qiuxian FYP: Situation Analysis

Chapter 1 - Project Overview
1. Introduction

NomNom is the new snack food brand in Malaysia and produced by Munchy’s company. It launched on 2012 year in all grocery stores, hypermarkets and supermarkets in Malaysia. This brand comes out with 3 different shapes and different flavours which are NomNom crackerz, NomNom Tornado and Tornado claw.

NomNom crackerz is unique triangle shape and it has three seafood dish inspired flavours such as the Original Prawn, Tom Yum Seafood & Spicy Chilli Squid. NomNom Tornado is shaped like a tornado and every stick is packed with a turbo boost of extreme bold flavours range from Flamin’ Chilli, Chicken to Sizzling BBQ. Besides that, NomNom Claw is uniquely shaped to ultimate cheesy, milky and creamy snacks range from Cheese and Tomato Cheese flavours.

People are often to use the term NomNom as a fun informal way saying chewing or munching a snack, hence the name of NomNom was best suited for this product as it perfectly expresses its fun and youthful personality.

This new tasty snack is just perfect for kids and adults and it brings excitement to consumer’s taste buds. NomNom is very exciting entry for everyone as this is the first time that Munchy’s come out a snack food with funny shape and to bring the fresh feeling to their target audience.

1.1 Problem Statement and Issues

• NomNom snack had entered into Malaysia market about one year; this brand is consider new and not well-known as others.

• Tough competition with existing snack food brand such as Mamee and Twisties which has been popular among the people that make this product hard to stand out from others.

• This brand is also lack of promotion and their target audiences are too wide, so it makes the promotion are hard to be focus.

1.2 Objective and Aim
Objective

• To increase the awareness of people on this product.

• To gain interest of people on the brand.

• To increase the product popularity by using good promotional strategy.

Aim

• Become Malaysian the most favorite snack

• Become one of the most trusted brands in Malaysia.

Chapter 2 - Project Profile
2.1 Product name

NomNom

2.2 Product Classification

Munchy’s NomNom is a snack food product can be classification as consumer market and it is not durable. Besides that, this product is convenience good for the consumer which the snacks are used convenient handy packs.

2.3 Product Characteristics

• Type : Snack food

• Packaging : Plastic Packaging

• Price : RM 1.60

•Size : 55 gm.

• Unit of sale : 1 unit per sale

2.4 Product range

NomNom product comes out with 3 categories which are crackers, tornado and tornado claw.

NomNom Crackerz

NomNom Crackerz is unique triangle shape and it has three seafood dish inspired flavours such as the Original Prawn, Tom Yum Seafood & Spicy Chilli Squid.

NomNom Tornado

NomNom Tornado is shaped like a tornado and every stick is packed with a turbo boost of extreme bold flavours range from Flamin’ Chilli, Chicken to Sizzling BBQ.

NomNom Claw

NomNom Claw is uniquely shaped to ultimate cheesy, milky and creamy snacks range from Cheese and Tomato Cheese flavours.

2.5 Distribution

Munchy’s NomNom is selective distribute to every outlets in East and West Malaysia. The distribution of NomNom used is indirect selling which mean the sales of the product of goods by a third-party, such as outlet stores, hypermarket, supermarket chains, and local provision stores.

2.6 Product Life Cycle

Munchy’s NomNom was launched on May 2012; therefore the product lifecycle is still in the intro segment. Since the product is new but with an attractive advertising and good marketing strategies, the product will achieve its goal to become one of the most trusted brands in Malaysia.

2.7 The Brand

NomNom is a new snack brand made in Malaysia and produced by Munchy's company. This product is launched on May, 2012 in Malaysia and this snack comes out with 3 categories which are crackers, tornado and tornado claw. NomNom crackerz is unique triangle shape and it has three seafood dish inspired flavours such as the Original Prawn, Tom Yum Seafood & Spicy Chilli Squid. NomNom Tornado is shaped like a tornado and every stick is packed with a turbo boost of extreme bold flavours range from Flamin’ Chilli, Chicken to Sizzling BBQ. Besides that, NomNom Claw is uniquely shaped to ultimate cheesy, milky and creamy snacks range from Cheese and Tomato Cheese flavours.

