INDOMIE PRODUCT MARKETING STRATEGY IN ENTERING INTERNATIONAL MARKETING
Wildan Izzaty, Nuri Aslami
North Sumatra State Islamic
University, Indonesial
wildhanizzathy3@gmail.com, nuriaslami@uinsu.ac.id
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ABSTRACT |
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The company needs to prepare
a strategy to market its products
in order to penetrate the international market. Market competition is so much a challenge
for entrepreneurs. In this case, one
of the companies that is able to
survive with intense competition and successfully penetrate the international market is PT. Indofood Makmur is a company engaged in food and beverage
processing. The brand name used by
PT Indofood CBP Sukses Makmur Tbk, is Indomie. first time comes with
Chicken Broth Flavor only. In Indonesia, the
term "Indomie" is
commonly used as a generic term that refers to instant
noodles. This study aims to describe
the marketing strategy used by Indomie products
in entering international
marketing. In this research, the writer uses descriptive
qualitative method where the data collection technique used is literature
study. The results showed
that the strategy used by Indomie products
to enter the international market was by
implementing the 3A strategy, namely Acceptability (Product), Availability (Place), and Affordability (Price). With the distinctive taste of the
archipelago spread throughout Indonesia, Indomie
has been recognized by consumers that Indomie is an original
product from Indonesia |
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Keywords: Marketing Strategy, International Market, Indomie
Products |
*Correspondent Author : Wildan Izzaty
Email : Wildhanizzathy3@gmail.com
INTRODUCTION
Business or business activities will never be
separated from the marketing process. Marketing has a significant role in a business,
through industrial marketing it can attract customers to buy its products at a
certain price so that profits are obtained. An industry can be said to be
successful if it has the expertise to market its products to get the desired
profit. Marketing is an
activity carried out to meet human needs through various methods that can bring
profit (Fatihudin & Firmansyah, 2019).
An entrepreneur or entrepreneur must be able to see the market opportunities
that exist and use these opportunities as well as possible (Asmawan,
2017). Not only that, an entrepreneur must
also dare to take risks in making business decisions (Hasmidyani,
., & Eko Soetjipto, 2019). Therefore, proper marketing management
is needed which is often referred to as the marketing mix or marketing mix. The
marketing mix includes aspects of product, price, distribution
and promotion. Entrepreneurs need to prepare an unchanging and well-planned
marketing strategy in order to exist in local and
international markets, so entrepreneurs can introduce their products and win
business competition.
Market competition
is so much a challenge for entrepreneurs. Entrepreneurs also sometimes only
focus on improving product quality without being accompanied by a strategy on
marketing the product. Thus, entrepreneurs need broad knowledge and insight in
order to be able to penetrate international markets (Dhewanto,
Lantu, Herliana, & Azzahra, 2018). An
entrepreneur must also have an entrepreneurial attitude with the courage to act
and be able to survive in the midst of market competition (Aisya,
N., & Susilo, 2017). In this case, one of the companies that
is able to survive with intense competition and
successfully penetrate the international market is PT. Indofood Makmur is a
company engaged in food and beverage processing which was founded in 1971. PT.
Indofood Sukses Makmur continues to progress. This is
evidenced by the distribution of the products being marketed. Currently, the
company has 36 factories, more than 10 brands with 150 flavors and types of
distributors serving nearly 150,000 outlets.
The brand name used by PT Indofood CBP Sukses Makmur Tbk, is Indomie. first time comes with Chicken Broth Flavor only.
In Indonesia, the term "Indomie" is
commonly used as a generic term that refers to instant noodles. Indomie is claimed as a healthy and nutritious food by the
manufacturer, this instant noodle product is said to have various nutritional
contents such as energy, protein, niacin, folic acid, pantothenic acid, iron
minerals, sodium, and vitamins such as vitamins A, C, B1, B6, and B12. Vision:
To become a company that can fulfill food needs with quality products, quality,
safe for consumption and become a leader in the food industry”. Mission: To
become a transnational company that can carry Indonesia's name in the food
industry.
