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    HUL LIME QualityAll's SemiFinals

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    This document provides a case study on Knorr's marketing strategy in India. It discusses Knorr's target categories such as weekday meals, weekend meals, breakfast, and quick-fix snacks. It analyzes consumer needs and attributes of importance across different meal occasions. The document then outlines Knorr's promotional strategy to activate and educate consumers, expand the ready-to-cook category, and communicate the theme of exploring one's inner cook. Finally, it discusses Knorr's packaging, media communication, and product placement approaches.

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    HUL LIME QualityAll's SemiFinals

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    nupss
    392 views6 pages
    This document provides a case study on Knorr's marketing strategy in India. It discusses Knorr's target categories such as weekday meals, weekend meals, breakfast, and quick-fix snacks. It analyzes consumer needs and attributes of importance across different meal occasions. The document then outlines Knorr's promotional strategy to activate and educate consumers, expand the ready-to-cook category, and communicate the theme of exploring one's inner cook. Finally, it discusses Knorr's packaging, media communication, and product placement approaches.

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    This document provides a case study on Knorr's marketing strategy in India. It discusses Knorr's target categories such as weekday meals, weekend meals, breakfast, and quick-fix snacks. It analyzes consumer needs and attributes of importance across different meal occasions. The document then outlines Knorr's promotional strategy to activate and educate consumers, expand the ready-to-cook category, and communicate the theme of exploring one's inner cook. Finally, it discusses Knorr's packaging, media communication, and product placement approaches.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    392 views6 pages

    HUL LIME QualityAll's SemiFinals

    Uploaded by

    nupss
    This document provides a case study on Knorr's marketing strategy in India. It discusses Knorr's target categories such as weekday meals, weekend meals, breakfast, and quick-fix snacks. It analyzes consumer needs and attributes of importance across different meal occasions. The document then outlines Knorr's promotional strategy to activate and educate consumers, expand the ready-to-cook category, and communicate the theme of exploring one's inner cook. Finally, it discusses Knorr's packaging, media communication, and product placement approaches.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

    HUL-CNBC LESSONS IN MARKETING EXCELLENCE

    KNORR: CASE STUDY

    Presented by:

    QUALITY ALLS
    Chinmay Thattey Prosenjit Das Vibhav Verlekar

    KNORRS KITCHEN INTERVENTIONS:


    Are as o f I nt e rv ent io n Table 11 Breakfast / Light meals Weekday Meals Weekend Meals Quick fix Snacks Stored Snacks Easy planning & availability Planning/Buying Easy planning & availability Price sensitive & easy planning Pre-processing Main Processing Serving Should be nutritious Tasty & nutritious Match hotel taste & look Minimum use of utensils Readymade look & taste

    - BUILDING FUTURE CONSUMER-MARKET LANDSCAPE | CONSUMER VALUE RECOGNITION

    Overall Value Time saving & nutritious Variety, cost & nutrition Fun to cook & indulge family Minimal efforts & nutrition Fun to bake

    Less processing: Time constraint Minimize time: External aide No constraint: Indulge family Should be negligible Enjoy making batter / dough Family asks for variety in tastes Basic gravy: crucial & tricky Time on oven: Minimal Right proportions Enjoy baking

    M e a l s

    Table 22 Breakfast Weekday Meals Weekend Meals Quick fix Snacks Stored Snacks Product

    Nutrition 1.8 2.1 0.2 0.9 0.4

    Freshness 0.9 0.2 0.4 0.2 0.3 Pricing

    Joy of cooking 0.6 0.4 5.1 0.2 4.7

    Taste 1.1 1.2 2.7 1.8 3.2

    Cost 1.9 2.4 0.4 0.8 0.4

    Time saving 3.2 0.7 0.3 4.2 0.1 Place

    Variety 0.5 3.0 0.9 1.9 0.9

    Promotion

    [1] Data collected by conducting an FGD with 8 women (both married & unmarried) and in-depth interviews of consumers and chefs [2] Quantitative Support for table 1: Relative importance of attributes across meals; Total of 10 points have been distributed amongst the attributes

    KNORRS KITCHEN INTERVENTIONS:


    Knorrs target categories Core Focus Weekend meals Colored gravy pastes (kofta, chicken etc.) Marinades (chicken, fish) Market size: 2015 INR 400 crore1 Weekday meals Colored gravy pastes (5 colors) Rice mix: E.g. lemon, schezwan Dal mix: E.g. dalfry, sambhar Nutri Tastemaker Market size: 2015 INR 500 crore Market size: 2015 INR 350 crore Specialty items Powdered mix (for cakes, jelly, cookies, china grass, pudding) Flanking Strategy Breakfast Semi-finished solutions (add hot water) E.g. upma, poha Offer in plastic cups with spoon Market size: 2015 INR 30 crore

    - BUILDING FUTURE CONSUMER-MARKET LANDSCAPE | MARKET SIZE ESTIMATES (2015)

    Quick-fix Snacks Semi-finished solutions (add hot water) E.g. noodles, pasta Offer in plastic cups with spoon Market size: 2015 INR 3350 crore

    Aimed at mass usage (Weekend to Weekday brand): Exploding the Ready-To-Cook (RTC) category Target categories excluded Substitutes like domestic help, food processor Frozen Foods Availability of pre-cut vegetables Consumers nutrition-related concerns Ready-To-Eat Pickles Product Pricing Encourage women to cook & exercise control over the kitchen Heavy preference towards local / regional brands Promotion Place

    [1] Euromonitor packaged Food India Report 2009; Market sizes have been estimated by projecting urban population and adoption rates in the relevant segments.

    KNORRS PROMOTIONAL STRATEGY:


    Target Segment Psychographic Demographic

    - ACTIVATION | CONSUMER EDUCATION | EXPLODE READY-TO-COOK CATEGORY


    Women with latent need to indulge in cooking; Seeking variety & nutrition Urban women; Household income > INR 25,000 per month

    CORE COMMUNICATION THEME: EXPLORE THE COOK WITHIN YOU Activation & Consumer Education Recipe Books Explode Ready-to-Cook (RTC) category Promote cross usage of coloured gravy across recipes; Inside each pack Promote variety: Usage of different coloured gravies for same recipe Expand usage of gravy paste from weekends to throughout the week Knorr Menu Card Joy of Cooking Food Festivals Knorraoke Knorr on-the-go Knorr Foodoku Knorr Crossword Adoption Aide: All dishes category-wise list; Monthly schedule planner Promote the concept of cooking: Held across Metros & Tier I cities Primary target: Working young women; Held on weekends Game for women: Coming up with impromptu recipes; Held in malls Game for women: 9-genre recipe game In line with conventional crossword Print Media & Mobile Application

    Product

    Pricing

    Promotion

    Place

    KNORRS PROMOTIONAL STRATEGY:

    - PACKAGING | MEDIA COMMUNICATION | PRODUCT PLACING

    Packaging

    Package Colour Values TBC Convenience

    Predominantly green: Search attribute (E.g. Maggi: Yellow) Less time to cook, cost per serving, nutrition content Additional tools: Cup packaging, spoon for semi-finished mix & snacks

    TVC & Print Ad

    Values TBC

    Knorr facilitates: Joy of cooking, experimentation, creativity Knorr aides the working woman to become a great home-maker

    Product Placing

    Modern Trade General Trade

    Cross-merchandising near related high-traffic categories (vegetables, flour, frozen chicken); Helps increase off-take Robust distribution & high penetration for easy availability To facilitate 11th hour planning of regular use (weekday) categories

    Product

    Pricing

    Promotion

    Place

    Thank You

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