Knorr can be called as pioneer in India for Soup category. Its efforts coupled with Maggi created and promoted a category which is now growing at about 20% now.
Knorr is one brand of HUL which has sustained different (sometimes confusing and sometimes fatal) marketing strategies. These moves include its marriage with Annapoorna, its ultimate extension to ready to mix foods, ketchup, snacks and what not. All the moves done by the company left this brand to misery except the one promoting soup category in 2007.
But this year on the release of its new campaign on August 10, saw a new and refreshing positioning of the product.
Click here to see the TVC
With this ad a Colgate kind of strategy was adopted. (You should brush 2 times a day) and thus increase the consumption by changing a routine habit. A similar attempt is being made here to increase its usage and include soups as a pre-dinner snack at 7 PM. An attempt to find a place in Indian menu is made by using the empty time slot of 5PM to 8PM. A very fair portrayal of the child and the mother is shown in the TVC both representing their typical Indian image.
Coupled with TVC are the other supporting ATL activities like OOH and Print campaigns and BTL activities like free experimental samples.
This move can be seen as wise to promote the under penetrated soup category in India and reap the benefits thereof for the brand.
What are your views?
Channu's Blog 