Manchester Metropolitan University: Knorr Marketing Report, 5U4Z0025

This report provides a comprehensive analysis of Knorr's marketing strategies. It begins by identifying Knorr's target market, focusing on younger, urban consumers, and then explores how consumer behavior theories, particularly the EKB model, influence purchasing decisions. The report examines the marketing mix, including product offerings, pricing strategies (penetration pricing), distribution channels, and promotional activities. The report highlights how Knorr uses flavors, quality, and advertising to attract consumers and gain market share. The conclusion emphasizes the importance of targeting the right market and adapting marketing strategies based on consumer behavior to achieve sales growth and a competitive advantage in the market.

RUNNING HEAD: PRINCIPLES OF MARKETING
0
Principles of Marketing

Principles of Marketing
1
Table of Contents
1.0 Introduction.....................................................................................................................................2
2.0 Marketing Principles........................................................................................................................2
2.1 Consumer product and target market...........................................................................................2
2.2 Consumer Behavior Theory and buying behaviour of consumer.................................................3
2.3 Marketing Mix.............................................................................................................................3
3.0 Conclusion.......................................................................................................................................4
4.0 References.......................................................................................................................................5

Principles of Marketing
2
1.0 Introduction
Marketing concept is considered as the identifying needs and wants of consumer and then
offering them services and products that helps in fulfilling their wants and needs (Armstrong
et.al,2018). To understand the concept of marketing a brand is chosen that is Knorr. This
report includes target market of Knorr in the UK and using consumer behaviour theory an
analysis is done that what factors influence consumers to buy Knorr product. Further,
marketing mix for the brand is explained that includes a brief about place, promotion, product
and pricing strategies used by the company to establish in the target market.
2.0 Marketing Principles
2.1 Consumer product and target market
Knorr is a brand that operates under Unilever, at present Knorr is a leading brand across the
world because of its frozen foods and tastes. Knorr positioned itself as the brand that source
100% of its raw material sustainably. The company offer different varieties of products that
includes ready to cook items and frozen items such as soups, sauces, rolls fillings and broth
cubes. Knorr soups are made of vegetables with no added preservatives and offered to
customers in 18 flavours such as tomato, Thai vegetable, Shanghai hot and sour, chicken
delite and many more. The target market of Knorr is based on psychographic and
demographics segment. Knorr targeting younger food obsessed generation that ages above 15
and are urban class people (Knorr,2019).
It is important for the businesses to target the right market as it ensures the success of
marketing mix strategies as all these strategies are related to the characteristics of target
market the company is going to target. One of the approaches to target the market is mass
marketing that includes targeting the whole market with a homogeneous product for all
customers. The company target customer that want high quality food in different flavours
and for that the company use of real ingredients without any preservatives. Knorr always tries
to empower homemakers, with that enable their customers to make healthy delicious food.
The company is further planning to offer various delicious foods that are frozen and can be
made in less time.

