KATHMANDU: One of the first brands that a child recalls in our part of the world is Wai Wai. Most of us have fond memories of trying to muffle the noise of the wrapper while crunching on raw Wai Wai either in classroom or hostel dormitory after light outs. The fact that Wai Wai has always been there during hunger pangs has given it the brand equity that
The prime strength of the brand lies in the product and the great value addition it is able to deliver at a very reasonable price, making it a utility rather than a mere consumption good. The original Wai Wai brown noodles with the onion oil, the tastemaker and the chilli powder are a very convenient and on-the-go food. The crush-mix-eat chronological order of consumption is a blessing at times when one does not have the time or the resources to cook a plate of noodles. The fact that the same noodles can be cooked and dressed with various add-ons like vegetables, sausages, et cetera gives the product a broader spectrum of utility and acceptance.
On the marketing front, the brand enjoys cons-iderable visibility, making Wai Wai a household name. From advertising unity in diversity in commercials to promoting child education, Wai Wai brand has always been in the forefront of promoting and fostering ‘Nepali’ pride. Given its global reach, Wai Wai has grown to become one of the best exports and representative of the Nepali spirit. The global marketing and distribution of the product has had a positive spiral effect on the brand.
The Wai Wai brand today enjoys a position of ‘quality and convenience’ in the minds of consumers. It is a product that has promised and delivered good quality hygienically packed tasty portions that are available in the remotest corners of Nepal. The widespread distribution and availability of the brand for few decades is one of its most important ‘value prepositions’. Also, the ‘ready-to-eat out of packet’ or ‘cook-in-minutes’ concept has made it very popular among a wide spectrum of consumers.
It is without doubt that Wai Wai is a brand that derives most of its brand equity from the product. So as long as the noodles continue to bring a spark to the eyes of the packet holder, the brand will continue its upward ascent.
(The author is associated with the Chaudhary Group and can be contacted at firstname.lastname@example.org)