MARKETING STRATEGIES

OF
SOUP POWDERS

BEJJU ARCHANA
MBA 1ST SEM
ROLL NO :- 33
 INDEX
• INTRODUCTION TO SOUP
• ORIGIN OF SOUP POWDERS
• NUTRITIONAL AND HEALTH BENEFITS
• DISADVANTAGES
• PRODUCT COMPARISON
• BACKGROUNDS OF HUL,NESTLE & CAPITAL FOODS

• MARKET FORECAST
 Origin/Background of Soup
Concentrate/Powder
• Soup Concentrate/Powder:- originated in the form
of condensed soup - a canned variety of soup
prepared with a reduced proportion of water.
• The consumer was required to add water or milk
and the mixture is heated.
• Condensed soup was developed by John T. Dorrance,
an employee of the Campbell's Soup Company, in
1899.
 Introduction to soup powders:-
• Overall soup industry in india-22
million liters
• Packaged branded soup-only 0.5
million liters
• Major players-HUL’s Knorr, Nestlé's
Maggi, MTR, and GCMMF’S Masti
 Nutrition and Health Benefits
• There are many important health and nutritional reasons to reach for a bowl of delicious
soup –
• They provide vitamins, antioxidants and some varieties can help add fiber to the diet
too.
• Many soups are packed with vegetables helping you reach your daily goal of 5 servings
of fruits and vegetables
• Soups come in so many varieties that the actual nutrient composition differs depending
on the ingredients used, some examples of the goodness that soups can provide:
• Tomato soup is a good source of vitamin A, Bs, C and the powerful antioxidant called
lycopene
• Pumpkin soup is also packed with potassium and Vitamin A
• Sweet corn & Potato soup is a great fiber boost
• Soups are also a great way to increase fluid intakes over the colder winter months
when it is less appealing to drink cold water.

The great news is soup is not only a good way to boost your intake of nutrients but it fits
perfectly within a healthy balanced diet too.
• A bowl or mug of soup with a couple of slices of wholegrain toast is meal generally low in
fat.
• More and more it is becoming important to lower energy and fat intakes to help lessen
the risk of becoming overweight or obese.
 HINDUSTAN UNILEVIER
• MR SHIRJEET MISHRA
EXCUTIVE DIRECTOR •Formed in November 1956
FOODS •India’s fast moving consumer
. goods company with 80
factories across India
. •In 1931
1stsubsidary,hindustan
vanaspati manufacturing co
followed by lever brothers
India ltd (1933)
• united traders ltd (1935)
•The anglo-dutch co unilever
owns a majority stake in
Hindustan
• Mr. gopal vit
Executive director
Unilever's mission is
To add Vitality to life
 To succeed, they believe, the highest standards of
corporate behavior towards everyone they work
with,thecommunities
They touch, and the environment on which they have an
impact.
India's largest Fast Moving Consumer Goods(FMCG)
company.
It is present in
 Home &
Personal Care and
Foods & Beverages categories.
• Knorr helps families make meal times special, nutritious, tasty and
healthy
• There is a flavor to literally suit ever palate.
• It is loved by the kids and provides mothers a tasty healthy afternoon
snacking option for their children.
• It comes with 100% real vegetables and carries the ‘Healthy Choice'
Stamp.
• It is currently available in three variants: Mast Masala, Tomato Chatpata
and Chinese chow.
• Knorr as a brand has always set out to empower homemakers and
enable them to make healthy, wholesome and delicious food options.
• All Knorr products are healthy, completely preservative free and low on
sodium and cholesterol content.
 NESTLE
Nestlé India is a subsidiary of  Nestlé S.A. of Switzerland. With seven
factories and a large number of co-packers
Type Public
Founded Vevey , Switzerland(1866)
Founders Henri nestle
Head quarters Vevey Switzerland
Area served WORLD WIDE
Key people PETER BRABECK-LETMANTHE(CHAIRMAN)
PAUL BULCKE(CEO)

Industry FOOD PROCESSING

products BABY FOOD,COFFEE,DAIRY
PRODUCTS,BREAKFAST
CEREALS,CONFECTIONERY,BOTTLED
WATER,ICE-CREAM,PET FOODS
Nestlé pioneered the dehydrated soups market in India and was the first to introduce
tasty and convenient packaged soups.

