Market Potential

Topics: Brand, Brand management, Biscuits Pages: 5 (1693 words) Published: December 4, 2011
Munchy’s company is one of food company type which in variety of biscuits, wafers, cracers and cookies type. In Malaysia, the headquarters succesfully established at Johor, around 1991. The Munchy’s term was derived from the Mandarin term “Mai Oi”.”Mai” which means flour or wheat and “Oi” that refers to the magical quality found in it’s delicious wafer.Nowadays, the brands distributed all over country including Asia Pacific, Europe, Middle East, Africa, North America and Latin America to expand the networking branched. The main marketing objectives of company include making communication with customers by good promotions and expanded advertising.Otherwhile, there must be a good distribution for Munchy’s in global connection.Munchy’s always highlighted to produce with good raw material because the mission of the company is to provide fun, cheeky, yummylicious, and affordable biscuits and snacks for everybody around the world. There are several marketing strategy for Munchy’s , therefore the first point, the deep knowledge and vast experience in the biscuit-making business.Beside that, there must be invaluable insight into product development and also endless pool of resources and knowledge.The other strategy is sharing of skill and expertise with reputable brands. Products and Corresponding Target Markets

Market demographics can be classified to 3 factors which is geografic factor, demografic factor and seasonal factor.For geografic factor, not all the country in the world would accept and like food product like biscuit and wafer because their staple food is from difference kind of resourses.For example staple food of Asians majority on rice while certain country the staple food is tapioca. Demografic factor, this product is for all children and also for teenager and adults. Children is the highest consumer than the others.From other sight,the consumer consist from high income because biscuit it available in small quantity and cheap, rather than low income.There is a special biscuit for baby for their food sources.Seasonal factor,biscuit and wafer are most demand in a party or as a present for an even, sometimes this food become popular because of the promotion by consumer who had ate this food.

Market Growth
As the company embraces innovation and continuous improvement, Munchy’s has received numerous awards. With already a strong presence in Malaysia, Munchy’s continues to raise the bar by constantly strengthening their product appeal and market network in Asia and around the world. To achieve this, the company is regularly brand building through their numerous innovations and new products. So far, the results have been overwhelming, with warm support from loyal consumers. The most recent example of their commitment to continuous improvement and innovation is the installation of three new lines that are custom-designed and are valued at an estimated RM 50 million. This brings Munchy’s total investment in its manufacturing and warehousing facilities to over RM 200 million since 1996.

* New Products
With the constant line-up of new products and product innovation constantly introduced to the market, Munchy’s has become synonymous with innovation. Their most recent offering was launched in response to the current trend and desire for healthy snacks. Filled with healthy and scrumptious fruit, oats, and more, the Oat Krunch makes a delectable, healthy biscuit that one will reach out for anytime of the day. Munchy’s also launched the irresistible Captain Munch in the second quarter of 2009. The biscuit is targeted at teenagers and kids, and is also enriched with Energy Plus that contains Vitamins B1, B2, B3, B6 and B12. This makes Captain Munch a source of vitamin and nutrition, as well as the perfect nutritious health snack solution for smart and active kids and teens. These recent additions – Oat Krunch and Captain Munch - reinforce Munchy’s commitment to providing more great-tasting snacks that help...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • potential energy Essay
  • Membrane potential Essay
  • Potential Energy Essay
  • Essay on action potential
  • Evoked Potentials Essay
  • Comparison
  • The Globalization of Markets Essay
  • Emerging Markets Essay

Become a StudyMode Member

Sign Up - It's Free