Kissan jam is a popular jam brand in India that was acquired by HUL in 1993. It has the largest market share for jam, ketchup, and squash products. Kissan targets upper and middle class individuals looking for a sweet breakfast option. Its marketing strategy involves television, print, and outdoor advertising as well as consumer and trade promotions. Kissan offers various jam flavors including pineapple, strawberry, mango, and apple. It aims promotional offers at kids to attract new customers. Though Kissan has a strong brand name and good distribution, its shelf life is limited and some consumers prefer healthier options like honey.

1. KISSAN JAM

2. 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’s current scenario :
Market Share(in %)
X Axis:Kissan Products
Y Axis: Percentage divisions: 1 unit = 1%
Jam Ketchup Squash

3. Parent Company HUL
Category Food Product
Sector Food Products
Tagline/ Slogan Jamilicious
KISSAN JAM
USP Most popular jam brand

4. STP
Segment People wanting to have a sweet breakfast
Target Group All people in the upper and middle class
Positioning Makes food interesting

5. MARKETING STRATEGY
• Advertising :
Television
Print Media
Hoardings
• Sales Promotion :
Consumer Sales Promotion
Trade Sales Promotion

6. TYPE OF PRODUCT
• Kissan jam
Pineapple
strawberry
Mango
Apple
Mixed fruit

7. 4 P’s OF MARKETING MIX
Price
• Allowances and deals
• Distribution and retailer mark-ups
• Discount structure
Product
• Quality
• Models and sizes
• Packaging
• Brands and Service
Promotion
• Advertising
• Sales promotion
• Personal selling
• Publicity
Place
• Channels of distribution
• Outlet location
• Sales territories
• Warehousing system

8. TARGET
• Promotional schemes and offers specially for kids who are the
main target customers by the company.
• Interacted with targets in parenting &motherhood, women, men,
bargain shopping and marketing and advertising communities
through word of mouth messaging, digital PR, and micro-blogging
to build awareness
• Kisaan also innovated in packaging.This was good enough to
attract children.With competitors like Sil,Tops this brand attracted
the children and provide them with a better,healthy and tastier
food Product

9. SWOT ANALYSIS
Strength
1. Strong brand name
2.Excellent advertising and visibility
3.Good product distribution and availability
4.Lots of flavors and varieties available
Weakness 1.Food products have a limited shelf life
Opportunity
1. Tie-ups with corporates
2.Cheaper packets for rural areas
Threats
1.Health conscious people avoiding sweet
2.Honey

10. COMPETITORS
1. Mala Jam
2.Mapro Jam
3.Druk Jam

11. CONCLUSION
• 46 % of our sample responded that they prefer jam with bread
• 90% of the jam consumer consume kissan jam
• 100% of the sample found kissanjam to be available anywhere
• KIssan jam customers are highly loyal towards the product
• Only68% of the sample could recall advertisement of kissan jam
• The ad with a celebrity endorsing had a higher brand recall