Knorr (/ ̍ k n ɔr / , often anglicized / ̍ n ɔr / ) is a German food and beverage brand owned by the Anglo-Dutch company Unilever since 2000, when Unilever acquired Best Foods, except in Japan where it is made under license by Ajinomoto. It produces dehydrated soupmixes and condiments. It was known as Royco in Indonesia, and as Continental in Australia.

PRICING STRATEGIESIn case of price setting ‘Knorr’has adopted market penetration pricingstrategy becausethe competitor hasalready grabbed 83% market share so ‘knorr’ needs to attract the large number of buyers in order to enlarge its market share. In doing this, the price of Knorr will belower from its competitor. Earlier in the characteristics of market segmentation it has beenshowed that average usage rate is 4 packs per week, So, UBL should adopt the product-mixpricing strategy like product bundle pricing including 4 packs together which will cost 100tk and which is 20tk. lower than its competitor.

Knorr Instant Pasta will be priced along the corporate policy of having sustainable and premium profit margins. The average operating margin for all Knorr products sold in Pakistan is 40%.

Knorr Instant Pasta will be sold in a single serving pack. Assuming that the Overall Cost of 1 Pack Sold is Rs.10/- we would price Knorr Instant Pasta at Rs.15/- + GST per pack.

Customers usually have a reference price in their mind for a particular product and therefore they might compare the price of knorr instant pasta with the price of knorr noodles. Therefore we have priced it for Rs.15 as in knorr instant pasta we have kept a pasta sauce rather than a powder which makes it different from the knorr noodles and also the cost production increases