Knorr Report 63192
Knorr Report 63192
Knorr Report 63192
ADVERTISING CAMPAIGN
Knorr Noodles
Table of Contents
Abstract..............................................................................................................................3
1. Introduction.................................................................................................................4
4.1. Clients...................................................................................................................4
7. Advertising Campaign.................................................................................................8
7.3. Strategies...........................................................................................................11
10. References.............................................................................................................16
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Abstract
This report is being conducted by the course instructor Yasmeen Tahera for Advertising
elective. The assessment revolves around what is the typical organizational framework
of an advertising agency, strategies used by the agency and how Knorr Noodles
campaign has followed the format. This is a combined work of students about the
survey of Mullen lowe group (creator of Knorr Noodles campaign).
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1. Introduction
1.1. Background to report
Competition way back in the first era of advertising in Pakistan (1947-1964) was very
little that only a few number of players existed in the advertising industry and the only
medium used was print ads in the urban areas. However, the introduction of unique
graphic messaging services (television) in the second era (1964-1978) was found to be
more acknowledged by the audience. From the third (1978-1988) and fourth era (1998-
2008) new advertising techniques started to replace the old approaches of advertising
until the sixth era, after that the modern technology completely replaced the old
advertising ideologies in the industry and advertisers started to endorse celebrities and
popular faces into the campaigns (Siddiqui, K. and Siddiqui, A., 2016).
4.1. Clients
1.Knorr 2. Descon
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3.Euro 4. Domex
5. Dalda 5. Efu Life
6.Happilac 6. Clear
7. ISL (International Steel Limited) 8. MMS Global
9. Ontex 10. Inovative
11.Sunlight 12. MCB (Bank for Lite)
13.ICI Pakistan Ltd. 14. GFC Fans
15.Karachi Aero Club 16. Surf excel
17.PepsiCo Inc. 18. Lenovo
19.Nestle 20. Ferrero
the media to run the ads. The senior management team is responsible for the agency's
commercial and financial operations.
digital media, and outdoor media such as billboards and billboards. In smaller agencies,
one person may combine planning and purchasing functions. Larger agencies have a
media department led by a media director who oversees the design and purchasing
teams. The media team may include professionals in print, broadcast or digital media.
It was known as Royco in Indonesia, Kenya, and the Netherlands, and as Continental in
Australia and New Zealand. Knorr is also produced in India and Pakistan. Products
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previously sold under the Lipton brand are now being absorbed into the Knorr product
line. With annual sales topping €3 billion, Knorr is Unilever's biggest selling brand.
An Israeli company, based in Haifa, Israel Edible Products, produces kosher soups for
Knorr that are sold in Israel and the United States. (knorr, 2018)
7. Advertising Campaign
An advertising campaign can be better described as an advertising approach or strategy
that is critically planned to achieve certain goals by the organization. For instance,
through advertising campaigns firms want to achieve enhanced brand awareness,
better communication and high profits within the market. Marketing your product which
was a difficult task in the old times is done easily through social media platforms and
advanced approach towards advertising (Advertising Campaign, 2021). In case of
specific event advertising demonstrated the behaviors of a consumers and studying
those helps them identify what is valid and what is not because, consumers tend to buy
products that contains a good word of mouth. However, advertising campaigns have
four main functions. For instance, social function, economical function, marketing
function and communicating function (Romat, 1997).
Authors’ selected advertising campaign in this case is “Knorr Noodles”. Since the
presentations regarding the advertising campaign has been given in the class, it is
important to quote that the campaign has communicating as well as marketing function
in way a that the campaign is representing mothers who are worried about untouched
lunch boxes and want a manageable delicious meal for their kids.
advertising, the advertisers educate the consumers about the features or benefits of
buying their product (Samarina, 1999).
(Source, Knorrnoodles.facebook).
Mothers are the decision makers for buying their kids their desired products and
companies that offer products for kids have mothers as the primary target. For this
reason, Knorr’s advertising campaign focuses on mothers and communicate with them
through storyline and script where they show concerned mothers thinking of how to
make school meals fun for their kids so they won’t skip it. In the campaign Knorr
provides them a fun solution, which is an easy to cook Noodles supporting local taste
buds through exciting flavors. The major objective of the campaign is to convince the
audience about buying Knorr noodles to make their school lunch fun, exciting and
manageable for the mothers. The slogan used in this campaign is effectively created to
support the objective of it. “Tummy full, Tiffin chat” represents how the noodles have this
magical thing that kids suddenly love to eat their lunch up.
2012). Instant Noodles for its property to be cooked within minutes is popular also it is
economical, and a little decision making is involved (Weihrich, 1993).
