Mamee Marketing Strategy 2024: A Case Study

Mamee Double Decker Berhad, a Malaysian food processing and snack company with a rich history, has emerged as a global leader in the industry since its establishment in 1971. With headquarters in Malacca, Mamee has expanded its reach to over 80 countries, exporting its diverse range of products, including instant noodles, snacks, confectionery, and beverages, to consumers worldwide.

In a bid to enhance brand visibility and engage with its target audience, Mamee has adopted various marketing practices, including collaborating with influencers to amplify its presence on social media platforms. By leveraging the power of influencers, Mamee has successfully connected with its consumers and strengthened brand loyalty.

Product diversification has also been a significant focus for Mamee. In an effort to expand its offerings, the company introduced carbonated drinks under the brand Cheers, catering to changing consumer preferences and lifestyle choices. Moreover, Mamee’s commitment to catering to the Muslim market is evident through its halal-certified products, ensuring compliance with Islamic laws and standards.

Driven by a dedication to food safety and quality, Mamee has not only achieved halal certification but also prioritizes compliance with food safety standards throughout its product portfolio. This commitment has resulted in double-digit profit growth, further solidifying Mamee’s position in the market.

With an extensive distribution network, Mamee has successfully reached a wide range of customers both domestically and internationally. This network enables the company to deliver its products efficiently and effectively, meeting the diverse needs and preferences of consumers.

While Mamee has established a strong foundation, there is room for further growth and innovation. The company acknowledges the importance of product innovation and aims to expand its presence in international markets, leveraging its reputation and expertise.

Key Takeaways:

  • Mamee Double Decker Berhad, founded in 1971, is a renowned Malaysian food processing and snack company with a global reach.
  • Mamee’s diverse product range includes instant noodles, snacks, confectionery, and beverages.
  • Mamee engages with influencers to enhance brand visibility on social media platforms.
  • The company introduced carbonated drinks under the brand Cheers for product diversification.
  • Mamee products are halal certified to cater to the Muslim market, prioritizing compliance with Islamic laws and standards.
  • Mamee has experienced double-digit profit growth, reflecting its commitment to food safety standards and quality.
  • The company’s extensive distribution network allows it to cater to a wide range of customers both locally and internationally.
  • Mamee aims to expand its presence in international markets while fostering product innovation.

Background of Mamee Double Decker Berhad

Mamee Double Decker Berhad, a leading Malaysian company in the food processing industry, has established itself as a prominent player since its inception in 1971. With a diverse range of products including snacks, beverages, and dairy products, Mamee has successfully captured the domestic and international markets. Their commitment to quality and innovation has catapulted them to become a household name.

With over 50 products in their portfolio, Mamee Double Decker Berhad has a broad offering that caters to consumer preferences. Their wide range of snacks, which includes favorites such as Mamee Monster and Mister Potato, has garnered significant popularity among consumers.

Driven by an aggressive promotional strategy, Mamee Double Decker Berhad continuously strives to gain and maintain a competitive edge in the market. Their marketing efforts have been instrumental in expanding their market share and establishing a strong presence both locally and globally.

Recognizing the importance of technology in the food and beverage sector, Mamee Double Decker Berhad has embraced marketing technology adoption as a strategic focus. This commitment to innovation has enabled them to meet customer needs through product and service enhancements, as well as technological advancements.

However, the adoption of innovative marketing technology in the food and beverage industry comes with its fair share of challenges. Factors such as human capital development, access to financing, and market access influence the implementation process. Mamee Double Decker Berhad, along with other Malaysian businesses, faces challenges in infrastructure development, fostering innovation, technology adoption, and navigating legal and regulatory environments.

The competitive nature of the food and beverage market has necessitated Mamee Double Decker Berhad to intensify its promotional efforts. As more players enter the market, it becomes crucial for the company to continuously innovate its marketing strategies to boost business growth. The implementation of marketing technology plays a pivotal role in meeting these objectives.

