Brand : Knorr Soups
The need to reposition knorr as a healthy snack before dinner has finally arrived. For a long time, HUL has left knorr soups to make its own place in the consumers minds and their kitchens. But now is the time when they realize that in order to grow the brand and the category, for which knorr soups command a healthy 70% market share, the product needs to be positioned particularly in the consumers kitchens. And what better than a healthy pre-dinner snack.
The use of time 7Pm in the advert also makes it more closer to dinner than the regular evening snacks.
Also with the focus of HUL moving towards food products, knorr soups for a major role in the future growth strategy of the FMCG major. Just a comparison, the foods division of HUL contributes just 16-18% of the total revenues while its global parent Unilever has 50% revenues coming from the foods division. This stark difference has forced the company to shift its focus towards food products. The launch of website www.cookitup.in is also part of the similar strategy.
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