The second biggest power brand, Knorr ,under Unilever has hit its 5 billion milestone recently.The major reason behind the stepping stone could be attributed to their bouillons, which has been satisfying customers by offering locally relevant tastes, moving along with the taste trends, and last but not least the earth to provide innovative and creative options to customers frequently.
Knorr has become a 5 billion brand, after 3 years of successive growth .Knorr is the leading bouillon selling brand in the world in the 13 billion bouillon selling market, with 600000 bouillons sold every minute.
What were the major growth drivers behind Knorr?
The major growth drivers of the brand could be attributed you convenience authentic rich flavours and understanding of consumer preferences catering to their local cuisines as well.It was two centuries before that the brand had launched it’s dried soup , Knorr bouillon powders, cubes and jellies which has now turned into a common pantry item in each and every place ranging from common household to the kitchen of professional chefs.
The approach of customizing to the needs of local flavours and providing innovative products being a global brand and the market leader is what sets about Knorr from its competitors.This part has been acknowledged by the global vice president of Knorr as well.He added that deep knowledge about the local cuisines and their preferences help them to adjust their innovative products in order to capture in those regions.The marketing strategy of local taste preference customisation has helped them to create a wider reach in the country within a short span of time.While talking about another country,Knorr has focused on creating a flavour that resonates with the optimal chicken ingredient of the top rated dishes of the country known as Chicken Tinola.
In Ethiopia, the company has adjusted it’s product by adding fortified zinc , as people of Ethiopia are found zinc deficit. This would help them to fight against zinc deficiency, and the taste is catered to making shiro wat – the national staple of Ethiopia which is basically a chickpea stew.While talking about nutrition, Unilever has adjusted its product to provide extra nutrition to malnutrition widespread areas by supplementing the product with fortified vitamins and minerals.
In conclusion, it is evident that the company has adjusted its taste to the local market to grab their attention and become a major player in common households. This has provided done with massive growth & success over the years finally leading to hitting the milestone of 5 billion. Being a global brand, meeting the needs of local public through their local cuisines is what steps to brand apart from its competitors.Customising their brand to local preferences shows that the brand cares for their personalised needs and is acknowledging their cuisine and culture.
