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 )

Pricing Strategies

Pricing Strategies

Pricing refers to the process of setting a price for a product or service and more than any other element of your marketing mix, will have the biggest impact on the amount of profit you make. Developing an effective pricing strategy is a critical element; the other elements create costs and sales volume.

                               

Kissan jam Varieties :
* Pine apple
* Mango
* Apple
* Strawberry
* Mixed fruits

Pricing :
100 gm Bottle - Rs. 22
200 gm Bottle - Rs. 47
500 gm Bottle - Rs. 102

Step 1. Selecting the pricing objectives: For a kissan brand setting of a Price for its product is a very important decision It needs to align the company’s objectives. Within setting a price objective a company also needs to look into the following factors – survival, maximum current profit, maximum market share, maximum market skimming and product – quality leadership. Kissan jam have to select the pricing objective for the customers and also for the competitors.

Step 2: Determining a demand:  Every company must known and they must determine the demand from customers for the product. Kissan should known when there is a high demand in the markret on that basis they must manufacture the stock It needs to fix prices of the products taking into consideration the demand for a particular brand of jams.

Step 3: Estimating Costs: Once kissan jam determines the demand for the jam; it also has to estimate the costs and the levels of productions. It has to take into account the variable costs, the total costs, the fixed costs which go into the production of the jam. These factors go into the fixing a price for the products.

Step 4: Analysing Competitor’s Costs, Prices and Offers:  Prices are also determined keeping in mind the competitor’s costs. Prices are also determined by knowing what the competitor is offering for the same product. FMCG companies regularly come out with discount & promotional offers especially during festive times to generate more revenue.

Step 5: Selecting a Price Method: Appropriate Pricing Methods are determined to gauge come to a method for effective determination of a price.

Step 6: Selecting the Final Price: After considering all the determinants of coming to a pricing conclusion, the final price for the product is determined. Here, the prices are adapted.

Kissan jam also finds itself in a peculiar position once it has determined it’s pricing strategies. There arises a demand to reduce prices of the products. A price decrease might be brought about by excess plant capacity, declining market share, a desire to dominate the market through lower costs, or economic recession.

For a market leader like kissan jam, if attacked by a lower – priced competitors can seek to better differentiate itself, introduce its own low cost competitor, or transform itself most completely. 

Branding and Brand Manager

Branding and Brand Manager

What is brand?

A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.

 What is branding?

Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

Factors that come under Branding are as follows:

·         Brand-Kissan: Today, Kissan is more than just jams, ketchups and squashes. Kissan is all about making kid’s ‘growing up’ experience a happy and joyful one. The origins of the brand go back to 1935. Name itself carries an identity of the brand.

·         Logo:  Logo is designed very shortly and simply also in very creative manner. Logo contains 6 letters, background in red colour and words are written in white colour.

·         Slogan/Tag:   Kissan is all about making kid’s ‘growing up’ experience a happy and joyful one. Slogan itself defines what they want to convey through the tag line that is kids will grow fastly and they will also get all nutrition by eating kissan jam.

·         Potential: Kissan is a wellmknown brand and they have that much potential to compete with anyone in the market. Also they are the one on whom customers are really trusted.

    Above are the factors that explains brand, branding management.

Services Marketing - Definition and Characteristics

The American Marketing Association defines services as - “Activities, benefits and satisfactions which are offered for sale or are provided in connection with the sale of goods.”

Intangibility: Services are intangible and do not have a physical existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product. Also, it poses a unique challenge to those engaged in marketing a service as they need to attach tangible attributes to an otherwise intangible offering.

1. Heterogeneity/Variability: Given the very nature of services, each service offering is unique and cannot be exactly repeated even by the same service provider. While products can be mass produced and be homogenous the same is not true of services. eg: All burgers of a particular flavour at McDonalds are almost identical. However, the same is not true of the service rendered by the same counter staff consecutively to two customers.
2. Perishability: Services cannot be stored, saved, returned or resold once they have been used. Once rendered to a customer the service is completely consumed and cannot be delivered to another customer. eg: A customer dissatisfied with the services of a barber cannot return the service of the haircut that was rendered to him. At the most he may decide not to visit that particular barber in the future. Kissan jam is not a perishable item so it can be keep as you want
3. Inseparability/Simultaneity of production and consumption: This refers to the fact that services are generated and consumed within the same time frame. Eg: a haircut is delivered to and consumed by a customer simultaneously unlike, say, a takeaway burger which the customer may consume even after a few hours of purchase. Moreover, it is very difficult to separate a service from the service provider. Eg: the barber is necessarily a part of the service of a haircut that he is delivering to his customer.

