1. INTRODUCTION
The purpose of the brand audit is to gain a fundamental understanding where Kottu Mee brand stand in its current state.
Prima Kottu Mee - a brand that represents the vibrancy and the energy of youth – first launched in 2008 in Sri Lanka and immediately became the number one youth brand. At the time of introducing Kottu Mee - noodles was just a hose hold evening food that not took that much of special attention. The market of the instant noodles at that time of Kottu Mee launched was dominated by Maggi instant noodles – but this was mainly for the children category. In the history of noodles products in Sri Lanka the symbol was used a photo of chef and not very well branded for a special segment.
Kottu Mee is the first instant noodles introduced for the youth category offers the world of Hot ‘n’ Spicy showcasing Fashion, Fun, Risk and Music. Kottu Mee advertising campaign changed the culture of media and product branding. Instant noodles were never thought to be branded as a youth food product but Kottu Mee changed the youth food consumption culture correctly positioning the brand with aligning to life style. The name “Kottu” is used for a different food and that was a famous name in the youth segment. Because of this name Kottu Mee is not directly positioned as an instant noodles.
Kottu Mee is a youth brand – and it is not only a noodles product but involved in many other activities such as Kottu Mee Model hunt, talent shows, sponsoring for sports and musical events, etc. This is positioned in consumers mind with fun and lifestyle activities. If you want to enjoy such a fun events – you should engaged it while having a Kottu Mee.
This brand audit report is a comprehensive analysis of Kottu Mee brand in a 360o view of the product and the market. In this report we analyzed brand portfolio, brand equity, customer knowledge and recommendations of brand extension, competitor analysis of market trends and consumer lifestyle and other related areas.
1.1 What Is Brand Audit?
A Brand Audit describes and evaluates the current state of a brand and its effectiveness in achieving a company’s business objectives. This assessment is the first step in brand strategy development and is used as a diagnostic tool for determining where the brand strengths lie and for identifying its potential vulnerabilities or shortcomings. It is the foundation on which the other steps depend. In this step you should use all available information sources, internal and publicly available. You may decide to take the time to conduct new research to supplement what you know or fill in the gaps.
· Assesses how well the brand is delivering against the company’s objectives
· Identifies customer wants, needs, and trends at the category level
· Inventories and categorizes all existing brand elements and assets (trademarks, sub-brands, logos, taglines) in the brand portfolio
· Describes relevant competitive market trends and your brand’s strengths/weaknesses Evaluates the brand’s current image (how it is perceived by customers and other key stakeholders) Identifies potential sources of differentiation, tables takes, vulnerabilities
Conducting a Brand Audit is the first step toward articulating a strategy. Learn what makes a good brand audit – the types of information you need to consider and a framework for putting it all together.
The brand audit provides a comprehensive overview of the health of a given brand. It is based on the point of view that successful brands are built from the inside out. While conventional branding research look mostly at one audience – consumers – a complete brand audit assesses relationships with all of the important stakeholders of the brand, including both internal and external audiences.
(Source: http://www.brandamplitude.com/, http://www.vivactisglobal.com/, )
2. COMPANY PROFILE, HISTORY AND INTRODUCTION TO KOTTU MEE BRAND
2.1 About Kottu Mee
Kottu Mee is Co-Brand of Prima’s noodle category and Prima Noodles is the preferred brand in the instant noodle category in Sri Lanka for its superior quality and value. Prima Kottumee the flagship brand in the instant noodle category held its position being the ultimate ‘Hot & Spicy” brand in the segment.
Prima Kottumee was introduced in year 2008 made a revolution in the instant noodle category with its unique Hot 'N' Spicy flavour is now available in more than 15 countries worldwide.. The brand taking further steps introduced range of flavours took a bold step to introduce Prima Kottumee Cup noodles in 2013 the first and sole brand to launch a cup noodle in Sri Lanka.
The brand interacting with its digital fans on Facebook, Twitter and Instagram maintains an interactive presence on the digital platform keeping the youthful identity of the brand.
Prima Kottumee taking the brand further offers youth the world of Hot ‘n’ Spicy showcasing Fashion, Fun, Risk and Music.
