Indomie Project

Objective

Data Sources

Progress

Brand Overview

Indomie is an instant noodles brand from Indonesia that is produced by its parent company, Indofood. It is one of the biggest instant noodles brand in Indonesia and they have branched out worldwide. Their products can be found in 80 countries around the world. They offer multiple products with different flavors. Indomie is very successful that they have an annual production capacity of 19 billion instant noodles packets.

Indomie was found in 1971 where they introduced only one flavor, the chicken flavor. This product was successful, therefore, Indomie launched another product, Mi Goreng. This product is different from the previous ones or any other noodles at that time. The Mi Goreng is instant noodles that is consumed without any broth. Over the years, Indomie grew larger and became highly favored by the Indonesian people. This breakthrough opened a gateway for Indomie to globalize and be as successful as it is today.

New Slogan

• Instant Satisfaction
• Instant Happiness
• Happy Tummy
• A Taste of Goodness
• A Slurp a day, will make your day
• My Instant Choice

Out of all the slogans that were brainstormed, “My Instant Choice” aligns best with the overall campaign message and audience of Indomie. This slogan is an improvement of Indomie’s original slogan, which is, “My Choice”. This new slogan includes the word “instant” which relates to Indomie’s products, instant noodles. It also suggests that a customer’s choice for Indomie is quick and absolute. The customer does not have second thoughts to choose Indomie.

Target Market

Indomie’s product is instant noodles. It is eaten and loved by consumers of all age; therefore, their market is broad. Consumers who purchase their products seek food that does not take much time to cook. The main target market for this brand is young adults around the ages of 18 to 25. Young adults are usually in college or starting their first job. This means that they are busy and have lower income than the older age groups.

For this particular brand, both genders are a target market. The products of Indomie appeals to all genders. As for the geographic part of the target market, Indomie is a worldwide brand, but it targets more towards Indonesia, other South East Asian countries because they consume a high number of instant noodles. There is competition for this market in those countries, but the competition is what creates Indomie’s success.

This target market is perfect for Indomie because of its product’s low cost and ease of preparation as well as purchase. Indomie can be found online as well as in retail stores. People who rather stay at home than going to the store can purchase Indomie’s products as easily as people who rather go to the store. The concept of Indomie is convenience. This attracts their target market because young adults’ lives are increasing in pace.

Billboard Ad Sample

Social Media Samples