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Mamee Assignment

This document presents a situational analysis for the brand Daebak, a subsidiary company of Mamee Malaysia that produces instant noodles and Korean sauces. It discusses Daebak's offline marketing strategy to increase customer purchase intentions through face-to-face interactions and product sampling. It highlights how Korean culture has grown in popularity in Malaysia, especially Korean ramen and sauces known for their spiciness. Daebak offers a variety of spicy instant noodle and sauce products, including a new ghost pepper flavored instant noodle. The analysis focuses on targeting customers aged 12 to 30 who are more interested in Korean cuisine and media influences.

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Chen Xiao Ling
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206 views1 page

Mamee Assignment

This document presents a situational analysis for the brand Daebak, a subsidiary company of Mamee Malaysia that produces instant noodles and Korean sauces. It discusses Daebak's offline marketing strategy to increase customer purchase intentions through face-to-face interactions and product sampling. It highlights how Korean culture has grown in popularity in Malaysia, especially Korean ramen and sauces known for their spiciness. Daebak offers a variety of spicy instant noodle and sauce products, including a new ghost pepper flavored instant noodle. The analysis focuses on targeting customers aged 12 to 30 who are more interested in Korean cuisine and media influences.

Uploaded by

Chen Xiao Ling
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Introduction

This assignment presents the findings of this well-known company in Malaysia called
Mamee. Other than bringing Mamee into this research there is another brand called Deabak,
which is the subsidiary company of Mamee Malaysia. Deabak is a brand that produce instant
noodles and Korean sauce. In this assignment we will gather the main factors on how
customers will reach out to recognize this brand so that Daebak will get to enlarge its
business in the future.

Situational Analysis

In this part, this assignment represents the situational analysis which includes the research
on how we are supposed to reach out to customers. In such terms, we have decided that
offline strategy will be beneficial for customer purchase intention and Deabak will receive
certain amount of customers’ feedback and customer will also get to taste and experience the
product brand with using face-to-face interactions. Ever since the first Korean drama landed
on the shores of Malaysia, Korean culture has steadily entered the hearts of many Malaysians
especially Korean ramen and Korean sauce due to its spiciness and tastiness. Daebak
represents the popular Mamee noodle and Korean hot sauce created by Shinsegae Food
combined, creating a delicious and alluring taste that will attract customers to ‘Pasti Jatuh
Cinta’ after taking their first bite. Daebak has collaborated with Mamee Monster to launch a
new instant noodle which is called Daebak Ghost Pepper and it comes in three different
flavors with three levels of spice. Customers get to enjoy the instant noodles with their own
preferred spice level. Since the Korean spicy noodle challenge has been attracting a lot of
peoples’ attention all around Malaysia, customers can have a try on challenging Daebak spicy
instant noodles too. What brings to an advantage is that Daebak instant noodles are all halal-
certified so any cultures can get a taste. Moreover, each pack of Daebak instant noodles
weighs around 147g to 159g as it is the largest pack size compared to other instant noodle
brands. Other than that, Korean sauce indeed plays one of the most important role in cooking
Korean dishes as it is spicy with a subtle of sweetness. Daebak has produced a few sauces
such as the fried chicken sweet chili sauce, Bulgogi sauce, fried chicken garlic sauce, Tteok-
bokki sauce and others which makes it super easy and convenient for the customers to cook
as the flavoring and seasoning are all mixed in the sauce package. Furthermore, we are
mainly focus on targeting customers around 12 to 30 years old because with the support of
the growing popularity of Korean media content such as K-pop, movies, dramas, and food
companies, most likely people around that age would be more interested in the Korean
cuisine. The vision of Daebak is to be well recognized by worldwide and spreading love and
joy to the Korean cuisine lovers while the mission of Daebak is to build a long-term growth
in volume and profit to enhance its business.

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