WHY THEY BUY MAMA OMEGA PLUS?Add More Nutrient in MAMA.Health Conscious Trend.
CONSUMER ANALYSISMASLOW’S HIERARCHY OF NEEDS MAMA Omega Plus fulfills Physiological & Safety needs.
MARKET ANALYSIS 2007 I t t Noodle market Share Instant N dl k t Sh Other 2% 21% 52%25%
COMPETITOR ANALYSIS Strengths St th - Consumers perceive that Waiwai is ready to eat. - Short time cooking procedures. Weaknesses - N 2 Sh No.2 Share of mind. f i d - Less variety of product line.
COMPETITOR ANALYSIS Strengths - Smooth and mellow Noodles. - Jumbo pack. Weaknesses - No.3 Share of mind.
SWOT ANALYSISStrengths Weaknesses NO 1. Share of Mind. Higher cost than normal Variety of product lines. instant noodle. First Omega Added in instant Noodle.Opportunities Threats Health C H lth Conscious t i trend. d Consumers may not C t Economic Crisis. aware the benefit of Omega 3 in instant noodle .
OBJECTIVESIncrease Sales15 % Sales growth in total categorywithin 1 year year.Increase Market Sharefrom 52% to 60% within 1 year.Extend product lines of MAMA.
TARGET MARKETOur target is consumers who havepersonality traits as follows : Innovativeness Variety – Novelty Seeking Health Conscious
POSITIONING“High Nutrient Instant Noodle” High Noodle มามาโอเมกาพลัส อรอยงาย ไดประโยชน
Intensive Growth strategy Current P d t C t Product New Product N P d t Market-penetration Product-developmentCurrent strategy strategyMarketNew Market-development Market development DiversificationMarket strategy strategy
Brand development strategy Product category Existing E i ti New N Line extension Brand extensionExisting strategy strategyBrand Multi brands New brandsNew strategy strategyBrand