Knorr Vie

By

Prakhar Jain

Kimberlee Clarke

Alejandro Guillermo

Priyamvada Navet

Ole Schneikart

Knorr Vie

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TABLE OF CONTENTS

Product Description

Marketing Communication

Target Consumers

Main Competitors

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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,

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Knorr Vie shot provides 50% of your daily need of fruit and vegetables.

MARKETING COMMUNICATION

Each Knorr Vie shot contains the vitamins, minerals, antioxidants and polyphenols of half your recommended 5 a day.

Are you Getting Enough?

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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

MARKETING COMMUNICATION

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PACKAGING

Packaging portrays a layered montage of the fruit and vegetables, photographed at peak ripeness to be mouth-watering and appealing, whilst also reinforcing its natural ingredient claims.

Vie means Life. The “V” depicts values of wellbeing and energy

Comes in a 9cm bottle

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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

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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

SUCCESS FACTORS

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COMPETITOR CLASSIFICATION

Non-Alcoholic Drinks

Carbonated Drinks

Fruits and Juices

Health Drinks

Digestive Drinks

Healthy Snacking

Weight Managem

ent

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HEALTHY SNACKING

Hero Fruit2day

Sparky’s Wild Acacia Berry

Innocent Smoothies

Tropicana Smoothies

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COMPARISONPRODUCT CHARECTERISTICS ADVANTAGE/ BENEFIT

KNORR VIE

40% price premium

• Provides 2 of 5 a day

• 100% natural ingredients

•100ml - €0.88/bottle

•Shelf life is two months

•Thick smoothie texture

HERO’S FRUIT2DAY

32% price premium



• 200ml - €1.70/bottle

•Packaging is original

•Real fruit pieces

INNOCENT SMOOTHIES

100% price premium



• 250ml - €2.49/bottle

•Brand image – ethical, innocent

•Wide selection of flavors

TROPRICANASMOOTHIE

100% price premium

• Provides 2.5 of 5 a day


•250 ml - €2.00/bottle

•Contains Vitamin C and Manganese

•Option to buy a 250ml or 1L container

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Documents

Knorr Vie