Chapter 1 Introduction

Ibumie instant noodle is one of the product made in Malaysia and been distributed by company called Biz-Allianz International (M) Sdn Bhd, which is a subsidiary of Ibufood Corporation Sdn Bhd. Ibumie Always Mi goreng is a toss dry noodle which has a premium quality of noodle made from high Protein Flour. The noodles which made from high protein flour offers a springy taste. Their ingredients include of wheat flour, palm olein oil, salt, guar gum, potassium carbonate and so on. It is HALAL and often they are sell in hypermarket, supermarket, mini market, shop and so on.

Ibumie instant noodle are usually bought from hypermarket and convenient store. Instant noodle in general, are deemed as one of an unhealthy food among the society. Despite the general negative perception towards instant noodle, most of them still consume instant noodle like a national food in their daily life. There are actually various ingredients contain in instant noodle that human body needs, such as protein and so on.

Ibumie instant noodle Mi Goreng comes in 4 flavours, which are mi goreng asli, mi goreng tom yam, mi goreng sambal and mi goreng kari. Among all those flavours, mi goreng asli are the most famous among Malaysians. Apart from that, the price of the instant noodle is reasonable and affordable for everyone.

    

1.1 Problem Statement and Issues

There is a problem that people used to get confuse between the brand of Ibumie and Indomie as they have the similar product packaging.

So, this situation analysis will focus on how to increase the levels of brand awareness , improve brand image and gain loyalty from the customers. Also, there are not only some action on improvement in the advertisement should be taken,but also in repositioning the brand in the market. This in turn will drive customer to loyal to the brand and put away any confusion of brands on Ibumie.

Issues :

-        Same packaging of Ibumie and Indomie

-        People have negative image on Ibumie with the perception of claiming Ibumie as a “copy cat”

- Distribution is well enough as there are still several places that do not have Ibumie products.

1.1 OBJECTIVES AND AIMS

1.1.1     Mission / Aims

To analyze market situation of Ibumie and to exaggerate on advertising and branding in different communication mediums, they need emphasize on their unique selling point as well.

1.1.2     Objectives

·       To strengthen brand identity.

·       To investigate the situation and development of instant noodles market and industry.

·       To understand and evaluate the competitors of Ibumie.

·       To determine the characteristic of the target audience.

·       To widen the reaching of their advertising message in the way of website, social networking and other media.

·       To propose more events for Ibumie such as roadshow to increase their brand awareness.