KISSAN

Name: Taruni Jashnani

Roll no: 130 1
 Introduction to Hindustan Unilever

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With over 85 years of
Nine out of ten Indian Its products include It is headquartered in
heritage in India, HUL
households use our foods, beverages, Mumbai, Maharashtra,
is India’s largest fast-
products, giving us a cleaning agents and India. Hindustan Unilever
moving consumer
unique opportunity to personal care products. Limited has over 35 brands
goods company. 
build a brighter future. spanning 20 distinct
categories.
 HISTORY OF KISSAN
 During the British era, trains passing through Punjab made a
stop at a processing unit where farmers sold freshly picked fruits.

 Locals called this spot Kissan and from there on it became a

household name.

 The UB group, under the Late Vittal Mallya then, acquired

Kissan from Mitchell Bros. in the year 1950.

 In 1993, Kissan was acquired by Brooke Bond India and is now

an integral part of Hindustan Unilever Limited (HUL).

 Kissan evolved to become the first ever fruit and vegetable brand
in the country 3
SWOT Analysis Of Kissan
STRENGTHS WEAKNESSES
Strong brand name • Less shelf life
Good distribution Opportunity.
network
Comes in variety of • Health and
flavours hygiene factor  

Tie up with
corporates and hotels

Small SKO for rural Health conscious

areas people avoid and use
honey as a substitute
OPPORTUNITIES THREATS

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 KISSAN
PRODUCT
CATEGORIE
S

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Kissan Brand Extension
HUL always focused on
advertising Jams more than
any other bouquet.

In ketchup category it
enjoyed the win-win situation
with Nestlé's Maggi

It was easy for Kissan to take

over competitors like Real,
Tropicana in juice segment.

Kissan is the market leader

in Jam industry. Hence it
was easy for it to enter into
ketchup and squash category

Kissan Jam never had any

national competition

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 Kissan 4ps Stratergy
PRODUCT
Kissan has products in three categories as a part of its
marketing mix, i.e., Jams, ketchup and squashes.
Kissan’s primary focus in products has been on wider
portfolio in terms of flavours available to the consumer.
Packaging is done such that the customers can see the
product inside the container as well as easily take the
product out of the container.
PLACE
As Kissan, is a subsidiary of HUL, it takes advantage of
HUL’s large distribution network that has a pan India
presence  covering about 1 million retail outlets.
 Kissan uses warehousing system of distribution to
which the products are sent to various sales
territories and then finally reach the outlet location.
The products are also available in supermarkets,
rural areas as well as in online grocery stores.
PRICE
Kissan is in a segment which is a highly competitive
environment.
The major target customer for the products being
the mothers of small children of middle class
families for whom price plays an important role in
buying a product, the penetration pricing strategy is
used to target this large audience.
The price of the products are according to the flavours
and the ingredients added to it.
PROMOTION
Kissan being part of HUL, spend heavy amount in the
marketing of the brand with focus on the ingredients
used in its products.
Kissan is widely advertised through various marketing
channels such as TV adverts, Print media, retail outlets
and newspapers.
 Kissan also provides special offers on its products
during festivals to attract more people towards the
product as a part of their sales promotion effort.
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 GRAPHICAL ANALYSIS

INTERPRETATION: The above pie chart shows that INTERPRETATION: The above pie chart shows that
86.7% of the public come within the age group of 60% of the public are females and 38.3% are males.
15-30. 11.7% under the age group 30-50 and the
remaining 1.6% is above 50

OBSERVATION: Most of the respondents OBSERVATION: Most of the respondents are female
are young and come under the age group of
15-30. 8
INTERPRETATION: The above pie chart shows INTERPRETATION: The above pie chart shows
that 91.7% of the public say that Kissan jam is 58.3% of the public purchase Kissan jam every 2
readily available to them and 8.3% of them are months. 31.7% of them purchase it monthly and
not able to find it easily. 10% of them purchase it weekly.

OBSERVATION: Most of the respondents find OBSERVATION: Most of the respondents

kissan jam readily available purchase Kissan jam every 2 months
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INTERPRETATION: The above pie chart shows that INTERPRETATION: The above pie chart shows
46.7% of the public purchase Kissan jam from near that X% of the public buy Kissan jam for its
by stores, 33.3% from supermarkets and 20% of taste, Y% for quality, Z% for amazing offers and
them from departmental stores. A% as its economical.

OBSERVATION: Most of the respondents OBSERVATION: Most of the respondents

purchase Kissan jam from nearby stores. purchase Kissan jam for its great taste
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INTERPRETATION: The above pie chart shows that
60% of the public know about Kissan jam through
Advertisements, 26.7% through visiting stores,
11.7% through word of mouth and the remaining
1.6% through salesman or saleswoman.
OBSERVATION: Most of the respondents know
about Kissan jam through Advertisements.
INTERPRETATION: The above pie chart shows
that 90% of the public buy Mixed fruit jam,
8.3% buy mango jam and the remaining 1.7%
buy orange marmalade.
OBSERVATION: Most of the respondents
purchase mixed fruit jam
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INTERPRETATION: The above pie chart shows that 43.3% of the public are neutral
towards this idea, 26.7% strongly disagree, 11.7% disagree, 10% strongly agree and the
remaining 8.3% agree to this idea.

OBSERVATION: Most of the respondents are neutral to the idea to endorse a celebrity which will
affect their purchase decision. 12
 CONCLUSION
Kissan is India’s leader in quality assured
jams and ketchup. The brand is seen as a
champion of happy growth. The different
flavours create a unique experience that can
be enjoyed in so many ways.
Kissan has been producing various products
for its customers and as the survey shows,
the customers are very satisfied with this
brand due to its great taste
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 BIBLIOGRAPHY
https://www.hul.co.in/about/who-we-are/intro
duction-to-hindustan-unilever
/

https://
www.kissan.in/products/jam/mixed-fruit-jam.
html

https://
www.mbaskool.com/marketing-mix/products/
17337-kissan.html
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