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MARKETING STRATEGIES

OF

SOUP POWDERS

BEJJU ARCHANA

MBA 1ST SEM

ROLL NO :- 33



INDEX

INTRODUCTION TO SOUP

ORIGIN OF SOUP POWDERS

NUTRITIONAL AND HEALTH BENEFITS

DISADVANTAGES

PRODUCT COMPARISON

BACKGROUNDS OF HUL,NESTLE & CAPITAL

FOODS

MARKET FORECAST



Origin/Background of Soup

Concentrate/Powder Soup Concentrate/Powder:- originated in the

form of condensed soup - a canned variety of soup prepared with a reduced proportion of water.

The consumer was required to add water or milkand the mixture is heated.

Condensed soup was developed by John T.Dorrance, an employee of the Campbell's SoupCompany, in 1899.



Introduction to soup powders:-

Overall soup industry in india-22

million liters

Packaged branded soup-only 0.5

million liters

Major players-HULs Knorr, Nestlé'sMaggi, MTR, and GCMMFS Masti



Nutrition and Health Benefits There are many important health and nutritional reasons to reach for a

bowl of delicious soup

They provide vitamins, antioxidants and some varieties can help addfiber to the diet too.

Many soups are packed with vegetables helping you reach your daily goalof 5 servings of fruits and vegetables

Soups come in so many varieties that the actual nutrient compositiondiffers depending on the ingredients used, some examples of the

goodness that soups can provide: Tomato soup is a good source of vitamin A, Bs, C and the powerful

antioxidant called lycopene

Pumpkin soup is also packed with potassium and Vitamin A

Sweet corn & Potato soup is a great fiber boost

Soups are also a great way to increase fluid intakes over the colder

winter months when it is less appealing to drink cold water.

The great news is soup is not only a good way to boost your intake of nutrients but it fits perfectly within a healthy balanced diet too.

A bowl or mug of soup with a couple of slices of wholegrain toast is mealgenerally low in fat.

More and more it is becoming important to lower energy and fat intakesto help lessen the risk of becoming overweight or obese.



HINDUSTAN UNILEVIER

MR SHIRJEET MISHRAEXCUTIVE DIRECTOR

FOODS

.

.

Mr. gopal vit

Executive director

Formed in November 1956

Indias fast moving consumer

goods company with 80

factories across India

In 1931

1stsubsidary,hindustan

vanaspati manufacturing co

followed by lever brothers

India ltd (1933)

united traders ltd (1935)

The anglo-dutch co unileverowns a majority stake in

Hindustan



Unilever's mission is

To add Vitality to life To succeed, they believe, the highest standards of corporate

behavior towards everyone they work with,thecommunities

They touch, and the environment on which they have an impact.

India's largest Fast Moving Consumer Goods(FMCG) company.

It is present in

Home &

Personal Care and

Foods & Beverages categories.



Knorr helps f amilies make meal times special, nutritious, tasty and

healthy

There is a flavor to literally suit ever palate.

It is loved by the kids and provides mothers a tasty healthy afternoon

snacking option for their children.

It comes with 100% real vegetables and carries the Healthy Choice'

Stamp.

It is currently available in three variants: Mast Masala, Tomato Chatpata

and Chinese chow.

Knorr as a brand has always set out to empower homemakers andenable them to make healthy, wholesome and delicious food options.

All Knorr products are healthy, completely preservative free and low on

sodium and cholesterol content.



NESTLE

Nestlé India is a subsidiary of N estlé S.A. of Switzerland. With seven factories and

a large number of co-packers

Type Public

Founded Vevey , Switzerland(1866)

Founders Henri nestle

Head quarters Vevey Switzerland

Area served WORLD WIDE

Key people PETER BRABECK-LETMANTHE(CHAIRMAN)

PAUL BULCKE(CEO)

Industry FOOD PROCESSING

products BABY FOOD,COFFEE,DAIRY

PRODUCTS,BREAKFAST

CEREALS,CONFECTIONERY,BOTTLED

WATER,ICE-CREAM,PET FOODS



Nestlé pioneered the dehydrated soups market in India and was the first to introduce

tasty and convenient packaged soups.