2.2 Ceylon Agro Industries PLC
Kottu Mee is manufactured by Ceylon Agro Industries – a flagship company of Prima group. The Prima group is consists of five flagship companies;
- Prima Ceylon
- Ceylon Grain Elevators
- Ceylon Agro Industries
- Prima Land
- Prima Management Services
Ceylon Agro Industries
The main focus of Ceylon Agro Industries Limited (CAI) is the manufacture and supply of a range of wheat and poultry based, value added food products and selected trading products to the Sri Lankan market while supporting the growing agricultural sector. CAI business is divided into four main areas:
· Wheat based products
· Poultry based products
· Trading products
· Agricultural products
CAI’s manufacturing plants are supported by a fully equipped modern microbiological laboratory that ensures stringent quality control is maintained at every stage of production. CAI manufactures its products to the highest quality, affordability and convenience to meet the needs of our valued customers and consumers.
At CAI’s plants, state-of-the-art, fully automated production facilities enable a completely integrated manufacturing process. Their teams of professionals and dedicated workforce are skilled in delivering Prima’s high quality standards. CAI distributes hybrid seeds to maize famers through centers offering education, advice and training.
2.3 Vision and Mission of Ceylon Agro Industries PLC
Vision: “To offer the nation affordable nutrition, product excellence and variety”
Mission: “To be the leading source of nutritional supply to the Nation”
Mission: “To be the leading source of nutritional supply to the Nation”
2.4 Standards
2.5 Technology and Internal Systems
Kottu Mee is one of the branded products of Prima’s instant noodles category. Prima is proud to announce that Prima Noodles is the preferred brand in the Instant Noodle Category in Sri Lanka (Source: LMRB Household Panel Data), for its superior quality and nutritional value. It means that Prima Noodles is the No 1 instant noodle product in the island. This important achievement significantly endorses the excellent research, manufacturing excellence and quality standards which are carefully maintained by Prima.
State-of-the-art technology has made our plants in Sri Lanka, among the most advanced and sophisticated in the region. The Prima Noodle plant has been accredited with the ISO 9002 Quality Certification System and SLS Certification for the modern processes adopted and also for maintaining stringent product quality standards that have been specified by the government of Sri Lanka. Prima products are made to an international recipe using the best ingredients milled in our own mills. Our robust Research and Development strategy analyses the current and emerging needs of our consumers and customers. Concurrently it continues to innovate and develop a wide range of noodles that cater to the local palate as well as international trends in taste.
2.6 Product Portfolio
3. INTERNAL AUDITING
3.1 Positioning
Prima Kottu Mee is positioned in the market / consumers mind as a lifestyle food product for the youth segment. Its positioning attributes contains more emotional values rather than functional values. Similar to Coca Cola positioned it is for happiness, Kottu Mee positioned for “Fun & Energetic” youths. Its talking about happenings, rather take it for hungry. All over their marketing campaigns, they are not talking about hungriness – but always it’s about fun, community, happenings, risk, aggressiveness, etc – that are related to the youth.
Positioning map of Kottu Mee
Description of competitor brands / products
- Knorr Suppy Noodles and Instant Noodles
- Maggi Devilled Noodles
High availability and high awareness indicates that Kottu Mee is positioned in the market very well – therefore the demand for the product is higher and the market leader is Kottu Mee in the instant noodles category segmented for youth.
3.2 Market Segmentation
Kottu Mee brand can be segmented mainly in demographically based on their positioning strategies.
Young males and females;
· Aged between 10 and 35
· Fun and social lifestyle
· Events and happening occations
· Risk taking attitudes
3.3 Brand Values
· Quality – Best quality product with ISO 9001:2000, HACCP, SLS, and HALAAL certifications.
· Trust – Prima is one of the most trusted groups of companies in Sri Lanka. Their products have been consumed for generations.
· Fun – The brand promise fun and happy meal
· Entertainment – Kottu Mee is always associated with music and entertainment events. Kottu Mee songs are very popular and always top in the hit list. Only the leading singers (Bathiya n Santhush) choose for the Kottu Mee songs.
· Value for money – A high quality classy product for the same price as competitive products.
· Passion – Kottu Mee is a fashionable product rather a meal for hungry.
