

Promotional information like discounts (30% extra, etc)

4.AUDIENCE FOR INBISCO NOODLES (TARGETING):

Geographic Characteristic: Initially, only South Indian consumers are targeted. By the

forthcoming year, Inbisco is planning to operate all over India.

Demographic Characteristic:Not only targeting kids, but also the youngsters.

Psychographic Characteristic: Youngsters who have grown up with noodles, who have

used it, who prefer convenience over other preferences, those who prefer stylish lifestyle are

targeted.

Behavioural Characteristic: Consumers who consume noodles often (noodle-lovers).

5.POSITIONING STRATEGY:

The attribute positioning can be done for Inbisco's Joymee noodles because of the following

reasons:

Inbisco is planning to launch new flavours and variants in the noodles segment in the

coming months to strengthen its position.

This is the only instant noodles with crunchy onion topping called yummion and it

attracts most of the Indians.

The key difference of the Joymee is the taste coupled with goodness of veggies and

vitamins. Most youngsters are health concerned nowadays and it attracts them.

This provides a competitive advantage for them to go for the attribute positioning.

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6. ADVERTISEMENT CREATION:

Consumer Information Processing Model (CPM):

If this model is chosen, then the advertisement may contain the following:

A catchy phrase like Tasty me. Healthy you. Joymee can be used.

Price of the package must be mentioned (Rs. 10 only!).

The differentiating feature of Joymee compared to its competitors needs to be

highlighted. (Inbisco's Joymee introduces, for the first time, crunchy onion toppings

called yummion in noodles).

Hedonic Experiential Model (HEM):

Phrases like, Brings out the joy in me- JOYMEE,Wriggly noodles that make

you wriggle in ecstasy can be used in advertisements.