This work is copied from different
sources and the references are listed below. I only collated and structure this
information. The take away is my original contribution to this article.
Indomie is a brand of instant
noodle by Indofood, the largest instant noodle manufacturer in Indonesia with
72% of market share. It is distributed in Australia, Asia, Africa, New Zealand,
the United States, Canada and European and Middle Eastern countries. "Indo"
stands for "Indonesia" and "mie" stands for
"noodles" in the Indonesian language, therefore "Indomie"
stands for "noodles from Indonesia or Indonesian noodle". Both
Indomie and IndoMie can be used to describe the brand.
Indomie has come a long way since
its humble beginnings in the 1970's. Our noodles are made from carefully
selected ingredients, the best quality flour and fresh spices from the natural
resources of Indonesia giving it a unique and delicious taste.
Indomie was first produced in the
1970's with the classic Chicken Flavoured Noodles. In 1983, Indomie Mi Goreng
was introduced and has since become a favourite. Indomie is now a household
brand name that everybody loves and has grown up with and has become part of
their staple food. Indomie is available in 80 countries around the world
including Australia, America, The Netherlands, Germany, Hong Kong, China,
Dubai, Nigeria, and many more.
Indomie comes in many different
varieties, the most popular is Mi Goreng. It literally means Fried Noodles, but
without all the fuss. It’s ready in an instant for your convenience. Simply
cook the noodles, drain and then add all the seasonings in. Indomie has since
launched a Mi Goreng range including Barbeque Chicken, Satay, Hot & Spicy
and Rendang Spicy Beef. Indomie also has a classic flavour, the Special
Chicken, which is best eaten with broth. Whichever Indomie flavour you feel
like, give them a go and we hope that Indomie will become your favourite noodles
too.
In 1988 Indomie was introduced in
Nigeria through import, and in 1995 open its first production factory in
Nigeria under Dufil Prima Foods. Dufil, a joint venture between Salim Group,
the Indonesian conglomerate that owns the Indomie brand, and Tolaram Group of
Singapore, struggled in its early years. It is the first instant noodles
manufacturing plant in Nigeria and the largest in Africa. Indomie Instant
Noodles has grown to become a household name across the country. Indomie is produced
in Nigeria since 1995 where it is a popular brand and has the largest instant
noodle manufacturing plant in Africa. Since 2003, Dufil’s fortunes shifted and
its revenues have increased at an average rate of almost 30 per cent a year.
One reason is the heavy marketing focus. The company’s advertisements appear on
buses and buildings around the country. Mothers with young children are a
particular target market. One of Dufil’s popular catchlines reads: “No mama be
like you, no noodles be like Indomie”.
TAKE
AWAY
1. The
ability to leverage and raise capital internally can never be over emphasized
for any firm that wants to grow
2. Partnership
should be embraced if it will lead to something better
3. The
reality that foreigners are making it in Nigeria shows that locals can also
make it
4. Nigeria is a consumption oriented country
REFERENCES