NomNom snack offers consumers a range of exciting flavours to suit each individual personality, with two variants including one that comes in a unique claw shape. This new tasty snack is just perfect for kids and adults alike and it bring excitement to consumer’s taste buds. NomNom is very exciting entry for everyone as this is the first time that Munchy’s come out with snack food and to provide consumers with a unique snack.

2.8 Brand Image and Implication

NomNom snack give a surprise for everyone since this is the first time that Munchy’s company comes out with snack food. NomNom are currently under its introduction stage in Malaysia because this brand had entered into Malaysia market about one year.

2.9 Strength and Weakness

2.9.1 Strength

• NomNom comes out with a range of exciting flavours.

• These snacks come out with 3 different shape which contain of triangle shape, tornado shape and unique claw shape.

• This new tasty snack is perfect for kids and adults.

• Convenient handy packs.
•Taste good

• NomNom is come with affordable prices.

•Easier found in every outlet in Malaysia.

2.9.2 Weakness

• NomNom tornado flaming chili flavour is too spicy.

•There have many of competitors in this market to make this brand hard to grab people attention.

2.10 Advantages and Disadvantages

2.10.1 Advantages

•have more choices

•Easy to carry around

•can enjoy the snack in everywhere.

•Can provide a much needed energy

•Convenient packaging

2.10.2 Disadvantages

• Snacks will affect the physical health.

•NomNom tornado flaming chili flavour is too spicy and not everyone be able to choose the flavour.

2.11 Unique Selling Proposition (USP)

NomNom come out with a range of exciting flavours with 3 different shapes which categories to their flavours

2.12 – Promotional History and Advertising Schedule

June 1, 2012 - New Snack in Town - NomNom!

May 15, 2013 - Snack Kaw Kaw with NEW NomNom Crackerz

March 7, 2013 – Photo contest

March 16 – NomNom Contest

Aug 31, 2012 – Television commercial

2.13 – Positioning Statement
NomNom snack offers consumers a range of exciting flavours to suit each individual personality, with two variants including one that comes in a unique claw shape.

Chapter 3 - Company
3.1 Company Overview

Munchy’s is known as Malaysia’s No.1 homegrown biscuit brand which is a remarkable Malaysian success story of five brothers from Muar, Johor. Besides that, Munchy was a company which gains Super brands Status of year 2003, 2004, 2005, 2008, and 2009.

During 1997 till 1998, Munchy almost went bankrupt during the Asian financial crisis but luckily the company was survived from the Asian financial crisis and its revenue jumped from RM20mil in 1998 to RM50mil in 1999. According to a Nielsen Retail Index Corporate Value Share report in 2008, Munchy's was ranked Malaysia's No.1 homegrown biscuit brand excluding Sabah and Sarawak from June 2006 to 2008. Besides that, Munchy’s is keep looking forward at new potential products and innovations as it works towards keeping up its standing in Malaysia as the country’s most innovative and success biscuit brand. They have an entire R&D department that specifically focuses on this aspect, so as to always stay at the forefront of innovation.

Munchy’s major markets are in Asia, such as Indonesia, Thailand, Singapore, Taiwan and Japan being its key markets, their vision is to be significant in 100 countries by 2020. On the other hand, Munchy’s mission is to bring joy and add flavor to every occasion with their high quality, affordable and fun-eating snacks. The company’s CEO, C.K Tan always believed in the power of branding and automation and technology will gain benefits in a business. He spent RM500, 000 on IT systems for Munchy’s in 1997 and now a day he still investing on it because he believe that computerization will makes the productivity of company more efficient.