The new MAGGI Healthy Soups have been carefully prepared through the Research

and Development efforts of Nestlé Group and are even more delicious, quick to

prepare, convenient and healthy.

Taste Bhi, Health Bhi!.

MAGGI Healthy Soups contain real vegetables, are low fat, low cholesterol and free

from synthetic colors and added MSG.



Product rangeknorr maggi

It has 16 varities of flavor:-

The Classic range

Thick Tomato,

Mixed Vegetable Chicken

DeliteTomato Twisty Pasta,

The Oriental range : Sweet

Corn

Vegetable,

Sweet Corn Chicken Hot n

SourThe Indian range Tomato

Makhni

and Corn Mast Masala

The entire range

consists of the

following;

maggi tomato,

Mixed vegetable,

Tomato vegetable,

mushroom,

sweet corn chicken

hot and sour

vegetable



Product

knorr

Knorr introduced its new

soups

KNORR SOUPY NOODLES

Flavors include:-

i. Mast masala

ii. Tomato chatpata

iii. Chinese chow

Maggi healthysoups

sanjeevni Maggihealthy cup soup

(anytime,anywhere,instantly]

Maggi masalanoodles soup

Oriental thainoodles

Palak corn



Product Variants

KNORR

MAGGI

Maggi stocks

Cook up soups

Instant soups

2 minute noodles

ketchups

i. Knorr pastas

ii. Knorr sauces

iii. Knorr gravies

iv. Indian meal

maker range

v. Chinese meal

maker range



Customer Value

knorr Knorr soups a healthy evening snack, not only a starter

Knorr soups are low in Cholesterol & Fat with goodness of

vegetables

Knorrs perceived value is more than the price of the soup

maggi

Maggi is more popular for its other products like Noodles, sauces,

etc, hence already have a good perceived value

Maggi soups have been re-launched with new flavors with the focus beingHealthy Soups



Produc t stra tegy:-

Knorr soups Maggi soups

Good food is their main priority Responsible for good & healthy food

Categorized soups in 3 user friendly

names

Re launched with what the consumers

want

Producing tasty & healthy soups for

Indian consumers

More heterogeneous soups



price strategy :-

WeighWeigh

t.t.

M.R.PM.R.P

..

RetaileRetaile

r Price.r Price.

WholWhol

esaleesale

rrPricePrice

..

43gm43gm

ss

3232 3232 2929

WeigWeig

ht.ht.

M.R.M.R.

P.P.

RetailRetail

erer

Price.Price.

WhoWho

lesallesal

erer

PricPrice.e.

340G340G

m.m.

4040 4040 3737

85gm85gmss

1010 1010 77

Maggi soupsKnorr soup



Promotion

variants knorr maggiAd visual

a) Caption

b) Tag line

Good food matters

Tummy Kush

Mummy Kush

Good food , good life/

anytime, anywhere,

instantly

Taste bhi health bhi

a) Positioning 7o clock snack

a) Brand ambassador kajol -



MARKETING STRATEGIES

v/s



Knorr soups

HUL is integrating television advertising with experiential

marketing techniques for the first time

HUL has opted for a marketing mix of mass media advertising

with consumer engagement programmes to build its packaged For instance, we are deploying many ladies as Food

Ambassadors at super markets and hyper markets

HUL has also opted for van operations to promote its packaged

foods business. To reach out to a wider target

HUL is looking at home-to-home promotions



KNORR



MARKET PENETRATION

STRATERGIES OF MAGGI SOUPS

Promotional campaigns in schools

Advertising strategies

-focusing on kids

Availability in different pack sizes

New product innovations



MAGGI AD



Thank you

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