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MARKET Lauded as Malaysia’s No.1 homegrown biscuit brand*, Munchy’s is renowned for its expertise in producing all sorts of delicious biscuits, crackers and wafers. It proudly holds number one** industry positions in the oat-based biscuit, wafer bar, and assortment biscuit segments, both in terms of volume and value. The company employs a workforce of more than 1,300 people, and boasts state-of-the-art manufacturing and warehousing facilities that cover more than 400,000 square feet in Batu Pahat, Johor, Malaysia. In 2011, Munchy’s acquired Kellogg’s biscuit business in Shandong, China. Supported by a manufacturing plant in Yishui, it is the second largest biscuit business in the province. Driven by a mission to provide fun, cheeky, ‘yummy-licious’, affordable biscuits and wafers to everyone in the world, Munchy’s has successfully grown beyond Malaysia’s borders. It has offices in Malaysia, Shanghai and Qingdao, and sells its popular products in over 50 countries across Asia Pacific, the Middle East, Africa, Europe, as well as North and South America. * & ** Source: Nielsen Retail Index Corporate Value Share, MAT June 2014 ACHIEVEMENTS As a food company reputed for continuous innovation and product improvement, Munchy’s has received numerous awards and certifications. It has been conferred Superbrands status every year since 2003, and in 2006 it was entered in the Malaysia Book of Records for being the ‘Largest Wafer Manufacturer’. Other notable awards include the HR Excellence Award; the Brand Equity Award; Malaysia Good Design Awards; Microsoft Dynamics Hero Awards; the Malaysian Institute of Food Technology Product Innovation Platinum Award; the Taste of Malaysia Award from Tesco, London; the Star Outstanding Business Award; the Reader’s Digest Trusted Brand Award; as well as four Brand Laureate Awards, and four Putra Brand awards. The company’s commitment to quality is also evident in the certifications it has obtained with respect to maintaining high operating standards; these include, ISO 9001:2008, ISO 22000:2005, HACCP certification, the British Retail Consortium Standard, and the Japan Good Design Mark. HISTORY Founded in 1991 by two visionary brothers, Munchy’s got its humble start in a 3,000 sq ft annexed building in Batu Pahat, Johor, Malaysia. Its first piece of equipment was a second- hand, single line wafer stick machine valued at RM80,000. The determined and relentless efforts of its founders have helped Munchy’s expand into two significant entities: its manufacturing arm, Munchy Food Industries Sdn Bhd; and MunchWorld Marketing Sdn Bhd, a full-fledged marketing services company, and sole distributor of Munchy’s products. PRODUCT The Munchy’s portfolio boasts a wide range of products that includes wafer cubes, crackers, biscuits, wafer rolls, wafer sticks (coated and uncoated), cream sandwich biscuits, cookies and plain sweet biscuits. The brand is trusted for its high quality and food safety standards, which are achieved through strict verification procedures. Inspections are carried out on raw materials, work-in-progress, as well as on the end products, which are regularly sent to accredited external laboratories for chemical and microbiological tests. The company demonstrates an unwavering commitment toward implementing the best technology and systems, in order to achieve the highest product quality. This has led to investments in equipment and facilities that range from fully- integrated conveyer systems, to state-of the art warehouses. As Government of Malaysia focuses on turning the nation into an international Halal Hub, Munchy’s has made it a priority to ensure every one of its products complies with Halal standards. This means that all supply chain and manufacturing processes are meticulously reviewed by a Halal Committee. All Munchy’s products made in Malaysia and China are Halal certified by JAKIM in Malaysia and JAKIM accredited certification bodies overseas. Munchy’s as a brand has been established for more than 20 years and in that time an additional 4 Power Brands, namely Oat Krunch - “Malaysia’s No. 1 Oat Based Cookie” (Source: Nielsen Retail Index Corporate Value Share, MAT June 2014), Lexus, Muzic and Captain Munch, have been nurtured and flourished. RECENT DEVELOPMENTS LEXUS, Munchy’s top selling sandwich crackers, was recently rejuvenated with a fresh and bold new brand packaging. Its premium new look emphasizes how Munchy’s strives to continually bring world-class quality products to consumers at a very affordable price. Besides the packaging change, the recipe for LEXUS sandwich crackers has been further improved. Consumers enjoy richer and creamier fillings between the crunchy crackers. LEXUS is a unique sandwich cracker that has a combination of sweet and savoury flavour that gives a delicious explosion in the mouth. The launch of Oat Krunch defies the conventional