Ching’s Soups

Product highlightProduct : Ching’s soups New Tagline : Chal chale China !!!

Introduction• Authentic chinese ingridients brand was

launched in 1996.• Key ingridients have been developed

through in-depth research into chinese food culture.

• Capital foods accounts for brands such as Top ramen,ching’s secret & sauces..

Boston consulting group (BCG model)

Soups

Noodles

Sauces

Frozen entrees

Introducing productType - Dried powdered healthy soups Flavours – Tomato , Manchow , Hot & sour , Sweet corn

and Mix veg

Introducing productSize• -Available in 50gm & 15gm pack Colour-planning to come up with attractive colourful

packets..!!! Packaging• -zip lock packed pouch

Market segmentation

Market segmentation

Geographic

Demographic

Psychographic Behavioral

M.S for ching’s• Market segmentation for ching’s soups ,we

would mainly emphasis on Demographic segmentation & Psychographic segmentation.!

Demographic segmentation-Family size = easy to cook & serve-Age=all type of age group-Occupation=convinient for working people

M.S of ching’sPsychographic segmentationOn the basis of social status-middle class,lower middle class,upper class &

upper middle classOn the basis of life style-People with busy life styles ,health & fitness

conscious

Target Audience(Targeting)

• Target audience for ching’s soups would be all age group people i.e children , adults as well as oldies.

Children- (5 years & above)Adults-(18 years & above)Oldies-(50 years & above)

PositioningChing’s secret is positioned as real chinese,this

positioning is relevant for the brand because the brand is also present in instant food products like sauce,instant chinese mix etc..

The positioning as real chinese therefore strengths the core of the brand which is instant chinese food...!!!

Positioning Our positioning strategy would be –

‘’ Just in a minute experience the

authentic taste of china...!!! ‘’

Price Knorr soups• 60 gm of pack at 40rs

Ching’s soup• 60gm of pack at 45rs

PlaceLocation• Prime locations• Small retail outlets• Demart• Malls• Kirana stores

Distribution

Distribution channel

Manufacturer—wholesalers—retailers--

customers

Promotion• In order to beat other brands , we have

come up with goood promotion strategies that could help us in leading & positioning the symbol of taste & purity in the minds of customers...

AdvertisingSales promotion

Promotion Advertising• T.v ads (food food channel,star

plus,sony,zee tv,cartoon network )• Radio (98.3 & 93.5 fm)

PromotionSales promotion• 1 on 1 free for specific period.• Participation in exhibitions.• Free samples of 15gm with TOI

newspaper.• Feedback form along with ching’s

soup pack..

New product• Try our new range of product which we have

come up with Schezchow instant noodles soup..!! Soon we are coming in the market with the concept of noonion no garlic soups (for jains)

Conclusion• Initially we failed to promote our brand

though it is third largest selling soup across the world...

• We seek to lead the market winning the hearts of our customers with the authentic flavours of our product...!!!!

Thank you for being wonderful audience