KMC6203 MARKETING COMM STRATEGIES TRIMESTER 1, 2023/2024 SESSION (T2410) ASSIGNMENT 1 MAMEE PREPARED BY: GROUP 23 NAME STUDENT ID 1. AMMAR MIKHAIL AAMER BIN AAMER AMIN MOHAMMAD ZULQARNAIN 1211204287 2. ADAM RIZQIN BIN SAIFUZZAMAN 1221303072 3. CHAN JU CHE 1191203029 4. AHMAD TASHFIN BIN MOHD TAUFAN 1221304199 SECTION: FAC 1 SUBMITTED TO: Mdm Dr Nurafiq Inani Man ASSIGNMENT SUBMISSION DATE: WEEK 6
i. Introduction of the company and digital platform Mamee is a Malaysian-based brand where they sell Instant Meal products, most commonly noodles. Founded in the year 1971 in Melaka, the notorious local Instant noodle sellers, have had a successful legacy with their various flavour offerings. Beyond Instant Noodles, they also sell other forms of snacks such as potato chips and dried instant noodles. Now massing over… the company has a multitude of marketing channels, whether it is sold via online retailers, convenience stores or supermarkets. The digital platform of choice will be Shoppee. Shopee is one of the most successful delivery services in Southeast Asia. One of the many things they sell is instant food priced between affordable to expensive. The products commonly sold via the platform are their snack-based products and instant noodles, purchased in a vast quantity. ii. The company marketing strategy for the brand Promotional Activities Like many other companies, Mamee Double Decker is driven to adopt aggressive promotional strategies to gain a share in the market. Mamee Double Decker uses various promotional tools which include sales and advertising to capture attention in the market. On July 17 2002, RM40 million was allocated for Malaysia’s promotional activities. Mamee has made aggressive advertising in Myanmar and China in the same year to create brand awareness. Mamme had made its way as an official snack partner with Manchester United recently. This is important as it aims to boost its market share in Asia. “The Ultimate Manchester United Experience '' contest was one of the interesting activities that has been carried out through this partnership, the lucky winners get to go on a trip to visit Manchester United and their football players. Other than that Mamme had also used the faces of Malaysia’s local celebrities, such as Felix, Amalyea and Mawi as the ambassadors for the product. In a recent festive season Hari Raya, Malaysian celebrity Shahizi sam was featured in a Mamme advertisement and conducted a contest “Mamee kusayang”. This shows the brand made aggressive promotions and activities throughout the years.
Pricing Decision Mamee are reasonable and make their products affordable for the interest of all. Their pricing strategy enables them to capture the various market segment shares. For example, in Malaysia, a single Mamee monster snack costs 30 cents while the Double Decker is only RM2.50. There is no price discrimination for all Mamee products because the company charges the same price for the same goods irrespective of different markets. Therefore Mamee’s pricing strategy is considered fair. Target Market Mamee is good in quality and a unique brand which will be made available to all people with the product offered. The firm started with one product and has gradually grown to 50 products. The target people may also have increased. The products of Mamee like Mamee Monster, Mamee Instant Noodles and slurp, and Mamee snacks are aimed at consumers who are aged between 6 and 30 years old. Also, students are being targeted because they want some snacks or drinks to relax their minds, especially the female students. They are always in search of something to chew or to have something to eat during study time or after the lecture. The second group of people that Mamee will target are people who have healthy lifestyles. This complies with the recent brand extension which is Nutrigen Cultured Milk Drink. From a geographical perspective, the business will cover all those areas with grocery stores, petrol stations or shopping complexes. On the other hand the individuals from low income to high income will be targeted too because of the cheap and affordable prices which can fit in their budgets as well. The family structure aspect of the mother with more than 5 children, she will likely purchase an increased amount of groceries and household products. Kids are drawn to sweets like Crips, Puffs and Cheer soda simply because the food is convenient and they may be chosen based on individual preferences. In addition, the company focused on people, who are interested in spending time with picnics and parties outside. The size of the given market is evidently very big and also the demand for it is high. The whole community can utilise and take what is being offered because it is composed of a wide range of food, snacks, drinks, instant noodles and a lot more.
