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    Brand PPT Final

    Uploaded by

    Bibek Pandey
    The document summarizes a group project for a brand management class. The group is developing the brand "Munchy's", a brand of potato chips made with organic ingredients. The summary includes analyzing target customers, competitors, entry strategy, internal/external factors, and developing the brand identity. Key aspects include targeting customers who snack 3-4 times a week, establishing distribution in Lalitpur, and creating unique flavors and packaging to position the brand as a quick, tasty snack.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Brand PPT Final

    Uploaded by

    Bibek Pandey
    628 views29 pages
    The document summarizes a group project for a brand management class. The group is developing the brand "Munchy's", a brand of potato chips made with organic ingredients. The summary includes analyzing target customers, competitors, entry strategy, internal/external factors, and developing the brand identity. Key aspects include targeting customers who snack 3-4 times a week, establishing distribution in Lalitpur, and creating unique flavors and packaging to position the brand as a quick, tasty snack.

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    Brand PPT final

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    The document summarizes a group project for a brand management class. The group is developing the brand "Munchy's", a brand of potato chips made with organic ingredients. The summary includes analyzing target customers, competitors, entry strategy, internal/external factors, and developing the brand identity. Key aspects include targeting customers who snack 3-4 times a week, establishing distribution in Lalitpur, and creating unique flavors and packaging to position the brand as a quick, tasty snack.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    628 views29 pages

    Brand PPT Final

    Uploaded by

    Bibek Pandey
    The document summarizes a group project for a brand management class. The group is developing the brand "Munchy's", a brand of potato chips made with organic ingredients. The summary includes analyzing target customers, competitors, entry strategy, internal/external factors, and developing the brand identity. Key aspects include targeting customers who snack 3-4 times a week, establishing distribution in Lalitpur, and creating unique flavors and packaging to position the brand as a quick, tasty snack.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 29

    Group 3

    Brand Management

    Members:
    Bibek Pandey
    Jenisha Shakya
    Rakshya Dhakal
    Hrithik Parajuli
    Abhik Kansakar
    Sangake Ghale
    Shubhan Joshi
    Introduction
    • Munchy’s is a brand of potato chips made with organic
    ingredients
    • Snack products that are a quick fix to hunger and boredom
    • Quality packaging and available in multiple flavors
    Strategic Analysis : Seed Questions
    Target Customers Market

    • Purchase Often (3 to 4 • High Competition


    times a week) • Distribution start up at
    • Willing to spend Appx. Lalitpur
    NRs. 40 • Marketing and
    Promotion
    • Breakeven in about 2
    years
    Strategic Analysis : Seed Questions
    Competitors Entry
    • Lays, Pringles, Kwik’s, Nepali • Location for entry –
    Potato chips. Lalitpur
    • Offering various flavors • Point of contact – Retail
    • Place of selling – retail stores, Stores
    department stores and • Legal issues – ISO
    wholesalers 9001:2008 certification, tax
    • Promotional tools – celebrity regulations
    endorsement, social media,
    newspaper, radio.
    Internal Analysis
    Strengths: Weakness:
     Distribution and  High customer brand
    availability. switching.
     Difficult to understand
     Provide range of tastes customers behavior.
    in chips.  Health conscious
    audiences.
     Lower priced.
    External Analysis
    Opportunities: Threats:
     Advertise more  Growing competition in
    through updated the market.
    technology.  Change in lifestyle.
     Outrun smaller  Potential entrance.
    competition.
     Tie-ups with food
    chains.
    PESTEL Analysis
    Political: Economic:
    • Abide by production • Product is more
    regulations applied by appealing to the middle
    govt, such as limits to class people.
    Trans Fat usage,
    restrictions on packaging • Economic growth rate
    materials, etc. of the country could
    lead to higher sales.
    • Goverment’s campaigns
    promoting healthy
    products.
    PESTEL Analysis
    Technological
    Social
    • Benefit from using
    • Needs a strong presence
    environmental friendly
    in the internet world,
    packaging as cultural
    which includes
    awareness for “going
    maintaining a buzz on
    green” continues to
    social media outlets.
    inflate.

