DEVELOPING INDOMIE’S MARKETING STRATEGY IN NIGERIA THROUGH CUSTOMER PERCEPTION OF INDOMIE

• Main Author: Rastylia, Dania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77398
• Institution: Institut Teknologi Bandung

Indomie is an instant noodle brand originating from Indonesia. The brand is originally under PT.Indofood Sukses Makmur Tbk, through internationalization the brand had gone through expansion to Africa specifically Nigeria. The expansion were made due to the market potential Nigeria has and gives the brand an opportunity to become a pioneer and market leader of instant noodles in Nigeria. In Nigeria, Indomie is manufactured and distributed by Dufil Prima Food Plc where the company build a factory to produce Indomie from inside the country. Indomie in Nigeria offers variety of products with two categories; soup noodles and dry noodles. After the market entry in the late 1990s, Indomie had had steady growth throughout the years and in the process new competing companies arises. The goal intended for this research is to develop new marketing strategies from customer’s perception of the brand to ensure Indomie Nigeria can compete with the competitors, stay relevant in the market and ensures product presence are maintained. The research will be conducted through collection of primary data (Interviews) and secondary data (existing journals, literatures and books) where the data collected will be analyzed with descriptive analysis. The resulting marketing strategies corresponds with the vision, mission, value and customer’s demand expected to improve Indomie Nigeria’s marketing strategy.