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Market Segmentation of Wai Wai Noodles

Wai Wai is a popular instant noodle brand in Nepal produced by Chaudhary Group. It segments the market geographically and based on psychographics, targeting all segments with hybrid approaches. It uses an undifferentiated strategy to target all ages and backgrounds. Its main advantages over competitors like Ruchee and Mayos are its unique taste and strong positioning as a national brand in Nepal providing value at low prices.

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enjeela subedi
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627 views3 pages

Market Segmentation of Wai Wai Noodles

Wai Wai is a popular instant noodle brand in Nepal produced by Chaudhary Group. It segments the market geographically and based on psychographics, targeting all segments with hybrid approaches. It uses an undifferentiated strategy to target all ages and backgrounds. Its main advantages over competitors like Ruchee and Mayos are its unique taste and strong positioning as a national brand in Nepal providing value at low prices.

Uploaded by

enjeela subedi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Enjeela Subedi (T00699980)

Marketing 2430

Thompson Rivers University

18 October 2022

Segmentation, Target Market, & Positioning Marketing Plan Analysis

Wai Wai is one of the most popular instant noodles brands in Nepal produced,

marketed, and distributed by Chaudhary Group (CG). Moreover, it is Nepal‟s own global

food brand with its availability in 32 countries worldwide. Being such a huge name in the

instant noodles industry, Chaudhary Group uses specific marketing techniques and strategies

for Wai Wai.

Wai Wai has primarily segmented the market using Geography as its major base.

When promoting in Nepal, they push forward a strong sense of nationalism in their

advertisements. This is supported by one of their popular taglines, “Himal Pahad Terai sav ko

man ma wai wai.”

Other bases they use for segmentation is psychographics. The company tries to make

the noodles a part of everyday diet in the form of snack, lunch, or even dinner sometimes.

And so far, the brand has been very successful in Nepal and other South Asian countries. By

segmenting the market, the firm follows up by tailoring sales campaigns and marketing

strategy using hybrid approach to target all segments.

Unerringly, the company is using an undifferentiated strategy to market its product.

They want to sell these instant noodles to every age group and every individual irrespective

of their background. Quite interestingly, the video advertisements of the product also

showcase the inclusion of multiple ethnic groups, multiple ages, and even multiple

nationalities. Selecting the undifferentiated strategy is quite logical in this case. These
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noodles can come in handy in everyday life and have already established their place in most

South Asian households. This goes to show that they want to put a „wai wai‟ in hands of

every individual they can. Another reason for using an undifferentiated strategy is that instant

noodles are something people will buy without much thought as long as they are tasty.

Instead of using concentrated strategies, wai wai just focuses on improving its product to the

fullest and markets it using undifferentiated strategy in many Asian countries.

In the context of Nepal, the main competitors of wai wai instant noodles are Ruchee,

Mayos, and Rumpum. However, as of 2022, Ruchee and Mayos have almost walked out of

the competition. Rumpum is the only one that is still selling very smoothly alongside wai wai

in the Nepalese market. In the context of India and other South Asian countries there are also

other competitors like Maggi 2-minute noodles.

The first advantage of wai wai over other instant noodles is its unique taste. Wai wai

has a widely loved taste that has been tasted and improved since many decades. The iconic

taste of these instant noodles is instantly recognizable and quite different from its competitors

like Maggi. Another differentiating factor of wai wai is its Geographical segmentation in

marketing. It is quite uncommon for the Nepalese people to pick Indian noodle brands. Even

the advertisements of Indian instant noodles are seen very less compared to wai wai noodles.

Wai wai is positioned very strongly against its national as well as international competition. It

is positioned in such a way that it provides maximum value in the least possible price. Wai

wai is cheap, tasty, and available almost everywhere.


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Value proposition is a way of attracting and endowing promises of extraordinary

service and quality to the customers. In regards to the five winning propositions, wai wai

places itself in the more for the same category. It is priced almost similar to all of its

competitors. However, it comes up with greater value to its customer base.

First of all, there are many more flavors of wai wai instant noodles than any of its

competitions. Its original taste, unique marketing and advertising campaigns, and decades of

service has successfully established itself as the best and first option of almost all individuals

in Nepal as well as other countries.

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