Mamee Double Decker Berhad Financial Highlights: 2008 2009
Net Profit (RM million) 23.6 43.6
Revenue (RM million) 397.0 411.5
Sales contributions from domestic market (RM million) 259.0 285.3
Net Profit to Shareholders (RM million) 10,296 9,225
Earnings per Share (EPS) (cents) 29.05 50.31
Gross Profit (RM million) 32.6 42.6
Market Share 31.1%
Percentage of respondents who find prices reasonable 78.8%
Percentage of respondents who buy products due to reasonable prices 21.2%
Percentage of respondents aware of products 97.1%
Percentage of sales contributed by Mister Potato 35%
Percentage of respondents rating Mister Potato product as very good 43.8%
Percentage of sales contributed by foreign markets 21%
Percentage of respondents influenced by advertisement 23.9%
Effectiveness of advertising strategies according to respondents 84.8%
Percentage of respondents discovering products in supermarkets 42.6%
Percentage of respondents agreeing that product packaging is attractive 88%
Percentage of respondents buying products due to attractive packaging 15.2%
Net Profit Margin 5.9% 10.8%
Return on Capital Employed 0.12 0.19

Marketing Practice and Product Diversification

Mamee Double Decker Berhad has successfully established its presence in the market with its iconic snacks such as the Mamee Monster Noodle Snack and Double Decker Snack. However, the company has not solely relied on these products to drive its growth. Instead, Mamee has adopted a proactive approach by pursuing product diversification to cater to the changing needs and preferences of its consumers.

In line with its commitment to meeting customer demands, Mamee has expanded its product portfolio beyond traditional snacks and ventured into other categories. This strategic move allows the company to tap into different market segments and capitalize on emerging opportunities.

One notable example of Mamee’s product diversification is its foray into the beverage market with the introduction of carbonated drinks under the brand Cheers. By venturing into this new category, Mamee aims to cater to the evolving tastes of its consumers, providing them with a wider range of options to choose from.

In addition to expanding its product categories, Mamee has also implemented customization strategies to tailor its offerings to specific regional markets. Recognizing that consumer preferences vary across different regions, Mamee has adapted its instant noodles to suit the taste preferences of specific countries. This customization allows the company to better resonate with local consumers and gain a competitive edge in those markets.

Through product diversification and customization, Mamee has been able to broaden its market reach and extend its distribution networks. Today, Mamee products are distributed to over 80 countries worldwide, solidifying the company’s position as a global player in the food and beverage industry.

Year Net Profit (RM million) Revenue (RM million) Sales Contribution (Domestic Market) (RM million)
2009 43.6 (84.7% increase from preceding year) 411.5 285.3 (10.2% improvement from previous year)

The success of Mamee’s marketing practice and product diversification initiatives can be attributed to the company’s commitment to understanding its target market and catering to their needs. By continuously innovating and expanding its product line, Mamee has been able to capture the attention of both children aged 10 to 15 and adult consumers.

In conclusion, Mamee’s proactive approach to product diversification and customization has allowed the company to stay ahead in a competitive market. By offering a range of innovative and tailored products, Mamee has successfully captured market segments while expanding its presence globally.

Marketing Mix Considerations

When it comes to marketing their products, Mamee Double Decker Berhad carefully considers various factors to ensure success. These considerations include product decisions, promotional activities, pricing decisions, and distribution strategies.

Product Decision

Mamee places great importance on product compliance with food safety standards and Halal certification. This ensures that their products meet the diverse preferences and requirements of their target markets. With over 200 food and beverage products in their portfolio, Mamee aims to provide a wide range of options to cater to different consumer tastes and preferences.

Promotional Activities

For Mamee, promotional activities play a crucial role in creating brand awareness and driving consumer engagement. Their promotional efforts encompass various strategies such as advertising, sales promotions, and celebrity endorsements. By leveraging these tactics, Mamee effectively communicates the unique features and benefits of their products to the target audience.