Above information is in general how services are used in marketing. For the kissan jam it doesn’t get fit in any scenario.

Product mix

Product mix

The product mix means various products come in a same product line. Many of the time we get free samples with the same product line or a particular market which is known as product mix. Product mix, also known as product assortment.  The four dimensions to a company's product mix include width, length, depth and consistency. We will talk a widely look on above four dimensions:

Width: The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix.

Length: Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five.

Depth: Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavour and any other distinguishing characteristic. For example, if a company sells three sizes and two flavours of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line.

Consistency:

Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.

Product life cycle

Product Life cycle

Introduction

The establishment stage is characterized by low growth rate of sales as the product is newly launched in the market. Monopoly can be created, depending upon the efficiency and need of the product to the customers. Firms usually incur losses rather than profit turning this stage. If the product is in the new product class, the users may not be aware of its true potential. In order to achieve that place in the market, extra information about the product should be transferred to consumers through various media

Growth

Growth comes with the acceptance of the innovation in the market and profit starts to flow. If the monopoly exists, companies can experiment with new ideas and innovation in order to maintain the sales growth. This stage is the best time to introduce new effective products in the market thus creating an image in the product class in the presence of its competitors who try to copy or improve the product and present it as a substitute.

Maturity

In the maturity stage, the end of stage of the growth rate and sales slowdown as the product has already achieved acceptance in the market. New firms start experimenting in order to compete by innovating new models of the product. With many companies in the market, competition for customers becomes fierce, despite the increase in growth rate of sales at the initial part of this stage. Aggressive competition in the market results in profits decreasing at the end of the growth stage thus beginning the maturity stage. In addition to this, the maturity stage of the development process is the most vital.

Decline

The decline stage is where most of the product class usually dies due to low growth rate in sales. A number of companies share the same market, making it difficult for all entrants to maintain sustainable sales levels. Not only is the efficiency of the company an important factor in the decline, but also the product category itself becomes a factor, as the market may perceive the product as "old" and may not be in demand. It is not always necessary that a product should go through these stages. it depends on the type of product, its competitors, scope of the product, etc. and free from tax perks.

Buying decision

Buying decision

Every marketer must be loyal to his every customer in context of product, packaging, price, size, shape etc. customers are the king of the market so marketer must know what is the need of their customer?. There are various factors that a customers buying behaviour is influenced are as follows:

·         Cultural, Social and Personal factors:  Cultural factor plays an vital role in every field of market and here kissan jam is closely and very rapid connected with their customer not only in city but also in rural areas because culture in every area is starting with their breakfast so many of them are use to have kissan jam in their breakfast. Kissan jam with bread or chapatti is becoming legacy to many of the family. Now talking about personal factor then it directly comes to kids and youth but now a days trend has been changed that to elders as well. It is not just a product for kids but also liked by elders. So the target group for marketer is not only the kids and youth but also every in the family

·         Psychological Processes:  psychological it is true that kissan jam has very good share I the market globally and because it is a FMCG product customer will not think more to buy it. Kissan is a very well know brand since past decade over universe. Psychological process means what comes first in to customers mind while purchasing any product ? that is basic needs which will satisfy his hunger.

Maslow’s theory:

The buying process:

·         Problem awareness:  Marketers must know the problem which would face by customer while purchasing a good. But kissan is a well-known product in the market so customer will not face more problems while purchasing it.

·         Information search: Globally kissan is very well known brand so the product under kissan brand is also familiar to the customers.  Then there is no need for any research on the product under kissan. Customers are also loyal with kissan brand.

·         Evaluation of alternatives: As in the above point mentioned customers are very loyal with kissan brand they will not shift to any other brand also kissan carries different flavours and best quality product. The market competitors of kissan jam is very limited and some local or we can say some generic brands which will be available in the market on which customers will not keep trust and go for some other brand.

·         Purchasing decision: In the evaluation stage, the consumer forms preferences among the brand in the choice set and many also from the intention to buy the most preferred brand. Because of the various flavours and quality which will help customers to buy this product.

·         Post-purchase Evaluation: After the purchase , the consumer might experience dissonance from noticing certain disquieting features of hearing favourable things about other brands and will be alert to information that supports his or her decision.