Munchee – A Critical Review 1. Introduction
In Marketing Management, branding, segmentation and targeting, positioning, and other marketing strategies play unique but very critical roles. The interconnection of these key elements makes role of a brand in the contemporary market a success or a failure. This report has being prepared on the theme “Are they doing right?” to survey about a brand that can be found in the Sri Lankan market and look into those factors with regard to that brand. The report also shall provide a brief insight to the terms and bring out the examples from the selected brand. Therefore the best biscuit brand in Sri Lanka “Munchee biscuits” has been selected for the survey. Munchee biscuits are a collection of biscuit products under the company named CBL or Ceylon Ceylon Biscuits Limited. CBL markets its prime product – biscuits, under the brand name Munchee & is the dominant market leader, of the biscuit industry in Sri Lanka, with a market share in excess of 50%. 2. Product Line
Product line is a marketing strategy of offering several related products for sale. A product line can comprise of related products of various sizes, types, colors, qualities or prices. There are many products under the brand name of Munchee. The main product lines are Munchee Sweet Biscuits o Hawain Cookies - Munchee's crusty; golden-rectangles with the irresistible toasted-coconut taste are baked using a generous helping of local coconuts. o Munchee Nice - soft and light with scalloped edges. o Tikiri Marie - Lightly sweetened and baked & milky. o Ginger - Baked using 100% natural local ginger. o Milk Short Cake - A soft buttermilk exterior, rich milky taste. o Gem - baked with a rich helping of milk and butter and are mini lip-smacking delights o Chocolate Marie - Soft, smooth and chocolaty brown.
Munchee Cream biscuits o Lemon Puff – lemon – lemon flavored cream sandwiched between two biscuits. o Chocolate Cream - Baked with rich r ich thick chocolate. o Chocolate Puff - covered with drops of sugar are crispy and creamy. o Milk Cream - thick t hick milk-cream soft centered munchies. Munchee Savoury Biscuits o Cheese Buttons - small round and full of a sprinkling of natural cheese. o Snack Cracker Cracker - Baked until the enticing crusty surfaces turn golden-yellow. golden-yellow. o Savoury Nuts - Baked in the shape of cashew nuts. o Onion Biscuits Biscuits - deliciously aromatic and promise a distinct flavor. Munchee Cracker Biscuits
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Munchee Tiffin o Tiffin Original - baked with a slightly salty and slight ly sweet flavor. o Tiffin Onion - unique savoury onion flavor. Munchee Cookies o Cookie Dane Assorted - Baked with sugar, milk, chocolate chips, thick milk chocolate, and local vanilla essence. o Rice Raisin - rice and the fruity zing of raisins. Wafers o
Super Cream Cracker - Layers of rich creamy flavourful flaky textures pressed together. Kurakkan Crackers Crackers - light and smooth cracker offering a one-of-a-kind flavor.
Munchee wafers - Three thin and crisp wafer biscuits, two layers of cream.
Gift Packs o Tea Time Assortment - include – include – Hawaian Hawaian Cookies, Nice Biscuits, Chocolate Squares, Daintees, Daintees, Lincoln Biscuits and Chocolate Rounds. o Gift Assortment - include – Hawaian Cookies, Nice Biscuits, Chocolate Rounds, Lincoln Biscuits and Flat Finger Biscuits.
