University Assignment: Advertising Campaign for Indomie Noodles

This report outlines a comprehensive advertising campaign designed to revitalize the Indomie Noodles brand within the Australian market. It begins with an executive summary and introduction to the brand, its origins, and its current market position, emphasizing the need for strategic intervention due to declining customer base and brand image. A thorough situation analysis is conducted, examining the historical promotional strategies, market dynamics, competitor activities, and the impact of emerging technologies. The campaign objectives are clearly defined, focusing on increasing brand awareness, customer base, sales, online traffic, brand reputation, and social media engagement. A detailed budget plan is presented, allocating funds across various activities such as stakeholder communication, legal processes, workforce payroll, advertising strategies, and social responsibility initiatives. The execution strategy encompasses creative approaches, including connecting the campaign to popular culture, leveraging brand ambassadors, incorporating humor, and utilizing virtual reality. Media execution strategies are explored, focusing on lifestyle and slice-of-life approaches, testimonials, brand spokespersons, and capturing social media trends. The report concludes with a reflection on the campaign's potential to improve Indomie's market performance and brand image, supported by references to relevant academic literature.

Running head: ADVERTISING CAMPAIGN
Advertising Campaign for Indomie noodle
Name of the Student
Name of the University
Author note

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Executive Summary
Indomie is a brand of instant noodle produced by an Indonesian company Indofood Sukses
Makmur Tbk, which is also known as Indofood. This brand is distributed in Australia, Asia,
Africa, New Zealand, United States, Canada, Europe, and Middle Eastern countries. Over the
years, the company suffered financial losses due to a decline in the customer base and
declining brand image. A situation analysis was performed to identify the challenges faced by
the company which affected its revenues. Factors such as poor image of the brand,
ineffective promotional activities, advent of disruptive technologies and market competition
were some of the biggest challenges faced by the brand. The advertisement campaign “My
Indomie Noodles” proposed in the study would cost about AUD 1,276,250 every month and
can help the company to improve its brand image and profit margin while considering the
creative approaches to support better success. The aim of this report is to develop an
advertisement plan for Indomie Noodles that can help to improve the brand image and
increase the customer base of Indofood across the Australian market.

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Table of Content
Executive Summary...................................................................................................................2
Introduction................................................................................................................................4
Situation analysis.......................................................................................................................4
Objectives of the campaign........................................................................................................5
Budget plan for campaign..........................................................................................................6
Execution strategy......................................................................................................................8
Creative Execution.................................................................................................................8
Media execution.....................................................................................................................9
Reflection:................................................................................................................................11
Reference:................................................................................................................................12

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Introduction
Indomie Noodles were first introduced into the Indonesian market in 1969.[3]
Indofood is one of Indonesia's largest pre-packaged food companies, and was founded in
1982 by Sudono Salim. The strong brand image and consumer strength have lead to the
global expansion comprising the expansion in many countries like Australia, Asia, Africa,
New Zealand, United States, Canada, Europe, and Middle East. Outside its main
manufacturing plants in Indonesia, Indomie is also produced in Nigeria since 1995. Indomie
Noodles comes in a variety of brands and flavours. Currently, approximately 30 flavours of
Indomie noodle are available in Australian market. Some of the variants production has been
discontinued in Australia. In 2005, Indomie broke the Guinness Book of World Records
category for "The Largest Packet of Instant Noodles".
Situation analysis
In order to fully understand the challenge faced by Indomie Noodles in Australian
market, both the internal and external situations that have contributed to the problem needs to
be analysed. In the following section the internal and external situation analysis are
discussed:
History of promotional strategy:
The promotional activities organized by Indofood over the last 5 years were also not
very successful or effective as the company used out dated strategy of television and
newspaper advertisements. Due to this, the company was unable to reach out to new
customers and lost significant marketing opportunity. This also was another significant
challenge faced by the brand Indomie Noodles (Fletcher et al. 2016).
Market Analysis:

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The brand image of Indomie Noodles co is significantly declining due to poor
customer communication and consumer relationship management. A significant number of
customers have reported that they often had to experience very long hold times in order to
reach a customer support. Apart from that, the quality of service provided by the customer
support team is very poor.
Competitor analysis
In Australian packaged food market several brands of Indofood has faced significant
challenges from international companies such as Pasta & Noodles, MAGGI Noodles and
Noodles King Budweiser, who had significant market experience as well as international
market presence. This was a significant threat for the brand Indomie Noodles that is affecting
its market share significantly (Tiwari et al. 2016).
Advanced industrialised Technologies:
Emergence of several logistics technologies such as RFID, Advance database,
Advance inventory management software and Artificial Intelligence affected the operations
of several companies and gave competitive advantages to those businesses that were able to
adopt them. Therefore lack of adoptability of new technologies for logistics operation
Indomie Noodles is currently facing significant challenges from other technoligucally
advanced companies in Australia (Tiwari et al. 2016).
Objectives of the campaign
The main objectives for the advertisement campaign for Indomie would include the
following:
Specific Measurable Attainable Realistic Time-limit
1 Increasing brand
awareness among
By gaining 15%
more customer
Through using social Posting about By next 6

