KNORR

Knorr is Unilever’s largest brand worldwide and stands for chefmanship and recipe expertise . The core of the brand consists of innovation and partnering with the consumer in the creation of great dishes . The brand is present across soups , bouillons , cubitos , meal kits and pastas around the world. 

In India , the brand is so far present only in soups .The soup market in India is small but rapidly growing , and Knorr enjoys a 70% market share . Knorr soups comprises of a 4 serve pack and is available across the country. The range of soups comprises various types of cuisines – Chinese , continental , and even Thai . All the soups can be prepared in a few minutes and the consumer can enhance the taste by adding vegetables or garnishings as per her choice .

There are 14 exciting flavours - Thick Tomato, Tangy Tomato, Chinese Veg Tomato, Sweet Corn Veg, Hot and Sour Veg, Creamy Mushroom, Sweet and Sour Noodle, Thai Lemony Noodle, Mixed Veg, Sweet Corn Chicken, Hot and Sour chicken, Chicken Delite, Chicken noodle and Chinese Chicken & Mushroom.

In addition , the brand also has a two serve pack in the following flavours – Thick Tomato , Tangy Tomato , Sweet Corn Veg , Sweet and sour noodle , Thai lemony noodle , Hot and Sour Chicken and chicken noodle.

Positioning Knorr

Knorr as a product falls in the dried soup category along with other brands like chings secret and maggi. Though knorr presently leads the category the brand is expected to face stiff challenge from chings secret. However the brand has the distinct advantage of being first to own the category and therefore enjoys a very strong position in the customers minds. The overall positioning of the brand is based on two dimensions 1) taste and , 2)health

This goes well with the global positioning of the brand which is also about taste and health. This also supports well the core identity of the brand which is SOUP.

Chings secret on the otherhand is positioned as real chineese , this positioning is relevant for the brand because the brand is also present in instant food products like sauce, instant chineese mix, vinegar, sweet corn, hakka noodles etc. the positioning as real chineese therefore strengthens the core of the brand which is instant chineese food. It is unlikely that ching's secret can make much dent to knorr's share because of its positioning as "chineese" where knorr owns the category "soup" in the customers mind.

Maggi,  another player in the dried soup mix category is a marginal player and has extended into the category to capitalise on the brand image. Maggi however is too "noodleish" to pose serious challenge to Knorr. this however dosnt mean that maggi has made a mistake by extending to this category, the extension is serving the brand well because firstly it is bringing additional revenues and secondly it complements the core identity of the brand which is instant food.

Thus because of its relevant positioning the brand knorr is likely to remain market leader in the foreseeable future...unless of coures it deviates and enters into mindless extensions (there have been news of the brand extending into other categories in the past.

Dats all in my first post.