Sustainable or Holistic Marketing

Sustainable or Holistic Marketing

Sustainable Marketing or Holistic Marketing refers to way of marketing which incorporates needs of the customer, the organization and the society in general, and a nation as a whole over a long term. Sustainable marketing covers factors such as corporate social responsibility, ecological marketing etc.  An approach which leads to better relationship with consumers by directly supplying goods and services needed by them can also be termed as holistic marketing.

Kissan jam is a very loyal product in the market. It also carries decent goodwill in the international market. It comes under HUL Company. They believe in customer satisfaction in every context. The kissan jam is not only gaining any number of customers but also they are sustaining in very good way. If any customer needs jam product for consumption that customer will directly ask for kissan jam first and if it will not availaqble in that store than only that customer will go to alternative for kissan jam 

Most interesting lines from kissan for the product jam

Liven up bread or parathas, blend with milk for a milkshake,add to kheer or put a dollop on icecream for a sundae. At Kissan, we're passionate about combining enjoyment with nutrition. With more than 75 years of expertise, we bring you innovation ways to savour the goodness of nature! Get your day off to a great start with kissan jams!                       

Segmentation / Targeting / Positioning & Marketing Strategies

Segmentation / Targeting / Positioning & Marketing Strategies

Segmentation

Market segmentation

is the process in marketing of dividing a market into distinct subsets (segments) thatbehave in the same way or have similar needs. The process of segmentation is distinct from targeting(choosing which segments to address) and positioning (designing an appropriate marketing mix for eachsegment).

BASIS OF MARKET SEGMENTATION

A)   Geographic Segmentation

Kissan, as it’s a part of HUL, which has a huge distribution setup which helps it to reach the masses and rural

areas better than the other brands present in the market. It has both width and breadth in marketing.

B)   Demographic Segmentation

Primarily for Kissan jam and jelly the company considers children to be the most lucrative customers. Kissan ketchup has a different take on the type of 

Customers. It looks for more “Samosas “and “

Pakora

“

freaks who truly outnumbers many others in the consumption of Kissan ketchup.

C)   Psychographic Segmentation

Kissan provides special offers during festivals to attract more people towards their product. Offers in special social festival allow a large number of consumers to experience and enjoy the Kissan Tomato Ketchup taste.The main target segment for the brand was the growing kids and the tagline used was: “Deliciously wholesome products for kids to grow up”. Consequently, most. Kissan ads show kids eating food only when Kissan jam or ketchup is applied to it. The most popular product under the brand is the tomato ketchup and The recent tagline of the same is “just lagao, kuch bhi khao” (HUL WEBSITE)

Foods

(4% Revenue, 0.8% EBIT): In spite of having one of the best distribution networks (coverage of 6.3 moutlets) in the country, the food business has never constituted a big part of revenues. That is why this is the current focus area for HUL. Presence in the foods category is mainly through Kissan brand. HUL is clearly keeping a low profile in the staples category, which is low margin business. Foods margin dipped partly dueto launch related costs for Amaze brain foods (launched in two southern states during the January

March2008 quarter). In 2001, HLL spun off two separate umbrella food brands under Kissan and Annapurna. While Kissan would be used to market food brands for kids, Annapurna would stand for staple foods such as attaand iodized salt. 

Targeting

• ·         There are no such target group for kissan jam
• ·          Every class can eat kissan jam
• ·         Mainly it is targeted for kids because it contains fruits which will help them to grow fast       and provides nutrition.
• ·         Also it helps kids to grow their calibre.

Positioning

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market .Kissan wants to be the brand which will help dissolve tension between mother and the family during informal good food moments. With Kissan, good food is loved not shoved Jam being a sweet product attracts kids. Kissan jam aims to be present at every household’s breakfast table. At the moment Kissan produces jams, ketchup’s, squashes and tomato puree

Organizational buying behaviour

 Organizational buying behaviour

  

Organization buying is the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.

Stages of organizational buying process

Kissan is a brand that comes under HUL(Hindustan unilever ltd). Acquired by Brooke Bond in 1993 from UB group. Separated from Brooke Bond as an independent brand under HUL. 46% of sample responded that they prefer jam withbread. 90% of the jam consumer consume kissan jam.100% of the sample found kissan jam to be available anywhere. Kissan jam customers are highly loyal towards the product .Only 68% of the sample could recall advertisement of kissan jam

Consumer Behaviour

Consumer Behaviour

Consumer Behaviour and customer behaviour are interlinked. Consumers are generally value maximizes. A consumer has an expectation on value and acts on it. Consumer behaviour is also depended on the brand association he / she has from it.

