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In India the soup industry is very vast. Overall soup industry in India – 22 million liters.
Packaged branded soup – only 0.5 million liters. The three brands we have taken are
maggi soup, knorr soup and ching’s soup
Region – urban
Region- urban
Region – urban
Maggi- it is position as a healthy soup which u can have it any time as a meal also
Market differentiation
Knorr - New Indian flavors of Knorr Effective Ads and Knorr soups easily available in
almost all super-markets, departmental stores.Knorr soups range between Rs. 29 to Rs.
33 and 34 grams to 68 grams in quantity. A perfect alternative for “Home Made Soups”
which is convenient.
Maggi –Maggi soups are available mostly in super-markets and are good & healthy
food. Pricing competition with new & existing brands. Maggi introduced one serving packs
of 12g for Rs. 8 – a first time in India .
Ching’s - ching’s soup is only available in the super markets or retail outlet. It serve in
chinese flavor only.
Market share
Knorr has market share of 55% share
Maggi was the leader in soup market but lost the market share to knorr