Ruski instant noodles

1. Ruskiinstant noodles Presented by: Mr. Teh See Yong

2. 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?

3. 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

4. RuskiIn Malaysia

5. How did it all begin in 2001? • Yee Lee, a leading trading company in Malaysia was expanding its business via strategic alliance/ partnership.

6. 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.

7. Instant Noodles Market In Malaysia

8. 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.

9. Instant Noodles Market In Malaysia • Very intense competition with heavy advertising and promotion by the major players. The smaller players usually fight on price.

10. 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 !!!)

11. 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 !!!)

12. 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.

13. 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)

14. 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.

15. 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.

16. 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.

17. 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.

18. 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.

19. Placement • Selective distribution, focus on the key instant noodles channels. • Emphasize on establishing home shelves to facilitate purchase by regular users.

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

21. 11. Promotion • Above the line • Brand awareness building (communication) • A media mix were deployed to generate brand awareness and create brand association.

22. 11.Promotion • Below the line • Sampling was constantly deployed to induce trial consumption / capture new consumers.

23. Training & Sharing

24. Inner page Cover Page Back

25. Sampling activities

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

27. Promotion • Point of sales material to capture attention. Shelf talker of Ruski Masala Goreng & Tom Yam Kaw

28. Promotion • Cross promotion to widen user base.

29. 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.

30. Where Do We Go From Here? • The market is evolving and the brand need to be rejuvenated to stay relevant. • Flavour extension

31. Where Do We Go From Here? • Brand personality alignment

32. Where Do We Go From Here? • Brand personality alignment

33. Where Do We Go From Here? • Media Mix

34. Where Do We Go From Here? • Channel Management

35. Thank You