3.2 Business Description

Munchy’s is Malaysia’s No.1 homegrown biscuit brand, specializing in wafers, wafer sticks and biscuit. Since its birth in 1991, Munchy’s has grown to become the nation’s No.1 wafer producer and No.2 biscuit produces both in terms of volume and value, while boasting state of the art manufacturing facilities in Batu Pahat, Johor, Malaysia. The Munchy Group is headquartered in Batu Pahat with corporate offices in Klang. Munchy’s also has space in Ipoh, Butterworth, Johor bahru, Kota Bahru, Kuantan, Melaka, Sabah, Sarawak and international offices in Shanghai, Singapora and Thailand.

In line with its mission to fill all kind of fun to eat snacks in every home, Munchy’s products can now be found in approximately 60 countries. Their main products include Munchy’s Cream Crackers, LEXUS sandwich biscuits, MUZIC Wafer, Oat Krunch and Captain Munch Cookies. Munchy’s can be found at approximately 20,000 outlets in East and West Malaysia including major international hypermarket, supermarket chains, and local provision stores.

3.3 Company History

Munchy's started in 1991, in a small town in the South of Malaysia, Batu Pahat. The Munchy's origins started with the two brothers SK Tan and LK Tan setting up Munchy Food Industries. With an initial investment of RM80,000 the brothers developed the company to its current state, with the involvement of their siblings, CK Tan and Net Tan.

Munchy's production capacity increased by the year as the brothers worked towards their dream to share the joys of Munchy's with the rest of the world. The first destination for international expansion was South Africa. Subsequently, the brothers established a partnership with a reputable MNC chocolate company that allowed them to extend Munchy's product offerings to include chocolate wafers.

In 1996, Munchy's factory was built in Johor, Malaysia, with 120,000 sq ft (11,000 m2) of real estate and fully automated wafer technology. Considered the most advanced fully automatic wafer plant in South East Asia to date, three new products were revealed – Muzic Wafers, Munchini Wafer Rolls and Lexus Biscuits.

A 120,000 sq ft (11,000 m2) warehouse was commissioned to be built. Munchy's has recently adopted a new 3rd party logistics provider which will enable its business to be executed with "Speed to Market" distribution.

All Munchy's products are manufactured solely under the brand name of Munchy's, with a record of 80 SKUs (Stock-Keeping Units) under their belt. The main product offerings for Munchy's are Krunch, Muzic, Munchy's, Lexus and Captain Munch.

1997 saw the introduction of MunchWorld Marketing Sdn Bhd, Munchy's marketing arm and sole distributor of Munchy's products. This entity was set up to spearhead Munchy's branding, marketing, advertising, events, promotions and distribution.

3.4 Key People

• Tan Chuan Kok

CEO of Munchy’s Food

•Teo Shaw Ching

Corporate Communication Manager

Munchworld Marketing Sdn Bhd

TEL +603-33447888 | FAX +603-33442266

23rd Floor, Centro Building, 8 Jalan Batu Tiga Lama , 41300 Klang, Selangor ,malaysia

3.5 – Location and Subsidiaries

Headquarters

Corporate Headquarters

MunchWorld Marketing Sdn. Bhd. (201499-U)

Centro Building, 23rd Floor,

8, Jalan Batu Tiga Lama,

41300 Klang, Selangor, Malaysia.

Tel : +603-3344 7888

Fax : +603-3344 2266

Email : munchys@munchys.com

Group Headquarters

Munchy Food Industries Sdn. Bhd. (220353-H)

Lot 9366, Batu 7, Simpang 3,

Tongkang Pecah, 83010 Batu Pahat,

Johor, Malaysia.

Tel : +607-415 3322 (Hunting Line)

Fax : +607-415 2390

Email : munchys@munchys.com

3.6 – Brands, Major Products and Services

Munchy’s brand is under 6 categories which is crackers, wafers, sandwiches, plain sweet, chocolate based & cookies, and assorted Munchy’s. Munchy's constant product innovation and brand new product ranges is the key to satisfying hundreds and thousands of hungry tummies, and the most popular products include:

•Oat Krunch Crackers

•Captain Munch Cookies

•Munchy’s

•Lexus

•Muzic Wafers

And recently Munchy’s release a new snack food product which is NomNom This product is launched on May, 2012 in Malaysia and it has 3 different shapes with different favours which is NomNom crackerz, NomNom Tornado and Tornado claw.

