MARKETING

Marketing Plan for Knorr Tamarind Powder



Table of Contents

Introduction1

Mission1

Situation Analysis2

Market Situation2

Customer needs2

Perception3

Purchase pattern and buying behaviour3

Product Situation4

Competitive Situation4

Distribution Situation4

Macro environment analysis5

Demographic House Hold Patterns5

Purchasing Power5

Varying R&D Budgets5

Local Environment6

SWOT Analysis6

Strengths6

Weaknesses7

Opportunities7

Threats7

Business Objectives8

Financial Objectives8

Marketing Objectives8

Market Research8

Research objectives9

Research Approaches9

Research Instruments9

Questionnaire10

Questions specific to Tamarind powder12

Research Analysis13

Marketing Strategy15

Target Audience15

Geographic Profile15

Demographic Profile15

Psychographic Profile15

Behavioural Profile15

Target Influencers16

Media tools to be used16

Media Relations16

Sponsorships16

Events17

Positioning17

Marketing Mix Variables17

Product17

Price20

Distribution21

Promotion22

Control System23

References25

Marketing Plan for Knorr Tamarind Powder

Introduction

Unilever is one company which is global in every sense of the word. It is something which has become a part of our daily lives. If each one of us were to examine our daily routines, we would notice that we use numerous products made by the company on a daily basis. Over the years, Unilever has become one of the largest consumer goods company in the world. The target consumers trust the company brands as Unilever pays close attention to the consumer's needs and wants. The company is based on integrity - respecting our employees, our consumers and the environment around us. Unilever has divided itself into three broad business categories. These are Foods, personal care and home care. Knorr UK is one of the sub-brands of Unilever which falls under the Foods business division.

In the year 2000, Unilever acquired Bestfoods to expand in the culinary category. In this division, the biggest brand of Unilever is Knorr. The product range offered by Knorr includes sauces, complete meals, noodles, covering soups and bouillons. The brand Knorr has good reputation in the market. Knorr has been the pioneer of many innovative products in the culinary category. In this assignment, as the market manager responsible for launching a new FMCG product, we are launching the Knorr tamarind powder.

Mission

“To make a healthy choice an easy choice and to ensure that the consumers have convenience in usage of our product to get the most nutritional benefits out of it”

Situation Analysis

People in the United Kingdom love food. They enjoy every bit of it. The cuisines in the UK are as diverse as the population in the country. The people in the UK love to experiment with different ingredients and try out new recipes. This is evident from the innumerable number of restaurants in the UK. Spices and ingredients form the basis of any dish. Without any seasoning, even the best of recipe may remain bland and tasteless. The content of spices can range from very spicy/hot to mild. Although the traditional cuisine in the UK is most popular, there has been a rapid increase in the number of Irani and Indian restaurants. The number of Asians in the UK is very high and they bought their cuisines along with them to the delight of many.

Knorr has the history and knowledge to move effortlessly between cuisines and countries. It pioneered experiments in dry seasonings and vegetables to preserve their flavour and nutritional value. In order to cater to the taste of its UK customers, Knorr offers a wide range of soups, noodles, sauces, readymade meals and now it is moving towards introducing spices (tamarind ...