HUL L.I.M.

E 12: Stage 1 Submission

HUL Brand that you have picked up:       Knorr     
1. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)
Target Audience: Men and Women between the age group of 18-50 working in Metros , Tier 1 and Tier 2 cities with
primary segments being of Middle and Upper Middle class which constitute to approx. 28% of the Indian population
(Source: Mint)​
Problems: Taste-Health Tradeoff, lack of access to quickly made nutritive food, need to boost Immunity in context of
COVID-19, need to control calorie intake due to lack of exercise and increase in the number of meals per day during
lockdown.

2. HOW BIG IS THIS PROBLEM & WHY IS IT CRITICAL? (75 words)

India’s average calorie intake is approximately 2220 kcals per person in a day which is 12% lower than the EAT-
Lancet diet reference level. This number falls to 2206 kcals for the urban population. 20.8% Indians suffer from low
immunity (Source: GOQii). 
Nutrition is a critical issue as consumers are staying home, not exercising and sticking to their pre COVID-19 eating
habits. Health is being compromised. 
(Other Sources: India Food Banking, GHI, Wiley, EAT-Lancet)

3. COMMUNICATION CHALLENGE (100 words)

• Knorr positions itself to provide restaurant-like food at home. Consumers are moving towards healthier
alternatives.
• Soups are not consumed daily, and noodles are not associated
with nutritious food. 
• Packaged food items are not perceived to be healthy.
• Healthy food segments are not considered to be tasty and both
these strands can be intertwined with Knorr.
• Substitute products like Maggi boast of a superior market share. 

4. CONSUMER INSIGHT (50 words)

• Sales of Brands/Products perceived to be healthy increased by 61% (Source: ET)
• Higher interest in immunity boosting products due to COVID-19, consumers
at home crave restaurant style food, tasty but healthy (Primary Research)
• 73% consumers to shift to a healthier diet (Source: FMCG Guru) 
• Conducted focused interview: 25 people, 7 states, 18-50 years.

5. CAMPAIGN IDEA (50 words)

Knorr: The Knorr-mal Life
The campaign aims to associate Knorr with:
• Health and Immunity Boosting range of soups (ginger, cloves, garlic, herbs and veggies) 
• Safe and quick snack prepared at home for food lovers (healthy, restaurant style meals)
• Feel good vibes to bring families closer and dine together 

6. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

• Increase Brand, Product Outreach and Consumer Interaction on Social Media channels using Snapchat/Instagram
AR filters (#EkCupKnorrHojaye, #SoupIsTheNewKnorr-mal) 
• Endorsements by WFH mothers, nurses, micro-influencers (chefs, health experts)
• Tie up with NGO’s so that a small percentage of every Knorr product sold goes to
COVID-19 relief for providing nutritious meals to encourage product sales.
E.g.: #FeedingDreams by Kellogg’s India yielded 2.2 million pledges and increase in
brand trust (3%) and confidence (5%).(source: WARC, refer to image on the right)
• Affiliate Marketing leveraging well-known blogs, Facebook circles, radio-shows/podcasts
• After lockdown: Reunions where stories are shared over cup of Knorr.

CAMPUS: NMIMS, Mumbai TEAM NAME: Black Ice

TEAM MEMBERS: Aditya Iyer, Yogya Tewari, Murali Saketh Turlapati