•NomNom

3.7 – Corporate Vision

•To be in the leading position in every country that we compete in.

3.8 – Corporate Mission

•To provide fun, cheeky, yummylicious, and affordable biscuits and snacks for everybody around the world.

3.9 – Company’s Current Promotional Strategy

The promotional Strategy used by Munchy’s to advertise their products are:

•TV Commercials

•Radio Commercials

•Website advertising

•Press Ads

•Print Ads

•Social network – Facebook

3.10 – Product Sales’ History

3.11 – Current Marketing Objective

The main marketing objectives of Munchy’s company include making communication with customers by good promotions and expanded advertising.

3.12 – Media Expenditure

According to Munchy’s CEO said, the company has invested about RM2 million in trades, media and activities to launch the product. Munchy’s had making full use of the media in their promotional activities which is television commercial, radio commercial, newspaper, magazines ads and etc.

(http://www.btimes.com.my/Current_News/BTIMES/articles/smemunchy/Article/)

Chapter 4 - Target Audience and Stakeholder

4.1.1 Demographics

Target audience

Age : 10 - 20

Gender : Male and female

Education : primary school / secondary school

Occupation : Student

Income range : RM200 - RM1500

Race &ethnicity : All

Geographic location : Urban area

4.1.2 Psychographic

Perception : People who have freedom to make their food choice.

Learning : TV commercial, peer influence

Motivation & needs : need to fill their stomach in shorter time.

Attitude & Personality : get hungry easily, lack of control for food intake

Lifestyle : outgoing, active and relax

4.1.3 Stakeholder characteristic

Primary

•CEO of the company

People who directly benefiting from or affected by a particular business activity, such as the distribution of a product or a change to a service agreement.

•Employees

People who work for the company and contribute to it in return for monthly wages.

Secondary

•Retails outlet

Retailers are part of supply chain. A retailer purchases products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit.

•Consumer

The consumer is the one who pays to consume the goods produced. As such, consumers play a vital role in the economic system of a nation.

Chapter 5 - Industry and Marketplace

5.1.1 Definition of the industry

Malaysia’s food industry is rich in terms of tropical and agricultural resources reflecting diverse cultures in Malaysian society — Malay, Chinese and Indian, have resulted in a fascinating range of processed food with an Asian twist. Increasing consumer awareness in nutrition value and food fortification for healthcare has created the demand for functional/healthy minimally processed fresh food, organic food and natural food flavors from plants and seafood.

The Malaysian food and beverage market is becoming increasingly sophisticated and is supplied by both local and imported products. The strong economic growth in the late 80's and early 90's contributed to major changes in consumer purchases and consumption patterns. Malaysians living in urban areas are relatively brand conscious, and they prefer to shop in stores, which offer them convenience and good product selections. Lifestyle changes have led to an increase in the demand for convenience food and health food.

5.1.2 Shape of the Industry

Malaysia’s Food industry is as diverse as the multi-cultures of Malaysia, with a wide range of processed food with Asian tastes. The food processing industry is predominantly Malaysia-owned. However, the food industry is the life of human industry, is one of the most ancient and timeless evergreen industry. With the global economic development and scientific and technological progress, the world's food industry has made great development. Although the new industries are emerging but the food manufacturing industry is still the world's largest industry.

The level of modern food industry has become reflected in the level and quality of life of an important symbol of national development But In the past half-century, the food and beverage industry has blossomed from a collection of mom-and-pop operations to a trillion-dollar powerhouse led by huge international corporations. The overarching theme dominating the food and beverage industry is exploding global demand and rapidly rising food prices. The breakneck economic growth of countries such as China, India, Brazil and Vietnam gives billions of people the ability indulge in ways previously enjoyed only by those in developed nations. A massive influx of consumers onto the global food market has resulted in a rapid and sustained increase in food prices, stoking global inflation.