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customers base media attractive offers months
2 Increasing the number
new subscribers
By 50%: To increase the sales
unit
Through
providing digital
subscription
offers
Within next
1 year
3 Increasing the current
funding
By 30% Through partnership
ventures
By executing
Corporate
communications
Within next
2 years
4 Increasing online traffic
to company’s website
By 150% Through social media By using hyper-
linked post and
pay per add
popup
Within next
6 months
5 Increasing brand
reputation
Increasing the
online
discussion rate
by 150%
Through Corporate
Social Responsibility
Involved in
charity acts
Within next
1 year
6 Increasing the social
media marketing
By 200% Changing the major
marketing platform
By increased
digital
information
management
Within next
6 months
Source: (Hood et al. 2016; Bekoglu and Onaylı 2016; Liu and Mookerjee 2018; Stead and
Hastings 2018)
Budget plan for campaign
Allocating sufficient budget for the advertisement is an essential factor that can help to cover
all the expenses related to the advertisement activity and thus ensure its success. Outlined
below is a brief overview of the budget needed for the advertisement campaign for Indomie
Noodles for every month:
Objectives Activity Cost

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Stakeholder communication
Meeting $1,200
Telephonic communication $700
Digital communication $450
Transportation $2,500
TOTAL $4,850
Advertisement contracts
Legal process $1,500
Subscribing advertisement plan $24,000
Advanced investment $150,000
TOTAL $175,500
Execution
Workforce Payroll $320,000
Monitoring $2,500
Controlling workflow $5,400
TOTAL $327,900
Advertising strategy
Printing media $145,000
Satellite media $242,000
Digital media $34,000
Social media $12,000
Charity activity $185,000
Social sustainability campaign $150,000
TOTAL $768,000
TOTAL EXPENDATURE $1,276,250
A total budget of AUD 1,276,250 is needed for the advertisement campaign, which
would include AUD768,000 for advertisement strategy, AUD327,900 for execution, and
AUD 175,500 for advertisement contract. Additionally, 150 billboards, 500 buses and 5000

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posts on the social media would also be done every month. The company would also host 10
promotional activity and 2 events every month in order to show its engagement with the
Australian Society and thus improve its market penetration and brand image.
Execution strategy
The execution of the advertisement campaign would involve different styles in which
the media campaign would be implemented and practiced. These styles would include:
Creative Execution
In order to ensure success of the advertisement campaigns various creative
approaches can be used to attract the maximum number of customers, ensure better market
penetration and brand awareness and improve the brand value of the company (Williams and
Gulati 2018). Outlined below are some of the key creative approaches for the advertisements:
Connecting the campaigns to popular culture: The campaign can be connected to the popular
culture through their references in the advertisements. This can help the customer relate the
product to a known context and also attract niche customers.
Brand Ambassadors: Tie ups can be developed with popular artists and celebrities who can
also act as brand ambassadors for the promotions of the brand and therefore improve brand
image and market penetration.
Using humor in the content: A humorous content can be more interesting for the customers
and attract their attention more effectively and thus help to improve brand awareness and
market penetration.

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Using animals in the commercials: Several companies have used animals in their
commercials to attract customer’s attention. This have been significantly based on studies on
customer behaviour and shows that using cute animals such as puppies or kittens can grab
customers attention much better than generic advertisements and thus ensure success of the
campaign.
Using street arts: Street arts in the form of artistic graffiti can be used instead of billboard as
an advertisement strategy. These graffiti can not only involve an artistic element in the
approach but also give a different experience to the customers but also ensure that they
remember the advertisement longer due to a long lasting impression.
Using virtual reality for online sites: The online site can have a virtual reality experience for
the customers which can allow the customers to view different products in a more realistic
manner.
Exaggerating the features of the product: The campaigns can also exaggerate the product or
service features in order to attract customer’s attention. The aim of such an approach would
not be to misinform the customers, but to create an almost comical experience which can aid
better retention in memory and thus better success of the campaign.
(Wang et al. 2018; Fulgoni 2018)
Media execution
Lifestyle Approach: This approach would involve attracting customers based on the
suitability of the service offered by Indomie Noodles for the lifestyle of the customers and
how the services can enhance their comfort and convenience. The advertisements would