belief that “What tastes good can’t be good for your body”. Oat Krunch offers a delicious, fun and tasty cookie that promises the health-conscious, the trendy and those who are always on the move, a snack that is both healthier and divinely satisfying for the body. It comes in convenient packs and is available in 4 variants - Chia Seed, Chunky Hazelnut, Strawberry & Blackcurrants and Dark Chocolate. Oat Krunch is now “Malaysia’s No. 1 Oat Based Cookie” (Source: Nielsen Retail Index Corporate Value Share, MAT June 2014). MUZIC Wafer Cubes range recently refreshed its packaging and vastly improved its recipe after conducting research groups to understand and answer to its consumer need. MUZIC is a great companion that uplifts the dull moments of consumers to a fun moment at anytime, anywhere. MUZIC has recently launched 2 different pack sizes to cater for the consumers who are on the go and Muzic Multipacks for sharing pleasure, anytime, anywhere whereby it is individually wrapped single bite sizes. MUZIC is a brand that is a great companion especially when shared among friends and family in any happy moments and occasions. Every bite of MUZIC ignites the synapses of fun, taste and adventure all at once. Munchy’s dip size cracker is another innovation that proudly proclaims its understanding of consumer preference. Knowing how consumers all over the world love to dunk their crackers into a hot beverage, Munchy’s cream crackers have been cleverly reshaped to fit perfectly into the mouth of a mug. Consumers can now enjoy dunking straightaway, without having to snap the crackers first and avoid creating crumbs. Munchy’s understanding of consumer needs in today’s fast paced world inspired the creation of its food that can be eaten on-the- go. Most of its products come in sachet pack to give consumers convenience and freshness in every serving. The sachet pack is also an excellent solution for consumers looking for portion control in snacking. PROMOTION Munchy’s believes in strong and effective brand building. It achieves this objective through strategic consumer-led communications and promotions that focuses on through-the- line activities such as advertising on traditional media, digital advertising, prints and in store activation and promotions. Oat Krunch, in partnership with Astro Ria, has embarked on a 12-episode reality TV programme called ‘Meletop!’ that aims to create awareness about making healthy food choices as part of everyday life. It stars three popular local celebrities Fizo Omar, Diana Danielle and Hanis Zalikhahas. Each episode features useful lifestyle and healthy-eating tips from the famous Malaysian Consultant Dietician, Indra Balaratnam, who invites viewers to adopt healthier eating habits. Primary ingredient in Oat Krunch range – oats – its benefits are known to reduce cholesterol and provide as an anti-depressant. Oat Krunch launched the ‘Eat Healthy Be Healthy’ campaign in collaboration with the Federation of Private Medical Practitioner’s Association, Malaysia (FPMPAM); a national body comprises 5000 doctors in Malaysia to contribute to the quality of private health. FPMPAM’s endorsement of the campaign enables Oat Krunch to also play a part in contributing to a healthier community by providing them with a healthier choice. Lexus, the popular cream sandwich cracker brand, has embarked on its own fully integrated marketing campaign featuring TV commercials, social media advertising, nationwide in-store sampling, and exciting shop-front consumer engagement activities. BRAND VALUES The company ’s brand promise of ‘colouring moments with cheeky fun’ is reflected in all its activities, both internal and external. This can be seen in products; in work premises; and all the way through to corporate culture. The name is derived from the mandarin term ‘Mai Qi’. ‘Mai’ means flour or wheat, and ‘Qi’ refers to the magical quality of delicious wafers, made from only the finest ingredients. In 2011, the company acquired Kellogg’s biscuit business in China, which happened to be the second largest biscuit business in Shandong, China. The brand’s products can be found in more than 50 countries around the world, and that number continues to grow! THINGS YOU DIDN’T KNOW ABOUT MUNCHY’S With a strong belief that Munchy’s is set apart from the rest, this differentiation has been the cornerstone of the company’s success. As an example, the corporate logo is a reflection of the company’s fun, bold positioning. In efforts to demonstrate how delicious the products are, the font is styled with bite marks that are intended to encourage consumers to “BITE ME!” That is also the corporate tagline. The colour red in the logo symbolises the soul of the company – ‘Bold’, ‘Energetic’, ‘Adventurous’, constantly ‘Ready to Go’ – and to immediately spring into action wherever there may be an opportunity. www.munchys.com | SUPERBRANDS VOLUME VIII 44 MALAYSIA’S STRONGEST BRANDS | 45