3.4 Product Related Attributes
· Ingredients: Wheat Flour, RBD Palm Olein, Salt, Sugar, Chilli Powder, Flavour Enhancer (Ins 621, Ins 631), Corn Flour, Dried Carrot, Hydrolyzed Plant Protein, Dried Leeks, Dried Cabbage, Tomoto Powder, Yeast Extract, White Pepper Powder, Onion Powder, Citric Acid, Dextrose Monohydrate, Permitted Food Coloring (Ins 102), Onion, Chilli Powder
· Taste: Hot ‘n’ Spicy
· Package: 80g Instant Noodles Pack and 75g Cup Noodles
· Color: Pink, Red, Yellow
· Symbols: Chilli
The colorful package is eye catching to youth and colors outlines energy (red), fun (yellow) and youth (pink) and associated brand attributes.
Priority is given for the people who enjoy very hot foods. IN tropical countries, the chillies and spices are very popular and many, especially youth enjoy it more. Bearing this in mind, Prima has produced this and put forward to the market. Prepared in mechanized factories with very high concern for cleanliness and packed in air tight plastic packing.
Brand essence of Kottu Mee is – a must have product for fun and social lifestyle of youths. So, the Brand promises that if you are a youth and want to have a fun and happening lifestyle – you should have Kottu Mee in such events or in a mood.
Sports (specially cricket) is highly associated with Kottu Mee and sponsors for school big matches make it thoroughly positioned in youth’s mind. Kottu Mee is performing very well in events such as sports, exhibitions, rally, etc.
3.5 The Corporate Culture
The corporate culture should matches with the brand – Kottu Mee is always used new young faces in each of their marketing campaigns. Kottu Mee model hunt is one of the leading fashion shows to select the next best models for their commercials and promotional events and spend big on these events.
These activities are to keep the youth culture associated with the brand. Specially in the big match season – associated songs and sponsorships are doing to keep it align with happening lifestyle and songs that hit well choose to keep the brand entertainment segment.
3.6 Brand Elements
The Logo – The logo itself is the name and the font used is unique. Font’s border is highlighted with red and black which demonstrate the youth and the yellow gradient displays the hot and spicy look. The logo itself covers a large area of the package.
Slogan – The slogan is “(Hot n Spicy) - Katata Serata” is also highlight very well - the hotness of the product where the Sri Lankan people most soughed attribute in any food. This is going with the main positioning statement “hot n spicy” very well. Also this slogan is displayed in both Sinhala and English languages.
Together these logo and slogan clearly promotes product benefits – “Hot n Spicy” tells about the taste, “Fun Thamai” demonstrate occasion – when to use the product. Kottu Mee is not branded as a food for hungry, but it is a product for lifestyle and activities.
Moreover – the distinctive packaging symbolizes that the product is different from other noodles, thus establishing a unique selling propositions. All these brand elements has ensured clear and consistent identification of Kottu Mee brand with customers and associations of the brand in customers mind – they are key sources of brand equity.
3.7 Communication, Pricing and Distribution Strategy
Kottu Mee has invested heavily in marketing campaigns and publicity to build brand awareness and establish superior brand image in the consumers mind. Kottu Mee’s choice of the communication medium has been a real competitive one. It has been penetrated the market with TV, Radio, Events, Sponsorships and Brand Ambassadors.
Objective of the communication is making awareness and building brands.
3.7.1 Pull Strategies:
· Even Sponsoring
· BTL, ATL and TTL advertising
· In-Store Promotions
3.7.2 Push Strategies:
· Distributor chain margins
· Dealer promotions
Ran Fm And Prima Kottu Mee Kick Off Fever – 2012:
Ran FM and Prima Kottu Mee joined hands to start off a campaign in line with this year’s Big Match Fever. The launch, which was held on Thursday, the 23rd of February at Thurstan College, began with the signing of a branded cricket bat by the principal of the school, Mr. Y.A.N.D. Yapa. (The Sunday Leader – 2012 / 03 / 04).
