hul relaunch
DESCRIPTION
HUL relaunch of Knorr Soupy NoodlesTRANSCRIPT
World Overview-: Instant Noodle Demand
Fastest Growing Cities in INDIA
• Amritsar, Meerut, Lucknow, Bhopal, Ludhiana, Jamshedpur, Vadodara, Kanpur, Coimbatore, Nagpur, Jabalpur, Visakhapatnam
Industry Analysis
• Estimated at INR 1300 Cr- 1800 Cr.• Expected to grow at CAGR of
20%• Market is expected to reach INR
3000-4500 Cr.
Market Analysis
Product
Knoor Soupy Noodles
Chinese RTC Range
Yummy Chicken
Chinese Chow
Indian RTC range
Mast Masala Tomato Chatpata
Current Scenario• D Mart Powai
Presence of Knorr Soupy Noodles
Visibility of Competition
Current Scenario• Haiko Powai
Current Scenario• Wellness Care Powai
Why Brands Fail?
1. No USP/JND2. Irrelevant Product Concepts3. Poor Timing of Launch of a Product4. Omission of Cultural Dimensions5. Benefits of The Brand Not Communicated Clearly6. Poor Packing
Reasons of Failure
• Under penetrated soup category• Knorr as a brand always reminds of soup and not noodles• Research shows that Indian Mothers were not comfortable with 7 pm
snack, fearing that it will kill their appetite• Misfired line extension• Poor Packaging• Cultural Omission
Relaunch
• Yummy Yoodles “ Healthy rehne ka, Tasty tarika!”
Segmentation
Geographic
Indian
Urban People
Semi Urban People
Rural
Demographic
Occupation-: Housewives/WP
Family Life Cycle- Single, Married,
with Kids
Upward Moving ,Middle
class
Annual Income INR 1,20,000
Behavioral (Urban)
Health Conscious
User Rate-Heavy
Loyalty Status- Hard Core
Buyer Readiness Stage- Informed
Behavioral( Rural)
Temporal Snack
User Rate-Medium/Light
Loyalty Status-Shifting
Buyer Readiness Stage- Aware/ Intend to Buy
Psychographic
Hard Pressed for Time
Healthy, Fun and Easy to Cook
Snack (Urban)
Temporal Snack (Rural)
Institutional
Restaurants
Canteens
Food Joints
Target Customer
• Primary Target-: Children• Total population: 1.25 billion • Rich/affluent -: 10 million
households• Middle classes-: 80 million
households• Aspiring middle classes-: 100
million households• Poor 50 million households
Positioning
“ We offer a fun, convenient, tasty and healthy snack alternative for time pressed people which cater to the needs of easy cooking needs of Indian masses, between the age group of 24-50”
Differentiation
• New Brand Creation • Focusing on Changing Lifestyle among urban population• Yummy Yoodles-: Represents Taste, Fun, Convenience, Vibracy, Cheerfulness & Health• New Story is told-: “Healthy rehne ka tasty tarika”• Eliminate Brand Extension from Knorr
Focus on Kid & Mom Relationship where mom is just not the host for kids friend but a active participant in kids activities
Product
• Ingredients Noodle-: Healthy
(wheat, oats or rice based) Edible Vegetable Oil Masala Mix-: Dehydrated Vegetables (Onion, Carrot, Peas, Corn, Beans) Taste Enhancers-: Black Pepper, Condiments, Aniseed, Onion Powder, Garlic Powder, Chilli
Price
Yummy Yoodles
Chotu Pack Convenience Pack
Standard Pack Family pack Festival Pack
• MRP-: Rs.5• Package Size-:
50g
• MRP-: Rs.10• Package Size-:
100g
• MRP-: Rs.20• Package Size-:
200g
• MRP-: Rs.40• Package Size-:
400g
• MRP-: Rs.50• Package Size-: 500g
Price (Target Pricing)
in.RS
