I believe that everyone has hear about Munchy’s before. Munchy’s, the biscuits brand which you will not stop having once you “crunch”.
To stand out with another strong competitor like Julie’s, Munchy’s uses a number of consumer behavior strategies to market their brand. These strategies includes Just Noticeable Difference (JND) and Nutritional Labelling. This blog will explore Munchy’s use of these concepts.
According to Weber’s Law, an additional level of stimuli-known as the just noticeable difference or j.n.d.-is necessary for the majority of people to perceive that there is a difference between the resulting stimulus and the initial stimulus. This J.N.D, is not an absolute amount, but rather is relative to the intensity of the initial stimulus. (Steaurt et al 1976) Marketer often want to update their existing package design without losing the recognition of loyal customer. (Leon et al 2015）Therefore, they usually make a number of small change, each carefully desgined to fall below the JND so that consumers will preceive only minimal differences between succeeding versions.
You can clearly see this when looking at Munchy’s logo transmission.
Source: http://www.munchys.com/
In this picture, Munchy’s has updated the company’s logo carefully, with the JND in mind and without moving too drastically away from the previous logo that consumers readily recognized. This is to ensure customer still recognizes of their logo even they made a changes such as bold the company name and reduce the amount of circle which covered the Munchy’s logo.
Source:http://www.munchys.com/
Besides of putting effort in logo, Munchy’s does update their packaging to cater the current market preference. The pictures above demonstrate the new packaging of Munhy’s Muzic wafer cube are more colourful and attractiveness. Font is important element of packaging which attract the customer attention. Companies who use best font style have successful in the market. Therefore, Munchy’s has utilise latin font writing in their new packaging which shows more attractive compare to their old packaging.
In addition, Munchy’s also relates to nutritional labelling concept. Nutrition labelling is well-recognised as an important component in helping consumers make healthy food choices . ( G Sack et al 2010) Health and nutrition claims are another method used by manufacturers of delivering information on ‘healthier food’ options. (Alexandra et al 2015). In some cases, the guides are based on different dietary targets for various nutrients than the labels on specific foods.
Munchy’s has demonstrate this in the following video.
Source:https://www.youtube.com/watch?v=oeNUi5kcdn0
The video demonstrate the healthy ingredients used in Munchy’s Oat Krunch like blueberry, strawberry and 40% of oat. It’s obvious that Munchy’s has targeted their Oat Krunch products to health-care person. The people in advertisement apper to be happy and satisfied with simply has her healthy snack with a pack of Oat Krunch.Therefore, Munchy’s is using ‘ Health and nutrition claims ’ by portraying a sense of healthy snack in attempts to get consumers to purchase their products.
By obeying the Malaysia’s law, Munchy’s declare product’s nutrients in per 100 g and per serving.
The nutrition claims on being lower cholesterol in Oat Krunch product can also become a benefit to Munchy’s in order to compete with market leader like Julie’s.
After learning all of this, it’s not hard to tell why Munchy’s is so success in today biscuit’s market!!!
Reference List:
A.J. Mayhew, K. Lock, R. Kelishadi, S. Swaminathan, C.S. Marcilio, R. Iqbal, M. Dehghan, S. Yusuf, C.K. Chow 2015 ‘ Nutrition labelling, marketing techniques, nutrition claims andhealth claims on chip and biscuit packages from sixteen countries’, accessed 21 May 2019 https://www.researchgate.net/publication/274260803_Nutrition_labelling_marketing_techniques_nutrition_claims_and_health_claims_on_chip_and_biscuit_packages_from_sixteen_countries_-_CORRIGENDUM
G Sack, J.L. Veerman,M Moodie & B Swinburn 2010 ‘‘Traffic-light’ nutrition labelling and ‘junk-food’ tax: a modelled comparison of cost-effectiveness for obesity prevention, pp. 1-9, accessed 21 May 2019 https://www.nature.com/articles/ijo2010228
L.G. Schiffman, J.L. Wisenblit 2015 ‘ Consumer Behavior Eleventh Edition’, accessed 21 May 2019
S. Henderson Britt, V.M. Nelson 1976 ‘The marketing importance of the “Just Noticeable Difference”’ , vol. 19, issue 4, pp. 38-40, accessed 21 May 2019 https://www.sciencedirect.com/science/article/pii/000768137690063X
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