3.7.3 Interactive Marketing
· Customer Feedback
· Social Media Marketing
· CRM
· Grape Vine Marketing (Word of Mouth)
3.7.4 Pricing Strategy
Kottu Mee adopted a mix of pricing strategies:
· Competitive based pricing
· Product bundled pricing
· Small premium over market price
Promotional and event pricing – Kottu Mee is the most favorable ready to eat product in any event. Pricing of a cooked cup is different according to the event.
3.7.5 Distribution Strategy
Kottu Mee Distribution truck is one of the main selling channels in events. Almost all main events in Colombo and suburb – cooked Kottu Mee cups can be found at this branded truck.
4. PRODUCT LINE EXTENSION
4.1 Prima Kottu Mee Product Range
5. EVENTS & SPONSORSHIPS
5.1 Big Match Sponsorships
Popular youth brand Prima KottuMee has planned to make the big match season more exciting and lively.
Prima KottuMee sponsors more than 15 leading school big matches in the country. The key feature in this year’s campaign is the extension of their sponsorship to the schools in the Northern and Eastern Provinces.
Prior to the matches, there are plans to visit to the respective schools where students will be treated with papare music and a chance to wish their respective teams for the big matches. The students are invited to participate in innovative games and contests providing them with an opportunity to have fun while cheering on their respective teams.
In addition, big match countdowns are planned over the air waves until end March on multiple media channels. On air competitions will also be broadcast as well as interviews with captains and past cricketers and discussion on big match history.
With this big match initiative Prima KottuMee has fuelled the big match fever in the country, truly signifying that with prima KottuMee, ‘Big Match eka Fun Thamai’.
5.2 Derana Music Video Awards Sponsorship
The event organized by TV Derana, Prima Kottumee encourages upcoming artists by recognizing the Hot ‘n’ Spicy artist of the year. Prima Kottumee continuing this for the 3rd consecutive year, the winner will be named as the brand ambassador of Kottumee for the year 2015.
5.3 Kottu Mee Model Hunt
This is one of the main even to select best models for next big promotional ads and campaigns. One strategy of Kottu Mee is that they always use new and fresh models for each of big promotional campaigns – staying forever in young.
Kottu Mee Model Hunt 2014
5.4 It’s Party Time with Prima Kottu Mee
It’s party time with Prima Kottumee event was held at St. Joseph’s College auditorium with over 3500 participants. The event was featured by BnS crew, Daddy, Lahiru, Tehan, Funky Dirt and many more legendry performers in the industry. The event was organized especially for the Hot ‘n’ Spicy fans to have Fun throughout the night.
6. EXTERNAL AUDITING
6.1 Point of Parity (POP) and Point of Different (POD)
Point of Parity (POP)
|
Point of Difference (POP)
|
· Size of the pack
|
· Unique flavor / taste
|
· Price
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· Exclusive image
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· Basic ingredients
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· Clearly segmented for youth
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· Packaging
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· Cup noodles
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· Basic product is noodles MSG
|
· Unique name
|
With comparing to other competitor products in the instant noodles segment all are in the same package size of 80g and the package looks similar in all products. Competitive price strategy adopted by Kottu Mee makes it to choose over other brands because of brand values and promises through advertising campaigns.
Basic ingredients for instant noodles are same and the look and feel of many instant noodles is same. The unique taste only make each product different from each other. Point of Difference (POD) achieved by more emotional attributes such as exclusive brand image, clear cut segmented for youths and fun and entertainment. Kottu Mee is the first to introduce a cup noodles in Sri Lankan market and for a time being it can be consider as a point of difference attribute.
6.2 Website and Social Media
Kottu Mee is highly and actively involved in website and social media marketing. The official website www.kottumee.com is one of the most visited web site in Sri Lankan context. There you can download lots of photos from Kottu Mee model hunt and for wall papers, and music videos, ring tones and mp3 music.
Facebook page has 41,385 likes and many thousands of article shares and comments. Periodically branded T-shirts are giving for facebook fans, those who liked the page. There are positive as well as negative comments in the facebook, where as most of the negative comments are related to the website contents rather the product itself.
Twitter media is the next biggest social media used by Kottu Mee and surprised to see that there are only 150 followers in this site. With their effect on ATL and BTL advertising campaigns – use of TTL seems to be lower in overall context.
