Knorr Soup Vs Maggi Soup

Pr esente d by
Ha ris h. B
Mohit S ing hi
 In tr oductio n

Overall soup industry in India – 22 million litres

Packaged branded soup – only 0.5 million litres
Major players – HUL’s Knorr, Nestle’s Maggi, MTR, and GCMMF’s
Masti

Knorr products sold in over 87 countries & their punch line is

“Good Food Matters”
With only soups in India, Knorr resulted in an 18% growth
Knorr is No. 1 & holds a majority of market space with 55%

Maggi is one of the main brands of Nestle in India & Knorr’s

nearest competitor
Maggi – first company in to launch packaged soups in India in
1989
Maggi’s new punch line “Taste Bhi, Health Bhi” after re-launching
its brand
Cust om er Valu e

Knorr soups – a healthy evening snack, not only a starter

Knorr soups are low in Cholesterol & Fat with goodness of
vegetables
Knorr’s perceived value is more than the price of the soup

Maggi is more popular for its other products like Noodles, sauces,
etc, hence already have a good perceived value
Maggi soups have been re-launched with new flavors with the focus
being “Healthy Soups”

Pr odu ct St rategy
Kn orr So ups Magg i So ups

Good Food is their main priority
Categorized soups in 3 user
friendly names
Producing tasty & healthy
soups for the Indian consumers
Responsible for good & healthy
food
Re-launched with what the
consumers want
More heterogeneous soups
Pr ici ng St rateg y

Knorr soups range between Rs. 29 to Rs. 33 and 34 grams to 68

grams in quantity whereas Maggi’s range being Rs. 29 to Rs. 30
for 40 g to 70 g packs
Maggi introduced 1 serving packs of 12 g for Rs. 8 – a first time in
India
Marginal price increase of Knorr soups in the past few years

Pl ac e St rategy

Knorr soups easily available in almost all super-markets,

departmental stores, etc whereas Maggi soups are available
mostly in super-markets and very few stores
Almost no presence in the Rural Markets

Pr omo tion S tr at egy

Effective Ads of Knorr compared to Maggi’s

New Indian flavors of Knorr
Maggi’s new offer – 20% free in 70 g packs
 SWO T A nal ysis
Knorr Soups
 Major Market share of
about 55%
 Wide range of flavors
 A perfect alternative for
“Home Made Soups”
which is convenient
 A smaller distribution
channel
 No small 1 or 2 serving packs
 Presence of MSG
 Rural Market presence
almost nil
 Improvement of ads
 More healthier soups
 Presence of local competitors
 Pricing competition
Maggi Soups
 Loyal consumer base
 Wide distribution channel
 Packs available in various
sizes
 No added MSG
 Expectations and standards
of Knorr
 Poor & ineffective ads
 No presence in Rural Markets
 Few flavors in the market
 Stronger ads maybe with
popular brand
ambassadors
 Acquire Knorr’s market
space
 Pricing competition with new
& existing brands
Conclusio n
Both companies have quite different marketing strategies
Knorr has better Promotional and Place Strategies
Pricing of Maggi Soups are marginally lower than that of Knorr
Maggi Soups are more Healthier than Knorr but need to increase
the range of flavors
Both the brands have huge opportunities in the Rural markets
Thank You