•

• Knorr
• Unilever's number one brand, Knorr is a limitless global brand with passion for food at its heart. Knorr's history dates back to 1838
when Carl Heinrich Knorr pioneered experiments in drying seasonings and vegetables to preserve their flavour and nutritional
value. Knorr has grown to become a well-loved, international brand with a wide range of bouillions, soups, sauces, snacks, and
complete meals to help people around the world to enjoy the taste and flavour of good food without the hard work that usually
goes with it.

•
Knorr is Unilever’s largest brand worldwide and stands for chefmanship and recipe expertise . The core of the brand
consists of innovation and partnering with the consumer in the creation of great dishes . The brand is present across
soups , bouillons , cubitos , meal kits and pastas around the world.
In India the Knorr was launched by HUL very recently and hence has very limited
presence. Tough 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. The
brand is still to be widely established in India and has seen limited advertisements. But
HUL expects it to be a driver of growth in future. They have launched Meal Makers and
Indian Soups and intend to take the brand forward to achieve in India what it has
achieved globally. The ads of the brand mainly focus on the functional attributes which is
evident from this tagline: ‘Naya Knorr Soup, Asli Sabzion Ka Zadoo’. In the similar lines
very recently launched Knorr Meal Makers also stresses of functional attribute: ‘Ready to
Cook’.
In India, the brand is so far present in soups and Chinese Meal Makers. The soup market in India is small but rapidly
growing, and Knorr being the category leader enjoys a 70% market share. Knorr soups comprise of a 4 serve pack
and is available across the country. The range of soups comprises of four categories- Oriental, Snacky, Classic and
Indian. All the soups can be prepared in a few minutes and the consumer can enhance the taste by adding
vegetables or garnishing as per her choice.
There are 17 exciting flavours in soups. To name a few would be - Tomato Chatpata, Tomato Makhani, Veg Hara
Bhara, Corn Mast Masala, Chicken Malai Tikka, Hot and Sour veg , Tomato twisty pasta and Masala twisty pasta.
Knorr Chinese range has meal mixes like - Chinese Manchurian, Schezuan, Sweet and Sour, Chilly and Hakka
Noodles mix. These mixes are a great way to taste "Restaurant jaisa Chinese khana ghar pe"

Overall soup industry in India – 22 million litres

Overall soup industry in India – 22 million litres
Packaged branded soup – only 0.5 million litres
Packaged branded soup – only 0.5 million litres
Major players – HUL’s Knorr, Nestle’s Maggi, MTR, and GCMMF’s
Major players – HUL’s Knorr, Nestle’s Maggi, MTR, and GCMMF’s
Masti
Masti
Knorr products sold in over 87 countries & their punch line is
Knorr products sold in over 87 countries & their punch line is
“Good Food Matters”
“Good Food Matters”
With only soups in India, Knorr resulted in an 18% growth
With only soups in India, Knorr resulted in an 18% growth
Knorr is No. 1 & holds a majority of market space with 55%
Knorr is No. 1 & holds a majority of market space with 55%
Maggi is one of the main brands of Nestle in India & Knorr’s
Maggi is one of the main brands of Nestle in India & Knorr’s
nearest competitor
nearest competitor
Maggi – first company in to launch packaged soups in India in
Maggi – first company in to launch packaged soups in India in
1989
1989
Maggi’s new punch line “Taste Bhi, Health Bhi” after re-launching
Maggi’s new punch line “Taste Bhi, Health Bhi” after re-launching
its brand
its brand

Customer Value
Customer Value
Knorr soups – a healthy evening snack, not only a starter
Knorr soups – a healthy evening snack, not only a starter
Knorr soups are low in Cholesterol & Fat with goodness of
Knorr soups are low in Cholesterol & Fat with goodness of
vegetables
vegetables
Knorr’s perceived value is more than the price of the soup
Knorr’s perceived value is more than the price of the soup
Maggi is more popular for its other products like Noodles, sauces,
Maggi is more popular for its other products like Noodles, sauces,
etc, hence already have a good perceived value
etc, hence already have a good perceived value
Maggi soups have been re-launched with new flavors with the focus
Maggi soups have been re-launched with new flavors with the focus
being “Healthy Soups”