3. Segmentation & Targeting
When concerning Munchee brand, as it is rather new product when comparing to Maliban, it uses the technological segmentation on developing products. They do not depend in the traditional product lines; instead they introduce various new tastes into the consumers. For example, the introduction of Tiffin, savoury nuts, onion biscuits made the taste of biscuits into a novel way. When considering the geographical segmenting , Munchee is successfully covered almost all the country with its products & also all the products of the Munchee are not specific user oriented instead they can be used by anybody. Which means the demographic demographic segmentation is a wide band covering all the ages. When it comes to targeting the market, munchee biscuit is targeting the general public. The targeted consumers are more generally the people who are dealing with the market usually. Because Munchee is a consuming product which is being used in day today life very often, the priority is given for general public. Of course they are targeting the youth by introducing various novel products to keep the popularity popularity in the top. t op. 1. Positioning Strategy Positioning is the process which is used to build an image and self-identity in the minds of the target market market by the marketers of an an organization. organization. In this process, process, the marketers should should identify the segment of market withwhich the product or band is competed. In this case, Munchee launces several brands which are relevant to various group of customers. For an instance, Munchi Chocolate biscuits products are mainly targeted for the children and youth. As well as their competitors also launched a product that has similar kind features with Munchee Chocolate biscuits also. In this scenario, Munchee has to do a vital process to
establish their image on the t argeted group of customers. Then the organization has to collect collect information about the perceptions of product and its attributes by a sample of customers. After organization has to evaluate how their advertisements and promotions are effective to customers for positioning. Munchee launched several big advertising campaigns for introducing new products (Tifin, Milk short cake biscuits) and promoting the existing products (Chocolate, Savoury biscuits). Because of that, they have to identify the effectiveness of these customers. The concept of Value proposition describes that what the benefits that customers get by consuming that particular product. It simply means that why consumer should by that specific product and what additional services and better solving problems mechanisms provided than other similar product offerings are. Munchee facilitates customers by offering several services with better quality than its competitors. They mainly focus on the best quality of their products with doing a number of quality testing and experiments. They use the best quality corn flavor, manufactured by Prima (Trincomalee) to make the mixer of the biscuits. As well as they use the ingredients and chemicals approved by the government in a proper pro per methodical manner. Munchee drives the minds of customer to consume their products by carving the best quality of their product than the competitors. Positioning statement is some of a description of the target audience to whom brand is directed and it should make a clear image on the customers’ mind about how the marketers needs to customers to view the brand. It is necessary that all the significant marketing decisions should be supported by the positioning statement without any inconsistencies. The positioning statement should describe that the target audience, the competitors, benefits than other offerings and reason to believe (proof that this products give what it promises. “A crowning success” is the Munchee Positioning statement.
2. Marketing mix strategy
Marketing mix strategy, coined by Neil H. Borden in the late 1940’s means that combination of the key elements which affect to marketing process in a correct manner. It consists with 4 P’s and 7 P’s concepts. In 4 P’s concept, first P is to refer the produ ct elements like quality, brand, styling, safety, packaging packaging and warranty etc. As mentioned above, above, Munchee has lots of o f concern about the quality and safety of their food stuffs. They use attractivepackaging which has ability to keep the food stuff for a long time period. In Price, decision, they focus on several pricing strategies, retail price, discounts, wholesale price and bundling etc. One of main fact is that nearly all the popular Munchee biscuits products have the same price level as their competitors. They do not market to the supreme class of the society but the middle and lower classes. So they remain their prices with competitors and increase the quality of the products. Munchee has several agencies which are attached to their distribution centers located in Anuradapura and Kurunagala like cities. The product stores which are manufactured in Pannipitiya and Ranala, distribute to these centers which are having the facility to store large number number of product. In addition addition to that, Munchee Munchee exports their products to other countries like Australia and Guyana. So they should have several transportation channels like shipping and cargo services. Munchee has several promotional campaigns like advertisements, advertisements, sales promotions, public relations and publicity etc . They use visual and print
Medias to advertise their products. As well as they do some welfare services like granting scholarships, education equipment’s to students and donating to the religious centers and schools to improve the good will of their compa ny/brand. For marketing services, the 7 P’s concept which has three additional features than 4 P’s is used. CBL uses a proper recruiting and training mechanism for their staff. After recruiting, company gives 2 week training to them inside the factory before working. They do lots of relaxing programs like trips, musical shows and seminars for the staff. That is how they preserve the Peopleof 7P’s. The sixth P, process is used by Munchee by providing a very efficient delivering service to every city in Sri Lanka and other countries with the usage of their transport agencies. As the physical evidence, they maintain their factories and distribution centers which have lots of machinery cleanly and friendliness manner for employees. 3. Strategies for Competition
The main strategy of Munchee for the competition is providing the best quality products to customer with the market price level as much as possible.Introducing new products and reintroducing the existing products in distinct distinct manner is also one of the t he strategies they used. By using those strategies, Munchee improves their market share by acquiring 57% o f the biscuits market in Sri Lanka.
