knorr soupy noodles - asmita pgp30304
TRANSCRIPT
Submitted by:Asmita, PGP30304Brand Management, Section BIIM Lucknow
Submitted to:Sameer MathurPh.D. (Carnegie Mellon University)Marketing Professor (IIM Lucknow)
Knorr Soupy Noodles• HUL entered the noodles category in 2010 with its brand
Knorr Soupy Noodles
• Unique positioning: A combination of taste and health (as against the usual instant noodles)
• Targeted on kids with Kajol as Brand Ambassador
• Soupy noodles is not entirely an innovation since a similar version called Curry Noodles exists in the market
The Manufacturer: HUL
• India's largest Fast Moving Consumer Goods Company with a heritage of over 80 years in India
• Over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers
• An annual turnover of INR 30,170 crores (financial year 2014 – 15)
• Subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of €48.4 billion in 2014
Product Category
Is it Soup??
?
Or Noodles??
?
It’s Soupy Noodles!!!
Packaged Soup:• Total value sales rise by 20% in 2014 to reach INR3 billion• Most notable category: Dehydrated Soup (fastest growing)
Noodles:• Noodles in India saw value growth of 19% in 2014, taking
sales to Rs52.8 billion• Manufacturers are targeting rural consumers with smaller
pack variants and also the urban consumers with health and wellness offerings such as wholegrain, atta (wheat flour), real vegetables and recent one like oat noodles
Market Share: In Soup Market
Brand Company 2011 2012 2013 2014 (% Value) (%) (%) (%) (%)
Knorr Hindustan Unilever Ltd 64.79 64.81 63.96 62.33
Maggi Nestlé India Ltd 20.89 20.89 21.3 19.29
Ching's Secret Capital Foods Ltd 2.9 3.58 4.84 10.99
Bambino Bambino Agro Industries Ltd 1.82 1.94 2.05 2.72
MTR MTR Foods Ltd 0.77 0.66 0.57 0.49
Campbell's Weikfield Products Co (India) Pvt Ltd 0.23 0.18 0.15 0.11
Others 8.6 7.94 7.13 4.07
Total Total 100 100 100 100
Source: Euromonitor International
#1st !!!
Market Share: In Noodles Market
Source: Euromonitor International
Market Share in Indian Packaged Soup Market (by volume; in %)
Brand 2011 2012 2013 2014 (% Value) (%) (%) (%) (%)
Nestlé India Ltd 60.58 59.67 61.64 63.11
ITC Ltd 3.4 5.3 8.31 10.81
Bambino Agro Industries Ltd 6.43 5.84 5.43 5.1
Indo Nissin Foods Ltd 5.29 4.44 3.87 3
Capital Foods Ltd 1.73 1.68 1.7 1.84
MTR Foods Ltd 1.59 1.47 1.35 1.31
Hindustan Unilever Ltd 2.49 2.08 1.79 0.83
Others 18.49 19.52 15.91 14
Total 100 100 100 100
Category Growth In Recent Past:
Source: Euromonitor International
Growth of Manufacturer in the Category
Source: Euromonitor International
Thank You