Pricing Decision

When determining pricing decisions, Mamee takes market dynamics and competitive pricing into account. This ensures that their products are priced competitively, offering value for money to consumers while maintaining profitability for the company. By adopting an appropriate pricing strategy, Mamee remains competitive in the market and attracts consumers with their affordable yet high-quality products.


Mamee relies on strategic partnerships with retailers and export managers to ensure the efficient distribution of their products. By collaborating with reliable distribution channels, Mamee effectively reaches their target markets both locally and internationally. Their products have been exported to nearly 100 countries, showcasing the company’s commitment to expanding its global footprint.

Through careful consideration of their marketing mix, Mamee aligns their product decisions, promotional activities, pricing decisions, and distribution strategies to meet consumer demands. This approach allows Mamee to effectively position their products in the market and maintain their status as a trusted and prominent regional food brand.

Target Market Analysis

Mamee Double Decker Berhad has a wide range of products that appeal to various target markets. The company strategically targets different segments, ensuring its products cater to the diverse preferences and needs of consumers. By understanding its target markets, Mamee can effectively tailor its marketing strategies and product offerings to maximize its reach and appeal.


Mamee recognizes the importance of appealing to children, who are a significant consumer group. With their colorful and flavorful snacks, Mamee captures the attention of young consumers. These products are not only tasty but also fun to eat, making them a popular choice among children.


Mamee understands the needs of students, who often seek affordable and convenient food options. By offering instant noodles that are not only delicious but also easy to prepare, Mamee has become a go-to brand for students looking for quick and satisfying meals.

Health-Conscious Individuals

Mamee has also expanded its product line to cater to health-conscious individuals. With healthier snack options that are low in fat and sugar but high in taste, Mamee attracts consumers who prioritize their well-being without compromising on flavor.

Snack Enthusiasts

For those who simply love snacks, Mamee offers a wide range of indulgent treats. From crunchy potato chips to savory biscuits, Mamee has something for every snack enthusiast. With their innovative flavors and textures, these snacks are sure to satisfy any craving.

In addition to these specific target markets, Mamee products also cater to families, individuals who enjoy picnics and parties, and consumers seeking convenience and variety in their food products. Through its extensive distribution network that includes 13 centers and about 150 vans for deliveries in Malaysia, Mamee effectively reaches its target markets.

Overall, Mamee Double Decker Berhad understands the importance of identifying and catering to specific target markets. By delivering products that align with the preferences and needs of children, students, health-conscious individuals, and snack enthusiasts, Mamee can capture a significant share of the market and maintain its position as a leading food and beverage manufacturer in Malaysia.

SWOT Analysis

Mamee-Double Decker Berhad, a renowned snack and food manufacturer, has undergone a comprehensive SWOT analysis to evaluate its internal strengths and weaknesses, as well as external opportunities and threats. This analysis provides valuable insights into the company’s current position and aids in informed strategic planning.


  • Mamee-Double Decker operates production facilities across Malaysia, Myanmar, and Indonesia, enabling efficient manufacturing and distribution.
  • The company has a global presence, exporting its diverse product portfolio – including snacks, noodles, dairy products, beverages, and biscuits – to markets in Asia, Africa, Europe, Oceania, and the Middle East.
  • Mamee-Double Decker offers a wide range of chip flavors such as nancho, hot, drama, otai, menyengat, and nanja, catering to diverse consumer preferences.
  • The company’s strong brand portfolio, including Mamee Monster, Corntoz, Mister Potato, Mamee Chef, and Double Decker, resonates well with customers worldwide.


  • Mamee-Double Decker faces limited product innovation, which may hinder its ability to keep up with emerging consumer trends.
  • In the competitive snack industry, the company encounters challenges from key rivals like Three-A Resources Bhd, Nissin Foods Holdings Co Ltd, Nestle (Malaysia) Bhd, Munchy Food Industries Sdn. Bhd., and Rex Industry Berhad.


