...Segmentasi Targeting Positioning PT. Indofood CBP Sukses Makmur Tbk. Produk Mie Instan Indomie PT. Indofood CBP Sukses Makmur Tbk. merupakan produsen makanan dan minuman, salah satunya adalah produk mie instan indomie. Produk ini ada dengan segmentasi yang sudah terencana, melihat dari kebiasaan masyarakat indonesia dan Nigeria mengkonsumsi mie instan selama ini, serta ditentukan juga beberapa spesifikasi segmen pasar: 1. Segmentasi * Geografi Kebanyakan produk-produk mie instan khususnya indomie cocok untuk seluruh daerah di Indonesia. Warga Indonesia yang melakukan perjalanan ke luar negeri membawa Indomie untuk mengatasi masalah ketersediaan makanan yang praktis dan sesuai dengan selera Indonesia.karena mie instant sesuai untuk daerah dataran tinggi maupun rendah. Bahkan ada beberapa produk indomie yang sudah memiliki pasar di luar negri, artinya produk mie tersebut cocok bagi segala keadaan geografi, dan banyak dikomsumsi semua kalangan baik dikalangan bawah dan menengah dengan selogan “INDOMIE SELERAKU” * Demografis Produk ini lebih cocok dikonsumsi oleh orang dewasa kecuali balita yang membutuhkan kepraktisan dalam memasak .Produk indomie sangat sesuai dengan kebutuhan rumah tangga maupun yang belum berumah tangga (anak-anak kos). Tidak memiliki ciri khusus, ditujukan bagi masyarakat yang memiliki gaya hidup praktis. 2. Targeting Target pasar dari indomie adalah lebih kepada anak remaja dan keluarga. Pada industri mie instan di pasar, target mereka...
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...1. Executive Summary In this group assignment, we will study Nissin Foods (NF) which is a long history brand and the largest manufacturer of instant noodles. We will analyze brand elements and identify the product, pricing and channel strategies of Nissin in Hong Kong market. Based on our evaluation, we will study the areas of improvement and give recommendation for the marketing plan so as to enhance the brand equity. 2. Background Nissin Foods Holdings Co Limited is a global company that makes instant noodles. It was established in 1958 by Mr. Momofuku Ando in Japan. The company has offices and factories all over the world including Hong Kong (since 1985) and China (since 1995). Nissin is the first brand that makes instant noodles and cup noodles. Its product categories include instant noodles, frozen foods, confectionery, chilled foods and drinks. Cup Noodles and Demae Iccho (DI) are the most popular brands in Hong Kong. 3. Brand Elements 4.1 Brand Name: Nissin Nissin is the transliteration of the Japanese word ’日清’ which means “to make pure and rich taste every day”. It is easy to pronounce and remember. Most importantly, it is likely for consumers to have association with its origin because the word “日” keeps customer remember Nissin is a Japanese brand and consumers perceived everything produced in Japan are in good quality. The jingle can help to increase the perceive quality of its products. 4.2 URLS URLs specify locations of pages of the web and...
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...International Journal of Market Research Vol. 54 Issue 4 Children’s attitudinal reactions to TV advertisements The African experience Ayantunji Gbadamosi Robert E. Hinson University of Ghana University of East London Eddy K. Tukamushaba Irene Ingunjiri Strathmore University Hong Kong Polytechnic University This paper is aimed at exploring African children’s attitudinal reactions to television advertisements . A total of 65 children from four African countries – Ghana, Nigeria, Kenya and Uganda – participated in 12 focus group discussions on the subject matter . Findings suggest that they like television advertising in relation to its entertainment features – especially when the messages feature children characters, cartoons, music, celebrities and humour – and those promoting foods . They also derive excitement from advertising messages that are presented in Pidgin language and/or humorously integrated with local languages . However, they have an aversion to messages that terrify them and those they consider boring . This paper supplements the existing literature on the attitudes of children to advertising, but from Africa as a different contextual platform . It also suggests directions for the effective use of marketing communications strategies in relation to television advertising for marketers and other bodies with special roles in communicating with children such as government agencies and NGOs . Introduction Advertising to children as a topic has attracted...
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