DIGITAL AND SERVICE MARKETING (ECO4023)

MR MAXX KOH CHA WEE

Student Name Student ID

Benedict Anthony SCSJ1901219
Chen Xiao Ling SCSJ1900948
Phon Wei Liang SCSJ1900937
Cassandra Ashwini A/p Henry SCSJ1701011
Introduction

Mamee, Malaysia’s worldwide renowned food and beverage firm, has teamed up with
Daebak to introduce a new line of instant noodles and sauce that allows Malaysian to
customize their level of spiciness. Deabak is a brand that produce instant noodles and Korean
sauce. Daebak is famously known for its great providence of spiciness food for their
customers. In this proposal 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

1) In this part, this proposal represents the situational analysis which includes the
proposal on how Daebak supposed to reach out to customers. In such terms, for higher
feedback from customers, 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.

2) Ever since Korean food and beverages product been introduced to Malaysian citizen,
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 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 (Bara, 2022). Daebak has collaborated with Mamee Monster to
launch a new instant noodle which is called Daebak Noodles’ Ghost Pepper and it
comes in three different flavors with three levels of spice.

3) Customers get to enjoy the instant noodles with their own preferred spice level. Other
than that, Korean sauce indeed plays one of the most important roles in Korean
cooking 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
(PR AWARDS 2022 SEA, 2022).

4) Furthermore, Daebak are advised to mainly focus on targeting customers around 12 to

30 years old is because, Daebak noodles and sauce is spicy and the customers that will
have the ability and tolerance to handle it is most likely from that age group (Chin
Hin,2022). 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.

SWOT Analysis

Strength

According to the most recent Mamee Double Decker (M) Berhad annual report, the firm
enjoyed a 57.3 percent increase in profit before tax from 9.6 million. The capacity of Mamee
Double Decker(M) Berhad to grow its business network by entering new export markets is
also a strength. This is demonstrated by Mamee's 6.2 percent increase in 2002 because of its
efforts to enter new export markets. Mamee has access over entire Malaysia to distribute their
products. This company has 5 major manufacturing facilities in Malaysia and 1 in Myanmar
(essay, 2022). Additional strength of Mamee will be is that it has a well build brand within
the community where it will be easier for Daebak to raise up.

Weakness

One inherent issue with the Mamee double decker is its short number of manufacturing
facilities. Given that Mamee products are sold all over the world, only a limited amount of
production can be done each day with only five manufacturing sites (essay, 2022). Mamee's
ability to expand its product portfolio will be constrained due to production space constraints.
Opportunities

Since consumers are becoming more health aware, one possibility for Mamee Double Decker
is to develop a healthier product that would provide them with more healthy meal alternatives
(essay, 2022). To broaden its product line, Mamee double decker aims to acquire a health
food supplier. Mamee has selected to vendors with whom it intends to negotiate the provision
of health food supplies.

Threats

Mamee not only poses an internal challenge, but also a clear foreign threat in terms of
Chinese competition. Due to the intricacy of the Chinese market, as well as the range of
snack food products created by Mamee, they face a stronger challenge, particularly in
Shanghai (essay, 2022). Mamee had to compete in Shanghai against competitors with a larger
market share, such as Munchys, Nestle etc.
Campaign Concept

Campaign Concept - (Offline)

Here are the 5 activities that we have decided to do for our offline campaign.

1) Collaboration with Khairul Amin Kamarulzaman

Khairul Amin Kamarulzaman, 28 years old and is one of the top Malaysian
influencers that gained 2.7 million followers on Instagram, simplifying his cooking by
showing his unique twist in creating simple dishes with simple methods. Mr.Khairul would
show his own creativity on how to incorporate the flavourful Daebak sauces in variety of
dishes and the audience would get a chance to taste the dishes with Daebak flavours
incorporated. By collaborating with this influencer, Daebak will stand a chance to expand in
the social media platform and after getting to taste the product and understanding it, there
may be a chance for other famous or well-known influencer in the society may want to
collaborate with Daebak.
 2) Daebak Sauces

