KNORR instant noodles has seen its market share in Bangladesh fall drastically from 5% to 38% dominated by Maggi. Research found that KNORR noodles were seen as bland and tasteless compared to spicy flavors preferred by Bangladeshis. Additionally, the focus on chicken flavors did not appeal to preferences for masala. While KNORR sales initially rose when Maggi had supply issues, its decline resumed once Maggi resolved its problems. To improve its position, KNORR should introduce more flavors suited to local tastes, focus on brand extensions to new products, and create advertising campaigns specific to the Bangladeshi market.

1. Round 1: Brand Problem Analysis

3. Company Overview
Scenario
Product
Brand
Personality
Target
Group
01
02
03
04
KNORR is the brand of Unilever which has always
encouraged homemakers to make healthy, delicious
foods with on cholesterol and sodium content
KNORR have Chicken Sizzler Noodles and Classic
Chicken Noodles. 8 packs 520 Gm costs 138/- BDT
with a Free Tiffin Box.
KNORR believes in simplicity and practicality,
warmth and closeness, fresh and colorful.
KNORR focuses to make mothers their target customers
and the children as their target consumers. That is the
reason their advertisements are based on kids.

4. Instant Noodles is a highly penetrated category (65%) in Bangladesh.
But, KNORR Instant Noodles Market Share is Falling drastically.
Brand Problem

5. Current Market Share
Maggi
53%Mr. Noodles
38%
KNORR
5%
Others
4%
Source: https://www.mordorintelligence.com/industry-reports/instant-noodles-industry-in-bangladesh

6. 1
2
3
1
2
3Very Few Loyal Customers and not
buying this product again
TG found Knorr Noodles’ taste to be
bland and tasteless
Bangladesh likes spicy or thai flavours more and
KNORR is European savory biased which did not
suit the Bangladeshi people’s taste.
There is lack of awareness for the idea of real
chicken and vegetable which did not get set in
consumer minds that strongly.
Started with a Good Sales but
ended up declining
It was due to Maggi’s supply chain problems.
Once Maggi solved their problems, KNORR’s
sales begin to decline.
4 5Chicken Noodles are not being
liked by Customers
Knorr Market research failed as they thought
Bangladeshi people like chicken but we like
Masala Flavor which is already of Maggi.

7. Steps to Improve
Unilever KNORR can introduce
more flavours of Noodles,
which would suit the tastes of
Bangladeshi people and also
focus on Brand extension by
introducing new products like
Pastas.
KNORR can create new
campaigns for Bangladeshi
market rather than using the
Indian made advertises. by
doing this Knorr will be able
to attach itself to the
customers
More improvements are
needed to establish a strong
positioning . Unilever products
are mostly successful, and
People are becoming
conscious which is a good
indicator that they will realize
healthy KNORR’s advantages.
1 2 3