Product Management

POSITIONING OF KNORR SOUPY

NOODLES

Sachit Handa
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KNORR SOUPY NOODLES

OVERVIEW
Knorr Soupy noodles was HULs entry product in the noodles
segment, which is dominated by Nestles Maggi. Knorr Soupy
noodles was uniquely positioned between noodles and soup
(skewed towards the noodles segment ) in order to differentiate
itself from Maggi and other branded noodles products such as
Horlicks Foodles.
The following map indicates how HUL positioned its product :

Perceptual Map based on Savory type and Health

POSITIONING AGAINST OTHER PRODUCTS

We can look at the perceptual map on two parameters savory
type (i.e. Noodles or Soup ) and Healthiness. Knorr Soupy Noodles
has been positioned between Noodles and Soups, however, the
positioning is more skewed towards Noodles. This can be
contrasted with a positioning more skewed towards noodles,
which is basically the Noodles Soup products offered by both
Knorr and Maggi. On the health parameter, Knorr Soupy Noodles
is placed higher than Maggi Masala Noodles. On the health front,
Horlicks has placed its product, Foodles, quite predominantly. As
compared to Maggis Tastemaker , Foodles offers a
Healthmaker , thus giving out signals that it is primarily a health
positioning.
On the other side of the savory-type axis are soups offered by
Maggi and Knorr. Both are positioned as Healthy Soups.

REASONS FOR POSITIONING AS SOUPY NOODLES

There are two main reasons for this positioning
1)

Nestles Maggi is a dominating market leader with about

70% of the market share. It is also a very strong
household brand name, often synonymous with noodles
itself. It would not have been prudent launching a product
of the same positioning as Maggi Noodles and thereby
taking a strong player head on. By positioning as Soupy
Noodles, HUL ensured that their product would be seen as
a different product from Maggi Noodles.

2)

Knorr is number one in the soups category, with Maggi

being second. Hence by launching a product with a
positioning proximal to soups under the Knorr brand name
would help HUL capitalize on the existing equity of the

Knorr brand.

POSITIONING OF KNORR SOUPY NOODLES

KNORR SOUPY NOODLES FOR WHAT ?
As communicated through the TVC , Knorr Soupy Noodles is
meant for the Fun of Noodles and the Healthiness of Soups. Thus
the functional benefits of the product include great taste and
healthiness.

KNORR SOUPY NOODLES FOR WHOM?

The target segment can be divided into the primary target
segment i.e. children of the age 8-15 years, who are meant to the
primary consumers of Knorr Soupy Noodles, and the secondary
target segment, i.e. mothers of these children, who will be the
primary shoppers and the cooks for the product. The positioning
of Fun of Noodles and Healthiness of Soups appeals to both the
segments, as children prefer the taste aspect of noodles, and
mothers are more concerned whether they are healthy or not.

KNORR SOUPY NOODLES FOR WHEN?

Knorr Soupy Noodles is positioned as a product to be consumed
as an evening savory snack. The consumption occasions are the
same as regular Noodles or regular Soup (i.e. mostly in the
evenings).

KNORR SOUPY NOODLES AGAINST WHOM?

As stated earlier, the product is an entrant in the noodles
category. Although not directly, yet Knorr Soupy Noodles is a
competitor to Nestles Maggi, Horlicks Foodles and other small
branded and unbranded noodles.