Discuss about the case study Meal for Food, Families and the Market.
Competitor Name
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Maggi
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Koka
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Nissin
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Position strategy
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· Maggie has positioned itself as the ‘the 2-minutes noodles (Ekström, 2016).
· In the view of the customers, it is easy to cook and good to eat.
· It reinforces the health focus
· It has positioned itself as noodles with soup for kids to give satisfaction the hunger pangs in between the meals
· The communication of brand focuses on the situations in which the children demand something to consume prior to having dinner
· The communication of brand focuses on the situations in which the children demand something to consume prior to having dinner
· It has positioned itself and has created a unique position (Ekström, 2016).
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· Koka is positioned to offer high quality without compromising the taste and convenience.
· It offers popular local flavours like Satay and Laska.
· It has positioned its products as healthy instant noodles and has a hope of attracting the noodle eaters who are health conscious
· They aim to provide the new forms of experience for the consumers who purchase the noodles manufactured by their company
· It has positioned itself as a healthy brand as it not includes Mono Sodium Glutamate (MSG) (Jobber& Ellis-Chadwick, 2012).
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· After Maggie, the next brand which arrived in the market is Nissin (Hollensen, 2015).
· It has positioned itself and has created a unique position
· This brand has adopted the attribute of a product based positioning and has also highlighted its products
· It has positioned itself as noodles with soup for kids to give satisfaction the hunger pangs in between the meals
· The communication of brand focuses on the situations in which the children demand something to consume prior to having dinner
· It reinforces the health focus
· It has positioned its products as healthy instant noodles and has a hope of attracting the noodle eaters who are health conscious (Boone & Kurtz, 2013).
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Differentiation strategy
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· It employs the differentiation strategy related to the forms, features, quality, performance, reliability, durability, reparability, design and style as well as service.
· It had opened a complete new market for instant noodles
· Its campaigns of advertising are used as tools for creating market differentiation (Kotler et al., 2015)
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· The precept of health has been one big way to create differentiation in the market
· Its campaigns of advertising are used as tools for creating market differentiation (Boone & Kurtz, 2013).
· It had opened a complete new market for instant noodles (Jobber& Ellis-Chadwick, 2012).
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· It employs the differentiation strategy related to the forms, features, quality, performance, reliability, durability, reparability, design and style as well as service.
· It had opened a complete new market for instant noodles (De Mooij, 2013).
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Pricing Strategy
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· The initial strategy of pricing was low in order to make the products reasonably priced (De Mooij, 2013).
· It comes in reasonable prices starting from rupees five
· Instead of increasing the prices, it has reduced the quantity
· It also analyzes the cost, products and prices of its competitors
· It sets lesser prices for boosting the market share as it can gain the profits of a long-term basis
· It sometimes reduces the prices of its products for promotion (Czinkota & Ronkainen, 2013).
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· It analyzes the cost, products and prices of its competitors
· It sets lesser prices for boosting the market share as it can gain the profits of a long-term basis
· The initial strategy of pricing was low in order to make the products reasonably priced
· Instead of increasing the prices, it has reduced the quantity
· It sometimes reduces the prices of its products for promotion
· It also analyzes the cost, products and prices of its competitors
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· The cheap price of Nissin can meet the objectives of pricing
· It sometimes reduces the prices of its products for promotion
· It sets lesser prices for boosting the market share as it can gain the profits of a long-term basis
· It also analyzes the cost, products and prices of its competitors
· This food company sometimes reduce its prices because it considers the lower price of its competitors and it gives a response to the changes of prices (Rosenbloom, 2012).
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Distribution strategy
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· The distribution network of Maggi is well spread in almost all parts of the world
· It is readily available in grocery stores , and retail shops
· Its distribution has become more intensive and it has adopted a variety of programmes in order to encourage its products over its competitors in the global market
· The distribution of Maggi products is carried out intensively by means of several ways such as :
Ø Supermarket
Ø Grocery shops
Ø Convenience Stores
· The customers can also the buy its products from anywhere at anytime (Armstrong et al., 2014).
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· The relationship between the sales volume and place of distribution is very close.
· It is readily available in grocery stores , and retail shops
· Its distribution has become more intensive and it has adopted a variety of programmes in order to encourage its products over its competitors in the global market (Armstrong et al., 2014).
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· The distribution of Nissin products is carried out intensively by means of several ways such as :
Ø Supermarket
Ø Grocery shops
Ø Convenience Stores
Ø Vending machine
· The customers can also the buy its products from anywhere at anytime
· The relationship between the sales volume and place of distribution is very close
· Its distribution has become more intensive and it has adopted a variety of programmes in order to encourage its products over its competitors in the global market
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Promotional Strategy
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The products of Maggie are promoted by:
· Distribution of free samples
· Effective communication of the tagline
· Different sizes s Maggie e.g. 200 gms, 100 gms, 50 gms etc.
· Giving gifts on returning the empty packets
· Wet sampling (Distribution of cooked Maggie)and Dry sampling (distribution of Maggie packets)
· Sponsoring several events of children
· Spending huge amount on the electronic as well as printing media advertisements
· The company does promotions by providing the free samples
· It s now targeting the products at the entire level of family and not only the children (Armstrong et al., 2012).
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· It is observed as an innovator in the market in terms of processing the noodles
· It utilizes the technology of cooking by means of steam and air drying
· Its purple wheat noodles are very much popular and is in high demand by the public
· It is also recognized as an environment friend brand since it prefers to utilize the recycled materials
· Spending huge amount on the electronic as well as printing media advertisements
· The company offers a variety of flavours (De Mooij, 2013).
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· The company offers a variety of flavours such as mushroom, chicken, chilli crab, laksa and tom yam seafood.
· The packet noodles comprise of different types such as dry, semi-dry and soups.
· Nissin foods has been discovered to be win the challenge of the world campaign and it has a tie up with the Manchester United
· The agreement on global partnership with the Manchester United is intended to offer a big scope for expanding the Nissin instant noodles
· The company does promotions by providing the free samples
· Spending huge amount on the electronic as well as printing media advertisements
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References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2012). Marketing: an introduction. Pearson Prentice-Hall, London.
Boone, L. E., & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.
Ekström, K. (2016). 5 The multi-cultural food market. The Practice of the Meal: Food, Families and the Market Place, 10, 57.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015).Marketing. Pearson Higher Education AU.
Rosenbloom, B. (2012). Marketing channels. Cengage Learning.