Munch wafer covered with delicious chocolayer is the largest distributed brand in its category. The product was launched in the market in 1999 by Nestle to counter the brand Picnic from Cadbury. The new campaign of Munch focuses on the great crunchy taste. Endorsements by bollywood stars add more publicity and color to the brand name of the company and Nestle India has signed up Rani Mukherjee to endorse its chocolate brand Nestle Munch. The ad film of Munch was created by J Walter Thompson and the brand is promoted heavily across the visual media.
Nestle Munch sells at Rupees 5 per piece. With widespread sales in metros and in smaller towns, the product has become the largest selling SKU in the chocolate and wafers category. It is the second largest brand in the chocolate based confectionery segment in India.
Munch is placed as a tasty brand and the brand is an outcome of the intense war between Kit Kat and Perk. The war between Kit Kat and Perk resulted in a standoff situation and the category itself became stagnant. Then Nestle introduced Munch as a price warrior and at a price of only rupees 5, the brand became a blockbuster success cannibalizing Kit Kat and pushing Perk to launch a low priced variant.
The main factor behind the success of the brand was the price factor. Rupees 5 always stirred up the customers to purchase it. The quantity was just right for the price and apart from it, parents will have a kind of feeling that kids are not eating too much chocolate.
The bubbly girl with her sparkling smile, husky voice and twinkling eyes, Rani Mukherjee, won a place in the hearts of the Hindi moviegoers. She made her debut in bollywood with the movie 'Raja Ki Aayegi Baraat' in 1996. Apart from that, Rani is an active performer in numerous stage shows. She is also the brand ambassador for various products. She received great honor and admiration for her role as a deaf-blind girl in the film 'Black' (2005) as well as numerous awards for her memorable performance, establishing herself as a leading actress in bollywood.
According to the words of Mr. Carlo Donati, the Chairman and Managing Director of the company, "Nestle Munch at Rs 5 is already the largest selling SKU in the chocolate and wafers category with sales in metros as well as smaller towns. I am happy that as the brand ambassador Rani Mukherjee complements the popularity of the Munch brand. Like the brand, her star appeal cuts across age, town, class and SEC".
Online information on Munch is provided by sitagita.com.
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