“MAMA”

(Behavioral Intention)

Member list

Tanes P. 481-7633 Sec 423

Nicha S. 482-5137

Chanon S. 483-7538

Nongnut L. 484-6809

Suphathep S. 491-1813

Nodtaporn C. 491-2510

Wijitra J. 491-4204

Kitti S. 491-5493

Manoj G. 491-6894

Yanping C. 491-6896

MAMA MGT3940 Sec. 423 Page 1

Company Background

Sahapathanapibul Public Company Limited (Saha Group) was first established

in 1942 by Dr.Thiam Chokwatana., as a small distributor’s store imported many
products from China, Hong Kong, and Japan. As business grew and the store was
becoming very popular, it decided to become a limited company with a registered
capital of 1 million Baht. Factories were added later on in order to produce store’s
own consumer products and to be more competitive in the market. The factory then
started to produce instant noodles and conducted business with Lion Corporation
Japan by importing Lion's toothpaste and shampoo products into the Thai market.
From the success of many consumer products like Pao-detergent and MAMA-noodle,
it was motivated Saha Group to expand to three new factory sites in Sriracha (Saha
Group Industrial Parks,) Kabinburi, and Lampoon. For more than sixty years, the
Group has gained experience and developed more than 30,000 products and services
in twelve categories supplied from over 200 affiliated companies to distribute both in
Thai and international markets. The Group includes Sahapathanapibul, I.C.C.
International, Lion (Thailand), International Laboratories, Thai President Foods, Thai
Wacoal, Hoover Industry (Thailand), Thai Takeda Lace, Pitakkij Company, Far East
Advertising, Eastern Thai Consulting 1992, and others. Not only the original brands
like BSC, MAMA, PAN, Rain Flower, are trusted by customers, but also the brand-
name products that the Group distributes like Lacoste, Arrow, Elle, Guy Laroche,
Wacoal, and many more. In order to achieve the sale targets, the Group uses the
unique and innovative promotion campaigns, consisting of lucky draws and premium
give-aways, television, and radio advertising. At present, under the management of
Dr.Boonsithi Chokwatana, Saha Group is experiencing great success from continuous
growth. It has 600 million Baht registered capital with the SET. The Group has also
won the reputation as one of the most successful Thai distributors with its effective
logistics system, wide distribution networks, and efficient handling services.

This report will specially focus on “MAMA” brand. MAMA is produce by

TPF - Thai President Foods Public Company Limited which was established in 1972,
as a joint venture between Sahapatanaphibul Co., Ltd and President Enterprise Co.,
Ltd of Taiwan. It main objectives are to produce, distribute, and export food products;
instant noodles, biscuits, cookies, fruit juice, wheat. MAMA is the most famous
popular product worldwide under high standard of product quality. The company has
a global network and that its products are sold in both Thai and international markets.
It imports to many countries in Europe, USA, China, Hong Kong, Taiwan and
Singapore. With years of expertise, hard working, and commitment, Saha group offer
wide range of products and can customize to serve different preferences of customers
in different countries. The company’s market has expanded to many countries like
North America, Europe, Asia, and Oceania with the estimated annual capacity of 100
million packages per year

MAMA MGT3940 Sec. 423 Page 2

Brand Background

Our group has decided to choose instant noodle, MAMA, as our product for
analyzing. MAMA has been with Thai people for more than 25 years. This instant
noodle is designs for quick and convenience. Today, new generations have busy life
and little free time so people are response well to this kind of products. At the same
time, Saha Group has created many more favors for the instant noodle, MAMA. Price
is not expensive so that every body can easily purchase. This make MAMA becomes
one of the most successful brand and growing everyday.
MAMA first came into the Thai market in April, 1972, but it did not flourish.
Due to the price compared to the noodle street vendor and Thai people were not
familiar with the instant noodle. However, the president still had a positive attitude
and kept on fighting in the market. Political and economic of Thailand was not going
too well at that time. Many problems had occurred and affected the economic greatly.
Oil price had increased and scarce of raw natural resources. Generally, every thing
had been affected and the price of food was becoming very expensive. Luckily, Saha
Group has stored a large amount of raw materials for making instant noodle and it
was a great opportunity for MAMA to sell at that time. MAMA was not expensive and
it’s very easily to purchase so Thai people becoming more acceptable with the
product.
The main products of MAMA are instant noodle, ramen type and rice noodles.
Instant noodles have become a widely accepted food throughout the world, though
they have undergone changes in flavor to fit local tastes. Because mass and mature
product, the maturity of a product is a dangerous time and it could get swallowed up
by any competitors. In order to compete with many competitors, product
differentiation strategy is one of the most effective ways to complete. MAMA
products are adapted to suit difference tastes of each country. MAMA are available in
both original Chinese and traditional Thai flavors, also Japanese and Korean flavors
in some countries. In addition to the variety of product, MAMA has acceptable good
shelf stability that its product can be kept fresh at least six months in room
temperature. MAMA also give value added feature of more intense flavor or no MSG-
flavor or flavor for those who concern about their health, such as MAMA-whole
wheat noodle with pepper pork, MAMA Khun-Noo for kids, and Halal product for
Islamic consumers. The newest flavor are Orientals kitchen-Spicy Seafood and Hot &
spicy
Packaging is also under the company consideration as an important marketing
tool. A Good packaging must attract attention, offer product protection, describe the
product, and making the sale. So, as consumers are willing to pay a little more for the
convenience, appearance, and better look packages. The investment and joint Venture
with local manufactures to produce paper bowl help the company to change from
packet to paper bowl and to penetrate entry into many new market in the future.
Because of the convenience and ease of paper bowl which provide utensil, consumers
can eat MAMA product anywhere, whenever they want. There is also no need to carry
bowl and chopsticks with them.

