2


m History and Evolution

m Initial Positioning and Repositioning
m Marketing Strategy
m Segmentation Strategy
m Product Analysis
m Tackling Competitions
m Distribution Strategy
m Proposals for Research
m Analysis of Research
m Conclusions


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 ˜issanǯs current scenario -

m
m

m Market Share
m (in %)

m X Axis: ˜issan Products

Y Axis: Percentage divisions: 1 unit = 1%
am ˜etchup Squash Source: www.bussiness-standard.com


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 Ǯ˜ISSANǯ 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 ˜issan jam m ˜issan Squeezo

m Pineapple m Pineapple
m strawberry m Strawberry
m Mango m Green Apple
m Apple m Mango
m Mixed fruit


m 
 `  
  
m General Competition
- Heinz ˜etchup
- Maggi ˜etchup
- Druk Squash
- Sil am
- Rasna

m Generic Competition
- Butter
- Pickle


m 
 á
 
 

HINDUSTAN UNILEVER LIMITED

CARRYING & FORWARDING AGENTS

STOC˜ISTS

WHOLESALERS

RETAILERS

CONSUMERS


m
 





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 Consumerǯs awareness about the product.

m Analyze the consumer buying behaviour what instigate to buy the

product.

m Alternatives available to the consumers.

m Effect of advertisement on the consumers.

m Importance attached to a brand ambassador by the consumers of this

product category
Contd...


m 
 





m A

A prepared set of questions designed to generate data
necessary for accomplishing the objectives of the research project.

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 `


m Likert Scale
m Graphical Representation
m Rank Correlation


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

Availability hardly matters

to core customers who are
loyal to ˜ISSAN

Contd...


m 
 2 





m Analysis of Hypothesis Ȃ

Recall of advertisements is very low

Contd...


m 
 2 





m Analysis of Hypothesis Ȃ

celebrity endorsement leads to

high brand recall

Contd...


m 
 2 





m Analysis of Hypothesis Testing Ȃ

From the Likert Scale analysis,

we can infer that customers are
Indifferent to celebrity
endorsement

http://www.tempfiles.net/download/ m1m1m/1 1m/˜ISSAN-SurveyData---Final.html


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