This is about the brand management and marketing activities of the brand Kalimark Bovonto.

1. Brand Management
Mohan Raj
Navnith Krishnan

2. Brand History
• Established in 1916 at Virudhunagar
• Founder - Mr. PVSK Palaniappa Nadar.
• CEO – Mr. R. Palaniraj
–Mr. D. Suresh Kumar
–Mr. R. Shakthivel
• Brand Value – Rs. 100cr
• Withstood competition for nearly 100 years.

3. Brand Elements
• Name – Kalimark
• URL – www.kalimarkbovonto.com
• Logo –
• Symbol –
• Slogan – A Unique Taste
• Jingles –
• Character -

4. 4 P’s of Marketing
• Product – Carbonated Soft Drinks and Non-
Carbonated Fruit Drinks
• Price – Premium price
• Place – 5,00,000 outlets covering Tamilnadu
also a very few in Karnatka, Kerala
and Andhra
• Promotion – Wall Painting advertisement, Mini
Hoardings, Sponsoring regional
tournaments, Television and
Social media.

5. Line of Products

6. Promotion Activities

7. STP
• Segmentation – Southern India
• Targeting – All age group and gender
• Positioning - Refreshing, High Quality,
Hygienic, Tasty Cold
drinks.

8. Points of Parity and Difference
• PoP – Quenching Thirst, Carbonated soft
drinks, Non-Carbonated Fruit drinks,
• PoD – Pan-India, Unique Taste, Consitent
Quality, Hygiene and Healthy,
No Celebrities for Promotion.

9. Brand Building blocks

11. Thank You