Finding the Good and the Bad in Marketing
In these two real world marketing examples, I have chosen Nepal Thai Food Products (P) Ltd., the manufacturer of Wai Wai instant noodles, as a company that is doing a very good job at marketing. This company is marketing its "Wai Wai" brand of instant noodles in Nepal from 1985. Another company that I have chosen as a bad example at marketing is Hansophone Electric & Electronics. This company is marketing Hansophone brand of EPABX systems in Nepal.
While choosing these companies as a good and as a bad example at marketing, the following points that are visible to the observers of the companies' marketing activities are taken into consideration.
· Environmental scanning which provides information about social, economic, competitive, technological and regulatory forces that affect the marketing of their products and
· Marketing efforts of the companies and different tools used by these companies while marketing their products
· Market-product strategy
Wai Wai - a Good Marketing Example
Instant Noodles production in Nepal
Gandaki Noodles (P) Ltd was the first company to introduce "Rara" brand of instant noodles in Nepalese market. It started its production in 1980 at its plant in Pokhara with Japanese technology. Since it was the first company to market Nepalese brand of instant noodles, it was very successful in introducing instant noodles to Nepalese consumers.
Nepal Thai Food Products (P) Ltd.
Until 1985, there were two brands of instant noodles in Nepalese market -- "Rara" -- a Nepalese product and "Maggi" -- a product imported from India. Both the noodles had to be either souped in boiling water for few minutes or simmered and garnished before they could be served.
Chaudhary Group, a leading group in industrial and commercial activities in Nepalese business community came to this instant noodles business with the introduction of Wai Wai brand of instant noodles in Nepalese market through its subsidiary -- Nepal Thai foods (P) Ltd. The difference between Wai Wai and other brands was that Wai Wai could be served like other brands as well as it could be eaten without any preparation. It was ready to eat right after opening the packet. Another difference was the seasonings. While the Wai Wai had three different seasonings- taste enhancer, onion flavored oil and chilly powder, the other two brand had only one seasoning -- the tastemaker.
Before the production of Wai Wai in Nepal, these kinds of noodles were imported mostly from Hong Kong and Thailand. These imported brands were available in limited stores of Kathmandu and only a few consumers were aware of these products.
Environmental Scanning for instant noodles market
From the marketing activities of Wai Wai it seems to me that environmental scanning had been done carefully for this product before its launching into the Nepalese market and it is being done regularly after its launching. If we look back to the period...