ASMITA PGP30304

1. Submitted by:
Asmita, PGP30304
Brand Management, Section B
IIM Lucknow
Submitted to:
Sameer Mathur
Ph.D. (Carnegie Mellon University)
Marketing Professor (IIM Lucknow)​​

2. 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

3. 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

4. Product
Category

8. 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

9. 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 !!!

10. Market Share: In Noodles Market
Source: Euromonitor International
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

11. Category Growth In Recent Past:
Source: Euromonitor International

12. Growth of Manufacturer in the Category
Source: Euromonitor International

13. Thank You