MAMA Noodles: Small fish in a sea vs. big fish in a pond

This case study describes how MAMA instant noodles took on the leader in the Bangladeshi market by targeting adult consumers for a product typically eaten by children.

MAMA Noodles: Small fish in a sea vs. big fish in a pond

Bitop Das Gupta

Campaign details

Brand Owner: Kallol Thai President FoodsLead agency: Grey Advertising BangladeshBrand: MAMA NoodlesCountry: BangladeshIndustry: Savoury snacks, potato chipsMedia: Newspapers; TelevisionBudget: 500k – 1 million

Market background and cultural context

Maggi from Nestlé Bangladesh Ltd. is the instant noodles "category" in Bangladesh. With 90% market share owned solely by Maggi, it has left the bare minimum for others.

Its recipe of delivering both taste and nutrition has blindfolded the mothers about...

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