knorr- brand strategy
TRANSCRIPT
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!