METHOD
In this study, the method used is a qualitative method with a descriptive
approach, which is based on secondary data collection and the data collection
technique used is a literature study. Literature study is a technique in which
data collection is carried out by collecting data and information from various
supporting documents such as books, magazines, pictures, scientific journals,
electronic documents and so on that can strengthen certain statements in a
study. The collection of literature study data obtained consisted of journal
articles, and textbooks as previously written articles, which were used as
sources to solve problems. The collection of literature studies is used in
several stages, including searching for articles based on their relevance to
the topic of discussion and the year of research, then sorting the structure of
the explanation.
RESULTS AND DISCUSSION
Lifestyle
changes can affect people's consumption patterns. One of these changes is the
popularity of instant noodles as a substitute for rice. In fact, noodle
products are increasingly becoming the food of choice for consumers, because
they are practical and the price is affordable,
instant noodles can also fill the stomach. Indomie's image is so strong in
the Indonesian market that some people think of instant noodles as Indomie because Indomie is one of
the Top Minds in instant noodle products. In 2008 in the Top Brand Index Indomie took the first position thanks to its consistency in
implementing the 3A strategy, namely:
1. Acceptability is the taste of Indomie that can be accepted by consumers (Product)
2. Availability of Indomie
products that are easy to find and obtain anywhere (Place)
3. Affordability is the price per pcs that is
affordable for consumers (Price).
Indomie marketing abroad can
be found in around 80 countries in the world. After Malaysia, Syria, Saudi
Arabia and Nigeria, the Indofood company is preparing to build production
facilities in Morocco. Indofood's brand, Indomie, is
almost worldwide with a market coverage that reaches Asia, the Middle East and Latin America. Regular marketing and brand building
steps make many people in several countries consider Indomie
to be a genuine product from their country. In
Indonesia, Indomie products have been around for a
long time and dominate the domestic market share. Indomie's
brand awareness is so strong in the community that its name is attached as a
substitute for the name of instant noodles. In addition, Indomie
products can also be recognized by consumers in many countries in the world. The way the company directly
introduces Indomie products is by instilling in the
minds of consumers that Indomie is Indonesian instant
noodles with Nusantara flavors from various regions through the advertising
tagline "Indomie…… seleraku".
As well as instant noodles that are practical and delicious to be consumed with
side dishes.
The marketing strategy
carried out by the Indofood company in marketing Indomie products to the international market with its
3A strategy, namely Acceptability, which means that the
taste of Indomie is acceptable to consumers'
tongues (Product, Availability, namely Indomie products that are easy to find and obtain
anywhere (Place), and Affordability. namely
the price per pcs that is affordable by consumers (Price). Indomie's marketing in Overseas itself has reached 80
countries in the world. With regular marketing steps and brand development, Indomie is widely recognized by the public in several
countries. Indomie itself introduces its products by
implanting it in the minds of consumers. consumers that Indomie
is a typical Indonesian instant noodle with Nusantara flavors from various
regions in Indonesia, as well as Indomie which is
practical in serving and can be enjoyed with side dishes
CONCLUSION
The marketing strategy carried out by the Indofood company in marketing Indomie products to the international market with its 3A
strategy, namely Acceptability, which means that the taste of Indomie is acceptable to consumers' tongues (Product,
Availability, namely Indomie products that are easy
to find and obtain anywhere (Place), and Affordability. namely the price per
pcs that is affordable by consumers (Price). Indomie's
marketing in Overseas itself has reached 80 countries in the world. With
regular marketing steps and brand development, Indomie
is widely recognized by the public in several countries. Indomie
itself introduces its products by implanting it in the minds of consumers.
consumers that Indomie is a typical Indonesian
instant noodle with Nusantara flavors from various regions in Indonesia, as
well as Indomie which is practical in serving and can
be enjoyed with side dishes.
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