Introduction : History and Evolution : Kissan till now –Acquired by Brooke Bond in 1993 from UB group -Separated from Brooke Bond as an independent brand under HUL Kissan current scenario : Kissan jam Varieties : * Pine apple * Mango * Apple * Strawberry * Mixed fruits Pricing : 100 gm Bottle – Rs. 22 200 gm Bottle – Rs. 47 500 gm Bottle – Rs.
102 Promotion : * Advertising -television -print media -hoardings * Sales promotion Consumer Sales promotion ( gifts and discount ) -Trade Sales promotion ( discounts on bulk purchase ) Position : Initial Positioning : -Captured customers mind as an add-on product with normal foods like snack, bread etc. -In 2000, HUL rebranded “KISSAN” as “Annapurna KISSAN” Repositioning : -Alternative applications-chappathi,samosa etc -Dissolves tennsion between mother and child Tackling competition : * General competition : Heinz ketchup – Maggi ketchup – Sil jam – Rasna * Generic competition: * Butter * Pickle Distribution strategy : Place : Kissan always plays 1ST as the quality is never down Target customers : Kissan jams are mainly targeting on kids and modern youth who are found to be make their food more tastier and healthy and this is also beneficial for all age groups. A large target market for kissan jam is people who are paying guest and hostelers.
Example: Tops and Sil are the major players in this segment. Conclusion : * 46% of sample responded that they prefer jam withbread * 90% of the jam consumer consume kissan jam * 100% of the sample found kissanjam to be availableanywhere * Kissan jam customers are highly loyal towards the product * Only 68% of the sample could recall advertisement of kissanjam * The ad with a celebrity endorsing had a higher brand recall