Monster munch research

Brand History Monster Munch is a baked corn snack aimed at children, available in the United Kingdom and other regions, including Africa. Flavours include Roast Beef and Pickled Onion.

Smiths Monster Munch (1977-1995) Launched in Britain by Smiths. It was originally called “Prime Monster” and was advertised as “The Biggest Snack Pennies Can Buy” - in reference to the large size of the crisps – each pack featured a different monster on the front of the packet. The snack was supported by a “Monster Munch Club”, whose members received a “Monster Munch Munchers” membership pack which included a membership card, pen, several story books, and a story tape which included six “tall stories: and accompanying songs. By late 80’s there were four main monsters featured on the packaging, although originally a total of six featured in the advertising. Was available in a variety of different flavours over the years including Roast Beef, Pickled Onion, Saucy Tomato, Bacon, Cheese & Onion, King Prawn and Salt & Vinegar.

Pickled Onion has remained in the selection throughout the years, with Roast Beef appearing in almost every combination.

By the 1990s the four main flavours available were Pickled Onion, Roast Beef, Smokey Bacon and Saucy.

The original Monster Munch used two different snack shapes, related to two of the Monsters. The shape known as a "monster paw" that is still used today has long been the subject of dispute over whether it represents a paw or, instead, the eye and lashes of a monster. The other represented the gangly, long-tongued pink monster: circular with two bumps on the top for eyes, protrusions on either side and a tongue dangling down. For a limited time in the early 1990s, there were also spider-shaped Monster Munch with a smokey bacon flavour. A short-lived range of Monster Munch themed drinks - Monster Fizz - was available in the 1980s. The small range of flavours included orangeade.

Walkers Monster Munch (1995-2008) In 1995 the Monster Munch brand was taken over by Walkers who re-launched them with a range of four flavours.

One of the most significant changes, was that the crisps were much smaller than before and the monster characters were also redesigned. Walkers relaunched Monster Munch with five flavours: Pickled Onion, Beef Burger, Spaghetti Sauce, Flamin' Hot and Roast Beef. Since then, the range of flavours has changed several times, such as Cheesy replacing Spaghetti Sauce (and the Blue Monster being recoloured yellow). A wide range of Tazos, featuring images of the monsters, was produced, with one Tazo included in each bag.

Original Monster Munch (2008-present) In September 2008 Walkers re-launched Monster Munch, based on the original Monster Munch from the Smiths days. The crisps have returned to their original larger size, and the packs include retro designs based on the original packs, featuring three of the original four monsters. "Roast Beef" flavour features the Pink Monster as originally, "Pickled Onion" features the Yellow Monster and "Flamin' Hot" is marketed with the Blue Monster. The orange monster was not brought back. A Mega Monster Munch website was launched to coincide with the relaunch.

Limited editions Throughout the years there have been several limited edition flavours available for a short period of time. A "Baked Bean" flavour was made available in 2003 for Comic Relief. A "Vanilla Ice Cream" flavour was released in 2004, and was received with mostly negative reaction. This type of monster munch was non-savoury, and it contained sugar instead of salt. There were also variants that could turn the consumer's tongue a different colour. This usually meant the tongue was turned blue, though a variant that could turn the tongue either blue or green was available for a time. A Product Called "Mega Monster Munch Webs" was sold starting from Halloween 2013 and came in a bacon flavour. This product has been popular enough be released every halloween after that.

Target Audience Walkers is bringing back original Monster Munch specifically for the impulse channel to help drive further growth in the single serve bagged snacks sector which is worth £163 million in impulse, +2.4% year on year. It is targeted at adults and was taken following consumer research, which revealed huge nostalgia for this iconic brand. In fact it’s the number one snack for fun and hunger fill amongst men aged 18-24. The research showed a preference for the old texture, flavour, crunchiness and the larger piece size of the corn snack. This activity will not only appeal to this core 18-24 target consumer, but also to a broader audience who remember eating Monster Munch in the 70s, 80s and 90s.