Pricing Strategy
Pr i ci n
g Strategy
Knorr soups range between Rs. 29 to Rs. 33 and 34 grams to 68
Knorr soups range between Rs. 29 to Rs. 33 and 34 grams to 68
grams in quantity whereas Maggi’s range being Rs. 29 to Rs. 30
grams in quantity whereas Maggi’s range being Rs. 29 to Rs. 30
for 40 g to 70 g packs
for 40 g to 70 g packs
Maggi introduced 1 serving packs of 12 g for Rs. 8 – a first time in
Maggi introduced 1 serving packs of 12 g for Rs. 8 – a first time in
India
India
Marginal price increase of Knorr soups in the past few years
Marginal price increase of Knorr soups in the past few years
Place St rategy
Place St rate
gy
Knorr soups easily available in almost all super-markets,
Knorr soups easily available in almost all super-markets,
departmental stores, etc whereas Maggi soups are available
departmental stores, etc whereas Maggi soups are available
mostly in super-markets and very few stores
mostly in super-markets and very few stores
Almost no presence in the Rural Markets
Almost no presence in the Rural Markets
Promotion Strategy
Promotion Strate
gy
Effective Ads of Knorr compared to Maggi’s
Effective Ads of Knorr compared to Maggi’s
New Indian flavors of Knorr
New Indian flavors of Knorr
Maggi’s new offer – 20% free in 70 g packs
Maggi’s new offer – 20% free in 70 g packs

Both companies have quite different marketing strategies

Both companies have quite different marketing strategies
Knorr has better Promotional and Place Strategies
Knorr has better Promotional and Place Strategies
Pricing of Maggi Soups are marginally lower than that of Knorr
Pricing of Maggi Soups are marginally lower than that of Knorr
Maggi Soups are more Healthier than Knorr but need to increase
Maggi Soups are more Healthier than Knorr but need to increase
the range of flavors
the range of flavors
Both the brands have huge opportunities in the Rural markets
Both the bKnorr, Unilever's food and beverages brand, is gearing up with a lot of activities for its
dry soup mix offering, which it claims enjoys a 70 per cent market share in the soup segment. In an
attempt to strengthen its market leader position and make a place in the daily Indian menu, it is
launching a campaign across media. For the first time ever, it has launched a tagline for the brand. It
has also roped in Bollywood veteran and actor, Kajol, as brand ambassador.
The new tagline – Tummy bhi khush, Mummy bhi khush – by creative agency Lowe Lintas, Mumbai,
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, which could result in loss of appetite for dinner. Talking about the positioning
for the brand, Arun Iyer, group creative director, Lowe, 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.
Sidharth Singh, category head, foods, Unilever, says in a press release, "The big strategic thrust for
Knorr in this re-launch is to find a role for soups in the daily Indian menu. Therefore, the aim is to
leverage the vacant spot between 5-8 pm as the perfect time for a pre-dinner snack.
"Soup is ideal as a snack for its appetizing quality that momentarily satiates one's hunger pang, without
ruining dinner appetite. Knorr Soups' promise of flavour filled nutrition does just that. Over the years,
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, an integrated communication programme, will include multi-lingual commercials, out
of home (OOH) media tactics, print advertising, experiential sampling sessions and even presence in
new media.
Worldwide, Knorr has offerings in soups, bouillons, cubitos, meal kits and pastas. However, in India, it
has a presence in only two segments – soup mixes and ready to cook meals.
rands have huge opportunities in the Rural markets
Some brands have their moments in the sun, thanks to seasonal advertising. While summers see cold
beverage brands and soothing talcum powders frolicking their stuff, the chilly winters bring out not
only blankets but 'blanket advertising' by some brands. This winter, it's the turn of Knorr Soups.
For its food brand Knorr Soups, HUL has launched a high impact outdoor campaign across cities,
focusing mainly on metros with heavy winter seasons, especially in North India.
The brand has launched a second phase of its
high intensity campaign, taking up bus
shelters, railway stations, Metro rail (in Delhi
and Kolkata), hoardings, utilities and unipoles.
The first phase of the campaign was carried out
in October and November, with the second phase taking place in December.
While Lowe Lintas has worked on the creatives for Knorr Soups' '7pm'
campaign; its outdoor agency, Aaren Initiative, has planned and executed it.
Advertisement
The creative shows ripe tomatoes with a bowl full of hot soup, where the
cream in the soup is in the shape of the hands of a clock, depicting the time - 7 pm.
Vivek Lakhwara, chief executive officer, Aaren Initiative, shares, "The campaign was targeted at
Indian mothers and kids, aimed at positioning soups as an ideal 7 pm snack satiating the pre-dinner
hunger pangs. The out of home was supposed to be present in locations where the target consumer
congregates, passes through regularly or purchases soup."
The creative idea stemmed from the dilemma of mothers related to unhealthy pre-dinner snacking.
Indians are known to have very late dinners and children often get hungry in the evening, demanding
unhealthy snacks to satiate this hunger. The mother is always worried that if she gives her child
unhealthy snacks such as chips, the child may lose the appetite for dinner. Ideally, she would prefer to
give her child something which is tasty, healthy and light. Thus, Knorr Soups has been positioned as a
healthy alternative.
Lakhwara adds, "The brief given to the agency was to gain high share of voice, with an extensive
awareness campaign of high reach and frequency, focusing important junctions, high congregation
points such as railways and bus stops, as well residential areas."
Surabhi Shori, brand manager, Knorr Soups, says, "While a bigger chunk of ad spends for Knorr go to
TV, outdoor plays an important role for us in key geographic areas such as Delhi, Mumbai, Kolkata,
Lucknow and parts of Punjab, including Chandigarh and Amritsar."
After candy bar Snickers' 'Hunger bajaye char, toh snickers khol yaar' campaign, Knorr's campaign
plastered across the city will not only invite people to buy the product during the chilly winters, but the
'7pm' will also remind them that it is time for their evening snack.
SWOT Anal ysis
SWO T A nal
ysis
Knorr Soups
Knorr Sou
ps


