Chapter 6 - Competitive Situation

6.1 Direct Competitors

6.1.1 Maggi

                       

MAGGI

MAGGI is a Nestle brand of instant soups, stocks, bouillon cubes, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland. During 1990s, the sales of Maggi noodles declined, and this was attributed partly to the growing popularity of Top Ramen. Nestle reintroduced the old formulation of noodles for increasing their sales in 1999 whereas the next year, Maggi became the leader in the branded instant noodles. MAGGI 2-minute noodles is one of the largest and most loved food brands that defines instant noodles. Maggi came out with 4 delectable flavors –masala, chicken, tomato and curry.

Maggi noodles has dominate the highest per cent market share for its Maggi noodle brand, they have more than 70 per cent of the market share pie overall in Malaysia and 50 per cent market share for its Maggi noodle brand in Sarawak. Maggi has become the favourite brand among Malaysian and because of this, they constantly rolling out new products to cater the needs of mass market.

Founded :  1890

Founder : Julius Maggi

Headquarters : Cham, Switzerland

Key People :  Alain Pedersen

Strengths :

- Market leader for long history

- Strong brand loyalty from their customers

- Distribution channels is wide and reaching many area

- Attractive packaging design

- Strong brand recognition

- Offers wide variety of flavours

Product Ranges : Instant noodles, sauces, healthy soups, seasoning powder

Price : RM 3.20 – 4.90

Unit : 5 packets in a pack (5 x 80g)

Positioning : Maggi positioned their product as a healthy fast food. With the slogans of 2 minutes noodles targeted to kids and office going mothers.

6.1.2 Mamee

 

Mamee-Double Decker is a unique brand of good quality and taste underscores the success we enjoy today. Mamee’s products are exported to more than 70 countries offering millions of people with large variety of products.

Mamee-Double Decker was incorporated in 1971, currently listed on the Main Board of the Kuala Lumpur Stock Exchange. Over 35 years since its inception, Mamee-Double Deker has become the first largest local food & beverages manufacturing company in the country with the award of "Malaysia's Top 30 Most Valuable Brands Year 2007" and "Top 100 Listed Companies Year 2005". Today, our products have become global household brands which are vastly exported to more than 80 countries offering millions of people with large variety of product ranges from Mamee Instant Noodles, Double Decker, Smax and Funkees cracker snacks, Mister Potato Chips, Mister Potato Crisps, Cheers Beverage, Nicolet Swiss Herb Candy, Nutrigen Cultured Milk Drink, Liteyo Yogurt and the most recent addition of Mamee Sllrrp and Nutrigen IQ3. They pride on their products with good taste, consistent quality, better value and nutrition.

6.1.3 Indomie

 

Indomie is a brand of instant noodles by Indofood CBP Sukses Makmur, the world’s largest instant noodle manufacturer which located in Indonesia. Its is distributed in Uastralia, Asia, Africa, New Zealand, the United States and European and Middle Eastern countries.

Indofood is one of Indonesia’s largest pre-packaged food companies, and was founded in 1982 by Sudono Salim. Outside its main manufacturing plants in Indonesia, Indomie is also produced in Nigeria since 1995 where it is a popular brand and have the largest instant noodles manufacturing plant in Africa. Indomie have wide variants including Mi Goreng Special, Mi Goreng Pedas, Mi Goreng Rendang, Mi Goreng Sate, Mi Goreng Ayam and so on. The most popular is Indomie Mi Goreng.

Founded : 1982

Founder : Sudono Salim

Product Range :  Mi Goreng Special, Mi Goreng Pedas, Mi Goreng Rendang, Mi Goreng Sate, Mi Goreng Ayam and so on.

Strength : - Indonesian traditional cuisine variants

-        Wide Variety of Mi Goreng Variant

-        With Crunchy dried onions and vegetables

Price : RM 3.80 – RM 4.90

Unit : 5 packets in a pack (5x80g)

Positioning : Indonesian traditional cuisine variants with crunchy dried onions and vegetables and wide variant for choices.

