Tugas Marketing Planning and Control

Dalam tugas ini, kelompok harus dapat meriset tentang produk Indomiemelalui data atau informasi yang telah dikumpulkan,serta kelompok harus membuat strategy dan tactic yang sesuai dengan data tersebut.

INDOMIE

Directed by :

Angelica 2007110143
Desia Yunita 2007110203
Priyanto Indra 2007110130
Ratna Dewi 2007110192
Rizky Purnadi 2007110007
William 2007110177

Product Life Cycle of Indofood

Development

PT Indofood Sukses Makmur Terbuka, The Group's principal activities are manufacturing, packaging and distributing noodles, flour, cooking oils and margarine, food seasonings, snack foods, as well as nutrition and special food and the Group operates in , Jakarta, Indonesia. This company establish since 1972. The products are marketed under various brand including Indomie, Pop Mie, Sarimi, Supermi, Kecap Indofood, Promina, SUN, Bumbu Kaldu Indofood,Trenz dan lain-lain. Products are distributed through subsidiaries, independent distributors as well as cooperatives.

Target Market

Demographic segmentation :

gender : female and male

age : 15-20

religion : all of religion

job : students, part timers, NOT executif

social grade: B-C

geographic : all region

Introduction

Indomie Mi Goreng is a mee goreng, an instant noodles product line made under the Indomie brand by the Indofood company, the world's largest instant noodle manufacturer, located in Indonesia. Mee Goreng (Malaysian) or Mi Goreng, (Indonesian) in Indonesian and Malaysian, means "fried noodle".

∆ Description

Mi Goreng is Indonesian for "fried noodle". Indomie's Mi Goreng is a soupless instant noodle that is similar to the traditional mi goreng found cooked by hawkers, in restaurants and homes in Indonesia.

A typical box of Indomie Mi Goreng, containing 30 packets.

Each packet of 'original' Mi Goreng weighs net 85g, and contains two flavour sachets, one with wet ingredients and one with dry ingredients. The first sachet is split into three segments and contains the liquid condiments: thick, sweet soy sauce - sold separately as Indofood Kecap Manis, chili sauce, and seasoning oil with Onion flakes. The second sachet is split into two segments: one contains a dry seasoning powder, whilst the other contains fried onion.

Growth

Indomie available in more than 150,000 Indonesian retail food outlets. It is distributed in Australia, Asia, Africa, the United States and many European countries.

∆ Market Share & Market Growth

With facility it enjoyed under the Suharto regime, the Salim Group through its sub-group the Indofood Group, controls the market of instant noodle with a market share of 80% in the country. In 1999, the Indofood Group even controlled 95% of instant noodle market in the country.

The country's instant noodle industry grew 12% in 2006 compared with previous year. In 2005, sales of instant noodle totaled 13 billion packs, up to 14.5 billion packs in 2006. The Indonesian market is highly potential with large population of 220 million or the fourth largest in the world. In 2006, per capita consumption of instant noodle in the country was only 63 packs a year as against 70 packs in South Korea.

The market, therefore, is still widely open. The middle to high market segments are still untapped. Middle to high class market segments are still dominated by imported products. Now, however, Indofood is seeking to establish its foothold in the higher class market with high end products such as Mi Imlek, Mi Ulang Year and Mi Kasih Sayang. There are also new players in the instant noodle market such as Mie Gaga, Mie 100 (Mie Cepek) produced by PT. JakaranaTama.

Though increasing n absolute term, the market share of Indofood's product of Indomie has declined to 77% from 80% earlier especially after the emergence of new rival PT. Prakarsa Alam Segar (Group Wingsfood) with its product of Mie Sedaap, which has succeeded in grabbing a significant share of the market. Mie Sedap now has a market share of 12%. Since 2003, the rivalry has been virtually between Indomie and Mie Sedaap both controlling 89% of the market. Many other small producers split the remaining 11% of the market.

Maturity

Indomie's Mi Goreng comes in a plethora of different varieties, as follows:

'Original' Mi Goreng

Mi Goreng BBQ Chicken

Mi Goreng Curry Chicken

Mi Goreng Pedas (spicy)

Mi Goreng Rasa Baso Sapi (beef meatball flavor)

Mi Goreng Rendang

Mi Goreng Satay

Mi Goreng Kriuuk (Indomie Goreng Kriuuk ...8x, 3 variants; chicken, onion & spicy)

Mi Goreng Special Chicken

Mi Goreng Chicken

Mi Goreng Onion Chicken

Mi Goreng Soto Mie

Mi Goreng is typically available in most parts of Asia and in countries which have strong Asian populations, e.g. Australia. It is also popular in Persian Gulf countries like Qatar, and is starting to develop a following and reputation in the United States.

5w+1H

Who

PT Indofood Sukses Makmur Terbuka Group operates in , Jakarta, Indonesia. The products are marketed under various brand including Indomie, Pop Mie, Sarimi, Supermi, Kecap Indofood, Promina, SUN, Bumbu Kaldu Indofood,Trenz dan lain-lain. Products are distributed through subsidiaries, independent distributors as well as cooperatives.

What

Indomie Mi Goreng is a mee goreng, an instant noodles product line made under the Indomie brand by the Indofood company, the world's largest instant noodle manufacturer, located in Indonesia. Purchased separately in packs of five from the pasta and rice section of supermarkets, or in boxes of 30 (sometimes 40) from primarily Asia Pacific groceries and other related local supermarket chains.

Where

Mi Goreng is typically available in most parts of Asia and in countries which have strong Asian populations, e.g. Australia. It is also popular in Persian Gulf countries like Qatar, and is starting to develop a following and reputation in the United States. It is distributed in Australia, Asia, Africa, the United States and many European countries.

When

Indomie Goreng is establish since 1972 and it has been developing until now.

How

PT. Indofood produces Indomie Goreng with high technology machine and hygienic. The company makes simple packaging with the picture of the served noodles to package it, so the consumers would attract to but our product.

SWOT analysis

STREGTH

As we know Indomie goreng is produced by PT. Indofood that has a great credibility and it is also already exist in international market. Indomie Goreng have good tasted with high standart quality product, priceless, easily prepared, has some variants of flavour, and has lincenses from MUI(HALAL) and other government license, strong brand positioning.

Weakness

Packaging and the ingredients of the product are not innovated, very simple, and all of the instant noodle are not good to be consumed often.

Opportunity

This product can be as be primary food (e.g; if there are any accident, like earthquake, flood,etc- most people usually donate indomie), the other opportunities are consumen already trust the product and it can be for job’s opportunity.

Threats

This product has many competitors, which are more innovated, it had ever been get bad publicty rumour, issue global warming.

Strategy and tactics

Promotion

Strategy

For 3 month, Create awareness to get new customers and increase loyalty of our customers.

Tactics

Create events, e.g. jingle dare(already exist), exhibition events(made a creation of mie goring with your own idea, photograph exhibition eat mie goreng with cutest face), create new advertisement from indomie goreng.

Product

Strategy

For 6 month, Presents new packaging from indomie goreng

Tactics

Made a new packaging of mie goreng(5 packs in 1 box) and give bonus(for purchasing 10 packs of indomie goreng customer can get 1 bottle of indofood sauce)

Product

Strategy

For 12 month, Produce new version of indomie goreng

Tactics

Upsize indomie goreng (2 in 1 packs) and change the packaging (Indomie Double)