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