Brand Dossier

BYPoulomi Paul

Saranya Roy

Nishant

Khattwani

Pratik Agarwal

Praveen Gupta

KISSAN

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0 History and Evolution 0 Initial Positioning and Repositioning0 Marketing Strategy0 Segmentation Strategy0 Product Analysis0 Tackling Competitions0 Distribution Strategy0 Proposals for Research0 Analysis of Research0 Conclusions

Agenda

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0 Kissan till now - - Acquired by Brooke Bond in 1993 from UB group - Separated from Brooke Bond as an independent brand under HUL

0 Kissan’s current scenario -

History and Evolution

Jam Ketchup Squash0

10203040506070

Market Share (in %)

X Axis: Kissan ProductsY Axis: Percentage divisions: 1 unit = 1%Source: www.bussiness-standard.com

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0 Initial Positioning – - Captured customer’s mind as an ‘add-on’ product with normal foods like snack, bread etc. - In 2000, HUL rebranded ‘KISSAN’ as ‘Annapurna KISSAN’

0 Repositioning – - Alternative applications – chapatti, samosa etc. - Dissolves tension between mother and child - “Good food is loved, not shoved”

Initial Positioning and Repositioning

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0 Advertising - Television - Print Media - Hoardings

0 Sales Promotion - Consumer Sales Promotion (Gifts and Discounts) - Trade Sales Promotion (Discounts on bulk purchase)

Marketing Strategy

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0 Geographic0 location

0 Demographic0 Income0 Age

0 Psychographic0 lifestyle

Segmentation Strategy

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Product Analysis0 Kissan tomato ketchup

0 Bottle0 Sachets

0 Kissan jam0 Pineapple 0 strawberry0 Mango 0 Apple0 Mixed fruit

0 Kissan Squashes0 Pineapple 0 Lime0 Mango 0 orange

0 Kissan Squeezo0 Pineapple 0 Strawberry0 Green Apple0 Mango

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0 General Competition - Heinz Ketchup - Maggi Ketchup - Druk Squash - Sil Jam - Rasna

0 Generic Competition - Butter - Pickle

Tackling Competition

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Distribution Strategy

CARRYING & FORWARDING AGENTS

STOCKISTS

WHOLESALERS

RETAILERS

CONSUMERS

HINDUSTAN UNILEVER LIMITED

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Proposals for Research

0 Designing the Hypothesis0 List of Hypothesis0 Information Required

0 Research Instruments0 Questionnaire0 Sampling Plan & tools of data collection

0 Analysis of survey0 Results0 Inferences

Contd...

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0 Hypothesis 1 Availability of the product in the market is the key driver for higher

market share

0 Hypothesis 2 Kissan requires a brand ambassador

Proposals for Research

Contd...

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Information Required

0 Consumer’s awareness about the product. 

0 Analyze the consumer buying behaviour what instigate to buy the product.

0 Alternatives available to the consumers.

0 Effect of advertisement on the consumers.

0 Importance attached to a brand ambassador by the consumers of this product category

Proposals for Research

Contd...

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0 Questionnaire: A prepared set of questions designed to generate data necessary for accomplishing the objectives of the research project.

0 Sampling Plan: Empirical research will be based on a sample survey & Judgment survey. The sample size of 75 for the survey will be drawn from consumers and thus appropriate representation of all market segments is ensured.

0 Tools of Data Collection:0 Likert Scale 0 Graphical Representation0 Rank Correlation

Proposals for Research

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0 Analysis of Hypothesis 1–

Analysis of Research

Kissan has a very strong distribution channel, so the products of kissan are easily available in every store.

Contd...

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0 Analysis of Hypothesis 1–

Analysis of Research

Availability hardly matters to core customers who are loyal to KISSAN

Contd...

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0 Analysis of Hypothesis 2 –

Recall of advertisements is very low

Analysis of Research

Contd...

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0 Analysis of Hypothesis 2 –

celebrity endorsement leads to high brand recall

Analysis of Research

Contd...

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0 Analysis of Hypothesis Testing –

Analysis of Research

From the Likert Scale analysis,we can infer that customers are Indifferent to celebrity endorsement

http://www.tempfiles.net/download/201010/126510/KISSAN-SurveyData---Final.html

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0 46% of our sample responded that they prefer jam with bread

0 90% of the jam consumer consume kissan jam0 100% of the sample found kissan jam to be available

anywhere0 Kissan jam customers are highly loyal towards the product0 Only 68% of the sample could recall advertisement of

kissan jam0 The ad with a celebrity endorsing had a higher brand recall

Conclusion

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