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