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Page 1: - malaysia.superbrandsmena.commalaysia.superbrandsmena.com/pdf/pdffile1450597126.pdf · wafer bar, and assortment biscuit segments, ... Supported by a manufacturing plant in Yishui,

MARKETLauded as Malaysia’s No.1 homegrown biscuit brand*, Munchy’s is renowned for its expertise in producing all sorts of delicious biscuits, crackers and wafers. It proudly holds number one** industry positions in the oat-based biscuit, wafer bar, and assortment biscuit segments, both in terms of volume and value.

The company employs a workforce of more than 1,300 people, and boasts state-of-the-art manufacturing and warehousing facilities that cover more than 400,000 square feet in Batu Pahat, Johor, Malaysia. In 2011, Munchy’s acquired Kellogg’s biscuit business in Shandong, China. Supported by a manufacturing plant in Yishui, it is the second largest biscuit business in the province.

Driven by a mission to provide fun, cheeky, ‘yummy-licious’, affordable biscuits and wafers to everyone in the world, Munchy’s has successfully grown beyond Malaysia’s borders. It has offices in Malaysia, Shanghai and Qingdao, and sells its popular products in over 50 countries across Asia Pacific, the Middle East, Africa, Europe, as well as North and South America.* & ** Source: Nielsen Retail Index Corporate

Value Share, MAT June 2014

ACHIEVEMENTSAs a food company reputed for continuous innovation and product improvement, Munchy’s has received numerous awards and certifications. It has been conferred Superbrands status every year since 2003, and in 2006 it was entered in the Malaysia Book of Records for being the ‘Largest Wafer Manufacturer’. Other notable awards include the HR Excellence Award; the Brand Equity Award; Malaysia Good Design Awards; Microsoft Dynamics Hero Awards; the Malaysian Institute of Food Technology Product Innovation Platinum Award; the Taste of Malaysia Award from Tesco, London; the Star Outstanding Business Award; the Reader’s Digest Trusted Brand

Award; as well as four Brand Laureate Awards, and four Putra Brand awards.

The company’s commitment to quality is also evident in the certifications it has obtained with respect to maintaining high operating standards; these include, ISO 9001:2008, ISO 22000:2005, HACCP certification, the British Retail Consortium Standard, and the Japan Good Design Mark.

HISTORYFounded in 1991 by two visionary brothers, Munchy’s got its humble start in a 3,000 sq ft annexed building in Batu Pahat, Johor, Malaysia. Its first piece of equipment was a second-hand, single line wafer stick machine valued at RM80,000.

The determined and relentless efforts of its founders have helped Munchy’s expand into two significant entities: its manufacturing arm, Munchy Food Industries Sdn Bhd; and MunchWorld Marketing Sdn Bhd, a full-fledged marketing services company, and sole distributor of Munchy’s products.

PRODUCTThe Munchy’s portfolio boasts a wide range of products that includes wafer cubes, crackers, biscuits, wafer rolls, wafer sticks (coated and uncoated), cream sandwich biscuits, cookies and plain sweet biscuits. The brand is trusted for its high quality and food safety standards, which are achieved through strict verification procedures. Inspections are carried out on raw materials, work-in-progress, as well as on the end products, which are regularly sent to accredited external laboratories for chemical and microbiological tests. The company

demonstrates an unwavering commitment toward implementing the best technology and systems, in order to achieve the highest product quality. This has led to investments in equipment and facilities that range from fully-integrated conveyer systems, to state-of the art warehouses.

As Government of Malaysia focuses on turning the nation into an international Halal Hub, Munchy’s has made it a priority to ensure every one of its products complies with Halal standards. This means that all supply chain and manufacturing processes are meticulously reviewed by a Halal Committee. All Munchy’s products made in Malaysia and China are Halal certified by JAKIM in Malaysia and JAKIM accredited certification bodies overseas.

Munchy’s as a brand has been established for more than 20 years and in that time an additional 4 Power Brands, namely Oat Krunch - “Malaysia’s No. 1 Oat Based Cookie” (Source: Nielsen Retail Index Corporate Value Share, MAT June 2014), Lexus, Muzic and Captain Munch, have been nurtured and flourished.

RECENT DEVELOPMENTSLEXUS, Munchy’s top selling sandwich crackers, was recently rejuvenated with a fresh and bold new brand packaging. Its premium new look emphasizes how Munchy’s strives to continually bring world-class quality products to consumers at a very affordable price. Besides the packaging change, the recipe for LEXUS sandwich crackers has been further improved. Consumers enjoy richer and creamier fillings between the crunchy crackers. LEXUS is a unique sandwich cracker that has a combination of sweet and savoury flavour that gives a delicious explosion in the mouth.

