knorr- brand strategy

BRAND STRATEGY INDIA

In the 20th century Knorr went to India

And created a soup market!

The problem is…

• CONSUMER PREFER PRIVATE BRAND

• LIMITED BRAND PRESENCE

• MAGGI HAS 80% OF NOODLE MARKET

CHALLENGE

Source: FMCG Industry in India 2016 - Trends, Overview, Analysis - Shine.com

OBJECTIVE

But now it wants to

INCREASE AWARENESS AND

EXPAND MARKET SHARE

To solve this…..

TOP OF MIND AND INCREASE SCALE

Personas PERSONAS

Need for SpeedPAIN POINT Move to premiumness New Lifestyle

Millennial Urban Rural

Source: Knorr India (@KnorrIndia) | Twitter | Facebook| Questionnaire

CREATIVE CONCEPTS

The big Idea!

CREATING CHANGEmake things happen collectively!

CREATING CHANGEThe flow

SHOWCASE

INSPIRE

GIVE PLATFORM

SUPPORT

CREATING CHANGEImplementations

AWARENESS TV Commercial

Radio Channel Promotions (Kankhajura Station)

USSD Messages (Partnership with Vodafone)

Digital Ads (Facebook and YouTube)

Social Media Posts (Facebook & Instagram)

Source: The Role of Mobile in the Path to Purchase of FMCG/Retail Products - India

CREATING CHANGEImplementations

Please visit to see the video: https://www.youtube.com/watch?v=VDGRQTyQcYA

CREATING CHANGEImplementations

CONVERSION Microsite

Mobile Phone Calls

Hashtag conversations

CREATING CHANGEImplementations

CREATING CHANGEImplementations

CREATING CHANGEImplementations

CREATING CHANGETimeline

Week 1AUGUST-INDIAN INDEPENDENCE DAY

Promotion

2 WEEKS1st – 14th August

RESULT15th August

Nomination

Voting

Week 2 Engagement

Voting

CREATING CHANGEWhat the brand gets out of this?

TANGIBLE CHANGE

A NEW MARKET

NEW MILESTONE

The big Idea!

FLAVOUR YOUR LIFEExperience a new excitement

FLAVOUR YOUR LIFEThe flow

RECOGNITION

INFLUENCE

ENCOURAGEMENT

COMMUNICATION

FLAVOUR YOUR LIFEImplementation

AWARENESS Blogger Interview Videos

Social Media Posts (Facebook & Instagram)

Blogger’s Posts

CONVERSION Hashtag Participation

Social Media Posts (Facebook & Instagram)

Microsite with Videos and Infographics

Source: Keeping-up-with-indias-urban-fmcg-consumer

FLAVOUR YOUR LIFEImplementation

Please visit to see the video: https://www.youtube.com/watch?v=U0F7TiBhTHM&feature=youtu.be

FLAVOUR YOUR LIFEImplementation

FLAVOUR YOUR LIFEImplementation

FLAVOUR YOUR LIFETimeline

Week 1MARCH-HOLI FESTIVAL

Showcasing videos

2 WEEKS1st – 14th March

Hashtag Interaction

Posts by bloggers

Week 2 Microsite launch

Infographics Promotion

FLAVOUR YOUR LIFEWhat the brand gets out of this?

PREMIUM LIFETYLE

CONNECTION WITH CONSUMERS

AUDIENCE INSIGHTS

The big Idea!

BRIDGE THE GAPb/w heart & brain

BRIDGE THE GAPThe flow

COMMUNICATE BRAND MESSAGE

USER GENERATE CONTENT

CREATE RECALL VALUE

BRIDGE THE GAPImplementation

AWARENESS Teaser Video

Social Media Posts (Facebook & Instagram)

Instagram Influencers

CONVERSION Web App- Meme Generator

Social Media Posts (Facebook & Instagram)

Source: Keeping-up-with-indias-urban-fmcg-consumer

BRIDGE THE GAPThe implementation

Please visit to see the video: https://www.youtube.com/watch?v=XnxJ2FfYzeQ&feature=youtu.be

BRIDGE THE GAPThe implementation

BRIDGE THE GAPTimeline

Week 1APRIL-NEW SESSION STARTS

Communication

2 WEEKS1st – 15th April

Hashtag Interaction

Microsite launch

Week 2 Users generate content

Top content shared

by the brandMicrosite Continues

BRIDGE THE GAPWhat the brand gets out of this?

EARNED MEDIA

REINFORCING HEALTH & TASTE

CREATION OF RITUALS

SUMMARY

NEW LIFESTYLE AND PREMIUMNESS

DIFFERENTIAL FACTOR

MARKET PENETRATION

SCALE & REACH

THANK YOU!