Brand Audit of Waiwai

2285 Words Mar 20th, 2011 10 Pages
Introduction of Wai Wai
Chaudhary Group (CG) is the largest private corporate house in Nepal having diversified interests across various sectors. It was established in 1935, by Mr. Bhuramull Chaudhary as a shop in the New Road (Currently), CG at present is a conglomerate of over 40 businesses, with investment outlay of over $250million. CG started to produce Wai Wai in collaboration with Asian Thai Food in 1977 A.D. This company now produces varieties of noodles like: Wai Wai Chicken, Wai Wai Vegetarian, Wai Wai Tandoori, Wai Wai Tomyam, Wai Wai Tenz, Wai Wai Mutton, Wai Wai Spinach, Wai Wai Quick, Wai Wai Quick Schezwan, Wai Wai Quick Manchurian, Wai Wai Quick Chicken Pizza, Wai Wai Quick Kimchi, Wai Wai Cup Noodles (chicken and
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Wai Wai also plays a significant role in the economy of the country. It is not only the No. 1 brand of noodles but of overall Nepal which means it contributes whole sum of revenue to the GDP of the nation. It has a 70 % market share in the noodle segment and that itself speaks about the healthy profits that it enjoys.

Price premium:
Wai wai is the market leader in the noodles sector commanding a price premium for its products. As we all know there are a lot of factors that are actually taken into consideration as pricing is a tricky affair. But we believe that quality dictates price and this holds true for a brand like wai wai. Not only that, wai wai also dictates the price for its competitors to follow like Mayos and Miho.

3. Brand management audit:
Differentiation strategy of Wai Wai Noodle from that of its competitor brands are:

Product Differentiation: * Positioning
Positioning refers to the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. Wai Wai now is serving its customer with its service since 25 golden years. Hence, all its customer identify it as one of the oldest and trustworthy brand which is making a reminder through its activities as advertisement and promotional campaign as giving scholarship to the students of gyanodaya school and preparing for the visit of the student from various school.
Even though there are many competitors that have

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