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Noodles War: Indomie and the competitions

Noodles War: Indomie and the competitions

Noodle market in Nigeria has been proliferated in recent time. The numbers of noodles brands have been on the rise in comparable volume with those that have also exited the market or perhaps remain relatively inactive due to stringent competitive environment. Reviewing the noodles market, Senior Correspondent, Goddie Ofose, looks at the performance of the first and leading noodles brand in Nigeria, Indomie against the competitions.

For Oluwakemi Adekanmi, a 16-year old student of Ebenezer Comprehensive Secondary School, Ojokoro, a suburb in Lagos, every noodle brand in the market is Indomie. This new status of the first noodle brand in Nigeria is as result of its painstaking efforts not only to grow the brand but also to grow the market hence the generic name of noodles attributed to Indomie noodle.

The impact and success of instant noodles as pioneered by Indomie on the Nigerian culinary landscape is but remarkable. From a brand associated with children, Indomie has strategically evolved to become a brand that appeals to several demographic groups, becoming a household name across the country.

In the Beginning

Noodle was a foreign food brand in Nigeria. Its origin could be traced to Asian countries and it arrival in Nigerian market a decade and some years ago had sparked off overwhelming interest in the brand. Noodle has become one of most sought after food brands amongst children and young adult in the country.

Prior to it being manufactured in Nigeria, noodle brands were predominantly imported. While the imported noodle brands held sway in the market, Dufil Prima Foods in 1996 set up a its first production line in Ota, Ogun State first locally manufactured noodle, Indomie.

As competitions are busy creating a single production line for their brands, Indomie instant noodle is being produced from 6 lines in Ota factory and three lines from Choba factory in Port Harcourt.

Started from a single production line in Ota 13 years ago, the brand is being produced from 9 ultra modern factories facilities in tow key locations in Nigeria with plans underway to expand aggressively.

In the Mind 'First'

In spite of the fact that Indomie become the first noodle in the market, it also became the first noodle in the mind of the consumers.

It acknowledges that being first in the marketplace does not buy any brand anything except a licence to try to get in the mind first. Unlike other many firsts, it did not throw away that opportunity by being too concerned with getting all the details right. According to Al Ries, 'you'll never get it back because perfection in infinite time is worth nothing."

Indomie got into the consumers' mind by constant maintenance of connections with target audience through well tailored engagement activities such as school programmes, Indomie Fan club, schools sports, scholarships and other school based sponsorship activities.

However, competitions are still grasping with teething challenges on how to get their brands off the ground.

Competing on the Basis of Taste

According to a popular TVC of one of the soft drink giants, 'taste is everything', Indomie taste has become the benchmark in the highly competitive market. Indomie taste has been described as unique and unmatchable.

From Mimee to 'O' noodle, competitions have thrived to discover what makes Indomie thick in terms of taste yet fail to get it right. Albeit, it could be attributed to trade secret, the formula, which the makers of the world greatest brand-Coca-Cola has held tight.

Marketing Strategy

Dufil Prima Foods also boasts of an enviable marketing strategy and uncommon product knowledge. These unique combinations have enabled the makers of Indomie to continuously bolster its turn over volume and over sales outcome.

Between 2002 and 2005, the company witnessed a consistent increase in sales and visibility for the Indomie brand and due to its product knowledge, it has employed strategic print and broadcast advertising to boost consumer awareness and usage of Indomie noodles.

In addition, a successful combination of scientifically proven marketing strategies and the drive and dedication of a highly motivated team that has resulted in a significant increase in sales informed not only by quality but also its attractive packaging format that has won the most of its target market segment, especially children and mothers.

From paltry staff strength of about 500 over a decade ago, the company has grown its personnel to nearly 2000 workforce in various departments.

Competition

Noodle market has produced competition more than any segment of market. Over a dozen brand of noodle has been launched into the Nigerian market in the last few years. The market expansion is attributed to the successes recorded by Indomie.

In the last few years, brands like O Noodle, Mimee, Golden Penny Noodle, Chicky, Sun Yum, and mostly recently Dangote Noodle have been introduced to compete for market share with Indomie.

However, competition has fallen through due to Indomie stronghold on the market. When competitions are struggling to push their flagship products in the market, Indomie is involved in brand extension strategy.

Apart from consistent brand extension strategy, Indomie consistently provides quality, nutritious products and variants that suits the taste of Nigerians which has endeared it to the hearts of the consumer and made it their number one choice irrespective of constant influx of competitive products.

Continuous investment into its operations to attain world-class production facility is also a key feature of the brand. A clear manifestation of this is the injection of additional N5 billion into its operations with the acquisition of world class technology in noodles manufacturing. A feat which fulfills the promise to consumers of the brand to continuously seek ways that will ensure the production of high quality instant noodles that is in line with National and International standards with consistent focus on customer satisfaction.

Apart from assuming the generic name of all noodles in the market, the brand has also earned various certifications by Standard Organisation Of Nigeria, NAFDAC and NSN. It is the only noodle brand in Nigeria that has attained Superbrand status, after being voted one of the Nigeria's strongest brands in recognition of its market acceptance, market dominance, outstanding performance, resilience, customer loyalty, responsibility and goodwill status in the country.

The brand is in constant maintenance of connections with target audience through well tailored engagement activities such as school programmes, Indomie Fan club, schools sports, scholarships and other school based sponsorship activities. Its corporate social responsibility initiatives, which include donations/corporate philanthropy, community projects, hospital projects, sports development amongst others are attributes that keep Indomie instant noodle ahead of competitions.

Regions : Africa

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