A buyer’s satisfaction is a function of the product’s perceived performance and the buyer’s expectations. Today firms are always on the lookout for gauging the consumer’s expectations & needs and always are trying to satisfy the consumer’s needs. Marketers are basing their strategies on the behaviour of the consumers. 

                                                                                                                                      

The buying behaviour pattern of the consumers is captured by the marketers.

A firm will never want to lose its most profitable customers as it will dramatically affect its profits. Consumer’s today emphasis very much on the quality of the product that are on the offer. 

Marketers play a key role in achieving high levels of total quality so that firms remain solvent and profitable.

To understand Consumer Behaviour in a proper way, many companies have now started becoming more skilled in CRM or the Customer Relationship Management which focuses on developing programs to attract and retain the right customers and meeting the individual needs of those valued customers. 

Sales Management

Sales Management

     

What is Sales Management?

• A sales manager can have a narrow or a broad spectrum of responsibilities including the following: estimate demand and prepare sales forecasts; establish sales force objectives and quotas; prepare sales plans and budgets; establish the size and organization of the sales force; recruit, select, and train the sales force; compensate the sales force; control and evaluate sales performances.”
• “Good sales management properly applied is the least expensive, most effective, way to increase dollars of revenue and margins, market share, cash flow, return on investment, and net present value, as well as to beat the competition and make yourself a hero. . . . It costs no more to properly hire, train, compensate, motivate, and evaluate salespeople. Effective time and territory management, forecasting, planning, budgeting, and good communication and control are no more expensive than performing these same functions poorly.”
• “Sales management: The attainment of sales forces goals in an effective and efficient manner through planning, staffing, training, directing, and evaluating organizational resources.”

Sales for kissan jam is the that product is available in any every 2^nd general store, mall, super market , or retail market. It is very easy for any customer to buy kissan jam from anywhere. As we known kissan jam is well known globally so the availability is also very frequent.

Distribution

Distribution

The place of distribution refers to the channels that are used to make products and services available to consumers. For FMCG Products like Colgate Toothpastes, the distribution channels make a lot of difference. The stronger, the distribution channel, the more robust the revenues and better marketing strategies for the company can be designed for the brand.

                           

·         Distribution strategy for kissan jam

Place:
Kissan always plays 1ST as the quality is never down

Target Customers:
Kissan jams are mainly targeting on kids and modern youth who are found to be make their food tastier and healthy and this is also beneficial for all age groups. A large target market for kissan jam is people who are paying guest and hostelers.Example: Tops and Sil are the major players in this segment.

HUL’s products are distributed through a network of 4000 re-distributors, stockist covering 6.3 million retail outlets reaching the entire urban population and about 250 million rural consumers.

Promotions - IMC / ATL / BTL

Promotions - IMC / ATL / BTL

Integrated marketing communication (IMC): Integrated marketing communication is a simple concept. It ensure that all forms of communication and messages are carefully linked together. At its most basic level, integrated marketing communication, or IMC, as we will call it, means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotions have its own mix of communication tools. All of this communication tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts-providing they speak consistently with one voice all the time, every time.

Following are the two factors of marketing communication:

1.     ATL (Above the Line) Communications:  Provides to Mass Market by using Mass media like television, cinema, radio, and print, Telephone, Internet, and Out-of-home etc.

2.    BTL (Below the Line) Communications: Provides to Niche Market by using Design, Direct Marketing (Telemarketing, mails, catalogues etc.), Public Relations, Sales Promotions, Buzz (Word of Mouth), Sampling, Relationship Marketing, Packaging etc.

The communication strategy has features like the Push promotion where the brand is promoted to the market through for e.g. traditional print advertisements; the Pull promotion where the market is pulled to the brand through internet and the Profile stakeholder promotion where the wider market environment is targeted for the promotion.

·         Promotion :

- Advertising
-television
-print media
-hoardings

·         Sales promotion
-Consumer Sales promotion ( gifts and discount )
-Trade Sales promotion ( discounts on bulk purchase )