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