Social stability, rising living standards, safety, health, nutrition, substantial growth in demand for food will continue to promote the rapid development of Malaysia's food manufacturing. Food as a necessity by our government's attention; in order to promote the health food industry, health, stability, development, food manufacturing for different countries developed different policies and measures to ensure the long-term health sector development. Therefore, the next few years, the food manufacturing industry in Malaysia will be even stronger.

5.1.3 Development of the Industry

The snack foods industry market is predicted to reach almost $335 billion by 2015, according to Global Industry Analysts. The snacks market is expanding due to changing eating habits. The main factors fuelling the market are income levels and consumer perceptions and demographics. The market is highly fragmented and intensely competitive, with an abundance of industry players in all categories from small to large.

With consumers having less and less time for activities such as shopping and cooking, snack foods are claiming an expanding portion of the food market, offering foods that act as both complement and substitute for time-consuming meals. Snack food producers are following trends toward healthier eating, offering ranges such as fat-free snack foods.

Packaging is a key element in the industry, with options such as single-serving packages, bite-sized packs and resalable bags proving popular. As consumers become more health conscious, companies are offering healthy options such as low calorie, low fat, vitamin fortified, organic and fiber-rich foods.

5.2 – The Marketplace

5.2.1 Current Condition of the Marketplace

The Current Condition of the Marketplace can be divided into three parts:

(1) Provision and grocery stores

(2) Supermarkets, hypermarkets and department stores

(3) Convenient stores and petrol station stores.

Malaysia has a large and growing food retail market that is supplied by local and imported products. The current total retail sales of food and beverages are estimated at US$11 billion. The forecast for this sector is likely to grow by around 10% per annum over the next three to five years. Malaysian households spend an average 24% of their household income on retail purchase of foods. Due to rising affluence and higher education level, Malaysian consumers have become more sophisticated and demand higher quality for the goods that they purchased.

Historic high growth categories included meal replacement products, frozen processed food, soup, canned/preserved foods, baby food, pasta and dairy products. The forecast for growth in this market has also been reported. By the year 2014, the retail sales in the packaged food market in Malaysia is expected to reach US$4.6 billion, a growth rate of nearly 4.5%, or US$201 million. Products in the forecast for high growth include most of the same as the historic rates and are complimented by include snack bars, ice cream and bakery products.

According to Retail Group Malaysia, the bulk of retail food sales are channelled through the traditional stores, such as provision stores, grocery stores, specialty food stores and other sundry shops. This sub-sector commands close to 60% of food sales today. Modern stores such as supermarkets, hypermarkets and department stores with supermarkets only have around 43% share of the retail food market. A recent study conducted by a retail consultant in Malaysia showed that Malaysians are shopping more at convenience stores and petrol marts. Increasing competition has resulted in a need for convenience stores to become more professional. Customers are now expecting more sophisticated offers like a wider range of better quality ready-to-eat snacks and hot-and-chilled beverages.

Competition among the retailers, especially hypermarkets, is intense with large international retailers like Carrefour, Tesco and Giant frequently engaging in price wars to establish their presence as major players in the market. Carrefour has successfully launched the price cuts strategy for about 1,200 products in their stores. Meanwhile, Giant, the largest hypermarket operator in Malaysia, is reported to sacrifice profits in order to maintain the low-price leader status. Pressure is mounting for local retailers such as The Store to maintain competitive prices and carry a good variety of products in order to keep up with the international players.

5.2.2 Changes in Marketplace

Positive: Competition in the market lead to better quality of food in addition it leads to more effort in innovation to growth the industry.

Negative: Less promotion will cause it lost its popularity in the market and increasing of competitors.

Chapter 6 - Competitor

6.1 – Direct Competitors

Twisties

Twisties is a snack food product available in Australia, New Zealand, Singapore, Malaysia, Thailand, Brunei, Malta, Mauritius, Papua New Guinea and Fiji, among others. It was launched in 1950 by the General Foods Corporation. In Malaysia, since Danone Malaysia has been acquired by Kraft Twisties is now a product of Kraft Malaysia.