iii. The marketing mix of the brand Product: Figure 1: from left to right are Mamee Monster, Mister Potato, Mamee Chef & Mamee Express Cup MAMEE offers a wide assortment of products on Shopee, such as snacks and noodles, continuously innovating its line-up with new flavours and products tailored to both local and international tastes. Its focus on quality and innovation helps meet diverse consumer needs. Price: Figure 2: the prices of Mamee Monster at Shopee, one of the official online stores of MAMEE Mamee employs a competitive pricing model that positions them as an affordable option without sacrificing quality. Shopee's frequent flash sales, vouchers, and discounts facilitate price promotions that appeal to value-oriented Shopee users. The pricing strategy emphasizes
affordability, targeting cost-conscious consumers with competitive pricing while ensuring good value. Place: Figure 3: Mamee’s website provides various platforms to let consumers shop for their products Though MAMEE’s products are distributed widely in physical retail locations, its website complements these channels by offering extensive product information and supporting online sales by providing hyperlinks to official online stores such as Shopee, Lazada, and PG Mall. Shopee provides MAMEE with a digital marketplace that reaches millions of consumers across Southeast Asia, far beyond what could be achieved through traditional retail channels alone. Shopee’s logistic support also allows MAMEE to efficiently manage deliveries nationwide and internationally. Promotion:
Figure 4: A homepage banner from Shopee (upper), An announcement about 11.11 sales on Mamee’s online platform, 2020 (lower) MAMEE utilizes Shopee’s promotional tools such as homepage banners and participation in site-wide campaigns like 11.11 or 9.9 sales. These promotions are instrumental in boosting visibility and sales volumes. iv. The marketing communication strategies via situational analysis MAMEE recognises the importance of digital marketing in reaching consumers, thus it leverages several strategic tools to enhance its Shopee’s page effectiveness in marketing communications. First of all, MAMEE uses SEO (Search Engine Optimization) to ensure that its webpage ranks at the top of search engine results for relevant keywords, increasing visibility and attracting organic traffic in Shopee searches, adapting to the platform’s algorithms. Besides, MAMEE also applies strategies like providing product information, brand story, and E-commerce integration on their website. Based on case studies, we can notice that MAMEE announces new product launches, CSR & ESG projects, and events through their website and social media channels, this kind of strategy is also the key factor that affects MAMEE’s SEO outcome. Other than that, MAMEE allocates some Consumer Engagement methods on Shopee such as Reviews & Ratings and Shopee Ads. They encouraging customers to leave positive reviews and ratings on Shopee enhances MAMEE’s product credibility and attracts more buyers due to the enhanced perceived reliability. Last but not least, MAMEE invests in Shopee’s in-platform advertising to increase product visibility beyond organic search results, targeting specific user segments more likely to purchase their products.
v. Major competitors of the product Major competitors against Mamee include international brands such as Maggi and Indomie. There are other local brands who are in competition as well including Sedap, Chef, and Ibumee. As the platform of Shopee offers a variety of brands, the likelihood of Mamee's product being bought is less likely to fly off the shelves due to it being heavily available compared to other competitors and availability of the product. In terms of other online retailers against Shoppee, this will include companies such as Lazada, Grab Mart, as well as Foodpanda PandaMart. As of lately, such marts have not been in frequent use since 2020 due to the public reopening for marketers to pursue forward. This pushes Shoppee to resume operations, as there are multiple users not only in Malaysia but outside as well for who would like to purchase the products. Also given that Shopee is an online retailer where they can be shipped all over Southeast Asia, it gets an upper hand to help the company as well. The only other company that can compete is Lazada. vi. The effectiveness of a marketing communication strategy implemented by the brand Impact On The Organisation New technology should be adopted in organisations today in order to compete in the market. Technology has brought an impact on the organisation’s ability to collect and organise marketing information and data to reach and develop different marketing strategies (Fernando et al., 2012). Social networking and search engines have collected data on the consumer's behaviour while communicating with them. The role also has an impact on adding marketing technology in their business by creating a new marketing role. For instance social media management and making research about consumer behaviour (Md. Shamsul Arefin et al., 2015). Hence, the organisation in the company can maintain a channel marketing to communication with consumers and their retailer Impacts On The Consumer In online marketing, marketing professionals have been instrumental in promoting their products. Online marketing allows consumers to access information about the product or services (Indranil Roy Chowdhury et al., 2014). The impact of Facebook advertising and Google sponsored search results on consumers' perceptions of online privacy advertising.
From a privacy perspective, customers are exposed to more marketing content via online marketing advertisements (Michal J. Carrington and Benjamin A. Neville, 2016). A cutting-edge marketing technology advertising is being made using customer viewpoint information. Drawing on the literature mentioned above, this study offers the theoretical framework of variables impacting creative marketing technology strategy, which is shown in Figure 2.0. vii. Conclusion In summary, Mamee’s strategic marketing approach, especially through Shopee, has contributed to its success in the Malaysian instant meal market. Mamee has built a reputation for quality and affordability by combining aggressive marketing, fair pricing and an assortment of product lines. Using digital tools such as SEO and in-platform advertising has helped Mamee build its brand visibility and increase sales. In the future, Mamee will need to continue to innovate and adapt to preserve its competitive advantage in the evolving marketplace. Overall, Mamee's journey demonstrates the potential of excellent marketing communication to drive business growth. Through the strategic use of digital platforms and a clear focus on consumer needs, Mamee has not only expanded its market reach but also solidified its position as a leader in the FMCG sector. Moving forward, Mamee’s dedication to innovation and consumer interaction will be critical to maintaining its success and fostering future development.
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