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2. History of Kissan
Kissan was primarily introduced for
Britain settlers in India since 1935
The UB group, under the Late Vittal
Malya then, acquired Kissan from
Mitchell brothers in the year 1950
Later in 1993, Hindustan Unilever
Limited took it over from the UB
group
Kissan evolved to become the first
ever fruit and vegetable brand in
the country
3. Growth of HUL in India
1931
•Unilever set up its first Indian
subsidiary, Hindustan Vanaspati
Manufacturing Company
1984
•Brooke Bond joined the
Unilever fold in through an
international acquisition
1986
• Ponds joined the Unilever fold
through an international
acquisition
1991
•Liberalisation in Indian
economy helped HUL to explore
every single product and
segmentliberalisation
1993
•HUL acquired Kissan from the
UB Group
2001
•HUL launched a new project
shakti
2002
•HUL entered into Ayurvedic
health & beauty centre
category with the Ayush
product range n Ayush Therapy
Centres
2004
• HUL launched ‘Pureit’ water
purifier
2012
•The Customer Insight &
Innovation Centre was
inaugurated at the HUL campus
at Andheri, Mumbai
7. Kissan Brand Extension
Kissan Jam never had any national competiton.
It is the market leader in Jam industry. Hence it was easy for it to
enter into ketchup and squash category
It was easy for Kissan to take over competitors like Real,
Tropicana in juice segment.
HUL always focused on advertising Jams more than any other
bouquet.
In ketchup category it enjoyed the win-win situation with Nestle’s
maggi
8. SWOT Analysis of Kissan
Strength
1. Strong brand name
2. Good distribution network
3. Comes in variety of flavours
Weakness
1. Less shelf life
Opportunity
1. Different SKU should be made
available
Threat
1. Health conscious people
avoide and use honey as a
substitute
9. Sales of Sauces : Volume(in tonnes)
0
10000
20000
30000
40000
50000
60000
70000
80000
2011 2012 2013 2014
• Sauces, dressings and condiments grows by 18% to reach
INR 93 billion in 2014
• Ketchup is the most popular sauce which demonstrated a
strong value growth of 17% in 2014
10. Sales of Sauces: Value(in million)
0
2000
4000
6000
8000
10000
12000
2011 2012 2013 2014
• In 2014 Sauces, Dressings and Condiments industry had a
value of INR 92,893.44 million ,out of which INR 11130.3
million is from ketchup
17. Kissan campaign “Kissanpur”
Kissan created the “real” world of Kissanpur, where it
encouraged kids to experience real nature
Almost 80,000 enthusiastic kids participating in the initiative
Kissan will choose 100 top growers and use their tomatoes to
make their favourite Kissan tomato ketchup
Philosophy of this campaign is that consumers will fall in love
with nature only when they experience the wonders of the real
world
19. Kissan Ketchup : 4 P’s of Marketing
1. Product
The natural flavour of the ketchup makes the food tastier to
eat.
The kissan ketchup pack comes in different sizes,style like
(pouch, bottle,squeezo) and it can be easily consumed by the
common people
The size of the packs is 200 gm, 500 gm, and 1 kg and also
comes with 15 gm pouch pack
The main ingredients of the kissan fresh tomato ketchup are
28 % percent of tomato paste, sugar, salt, acidity regulator, 20
% of stabilizers - 1422 and 415, preservatives 211, onion
powder, garlic powder, spices, and condiments
21. 2. Price
Flavours Package Size (in gm.) Price (in Rs.)
Kissan Sweet And Spicy ketchup 200 55
Kissan Fresh Tomato Ketchup 200 48
Kissan Squeezo Fresh Tomato
Ketchup
450 97
Kissan Squeezo No Onion No
Garlic Sauce
450 97
Kissan Chilli Tomato Ketchup 500 94
Kissan Sweet & Spicy Ketchup 1000 136
Kissan Squeezo Chilli Tomato
Sauce
450 101
• Kissan price the ketchup according to the flavors and the
ingredients added
22. 3. Place
The fresh Kissan ketchup is available in almost all the
supermarkets and in the online grocery stores
Kissan ketchup has reach to even rural areas
4. Promotions
Kissan mainly advertises its core brand jam
Kissan ketchup is widely advertised and promoted in
1. TV advertisements
2. Print media
3. Retail outlets
4. Newspapers
24. 1. Behavioral Segmentation
Health Conscious consumers
Potential Customers
Fast food lovers
Consumers who are particular about ingredients
and flavors
Kissan provides special offers during festivals to attract more
people towards their product
25. 2. Geographic Segmentation
Kissan is produced and consumed in almost all the
countries where HUL has its base
It has a tie up with Pizza hut and it is consumed in all the
countries where Pizza hut as its existence
26. 3. Demographic Segmentation
Gender : Consumed by both male and female
Age : 5 – 50 years
Income : Mostly families with more than Rs.10000 income
or more
Consumed by singles or families
Usually complements fast food
27. Target Segments
Mostly consists of middle incomed to high incomed
households of family
Share of consumption of kissan ketchup in restraunts, railways
and colleges is higher than households
Targeted to consumers who prefer higher preservation ability
Since its absence hurts and presence does not add much it is
targeted to consumers who look for better taste at low price
29. Delmonte Heinz
Tagline: Taste like never before
Positioned as Tasty ketchup no one
can resist
Premium Ketchup brand
Tagline: Grown Not Made
It is focused on health and taste
Premium Ketchup brand
Maggi Tops
Tagline: Make a difference
Foucsed on quality and taste
Premium ketchup brand
Tagline: Classical ketchup; made
old fashioned way
Focused on taste and quality
Comparitevly low cost
Kissan Ketchup Competitors
30. Ketchup Market share in India
47%
41%
2%
10%
Market share
Maggie
Kissan
Heinz
Others
31. Points of Parity
Good Taste
Better quality
Product worth the price
Healthier
Preservation ability
32. Points of Difference
Packaging like squeezo, which is an upside down plastic
bottle and is the first of its kind in the country
https://www.youtube.com/watch?v=R1w_rnaxBoM
Availability of the product – Reach to even rural places
100% real made tomatoes are used
https://www.youtube.com/watch?v=IXVQEmjW9Zg
35. Brand Resonance Model
Resonance
Judgement Feelings
Salience
Performance Imagery
4. Relationship
What about you & me?
3. Response
What about you?
2. Meaning
What are you?
1. Identity
Who are you?
36. Kissan Resonance Model
Resonance
Like mind
Sense of belonging
Judgement
Known brand,
Fresh and delicious
Ingredients,Kids love
it,Kissan Jam effect
Feelings
Environmental
concerns,Reassuring
social approval
Performance
High quality, 100% real
tomatoes, variety of flavors,
Go with all snacks
Imagery
Best served with fast food,
Finger licking good,
Kids love it with
breakfast,modern consumption
Salience
Very high brand awareness , probably the first brand to be recalled in ketchup
category in India, Kissan jam has effect on this
39. Under the guidance of
Prof. Sameer Mathur
Indian Institute of Management, Lucknow
Marketing Professor 2013
Marketing Professor 2009-2013
Carnegie Mellon
Ph. D and M.S. Marketing 2003-2009
BuddingMarkets.com
Nikitha T.J.
PGP30093
Brand Management
Term IV
Indian Institute of Management, Lucknow