It is a preliminary analysis of the market campaign of Knorr Vie in Europe

1. By
Prakhar Jain
Kimberlee Clarke
Alejandro Guillermo
Priyamvada Navet
Ole Schneikart

2. TABLE OF CONTENTS
Product Description

Marketing Communication

Target Consumers

Main Competitors

2

3. PRODUCT DESCRIPTION
‘Shot' of fruit and vegetables.

100 ml of a blend of concentrated fruit and

vegetable juices and purees.
A Variety of flavours

apple, carrot and strawberry; banana, pumpkin and kiwi;

orange, banana and carrot etc...
It is quite thick - certainly thicker than a smoothie,

3

4. MARKETING COMMUNICATION
4

5. MARKETING COMMUNICATION
Do you eat
2 pieces of
fruit
everyday?
Do you eat 2
servings of
vegetable
everyday
This equals
100g of fruit
and 100g of
vegetables 5

6. PACKAGING
6

7. TARGET CUSTOMERS
Customers who are health conscious

According to an Ipsos survey published in October 2007, 52% of

French consumers are concerned about the effects on their health
by the food they eat.
Consumers who lead busy lives.

Convenience

Those who want taste with nutritional value

7

8. SUCCESS FACTORS
Symbol of Health

High portions of fruit and vegetables that contain very low sugar

levels
Positive Message

Provides consumers with 50% of their daily fruit

and/or vegetable servings.
Consumer Trust

Knorr is a quality product

8

9. COMPETITOR CLASSIFICATION
Non-
Alcoholic
Drinks
Carbonated Fruits and Health
Drinks Juices Drinks
Digestive Healthy Weight
Drinks Snacking Management
9

10. HEALTHY SNACKING
Hero Fruit2day

Sparky’s Wild Acacia Berry

Innocent Smoothies

Tropicana Smoothies

10

11. COMPARISON
PRODUCT CHARECTERISTICS ADVANTAGE/ BENEFIT
• Provides 2 of 5 a day •Shelf life is two months
KNORR VIE
• 100% natural ingredients
•Thick smoothie texture
40% price premium
•100ml - €0.88/bottle
• Provides 2 of 5 a day •Packaging is original
HERO’S
FRUIT2DAY • 100% natural ingredients
•Real fruit pieces
• 200ml - €1.70/bottle
32% price premium
• Provides 1 of 5 a day •Brand image – ethical,
INNOCENT
innocent
SMOOTHIES • 100% natural ingredients
• 250ml - €2.49/bottle •Wide selection of flavors
100% price premium
•Contains Vitamin C and
• Provides 2.5 of 5 a day
TROPRICANA
Manganese
SMOOTHIE • 100% natural ingredients
•Option to buy a 250ml or 1L
•250 ml - €2.00/bottle
100% price premium container
11

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