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Mamee Twin Decker Went Global Marketing Essay

The reason for this project is to investigate and review the marketing case in Malaysia, specifically, a Malaysian company must be chosen and our choice of company is Mamee Twin Decker Berhad. Various aspect of study under the subject matter has been considered. This consists of the mark marketing mix factors which is the product, pricing, advertising and circulation decision. Marketplace analysis is also included. In order to analyze the internal and external problem facing the company, we have done a SWOT research (strength, weakness, opportunity and threat)That is to highlight and raise several problem or concern facing the business locally or internationally. Market research on comsumer tendencies and compettion are also carried out through a review questionnaires and the conclusion or statement of the synopsis are also done.

Mamee Increase Decker Proceeded to go Global

Background of the company

The company chosen because of this case evaluation is Mamee Double-Decker Malaysia Berhad. . Mamee was founded in 1971 by Datuk Skillet Ching Hin and headquartered in Malacca. Mamee Double Decker is Malaysia food processing, snack and diary product company. It mainly produces and offers instant noodles, snack, confectionery and beverages. Mamee Two times Decker not only markets its product locally but got penetrated the international market as well. Today Mamee products are exported all over the world to more than 80 countries and area it help includes Asia, Middle East, Africa, America, Europe and Oceania. Products made by mamee are popular and well known to most homes especially children.

Marketing practice from Islamic perspective

When mamee first came into existence its product are just mamee monster noodle treat and two times decker snack. . Mamee later had gain acknowledgement from several countries due to its distinct and unique feature of the snack that is square-ish noodle like and the lovable face of monster on its product packaging as the double-decker treat, is a flavored snack with a choice of prawns poultry and cheese.

The company then undergoes a major diversification when it produces carbonated drink under the brand cheers. Mamee instant noodle later was produced. However different instant noodles are given to provide different countries, For instance mamee bihun, express noodles, and mi goreng are just available in Malaysia as it suits the mlaysian flavor, while the products are not made for the abroad market. The business acquired produced mamee oriental noodles for exterior market.

Marketing Mix Consideration

Decission made by the company regarding to the purchase price, promotion and circulation will be the marketing mix awareness in making a choice.


Product decision.

Initially, mamee mainly target in producing snacks, but it possessed diversify its product in producing beverages such as carbonated drinks, cultured beverages and lately the new products by mamee a juice under the brand 'Rio Fiesta" a wholesome options for beverages produced by mamee. All product produced by mamee comply to the standards required. The company possessed obtained Hazzard Research and Crtical Control Poiint (HACCP) license. This obtainment of this license means that mamee possessed honored food safety from raw materials development, procurement and handling, developing, distribution and the consumption of the finished product. From Islamic perspective, mamee had free from gharar or uncertainty by providing enough products explanation and specification of most its product. This consists of complete labeling and nutritios information, element used and its expiry night out.

At the same time other products evolve in the market under mamee double decker are nutrigen, is acultured drink for children. Mister Potato was from the market later after that, Now, Mister Potato got officially become the global snack partner with Manchester United. Latest product by Mamee two times decker is corntoz, corntoz is a crunchy snack came with different flavours and styles.

The priority under this food handling, beverages and journal product industry is about the whether the product are halal (permitted). Since this company mainly sell their products in Malaysia and in other Muslim countries, therefore mamee two times decker product must be qualified halal. As reported in " Malaysia Halal Listing" Mamee dual decker acquired obtained the halal license for all their products. Their products are free from additives created from animal sources that are forbidden in Islamic Law. Stabilizers, Emulsion and colouring found in their production process are considered as halal.