Principles of Marketing
3
2.2 Consumer Behavior Theory and buying behaviour of consumer
Consumer behaviour theories help in to understand the motivation factors that influence the
consumer to buy a product. Knorr is the ninth biggest brand in the category of consumer
packaged goods in the world. Consumer buys Knorr because of motivation of flavours and
foodiness. In the case of Knorr, EKB model is best suitable that states a five step process that
consumer use while buying or purchasing a product. The first stage is input, this is the stage
when consumer get aware about product by seeing advertisement or through online platform.
After that consumer comes in the stage of information processing where comparison is done.
At last, consumers comes to decision making stage and make decision about making the
purchase and this decision might be influenced by various external factors (Szmigin and
Piacentini,2018).
In this theory, there are two crucial stage that can change or influence the decision of
consumer that is input and information stage. It is in hand of market to provide adequate
information to consumer so that it can influence purchasing decision of consumer (Dootson
et.al,2016). In case of Knorr, the factors that influence or motivate consumers to buy the
product are advertisement, flavours offered, packaging and price. These are the factors that
influence buyers to buy Knorr products and differentiate its products from competitor. Strong
advertisement strategy attract consumers and influence them to try new products, further
displays in supermarket also motivate consumers to purchase Knorr products. At last, price,
promotion strategies and product specifications are the factors that helps in attracting more
consumers and influence them to buy product of Knorr from supermarket or from various
online channel. The decision making of consumers for food products mainly influence by
flavours and taste. So offering as many flavours with good quality that satisfy consumers
wants help to increase sales for Knorr in the market.
2.3 Marketing Mix
Marketing mix is set of actions that are taken by the company in order to pro note its brand in
the market. In the below section, 4Ps (Product, price, place and promotion) for Knorr is
explained.
Product: Knorr is a leading brand under Unilever, the company offer different varieties of
products that includes ready to cook items and frozen items such as soups, sauces, rolls
fillings and broth cubes. Knorr soups are made of vegetables with no added preservatives

Principles of Marketing
4
and offered to customers in 18 flavours such as tomato, Thai vegetable, Shanghai hot and
sour, chicken delite and many more. As included in its product strategy, Knorr offer localised
taste as per the consumer specifications and demand (Unilever, 2019).
Price: Knorr offer low prices to its customer, this indicates that the pricing strategy of Knorr
is “penetration pricing strategy”. In this strategy the company offer products lower than its
competitor in order to gain market share or to penetrate the market. The price for 15 units of
Knorr soup in the UK is £24.30, as this is comparatively low to Maggie products. This price
strategy helps Knorr to gain competitive advantage and to retain the position in the market.
Place: Knorr distributes its product through various online platforms and websites such as
Tesco, Amazon, and through retail stores. Knorr’s place strategy is to be available to each
and every smack or big stores so that customers can get access to its products on time when
demanded. The availability of product and accessibility of product is the major factor that
helps the brand to be successful and to gain market share (Rajavi et.al,2019).
Promotion: Knorr follows aggressive marketing strategy as the brand gain awareness
through different platforms such as advertisement on TV’s, local newspapers, endorsements
by celebrity and through giving promotional offers like festive discounts. Knorr also do
promotions through point of sale with separate segment for Knorr products in supermarket
and with attractive store layouts. Knorr also use various social media platform as a
promotional tool and bring brand awareness through Facebook, Twitter and YouTube with
creative hash tags like #LoveAtFirstTaste.
3.0 Conclusion
It is concluded from the above analysis of marketing strategies of Knorr that it is important
for the companies to target the right market as all the marketing strategies are formulated on
the basis of the characteristics of the target market. The marketing process starts with
identifying the needs and demands of the target market and then offering the product to the
target market that helps in to best satisfy their wants. Further, it is concluded that there are
many factors that influence the purchasing behaviour of consumer, for Knorr the flavours and
quality that the company offers is the main factor that attract the consumer to buy Knorr
products from supermarket and online platform. Hence, the marketing mix of Knorr is

Principles of Marketing
5
effective as it helps the company to improve its sales and gain competitive advantage in the
market.

Principles of Marketing
6
4.0 References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an
introduction. Pearson UK.
Dootson, P., Johnston, K.A., Beatson, A. and Lings, I., 2016. Where do consumers draw the
line? Factors informing perceptions and justifications of deviant consumer
behaviour. Journal of Marketing Management, 32(7-8), pp.750-776.
Knorr,2019. Knorr products. Accessed From: https://www.knorr.com/uk/home.html
Rajavi, K., Kushwaha, T. and Steenkamp, J.B.E., 2019. In Brands We Trust? A
Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to
Marketing-Mix Activities. Journal of Consumer Research, 46(4), pp.651-670.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
Unilever,2019. Unilever Brands. Accessed From: https://www.unilever.co.uk/brands/food-
and-drink/knorr.html