Major Market share of

Major Market share of
about
about55%
55%


Wide range of flavors

Wide range of flavors


A perfect alternative for

A perfect alternative for
“
“Home Made Soups
Home Made Soups”
”
which is convenient
which is convenient


A smaller distribution
A smaller distribution
channel
channel

No small 1 or 2 serving packs
No small 1 or 2 serving packs


Presence of MSG
Presence of MSG


Rural Market presence

Rural Market presence
almost nil
almost nil


Improvement of ads
Improvement of ads


More healthier soups

More healthier soups


Presence of local competitors

Presence of local competitors


Pricing competition
Pricing competition
Maggi Soups
Ma
ggi Soups


Loyal consumer base

Loyal consumer base


Wide distribution channel

Wide distribution channel


Packs available in various

Packs available in various
sizes
sizes


No added MSG
No added MSG


Expectations and standards

Expectations and standards
of Knorr
of Knorr


Poor & ineffective ads

Poor & ineffective ads


No presence in Rural Markets

No presence in Rural Markets


Few flavors in the market

Few flavors in the market


Stronger ads maybe with

Stronger ads maybe with
popular brand
popular brand
ambassadors
ambassadors


Acquire Knorr’s market

Acquire Knorr’s market
space
space


Pricing competition with new

Pricing competition with new
& existing brands
& existing brands
Both companies have quite different marketing strategies
Both companies have quite different marketing strategies
Knorr has better Promotional and Place Strategies
Knorr has better Promotional and Place Strategies
Pricing of Maggi Soups are marginally lower than that of Knorr
Pricing of Maggi Soups are marginally lower than that of Knorr
Maggi Soups are more Healthier than Knorr but need to increase
Maggi Soups are more Healthier than Knorr but need to increase
the range of flavors
the range of flavors
Both the brands have huge opportunities in the Rural markets
Both the brands have huge opportunities in the Rural markets