Promotional Activities

Mamee Twin Decker, like a great many other companies in this competitive environment are driven to adapt an intense promotional strategies to be able to gain market share. Mamee Douible Decker got use various promotional tools including advertising and sales campaign to capture the marketplace. As reported within the Star paper July 17 2002, Rm40 million was allocated entirely for promotional activities in Malaysia. On the same year, mamee possessed made an ambitious advertising in Myanmar and china to build brand awareness to familiarize their products in these market segments. Recently, mamee acquired become the official snack spouse with Manchaster United. This joint-venture is important as it aspires to boost its market show in Asia. One of the interesting activities that has been carried out through this partnership was " The Ultimate Manchester United Experience" competition. Lucky winners have been treated to a vacation to Manchester united to meet their preferred basketball players.

Mamee had also use Malaysia local superstars, such as Mawi, Felix and Amalyea as ambassadors for mamee sllrpp products in Malaysia. Within the recent yuletide season hari raya, Malaysia star Shahizi sam was highlighted in mamee sllrrp advertistment plus they had perform a "mamee kusayang contest". This shows that mamee double decker acquired made several aggressive campaign activities throughout the years. Its promotional activities adhere to the essential Islamic principle of business and mamee had ensure its product reach the prospective market in all surrounding the world. Any promotional activities to encourage the demand from individuals are permissible so long as it does not exaggerating or breaching the Islmaic process. Pursuits like free samples, cash rebates, joint promotion and contest conducted by mamee are therefore deemd permissible.

Pricing Decission

Pricing of mamee product are reasonable and affordable for the interest of all. This prices strategy permits it to fully capture the market talk about of various market segments. For example in Malaysia, mamee monster treat only cost 30cents and mamee Double decker snack cost only RM2. 50. Mamee got made no price discrimination for most of its product. The business Fee same price for same good regardless of different markets. Therefor mamee rates strategy is considered fair(Adil) and simply.


The distribution channels of mamee food and beverages in Malaysia contain three levels (producer, retailer, consumer). Mamee which is the developer will sell its products in bulks to stores (Giants, Tesco, etc), and finally retailers will sell it to the consumers. In international level, the circulation are being done through appointed subsidiaries.

Mamee has favourable acess to distribution sites in Malaysia. Mamee Double Decker has 13 distribution centres and also have about 150 vans for deliveries to about 1000 point of sales. Mamee Twin Decker currently has five processing facilities in Malaysia and one in Myanmar. Mamee dual decker have centralized marketing and circulation system while mamee have assigned an export director in each production subsidiary. . You can find three companies under Mamee Twin Decker responsible in producing each of their respective lines and products for example treats and chilled products (KMM), instant noodles (PP) and beverages (MDDB).

Target Market Analysis

Target Market

Mamee Increase Decker (M) Berhad is good in quality and unique brand which targeted to all group of folks in line with the product offered. As the company began with a single product and consistently harvested to 50 products, targeted people become more. The product that already household brands, for example, Mamee Monster, Mamee Instant and slurp, and Mamee appetizers, are geared to people whose age is from 6 to 30 years old. In addition, students also being targeted because almost all of the time they want snacks and refreshments while studying to get away the stress especially feminine students. They always need something to chew and eat during study time or after lecture. The second group of people that Mamee Twin Decker (M) Berhad will target is people who have healthy lifestyle. This is good recent product addition that is Nutrigen Cultured Milk Drink. Geographically, the company will focus on every area that has grocery shop, petrol place or shopping organic.

Moreover, people from lower income to raised income will be targeted as well because of the reasonable price and within their budget. In the family structure point of view, a mother with atleast 5 childrens, usually will buy more groceries and home products. Children want to have treats like POKER CHIPS, Potato Crisps and Cheer Beverage because the merchandise are very convenient and it comes with different taste based on their tastes. Furthermore, the company targeted people who like to spend their free time with picnic and get together. It's very clear that how big is the company's target market is very large and high. Everyone may be used and consume the product offered because it comes with types of food, snacks, drinks, instant noodles also to name a few.

SWOT analysis


One of the power present by Mamee Two times Decker (M) Berhad is as reported in recent mamee dual decker (M) Berhad annual report, the business acquired experienced 57. 3% development of profit before taxes from 9. 6 million. Mamee Double Decker(M) Berhad durability also lies in its ability to grow their business network by penetrating into new exports market. That is proved to be true as mamee experienced a growth of 6. 2% in 2002 in its work to endeavor to new exports market.