    • Innovation in the
    • Demand may decline due
    production process.
    to growing health
    conscious audience.
    PESTEL Analysis
    Environmental Legal
    • Climate and weather affect • Meet the legal standards
    the yield of the primary concerning packaging,
    raw materials. i.e. potatoes levels of fat and salt.
    and spices
    • ISO certification,
    • Global environment safety Product information
    laws that must abide by the file, Food regulations
    global standards and tax regulations by
    the government.
    • Proper waste management
    Porter’s 5 force model
    Looking into the Brand Blueprint
    • Brand Name : Munchy’s
    • Snack product that is a quick fix to hunger and
    boredom.
    • Potato chips in the initial phase.
    • Product Line Expansion
    i. Cheese Balls
    ii. Puffcorn
    iii. Bhujiya
    iv. Noodles
    v. Fruit Juice
    Product as a brand
    • Symbol:
    • User Imagery: Fun loving, young, foodie
    • Self-expressive: Relief from hunger and
    boredom
    • Brand-customer relationships: Regular
    Consumption due to the delightful taste.
    • Organizational association: extensive research
    on organic ingredients for quality taste and
    innovation in production technology.
    • Emotional Benefits: Happiness, joy and
    friendship
    • Country of Origin: Nepal
    • Brand Personality: Quality, Taste, Fun
    Brand Characteristics
    • Origin: Made in Nepal

    • Information Quality: Made with organic


    potatoes, and fresh spices and ingredients
    • Image: Anytime consumable snack

    • Image Personality: Foodie, outgoing and


    busy schedule
    Consumer Pen
    portrait
    • Young and outgoing girl.
    • College going student.
    • Has a busy lifestyle.
    • Loves to snack on while
    studying or working.
    • Bored of eating the same flavored chips
    available in the market
    • Professional side: Wants to be
    an entrepreneur
    • Goals: Wants to tingle her Ideal Consumer Persona
    tongue with new and unique
    flavors Name: Jessica Maharjan
    • Age: 18-28 Gender: female
    • Income: pocket money Nrs1000 Age:19
    • Education: BBA Location: Jawlakhel, Nepal
    • Personal side
    Occupation: Student
    • Motivation: Jessica is bored of
    eating the same three to four
    flavors of chips every time she “I love to try new and
    visits a store unique flavors of potato
    • Indulgence/ purchase behavior: chips”
    • Visits convenience stores
    Our brand is ?
    Flavors Available
    Attributes
     Organic ingredients
     Reasonably priced
     Crispy and tasty
     More quantity
     Less oily and healthy
     Easily available
     Varieties of flavors
     Biodegradable and attractive packaging
     Consistent brand image and innovative brand
    identity.
    Brand dimensions
     Physique:
    Attractive, colorful and biodegradable packaging
     Personality:
    Quick fix to hunger and boredom
     Culture:
    Nepali values; sharing
     Self image:
    An everyday snack, friendship, moments,
    happiness
     Reflection:
    Tasty, crispy, varieties
     Relationship:
    Association, quality,
    healthy
    Core and Extended identity
     Core identity
    - Brand as a product
    - The Munchy’s brand will be selling potato chip
    initially.
    - Affordable with easy availability.

     Extended brand identity


    - Brand ambassador: Priyanka Karki
    - Signifies busy, outging and ambitious girl
    - Reputation of superior taste and unique vareties with
    innovation in production technology.
    Brand Value Proposition
    Statement
    For the outgoing and social girl who is active
    throughout the day, our potato chips is the
    instant snack for when she is too busy
    to have a proper meal.
    Positioning Statement
    For the foodie that needs frequent snacks,
    Munchy’s is a flavor filled packet of
    delightfulness to get through your day.
    Brand’s Tagline

    Munchy’s,
    “

    Munch on the
    Crunch”
    Brand Essence
    “Anytime snack”
    Print Ad:
    THANK YOU

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