Knorr is Unilever’s largest brand worldwide. The key theme of the brand is: ‘chefmanship and recipe expertise’ and its intended positioning is: ‘innovation and partnering with the consumer in the creation of great dishes’. In India the Knorr was launched by HUL very recently and hence has very limited presence. Tough internationally the Knorr brand offers a wide varieties of food products like: soups, bouillons, cubitos, meal kits and pastas; in India it is present only in soup category and is the market leader in the category with around 70% market share. The brand is still to be widely established in India and has seen limited advertisements. But HUL expects it to be a driver of growth in future. They have launched Meal Makers and Indian Soups and intend to take the brand forward to achieve in India what it has achieved globally. The ads of the brand mainly focus on the functional attributes which is evident from this tagline: ‘Naya Knorr Soup, Asli Sabzion Ka Zadoo’. In the similar lines very recently launched Knorr Meal Makers also stresses of functional attribute: ‘Ready to Cook’.

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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

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