Term Paper on the Launch Strategy of Knorr Pasta
This report forms the launch plan for Knorr Instant Pasta in the Pakistani urban market.
The launch plan has been constructed as an academic project for the course titled “Principles of Marketing.” The plan contains our views on the overall product concept and proposition, the product’s target market, positioning, communication, distribution, pricing, and a broad based business model that outlines projected financials subsequent to the launch of the said product.
Knorr believes in the power of the cooking woman. Cooking is more than just transforming raw ingredients into a dish. It is the creation of flavor into food, which sparks delight into everyday meals. With the power of cooking in their hands, women create relationships and strengthen bonds. This conviction lies at the heart of Knorr's success - it is Unilever's no. 1 brand.
Passion for Flavor
A passion for good food goes right back to Knorr's earliest days. The business was formed in 1838, when founder Carl Heinrich Knorr pioneered experiments in drying seasonings and vegetables to preserve their flavour and nutritional value. Since then Knorr has become an international brand offering a wide range of bouillons, soups, seasonings, and other cooking aids that is every cooking woman’s kitchen partner.
Soup is at the heart of good food and good nutrition - and the heart of Knorr. Soup naturally enjoys a healthy nutritional profile, can help consumers increase their daily consumption of vegetables and will help them look good, feel good and keep fit.
It is well known, for instance, that people who eat more soup tend to have:
§ A lower Body Mass Index
§ Lower fat intake
§ Lower energy intake per day
§ Better cholesterol values
§ Better nutritionally balanced breakfasts, lunches and dinners
Soup is a nourishing dish offering an almost primitive comfort. That is why Knorr will continue to create delicious soups, based on its long experience of producing soups of all kinds and flavors.
Knorr is a trusted and popular brand, recognized and appreciated all around the world:
§ It's Unilever's no. 1 brand, with annual sales of more than €3 billion.
§ Knorr products are currently sold in more than 80 countries and it is growing fast beyond its European heartland, particularly in Latin America, Africa, the Middle East and Asia.
§ The Knorr logo contains the original signature of Carl Heinrich Knorr, the founder of the company.
Product Concept & Proposition
A 1/2 cup serving of cooked pasta (spaghetti) contains a mere 99 calories, less than half a gram of fat, and less than 5 milligrams of sodium.
Pasta is high in complex carbohydrates, which helps give us energy. Instead of a quick burst of energy, complex carbohydrates provide a "time release" of energy. Athletes who take advantage of "carbo-loading" eat complex carbohydrates to save up the energy in their body. The carbohydrates become glucose stored in the muscles. The glucose energy is then released when needed during long, tiring exercise, like long-distance running or biking.
Pasta comes in many different shapes and sizes. There are simple string-shaped pasta like spaghetti and vermicelli, ribbon-shaped ones like fettuccine and linguine, short tubes like elbow macaroni and penne, decorative fancy shapes like farfalle and rotelle, large sheets like lasagna, and hollow pasta stuffed with filling, like ravioli, manicotti, and tortellini.
The Instant Pasta Concept
Today's consumer has redefined traditional eating. This "on-the-go" generation has created a demand for nutritional pasta that is quick to prepare and portable.
In recent years, research indicates that young urban Pakistanis have continued to find lesser and lesser time to actually “cook” the food they eat, while its...