(Anwa, 2020).
7.3. Strategies
The term “Strategy” is a concept that can be perceived in a variety of ways. For
instance, under certain circumstances and management “strategy” might be a different
concept. However, in general strategy is the effective planning that works considering
both resources and policy of the organization (Nickols, 2012). According to the author,
human nature needs proper elaboration of the concept therefore Mintzberg (1987)
established his 5 P’s of strategy “plan, ploy, perspective, position, and pattern”, that are
ways to elaborate and utilize strategy (sahin, 2021) The significance of advertising
strategy can be defined by the fact that it facilitates the organization to better manage its
available resources in order to convey the message to the targeted audience. Moreover,
an advertising strategy facilitates the firms to allocate the advertising budget as well as
determine the revenues gained through the advertising (Juneja, 2015).
Knorr Noodles (Tummy full tiffin chat) campaign has also worked through their devised
advertising strategy in order to collect maximum revenues. The noticeable elements in
the campaign are the script and storyline of the advertisement, the campaign
successfully communicates with the mothers and school going kids with their script.
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(Source, YouTube).
To enhance the communication with the target audience (Mothers and children) the
advertisers have effectively used cartoon characters. For instance, Chatty and cluck
and a cat telling its story of how the kid no more shares his meal with the cat after his
mother brought Knorr noodles home. The use of cartoon characters increases the brand
awareness. As per researchers, Children tend to develop emotional bonds with the
designed figures or cartoons and for this reason “Brand mascots” are utilized to promote
brand awareness amongst young kids. Creating a friendly bond with cartoons on screen
can evoke positive feelings in the viewers which leads to children persuading their
parents to make purchases (BEUC, 2021).
(Source, Ppt).
(Source, YouTube).
On being interviewed mothers claimed that their kids get bored with the same kind of
lunch and they want a healthy as well as innovative solution for the kids. Knorr noodles
identified the customer pain effectively and introduced exciting flavored noodles that are
easy to cook and nutritious.
To the advertising agency client’s trust is the fundamental element. They create
advertisements that are critical, exciting and emotionally relatable to the audience.
Ultimately the profits earned through the strategies and the successful projects through
create awareness of their agency and clients approach them.
The company intends to attract the audiences towards their brand name by way of
advertisement. Advertisement helps a company to reach out to larger audiences and
introduce them to the company’s products and services. Because of this, the sales
increase, which enables the company to earn more profits. It is important that before
setting the advertising budget, the company’s objective is understood. (TARVER, 2021)
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References
Advertising Campaign. (2021, 4). Retrieved from
https://www.cyberclick.net/advertising/advertising-campaign
Anwa, H. (2020). KNORR INSTANT NOODLES. Retrieved from
https://www.coursehero.com/file/85617617/mkttttdocx/
Baksh. (2015, 8). Advertising Research. Retrieved from
https://www.businessmanagementideas.com/advertising-2/advertising-research/
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BEUC. (2021).
Chron. (2020, 11 23). The Organizational Structure of an Ad Agency. Retrieved from
https://smallbusiness.chron.com/organizational-structure-ad-agency-58870.html
chron. (n.d.). Organizational Structure of an Ad Agency. Retrieved from
https://smallbusiness.chron.com/organizational-structure-ad-agency-58870.html
Contributor, C. (2020, 11 23). The Organizational Structure of an Ad Agency. Retrieved
from Chron: https://smallbusiness.chron.com/organizational-structure-
advertising-firm-22862.html
Juneja, P. (2015). Marketing Strategy - Meaning and Its Importance. Retrieved from
MSG: https://www.managementstudyguide.com/marketing-strategy.htm
knorr. (2018, 7 21). Retrieved from https://en.wikipedia.org/wiki/Knorr_(brand)
media, g. (n.d.). The Typical Structure of an Advertising Agency. Retrieved from
https://www.aiglobalmedialtd.com/the-typical-structure-of-an-advertising-agency/
Media, G. (n.d.). The Typical Structure of an Advertising Agency. Retrieved from
https://www.aiglobalmedialtd.com/the-typical-structure-of-an-advertising-agency/
Naveed, F. (2014, 7 24). Criteria for Selection of an Advertising Agency. Retrieved from
Criteria for Selection of an Advertising Agency:
https://www.masscommunicationtalk.com/criteria-for-selection-of-an-advertising-
agency.html
Nickols, F. (2012). Definitions & Meanings.
Romat. (1997). Advertising in the marketing system. Kharkiv.
sahin. (2021).
Samarina. (1999). Advertising in Business.
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