MAMA MGT3940 Sec. 423 Page 3

Target Population

We will select employers and students, in both sexes, whose ages are around
18-30 year olds as our target population. They just need something that provides them
the convenience, easiness, fast, and save their time.

SWOT Analysis of MAMA

Strength
 Cheap and Quick
Mama has a low price when compare with our type of foods. It is 5 baht per
package. However on January 1, 2008, the price will increase to 6 baht.
Moreover, it requires only 3 minutes for preparation.
 Easy to Cook
Mama is one of the foods that require low abilities of cooking. It is only pour
hot water then it is ready to eat.
 Easy to find
Mama has many distribution channels. You can easily find Mama in every
where, even in a small shop near your house or in a big store.
 Many flavors
Mama has lunched many flavors to suit individually person. There are at least
20 flavors with also different type of noodles.
 Promotion
Mama has many promotions for their customers e.g. lucky draw for gold.
 Brand loyalty
Mama has been introduced for 35 years. Therefore, everyone known Mama and
will choose Mama as the first choice.

Weakness
• Low Nutrient
Mama has mostly only carbohydrate in their product. And people concern
about the Monosodium Glutamate that Mama has been use in the ingredient.
• High production Cost
Resently, Mama has been face with the problem of high production cost.

Opportunity
 Nowadays, Thai food became more popular. Therefore, Mama have a chance
to export its product to new market worldwide.
 Adding more flavors to reach new target markets.
 Mama use new technology to produce instant paper cup noodles instead of
plastic package.

Threat
 Competitors: Mama has many competitors such as Wiwi and Yamyam.
 Someone think negative about Mama such as Mama is unhealthy food.
Because MAMA use monosodium glutamate in its ingredients. So, it might
affect the sale revenue.
 People think rice give more energy than noodle, so they prefer to have rice
more than noodle.

MAMA MGT3940 Sec. 423 Page 4

Why choose “MAMA” to study the behavioral intention
We want to understand how we can change the behavior of MAMA customers
because behavior can be deliberative and planned. Behavior can tell about image of
product and now MAMA is popular in every level of people. Briefly, human action is
guided by three kinds of considerations.
• Behavioral Beliefs- beliefs about the likely consequences
• Normative Beliefs- beliefs about the normative expectation
• Control Beliefs- beliefs about the presence of factors that may facilitate or
impede performance of the behavior.

Behavioral beliefs produce a favorable or unfavorable attitude toward the

behavior, normative beliefs result in subjective norm and control beliefs give rise to
perceived behavior control. In combination, the attitude toward the behavior,
subjective norm, and perception of behavioral control lead to the formation of a
behavior intention. As a general rule, if the attitude and subjective norm are more
favorable, the perceived control will be greater, and the person's intention to perform
the behavior in question should be stronger.

MAMA MGT3940 Sec. 423 Page 5

Why choose blue collar and student as target population to study

As the Blue-collar workers work and be in hurry all day long, they will have a
time limit for doing other things even have a meal. Sometimes they might feel tired
after work and lazy to do anything else, of course including their meal. They may just
let themselves starving. So at this time, most of them will just buy the food from the
convenient store and MAMA is number one of their choice. Most of them will just
pick MAMA as their first choice. As we know this group of people love to purchase a
product that give out premium and MAMA corporation always offer the premium
together with MAMA such as , the bowl, the plate, spoon and flock, etc. Another thing
is that MAMA Corporation always holds the activity like lucky draw to persuade
customers and of course this kind of activity always be interested by the blue-collar
workers. As the result, it is another reason that why blue-collar worker choose
MAMA.
As the university students, many of them do not live with their parents, just
live alone by leasing a room near their university. They just buy food instead of
cooking by themselves. We found out MAMA is their favorite food and most of them
just eat only MAMA whenever they feel hungry and MAMA can be kept for a long
time. There is no need to purchase it often. Another reason is that they love to eat
MAMA because it also can be eaten as the snack during free time.
MAMA can be purchased at every place such as supermarket, convince store
or a small shop. It is easy to find. Also, Mama Corporation offers customer high
quality of product by keeping up-to-date with different taste and flavor of their instant
noodle. All these flavors are just the liking of these two groups of people. The
important thing is that both blue-collar worker and students have the limit of the
income. They can be suffered from higher market price of product, even though
MAMA is now just inside their limit budget. Both blue-collar worker and university
students need something that can provide them the convenience, easiness, fast and
safe their time. So they choose MAMA as their first choice. This is why we can
choose them as our target population because they are our number one customers.
And any change in product price may affect their behavioral intention.

Significance of the Study

1. MAMA is the generic name for Thai people –small kids to the elders.
Everyone knows what is “MAMA” and most of them have tried it before.
2. MAMA is sold throughout Thailand even in a very tiny village or in a very
luxury department store and supermarket.
3. MAMA Company interests us in its export growth and the diverse expansions
to various countries with the production of more than 100 Million packages
per year. It also achieves various international certifications.
4. MAMA is used to measure the standard of living of Thai people. If its sale
increases, this indicates that Thai’s economy is getting worse.
5. MAMA gives us a good example of the sales strategies, customer relationship,
and sales promotion.
6. MAMA gives variety of products (flavors) that reach every target groups in
the market and keeps on improving their products. (They have good example
of R&D)

MAMA MGT3940 Sec. 423 Page 6

 Reference

http://www.mamalover.com
http://www.mama.co.th
http://www.12manage.com/methods_ajzen_theory_planned_behaviour.html

MAMA MGT3940 Sec. 423 Page 7