Knorr (brand)Knorr ( often anglicized) is a German food and beverage brand owned by the Anglo-Dutch company Unilever since 2000, when Unilever acquired Best Foods. It produces dehydrated soup mixes and condiments. The only country where Unilever did not have rights to the Knorr name isJapan, where trademark of the product there is controlled

by Ajinomoto. It is sold under the name Royco in Indonesia, and under the name Continental inAustralia

Log of knorr

History

"Knorr Cooking Center" in Heilbronn

Knorr was founded in 1838 by Carl Heinrich Theodor Knorr. Knorr headquarters is in Heilbronn, Germany. Products previously sold under the Lipton brand are now being absorbed into the Knorr product line. With annual sales topping €3 billion, Knorr is Unilever's biggest-selling brand. In cooperation with Slimfast, also owned by Unilever, Knorr markets a line of low-calorie products. Knorr believes in adding magic to every day meal moments.

Let’s bring magic to everyday meal moments 

Knorr believes that good food matters! 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 – on a global scale Knorr is Unilever's no. 1 brand.      

The journey of Knorr magical food begins…

Established as early as 1873, Knorr was created with the purpose of providing high quality dried soups. Carl Heinrich Knorr, born in 1800, created the company from practical knowledge acquired during his time as a wholesaler of agricultural goods. He died 2 years after the company was founded but his legacy lives on as Knorr is known today for chef men ship and magical food.

Noodle Fun

The Knorr brand expanded its product line in 1993 by launching the Instant Noodles range in Pakistan which has become the brand of choice for kids over the years. Exciting new flavours developed to suit local taste palette has been a major source of gain which has continued to make food “No more boring” for the kids.

In 2010, Knorr took a step forward and introduced a locally produced cartoon series by the name of Knorr Quest for Noodles Pot which takes kids into a land of adventure and excitement. Knorr Quest, through its cartoon series, encourages the spirit of adventure, imagination and out of the box education. The dramatic story telling, compelling characters with celebrity voiceovers and exciting animation in each of the three episodes makes the Knorr Quest message fun, powerful and extremely popular among children.

2010 also saw the launch of new Knorr Soupy Noodles combining fun of noodles with the health of soup in 2 new exciting variants, Chicken Delite and Mast Masala, that have resonated very well among children and mothers.

Making Ordinary Dishes Special

Keeping up with its tradition of making everyday meals magical, Knorr re-launched its Knorr Chicken Cubes in July, 2011. The new Knorr chicken cube gives your ordinary dishes an enhanced taste and flavour of chicken, making your everyday meals a special treat.

Knorr Chicken Cubes includes extracts of real chicken, as well as herbs and spices which allow each dish to get a better taste and smell. The new cube also has less salt content.

The campaign was launched in full force with a new thematic TVC. This was complimented with extensive content integration across the top cooking and entertainment channels. Five of the country’s top chefs specially created recipes using Knorr Chicken Cubes. These chefs also made appearances in events conducted across Karachi and Lahore. Product trials were also carried out across the main cities through wet sampling, resulting in an over-whelming response.

From our range

  Chatt Patta Noo dles

 

Chicken Noodles

 Chicken Jalapeno Noodles

 Lemon Chilli Noodles

 Soupy Noodles Mast Masala

 Soupy Noodles Chicken Delite

It is not wrong to say that the category of soups was launched by Knorr in India. The Knorr range of soups is available in a number of tasty & exciting varieties. There is a flavour to literally suit every taste palate; the Classic range of soups with flavours like Thick Tomato, Mixed Vegetable & Chicken Delite, the Chinese range with flavours like Sweet Corn Vegetable, Sweet Corn Chicken & Hot n Sour & the Instant Soups range with flavours like Tomato, Mast Masala & Mixed Vegetable.

Knorr Ready to Cook helps the consumer make her family's favorite dishes at home & helps her get restaurant like taste at home itself. It comes in the Indian Ready to Cook range & Chinese Ready to Cook range.

The Knorr portfolio has now expanded with yet another launch; the launch of the Knorr Soupy Noodles range, a unique product in the instant noodles category. Knorr Soupy Noodles, for the first time in India brings together the fun of noodles with the health & goodness of soups. It is loved by the kids & provides mothers a tasty healthy afternoon snacking option for their children. It comes with 100% real vegetables & carries the ‘Healthy Choice' Stamp. It is currently available in four variants: Mast Masala, Tomato Chatpata, Chinese Chow & Yummy Chicken.

