Ready to Eat Premixes

Why the brand Knorr : Already exists in the packaged premixes

category. It also prevents clash of interests between brands of the
same company

Target
Audience

Convenience In-home users

Introverts Modernists
Motivated + travellers

Key Consumer Insight : Nutritious economical food for the apace young generation
Proposition : Delicious ready to eat full course meals*
Product Description : Range of instant parathas(1 type each), biryani(1 type each), and
instant curries**(3 types veg and 5 types non-veg) in both veg and non-veg variants
Sampling of product at malls & shopping complexes and Marketing
scheme offering soups(50gm packets) with the premixes Strategies
Advertisements through radio ads/regional newspaper
ads/social media marketing/banners
Product launch event – “Taste Buds for Foodies” in a suitable
location to attract young crowd
Item Type Variant Price in Rs.
Veg 60 (3 Pcs, ) Sales (in Rs. lakh)
Paratha 50
Non-Veg 75 (3 Pcs) 40
30
Veg 130(250 gm) 20
Biryani/Pulao 10
Non-Veg 180(250 gm) 0
Week 1 Week 2 Week 3 Week 4 Week 5
Veg 136-170 (250 gm)
Curry*** Sales (in Rs. lakh)
Non-Veg 145-213 (250 gm)

Percentage breakup of cost

12% 7% 25%
Sales target of Rs. 1 Cr. 10%
to be achieved in 5
6%
weeks(est.). Annual 40%

sales estimated to be
around Rs. 35 crore**** Operational Raw Material Distributor cut
Retailer Cut Taxes Profits
References : http://ficci.in/spdocument/20969/foodzania-2017-report.pdf
https://assets.kpmg.com/content/dam/kpmg/in/pdf/2016/11/Indias-food-service.pdf
https://www.unilever.com/Images/unilever-ar13_tcm244-421851_en.pdf
*serves one person only. **no additional ingredients needed, meat, chicken, paneer, vegetable pieces already present in the
premix. ***price may vary depending on the recipe of the curry ****Calculated as per estimated annual sales quantity of
different variants and products