Twisties were originally available only in cheese flavour, but chicken flavour was introduced and became a standard part of the product line. There have also been flavours in various countries as diverse as Toffee, Tomato and Salmon Teriyaki.

Twisties have been advertised for several years with the well-known slogan "Life's pretty straight without... Twisties." Typical television advertisements play on the slogan by showing people in mundane situations being transported to surreal and exciting environments when they eat Twisties.

Mamee

Mamee Double-Decker Berhad is a Malaysian based company with interests in the manufacturing, marketing and distribution of snack foods, beverages, and other products. It has its registered office in Malacca.

Mamee came out with the first noodle snack food which called Mamee Monster noodle snack. Monster noodle snack is manufactured in Malaysia by Mamee Double-Decker Berhad. Monster is a brand of ramen noodles that are intended to be eaten raw. The Monster Noodle Snack is not only popular among the children in its place of production, but also many other Asian countries like neighbouring Singapore and are very popular in Australia. It comes in 2 flavours which is chicken flavous and bbq flavour.

Chipster

Twisties has finally done it by breaking into the potato chip market with the launch of Chipster, their first line of potato chips, the distinctive black bag tears open to release crisp chips with a whole lot of personality.

Made from 100% Australian potatoes, the delicate Chipster potato chips come thinly sliced for a big burst of taste with their five exciting flavors – the classic Original, zesty Sour Cream & Onion, fiery Hot & Spicy, smokin’ Flaming BBQ and tangy Tomato Tornado.

Recently, Chipster launched a new exciting range of Cassava Chips, available in 3 flavors : Hot Shot, Pepper Rapper and Cheesy Love.

6.2 – Indirect Competitors

Cadbury

Cadbury is a British confectionery company owned by Mondelēz International and is the industry's second-largest globally after Mars, Incorporated. Cadbury was established in Birmingham by John Cadbury in 1824, who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company's workers good living conditions.

Cadbury is best known for its confectionery products including the Dairy Milk chocolate, the Creme Egg, and the Roses selection box. Dairy Milk chocolate in particular, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's bestselling product. Creme Eggs are made available for sale in the United Kingdom from January of each year until Easter, and are the bestselling confectionary product in the country during the period.

Kit Kat

Kit Kat is a chocolate-covered wafer biscuit bar confection that was created by Rowntree's of York, England, and is now produced worldwide by Nestlé, which acquired Rowntree in 1988, except in the United States where it is made under license by The Hershey Company. Each bar consists of fingers composed of three layers of wafer, covered in an outer layer of chocolate. Each finger can be snapped from the bar separately. Bars typically have 2 or 4 fingers. Larger Kit Kat Chunky bars are also popular.

Chapter 7 - SWOT Analysis
7.1 - Strength

•NomNom come out with a range of exciting flavours with convenience handy packaging and this snack can managed people when hunger and provide a much needed energy to their consumer.

•This product is made by Munchy’s company which is Malaysia-based snack manufacturer with presence in over 60 countries around the world.

•This new tasty snack is perfect for kids and adults. Munchy's NomNom range has exciting and zesty flavours for children and adults to satisfy both audiences.

•These snacks come out with 3 different shape which contain of triangle shape, tornado shape and unique claw shape.

•NomNom is come with affordable prices.

•This snack can be easier found in every outlets in East and West Malaysia including major international hypermarket, supermarket chains, and local provision stores.

7.2 – Weakness

•NomNom is a new brand in Malaysia and not much of people awareness on this product.

•This product is lack of promotion and advertising.

•Tough competition with existing snack food brand. Example: Mamee and Twisties.

•The target audience is too wide for this brand and so it makes the promotion are hard to be focus.

• NomNom tornado flaming chili flavour is too spicy and not everyone be able to eat.

7.3 – Opportunities

•Snack category in the industry has been quiet with no new products being introduced in the past 2 year. So this would be the right time for Munchy’s to come out with new snack product into the market.

•NomNom come out with 8 different flavour in 3 different shape, Consumers have more choices to choose their flavour.

