Hul Lime Qualityall's Semifinals

HUL-CNBC ‘LESSONS IN MARKETING EXCELLENCE’ KNORR: CASE STUDY

Presented by:

QUALITY ALLS Chinmay Thattey Prosenjit Das Vibhav Verlekar

KNORR’S KITCHEN INTERVENTIONS:

1

2

- BUILDING FUTURE CONSUMER-MARKET LANDSCAPE | CONSUMER VALUE RECOGNITION

M e a l s

Are as o f I nt e rv ent io n Table 11

Planning/Buying

Breakfast / Light meals

Easy planning & availability

Weekday Meals

Price sensitive & easy planning

Pre-processing

Less processing: Time constraint

Weekend Meals Quick fix Snacks

Serving

Overall Value

Should be nutritious

Time saving & nutritious

Minimize time: External aide

Family asks for variety in tastes

Tasty & nutritious

Variety, cost & nutrition

No constraint: Indulge family

Basic gravy: crucial & tricky

Match hotel taste & look

Fun to cook & indulge family

Should be negligible

Time on oven: Minimal

Minimum use of utensils

Minimal efforts & nutrition

Enjoy making batter / dough

Right proportions Enjoy baking

Readymade look & taste

Fun to bake

Easy planning & availability

Stored Snacks

Table 22

Main Processing

Nutrition

Freshness

Joy of cooking

Taste

Cost

Time saving

Variety

Breakfast

1.8

0.9

0.6

1.1

1.9

3.2

0.5

Weekday Meals

2.1

0.2

0.4

1.2

2.4

0.7

3.0

Weekend Meals

0.2

0.4

5.1

2.7

0.4

0.3

0.9

Quick fix Snacks

0.9

0.2

0.2

1.8

0.8

4.2

1.9

Stored Snacks

0.4

0.3

4.7

3.2

0.4

0.1

0.9

Product

Pricing

Promotion

Place

[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

1

KNORR’S KITCHEN INTERVENTIONS:

1

2

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

Flanking Strategy Specialty items

Breakfast Semi-finished solutions (add hot water)

Powdered mix (for cakes, jelly, cookies, china grass, pudding)

Nutri Tastemaker Market size: 2015 INR 500 crore

Market size: 2015 INR 350 crore

Quick-fix Snacks Semi-finished solutions (add hot water)

E.g. upma, poha Offer in plastic cups with spoon

E.g. noodles, pasta Offer in plastic cups with spoon

Market size: 2015 INR 30 crore

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

Encourage women to cook & exercise control over the kitchen

Pickles

Heavy preference towards local / regional brands

Product

Pricing

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.

2

KNORR’S PROMOTIONAL STRATEGY:

1

2

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

Psychographic

Women with latent need to indulge in cooking; Seeking variety & nutrition

Demographic

Urban women; Household income > INR 25,000 per month

CORE COMMUNICATION THEME: “EXPLORE THE COOK WITHIN YOU” Activation & Consumer Education 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 on-the-go

Explode Ready-to-Cook (RTC) category

Recipe Books

Product

Knorr Menu Card

Adoption Aide: All dishes category-wise list; Monthly schedule planner

“Joy of Cooking” Food Festivals

Promote the concept of cooking: Held across Metros & Tier I cities

‘Knorr’aoke

Game for women: Coming up with impromptu recipes; Held in malls

Primary target: Working young women; Held on weekends

Knorr ‘Food’oku

Game for women: 9-genre recipe game

Knorr Crossword

In line with conventional crossword

Pricing

Promotion

Print Media & Mobile Application

Place

3

KNORR’S PROMOTIONAL STRATEGY:

1

2

- PACKAGING | MEDIA COMMUNICATION | PRODUCT PLACING

Packaging

TVC & Print Ad

Package Colour

Predominantly green: Search attribute (E.g. Maggi: Yellow)

Values TBC

‘Less time to cook’, ‘cost per serving’, ‘nutrition content’

Convenience

Additional tools: Cup packaging, spoon for semi-finished mix & snacks

Values TBC

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

Product Placing

Product

Modern Trade

Cross-merchandising near related high-traffic categories (vegetables, flour, frozen chicken); Helps increase off-take

General Trade

Robust distribution & high penetration for easy availability To facilitate 11th hour planning of regular use (weekday) categories

Pricing

Promotion

Place

4

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