Social Media Plan for Munchy's Malaysia

piki ツ
Aug 1, 2023
2 min read

Selected product:

Munchy's Oat Krunch Breakfast Dark Chocolate With Blueberry

Munchy’s Oat Krunch Breakfast Dark Chocolate with Blueberry Biscuit is a new healthy breakfast option, first released on 13 March 2023. Designed for those seeking a healthier lifestyle, this product offers multiple health-benefiting features. The product is made from healthy fine oats, whole grains rich in fibre, vitamins, and minerals that help maintain a healthy diet.

Situational Analysis

Strengths It has seven different varieties of products Broad target audiences Affordable price Strong brand recognition in Malaysia The most preferred domestic Malaysia biscuit brand	Weaknesses Limited promotional activities on its product on social media on Facebook and Instagram. Lack of awareness among customers about its newly released products. Engagement on Facebook and Instagram posts is lower than 10% of its followers based on the Inflact analytics tool. Low posting frequency on social media. Limited social media accounts, only on Facebook, Instagram and YouTube.
Opportunities Won the World Branding Awards in the biscuit and snack categories for five consecutive years, from 2019 to 2023 The demand for convenient and nutritious snack choices is rising High reputation and credibility Munchy’s products are anywhere online such as Lazada and offline store	Threats Numerous well-established and renowned biscuit brands such as Julies have already captured a significant share of the market The upcoming cancellation of sugar subsidies from the government was announced during the tabling of the Budget 2024.

Target Audiences / Key Stakeholders

1) Students and Working Adults

2) Health-Conscious Consumers

3) Snack Enthusiasts

4) Families

New media strategies & New media tactics and execution

1)The use of Influencer

Leveraging the influence of social media influencers, who have a wide range of followers, each with unique interests and demographics, can be a highly effective tool to promote our product on social media. By enlisting their support to promote our product, we have the potential to reach a broad and varied target audience, thus increasing the product's exposure and market reach. Moreover, influencers may have some loyal followers who will trust the influencer and make purchases based on the influencer's recommendations. This has the multiple benefits of not only boosting our product sales but also further amplifying the visibility of our brand.

Besides, every influencer will be provided with a unique link or offer code for their followers or audience to purchase the product. The discount would be RM5 off with a minimum spend of RM20 for the selected product, the Oat Krunch Breakfast Dark Chocolate With Blueberry biscuit on the Lazada official site. This can attract the intended audience to make a purchase while also preventing them from using the voucher to purchase other items, ensuring that the promotion effectively promotes the specific product, Oat Krunch Breakfast Dark Chocolate With Blueberry Biscuit.

2) Social Media Hashtag Campaign, #OKDarkChocBerryGood

By using the hashtag #OKDarkChocBerryGood, we encourage individuals to share their breakfast experiences with our product, thereby fostering a sense of community and increasing the exposure of the product. The benefit of this hashtag campaign lies in its cost-effectiveness, as it utilises the power of user-generated content to provide free and extensive advertisement. By encouraging our customers to share their breakfast moments with the hashtag, we leverage the power of peer-to-peer recommendations, a great marketing strategy. Consumers can look into peer reviews by clicking on the hashtag, and they are more likely to believe peer recommendations and experiences than hard selling or promotion by the brand itself.

In addition to sharing their breakfast moments, users participating in the #OKDarkChocBerryGood campaign can also contribute to a worthy charity. For every 15 hashtags used, we will donate a 416-gram pack of our wholesome Oat Krunch biscuits to orphanages and elderly care homes. There are many reasons to support this charitable initiative. Firstly, it aligns our brand with a caring image, demonstrating our dedication to social responsibility. Secondly, it highlights that our product, which is oat-based and nutritious, is not only a treat but a healthy choice suitable for people of all ages, from children to the elderly. This message reinforces our product's suitability for families and its place in a healthy diet.