Brand Positioning of Munch
Overview
One of the leading brands of Nestle,S.A is Munch. It is a chocolate-covered wafer
biscuit bar confection that was created by Rowntree's of York, England, and is
now produced globally by Nestle (which acquired Rowntree in 1988). Each bar
consists of fingers composed of three layers of wafer, covered in an outer
layer of chocolate. Munch bars are produced in 16 countries by Nestlé: Brazil,
UK, Canada, Australia, New Zealand, South Africa, Germany, Russia, Japan,
China, Malaysia, Thailand, India, Turkey, United Arab Emirates, and Bulgaria.
Target Market:
The target market
of munch is all aged Men and women .Focuses on the consumer segment who love
chocolate, and are willing to indulge themselves with chocolaty snacks.
Competitor Analysis:
Munch has
some direct and indirect competitors.If we give a look at shares in confectionery market since 2007, the brand share of Munch has increased from
2007, from 3.2% to 3.7%, it still lags behind competitors such as Ferrero
Rocher, Ricola, Fisherman’s Friend and Mentos in the confectionery market.
However, through filtering out of products such as Ricola, Fisherman’s Friend
and Mentos, which are not chocolate brands, it can be seen that Munch is second
behind Ferrero Rocher.
Points of
Parity (POP):
1.
Reasonable price: Munch
being lower in price is affordable to a wide range of customers other than
other brands.
2.
Variations: Munch
come in varying package sizes and types. For the last couple of years, Nestle
has been producing numerous limited editions for Munch.
3.
Ingredients : Munch’s
use of milk, dark and white chocolate variances in its products is a POP for
the brand as it is one of the features which helps Munch target a range of
different consumers.
Points of Difference (POD):
1. Different taste: The main difference between Munch and other
competitors lies in the taste it holds, the reason why Munch is successfully
holding a wide portion of the market worldwide for ages.
2. It’s a snacks: Munch is often associated with
the word “snack”, as opposed to others which are primarily associated with
being chocolates. Munch was able to achieve the “snack” status as a result of
its highly recognized tagline “Mera munch Mahaan”.
3. Wafer stick: Munch team feels that the fact that wafer stick is one of the key PODs for the brand among its chief competitors. Though M&M and fererro-rocher have versions that incorporate wafer, they feel that being a chocolate wafer stick is a unique attribute for Munch.
Unique Selling Point
Munch’s
unique selling points are implemented through the following global brand
strategies:
- Mass distribution
-
Affordable
price
-
Different
test and varieties
-
Well
known tagline: ‘Mera munch Mahaan’
Recommendation:
Munch is successful brand, but it has some leggings which should
be improved. Too much of variations of a product may be harmful for a brand,
which may affect brand image to the customers. Same goes for Munch. In addition,
the variation of much which affects their POD and inconsistency in the global
market. With improvement of such lacking, I believe Munch can reach a better
position in the future.
REFERENCES:
1.Wikipedia
2.Kitkat/ weebly
3.Lecture
4.Google
