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Knorr Final

Knorr Final

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Published by imbree
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Published by: imbree on Apr 05, 2010
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Marketing Plan of Knorr Pasta
Marketing Management Course
April 08, 2010Prepared By,Muhammad Tahir khan (2908)Syed Hassan Raza TaqviSyed Mukarram HussianBadar JiwaniSubmitted to,Sir Sanatullah
 
Marketing Management Report on Knorr Pasta
Table of Contents
..........................................................................................................................................
1Introducing Knorr Pasta.................................................................................1
Term Paper on the Launch Strategy of Knorr Pasta............................................1
Table of Contents............................................................................................2Background....................................................................................................4
About Knorr..................................................................................................4
Passion for Flavor ................................................................................................................4Key Facts .............................................................................................................................4
Product Concept & Proposition.......................................................................6
About Pasta..................................................................................................6The Instant Pasta Concept..............................................................................6
Target Market Analysis...................................................................................7
Target Segment Identification (Ideal Consumer Profiling)...................................7
Demographics ......................................................................................................................7Psychographics ....................................................................................................................7Consumer/Buyer Behavior ...................................................................................................7
Market Potential............................................................................................8
Symbols ...............................................................................................................................8Calculating N ................................................................................................................................8Determining Q ....................................................................................................9Determining P ......................................................................................................................9
Competitive Positioning................................................................................10
Brand Values...............................................................................................10Positioning Statement...................................................................................10
SWOT Analysis..............................................................................................11BCG Matrix....................................................................................................12Financial Forecasts.......................................................................................13
During Test Marketing Period.........................................................................13
Test Market Details ............................................................................................................13Socio Economic Classification ............................................................................................13Test Market Potential .........................................................................................................13Assumptions ......................................................................................................................13Price ..................................................................................................................................13
Post Test Marketing ....................................................................................14Revenue and Operating Profit Projections............................................................15
Basic Parameters ........................................................................................................................15Forecasted Sales (Units) .....................................................................................15Forecasted Sales (Rs.) .......................................................................................................15Forecasted Operating Profit ...............................................................................................15
Pricing Strategy............................................................................................16Distribution & Sales Strategy........................................................................16Background: Knorr’s Brand Strategy Today..................................................18Communication Campaign............................................................................19
Campaign Objectives........................................................................................19Communication Message .............................................................................19
Advertising Strategy.....................................................................................20
Electronic Media .........................................................................................20Press Media.................................................................................................20Out of Home (OOH) Media............................................................................20
Page 2 of 27 
 
Marketing Plan on Knorr Pasta
Activation Strategy.......................................................................................21
Out of Home (OOH) Activation .....................................................................21
School / College / University Activation..................................................................21Mall Activation....................................................................................................22 “Planet Knorr” - Point of Purchase (POP) Activation..................................................22
Leisure Activation........................................................................................23
Surprise Pasta @ Cineplex....................................................................................23Canteen/Cafeteria Branding..................................................................................23Branded Mobile Vans...........................................................................................23
Sales Promotions..........................................................................................24
Consumer Promotion....................................................................................24
Instant Pasta Recipe Contest................................................................................24
Trade Promotion..........................................................................................24
Marketing (Communication) Budget.............................................................25

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