  • Expanding into untapped international markets presents a significant growth opportunity for Mamee-Double Decker, allowing the company to reach a broader consumer base.
  • By leveraging its strong distribution network, the company can introduce its diverse product portfolio to new markets and increase market share.


  • Changing consumer preferences and evolving market trends pose a threat to Mamee-Double Decker’s product offerings. The company must adapt and innovate to stay relevant.
  • The snack industry’s market saturation increases competition, necessitating continuous efforts to differentiate and capture customer loyalty.

Understanding Mamee-Double Decker’s strengths, weaknesses, opportunities, and threats is crucial for developing a targeted marketing strategy. By capitalizing on its strengths, addressing weaknesses, seizing opportunities, and mitigating threats, the company can position itself for sustainable success in the dynamic and competitive food industry.

Strengths Weaknesses Opportunities Threats
Operates production facilities in Malaysia, Myanmar, and Indonesia. Limited product innovation. Expanding into international markets. Changing consumer preferences.
Exports products globally across Asia, Africa, Europe, Oceania, and the Middle East. High competition in the snack industry. Increasing market share through a strong distribution network. Market saturation in the snack industry.
Product portfolio includes snacks, noodles, dairy products, beverages, and biscuits.
Wide range of chip flavors catering to diverse consumer preferences.
Strong brand portfolio, including Mamee Monster, Corntoz, Mister Potato, Mamee Chef, and Double Decker.

Marketing Innovations and Digital Strategies

In today’s rapidly evolving market, Mamee has taken proactive steps to incorporate marketing innovations and digital strategies into their business model. By leveraging the power of technology and digital platforms, Mamee has successfully enhanced their brand visibility, engaged with consumers, and boosted sales.

Mamee recognizes the importance of digital marketing in reaching a wider audience. They have established a strong presence on various social media platforms, utilizing them as effective channels for promoting their products and engaging with their target market. Through engaging content and creative campaigns, Mamee has effectively captured the attention of their consumers, keeping their brand top-of-mind.

To further maximize their reach and influence, Mamee has embraced influencer marketing. By partnering with influential individuals and content creators, Mamee taps into their vast networks and leverages their influence to endorse and promote their products. Collaborating with influencers not only increases brand exposure but also creates a sense of authenticity and trust among consumers.

Mamee’s digital platform has been instrumental in expanding their sales network. By utilizing their online platform, Mamee can sell their products directly to consumers while offering regular promotions and exclusive deals. This direct-to-consumer approach has not only increased sales but also allowed Mamee to gather valuable data and insights about consumer preferences and behavior.

Mamee’s Trade Promotion Management Platform (TPM) has been a crucial tool in analyzing promotion mechanics for different product categories and distribution channels. The insights gathered from this platform enable Mamee to optimize their promotional strategies and increase their overall effectiveness.

One of the key achievements of Mamee’s digital strategy is their focus on cloud solutions. By implementing a cloud strategy, Mamee has achieved an impressive 99.7% platform uptime, ensuring seamless operations and uninterrupted service for their customers. Furthermore, their proactive use of data analytics, particularly through BigQuery, has enabled Mamee to prevent cyberattacks and enhance the security of their platform.

Looking to the future, Mamee is considering the implementation of AI solutions, such as Google Vision AI, to monitor supermarket racks. This advanced monitoring system will provide real-time insights and enable Mamee to make data-driven decisions for better business opportunities and growth.

With their forward-thinking approach to marketing innovations and digital strategies, Mamee continues to stay at the forefront of the industry. By embracing technology and leveraging digital platforms, Mamee has not only enhanced their brand visibility but also gained a competitive edge in the market. Their commitment to staying ahead of the curve and providing unique snack experiences has solidified their position as a leader in the fast-moving consumer goods (FMCG) industry.