The new MAGGI Healthy Soups have been carefully prepared through the Research
and Development efforts of Nestlé Group and are even more delicious, quick to
prepare, convenient and healthy.

Taste Bhi, Health Bhi!.

MAGGI Healthy Soups contain real vegetables, are low fat, low cholesterol and free
from synthetic colors and added MSG.
 Product range
knorr maggi
It has 16 varities of
The entire range
flavor:- consists of the
The Classic range following;
Thick Tomato,  maggi tomato,
Mixed Vegetable
Chicken Delite Mixed vegetable,
Tomato Twisty Pasta,
The Oriental range : Tomato vegetable,
Sweet Corn
Vegetable,
 mushroom,
Sweet Corn Chicken
Hot n Sour
The Indian range sweet corn chicken
Tomato Makhni
and Corn Mast Masala  hot and sour
vegetable
 Product
Maggi healthy
knorr soups

• sanjeevni Maggi
 Knorr introduced its healthy cup soup
new soups • (anytime,any
where,instantly]

 KNORR SOUPY • Maggi masala

NOODLES noodles soup
 Flavors include:-
• Oriental thai
i. Mast masala
noodles
ii. Tomato chatpata
iii. Chinese chow • Palak corn
 Product Variants
MAGGI
KNORR

• Maggi stocks
i. Knorr pastas
ii. Knorr sauces
• Cook up soups
iii. Knorr gravies
• Instant soups
iv. Indian meal
maker range • 2 minute noodles
v. Chinese meal • ketchups
maker range
Customer Value

knorr
Knorr soups – a healthy evening snack, not only a starter
Knorr soups are low in Cholesterol & Fat with goodness of
vegetables
 Knorr’s perceived value is more than the price of the soup

maggi
Maggi is more popular for its other products like Noodles, sauces,
etc, hence already have a good perceived value
Maggi soups have been re-launched with new flavors with the
focus being “Healthy Soups”
Product strategy:-

Knorr soups Maggi soups

Good food is their main priority Responsible for good & healthy food

Categorized soups in 3 user friendly Re launched with what the consumers

names want
Producing tasty & healthy soups for More heterogeneous soups
Indian consumers
price strategy :-

Maggi soups
Knorr soup
Weig M.R. Retaile Who
Weigh M.R.P Retaile Whol ht. P. r lesal
t. . r Price. esale Price. er
r Pric
Price e.
.

340G 40 40 37
m.
43gm 32 32 29
s
85gm 10 10 7
s
 Promotion
variants knorr maggi
Ad visual

a) Caption Good food matters Good food , good life/

anytime, anywhere,
instantly

Taste bhi health bhi

b) Tag line Tummy Kush
Mummy Kush

a) Positioning 7’o clock snack

a) Brand ambassador kajol -

MARKETING STRATEGIES

v/s
 Knorr soups
• HUL is integrating television advertising with
experiential marketing techniques for the first time
• HUL has opted for a marketing mix of mass media
advertising with consumer engagement programmes
to build its packaged
• “For instance, we are deploying many ladies as Food
Ambassadors at super markets and hyper markets
• HUL has also opted for van operations to promote its
packaged foods business. To reach out to a wider
target
• HUL is looking at home-to-home promotions
 KNORR

KNORR AD
MARKET PENETRATION STRATERGIES
OF MAGGI SOUPS

Promotional campaigns in schools

Advertising strategies
-focusing on kids

Availability in different pack sizes

New product innovations

 MAGGI AD

MAGGI AD
Thank you