Product Man Knorr Positioning 1g6216

Product Management

POSITIONING OF KNORR SOUPY NOODLES

Sachit Handa 237/47

KNORR SOUPY NOODLES OVERVIEW Knorr Soupy noodles was HUL’s entry product in the noodles segment, which is dominated by Nestle’s Maggi. Knorr Soupy noodles was uniquely positioned between noodles and soup (skewed towards the noodles segment ) in order to differentiate itself from Maggi and other branded noodles products such as Horlick’s Foodles. The following map indicates how HUL positioned its product :

Perceptual Map based on Savory type and Health

POSITIONING AGAINST OTHER PRODUCTS We can look at the perceptual map on two parameters – savory type (i.e. Noodles or Soup ) and Healthiness. Knorr Soupy Noodles has been positioned between Noodles and Soups, however, the positioning is more skewed towards Noodles. This can be contrasted with a positioning more skewed towards noodles, which is basically the Noodles Soup products offered by both Knorr and Maggi. On the health parameter, Knorr Soupy Noodles is placed higher than Maggi Masala Noodles. On the health front, Horlicks has placed its product, Foodles, quite predominantly. As compared to Maggi’s ‘Tastemaker’ , Foodles offers a ‘Healthmaker’ , thus giving out signals that it is primarily a health positioning. On the other side of the savory-type axis are soups offered by Maggi and Knorr. Both are positioned as ‘Healthy Soups’.

REASONS FOR POSITIONING AS ‘SOUPY NOODLES’ There are two main reasons for this positioning i)

ii)

Nestle’s Maggi is a dominating market leader with about 70% of the market share. It is also a very strong household brand name, often synonymous with noodles itself. It would not have been prudent launching a product of the same positioning as Maggi Noodles and thereby taking a strong player head on. By positioning as Soupy Noodles, HUL ensured that their product would be seen as a different product from Maggi Noodles. Knorr is number one in the soups category, with Maggi being second. Hence by launching a product with a positioning proximal to soups under the Knorr brand name would help HUL capitalize on the existing equity of the Knorr brand.

POSITIONING OF KNORR SOUPY NOODLES KNORR SOUPY NOODLES FOR WHAT ? As communicated through the TVC , Knorr Soupy Noodles is meant for the ‘Fun of Noodles and the Healthiness of Soups’. Thus the functional benefits of the product include great taste and healthiness.

KNORR SOUPY NOODLES FOR WHOM? The target segment can be divided into the primary target segment i.e. children of the age 8-15 years, who are meant to the primary consumers of Knorr Soupy Noodles, and the secondary target segment, i.e. mothers of these children, who will be the primary shoppers and the cooks for the product. The positioning of ‘ Fun of Noodles and Healthiness of Soups’ appeals to both the segments, as children prefer the taste aspect of noodles, and mothers are more concerned whether they are healthy or not.

KNORR SOUPY NOODLES FOR WHEN? Knorr Soupy Noodles is positioned as a product to be consumed as an evening savory snack. The consumption occasions are the same as regular Noodles or regular Soup (i.e. mostly in the evenings).

KNORR SOUPY NOODLES AGAINST WHOM? As stated earlier, the product is an entrant in the noodles category. Although not directly, yet Knorr Soupy Noodles is a competitor to Nestle’s Maggi, Horlick’s Foodles and other small branded and unbranded noodles.