Keywords: knorr marketing strategy, knorr promotion
Knorr product comes in 87 countries their punch series is 'Good Food Concerns 'only soup in India which has 18%growth. It holds a majority of market space 55%. Maggi is one of the key make of Nestle Knorr nearest opponents. It had been first company to kick off package soup in India in 1989. New punch type of maggi 'Preference Bhi Health Bhi' after relaunching its brand.
QNo. 1 which segments are being targeted and strategies used to affect the mark segment
Target Portion:-Here we can devide the soup brand into two segment
Married with children
Kids early teens
Primary /secondary school
Upper middle, Low upper and higher- higher class
Marketing Strategy (both knorr and Maggi soup)
Good food is their main priority
Responsible once and for all and healthy food
Categorized soup in three user friendly names
Relaunched with what the consumer want
Producing delicious and healthy soup for consumers
They are also mainly focus on style and health.
Knorr soup range between Rs 29 to 33, 34gm to 65 gm.
Maggi range between 29 and 30, 40gm to 70gm pack
Marginal price increase upsurge in past couple of years that impact customer basic.
Marginal price didn't increase much that increase brand loyality.
Available in almost in all supermarket and departmental stores
Maggi soups are available generally in supermarkets and very few stores
No presence in the rural market
Very -very less existence in the rural market
Effective advertising campaign of Knorr as compared to maggi.
Less advert than Knorr soup
Offering new India flavor relating to customer demand
Offering same flavor approximately three
Does not have confidence in more discount offer
Providing various offer and schemes. Recently they are providing maggi noodles with soup pack and 20%extra on some load up.
Both are spending huge in promotional activities, both have different strategy to target the marketplace but both have same marketplace. I compared both the brand since it helps us to provide clear picture of both companies strategy.
QNo. 2 Different promotional tools used and the strategy behind using these tools
Promotional tools and strategies:-
Besides the proliferation of convenience-driven life styles and the array of variants, advertising and marketing too have enjoyed significant roles in enlarging the category.
Extensive deployment of ATL( Above The Collection ) and BTL(Below The Collection) tools by manufacturers and marketers have certainly pressed recognition and demand for ready soup mixes.
Nestle India, for example, has been aggressively promoting its Maggi soups through high-frequency tv spots, that have played out a great role in not only communicating the benefits associated with the product to target consumers, but its "Preference Bhi, HealthBhi" tagline has also helped elevate the account of the category other hand, sit as wellness food solutions.
HUL has been bank extensively in employing various mass media to promote its Knorr range of soups. It had been because of the creative and smart positioning of the brand in mass media that Knorr progressed into the leader of the category in India. Its aggressive marketing strategies, strong circulation system and the huge range of flavours make knorr the market innovator in this category. "Hindustan Unilever further benefited from a realignment of its tastes of Knorr soups under the Snacky, Oriental and Typical ranges, to make it easier for consumers to make buying decisions, as these were now less mixed up about the several flavors.
The company has focused on distribution channels to popularize its new range by ensuring that its up market international flavors in the Oriental and Snaky amounts gain greater presence in modern outlet stores, while its Traditional range is more obvious at kirana stores and in smaller towns and metropolitan areas.
In terms of media marketing promotions, both Knorr and Nestle have been concentrating on conveying the flavour and health areas of their soups for the whole family.
In 2008, Hindustan Unilever unveiled a new advertising campaign, which turned the conventional middle income Indian home image on its head. The marketing campaign for Knorr included Aman( Acting professional) making Knorr soup for supper for the whole family, but mainly to lift the spirits of his wife. With this advert, the company not merely pitched Knorr as a 'feel good' food, but also marketed its user friendliness. Capital Foods has also been very effective and persuasive in promoting its brand.
The advertising strategy Nestle and Maggi both promoting health with preference. All the healthy information and health aspects are stated on the packs nonetheless they are promoting the number purely to provide something that will gratify the demand for soup.
At the retail end, using strategic merchandising strategies and in store promotions to endorse the product features are also essential. Just what exactly is happening in the store? "Well, merchandising at the retail end is certainly important as the category is still not the part of shopping\ set of Indian housewives. Smart merchandising at the retail end can also generate interest and impulse purchase. The soup category is still evolving, it's important to drive penetration and induce studies. "Merchandising is the main element to operate a vehicle this category. You would see plenty of cross campaigns, bundled offers and other kind of offers in soups.
Product features / USPs can be communicated through waiting for you communication.
"Companies also use especially designed outside cartons as a communication medium; this assists the dual purpose of visible merchandising and stocking on shelf.
Q. 3. Which strategy out of Move or Push is employed and just why?
Push Strategy:-A "push" promotional strategy makes use of a company's sales team and trade campaign activities to create consumer demand for something. The producer helps bring about the product to wholesalers, the wholesalers promote it to suppliers, and the stores promote it to consumers.
Pull Strategy:-A "yank" retailing strategy is one which requires high spending on advertising and consumer promotion to build up consumer demand for something. In the event the strategy is successful, consumers will ask their vendors for the merchandise, the suppliers will ask the wholesalers, and the wholesalers will ask the producers
So this is clear from this is this is take strategy because both Nestle and HUL are spending intensely on campaign activities. Because of that activities consumer demand product from suppliers of own choice.
QNo. 4 Critically Appraise the Promotional strategy of your specific brand.
I likened Knorr and Maggie soup both are employing aggressive marketing strategy to promote the product. . But if we must decided one product than Knorr has better advertising and place strategy. But maggi has fewer prices and much healthier but need to concentrate on more promotion. Just lately knorr had taken Kajol as a brand ambassador but Maggie is concentrating on small musician.
Both companies aren't concentrating rural area. So they have to focus on rural area because rural area has large potential market. For they can add new flavor and new load up with less price. In India you can find large potential market for soup so they need to focus on improving that maket. Knorr soup has more prices when compared with Maggie soup if they want to raise the market share and want to stand as a market leader they have to provide various promotional offers with knorr soup pack. Knorr brand is much more serious about its soup than Maggi. They have connotation of functional brand and after getting into the levers fold, its awareness and existence has been observed more by consumers. Soup has still a tiny market and because of its consumption to become habit, companies need to get heavily. Unlike the rest of categories where some amount of work may be required. They are focusing on women and children for soup because women are caring about children health as well as family health. So they actually purchasing most of the time. So that it is necessary to the companies to target the segment carefully by giving their benefits about health. That is a very rewarding and conscious market. Women are psychologically attached with the family where as children always have confidence in masti and mazza while doing eating. They have confidence in eating those thing which make in less time and good in flavour. Both the company doing very well for focusing on those market with greater spending on promotional advertisements.
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