markman ch1 2(a)
TRANSCRIPT
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{
MARKMAN PresentationNissin Instant Mami
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Industry Trends SWOT Analysis
Competitors
Situation Analysis
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{ Love for instant
noodles Health concerns Income effect
Industry Trend
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{ {Strengths Affordable Easy to prepare Excellent side dish Variety of avors
Weaknesses
Poor nutritionalvalue
High inpreservatives
SWOT Analysis
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{ {Opportunities Fast-paced lifestyle Unfavorable
economic condition More variants of
avor More promotions &advertising
Threats
Increasing numberof competitors
Health-conscious High ination Importation is more
preferable
SWOT Analysis
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Competitors
Monde Nissin Corporation Main competitor Different avor variants,
i.e. chicken, beef,malunggay, etc.
Net wt: 2.29 oz SRP: P 7.90
Kainang PamilyMahalaga
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Competitors
Nestle Second largest
competitor Ingredients: ragi, corn,
jowar & wheat
Net Wt. 77g SRP: P 10.00
Fast to cook!Good to eat!
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Brand Name & Description Product Positioning
Target Market
Product Strategy
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{Product Name: Nissin Instant MamiCompany: Nissin Universal Robina Corporation
Brand Name & Description
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{ Joint venture between
Nissin Foods, Japan andURC
URC: John Gokongwei on1954
Nissin Foods: MomofukuAndo on 1948
Main Ingredients include:FlourStarchWaterSalt
Brand Name & Description
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Customers and potential consumers see theproduct as affordable but of high quality Offers a taste of seafood to those who have no
luxury of time to cook Immediately think of loved ones Allocated with a considerably larger portion on
a households tight budget
Product Positioning
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Class DE or the bakya crowd Income ranges from very low to none at all Doesnt eat 3 meals a day Informal se lers
Target Market
Type 2: Broad C Masa Market Busy people used to a fast-paced lifestyle Minimum wage earners
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Consumer Prole
Arnel, a salesman Arnel is a busy person and he cantafford to waste time. He works day in and day out to meetwith clients and customers of the company he works for to be able to get his commission. He is always on the go andhas li le time for relaxation.
Caloy, a construction worker Caloys wife works as a maidand they have 4 children. He and his wife earns at minimumwage thats why they are having a hard time providing forthe needs of their family. They value money and try to save itas much as possible.
Jun-jun, a high school student Jun-jun studies in agovernment owned school. He spends almost half of his baonfor transportation expenses so he does not have muchmoney for food.