Chapter 2 Product Profile

2.1 Product Name

Ibumie Mi Goreng

2.2 Product Classification

Ibumie Always Mi Goreng is the packets of precook dry-based instant noodle with flavoring including seasoning oil and it can be prepare within 10 minutes that able to provide some basic needs by human body such as protein, oil, and sugar. It has become an essential product of meal solutions for people who rush off to work or when we do not have time to cook.

2.3 Product Characteristics

Ibumie Always Mi Goreng

Ibumie Always Mi Goreng comes with the flavor of the authentic Malaysian flavor of dry noodles contains wheat flour, palm olein, sodium polyphospatem potassium carbonate and sodium carbonate. Seasoning oil of Palm olein in the packet contains permitted antioxidant of BHA . This is a halal local product selling in 5 packs.

2.4 Product Range

Ibufood Corporation has come out with wide variety of products for consumers. Ibumie Always Mi Goreng was first product of Ibufood Corporation introduced in Malaysia in 1982. To strengthen customer confidence, they roll out several flavors of instant noodle for choices.

·       Ibumie Always Mi Goreng

Ibumie Always Mi Goreng was the first product ever produced by Ibumie. They came out with the toss dry noodles with delicious flavoring of seasoning oil. The color of product packaging is brown.

·       Ibumie Penang Har mee

Ibumie Penang Har mee came with the very authentic flavor of penang famous prawn noodles. Color of their packaging is strong red, very attractive.

·       Ibumie Mee Baa..gus

Ibumie Mee Baa gus is a new product rolled out by Ibumie. This product line is a new range of home recipe noodles with no added preservatives and coloring. Mee Baa gus carrying three new soup flavours which is Curry, Soto Chicken and Onion Chicken. Color of their packaging is yellowish.

·       Ibumie Mi Sup

Ibumie Mi Sup is a soup instant noodles produced by Ibumie. They consist of three flavor including Oriental Spicy Chicken, Herbal Duck and Udang Ala Pinang. Their packaging color is light green.

·       Ibumie Mi Goreng

Ibumie Mi goreng is hardly seen in the market and not well known. They came with 3 different kind of flavor which is Ala Thai, Asli and Sambal Udang. The packaging color is strong contrast of black and green.

2.5 Distribution

They distribute their product both directly and indirectly widely in Malaysia. They cover widely at hypermarket, convenient store, mini market and so on.

·       Jusco Hypermarket in whole Malaysia

·       Giant Hypermarket in whole Malaysia

·       Tesco Hypermarket

·       Convenient Store

·       Stalls

·       Online Trading

     2.6 Product Life Cycle 

According to their annual report, the sales of Ibumie instant noodle product has decline since 2009. In 2008, they advertised on Ibumie Instant Noodle products in TV commercials and results in pushing the sales and revenue to the peak.

2.7 The Brand

          The brand name “Ibumie” originates from a company of Ibufood Corporation Sdn Bhd (“Ibufood Group”), this company incorporated in OCB Berhad during 1982 and in charge in manufacturing and marketing on Ibumie Instant Noodle products and other consumer products. Ibumie instant noodle product is their first develop of toss dry noodles (Mi goreng), which is the category leader in the market today. Ibufood Group has since 2003 also established itself as a specialist producer and supplier of premium quality blended seansoning powder, seasoning-oil, sauces and specialty spices under another brand “Telly”.

          Ibumie has 2 types of instant noodles. They are soup-based instant noodles and dry-based instant noodles. They come in variety of flavors and the best selling product is Ibumie Always Mi goreng. The specialty of the product is they way it taste and easy to prepare. Ibumie products are mainly focus on Malaysian authentic favourites and preference on food taste such mee goreng style(Ibumie Always Mi Goreng) and penang prawn noodles(Ibumie Har Mee).

2.8 Brand Image and Implications

          When people think of Ibumie, they going to think the dry-based instant noodles and the Ibumie penang har mee. But often for people who not knowing this brand before definitely not going to buy it as they do not know the specialty of Ibumie and they often get confuse with another brand, which is Indomie. This dilemma shows that Ibumie brand awareness is not strong enough to stand out from the rest of the brand and yet people still suspect that whether Ibumie is inauthentic of imitative on the other brand and so forth of negative brand image on Ibumie. So this negative affects on Ibumie brand image have bring the implications on affecting consumer’s buying decision and affect the market growth of Ibumie.

2.9 Strength and Weakness

Strength

·       No food preservative and coloring

·       Leader of dry based instant noodle

·       The price is much cheaper than the other instant noodles brand

·       Time saving and suits for people who rush for work or no time to cook

·       Various flavors for choice

·       Delicious taste of it make people want for more

·       It is halal food and suits for muslim

·       Easy to cook and simple to serve

·       Can be served in a healthier option

·       Their flavor suits for the preference and taste of Malaysian

Weakness

·       Contain preservative and Monosodium Glutamate (MSG)

·       Challenge from local best selling competitors

·       Losing popularity among old adults and people who concerns health issues

2.10 Advantages and Disadvantages

Advantages

·       All types of people especially for a low income people can afford to buy

·       The product is 100% Halal, so it is safe for muslim

·       Time saving preparation meal

·       Taste conscious

Disadvantages

·       MSG and food preservative is not good for health

·       Lack of nutrient if it is prepare without vegetables and meat

·       Consume frequently might lead to many health problems such as liver cancer, frequent hair loss

·       A rival from famous local brand such as Maggi, Mee Sedaap

2.11 Unique Selling Proposition

Ibumie product line are specialize in fried noodle such as Mi Goreng variant which follow the nominant favourites taste of Malaysian.

2.12 Promotional History and Advertising Schedule

2008

·       Ibumie Always Mi Goreng TVC

·       Ibumie Har Mee TVC (2 versions)

2011

·       Ibumie Mee Baa..gus TVC

·       Ibumie Always Mi Goreng TVC

2.13 Positioning Statement

The Ibumie instant noodle are mainly focus on dry-based market with the Malaysian preference flavors and the target market is from all 18 – 23 years old.