BUS 5112 Marketing Management - Written Assignment Unit 1

MARKET
ING
MANAG
EMENT
BUS 5112
WRITTEN
ASSIGNMENT
UNIT 1
By: Timothy
Bapulyong Iresong
SEPTEMBER 8,
2021
INSTRUCTOR: DR.
MARKETING
MANAGEMENT
BUS 5112
WRITTEN ASSIGNMENT UNIT 1
By: Irena Novita Widjaya
FEBRUARY 2, 2022
INSTRUCTOR: DR. PRAGYA HARSHA

Principles of marketing. (2015).
University of Minnesota Libraries
Publishing.
https://doi.org/10.24926/8668.1901
(Original work published 2010)
Principles of marketing. (2015).
University of Minnesota Libraries
Publishing.
https://doi.org/10.24926/8668.1901
(Original work published 2010)
Introduction
Indomie is a brand of instant noodle products that are very popular in Indonesia. Indomie instant
noodle products are considered suitable for all Indonesian people. Indomie performs geographic
segmentation throughout Indonesia, from Sabang to Merauke. Indomie is produced by PT
Indofood CBP Sukses Makmur, the pioneer of instant noodles in Indonesia and is one of the
largest instant noodles manufacturers in the world. Indofood has the widest instant noodle
distribution network in Indonesia, which penetrates to almost every corner of the archipelago.
Indomie comes in many varieties from the classic soup flavours such as Chicken, Vegetable, and
Chicken Curry, to our most popular flavour Indomie Mi Goreng. Indomie also does not only
market its products in Indonesia, but also available in over 100 countries around the world such
as Australia, New Zealand, USA, Canada, throughout Asia, Africa, Europe and Middle Eastern
countries. With 19 billion packs annual production capacity, it’s no wonder that Indomie is
flavour, favoured by the world. In many other countries such as Singapore, Malaysia, Saudi
Arabia, Nigeria, China, Japan, United States of America, Canada, England, Italy, and France. In
fact, in Nigeria, Indomie has become an instant noodle product that is very well known and
favored by most Nigerians (Lunadi, 2018).
MARKETING STRATEGY ANALYSIS 4P CONCEPT
1. Product
The target is how to make efforts to improve and change products for the better so that they can
affect the usability and satisfaction and attractiveness in larger consumer purchasing decisions.
In the website, Indofood displays Branded Consumer Products which consists of four divisions
namely Instant Noodles, Food Seasonings, Snacks and Nutrition & Specialty Foods. Complete
with product details. The brand name used is Indomie. One Indomie standard pack has a mass of
85 grams, and there are 2 sachets containing 5 spices included, namely: sweet soy sauce, chili
sauce, palm oil, flavored powder and fried onions, but it all depends on the name of the instant
noodles described, while also available in a jumbo version with a mass of 120 grams (Muzakir,
2019).
Indomie has a variety of flavors that adapt to people's tastes. Indomie is always trying to meet the
demands of more and more consumers, as evidenced by the increasing variety of Indomie
products, ranging from fried noodles, noodle soup, regional noodles (noodles with a variety of
flavors according to traditional Indonesian dishes), premium noodles, and jumbo noodles. With
this product variation technique, it will strengthen from other competitors. Indomie is very
famous and has proven to be in great demand by the public.
 Advantage
The advantage of this Indomie product is that it is also a staple food that is in great demand by
many people because it is served quickly and practically, it only takes 4-5 minutes.
 Weakness
The weakness of this Indomie product is that it contains synthetic dyes and there is a wax coating
on the manufacture of instant noodles. So, there are some groups of people who do not want to
consume instant noodles at all because there are synthetic ingredients contained in the
manufacturing process.
2. Price
Once a company has established its pricing objectives and analyzed the factors that affect how it
should price a product, the company must determine the pricing strategy (or strategies) that will
help it achieve those objectives.
Indomie besides being able to be purchased per pack, it can also be purchased in a package of 5
packs or a package of 1 card-package containing 30 or 40 indomie. Indomie prices are also very
cheap and affordable for all people, in Indonesia, Indomie packs are only valued at around 2500
Rupiah per pack. As we have indicated, companies use different pricing strategies for their
offerings. And oftentimes, the strategy depends on the stage of life cycle the offerings are in
currently. Products may be in different stages of their life cycle in various international markets.
3. Place
Distribution is a marketing activity that seeks to facilitate and facilitate the delivery of products
