Final Output BM

INTRODUCTION
Monde Nissin Corporation (MNC) is a Philippine food and beverage company with a
portfolio of brands across instant noodles, biscuits, baked goods, culinary aids and
alternative meat products categories, including Lucky Me!, SkyFlakes, Fita, M.Y. San
Grahams and Nissin.
COMPANY BACKGROUND
Monde Nissin Corporation (MNC) has been incorporated in 1979 and has continuously
provided Filipino consumers high quality products and has been a consistent top biscuit
player in the market. For more than two decades, MNC has steadily and aggressively
risen to be the Philippine’s leading food manufacturer and is carving its niche as one of
the most competitive players in the global industry. From its first biscuit, MNC has
evolved into a premier food firm.
Why did we choose this company?
We chose Monde Nissin Corporation because it is a famous company here in the
Philippines. And it is better known for their product Pancit Canton which has become a
favorite of many Filipinos because of its taste and price.
MARKETING STRATEGIES
One of the marketing strategies of Monde Nissin is Advertising, just like what they did
on Voice biscuit. They made a commercial that has a lot of sounds to let people catch
their attention. To give you an idea, Lucky Me! is a brand of noodles which became
popular known for its Pancit Canton. As far as this brand is concerned, it came up with
a beautiful and inspiring commercial which intends not only to attract people but most
importantly, they want us to see the values they are trying to portray.
Another one is Digital marketing strategy, Lucky Me! Aimed to capitalize on the evolving
media consumption behavior in the Philippines and the rising trend of captivated
viewing—longer sessions of more in-depth content designed to relax or entertain. So,
the brand used in-stream video ads to complement a campaign featuring animated
GIFs.
Lucky Me! Created the video ads with the help of a popular local personality, someone
the instant noodle company believed would appeal to its broad target audience of
people aged 20–55.
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S.W.O.T. ANALYSIS
This can help the brand strengthen its position in the market by concentrating on
leveraging its strengths and opportunities while addressing its weaknesses and threats.
Strengths
The strengths of Monde Nissin looks at the key aspects of its business which gives it
competitive advantage in the market. Below are the Strengths in the SWOT Analysis of
Monde Nissin:
1. Lower distribution costs and exclusive sale contracts with retailers
2. Continuously proposing new product based on technical breakthrough
3. Greater efficiency achieved through the installation of high-speed instant noodle
production lines
4. Lucky Me! Are the best-selling instant noodles in the Philippines, accounting for 68%
of the market, according to the IPO prospectus.
5. Has presence in Philippines, Thailand, Indonesia, Korea, and UK.
6. Monde Nissin dominates the country’s snacking market, taking 68% and 73% of the
country’s instant noodle and yoghurt drinks market share, respectively. And it also
distributes its brands to more than 45 countries worldwide.
Weaknesses
The weaknesses of a brand are certain aspects of its business that can be improved to
strengthen its position. Some weaknesses can be described as qualities that the
business lacks or in which the competition excels. Here are the weaknesses in the
Monde Nissin SWOT Analysis:
1. Tough competition from other brands means limited market share.
2. Marketing in other countries may be less efficient.
Opportunities
The opportunities for any brand can include areas of improvement to increase its
business. A brand’s opportunities can lie in geographic expansion, product
improvements, better communication etc. The opportunities identified in Monde Nissin’
SWOT analysis are as follows:
1. Align sale with international marketing partners.
2. Cost reduction through manufacturing systems restructuring.
Threats
Any business may face threats in the form of factors that could affect its operations.
Threats can come from a variety of sources, including increased competitor activity,
alternative goods or services, etc. The following are the threats identified in Monde
Nissin’ SWOT analysis:
1. Increasing competitors.
2. Health impact of the product.
MARKET ANALYSIS
Since the past three years, Nissin Wafer’s market share has been declining. It is now
down 7% points, or barely at 23% points, from a market share of 30% in 2015. The
sharp drop in Nissin Wafer’s market share was caused by a number of factors. The
development of Rebisco’s Wafer in 2016 and the launch of Richeese Wafer in the same
year are examples of this. As a result, the main problem is that competitors in the wafer
industry use product improvements to promote growth.
Other market segments, like teenagers and young working adults, are driving the
emergence of new wafer goods. Because of this, consumers believe that Nissin Wafers
are only suitable for children, which discourages other demographics from trying them
or buying them. According to a research poll, 31% of Teens and Young Working Adults
(YWA) indicated they no longer eat Nissin Wafer 25g because they believe that only
children eat them. Additionally, 26% of the Teens and YWA claimed that finding the
product in the store is difficult, and 7% claimed that it is overly sweet. When asked what
brand of biscuits they most frequently eat, SkyFlakes Crackers, Fita Crackers, and
Rebisco Crackers frequently appear on the lists.
Final Output
Submitted by:
Palac, Patricia B.
Palad, Antonette M.
Rivera, Rainbow Jonea V.
Submitted to:
Mr. Jonathan Canales
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