MRP 20 5 10 40 50
Distributor Margin @10% 2 0.5 1 4 5
Balance 18 4.5 9 36 45
Retailer Margin@10% 1.8 0.45 0.9 3.6 4.5
Balance 16.2 4.05 8.1 32.4 40.5
Net Margin @10% 1.62 0.405 0.81 3.24 4.05
COGS 14.58 3.645 7.29 29.16 36.45
Place
• PAN India Launch• SEC A,B,C • Product will be launched in MTO, Retail Outlets, Kiryana Stores,
Institutions, Other specialty stores• SEC D • Product will be placed in all the retail outlets which are selling
Lifebuoy (One strip of Chotu Packs)
Promotion
• Story of Color ( Psychology of Colors in Branding )• From Green which represents Peace, Nature, Prosperity, Growth ( BP,
Animal Planet, John Deere) moved to Yellow which represents Happiness, Warmth( Subway, Mc Donalds, Ikea ) and Red that represents Excitement, Youthfulness (Coca Cola, Kellogg, Frito Lays, KFC)• Introduction of a Cartoon Character represents “YO” or the Youthfulness
or the Energy of the Urban People• Introduce Tagline on the Pack to communicate the differentiation factor• Appealing Food Shot (Noodles with Lot of Vegetables to represent Health)
• Packaging
Promotion• Brand Ambassador
• Key Focus of “Yummy Yoodles” is to empower Housemakers
• Sushmita Sen is Perfect example of Urban Working Women striking perfect balance between Personal and Professional Life
• She represents young, vibrant, healthy, active mother• Mother who takes care of fun and health part of the
food for kids• Completely Involved in Kids Activities• Replace Kajol who was just a Housemaker and plays
only a role of host to the kids friends• Print Campaign• Radio Campaign• TVC• Online Marketing Campaign
Promotion
• 360 Degree Promotion Newspaper Magazines Social Networking Sites Radio Television Internet ( Social Networking Sites ) Broucher's Bill boards Promotional Event
• 360 Degree Marketing Campaign
Digital Marketing
• Create a Facebook Page (Contests, Share Recipes & Stories)• Online Print Ad Campaign• YouTube Commercial Campaign• Tie up with Local Banaiya, Big Basket, Nature Basket, Big Bazaar Online Portals• Twitter Feeds• SnapChat Story• Google Adwords ( Search & Display)• SEO/SEM• Blogging• Mobile App• Yoodle App (Games)• SMS Blast• Email Blast
GMC calculation
Sr. No. Name Pack (in cakes) MRP (Rs.)
Volume (Cr) Revenue (Cr)
1. Mast Masala ChotuConvenientStandardFamilyFestival
510204050
31.57.50.250.10
151515105
60 Cr
2. Tomato Chatpata ChotuConvenientStandardFamilyFestival
510204050
20.50.250.1250.10
105555
30Cr
3. Chicken Masala ChotuConvenientStandardFamilyFestival
510204050
0.40.30.150.1250.04
23352
15Cr
4. Chinese Chow ChotuConvenientStandardFamilyFestival
510204050
10.30.150.050.04
53322
15Cr
Total Revenue=120 CR
• Expenses : • A&P @10%= 12 Cr• S&A @6%= 7.2 Cr• Gross Market Contribution= Total Revenue-( A&P+ S&A) =120-(12+7.2) =100.8 Cr GMC%= GMC/TR*100 =100.8/120*100= 84%
Future Sales PlanPresent Sales Figure 36000000
Target sales 120000000
Month Monthly Target(UNITS) Quaterly Target(UNITS)
April 40 Lakh
1 Cr
May 30 Lakh
June 30 Lakh
July 80 Lakh
3 Cr
August 1 Cr
September 1.2 Cr
October 1.5 Cr
5 Cr
November 1.6 Cr
December 1.9 Cr
January 1.4 Cr
3 Cr
February 1 Cr
March 60 Lakh
• Sales Target-: Acquire 4% of Market Share in the Year of Launch
Thank You!