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Knorr is World's largest selling soup brand from the Unilever stable. Born in 1838 in Germany, Knorr derived its name from the founder Carl Heinrich Knorr who developed a preservation process for foods which became the basis for the creation of the product Soup. In India Knorr was marketed by International Best Foods Ltd which was a subsidiary of Best Foods Inc who owned Knorr brands worldwide. Knorr launched in India in 1995.In 2000,Hindustan Unilever acquired Knorr from Best Foods Inc.
internationally the Knorr brand offers a wide varieties of food products like: soups, bouillons, cubitos, meal kits and pastas; in India it is present only in soup category and is the market leader in the category with around 70% market share. But HUL expects it to be a driver of growth in future. Knorr have launched Indian Soups and has positioned itself interms of variety and taste. The brand's USP is the wide assortment of flavors. Knorr boasts of 14 different flavors and the price is also very reasonable. The ads of the brand mainly focus on the functional attributes which is evident from this tagline: µNaya Knorr Soup, Asli Sabzion Ka Zadoo¶
Core values , value proposition and personality in the early years:
At Knorr, we want people to enjoy good food, any day, any time. Good food matters Knorr believes that good food matters. It adds untold pleasure to our lives. And everyday meals can be just as magical as special occasions. Food is not just fuel, it really is the glue of life. This conviction lies at the heart of Knorr's success - it is Unilever's number one brand.
the Oriental range with flavours like Sweet Corn Vegetable. Sweet Corn Chicken and Hot n Sour and the Indian range with flavours like Tomato Makhni and Corn Mast Masala Competitive scenario around the brand: Overall soup industry in India ± 22 million litres Overall soup industry in India ± 22 million litres Packaged branded soup ± only 0.Maggi¶s new punch line ³Taste Bhi. 30 for 40 g to 70 g packs . Knorr¶s perceived value is more than the price of the soup. Nestle¶s Maggi. hence already have a good perceived value Maggi soups have been re-launched with new flavours with the focus being ³Healthy Soups´ Pri ci ng S t r at egy Pr i ci n Knorr soups range between Rs. and GCMMF¶s Masti .5 million litres Major players ± HUL¶s Knorr.Maggi introduced 1 serving packs of 12 g for Rs. sauces etc. MTR.. 29 to Rs. Maggie is one of the main brands of Nestle in India & Knorr¶s nearest competitor . 29 to Rs. Mixed Vegetable Chicken Delite and Tomato Twisty Pasta. 8 ± a first in India Marginal price increase of Knorr soups in the past few years Marginal price Ind soups in the past few years . 33 and 34 grams to 68 grams in quantity whereas Maggi¶s range being Rs. Knorr soups are low in Cholesterol & Fat with goodness of Vegetables. W Customer Value Customer Value Knorr soups ± a healthy evening snack. Maggie ± first company in to launch packaged soups in India in 1989 .Product portfolio: the Classic range of soups with flavours like Thick Tomato. Whereas Maggi is more popular for its other products like Noodles. not only a starter. Health Bhi´ after re-launching its brand.5 million litres Packaged branded soup ± only 0. Knorr products sold in over 87 countries & their punch line is ³Good Food Matters´ With only soups in India. 1 & holds a majority of market space with 55% . Knorr resulted in an 18% growth Knorr is No.
foods. For the first time ever. as brand ambassador. tells afaqs! that Knorr Soups has been positioned as a healthy snack which will not affect the child's hunger for the last meal of the day. it is launching a campaign across media.. the aim is to leverage the vacant spot between 5-8 pm as the perfect time for a predinner snack. Therefore. Knorr resulted in an 18% growth Brand and communication strategies of the brand: the bKnorr. Kajol.Knorr has better Promotional and Place Strategies. Maggi¶s new offer ± 20% free in 70 g packs. which could result in loss of appetite for dinner. Lowe. group creative director. etc whereas Maggi soups are availalable mostly in super-markets and very few stores Almost no presence in the Rural Markets Almost no presence in the Rural Markets Promotion Strategy Effective Ads of Knorr compared to Maggi¶s New Indian flavours of Knorr are launched. Sidharth Singh. Arun Iyer. Mummy bhi khush ± by creative agency Lowe Lintas. Unilever's food and beverages brand. In an attempt to strengthen its market leader position and make a place in the daily Indian menu. Talking about the positioning for the brand. It has also roped in Bollywood veteran and actor. is gearing up with a lot of activities for its dry soup mix offering. Unilever. departmental stores. "The big strategic thrust for Knorr in this re-launch is to find a role for soups in the daily Indian menu. . it has launched a tagline for the brand. Both companies have quite different marketing strategies . will soon be popularised through a television commercial scheduled for a launch on August 10. Research conducted by the company revealed that mothers were not very comfortable with giving their children a 7 pm snack. category head.Place Strategy Knorr soups easily available in almost all super-market . says in a press release.Pricing of Maggi Soups are marginally lower than that Knorr. which it claims enjoys a 70 per cent market share in the soup segment. Mumbai. India. The new tagline ± Tummy bhi khush.
