Marketing Mix Analysis of Apollo using the 4Ps

Apollo, an instant noodle manufactured since 1980 in Mauritius by T&T International Foods, is

the number one item purchased from supermarkets and local stores (T&T International Foods,

2021). The concept at the time was to assist households into providing them with an affordable,

quick-to-cook, tasty and versatile meal.

In this study, we shall evaluate the success of Apollo within the food industry while analyzing

its marketing mix using the 4Ps.

About Apollo and T&T International Foods

T&T International Foods was established in 1980 by Mr Kimay Gerard Tin Fook with the

production of instant noodles – Apollo, for the local market. Being the pioneer of instant

noodles manufacturing, the company would also export to neighboring Indian Ocean islands,

several Eastern and Southern African countries and even to European countries like France and

United Kingdom (T&T International Foods, 2021).

The Apollo noodles currently exist as 4 different categories, namely the Apollo Classic – instant

noodles with different flavors such as Chicken, Shrimp, Curry and Vegetables, the Apollo Wok

– fine instant noodles for making fried noodles, the Apollo Gourmet – instant noodles with

culturally inspired flavors such as Thai, Crab, Tropical Curry and Cheddar and finally the

Apollo Dan Bol – Cup noodles with different flavors, so practical that it is prepared by simply

adding boiling water and waiting for three minutes (T&T International Foods, 2021).

The Marketing Mix of Apollo

The term “Marketing Mix” refers to the application of a series of marketing techniques,

involving the 4Ps, which symbolizes the Product, Price, Place and Promotion; through which a
company sets the goal of meeting its marketing objectives in the target market. (McCarthy,

Jerome E., 1964).

Product Strategy

Apollo is a leading food brand in Mauritius and has exceeded people’s expectations into

becoming their absolute favorite. It has a variety of products, primarily characterized through

different flavors, according to the needs and tastes of its consumers. The key ingredient to the

success of the product within the community is the accompanying seasonings within each

packet, depicting the likings of every Mauritian. The resilient quality of the product is another

aspect that attracts buyers on the market as it is to be noted that the company is ISO certified

since 2005. (T&T International Foods, 2021). The Apollo Dan Bol – Cup noodles category of

the product has revolutionized the whole concept of instant noodles when it was introduced in

2016, as it comes in plastic bowls and forks that can sustain the heat of boiling water. This

product group was much appreciated by working individuals, who could easily and discretely

have their meals at work within a few minutes, without having the trouble of using any kitchen

utensils.

Price Strategy

The affordability of Apollo demarks the brand from its competitors as it is locally manufactured.

The objective of Apollo is to occupy the optimal market share with the lowest possible price and

the highest product quality (T&T International Foods, 2021). Currently the Apollo instant

noodles are being sold for half the price of the imported noodles on the market. The brand does

offer special offers such as “Buy One Get One Free” during sales periods for specific flavors.

Place and Distribution Strategy

Apollo products are available at every shop within the country, from the largest supermarkets in

towns to the smallest local shop in rural areas. Distribution being the key component of its
marketing mix and the pillar to its product success, Apollo offers a flat 6% margin to its

distributors and a 10 to 15% margin to its retailers.

Promotion and Advertising Strategy

When Apollo was launched in the early 1980’s in Mauritius, the company advertised the product

through the media as a promotional strategy to create awareness across the population with the

“3 Minutes Noodles” tagline. Along the years, the commercials have evolved around children

and their appreciation of the tastefulness of the product, including the quick-to-cook concept for

women to satisfy their kids. Apollo has also advertised for a children’s cooking competition,

using Apollo instant noodles as the base ingredient (T&T International Foods, 2021).

Empty packets were exchanged for an Apollo branded plastic bowl and cup of different colors,

creating a high sense of attraction among customers in order to obtain the full collection of

bowls and cups.

Conclusion

Apollo is a successful brand that has promoted its product offerings in both quality and variety

with affordable prices so that everyone can benefit from the product range and is bound to

further expand its target market through the introduction of future innovative products. Its

mission is to offer value-for-money food products of different shapes, textures and colors, with

distinctive flavors, and international quality standards to a global clientele (T&T International

Foods, 2021).

References

T&T International Foods. (2021).

https://www.apollo.mu/our-history/

McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach.