Marketing Management for Knorr Products of Unilever

The report analyzes the marketing strategies of Unilever's Knorr products. It includes a situation analysis, marketing objectives, and strategies, along with SWOT and PESTEL analysis. The report also covers segmentation, targeting, and positioning of Knorr products.

Running Head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
Executive Summary
The report has helped in analyzing the different marketing strategies of Unilever company
and regarding the product line named Knorr products. The marketing plan has been
conducted in nature which has helped the company in analyzing the external and internal
environment. Furthermore, there are different kinds of issues in the company which has
helped them in analysis of the marketing mix and segmentation, positioning and targeting of
the company in an effective manner. Lastly, the implementation of the plan has to be
analyzed in an effective manner which has assisted them in managing the differences and
solved them effectively.

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Table of Contents
Introduction................................................................................................................................3
About the Company...............................................................................................................3
Market Segment and Position of Unilever.............................................................................3
About the Product Line..........................................................................................................4
Situation Analysis......................................................................................................................4
Marketing Objectives.................................................................................................................8
Strategic Objectives for Primary Objectives..........................................................................8
Marketing Strategies and Programmes......................................................................................9
Marketing Mix Strategies.......................................................................................................9
Segmentation, Targeting and Positioning of Knorr.............................................................11
Marketing Monitors and Evaluation........................................................................................12
Recommendations and Conclusions........................................................................................17
Recommendations................................................................................................................17
Conclusion............................................................................................................................18
References................................................................................................................................20

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Introduction
The report helps in analysing the marketing plan of a fast-moving consumer good
wherein the review is required to be done on one such product line of the company.
Furthermore, the situation analysis along with marketing objectives is required to be adopted
as this will help in analysing the different marketing programmes and strategies. The external
and internal analysis is required to be done which will help in improving the different kinds
of strategies and to perform the tasks appropriately.
About the Company
Unilever is British Dutch transnational consumer goods organization which is
headquartered in London, United Kingdom and Netherlands. It was founded in the year 1930
and the areas that is served by the company is the entire worldwide. Furthermore, Unilever
owns more than 400 brands in which the turnover rate of the company in the year 2016 was
more than 50 billion euros and there are different product lines under Unilever that is sold by
them are Hellmann’s, Knorr, Sunsilk and Surf (Unilever global company website, 2018).
Market Segment and Position of Unilever
Unilever is one of the largest FMCG companies that has segmented their market
based on different geographic, demographic and behavioural segmentation. Furthermore, the
growth of the sales is 3.7% and this has helped them in being in the top position.
Furthermore, the constant earnings of the company have risen to 7% and this has helped
Unilever in succeeding in the entire competitive market. The entire segmentation is done on
the basis of soaps, detergents along with other beauty products that are sold to the customers
in an appropriate manner (Adams, Gabler and Landers 2017).

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About the Product Line
Knorr is German food and beverage brand and this is owned by the Dutch-English
organization Unilever since the year 2000. Knorr brand produces dehydrated kind of soups
along with meal mixes and condiments. The respective brand was founded in the year 1833
and previously it sold different food items under Lipton brand effectively.
The product that will be analysed is Knorr Soup and there are different other products
which are required to be marketed in an effective manner. The situation analysis is required
to be done to establish distribution channels which will help in achieving the marketing share
in an effective manner. Proper external and internal analysis is required to be done which will
help in analysing the different strategies in an effective manner (Refreshment 2018).
Situation Analysis
Proper situation analysis is required to be conducted for Knorr Cup Soup as this will
help in analysis of the collection of the methods that will be used by the managers in order to
analyze the internal and external environment of the product or the entire brand in an
appropriate manner. Furthermore, the SWOT analysis is required to be performed in order to
analyze the internal environment of Knorr brand and gain more insight on the different
strengths, weaknesses, opportunities and threats in an appropriate manner (Bromiley et al.
2015).
Strengths
 Level of the brand awareness is high in nature (Welford 2016)
 The brand heritage is strong in nature (Carroll, Primo and Richter 2016)
 Proper expansion of the distribution network (Hsu 2016)
 Offers the customers with wide variety of tastes to the different customers in the
market

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 It offers the health consciousness products to the customers who maintains proper diet
and this helps them in gaining competitive advantage (Chang 2016)
Weaknesses
 Low salience levels as there are different customers in the market who are not aware
about the benefits of the brand (Gomes, Barnes and Mahmood 2016)
 Limited distribution of the products and services (Armstrong et al. 2014)
 It helps in offering suitable for the different urban markets in an effective manner
Opportunities
 The net disposable income of the different individuals has been raised over the last
few years and this has helped in increasing the purchasing power of the different
individuals
 The different customers are becoming healthy and they are becoming more health
conscious in nature (Sheth and Sisodia 2015)
 The consumers exposure has been increased to the different foreign brand products
and this is one of the biggest opportunity for Knorr brand (Grant 2016)
Threats
 There in influx of the different foreign brands in the same kind of category of Knorr
such as they are offering soups or instant noodles and this has provided Knorr with
sterner competition (Strauss and Frost 2016)
 The frozen food can affect and curtail the sales which will affect the brand image of
Knorr Company in the entire competitive market (McDONALD 2016)
On the other hand, the external analysis of Knorr is required to be done which will
provide a proper insight on the different kinds of insights on the political, social, economic,

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environmental, social and technological factors. The PESTEL tool is adopted by Knorr which
is the brand under Unilever to identify the impact created by them on macro environment of
this international brand.
Political Factor is the first and foremost factor that is required to be analyzed by
products that are sold by them. The political stability of the most countries relating to the
Knorr soup is one of the opportunity for them and this will help them in growing free trade
relations. On the other hand, there are different issues related to the political issues in the
European Union which is the threat for the company in a negative manner (Moutinho and
Vargas-Sanchez 2018). The political stability of the countries helps in providing opportunity
for Knorr brand to grow in these markets. The political stability in the United States will help
the company in minimizing the different kinds of challenges in the strategic implementations
of the country in an effective manner.
Economic Factors is the other factor which is essential in the organization and the
business performance of Knorr brand helps in outlining the influence of the economic
conditions on the different firms and their impact on the macro environment effectively
(Mastropieri and Scruggs 2017). There are different threats along with opportunity for the
Knorr brand that includes the different kinds of increasing wages in the developing countries
which has affected their brand image of the company in a negative manner. Furthermore, the
increasing wages in the economy in developing countries that has increased the sales and this
will increase the potentiality of the brand in a positive manner (Pride and Ferrell 2016).
Social Factors is the other essential factor which is required to be considered by
Knorr, brand of Unilever that creates affect on the business performance of Unilever and
Knorr brand as well. The social factors create a huge impact on the FMCG of Unilever that
includes the different opportunities that include rising health consciousness among the

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different customers in which it has been noticed that Knorr brand needs to analyze the
behavior of the customers in which this will help and provide insight to Knorr brand in
including different products which will help them in becoming more popular in the economy
(Gronroosn 2016). Knorr brand or Unilever needs to address the different demands of the
customers which will include the health consciousness factors as this is trending in the
society and this will help them in managing the preferences in an effective manner.
Technological factors are the other important factor that is required to be analyzed in
an effective manner. Unilever depends on the different kinds of available technologies which
helps them in supporting the consumer goods business. The rising automation of the business
is the opportunity and threat for them wherein it has been noticed that Unilever needs to
analyze the brands impact on the purchases done by the different customers effectively.
Furthermore, decreasing cost of the transportation based on efficiencies of technologies help
them in increasing the operational efficiency (Helfat and Martin 2015).
Environmental Factors are the factors wherein it has been noticed that this will
influence the macro environment in a proper manner. The rise in the interest in
environmentalism of the business is the opportunity in which it helps in increasing the
business efforts on sustainability and this helps them in increasing and enhancing the
sustainability programs of the company and maintain business efforts on sustainability which
will increase the overall impact on the business in a positive manner (Krishnan and Malick
2015).
Legal Factors play a significant role which plays a major role in the Unilever
Company. It has been seen that Unilever needs to satisfy the regulations and this helps in
minimizing the barriers to the consumers good business effectively. The increasing
complexity of the different environmental regulations is the opportunity which will provide

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the company in following the various patent laws that is needed in order to maintain their
position in the entire economy. Proper strengthening the consumer rights law is the other
essential component which is essential and is required to be followed by Unilever for
matching the corporate social responsibility strategy with environmental regulations
(Krishnan and Malick 2015).
From the PESTEL analysis along with SWOT analysis, this can be analyzed that the
situation analysis is essential which has been performed for Unilever as this assisted in
gaining more competitive advantage and gaining more insight on the different performances
of the company and brand effectively. With the internal and external analysis, it has been
analyzed that there are different weaknesses which is required to be made their strengths and
gain more strategic competitive advantage in the entire economy effectively.
Marketing Objectives
There are different marketing objectives of Knorr brand which falls under Unilever
and the main objectives include the following:
 To mark up more than 10% profit each year in a sustainable manner by valuing the
different stakeholders along with the different employees along with maintaining
loyalty among the different customers (Baker 2014)
 To increase the percentage of the sales by increasing manufacturing rate of the core
brands such as Knorr (Jarzabkowski and Kaplan 2015)
 To spend the part of the budget on the different advertisements and introduction of
the adoptive products in the local markets with proper innovation in the research and
development which is required to be done in an effective manner (Kotler 2015)
The main and overall objective of the company or the Knorr brand is to expand their
services in the entire world with the product penetrating technology into the different local

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markets. This will help in attaining the loyalty among the different customers and this will
help in advancing the expectations of the customers in an effective manner as well.
Strategic Objectives for Primary Objectives
As the main strategy of the company Unilever is to maintain customer relationships in
an effective manner by establishing additional product range in their menu as this will help
them in retaining their position in the market and this will help them in meeting the
expectations of the customers in an appropriate manner. Knorr, the product line of Unilever
needs to:
 To maintain their position with gradual growth to lead the entire world (Koseoglu
2016)
 To maintain proper relationships with the different stakeholders which are enhanced
in nature along with proper and strong international management which is essential in
nature to be conducted by Unilever (Holliman and Rowley 2014).
From the different marketing objectives, this can be analyzed that there are different
objectives which is required to be adopted by Knorr brand in order to maintain competitive
advantage. This has been seen that there are different kinds of decline in the sales of the
brand Knorr and this is essential in nature for Unilever to take steps such as increasing their
sales by analyzing the position of the other competitors in the economy and understand their
position effectively and work upon the weaknesses effectively (McDonald and Wilson 2016).
Marketing Strategies and Programmes
There are different marketing strategies and programmes which is required to be
adopted by Unilever and Knorr, the product line of Unilever. Proper marketing mix is
essential to be conducted in order to analyze the different market development strategies

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which will help Knorr brand in managing and driving margins and efficiency. Furthermore,
Unilever helps in believing profitable growth and it is responsible for growth as well.
Marketing Mix Strategies
Product- Knorr is the leading packages food and beverage brand that is based in
Germany and this offers huge variety of the products in the marketing mix in ready to cook
and frozen food segment. The Knorr soups are made of 100% vegetables and there are no
such added preservatives in it as well. The classic flavors include different hot and sour
vegetable, sweet corn soups and chicken delight soups as well. The company has furthermore
launched eight kinds of masalas that includes Biryani masala and this has helped them in
becoming more popular in the approaches that are adopted by them in an effective manner
which will help them in managing the differences.
Price- The different products of Knorr brand are bit lower in pricing in comparison to
the other competitors in the market. Furthermore, the brand needs to follow the product
penetration strategy as the company has major competition in the market from the other
companies that are already existing in the market (Serra and Kunc 2015). In the Asian
markets, it has been noticed that there are other brands such as Nestle owned Maggi which
has helped them that holds more than 50% of the market share. In comparison to the other
competitors in the market, it has been noticed that the prices are lesser in nature in
comparison to the other competitors in the market and they are even lesser in fewer
categories (McDonald and Wilson 2016).
Place- Knorr products are being sold in more than 75 countries around the world and
this utilizes the existing channel of Unilever in each of the countries for the purpose of the
distribution along with delivery as this is the sub brand under the FMCG giant’s umbrella.
Knorr is the subsidiary of Unilever and it has more than 4000 redistribution network channels

