developed the following marketing efforts. Wai-Wai Marketing EffortsIdentification of needs and wants of the consumerThe food habit of Nepalese people is different from the food habit of the people from western world. Nepalese people take an early lunch at about 8-9am and in the afternoon, they take light food called Khaja in Nepali. Due to the change in lifestyle of Nepalese people living in urban areas, they preferred easy to prepare food for their afternoon Khaja. Parents of school going children were in search of an alternative Khaja for their children. At the same time, the number of people working in the government and private sector organizations was increasing rapidly. They also need something different to eat in their afternoon Khaja.Chaudhary Group had correctly identified these needs of the consumers. To fulfill these needs and wants, it decided to market Wai Wai brand of instant noodles in technical collaboration with a Thai company – Thai Preserved Food Factory Ltd., which was marketing Wai Wai in Thailand.Selection of Target MarketThe target market for Wai Wai during 1985-1990 was the children and teenagers. This can be seen from their advertisement in different media during that period. This target market was localized to Kathmandu valley and other cities on Nepal. This may be one of the reasons of establishing its production plant in Kathmandu valley.Marketing Mix ElementsProduct: When Wai Wai was launched in 1985, it was different from other brands available in the market. Unlike other brands, it was pre-cooked and was ready to eat food. At the same time, it had three different seasonings whereas other brands had only one seasoning. Consumers could eat Wai Wai right after opening the pack.Price: Though Wai Wai had two distinct advantages over its competitors. Consumers had to pay the same price for all brands.Promotion: Active promotional activities have been carried out regularly right after the launching of the ...
