INDIVIDUAL ASSIGNMENT REPORT

NAME OF PROGRAM :DIPLOMA ENTREPRENEURSHIP

CODE OF PROGRAME :AB108
NAME OF COURSE :INTRODUCTION TO MARKETING
CODE OF COURSE :PMK1204

NAMA PELAJAR NO.ID SECTION

AHMAD MUKHLIS BIN BGJ210610457 AB2.82
AHMAD DAUD

NAME OF SUBJECT LECTURER :

MUHAMMAD SHAFIQ BIN AZMI

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1.0 INTRODUCTION

1.1 COMPANY BACKGROUND

1.1.1 MAGGI

Picture 1.1.1 Maggi

Maggi is an international brand or company of seasonings, instant soups, and noodles that
actually originated come from Switzerland in the late 19th century. The Maggi company was
acquired by Nestle in 1947. The founder name is Julius Maggi, its start when He took over
his father’s mill. He quickly became a pioneer of industrial food production, aiming to
improve the nutritional intake of worker families. Maggi was the first to bring protein-rich
legume meals (nuts meal) to the market, and followed up with a ready-made soup based on
legume meals in 1886. After that Julius Maggi introduced bouillon concentrates, first in
capsules, then in cubes.

However Today, MAGGI® is household name in Malaysia. Their core mission is to create
good-food moments that bring families closer together. Through their wide range of products
and food solutions, MAGGI® helps mothers to prepare tasty and balanced homemade
meals for their families every day.We are also committed to the ever-evolving needs of meal
providers, providing new products and ideas which continue to delight and inspire Malaysian
families on the goodness of home made.

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1.1.2 MAGGI COMPANY (Nestle) LOCATION
The son of an Italian-born mill owner, Julius Maggi's company was based in the
Swisstzerland village of Kemptthal, near Zurich, and produced wheat flours. But the
Malaysian MAGGI company which is under Nestle is located at :

No. 203, Lrg Perak 8, 05150 Alor Setar, 05150

Picture 1.1.2 Maggi, Nestle company location

1.1.3 MAGGI COMPANY DAY OPERATION

Day Time

Tuesday 7:30am–5pm

Wednesday 7:30am–5pm

Thursday 7:30am–5pm

Friday 7:30am–5pm

Saturday Closed

Sunday Closed

Monday 7:30am–5pm

Table 1.1.3 maggi company Day Operation

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1.1.4 PRODUCTS PRODUCE BY MAGGI

Maggi instant noodles are popular in Bangladesh, South Africa, Pakistan, Singapore,
Malaysia, Australia, New Zealand, and India and are synonymous with instant noodles in
most of these countries. Nestle has 39% market share in Malaysia and had 90% market
share in India prior to a nationwide ban by the Food Safety and Standards Authority of India.
The ban was later lifted, but market share diminished to 53%. In Malaysia and Singapore,
fried noodles made from Maggi noodles are called Maggi goreng. While, Maggi Instant
noodles are branded as "Maggi 2 Minute Noodles" in Australia, South Africa, New Zealand
and India.

Malaysian Maggi company represent the instant noodle On The Go which is in cup due
to Malaysian people social life that always travelling everywhere, so they can eat this instant
noodle everywhere for example eat in car. Besides, Pasta is one of the new Product that
produce by Malaysian Maggi Company here, its to attract people that more to western
meals. So they keep produce the special instant product in various type.

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2.0 CONTENTS

2.1 MARKETING CONCEPT

2.1.1 MAGGI BASIC MARKETING CONCEPT
NEEDS AND WANT
MAGGI company use the need and want concept in their marketing by searching and follow
the customer demand. Also produce the product that suitable with Malaysian people taste by
have a various local flavour in their product such as Kari Noodle, Chicken stock cube,
seasoning powder and Noodle on the go( which is serve in cup). A lot of people nowadays
really love the instant food due too the lack of time to cook at the kitchen and lazy to buy the
food at restaurant. In addition, Nestle’s research showed that breaking people’s automated
behavior for lunch/dinner would be expensive in terms of time and money. The habit is too
strong to break. So, they had to look for alternate options.

DEMAND
Since the lockdown, sales of Maggi shot up by up to 25 per cent over pre-COVID numbers
as consumers under lockdown stockpiled the instant noodle brand. We know that everyone
love the Maggi instant noodle mostly because of the ease of cooking it - Maggi's "two-
minute" advertising campaign suggested just by opening the pack and adding the noodles
and seasoning to boiling hot water and cooking it for just two minutes. This simple cooking
method really show us that they have reached the customer demand.

PRODUCT

Maggi provide the physical product which is instant food product. In Maggi noodle, they have
create various type of flavour such as Maggi kari noodle, Maggi Tomyam noodle, Maggi
chicken Noodle, Maggi asam laksa noodle, Maggi cili api noodle and Pedas giler noodle.

SATISFACTION
Satisfaction marketing concept is the difference of expectation and performance of product.
Based on maggi, they need to reach the delight buyer expectation then the others. But if
they get the dissastified by the cudtomer, its mean that they need to improve their product. In
their website they provide the star rate for each product so they can know the customer
feedback for example, MAGGI Noodle Tomyam got 5star and Maggi Udang pedas Utara got
2star and a half.

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2.1.2 MARKETING MANAGEMENT THAT IMPLEMENT BY MAGGI
MARKETING CONCEPT
MAGGI use the Marketing concept in their company for marketing management
phylosopies. Actually we know that marketing is one of the method to keep our customer
with us an not to let them go far away. One of their marketing project is by serve what that
customer need, nowadays we can see they start to produce more local flavour in their
noodles such as Sambal Udang utara, Pedas giler TomYumz, cili api, goreng kampung,
goreng sambal tumis bilis, Pedas giler seafood berapi and Pedas giler ayam bakar. Its show
their effort to attract Malaysian people especially their customer to stay with them because
they have create their product by the local taste.

2.2 MARKETING ENVIRONMENT

2.2.1 MICROENVIRONMENT
CUSTOMER
MAGGI use the customer as one of their microenvironment in their Marketing. They sees the
opportunity of their product to succeed by observe the customer to buy their product and use
it in various way. For example we have the consumer market, which is customer that buy
MAGGI noodles for theirself or to fulfill their craving. Then, we have business market to
produce the another product for example some customer that create their own business
based on MAGGI like make a Murtabak Maggi. So, off course the sales of MAGGI noodles
will increase according to their customer needs. After that, we also have the reseller market
which is someone that resell the MAGGI noodle to get their own profit. By these all
opportunity we know that one of their succeed factor also based on their customer that
always support their business in various way.

PUBLIC
Public also one of their factor in marketing their product which is by targeting anyone that
have a potentioal to be one of their customer. The first one is by the media public which is by
promot their product at the media social platform like
COMPETITORS
MARKETING INTERMEDIARIES

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2.2.2 MACROENVIRONMENT