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and the products of Knorr are being sold by them in different organized and unorganized
retail stores in an effective manner. On the other day, this can be analyzed that Indian
example of Big Basket is the other brand in which the different products as well (Lasserre
2017).
Promotion- Knorr follows the aggressive kinds of promotion and marketing strategies
in the marketing mix for the different products. Most of the different advertisements that are
undertaken by the Knorr brand are still via television along with different other commercial
channels (Mastropieri and Scruggs 2017). Each of the new launch of the product is followed
by heavy advertisements and there are different endorsements for the products in a positive
manner. In the recent era, it has been noticed that Knorr has been active on the social media
websites which includes launching of the different products in which this helped them in
launching new products with the help of Facebook and other social media channels and this
helped them in gaining more popularity in the entire competitive market in an effective
manner.
Segmentation, Targeting and Positioning of Knorr
Segmentation is done by Knorr in the following manner:
Geographic Segmentation
 High End Product
 Targeting Lower income group
Demographic Segmentation
 Family Size: More than 3 (nuclear family)
 Occupation-Working and Housewives
 Age- 28-40years (buyers) and 8-10 years (consumers)
 Gender- Female along with teenagers

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Behavioral Segmentation
 Occasion- Pre-Dinner Meal
 Lifestyle- Modern Lifestyle
 Benefits- Indian Mothers, ready to cook pre-dinner snack
Targeting is done in the following manner:
The main target markets of Knorr products in the entire market includes working
women, housewives, customers who do not have cooking skills. Furthermore, the targeting is
required to be done in an effective manner which will help the company in analyzing their
tastes and preferences and try to increase their brand image in an effective manner as well.
 Customers who lead busy kind of life such as working population and students
 Customers who want taste buds with nutritional value
 Customers who do not have much cooking skills
 Customers who need healthy evening snacks especially the healthy evening snacks for
the kids
Positioning is done in the organization in the following manner:
The positioning of Knorr Soup and other products of Unilever are positioned in such a
manner wherein the delicious food will be available to the customers in few minutes.
Furthermore, the high-quality food is provided to the customers at a very low price which
helps them in maintaining their brand image in an effective manner.
Furthermore, the ready to make and eat soups and food will be provided to the
different customers in an effective manner. Furthermore, Knorr tried to position themselves
which is quick to prepare and these foods are being prepared by them as this takes less tome

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to cook and this helps in increasing the demands of the nutritional food in an effective
manner.
Marketing Monitors and Evaluation
There are different marketing monitors and evaluation which is required to be done by
Knorr brand which is falling under Unilever brand. As a part of the developing marketing
plan of Knorr, it has been noticed that measurement controls are required to be identified
which is required prior to implementation.
In order to market the Knorr Soups or other products in the market in an appropriate
manner, this is essential for Knorr and Unilever to analyse and understand and estimate the
realistic cost which will help in ensuring marketing objective to achieve more than 70%
awareness among the customers about the positive impacts of the same on the health of the
individuals.
There are different key performance indicators of Knorr brand under Unilever brand
wherein these will help and assist them in analysing the different strategies in an effective
manner. It can be analysed that by applying proper marketing strategies like the other
competitors such as Nestle, this will help Knorr brand in gaining more competitive advantage
in the entire economy and competitive market. Furthermore, it can be seen that sales and
profit will be changed to a certain level and this can be both profit or loss in the market as
well.
Furthermore, there are different areas which is required to be ascertained in an
effective manner that is required to be monitored in a close manner to make the different
changes in an effective manner such as:
 Annual and monthly review of the revenue is required to be done by the company in
order to improve their business in an effective manner in the future

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 Proper feedback of the client is essential which will help in improve the different
products and services
 Expenses needs to be managed annually and monthly that will provide proper increase
in the sales in an effective manner in the near future
Objectives Time
frame
Resources Person
responsibl
e
KPI
To ensure that the amount of
sales of above $10000 per
month
3 months Good and
appropriate
sales team
Sales
manager
Increasing
the entire
sales and
purchase of
the
company in
an effective
manner
which will
assist them
in
managing
the entire
productivit
y of the
company
eventually
To encourage the different 3.5 Good along Employees Repetitive