6.3 Competitor Analysis
Total Market share as per below, (Neilson, 2013)
6.4 SWOT Analysis
Strengths – Known Brands, Backed up by Multinational companies.
Weaknesses – Negative perception about the instant foods.
Opportunities – Increasing demand for fast food.
Threats – Both external and internal threats. (Ex- Competitors and Substitutions.)
Once we know the SWOT of our competitors, can build a competition portfolio. A competition portfolio will have each and every product of your competitors, their features, logistics, tangible features (product qualities, product service) etc. This portfolio needs to be treated like MIS and needs to be updated time to time. Prima sales force can continuously in touch with the market and update the portfolio accordingly.
With the above data in hand, plan the strategy. Since the market is highly attacking we can use either Frontal Attack and also with the changes / flavours coming up with the market day by day from the competitors Prima can use Guerrilla marketing.
Execute the strategies which you think are the best and make sure of executing them effectively. There is no meaning of going to such an effort to analyse a competition and then fail at the implementation part. At the same time, it is very important to have a contingency plan and to anticipate your competitor’s reaction. If your competitor reacts too strongly, put the contingency plan in place to avoid any long term affects to the brand / product. This might cause you to lose the advantage of surprise, but it definitely gives you more chances to form even better strategies. Thus contingency plans while executing strategies is very important.
Statistics are always useful for a firm and help the firm in practical decision making. Thus by following up you are making sure of quantitatively and qualitatively measuring the response to the executed strategy. Ideally, the same should be documented so that future generations of marketers may know the earlier strategies implemented and might be able to revive the same through different angles. At the same time, you might actually execute a strategy which gets excellent response from customers. In these cases too, you need to stick with the same strategy for a longer time and in such cases, it is crucial to have the feedback from your customers so as to know at all times whether the strategies are working effectively. Thus follow up is essential for long term competitor analysis.
In the end, whatever strategies you make, your competitor is going to respond. Thus competitor analysis needs implementation and updation from time to time. There are very few industries in which there are only 3–4 players. In fact, major industries are characterized by as many as 10–20 different competitors (branded, unbranded, direct, indirect). Thus competitor analysis helps you in pin pointing your current standing in the market and the future direction.
6.5 Other Products Being Discussed / Compared With Kottu Mee
Since Kottu Mee has segmented and positioned very well in the consumers mind – there are only few other competitive products that can be compared with Kottu Mee brand. The most competitive product is Maggi Devilled Instant Noodles – positioned similar to Kottu Mee brand in the youth segment with using of top level celebrities (Jackaline Fernandez) and associated with music and entertainment as well. These two products are the only highly direct competitive products in this segment.
Other direct and indirect competitive products are;
· Maggi Instant
· Maggi Devilled
· Knorr Suppi Noodles
· Prima Instant
Indirect competitive products are;
· Pasta
· Other Noodles
· Biscuits
· Instant ready-made foods
· Spaghetti
6.6 Consumer Based Brand Equity (CBBE) Pyramid
The CBBE Model looks at brand equity from the consumers perspective, providing Kottu Mee with valuable insight into its brand metrics and how it should best be built, measured an managed. (Keller & Lane, 2008)
Regarding brand salience, Kottu Mee enjoys the highest brand awareness compared to other instant noodles in the market. Even in the increasing competition from Maggi Devilled, Kottu Mee has been able to sustain its strong market share in the instant noodles market in Sri Lanka.
Going higher up the pyramid consumers perceive Kottu Mee as a lifestyle food product highly associate with entertainment and sports due to Kottu Mee’s celebrity endorsements and sponsorships of sports and entertainment events.
In terms of performance Kottu Mee stand along with all other instant noodles attributes because the performance of less than 2 minutes cooking is common to all other instant noodles brands.
Imagery and feeling of the brand is highly positioned with active youth’s lifestyle in todays social trends. Fun and entertainment always the main theme of Kottu Mee and being social and have a happening lifestyle is the brand feelings according to customers point of view.
The Kottu Mee’s customer based brand equity model is equally strong on both rational and emotional sides. It is also strong from bottom to top, which is clearly visible from fact that the Kottu Mee is the market leader in the instant noodles market in Sri Lanka.
