Professional Documents
Culture Documents
Kissan
Kissan
m
6
m issan till now -
- Acquired by Brooke Bond in 1993 from UB group
- Separated from Brooke Bond as an independent brand under HUL
m
m
m Initial Positioning Ȃ
- Captured customerǯs mind as an Ǯadd-onǯ product
with normal foods like snack, bread etc.
- In mmm, HUL rebranded ǮISSANǯ as ǮAnnapurna
ISSANǯ
m Repositioning Ȃ
- Alternative applications Ȃ chapatti, samosa etc.
- Dissolves tension between mother and child
- DzGood food is loved, not shoveddz
m
m Advertising
- Television
- Print Media
- Hoardings
m Sales Promotion
- Consumer Sales Promotion (Gifts and Discounts)
- Trade Sales Promotion (Discounts on bulk purchase)
m
m Geographic
m location
m Demographic
m Income
m Age
m Psychographic
m lifestyle
m
2
m issan tomato ketchup m issan Squashes
m Bottle m Pineapple
m Sachets m Lime
m Mango
m orange
m
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m General Competition
- Heinz etchup
- Maggi etchup
- Druk Squash
- Sil am
- Rasna
m Generic Competition
- Butter
- Pickle
m
á
HINDUSTAN UNILEVER LIMITED
STOCISTS
WHOLESALERS
RETAILERS
CONSUMERS
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m Designing the Hypothesis
m List of Hypothesis
m Information Required
m Research Instruments
m Questionnaire
m Sampling Plan & tools of data collection
m Analysis of survey
m Results
m Inferences
Contd...
m m
m Hypothesis 1
Availability of the product in the market is the key driver for higher
market share
m Hypothesis
issan requires a brand ambassador
Contd...
m
Information Required
m
Empirical research will be based on a sample survey
&
survey. The sample size of for the survey will be drawn
from consumers and thus appropriate representation of all market
segments is ensured.
m
2
m Analysis of Hypothesis 1Ȃ
issan has a very strong distribution
channel, so the products of kissan
are easily available in every store.
Contd...
m
2
m Analysis of Hypothesis 1Ȃ
Contd...
m
2
m Analysis of Hypothesis Ȃ
Contd...
m
2
m Analysis of Hypothesis Ȃ
Contd...
m
2
m Analysis of Hypothesis Testing Ȃ
m
m % of our sample responded that they prefer jam with
bread
m 9m% of the jam consumer consume kissan jam
m 1mm% of the sample found kissan jam to be available
anywhere
m issan jam customers are highly loyal towards the product
m Only % of the sample could recall advertisement of
kissan jam
m The ad with a celebrity endorsing had a higher brand recall
m
m m