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...