The audience that really love and enjoy the flavour of Daebak sauce incorporated in the dish
and they are interested to purchase one. There will be a shelf display a variety of Daebak
Sauces to purchase (each packet shows different level of spiciness, Very Spicy, Medium
Spicy & Less Spicy) so to make our customers easier to know which level of spiciness suits
them, there would be a small table beside the shelf with a few bowls containing different type
of sauces which labelled the level of spiciness so that our customers would be able to try and
know which one to purchase. This strategy brings convenience for customer, if a customer
wants to take their time on reading the product description, they won’t have to look for a staff
to explain and they can feel free to just grab the product and have a look. Most importantly
the visual of the entire product is at the front of the customers view where there won’t be any
unclear part of the promoting.

3) Game Session (Entertainment)

After finishing with the cooking session with Khairul Amin Kamarulzaman and viewing the
product, it would be a cut off for customers if Daebak just ends their booth. So, to boost the
customers and to make sure they remember Deabak, Daebak can come up with some games
and activity for the audience to have some entertainment with their friends or other
participants after the previous session ends. This game called Temple Run Mamee Version,
the person that collects the most Daebak packets will win a prize of a “Mood Lamp” a
wireless Bluetooth speaker that has the galaxy lights and there would be an option to change
a variety of colours and you can connect the Bluetooth device from a phone, laptop or other
devices with this speaker and you will be able to have it with you anywhere and anytime.
Speaking practically, most of the customers will bring their family along, if they have kids
aged around 5-10 years old, the kids will be attracted with this set ups where the parents will
also join and play these games and from there Daebak will receive a good comment from
customers and the purchase rate may increase.

4) Photo Booth

Daebak event wouldn’t be complete without a Photo Booth session, where the place is
beautifully decorated with Mamee theme along with the main attraction the Daebak sauce. A
person would be dressed as a Black & Red monster and the audience can take pictures with it
and take pictures with the influencer Khairul Amin too. This part of the session is a most
awaited for those who love taking pictures, it allows our customers to enjoy this aesthetic
theme and of course as they share their experience about the event on their social media.
After sharing it on social media, this will expand Daebak branding more to customers. For
example, Deabak can come up with a new hashtag like #Gogodaebak, this will create its very
own page on social media, and if customers search for Daebak this pictures and positive
review will appear to customers’ sight. From this, Daebak will not have to invest more on
approaching customers, but this will cause Daebak an instant return of new customers for the
company.
Conclusion

To conclude this proposal, link back to our situation analysis the part of company, Customer
purchase intention will benefit from the offline strategy. Moreover, after initiating this
campaign, there will be multiple responds from customers, and it would be easier for Daebak
to encounter the problem and overcome with a proper solution. As a recommendation,
Daebak should consider any of their new products to be well executed and make sure that
customer will always remember them at any point. If Daebak maintain this offline strategy
with its multiple products in the future, not only its current product but the future creations as
well will be beneficial for the customers.

References

essay, u., 2022. Mamee Double Decker went Global. [online] Ukessays.com. Available at:

<https://www.ukessays.com/essays/marketing/mamee-double-decker-went-global-marketing-

essay.php> [Accessed 26 March 2022].

PR AWARDS 2022 SEA, S., 2022. Mamee's spicy ad campaign (which got canned) gets leaked. [online]

Marketing-interactive.com. Available at: <https://www.marketing-interactive.com/leaked-brand-

video-personifies-mamees-new-spicy-korean-noodle> [Accessed 12 April 2018].

Bara, B., 2022. Fundamental Of Marketing new.pdf - INTRODUCTION 1. Organisational Background

Mamee Double-Decker (M) Sdn Bhd (doing business as MAMEE) is a Malaysian | Course Hero. [online]

Coursehero.com. Available at: <https://www.coursehero.com/file/65872561/Fundamental-Of-

Marketing-newpdf/> [Accessed 9 October 2019].

Chin Hin, P., 2022. Story of Malaysia's famed Mamee Monster Noodles - no instant hit. [online]

AsiaOne. Available at: <https://www.asiaone.com/lifestyle/story-malaysias-famed-mamee-

monster-noodles-no-instant-hit> [Accessed 27 March 2022].