Q4 Suggestions/Recommendations for future promotional

activities of the main brand.

Sol: - It is extremely difficult for the FMCG industry to develop an effective and long-lasting
promotional strategy that will leave a lasting impression on the consumer's mind, as the
environment is already challenging and fast-paced, and communication issues are the primary
issues marketers face, as promotions frequently fail to convey the intended message or fade
away without creating the desired impact.
Recommendations to HUL for creating future promotional activities are: -

Online and Social Media campaigns: -

Through online and social media campaigns, HUL can focus on undifferentiated targeting,
which can result in more targeted promotions, are simple to run and track consumer
behaviour patterns, and can rapidly reach a large pool of audience in a short period of time.
Additionally, it can provide useful insights to marketers, assisting them in gauging and
segmenting different customer needs based on demographic, geographic, and behavioral
factors, and can cater to small niches based on these factors.
It could leverage new trends or create its own to promote itself via major social media
platforms such as YouTube and Instagram, for example, hashtag trends, which are by far the
most time-tested and successful trends that marketers can adopt because they are cost-
effective and have the potential to reach a large audience. Additionally, short promotional
videos (based on story telling or performance comparison) or reels may be a better option for
conveying our message, as research indicates that today's customers have a very short
attention span, and it is critical to capture their interest within this shorter span, which reels or
promotional videos do the best.
Finally, Instagram marketing enables us to advertise our items via a variety of influencers,
including micro and mega influencers.

Incentivise specific stores to increase sales: -

Because an FMCG company relies heavily on stores to grow its sales in the market,
delivering incentives to chosen stores can be an excellent strategy to get prioritized over
competitors in the same industry.
Provide targeted rewards to stores that meet specific goals or perform specific tasks, such as
expanding their product selection or deploying in-store displays. Gamifying these and
allowing stores to see their rankings in comparison to their competitors can also help enhance
their engagement with your brand.
HUL can construct online portals for partner stores who wish to keep track of their progress
or awards won; an extra benefit of these portals is that they ease communication between
partner stores and the enterprise. Additionally, it assists partners in staying current on
company-related news.

Generating word-of-mouth or referral program-following it with social

media campaign: -
Investing in a campaign that resonates with customers on a personal level, to the point that
they begin discussing/recommending things to relatives, friends, and coworkers. Numerous
large brands, like Coca-Cola and Pepsi, have begun to employ these strategies. For instance,
HUL could leverage its ready-to-eat food brand Knorr and urge customers to promote it on
social media using Hashtags.

Consider the following example to better understand how all of these

suggestions will operate. We shall attempt to comprehend this by
examining HUL's Knorr brand and discussing several tactics for achieving
market domination.
1) Consumer trends in Ready-to-eat market: -
Indian Consumers are gravitating towards ready-to-eat products. This can be evident
from the high growth rate of the Indian Ready-to-eat foods market. According to the
research, Indian ready-to-eat market is expected to grow at a CAGR of 16% from
2018 to 2023, highlighting the shift in consumer behaviour. At present, HUL does not
have a compelling offering in this space and this is why it is necessary to work on this
brand and this is the reason why we choose this consumer trend.
2) Consumer Insights: -
According to a Research, the consumer insights for Indian ready-to-eat market are –
the most popular items include paneer dishes, chana masala, rajma masala, pav bhaji,
etc. Because of their rapid preparation time and great nutritional value, people opt for
these dishes. Consumers are demanding a greater variety of such products.
3) Target Audience and Problem: -
Our target market includes students, Gen-z, and millennials. The issue we are
attempting to address is that these individuals frequently lack the time necessary to
prepare fresh meals as a result of their hectic lifestyles. They have several options,
one of which is to order dinner from a restaurant, which is expensive and time
consuming. Prepared foods may be a viable alternative to takeaway food. This is
where our solution comes into play.
4) How this problem can be solved: - Knorr pioneered the dehydrated, easy-to-cook
industry. However, it has failed to diversify its services and is now a category behind
as a result of competitive assaults. Due to their hectic schedules, the youth and
working class are unable to devote time to cooking, creating an excellent market to
conquer, as well as the opportunity to significantly improve the Knorr brand, which
might reposition itself in the market.
5) Campaign idea to reposition Knorr: - A social media campaign can be developed
around the hashtag #Knorr_fatafat_taste_Chakachak, in which consumers are
invited to share short videos about their experiences with Knorr products and share
them on various social media sites using the specified hashtag. HUL can also
cooperate with corporations and regional organisations to put kiosks in their office
canteens and conduct sales promotion in supermarkets by supplying new customers
with complimentary sampling packages.
6) Campaign Amplification: - We will continue to promote Knorr products across
multiple platforms, including live streaming on YouTube and creating Insta Reels
with the help of influencers, in which we will showcase two chefs, one preparing
food using traditional methods and the other preparing food using Knorr's ready-to-
eat food, demonstrating the ease with which the person using Knorr products
prepares his food in comparison to the other guy. We'll host competitions under the
Knorr name, and chefs may be encouraged to use Knorr products into their cooking
presentations.