The second durability of mamee is it has a good reputation among customers, since is becoming area of the choice created by household largely in Malaysia, mamee up to now had not fail to make an impression its consumers all over the world by giving a tip-top service from the process of creation to syndication, we can see that mamee products reach consumer easily as it is common in store from a little grocery store to large super markets.

The third power of mamee double decker is we can say that it has a very good brand as according with their annual report, mamee had triumphed in several prizes locally and internationally. Both local honors that mamee has honoured to receive are first, the chief minister prizes for "Promising local Company Awards " in recognition of Mamee Twin Decker Berhad (M) to local market sectors and the next honor is by Malaysian Supplier presentation Council of Malaysia, given to one of Mamee Increase Decker (M) Berhad product, that is Nutrigen Liteyo. Internationally, mamee got been rewarded internationally recognized ISO 9002 togethe riwth China Honors Certificates.


This includes the internal and external problem of Mamee Double Decker (M) berhad. The external problem cause by the corporation is really as reported in the star papers 2007, mamee has not yet flourish in gaining a market share in China as there is a negative progress in Mamee double decker procedure in China particularly, Mamee Double-Decker Food(Suzhou)Co. Ltd, demand for Mamee in China is low, thus producing low sales and income and consequently the business experienced incurred higher reduction. however the company did not loose hope and also have self-assurance in its China operation and Mmaee possessed appointed a advisor to resolve this matter.

The second external problem face by Mamee is high dependency of natural material from European countries so when there's a climb in Euro against USD the mamee double-decker earnings is afflicted since some of mamee products ingredients such as Mister potatao crips are imported from European countries, , thus when the price of raw material rises, thus giving pressure to its profit percentage. To be able to overcome this issue, mamee needs to do more reaseach and development to lessen its dependency from outside the house.

One internal problem in mamee dual decker is based on its small number of manufacturing facilities, considering that mamee products are sold all around the globe, with only five processing facilities, limited creation can be produced per day. If mamee want to extend its products, it'll be restricted as there's a limited space for production.


Since now consumer have become more health mindful, one chance for mamee double decker is to create something that is much healthier as it will give customer a more options for healthy good food. Mamee double decker plans to obtain health food distributor in an effort to expands its products. Mamee had identified several suppliers and the company plans to negotiates with this suppliers in providing health supplies of food


As customer becoming more educated and mindful about the meals they ingest, consumer tend to compare prices and quality of products with other brands. Currently in market there are several brands and product they offered very much like Mamee dual decker. Thus, the threat of mamee dual decker is the competition in market such as, Munchys, nestle, unilever foods.

Mamee do not only present an internal hazard, external threat in terms of competition in china is also evident. Mamee face a greater danger and especially in Shanghai, this is due to the intricacy of market in China in addition to variety of snack food products produced by them. IN Shanghai, mamee acquired to face opponents that have a greater market share like.


In order to evaluate the consumers' tastes on Mamee Double-Decker products, a survey has been conducted in a inhabitants of 100 respondents and 30 out 100 were considered as a sample to this research. There were 17 guy and 15 feminine involved in this sample. A set of 22 questions were asked through the survey procedure which majority of the respondents came from different background and the survey were conducted online. Prior to the surveys were taken in place, a short description of the company was given so the respondents somehow know very well what they might be expecting through the session.

Questions were sectioned off into three parts began with the non-public background information then likert size questions which assess their decision making to make buys and the last area of the questionnaire cover their own given answer consequently.

Result follow suits right after the study conducted was done. Majority of the respondents were Malays which addresses 91percent of the total sample taken. This is explained by the major ethnic in Malaysia is Malay followed by Chinese language with 6percent and others 3percent. As for income level, the majority of the respondents classified as middle income earners because their income level is range between RM1001 to RM3000 with 47percent are in this group as the staying 44percent belongs to lessen income earner like students and jobless teens.