Soup is not a popular part of Indian consumer's cuisineThe new campaign aims to do just that. The ad conveys the qualities of " Ready to make" . Knorr Soups' promise of flavour filled nutrition does just that. The brand is currently running its latest campaign featuring the brand ambassador Kajol.Selling Soups. meal kits and pastas. Knorr has decided to concentrate on soups. Knorr has become a brand synonymous with soups and this campaign aims to strengthen our connection with consumers as well as fortify our market leadership position." The campaign. it has a presence in only two segments ± soup mixes and ready to cook meals. The brand could have spent its resources to promote Soup Category more and then rule that category. The ad is interesting because it aims change the way Indian consumers look at Soups. After messing up with extensions and brand name confusions. Worldwide Knorr has moved beyond Soups to become a full fledged Food brand. Critical evaluation of winning strategies of the brand: Though. The current campaign is aiming to build the soup category. The brand's USP is the wide assortment of flavors. Finally Knorr brand decided to do what it does best . Family warmth and taste. However. out of home (OOH) media tactics. Knorr boasts of 14 different flavors and the price is also very reasonable. My personal belief is that Knorr will have a better future if it sticks to what it is famous for i. the brand has to bring in new consumers regularly buy and use soups. The rationale behind the extension to Ready to Make products may be to make this brand more familiar to Indian households and also a plan to make Knorr an umbrella brand like Maggi. in India. experiential sampling sessions and even presence in new media. Knorr has offerings in soups. Worldwide. Knorr has been successful in ensuring adequate shelfspace and also has positioned itself interms of variety and taste. HUL is a master in building and owning categories. will include multi-lingual commercials. bouillons. The Soup brand is running a campaign that shows husband making the soup for the family ( refreshing idea) when his wife is busy engrossed in a movie/serial. In India I feel that the brand has not matured that much. cubitos."Soup is ideal as a snack for its appetizing quality that momentarily satiates one's hunger pang. without ruining dinner appetite. . print advertising.e Soups. Over the years. an integrated communication programme. To build the category.
That failed miserably. Give soups to the kids as a seven o clock snack. Then came the craziest part. the two . Knorr began to move from Soups to Ketchups to Spices and even Salt. The brand now has a tagline " Tummy bhi Khush. You give something to kids and they will not take dinner. The period 2000 . The current campaign is a marketing lesson. Being a market leader does not make good brands complacent. I never thought of regularly buying soups at my home. The brand tells mothers that giving soup to kids is a healthy option compared to any other snacks.The company ensured the failure of Knorr Annapoorna by stretching it that far.Knorr is now being repositioned as a 7'o'Clock snack. Don't confuse the usage of the term Snack. In 2005. Only sometimes I bought soups but not regularly because there was no perceived reasons for buying it regularly. As a consumer.2005 was a period of crisis for this brand. HLL decided to integrate its local brand Annapoorna with Knorr to create a new brand Knorr Annapoorna. Knorr Annapoorna brand was a failure because those who liked Annapoorna brand was repelled by Knorr and those who like Knorr was repelled by Annapoorna. Kajol adds more punch to the entire exercise. We used to indulge in soups at the hotel but seldom at home. HLL tried to counter Maggi with the launch of Knorr break-time snack soup under the subbrand Soupy Snack. The only issue whether the kids gets bored with soups. Knorr is now offering a solution to this common problem. Mummy bhi khush " meaning " Tummy is happy and Mummy is also happy ". It is common for little ones to become hungry at around 7-8 pm. This is a problem that most mothers face. Critical evaluation of failure strategies of the Knorr: Knorr hyped power brand strategy and something funny happened with Knorr. funny). I would call it the ultimate product line extension . facing the growing clout of Maggi in the foods segment. Knorr is not going to compete with Lays or Bingo but aims to give the consumers a valid reason for buying this product by calling it a snack. In 2003 . ( This move makes the concept of GLOCAL. Such a repositioning will help many non users to try out the product category. Knorr is giving consumers like me a reason for regularly buying it. Smarter brands build categories and end up owning it.
. 2005 saw the relaunch of Knorr with the international pack and retaining some careful targeting. The brand wanted its upmarket status and decided to concentrate more on Soups and all the extensions of spices and salt was terminated.brands went in for a divorce.
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