Initially, Indofood did not suspect that Mie Sedaap from Wingsfood would succeed in taking over the market share. Although Wings Group was long enough in toiletries industry, supported by solid marketing team and a wide range of distribution network, Indofood still believed that food business needed special expertise. And Indofood, indeed, did not think that Wingsfood had that. Indofood was not seriously counter the aggressive marketing activities done by Mie Sedaap. It could be said without any obstacles Mie Sedaap glided to the market.
Slowly Indofood’s Indomie domination broke down. Its market share fell. Their 90% market share in 1999 declined to only 70% in 2003. The national instant noodle market itself was worth 8 trillion rupiahs, thus Indofood’s sales decline disturbed the plan to increase their sales in the country.
What super strategies did Wingsfood use with its Mie Sedaap to overpower Indomie’s domination in instant noodle market? What effort and attempt did Indofood take to regain and restore their lost market? How were the consumers’ perceptions after of this noodle war?
Course Major: Marketing
Related Topics: Competition
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