Knorr Case

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KNORR

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CASE STUDY

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"KNORR"
About the Category/Brand Globally Knorr is Unilever’s biggest brand standing for delicious food to consumers worldwide. It strives to be within the reach of the consumers enabling them to make the perfect mealtime. Every day it touches the lives of more than 320 million consumers worldwide across 87 countries. In India, Knorr started its journey about a decade back and introduced into the market Knorr Soups. Another global giant, Nestle, had already pioneered the dehydrated soups category in India and was the first to introduce convenient packaged soups. However, within years Knorr emerged as the leading soup brand in the country and grew the fledgling category to almost INR 160 Crores. Having built its equity as a strong Soups Brand, Knorr then realized the need to get into other Foods Categories in order to take part in the nascent but highly attractive packaged foods business. It has recently introduced the “Ready to Cook” range in the Indian market with a view towards helping the Indian consumer with cooking aids for her ‘aspirational’ dishes. Other key players in this category are Parampara , Rasoi Magic amongst others.

About the trend Four trends impact the Processed/Packaged Foods category: 1. Growing disposable income & faster lifestyles are pushing the young urban mothers to find quick fix solutions for their meals. However, they remain one of the toughest consumer groups to influence when it comes to cooking as this is one way she fulfils her inner needs as a mother and a homemaker. 2. More consumers are moving from the Bottom of Pyramid to Middle Class where culinary skills are declining and` women are looking for convenience when it comes to cooking. This is however not at the cost of letting go of her control over her own kitchen. 3. The expertise in cooking complex dishes is on a steeper decline curve. While she can any day prepare a great meal for her family, she stumbles at the dishes her grandmother used to make. 4. Eating out is gaining prominence and therefore the exposure to new cuisines. Project Objective The Packaged Foods Industry in India is still a “White Space” in terms of category development. Actions by the leading market players in addressing the trends, could lead to exponential category growth trajectory. The first player in the market has the capacity to be the “Thought Leader” but it will also be his responsibility to provide the direction to the category. Given Knorr’s ambitions, we need to understand 1. Which are the categories of the future that Knorr should target? We need to understand the size of the opportunity and the attractiveness in the long term. 2. What should Knorr do in the nascent Ready to Cook category to explode the same?

Expected Methodology

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Consumer groups, home-visits, lifestyle indicators and opinion Leaders. Design qualitative & quantitative research for understanding cooking needs....
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