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kinds of customers to make
regular purchases from
Knorr and help them to
analyze that the products
served by them are up to the
standard and this will help
them in increasing the sales
of the product in the market
as well
months with
appropriatenes
s in the
members of the
sales team
kinds of
purchases
among the
different
customers
in an
effective
manner
which will
help in
increasing
their entire
productivit
y and sales
of the
company
effectually
To improve the servings
which is provided by Knorr
to their target customers and
this will help them in
managing the sales of the
company in an effectual
manner
6 months Use of proper
and high-end
technology
which will help
them in
managing the
different kinds
of the tasks in
Head chef Produce
Quality
products

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an effective
manner
To ensure operational
efficiency is being
maintained properly in the
organization and this will
help in increasing the entire
costs properly with the
utilization of the
appropriateness in the
services provided by the
company in the organization
6 months Introducing
automated
technology
employees Minimize
the entire
costs and
other kinds
of expenses
of the
company
which will
improve
the overall
sales and
profitability
of the
company in
a positive
manner
To improve the brand
awareness along with
improving the brand
exposure among the different
individuals in the
organization which is helpful
in managing the different
5 months social media
tools along
with various
kinds of
advertisements
Sales
manager
along with
the entire
sales team
of the
company
Brand lift
and this
will
improve
the
awareness
of the

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kinds of awareness and this
will help in impacting their
presence in an effectual
manner
which will
help them
in
improving
the sales of
the
company
within a
short span
of time
brand
among the
different
individuals
effectively
that will
improve
the entire
productivit
y of the
firm in a
positive
manner and
aspect that
has helped
them in
managing
the sales of
the
company
Recommendations and Conclusions
Recommendations
Therefore, it can be recommended that proper marketing plan is essential in nature
which is required to be performed by the Unilever brand and Knorr company which is the

18MARKETING MANAGEMENT
product line under the respective brand. It has been seen that proper efficiency is required to
be maintained in an effectual manner as this will help them in managing the sales along with
increasing the productivity of the organization as well. Therefore, it can be recommended
that:
It is essential to properly monitor the progress of the Knorr Soup product in an
effective manner as this will increase the sales of the company effectually, Furthermore, the
marketing objective of achieving more than 70% of the awareness among the customers is
essential to be monitored by Knorr brand as this will assist them in determining their position
and solve the discrepancies effectively as well.
Furthermore, Knorr needs to reduce the pricing of the product along with the quality
of the product in comparison to the other competitors in the market. It has been seen that the
prices of the Knorr products are not affordable by all the customers in the entire competitive
market and this will create huge impact on the company as well. The brand needs to make
awareness and create proper awareness among the individuals in the market which will
increase the entire awareness by increasing their advertising techniques such as sales
promotional techniques and increasing their advertising techniques as well in the economy.
Unilever should have tried to segment their customers by producing different kinds of
flavoured gels along with other products which will help them in managing them in providing
them with different flavours and this will increase their sales in an effective manner as well
which will increase their sales and productivity of the company in the near future.
Conclusion
Therefore, it can be concluded that marketing plan is essential in nature which is
required to be performed by the company in order to analyze the internal and external
environment effectively. Furthermore, there are different situational analysis which has been

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conducted in an effective manner in which the company needs to improve the budgeting the
products appropriately.
It has been seen that the marketing objectives has been adopted and this has helped
them in managing the entire productivity of the company in an appropriate manner. It has
been noticed that the marketing programmes had included the various implementation of the
marketing plan which will assist them in analyzing the procedures in an appropriate manner.
The position of the company has been analyzed with the implementation of the marketing
mix that has helped them in understanding the position and segmentation that is done by the
company and this helped them in managing the strategies appropriately.
Lastly, the company needs to gain competitive advantage in the entire market which
will help them in analyzing the position of the company in the entire market. This has been
analyzed that the Unilever brand has tried to be competitive in nature in against the other
competitors. It has been seen that there were different other competitors in the market that has
helped the company in analyzing their weaknesses and solved the issues in an appropriate
manner which allowed the company to be more competitive in nature as to be more
competitive in nature. Unilever has tried to be more relevant in managing the weaknesses by
making them their strengths and this helped them in managing their position in the
competitive market.

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