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

Published by: Datamonitor

Published: Aug. 12, 2008 - 16 Pages

Table of Contents

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

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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