Knorr soupy noodles_asmita_pgp30304
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Transcript of Knorr soupy noodles_asmita_pgp30304
Submitted by:Asmita, PGP30304Brand Management, Section BIIM Lucknow
Submitted to:Sameer MathurPh.D. (Carnegie Mellon University)Marketing Professor (IIM Lucknow)
Knorr Soupy Noodles• HUL entered the noodles category in 2010 with its brand
Knorr Soupy Noodles
• Unique positioning: A combination of taste and health (as against the usual instant noodles)
• Targeted on kids with Kajol as Brand Ambassador
• Soupy noodles is not entirely an innovation since a similar version called Curry Noodles exists in the market
The Manufacturer: HUL
• India's largest FMCG Company with a heritage of over 80 years
• Over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers
• An annual turnover of INR 30,170 crores (financial year 2014 – 15)
• Subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of €48.4 billion in 2014
Packaged Soup:• Total value sales rise by 20% in 2014 to reach INR3 billion• Most notable category: Dehydrated Soup (fastest growing)
Noodles:• Noodles in India saw value growth of 19% in 2014, taking
sales to Rs52.8 billion• Manufacturers are targeting rural consumers with smaller
pack variants and also the urban consumers with health and wellness offerings such as wholegrain, atta (wheat flour), real vegetables and recent one like oat noodles
Market Share: In Soup Market
Brand Company 2011 2012 2013 2014 (% Value) (%) (%) (%) (%)
Knorr Hindustan Unilever Ltd 64.79 64.81 63.96 62.33
Maggi Nestlé India Ltd 20.89 20.89 21.3 19.29
Ching's Secret Capital Foods Ltd 2.9 3.58 4.84 10.99
Bambino Bambino Agro Industries Ltd 1.82 1.94 2.05 2.72
MTR MTR Foods Ltd 0.77 0.66 0.57 0.49
Campbell's
Weikfield Products Co (India) Pvt Ltd 0.23 0.18 0.15 0.11
Others 8.6 7.94 7.13 4.07
Total Total 100 100 100 100
Source: Euromonitor International
#1st !!!
Market Share: In Noodles Market
Market Share in Indian Packaged Soup Market (by volume; in %)
Brand 2011 2012 2013 2014 (% Value) (%) (%) (%) (%)
Nestlé India Ltd 60.58 59.67 61.64 63.11
ITC Ltd 3.4 5.3 8.31 10.81
Bambino Agro Industries Ltd 6.43 5.84 5.43 5.1
Indo Nissin Foods Ltd 5.29 4.44 3.87 3
Capital Foods Ltd 1.73 1.68 1.7 1.84
MTR Foods Ltd 1.59 1.47 1.35 1.31
Hindustan Unilever Ltd 2.49 2.08 1.79 0.83
Others 18.49 19.52 15.91 14
Total 100 100 100 100
Source: Euromonitor International
Healthy Snacking optionAvailable in 4 variants:• Mast Masala•Tomato Chatpata•Chinese Chow•Yummy Chicken
It is packed in easy to use plastic packets with:• ‘Living green’ template• Fresh ingredient window• Strong skew towards
desire for consumption• Active & dynamic back-
of-pack
The well-established Knorr brand
Avalaible in diiferent sizes with MRPs of: Rs.
15,Rs. 30, Rs. 60, 90
Initially promoted by selling at discounts.
Currently, discounts are offered by modern
retailers
Initially bundled with the market leading soups by Knorr, to promote sales
Sales through traditional and
modern retailers
Same logistics that are required by other Knorr
products; savings of cost on establishing new supply chains
Benefited through existing HUL’s well
penetrated distribution system
Received a lot of media attention as it created a new
Brand Category: Soupy Noodles.
Media projected its launch as a war between HUL a& Nestle
Sold at all modern and traditional retailers
“Green- themed” advertising targeted
children, with household favourite Kajol as brand
ambassador
Targeted promotions for children including free school
goodies, Chhota Bheem merchandise etc.;
Partnership with POGO channel
Knorr says:“This magical mix contains the all time favourite masala noodles with the goodness of vegetables in a hearty soup. Spicy and slurpy, this noodle soup is a meal in itself!”
For the first time in India
Knorr started a new Brand Category of Soupy Noodles in India, to give tough competition to the market leader Maggi. It received a lot of media coverage for it.
Healthy:
All Knorr products are projected as healthy, completely preservative free & low on sodium & cholesterol content.
It comes with 100% real vegetables & carries the ‘Healthy Choice' Stamp
The ‘Live Green’ Template
To emphasize 100% real vegetables and its health benefits, the packaging and advertising are given a green theme.
Targeted Promotions on Kids
It is loved by the kids & provides mothers a tasty healthy afternoon snacking option for their children
“Children love this easy to make soupy noodles”