Kissan Job

cornerstone 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 degree Celsius 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 force out ) -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 female parent and child Tackling competition * General competition Heinz ketchup Maggi ketchup Sil jam Rasna * Generic competition * cover * Pickle Distribution strategy Place Kissan always pla ys 1ST as the quality is never pour down Target customers Kissan jams are mainly cigaretteing on kids and modern youth who are found to be spring 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 mean advertisement of kissanjam * The ad with a celebrity endorsing had a higher brand recall