Kissan Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: October 03, 2017

Marketing Strategy of Kissan analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Kissan marketing mix, help the brand succeed.

Kissan marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Kissan Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Kissan Product Strategy:

The product strategy and mix in Kissan marketing strategy can be explained as follows:

Kissan is a popular food brand which offers jams, ketchups etc across India. Basically, Kissan has products in three categories as a part of its marketing mix, i.e., Jams, ketchup and squashes. The squash is relatively new category as compared to jam and ketchup categories which have wide range of products available. Under the Ketchup category different flavor variations are available such as Kissan Fresh tomato ketchup, sweet and spicy sauce, chilly tomato sauce etc. while under jams various fruit flavors are available such as mixed fruit, mango, pineapple, orange marmalade etc. The squashes have much wider range of flavors available as compared to other two categories. Thus, Kissan’s primary focus in products has been on wider portfolio in terms of flavors available to the consumer. The products are available in variety of SKUs such as pouch, bottle and sqeezo to suit the consumer needs and the packaging is done such that the customers can see the product inside the storage container as well as have a wide neck for ease of taking the product out of the container.


Image: company website


Kissan Price/Pricing Strategy:

Below is the pricing strategy in Kissan marketing strategy:

Kissan is in a segment which is a highly competitive environment.

Since the products in Kissan’s portfolio are targeted at mass market with major target customer for the products being the mothers of small children of middle class families for whom price plays an important role in the buying decision of a product, the penetration pricing strategy in its marketing mix is used to target this large audience. Further since it’s the market leader in the jam and ketchup segment other competitors try to match the price at which Kissan products are being offered to keep the switching costs low for the customers. The MRP of a 500g ketchup bottle is Rs. 99 while for 500g jam it is Rs. 135 and for 750 ml squash bottle is Rs. 135. The price of the products are according to the flavors and the ingredients added to it.


Kissan Place & Distribution Strategy:

Following is the distribution strategy in the Kissan marketing mix:

As Kissan, is a subsidiary of HUL, it takes advantage of HUL’s large distribution network that has a pan India presence through a network of about 7000 redistribution stockists 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 distribution network of HUL is the core strength for the brand as it can reach a much wider audience. Because of such an extensive distribution network Kissan products are not only available in various supermarkets but rural areas as well. The products are also available in online grocery stores as well.

The company is also introducing several regional centers of excellence focused on customer service and logistics, with a goal of improving speed-to-response and efficiency.


Kissan Promotion & Advertising Strategy:

The promotional and advertising strategy in the Kissan marketing strategy is as follows:

Kissan being part of HUL, spend heavy amount in marketing communication 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. The brand communication focused on increasing the category consumption thus using a blue ocean strategy. Further, the brand also undertakes public relations quite seriously for which it launched a campaign Kissanpur in which people were invited to sow seeds, interact with nature and go through the full cycle to see how Kissan products are made, naturally which was highly successful in providing more brand visibility as almost 80000 kids participated in the initiative. Kissan has enjoyed greater market share through the success of such marketing campaign which saw participation from the community. 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. Hence this completes the marketing mix of Kissan.


About Kissan:

Kissan was established as a jam brand in India for the British settlers by the Mitchell brothers of UK. Later in 1950, the United Breweries(UB) group, acquired Kissan from Mitchell brothers. In 1993, Kissan was then acquired by Hindustan Unilever Limited under which it continues to grow in the jam and ketchup category under HUL’s processed food segment which makes up 3% of the total revenue of HUL.

While Kissan is a market leader in the jam and ketchup segment in India, it faces tough competition from Nestle Maggi Tomato ketchup and other players in the ketchup category. Further, this brand is also marketed internationally to Indian diaspora by HUL’s subsidiary Unilever India Exports.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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