Developing Indomie’s Marketing Strategy in Nigeria Through Customer Perception of Indomie
Instant noodle has become a promising product in Nigeria due to the increasing market potential, allowing Dufil Prima Food Plc to be the chosen distributor and manufacturer of an Indonesian instant noodle brand, Indomie. Originally produced, distributed and sold by PT.Indofood Sukses Makmur Tbk in Indonesia, Indomie has become a common staple in Nigeria through the use of adequate marketing strategies and proper national expansion. Instant noodle was first introduced in Nigeria by the 1990s, where Indomie acts as a pioneer in building the instant noodle industry in the country, it was not well perceived at first and needed time for the people to start accepting it in their everyday meal yet today, it becomes the best selling instant noodle brand in Nigeria. Indomie produces two types of instant noodles namely broth based noodles and stir fry noodles. In the midst of Indomie’s success of being a market leader in Nigeria, other businesses have started their own brands thus creating a new competitor in the market. Therefore, the aim of the dissertation is to generate new marketing strategies for Indomie in Nigeria based on the perception of Indomie from both Nigerian and Indonesian consumers. The purpose of the strategies is to compete with competitors and stay relevant in the country by comparing both aspects from either country. The data collected will be derived from interviews and descriptive analysis from previous researches, journals and printed documents. The end result are strategies that can be implemented by Indomie Nigeria while still being in line with the vision, mission and value of Indomie as a company and brand.
Adirini Pujayanti (2017). GASTRODIPLOMASI – UPAYA MEMPERKUAT DIPLOMASI INDONESIA. Jurnal Politica Dinamika Masalah Politik Dalam Negeri dan Hubungan Internasional, [online] 8(1). doi:https://doi.org/10.22212/jp.v8i1.884.
Hasan, A. 2016. Diplomasi Indomie. Retrieved March 17, 2020, from Tirto.id: https:// tirto.id/diplomasi-indomie-bG1e.
Heroes of Nigeria. (2019). Heroesofnigeria.com. https://heroesofnigeria.com/
Irani, E. (2019). The Use of Videoconferencing for Qualitative Interviewing: Opportunities, Challenges, and Considerations - Elliane Irani, 2019. [online] Clinical Nursing Research. Available at: https://journals.sagepub.com/doi/full/10.1177/1054773 818803170
Karolina Janiszewska, & Insch, A. (2012, May 20). The Strategic Importance of Brand Positioning in the Place Brand Concept – Elements, Structure and... ResearchGate; unknown. https://www.researchgate.net/publication/269586166_The_Strategic_Importance_of_Brand_Positioning_in_the_Place_Brand_Concept_-_Elements_Structure_and_Application_of_the_Positioning_Statement
Lowe, J. K., Maggioni, I., & Sands, S. (2018). Critical success factors of temporary retail activations: A multi-actor perspective. 40, 74–81. https://doi.org/10.1016/j.jretconser. 2017.09.005
Market Share—a Key to Profitability. (1975). Harvard Business Review. https://hbr.org/1975/01/market-share-a-key-to-profitability
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2018). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4–29. https://doi.org/10.1007/ s11747-018-0598-1
Music, A. (2023, June 30). Top 100: Nigeria. Apple Music. https://music.apple.com/bh/playlist/top-100-nigeria/pl.2fc68f6d68004ae993dadfe99de83877
Omokayode, J. 2021. How Indomie conquered Nigeria: Brand Building in a complex Multi-Cultural economy. Retrieved 20 November, 2022, from https://businesshubone.com/ how-indomie-conquered-nigeria/#:~:text=As%20part%20of%20their%20marketing, more%20customers%20to%20the%20brand
Ramadhani, A., Yulliana, E. A., Sari, K., & Permata, Q. O. (2020). Diplomasi Indonesia melalui Indomie terhadap Nigeria. Global and Policy Journal of International Relations, 8(01). https://doi.org/10.33005/jgp.v8i01.2171
Seung-A Annie Jin, & Aziz Muqaddam. (2019). Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?” 26(5), 522–537. https://doi.org/10.1057/ s41262-019-00151-z
Sreeya B. (2019, September 11). Customer perception about window shopping in Malls in Chennai. ResearchGate; Blue Eyes Intelligence Engineering and Sciences Engineering and Sciences Publication - BEIESP. https://www.researchgate.net/publication/ 352761791_Costumer_perception_about_window_shopping_in_Malls_in_Chennai
Stavros, K. P., Markos, T. H., & Blankson, C. (2000). Positioning strategies in business markets | Emerald Insight. Journal of Business & Industrial Marketing, 15(6), 416–437. https://doi.org/10.1108//jbim
Sumarwan, Ujang. 2011. Perilaku Konsumen : Teori dan Penerapannya Dalam Pemasaran, Edisi Kedua. Bogor : Ghalia Indonesia
Wartaka, M., & Sumardjono, S. (2020). Analysis of consumer behavior in buying instant noodles (case studies in the Bogor City Area). The Management Journal of Binaniaga, 5(2), 115. https://doi.org/10.33062/mjb.v5i2.384
Why Does This Brand Speak to Me? Conceptualization, Scale Development, and Validation of Brand Relevance. (2021). Journal of Promotion Management. https://www.tandfonline.com/doi/full/10.1080/10496491.2020.1851850