•This product lifecycle is still in the intro segment, so this would be the right time to have promotion to let more people know about this brand.

7.4 – Threats

•Tough competition with existing snack food brand.

•Health concern that may lead to obesity.

Chapter 8 - Target Audience
Primary Target Audience

8.1.1 Demographic

Age : 10 - 17

Gender : Male and female

Education : Primary school / Secondary school

Occupation : Student

Income range : RM200 – RM1000

Race &ethnicity : All

Geographic location : Urban area

8.1.2 Psychographic

Perception : People who love to eat sweet food.

Learning : TV commercial, peer influence, family influence

Motivation & needs : They need to fill their stomach in shorter time.

Attitude & Personality : Protect by Parents, get hungry easily and they spend more timein school.

Lifestyle : active and relax

Secondary Target Audience

8.1.1 Demographic

Age : 18 - 25

Gender : Male and female

Education : diploma/degree

Occupation : Student

Income range : RM500 – RM2000

Race &ethnicity : All

Geographic location : Urban area

8.1.2 Psychographic

Perception : People who have freedom to make their food choice.

Learning : TV commercial, peer influence, family influence

Motivation & needs : They need to fill their stomach in shorter time, Meal substitute

Attitude & Personality : get hungry easily, lack of control for food intake, they like to try new thing.

Lifestyle : outgoing, active and relax

Chapter 9 - Market Research
9.1 Market Research

Tesco

Econsave

Giant

9.2 Market Observation

An observation had done in three supermarkets which are Tesco, Econsave and Giant in Seremban. From my observation, I found that the shelves of the NomNom snack are totally full and nobody touches it, except me. Most of customer choose the brand are more well-known such as Twisties, Mamee , Mister potato, supering and Chipster. Because of this brand is lack of promotion, people are not recognizing about this brand and they have no confidence on choosing a new brand.

9.3 – Online Survey

The Online survey was conducted from 7 July 2013 to 14 of July 2013, with a total of 51 participants. The objective of the survey is to investigate on the consumer behavior in the snack food & their perception.

The result of the survey shows that 43% of people have heard about NomNom and 54% of people know this product through supermarket or hypermarket.

1. What is your gender?

2. How old are you?

3. What is your ethnicity?

4. What is your occupation?

5. Where do you live?

6. What is your monthly income?

7. Are you a snacker?

8. Do you like to eat snack food?

9. What type of snack food do you like?

10. What do you think about snack food?

11. What are the thing u looking at before purchasing the snack food?

12. How often do you eat snack food?

13. What is the reason for choosing a snack food?

14. Where did you purchase a snack?

15. What factor those influence you to buy a snack food?

16. Do you know about NomNom snack food?

17. Have you ever heard about NomNom brand before?

18. How it's taste?

19. How did you find out about this brand?

20. Would you give a try or continue purchase after you know about this brand?

21. Besides of NomNom snack food, what other brand do you prefer?

22. What kind of thing that will attract you to choose this snack food?

Chapter 10- Precedent Studies

10.1 Advertising Strategy

Win a movie ticket Contest

NomNom conduct a contest about win a movie ticket by complete the sentence “ We Wants It. We Needs It. Must Have The …. And send it to NomNom Facebook page to stand a chance win a movie ticket.

NomNom Photo contest

NomNom & Menang

Join "NomNom & menang" contest to win prizes worth RM88,888!

NomNom billboard

NomNom TV commercial

This TV commercial was published by Munchy’s company in 2012. This advertisement used funny way which the NomNom cartoon interacted with the people inside the video. This commercial bring the message of don’t ignore NomNom snack.

NomNom Project 1 – How Would Malaysian React if punks cut queue

This is NomNom Project 1: Cutting 'Q' is quite a rebellious Malaysian habit. So there have 3 people wanted to see what happens if punks were sent to cut 'Q' at the Maroon 5 concert. People who are involved in this project will be given a Nom Nom snack as their gift. This is one of the advertising strategies that can improve the brand image of this product and can attract people attention from their action.

10.2 Precedent Studies

Chipster - Print Ads