Oishi instant noodles

• Main Authors: Cua, Vivian, Santos, Christine
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16870
• Institution: De La Salle University

Liwayway Marketing Corporation's product line, Oishi Instant Noodles definitely has a bright future. Consumption of instant noodles increase substantially every year. The following pages will discuss Oishi Instantr Noodle's current situation, size up competition, and proposed appropriate advertising and promotion strategy. Oishi Instant Noodles is faced with two threats namely: The aggressive positioning of low-priced brands and the loss of market share to new brands. With this situation, we will scrutinize the company and identify the strengths of Oishi instant Noodles as compared to low-priced brands. Our goal is to create a brand appeal that projects superior image in terms offering the consumers a clear, relevant and motivating reasons to choose Oishi Instant Noodles over other brands. It also aims to encourage increase consumption of the product. This is through unique positioning of the product and recommending an advertising and promotional strategy. The group recommended the use of the Tri-media (TV, RADIO and PRINT) to reach a wide and dispersed target audience. Selection of TV, radio programs/stations, and print depend respectively on the viewership, listenership and circulation. The paper will also show computations of cost-efficiency, TARP, REACH, and FREQUENCY to further support our media strategy. For our creative strategy, the group recommended the use of children and mothers because they have a particular preference for noodles that is easier to reinforce and there is an emotional hold on mothers by their children. The advertisement will focus on product quality and other outstanding product attributes because Oishi Instant Noodles cannot compete with low-priced brands.