The launch of Oat Krunch defies the conventional belief that “What tastes good can’t be good for your body”. Oat Krunch offers a delicious, fun and tasty cookie that promises the

health-conscious, the trendy and those who are always on the move, a snack that is both healthier  and divinely satisfying for the body. It comes in convenient packs and is available in 4 variants - Chia Seed, Chunky Hazelnut, Strawberry & Blackcurrants and Dark Chocolate. Oat Krunch is now “Malaysia’s No. 1 Oat Based Cookie” (Source: Nielsen Retail Index Corporate Value Share, MAT June 2014).

MUZIC Wafer Cubes range recently refreshed its packaging and vastly improved its recipe after conducting research groups to understand and answer to its consumer need. MUZIC is a great companion that uplifts the dull moments of consumers to a fun moment at anytime, anywhere. MUZIC has recently launched 2 different pack sizes to cater for the consumers who are on the go and Muzic Multipacks for sharing pleasure, anytime, anywhere whereby it is individually wrapped single bite sizes. MUZIC is a brand that is a great companion especially when shared among friends and family in any happy moments and occasions. Every bite of MUZIC ignites the synapses of fun, taste and adventure all at once.

Munchy’s dip size cracker is another innovation that proudly proclaims its understanding of consumer preference. Knowing how consumers all over the world love to dunk their crackers into a hot beverage, Munchy’s cream crackers have been cleverly reshaped to fit perfectly into the mouth of a mug. Consumers can now enjoy dunking straightaway, without having to snap the crackers first and avoid creating crumbs.

Munchy’s understanding of consumer needs in today’s fast paced world inspired the creation of its food that can be eaten on-the-go. Most of its products come in sachet pack to give consumers convenience and freshness in every serving. The sachet pack is also an excellent solution for consumers looking for portion control in snacking.

PROMOTIONMunchy’s believes in strong and effective brand building. It achieves this objective through strategic consumer-led communications and promotions that focuses on through-the-line activities such as advertising on traditional media, digital advertising, prints and in store activation and promotions.

Oat Krunch, in partnership with Astro Ria, has embarked on a 12-episode reality TV programme called ‘Meletop!’ that aims to create awareness about making healthy food choices as part of everyday life. It stars three popular local celebrities Fizo Omar, Diana Danielle and Hanis Zalikhahas. Each episode features useful lifestyle and healthy-eating tips from the famous Malaysian Consultant Dietician, Indra Balaratnam, who invites viewers to adopt healthier eating habits.

Primary ingredient in Oat Krunch range – oats – its benefits are known to reduce cholesterol and provide as an anti-depressant. Oat Krunch launched the ‘Eat Healthy Be Healthy’ campaign in collaboration with the Federation of Private Medical Practitioner’s Association, Malaysia (FPMPAM); a national body comprises 5000 doctors in Malaysia to contribute to the quality of private health. FPMPAM’s endorsement of the campaign enables Oat Krunch to also play a part in contributing to a healthier community by providing them with a healthier choice.

Lexus, the popular cream sandwich cracker brand, has embarked on its own fully integrated marketing campaign featuring TV commercials, social media advertising, nationwide in-store sampling, and exciting shop-front consumer engagement activities.

BRAND VALUESThe company ’s brand promise of ‘colouring moments with cheeky fun’ is reflected in all its

activities, both internal and external. This can be seen in products; in work premises; and all the way through to corporate c u l t u r e .

• The name is derived from the mandarin term ‘Mai Qi’. ‘Mai’ means flour or wheat, and ‘Qi’ refers to the magical quality of delicious wafers, made from only the finest ingredients.

• In 2011, the company acquired Kellogg’s biscuit business in China, which happened to be the second largest biscuit business in Shandong, China.

• The brand’s products can be found in more than 50 countries around the world, and that number continues to grow!

THINGS YOU DIDN’T KNOW ABOUT MUNCHY’S

With a strong belief that Munchy’s is set apart from the rest, this differentiation has been the

cornerstone of the company’s success.

As an example, the corporate logo is a reflection of the company’s fun, bold positioning. In efforts to demonstrate how delicious the products are, the font is styled with bite marks that are intended to encourage consumers to “BITE ME!” That is also the corporate tagline. The colour red in the logo symbolises the soul of the company – ‘Bold’, ‘Energetic’, ‘Adventurous’, constantly ‘Ready to Go’ – and to immediately spring into action wherever there may be an opportunity.

www.munchys.com

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