Our research has proven that consumers absolutely love Monster Munch the way they used to be and want to be able to buy them in their local store. Monster Munch is already a bestseller in the impulse channel and this re-launch will provide retailers with monster sales! Make sure you stock up and use POS material to ensure high visibility in-store.”

Audience Research: The targeted audience is mainly children and adults who would have consumed or baught the product when they were younger and would now buy it because they would have that nostalgic feeling and would want to have their childhood back, wanting to live that once again. Which we can see in the use of the words of Dominic South where he said he believes that the consumers only appreciate nostalgic things “because consumers appreciate things that remind them of old times, especially of their childhoods”. This would therefore suggest that they are aiming on a particular target audience other than children, which are adults.

Further info about the ad: Monster Munch crisps have become the latest product to be relaunched in an attempt to ride a wave of 1980s nostalgia. Mr South said he believed that eighties products were popular again "because consumers appreciate things that remind them of old times, especially of their childhoods" The producers of this brand, believe that the consumers only appreciate things that may be special to them, in other words things that remind them of old times, especially their childhoods. This could therefore refer to the idea of the advertisers using nostalgia as a main and the most important technique in the advert in order to grab the attention of the audience and in order to persuade them. http://www.telegraph.co.uk/news/uknews/3110135/Monster-Munch-crisps-relaunched.html https://www.linkedin.com/pulse/monster-munch-attack-zombie-joe-goyder

SWOT analysis

They are affordably priced as one particular audience is mainstreamers, therefore successfully targets audience.

Has limited editions which would target a wider range of audience, being successful for the brand/product itself.

Easy for the consumer to buy, can find it in their corner shop for a suitable price.

Strengths

Easy to find in markets.

Available and suitable for everyone.

-Flamin’ hot -Pickled onion -Roast beef Has a wide range of flavours available for the consumer.

Successfully targets adults through the use of nostalgia.

Is colourful successfully targeting it’s target audience which is mainly children.

Successfully targets children also through the use of the “monsters” on the packaging.

Also successfully targeting males through the idea of the monsters as males tend to want to be big and monster like.

May be seen as unhealthy for children which could decrease the sales as parents would not want their children consuming the product.

Most people may agree and believe that the product itself smells a lot, therefore most people do not buy it due to its smell.

Used to be cheaper in the previous years, now a packet could Audience could have a even cost ÂŁ1. weakness for the different flavours and tastes of the product.

Weakness

The size of the crisp itself used to be bigger when it first came out, it then reduced sizes but due to complaints the size was then once again made bigger.

The product used to have more flavours available which would have been much more successful in targeting a higher range of audience as there would be more people wanting to buy the different flavours.

They have managed to target a wider range of audience through: Expand in size, - A variety of flavours may be seen as an - Targets children through the brightly coloured opportunity for the packets consumer as they - Targets children once again through the are having more of monster characters on the packet - cartoon what they love. like - Targets adults as it is a product produced first in the year 1977, therefore adults especially would want to consume the product as they The flavours would be may have the nostalgic/emotional connection Opportunities able to get a wider range with the product of audience.

- The sue fo the nostalgic/emotional connection therefore may also make the parents want to buy the product for their children, in order for them to feel the possible The audience would be much wider than great things they may have felt, in order for when it was first produced, as it has them to actually taste the great taste of the started tarking the nostalgic (emotional) product, most parents tend to like the idea of side of adults and parents who may their children doing things they used to do have consumed the product while they - Also targets more males due to the monsters were younger. on the packet as they tend to be the people

One threat could be the change of price from when it first came out. I had seen on one of the adverts that a packet of the Monster Munch crisp had costed 7p at the time, however now it has increased up to ÂŁ1 depending on the size of the pack.

This may make the mainstreamer audience not want to buy the product as it may be a bit too expensive or not worth buying.

Threats

Many other competitors around the UK -other walkers products (crisps) -pringles -doritos -

One threat could be that it is a snack therefore may be seen as unhealthy for children and one of the targeted audiences which are the parents and adults, may not want their children, nieces/ nephews etc consuming the product as it will not be healthy for them.