Knorr as a brand has always set out to empower homemakers & enable them to make healthy, wholesome & delicious food options. All Knorr products are healthy, completely preservative free & low on sodium & cholesterol content

Marketing strategy of knorr soupy noodle

The idea of starting this blog came to my mind after listening words of my faculties which made me have the knowledge that 'everything in this world is a product which is promoted' and Advertisement is an innovative strategic-source which makes the desired sale possible.Every Advertisement includes an hidden information or story in it.. now seeing it in a diff way is interesting:)

Knorr Soupy Noodles..

Knorr Soupy Noodles is a product of HUL (Hindustan Uni-Lever). Knorr has come with totally new concept of Noodles + Soup. Kajol is the brand ambassador of this brand,As knorr range of soup is available in a number of tasty and exciting varieties as well as have a strong brand equity, it will help knorr soupy noodles to grab market share.It even have strong competitors as follows:-1. Maggie from nestle, which is the market leader with approximately 70% market share 2. Top Ramen of Nissin Groups3. Foodles of GlaxoSmithkline4.Sunfeast Yippee of ITC..

AIMS AT

-Mother takes care of food of children when they are hungry taking in consideration that their children should eat something healthy and nutritious . Children prefer to eat noodles for its taste but dont have healthy ingredients in it. knorr came out with a wise solution i.e noodles+soup->(tasty+healthy)->(child's wish + mother's wish).

DETAIL SEGMENTATION

Geographic-Urban Areas.

Demographic-

1. Age- school children,youth

2. Gender- Male/Female.

3. Income-lower middle,Middle,high

Psychographic-

Life style-health oriented

Product Message-Eat healthy and tasty

BEHAVIORAL VARIABLES

Benefits-

1. Functional Benefits-

it taste good

its good for health.

2. Emotional Benefits- It not just focus on taste but also care for the health of children.

3. Self expressive Benefits--”taste bhi health bhi”

KNORR has come with totally new concept of noodles+soup. � After GlaxoSmithkline Consumer Healthcare¶s (GSKCH¶s) entry into thenoodles segment, global FMCG major Hindustan Unilever Ltd (HUL) too hasentered the category. �The brand is currently running the campaign featuring its brand ambassador Kajol. �The brand is promoting this variant as a new category to be carved out of Noodles . �The company has launched µKnorr Soupy Noodles¶ in Karnataka, AndhraPradesh, Kerala and Tamil Nadu. �The product will be launched in a phased manner across India. �Launching noodles under the Knorr brand will help the company grab marketshare faster, as Knorr has a strong brand equity. �HUL will have to compete with heritage brand Maggi from Nestle, which is themarket leader with approximately 70 per cent market share

Knorr Soupy Noodles - a tasty treat, but difficult to eat

HUL's Knorr has been a major player in the packaged soup category. With no presence in the noodles category, it has recently introduced a product that makes both categories meet half-way: soupy noodles.

Both instant noodles (read Maggi) and soups have been marketed as a pre-dinner, evening time snack for families. Pushed as a healthy alternative to junk food during the evening hours when kids, especially,

feel hungry and tend to grab whatever they can lay their hands on to satiate cravings. Soupy Noodles maintains this target group and rightly so, because the combination of soup and noodles brings a sense of excitement, almost playfulness, to the food. It sends out a clear message to kids and moms both - why choose one, when you can get both together.

But whether one really does get both together is a matter of contention, as this author uncovered while sampling the product personally. After trying it, there remained one question unanswered - How does one consume it?

There were two aspects - one with the contents in the bowl, the other with the method of consuming them.

The soup is no doubt delicious, but the noodles themselves are bland. If you use a fork to twist up some noodles, the soup is left behind, and you get a mouthful of ordinary-tasting noodles that aren't as delicious as the original, instant variety. On the other hand, if you've tried using a spoon to eat noodles before, you know it isn't the easiest thing to do - they simply slip off. So if you attack your soupy noodles with a spoon, all you get is a spoonful of soup, and you miss out on the noodles.

It may sound like a trifle, almost comical. But it is a grave situation for the consumer, for this IS what he/she will experience. The reality is that whether you use a spoon, fork or try alternating between the two as this author did, more often that not you do not get to savor the goodness of both ingredients at once.

The product may initially create excitement by riding on the novelty wave, but as repeat consumers will find, you simply don't get the mazaa of noodles and soup together. When it comes down to the actual act of consumption, the brand finds it difficult to deliver on its promise. Its simply an issue of cutlery.