Marketing Research

1 Introduction

1.1 Company Background

MAMEE-DOUBLE DECKER (M) BERHAD

Mamee-Double Decker (M) Berhad (MDD), founded in 1971, has established itself as Malaysia’s household brand in the food and beverage industry. The company has listed on Bursa Malaysia in 1992, Mamee is a valuable small-cap company involved in the Food & Beverages (F&B) manufacturing business The company manufactured more than 50 foods and beverage products, ranging in instant noodles, snacks, confectionery and beverages, under the brand name Cheers, Mamee Classic, Double Decker, Nutrigen, Nicolet and Mamee Monster. The company set up Milk Specialties Sdn Bhd to manufacture cultured milk in 1996.

1.2 The Brand

Nutrigen is a cultured milk brand introduced by Mamee-Double Decker Bhd in 1996, targeted at children between 10 to 15 year old and adults who are health conscious in the vision to create more cultured milk consumption rate in Malaysia. Following the success of Nutrigen, Mamee- Double Decker introduced Nutrigen LiteYo yoghurt and yoghurt drink in 2003, expecting to create more share in the dairy beverage market.

In 2006, Mamee-Double Decker introduced Nutrigen IQ3, a cultured milk product added with DHA that is targeted at children between 4 and 13 years. It claimed to be the first synbiotic cultured milk in Malaysia market. However, due to the lack of promotion and awareness created, the product has been replaced with the introduction of newly improved cultured milk, Nutrigen Plus Choline in 2009.

Nutrigen Plus Choline is a local brand of cultured milk with improved formula that contains Choline to enhanced healthy lifestyle. Choline is a precursor of the neurotransmitter acetylcholine; acetylcholine is an important neuro-transmitter which controls diverse neural functions such as memory and muscle function.

2 Problem Statement

Health seemed to be the main focus within cultured milk industry due to the consumer’s awareness towards healthy product. The shape of the...