MARKET SEGMENTATION AND BEHAVIOR OF MIE SEDAAP

Now, I want to talk about Mie Sedap. This product is produced by Wings Food. Mie Sedap has 5 flavors. Mie Sedap Goreng flavor, Mie Sedap Soto flavor, Mie Sedap Ayam bawang flavor, Mie Sedap Kare flavor, and Mie Sedap Soto Koya flavor. From the packaging and the advertisement of Mie Sedap, the target market of Mie Sedap is all the people in Indonesia, because Mie Sedap can be consumed to all the people, who have a high income or low income. Mie Sedap also can be consumed to child because Mie Sedap has 7 vitamins.
Many consumers of Mie Sedap think that Mie Sedap more delicious and cheaper than other instant noodle. If we look the price of Mie Sedap, the price is Rp 1.200,00, it’s more cheaper Rp 100,00 than Indomie and Sarimi. Mie Sedap also can be founded in every Kiosk, and every store in Indonesia. So, consumer can buy this product anywhere.
I think the packaging and advertisement of Mie Sedap are suitable with their target market, because Mie Sedap has many consumers. We can see from the factory in Gresik, PT Sayap Mas Utama produce more than 10.000 boxes every day. This fact is proving that Mie Sedap is accepted by consumers. I have a suggestion for Wings Food; Wings Food should more focus in their promotion of Mie Sedap, because if they have a good promotion, the product will be more successful in the market.

Mie Sedap VS Indomie

Market of instant noodle in Indonesia is very charm. Depended Indonesian societies to this product are big enough. No wonder if from time to time many new company peep at market of mi instant. The competition in this industry becomes glorious with the attendance of Mie Sedap. Top Brand which first held by Indofood with Indomie, now Wingsfood have released the competitor called Mie Sedap. Mie Sedap has 5 flavors. Mie Sedap Goreng flavor, Mie Sedap Soto flavor, Mie Sedap Ayam bawang flavor, Mie Sedap Kare flavor, and Mie Sedap Soto Koya flavor.

The result from strategy of Mie Sedap in penetrating the market is they almost can lead market only during 5 year. Mie Sedap not only succeeding to become winner in country, they have to cut down another country. Besides starting this year PT Sayap Mas Utama has launch Kecap Manis Sedap as extension of effort.

Indofood are not stay. They try many ways to compete with Wingsfood. Start with produce Sarimi Soto Koya flavor but didn’t success, second this company launch Supermie Sedaaap. The result is many brand of instant noodle have been released by Indofood. Whereas, Wingsfood is only launch Mie Sedap with five variants.

Jakarta 08 June 2008, in Depok Town Square Mie Sedap prove that their noodles flour is the best quality by making the longest noodles reaching 300 meters. But only certain period 2 months later Supermi make noodles as long as 1.000 meters in Bandung. Not only launch many kinds of instant noodle product, Indofood also launch promotion step with making more television advertisement. They also competition called “Indomie Jingle dare”.

Indofood do not want to stumble in the same stone at twice, this year Indofood launch strategy of marketing more comprehensive which more showing spirit of Indofood as leader market. Most of all brands refreshed with new campaign and also roll-out of new product. They are bracing Indomie with campaign ” Selera Nusantara” which more modern. Sarimi more focused to barricade product Mie Sedap Soto Ayam by launch product of Sarimi Soto Koya which Luna is the icon.

Whereas Supermi bracing by launching new product: noodles Soto flavor (Goso), Onion flavor (Gobang), and Curry flavor (Gokart). Indofood also use Slank for the icon of Supermi.

I think Mie Sedap still the best because the noodle is more delicious than Indomie. Beside that, the price of Mie Sedap is cheaper than Indomie. Maybe Indomie wins the competition in advertising. But Mie Sedap stills the people’s choice. From 10 people whom I’ve interviewing, 7 people choose Mie Sedap and they said that Mie Sedap is cheaper than Indomie.

Wings Corporation

Wings Corporation was founded in 1948 in Surabaya. The type of this company is Ltd. Wings corporation have a relationship with Lion corporation of Japan. They produce Brands such as Ciptadent, Mama Lemon, Emeron, and so on. More developments rapidly took place which led to the birth of their second factory, P.T. Sayap Mas Utama, in Jakarta. These facilities produce toilet soaps, powder and bar detergents, floorcleaners, fabric softeners, and sanitary napkins for all of Indonesia and beyond. A third facility, P.T. Lionindo Jaya, was established in Jakarta together with Lion Corporation of Japan to produce brands such as Emeron, Page One, Ciptadent, and Mama. Their products include shampoo, shower gel, skincare products, toothpaste, and dishwashing liquid. After five years, these brands have succeeded in capturing a significant marketshare in Indonesia.

Wings Corp. has a solid background in and mastery of chemistry and research. Capable of developing existing products in accordance with market trends. Responsible for selecting and applying raw materials acceptance standards and planning production processes that are capable of efficiently producing high-quality goods. Capable of designing appropriate packaging in accordance with function. Collaborating with the Marketing, Production and Logistics and other Departments.

The facts are, now they become one of the biggest company in Indonesia with all their products and their new innovations.

Working in harmony and unity, adopting a consultative approach to decision-making, maintaining a high level of professionalism, offering customers the best quality and value - these are the beliefs that have provided the foundation upon which the success of WINGS was built and sustained