Submitted by:Asmita, PGP30304Brand Management, Section BIIM Lucknow

Submitted to:Sameer MathurPh.D. (Carnegie Mellon University)Marketing Professor (IIM Lucknow)

Knorr Soupy Noodles• HUL entered the noodles category in 2010 with its brand

Knorr Soupy Noodles

• Unique positioning: A combination of taste and health (as against the usual instant noodles)

• Targeted on kids with Kajol as Brand Ambassador

• Soupy noodles is not entirely an innovation since a similar version called Curry Noodles exists in the market

The Manufacturer: HUL

• India's largest Fast Moving Consumer Goods Company with a heritage of over 80 years in India

•  Over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers

• An annual turnover of INR 30,170 crores (financial year 2014 – 15)

• Subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of €48.4 billion in 2014

Product Category

Is it Soup??

?

Or Noodles??

?

It’s Soupy Noodles!!!

Packaged Soup:• Total value sales rise by 20% in 2014 to reach INR3 billion• Most notable category: Dehydrated Soup (fastest growing)

Noodles:• Noodles in India saw value growth of 19% in 2014, taking

sales to Rs52.8 billion• Manufacturers are targeting rural consumers with smaller

pack variants and also the urban consumers with health and wellness offerings such as wholegrain, atta (wheat flour), real vegetables and recent one like oat noodles

Market Share: In Soup Market

Brand Company 2011 2012 2013 2014  (% Value)  (%) (%) (%) (%)

Knorr  Hindustan Unilever Ltd 64.79 64.81 63.96 62.33

Maggi  Nestlé India Ltd 20.89 20.89 21.3 19.29

Ching's Secret  Capital Foods Ltd 2.9 3.58 4.84 10.99

Bambino  Bambino Agro Industries Ltd 1.82 1.94 2.05 2.72

MTR  MTR Foods Ltd 0.77 0.66 0.57 0.49

Campbell's  Weikfield Products Co (India) Pvt Ltd 0.23 0.18 0.15 0.11

Others   8.6 7.94 7.13 4.07

Total  Total 100 100 100 100

Source: Euromonitor International

#1st !!!

Market Share: In Noodles Market

Source: Euromonitor International

Market Share in Indian Packaged Soup Market (by volume; in %)

Brand 2011 2012 2013 2014 (% Value) (%) (%) (%) (%)

Nestlé India Ltd  60.58 59.67 61.64 63.11

ITC Ltd  3.4 5.3 8.31 10.81

Bambino Agro Industries Ltd  6.43 5.84 5.43 5.1

Indo Nissin Foods Ltd  5.29 4.44 3.87 3

Capital Foods Ltd  1.73 1.68 1.7 1.84

MTR Foods Ltd  1.59 1.47 1.35 1.31

Hindustan Unilever Ltd  2.49 2.08 1.79 0.83

Others  18.49 19.52 15.91 14

Total  100 100 100 100

Category Growth In Recent Past:

Source: Euromonitor International

Growth of Manufacturer in the Category

Source: Euromonitor International

Thank You