Marketing Stratagies of Air India
There are several challenges companies face when they are about to launch new products within a global economy. In this paper I will discuss the daily challenges, how technology has assisted as well as the legal and ethical battles. The Indonesian based noodle company Indofood is discussed with their attempt to market a new product, the “limited edition” Valentine noodle.
An article written by the Financial Times discusses an Indonesian group who wanted to launch a special edition Valentine Boxed noodle set. Indofood is an Indonesian based company that produces the worlds largest amount of instant noodles. Indofood produces about 10 billion packs of instant noodles sold in Indonesia each year.
Indofoods president and chief executive know that they have a large customer base that buys the instant noodles. So the idea was to buy off of sending noodles for Valentines Day, instead of flowers. The belief was that “Targeting collectable noodles at high-end consumers helps drive interest below, creating “aspirational noodle eaters”. And that, Indofood believes, drives sales (Financial Times, 2003).
The noodles were packages in a pink Chinese takeout box with cartoon hearts for decoration. The emotional marketing strategy is used in this example. In Indonesias supermarkets the existence of “limited edition” Chinese New Year noodles and birthday noodles. The company hopes to one day have consumers associate their special day with noodles attached.
Challenges
There are several challenges faced with this type of product. They are faced with the constant need to be creative to keep the consumer interested and coming back for more. It is simply not enough to offer beautiful packaging; it is also what is on the inside that counts as well. How will Indofood make the noodles insid