Branding & Positioning Of

KNORR SOUP

CONTENTS

Review

Features

Brand Mantra

Bulls Eye

SWOT analysis

Marketing Mix & Strategy

Promotional activity

CSR

Big Idea

Topic ID:14-01-07-030

Review

Features

Brand Mantra

Review

Established as early as 1838 by Karl Henrich Knorr.

Knorr soup was introduced in 1957.

Knorr nowadays is in the leading position.

Its having customer review with a rating of 5 stars.

Knorr Soup is a tasty and healthy snack option for the whole family

FEATURES

Nutritious Ingredients.

Good Texture with consistency.

Variety in flavors.

BRAND MANTRA

IN TASTE & IN HEALTH

TOPIC ID:14-01-07-046

Bulls Eye

SWOT analysis

Bulls EyeValuesReliable

Visual Identity

RTB

POP

PODEasily

Digestible

In Taste &

In Health

SWOT analysis

STRENGTH

A perfect alternative for “Home made Soup”.

Extended product line with user friendly name.

Good food is main property.

Strong Mother Brand.

WEAKNESS

Presence of MSG.

Rare in rural market.

SWOT analysis

OPPORTUNITIES

Growing market share.

More healthier soups.

Improvement of ads.

THREATS

Presence of local competitors.

Maggi, Pran, Fu-wang, Cocola.

Pricing competition.

Topic ID:14-01-07-013

Marketing Mix

Marketing strategy

Marketing Mix

Marketing Mix

Products Price (BDT)

Classic Thai soup 40.00

Chicken corn soup 40.00

Mushroom soup 40.00

Chicken cup-a-soup 20.00

Chicken ginger soup 40.00

Sweet corn chicken soup 40.00

Hot & sour chicken soup 40.00

Marketing Mix

PLACE

Super shop

Retail shop

Nearby of kindergarten school

Nearby of big resident area

Beside Hospitals.

Marketing Mix

PROMOTION

Newspaper Ad

TV commercial

Billboard

Sponsorship

Radio channel promotion

Online Promotion

Marketing Mix

Marketing Strategy

Effective advertisement

Offering new flavors

Offering new flavors approximately three

Does not believe in more discount offer

User friendliness.

Marketing Strategy

Topic ID:13-01-07-045

Promotional activities

Promotional activities

Online

Initialization of Facebook & Instagram review process.

YouTube channel

Online ads.

Promotional activities

Offline

Discounts

Retailer commission

Festive offers

Package offers

Gift offers

Merging offers with other Brands

Topic ID:14-01-07-031

CSR

Big Idea

CSR

“Share a meal” campaign.

Tree plantation campaign.

Shades for guardians in schools.

Provide tiffin's to rural students.

The Big Idea

Creating Change

Flavor your life- experience a new excitement.

Bridge the gap between brain & heart.

Thank You

Always KNORR,cozHealthy Food Matters