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Today, Mamee has grown into an internationally-recognised F&B empire with over 50 products and 10 brands that are exported to over 100 countries. Mamee’s F&B Empire / Image Credits: Mamee Hence, Datuk Pang also prepared his son, Tan Sri Pang Tee Chew, for this business venture by sending him to Japan to further his studies and work in one of the leading instant noodles factories there. At the time in 2015, they were looking to partner with Societe Family, Uniqlo and Japan’s DyDo Drinco Inc. to expand their branding by tapping into other F&B industries and apparel. Mamee’s partnerships / Image Credits: Carol Lam, Uniqlo and Ayue Idris One of their most notable international recognition s was their partnership between Mister Potato and Manchester United from 2011 to 2014.
In 1971, he and his partner founded Pacific Food Products in Melaka, a small manufacturing plant to manufacture instant noodles. In an interview this year, Pang’s grandson said that while Mamee was its most recognizable brand, Mister Potato crisps were its biggest moneymaker. The company then goes through a major diversification when it produces carbonated drink under the brand cheers. Mamee instant noodle later was produced. However different instant noodles are provided to cater different countries, For example mamee bihun, express noodles, and mi goreng are only available in Malaysia as it suits the mlaysian taste, while these products are not made for the overseas market. The company had produced mamee oriental noodles for outside market.
1972
The distribution channels of mamee food and beverages in Malaysia consist of three stages (producer,retailer,consumer). Mamee which is the producer will sell its products in bulks to retailers (Giants, Tesco,etc) , and eventually retailers will sell it to the consumers. In international level, the distribution are being done through appointed subsidiaries. Pierre Pang told Malaysian publication The Edge in March that the launch of those potato chips was “the single most important decision in our history, as the brand contributes more than 70% of our revenue and is exported to 18 markets.”
The second strength of mamee is it has a good reputation among customers, since has become part of the choice made by household largely in Malaysia, mamee so far had not fail to impress its consumers all over the world by providing a tip-top service from the process of production to distribution, we can see that mamee products reach consumer easily as it is easily available in store from a small grocery store to large super markets.My father never gave up. He continued going. In the end, a Malaysian industrial bank pitied him. But they financed him not because of the project but because of his determination,” shared Tan Sri Pang in an interview with Tech In Asia. Hence, they celebrated their heritage with the opening of their first concept store called the Mamee Jonker House at Unesco Heritage Village in Melaka, the home of Mamee itself. Mamee Jonker House Melaka / Image Credits: Food Advisor MY and KL Foodie They are the key. Without distribution, all the money spent on branding goes to waste,” shared Vuitton. Vuitton Pang, one of Mamee’s Directors, shared that an important lesson they’ve learnt is the necessity of having a good distribution network. In a brief summary, 40% of respondents are quite loyal and repeat buyer for mamee products while 60% of them are somewhat in a middle as they also have other preferences and branding in buying consumer goods products. Based on the survey conducted, consumer prefers brand yakult and vitagen more compared to nutrigen which come from Mamee products. This is believe due to the reason that yakult are better in terms of quality as they contain probiotics .
Fortunately, Mister Potato’s sales alone have registered 20% to 25% growth since the launch of the sponsorship barely a year after they signed the MU sponsorship deal. Strategies Beyond A Good RecipeWhenever they expand to a new country, they would identify good partners and distributors to work with. He added that his father and grandfather, the now late Pang, were receptive to new ideas and supportive of his vision to grow the company in new directions. Result follow suits right after the research conducted was done. Majority of the respondents were Malays which covers 91percent of the total sample taken. This is explained by the major ethnic in Malaysia is Malay followed by Chinese with 6percent and others 3percent. As for income level, most of the respondents categorized as middle class earners because their income level is range between RM1001 to RM3000 with 47percent are in this group while the remaining 44percent belongs to lower income earner like students and jobless teenagers. When it comes to driving their sales up, Pierre Pang, the group’s Executive Director shared with The Star that one of their most important strategies is to collaborate with other businesses.
According to The Edge, they achieved revenue of RM428mil in 2010 with Australia and Singapore as their largest export markets. Despite not having any prior experience or knowledge, Datuk Pang Chin Hin teamed up with his friend anyway who provided financial support and reassurance that instant noodles sell better than second-hand cars. When Tan Sri Pang returned from Japan, he took over Mamee’s marketing to rural and sundry shops while his father focused on the factory’s operations.It definitely was an awkward combo, but it’s not uncommon to have these here in Malaysia as we’ve had similar weird combinations before like Maggi Kari Milo, Nasi Lemak Ice Cream, Ghost Pepper Cola etc. Decission made by the company regarding to the price, promotion and distribution are the marketing mix consideration in making a decision. TO GO WITH Philippines-Economy-Business-Merger, FOCUS by Joel Guinto This photo illustration shows a man buying instant noodles made by local instant noodle firm Monde Nissin at a village convenience store in suburban Manila on October 11, 2015. Philippine firms are on an unprecedented global shopping spree, spending billions on everything from vineyards to food manufacturers and casinos, reflecting the nation's recent economic rise. Monde Nissin is owned by Betty Ang, who started her company 30 years ago and is now the nation's 19th richest person with a net worth of 900 million USD, according to Forbes. AFP PHOTO / Jay DIRECTO (Photo credit should read JAY DIRECTO/AFP via Getty Images) Jay Directo/AFP/Getty Images And voila, you now have the Mamee you see on store shelves today, basically. Crush, eat whole, or feed to the birds?
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