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Pot Noodle case study: resurrecting an unpopular product into an iconic, entertaining brand

Datamonitor
August 12, 2008
16 Pages - SKU: DFMN1873174

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Introduction

This report on Pot Noodle forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the instant noodle snack has retained growth despite wide-spread negativity, especially how it has generated continued publicity through a series of innovative marketing campaigns.

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Gain insight into the methods used by important industry players to give them a competitive edge
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Additional Information

Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations. Find out why the company has become one of the best in its field or how it deals with different problems. They provide a useful benchmarking tool and offer a useful blueprint for potential improvements.

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS: Pot Noodle topped the most hated brands list in 2007 but is still a leading UK brand; Pot Noodle is 30 years old and a leading brand; The product was voted the most hated brand of 2007 but was also placed in the UK's top 100 leading brands for the period; Pot Noodle was relaunched in 2006 in a healthier format in compliance with government salt targets; Salt levels were reduced as part of a 2006 relaunch; The relaunch was backed by a £10 million marketing spend; The relaunch could reassure parents that the snack was healthy enough for their children; The brand is targeted at young males with its convenient format and puerile adverts; Pot Noodle is targeted at 18-25 year old 'retrosexual' males; Pot Noodle marketing has often caused controversy in its attempts to attract its target audience; Its TV adverts have been accused of being racist and sexist; A musical at the Edinburgh Festival has been produced that is based on Pot Noodle's recent advert content; Pot Noodle's online content encourages user participation, but a feature on dwarf dueling caused some offence; The company has created a spoof Guinness ad on YouTube that does not show council estates in their best light; Pot Noodle has recently launched its first mobile site to further attract its target audience to the brand; Competition has heated up, with a new snack introduction; Pot Noodle's traditional competitors are savory snacks that appeal to young males; A new instant snack brand launched in 2007, aimed at taking market share from Pot Noodle; Pot Noodle needs to ensure its brand remains well-marketed in order to remain competitive in future
APPENDIX
APPENDIX: Case study series; Methodology; Secondary sources; Further reading; Ask the analyst; Datamonitor consulting; Disclaimer
List of Tables: Table 1: Pot Noodle came top of Marketing's Brands We Love to Hate Survey, 2007
List of Figures: Figure 1: A selection of Pot Noodle's different varieties; Figure 2: Pot Noodle's adverts have caused offense with some consumers, but have proved popular with its core market; Figure 3: Pot Noodle's online content is imaginative, encouraging users to share the content with their friends; Figure 4: Pot Noodle faces competition from a number of savory snack brands

Pot Noodle case study: resurrecting an unpopular product into an iconic, entertaining brand

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