and services from producers to consumers so that end-users as the final destination can get the
goods needed on time. No matter how good a product is produced and promoted, if its
availability is not guaranteed (hard to come by) consumers will definitely be reluctant to stick
with the product.
INDOMIE - Instant Noodle Distribution Channel Type:
Manufacturer ---> Wholesaler ---> Retailer ---> Consumer
Because instant noodle products are durable and not easily damaged, INDOMIE products have
no problem if they use long distribution channels. So from the producer, it distributes to
wholesalers (wholesalers) and then redistributes (usually purchased) to retailers (retailers) such
as stalls and finally reaches consumers. Indomie products can be easily obtained, ranging from
stalls to large supermarkets.
4. Promotion
Indomie is currently in a mature, stable position, has a very strong brand equity so that it can
survive as a Top of Mind instant noodle brand. At this stage, Indomie must not be careless, in the
sense that Indomie still has to hold promotions to remind customers that Indomie still exists, and
always innovates to rejuvenate its products and promotional strategies.
Indomie has a tagline “Indomie seleraku (Indomie is my taste)”.
Advertisement: billboard, advertisement TV, event sponsor
Mie Sedaap (appeared in 2003) seized its market share, so that Indomie's market share declined,
although it still controlled most of the market. Since then, realizing that Mie Sedaap is a strong
enough competitor, Indomie has started to "wake up from a long sleep", Indomie has started
advertising again. Indomie uses famous artist endorsers such as 3 Diva, Gita Gutawa, and non-
artists such as teenagers/students.
Indomie further confirms that he is still the number one instant noodle in Indonesia. Indomie also
held an “Indomie Jingle Dare” event for high school students with the aim of further
modernizing its Jingle. This is intended to further increase the brand awareness of youth/students
regarding Indomie products. Indomie sees teenagers/students as future customers, so since now
Indomie has started to provide a kind of "education" about Indomie.
Conclusion
Indomie has been widely known among the public. The brand name that has been inherent in the
community makes Indomie still the Market Leader of instant noodle products in Indonesia and
even other countries. This can be realized because of the right strategy used by the company in
marketing the instant noodle product. In addition to these advantages, Indomie has had
weaknesses in the past, such as the unpreparedness of the instant noodle product in the face of
competition which carried out a very aggressive marketing strategy that should be watched out
by Indomie, resulting in a setback in the past. This should be a concern from management to be
better prepared to face competition in the future. Various innovations and strategies were carried
out to maintain its position as a Brand Market Leader. Indomie's advantages compared to other
products include: a distinctive Nusantara flavor with premium quality, customer equity and a
high community commitment to Indomie products.
References
Lunadi, Edgina (July 10, 2018). How Indomie Became Wildly Popular in Nigeria. Accessed on
February 2, 2022 at https://www.thepeopleofasia.com/articles/topic-health-human-well-
being/how-indomie-became-wildly-popular-in-nigeria/
Indofood (n.d.). Consumer Branded Products. Accessed on February 2, 2022 at

https://www.indofood.com/business/consumer-branded-products
Indomie (n.d.). Products. Accessed on February 2, 2022 at https://www.indomie.com/products
Principles of marketing. (2015). University of Minnesota Libraries Publishing.

https://doi.org/10.24926/8668.1901 (Original work published 2010)
Muzakir, R., Yuliocaesar, R. E., & Sukarno, Y.(2019). Strategy of PT. Indofood Sukses Makmur
Makes Indomie as a Brand Market Leader in Indonesia. International Journal of Innovative
Science and Research Technology, 4(1), 484-488

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MARKET

WRITTEN ASSIGNMENT UNIT 1

By: Irena Novita Widjaya

INSTRUCTOR: DR. PRAGYA HARSHA

INDOMIE - Instant Noodle Distribution Channel Type:

Manufacturer ---> Wholesaler ---> Retailer ---> Consumer

Indomie has a tagline “Indomie seleraku (Indomie is my taste)”.

Advertisement: billboard, advertisement TV, event sponsor

Indofood (n.d.). Consumer Branded Products. Accessed on February 2, 2022 at

Indomie (n.d.). Products. Accessed on February 2, 2022 at https://www.indomie.com/products

Principles of marketing. (2015). University of Minnesota Libraries Publishing.

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