6.1.4 Mie Sedaap

Mie Sedaap is a brand of instant noodles that popular in Indonesia, it is produced by Wings Food. They launched their new series of product call Sedaap Mie Mie Goreng which is dry-based instant noodle in 2003. Immediately, they became popular in Indonesia, and they sold it overseas too including Malaysia. In 2008, Mie Sedaap launches new packaging with a new formula Vitamin Enriched 7. In 2009, Mie Sedaap lauched its new flavor, taste Curry Special with thick curry seasoning whereas in 2011, Mie Sedaap lauches new flavor, Mie Kuah Rasa Kari Special and Mie Kuah Rasa Kaldu Ayam.

Strengths :

- Only they have their crunchy and tasty fried onions

- Good quality Noodles

- Unique taste and delicious

Product Ranges : Dry-based and soup-based instant noodles

Price : RM 3.99 – RM 4.50

Unit : 5 packers in a pack (5 x 73g)

Positioning : Mie Sedaap is a good quality instant noodles that have unique taste and very delicious targeted at taste conscious people.

6.2 Indirect Competitors

6.2.1 Gardenia

      

 

In 1969, an American named Horatio Sye Slocumm was sent by International Executive Service Corporation (IESC) to East Malaysia to start a bakery. Mr. Slocumm brought with him 35 years of baking experience with one of America’s leading chain of bakeries. Gardenia was born.

Gardenia Bakeries (KL) Sdn Bhd rolled the first loaf of bread off its line in 1986. Within four short years, it became the bread market leader with an astounding 99 percent brand recall rate and 80 percent top-of-mind recall.

Gardenia's range of products grew and evolved through the years, becoming better and better with each step. Leveraging on its brand strength, Gardenia now produces a variety of baked products to satisfy consumers' demands.

Product features: - Convenient , hassle-free preparation and healthy

-        Can be prepare in any kind of recipe such as sandwiches, burritos, mini pies and so on.

-        Awarded with Malaysia’s Top Ten Brands in 2008 and 2009, Gold award on Putra Brand Awards, Superbrands Consumers’ Choice Award and so on.

Product Ranges : Bread loaf, flavor packaging baked bread

Positioning : Healthy Gardenia Bread with no preservative providing a nutritious breakfast and targeted to all range of people.

Price : RM0.70 – RM 3.80

Advertising Campaign : Gardenia TVC

6.2.2 Campbell’s Soup

 Campbell’s is a brand of an instant soup that is quite popular in Malaysia. Campbell Soup Company also known as Campbell’s, is an American producer of canned soups and related products.

Campbell is also known for its popular, ready-to-serve varieties. Campbell’s Chunky soup offers a nutritious way to satisfy hearty appetites. Operating since December 1995, Campbell’s Malaysia is an established multinational food company based in Malaysia with headquarters in the USA and regional offices in Australia. They are a world leading company specializing in the manufacture and sales of soup and sauces. In 2002, Reader’s Digest recognized Campbell’s world-class portfolio with an Outstanding Brand Performance award.Today, Campbell’s brands are cultural icons to consumers everywhere, symbolizing quality, convenience and great taste.

Product features :

- 100% natural with no artificial ingredients

- Full line of delicious varieties flavor

Product Range : Campbell’s Soup, Campbell’s tomato soup

Price : RM3.50 – RM 4.00

Unit : A single Can and 3 packets in a box

Positioning : Campbell’s condensed soup provide 100% natural and varieties of flavor for people’s meal times to enjoy the taste of quality and targeted to kids and family.

6.2.3 Ayamas

            

          

Ayamas is the first company in Malaysia that introduce the sales of chicken and chicken-based products through a network of company-owned, air-conditioned stores – chicken boutiques. Ayamas not only selling the fresh chicken, they also process the pre-cook chicken and sell in packets. Ayamas products is hassle-free preparation and time saving for a meal. The first convenience store was opened at Seapark on 29 April 1988. Today, it has 83 stores nationwide.

Product features :

-Convenient and time saving preparation

-Supplier for rasamas

-Awarded Outstanding Product Innovation

Product Ranges : Nuggets, meatballs, chicken

Price : RM 9.90 – RM 12.09

Unit : 850g per pack

Positioning : Ayamas providing a high quality fresh and frozen food with high accessibility and availability for everyone.