Within this sample, the majority of the respondents are in their bachelor degree staying in urban area and living solitary life which eventually led them to such usage with the ration of 63:84:97 for everyone categories. 84percent of the respondents also say that they enjoyed eating snack food and beverages with an average consumption of just one 1 to 2 2 packs per day. Why this going on is because during the earlier age like young adults in college or university, they are prone to having an instant and light food as on the go. This somehow explained the viability of the effect.

When it comes to factors to decision making questions, the result was significantly expected. Almost all the respondents decided that they are extremely mindful in choosing their favorite snacks and beverages because this factor is due to their tastebuds. While prices became the second factor that influenced your choice making; 35percent arranged that price do play a vital role in their purchasing electric power.

Morever, 55percent of the respondents were also relatively agreed that Mamee Double-Decker do became their preferred brand and provide wide selection of products under one rooftop with their given competitive charges on the merchandise compared to other brands. So most likely consumers can simply make decision in making acquisitions and less misunderstandings.

Unfortunately, Mamee Double-Decker wasn't still at the par in offering good style because of their products because only 47percent from the total respondents were slightly buy into the company's flavour performance but the remaining disagree with it. However, 41percent of the respondents agreed that Mamee products are reachable in the market which eases them in making purchases.

Majority of the respondents bought Mister Potatoes and Mamee Monster treat that happen to be two of the most popular snack foods from Mamee Double-Decker and they usually got it at convenience stores like 7-eleven and hypermarkets like Tesco. As for substitution for Mamee brand, they usually go for Jack n Jill brand and Nestle that are two of the top snacks and beverages providers in the world. Thus this is threat for Mamee Double-Decker due to stiff competition from these big suppliers. Mamee Double-Decker should enhance their products taste and perhaps packaging to be able to remain competitive on the market despite having cheaper price strategy.

In a nutshell, Mamee Double-Decker is a very pleased home-grown snack foods and beverages company that proceeded to go global. However, Mamee Double-Decker cannot be relied truly on home markets with the currents products either local market or international market, instead they must keep doing product development program to be able to come out with new type of foods and drinks that suits the desire of the consumers worldwide.


A survey has been conducted to be able to evaluate your competition for Mamee Double-Decker products. Mamee-Double Decker (M) Bhd, which has made a name for itself using its appetizers and confectionery products. A survey with a population of 50 was targeted and a sample of 30 was chosen because of this research. Respondent consiste of 16 men and 14 females. The review was a close concluded survey requiring customers to answer a multiple chouce question with a 5 asnwer options. A couple of 15 questions have been asked regarding their brand choices. Mamee Increase Decker have various competitors on market for example, Munchys, Nestle, Unilver Food. Under the corporation they too possessed offered various consumer or food products for example, maggi, a brandname for instant noodle. Mamee to experienced rival branding because of their beverages specifically cultured drink, for example, nutrigen cultured drink are fighting against other various brands like yakult, vitagen and solivite.

In a brief conclusion, 40% of respondents are very loyal and repeat buyer for mamee products while 60% of these are somewhat in a midsection as they also have other personal preferences and branding in buying consumer goods products. Based on the review conducted, consumer prefers brand yakult and vitagen more compared to nutrigen which come from Mamee products. This is believe because of the reason that yakult are better in conditions of quality as they contain probiotics.

On the other palm their champions products like Mamee Monster, Mamee Noodles, Mister Potato, Twin Decker and Nicolet Swiss Natural herb Candy are usually more preferred by consumers. In a survey, 65% od consumers choose more of the products because of computer tastes and the prices are affordable as compared to other products such as Pringles, Indo Mee, Maggi and etc. However, the remaining ratio of 35% do like other appetizers brands like Pringles, Lays, Doritos as they may have perceive this brand are better in quality and tastier compared to mamee products. .

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