7. CUSTOMER FEEDBACK
Prima Kottumee, the popular youth brand, recently launched its latest campaign with the Hot & Spicy Fun Island commercial and Song Trailer at the Balmoral Ballroom of The Kingsbury Hotel. With the best of Prima Kottumee’s Hot & Spicy essence and the well-known BnS magic, the new project is set to reach the fun-loving youth all across the fun island of Sri Lanka.
- Prima Kottumee Model Hunt - “It is a great step to push me to a popular place, To become popular among my fans. Then I can be the Prima Kottumee model of the year 2015, from this chance I expose myself to my fance & develop my professional modeling experience. ” http://www.kottumee.com/events
- Derana Music Video Awards - “We won the Derana Music Vedio upcoming star awards & our thanks go to Prima Kottumee. Prima Kottumee encourages upcoming artists by recognizing the Hot ‘n’ Spicy artist of the year. We hope this awards will continue to the next year also
- It’s party time with Prima Kottumee - Bhathiya comments that they also participate party time with Prima Kottumee event was held at St. Joseph’s College auditorium. About 3500 fans participanted. Event was featured also by Daddy, Lahiru, Tehan, Funky Dirt and many more performers in the industry. The event was organized especially for the Hot ‘n’ Spicy fans to have Fun throughout the night. (Bhathiya & Santhush 2014)
- Prima KottuMee has fuelled the big match fever in the country, truly signifying that with prima KottuMee, ‘Big Match eka Fun Thamai”
- Kottumee mix rice -Sri lankan customers lifestyle had been changed 10 years after chinees food introdued to sri lanka .now sri lankan cuncumers faverit food is Chinees fried rice There for This Kottumee mix rice will be succeed
- Kotthumee red rice mixed-In Sri lanka day by day die bites patient are being increased There are potential cuncumer segment & positive requirement
- Kottumee karapincha mixed-This flavors good for all the customers There is tested flavor & good for health Specially for cholesterol
7.1 Excerpts on the failure of Prima Kottu Mee
· Eave though prima Noodles attend Number one category noodle industry Kottu has failed to reach required highest level to become popular among the consumers.
· Specially house wives did not respond to accept it. Although there was a high advertising campaign .
· It may be that prima kottumee did not show anything special to be more popular from other type of instant noodles.
7.2 Positive Associations with Prima Kottu Mee
· Prima kottumee cup noodles”so convenient to prepair.eat at any where any time
· hi Friend's planning to visit your home today?Dont foget to treat us with prima kottumee
· Relax you all”it is friday & Weekend is coming soon “ Fun & hot day
· it;s monday”but be cool & think of the during the week end party with kottume cup noodles
7.3 Negative Associations with Kottu Mee Brand
This is a shameful song. Just a collection of cheap words. Just with the 2007 world cup song. My sons are mad over cricket, they both play for school and club. Sadly this song is not one that I can enjoy with them, and nor does it bring the cricketing & nationalistic feeling expected of a song of this nature. Let's have the old Gypsies' song with the new names.
8. CONCLUSIONS
Prima Kottu Mee is clearly the market leader for its uniquely positioned market segment and enjoys a higher profit through the current demand for the product. Product category extension seems to be limited and only three favors available till now, young people are always looking for new things and therefore it is important to introduce different favors to its product line.
They are highly spend on offline ATL and BTL promotions and comparatively less focus on TTL advertising. This is very important because youths are driven by mobile and the internet – therefore establishing a good and strong backbone in the TTL media specially facebook, twitter and you tube is very important.
Too much association with only one sport – cricket may decrease the association with sporty lifestyle of different youth segments. Therefore need to focus on other locally accepted sports such as volley ball and rugby also a good future associations.
Instead of creating own kottu mee songs they need to more concentrate on subliminal perceptual messages in music videos as well as mega dramas and movies. The overall efforts seems to be more concentrate on Kottu Mee models hunt and therefore other promotional activities are publically becomes invisible time to time.
The positive side of Kottu Mee promotional and positioning campaigns are that they keep the fresh and young faces associated with live music and social lifestyle. In long term with the increasing of elder population, the segmentation and targeting with the introducing of new product category extension is important to keep the market share as the market leader.