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therefore show the various lifestyles of customers and how they can be enhanced by the
services of the brand.
Slice of Life approach: This approach would create an image of a ‘good life’ that can be
supported by the brand’s services, thereby improving its appeal to the customers. The aim of
such an approach is to develop an attachment the service by showing how it can help
customers enjoy a good life.
Testimonials: This approach would involve leveraging the testimonials and feedbacks of the
customers and service users to create a positive opinion about the brand. This approach
utilizes the word of mouth and social influences that can affect consumer behavior and thus
improve brand loyalty.
Brand Spokesperson: A spokesperson can act as the brand ambassador and help to influence
more customers by leveraging their popularity and fame among the target customer base and
thus helping to improve the brand image of the company. The spokesperson can also
effectively communicate the company’s changed focus on customer satisfaction and service
quality to foster trust on the brand.
Capturing social media trends: Following the trends on the social media can help the
company understand the behaviours and expectations of the target market and develop
advertisement strategies that can best capitalize on such aspects. This can also help the
company to develop more effective advertisement campaigns and thus ensure its better
performance.
(Larreguy et al. 2018; Fletcher et al. 2016; Stead and Hastings 2018)

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Reflection:
Over the span of the last 10 years, the financial performance of Indomie Noodles
seen significant deterioration in terms of its market share, market reach, customer base and
revenue generation. believe that by using an effective advertisement campaign, the revenues
of the company can be improved significantly and also help the company to regain its brand
image. I believe that the advertisement strategy suggested in the study would help Indomie
Noodles to successfully improve the brand image and market penetration by capitalizing on
social media and market trends that influence the behaviour of the customers.
The advertisements were also designed to address the different challenges and threats
faced by the organisation and developed in a manner, which can help Indomie Noodles to
achieve its advertisement objectives. The approach was based on important studies from
academic literature that helped to identify evidence-based approaches towards advertisement
campaigns. This approach ensures that the strategies used in the campaign can promise the
best outcomes and thus help to promote the brand image more effectively among the
customer base.

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Reference:
Bekoglu, F.B. and Onaylı, C., 2016. Strategic Approach in Social Media Marketing and a
Study on Successful Facebook Cases. European Scientific Journal, ESJ, 12(7), p.261.
Childers, C.C., Haley, E. and McMillan, S., 2018. Achieving Strategic Digital Integration:
Views From Experienced New York City Advertising Agency Professionals. Journal of
Current Issues & Research in Advertising, 39(3), pp.244-265.
Fletcher, R., May, C., Wroe, J., Hall, P., Cooke, D., Rawlinson, C., Redfern, J. and Kelly, B.,
2016. Development of a set of mobile phone text messages designed for new fathers. Journal
of Reproductive and Infant Psychology, 34(5), pp.525-534.
Fulgoni, G.M., 2018. Are You Targeting Too Much? Effective Marketing Strategies for
Brands. Journal of Advertising Research, 58(1), pp.8-11.
Hood, A.R., Lopatecki, J., Sung, J.K., Collison, G. and Innes-Gawn, D., Tubemogul Inc,
2016. Systems and methods for planning, executing, and reporting a strategic advertising
campaign for television. U.S. Patent 9,501,783.
Kang, T., Fowler, E.F., Franz, M.M. and Ridout, T.N., 2018. Issue Consistency? Comparing
Television Advertising, Tweets, and E-mail in the 2014 Senate Campaigns. Political
Communication, 35(1), pp.32-49.
Larreguy, H.A., Marshall, J. and Snyder Jr, J.M., 2018. Leveling the playing field: How
campaign advertising can help non-dominant parties. Journal of the European Economic
Association, 16(6), pp.1812-1849.
Liu, D. and Mookerjee, V., 2018. Advertising Competition on the Internet: Operational and
Strategic Considerations. Production and Operations Management, 27(5), pp.884-901.

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Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.
Tiwari, S., Lane, M. and Alam, K., 2016. The challenges and opportunities of delivering
wireless high speed broadband services in Rural and Remote Australia: A Case Study of
Western Downs Region (WDR). arXiv preprint arXiv:1606.03513.
Wang, R., Liaukonyte, J. and Kaiser, H.M., 2018. Does Advertising Content Matter? Impacts
of Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body
Mass Index. Agricultural and Resource Economics Review, 47(1), pp.1-31.
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