Market Analysis and Competitor Comparison

As a leader in the snack industry, Mamee Double Decker Berhad understands the importance of conducting thorough market analysis and staying competitive in the ever-evolving market. By analyzing market trends, consumer behavior, and competitor strategies, Mamee can make informed decisions and maintain its position as a key player in the industry.

The Snack Industry

The snack industry is vast and continues to grow rapidly. In Malaysia, Mamee holds a significant market share and is well-positioned to capitalize on the market’s growth potential. According to market size and growth analysis, the savory snacks sector is expected to experience substantial growth in value and volume from 2016 to 2026. Mamee’s expertise in categories such as ethnic/traditional snacks, meat snacks, nuts & seeds, popcorn, potato chips, pretzels, and processed snacks has helped them establish a strong presence in the market.

Competitor Comparison

Mamee Double Decker Berhad faces competition in both the domestic and international markets. It is essential for Mamee to compare its performance against competitors both in Malaysia and on a global scale. According to PCC (Price Competitiveness Comparison) and PCE (Performance Competitiveness Evaluation) comparisons, Mamee’s market performance is on par with or better than its competitors, giving them a competitive edge.

Additionally, Mamee analyzes the market share of key distribution channels and the prominence of health and wellness claims in the snack industry. By staying aware of consumer preferences and market trends, Mamee remains ahead of the competition.

Leading Companies

Mamee Double Decker Berhad is one of the leading companies in the savory snacks sector, as evident from its market share and financial performance. With a robust distribution network comprising 13 distribution centers and a fleet of vans, Mamee ensures its products reach approximately 1000 points of sale in Malaysia. This extensive distribution network strengthens Mamee’s market presence and allows them to cater to a wide range of customers.

In terms of marketing and advertising, Mamee Double Decker Berhad adopts an aggressive approach. They engage in various promotional activities, including partnerships with celebrities and sports teams like Manchester United, to enhance brand awareness and expand their market share.


In conclusion, the Mamee Marketing Strategy 2024 case study demonstrates the success of Mamee Double Decker Berhad (MDD) in the F&B industry. Through their strategic marketing initiatives, MDD has captured a significant market share and achieved impressive financial growth.

The statistical data reveals that MDD’s focus on reasonable pricing has resonated with consumers, leading to increased sales and profitability. The company’s efforts to create awareness through advertising and attractive packaging have also contributed to their strong market presence.

Additionally, MDD has leveraged digital strategies, branding, and social media to engage consumers effectively. By understanding the importance of the familiarity principle, MDD has established a recognizable brand identity that simplifies consumer decision-making processes.

Looking ahead, MDD’s commitment to innovation, quality, and maintaining a balance between exposure and brand image will be crucial for sustaining their success. By embracing influencer marketing and personalizing outreach, MDD can continue to expand their reach and strengthen brand awareness.


What is Mamee’s marketing strategy for 2024?

Mamee’s marketing strategy for 2024 focuses on digital, branding, and social media initiatives to captivate consumers in the competitive snack industry.

What products does Mamee offer?

Mamee offers a diverse product range, including instant noodles, snacks, confectionery, beverages, and healthier snack options.

How does Mamee reach its target market?

Mamee strategically focuses its distribution efforts in areas with a high concentration of grocery shops, petrol stations, and shopping complexes to effectively reach its target market.

What are the strengths of Mamee?

Mamee has strengths such as improving product quality and maintaining a strong distribution network.

What are Mamee’s digital marketing efforts?

Mamee’s digital marketing efforts include creating engaging content, running targeted ad campaigns, and collaborating with influencers on social media platforms.

How does Mamee conduct market analysis?

Mamee conducts market analysis by studying market trends, consumer preferences, and competitor strategies to identify opportunities and threats.

What is the conclusion of the Mamee marketing strategy case study?

The conclusion of the Mamee marketing strategy case study highlights the company’s commitment to continuous innovation and adaptation to maintain its position as a market leader.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.