Knorr - Why It's Still Good To Invest In The Stock Market

Nicole Rulka and Orlando Hooper-Greenhill

Knorr faced a challenge when it launched its new Knorr Stock Pot: communications needed to convince a seemingly happy stock cube user to trade-up to the new product while minimising cannibilisation of Knorr's existing range.

Knorr – Why It's Still Good To Invest In The Stock Market

Principal Author: Nicole Rulka - JWT Contributing Author: Orlando Hooper-Greenhill - JWT

INTRODUCTION

This is a paper about growth. The lifeblood of any FMCG brand is NPD, yet with only 1 in 5 launches succeeding, each one is a precarious stepi. The key challenge for any brand is to achieve growth that is brand and business enhancing, rather than SKU expanding, and in a way that avoids cannibalisation.

This paper will show how Knorr, a number two brand in the stock category, took on the...

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