Brand Extension Analysis - Kissan Ketchup
Presented by,
Nikitha T.J.
PGP30093
History of Kissan
Kissan was primarily introduced for Britain settlers in India
since 1935
The UB group, under the Late Vittal Malya then, acquired
Kissan from Mitchell brothers in the year 1950
Later in 1993, Hindustan Unilever Limited took it over from
the UB group
Kissan evolved to become the first ever fruit and vegetable
brand in the country
Growth of HUL in India
1931 1984 1986
• Unilever set up its first Indian • Brooke Bond joined the • Ponds joined the Unilever fold
subsidiary, Hindustan Vanaspati Unilever fold in through an through an international
Manufacturing Company international acquisition acquisition
1991 1993 2001
• Liberalisation in Indian • HUL acquired Kissan from the • HUL launched a new project
economy helped HUL to explore UB Group shakti
every single product and
segmentliberalisation
2002 2004 2012
• HUL entered into Ayurvedic
• HUL launched ‘Pureit’ water • The Customer Insight &
health & beauty centre Innovation Centre was
purifier
category with the Ayush inaugurated at the HUL campus
product range n Ayush Therapy
at Andheri, Mumbai
Centres
Hindustan Unilever Ltd.
Net sales Net Profit
2014
2014
2013 Rs. 38.6
2013 Rs. billion
280.1 Rs. 37.9
Rs. billion
2012 billion 2012
258.1
Rs228.0 billion Rs26.9
billion
billion
Kissan Product Categories
Kissan
Jams Ketchups Squashes
Mixed Fruit Fresh Tomato MixedFruit
Mango No onion No garlic Mango
Pineapple Sweet and spicy Orange
Orange Marmalade Chilli tomato Pineapple
Chatakdhar Lemon
Grape
Lime Juice
cordial
Kissan Products
Kissan Brand Extension
Kissan Jam never had any national competiton.
It is the market leader in Jam industry. Hence it was easy for it to
enter into ketchup and squash category
It was easy for Kissan to take over competitors like Real,
Tropicana in juice segment.
HUL always focused on advertising Jams more than any other
bouquet.
In ketchup category it enjoyed the win-win situation with Nestle’s
maggi
SWOT Analysis of Kissan
Strength
1. Strong brand name
Weakness
2. Good distribution network 1. Less shelf life
3. Comes in variety of flavours
Opportunity Threat
1. Different SKU should be made 1. Health conscious people
available avoide and use honey as a
substitute
Sales of Sauces : Volume(in tonnes)
80000
70000
60000
50000
40000
30000
20000
10000
0
2011 2012 2013 2014
• Sauces, dressings and condiments grows by 18% to reach
INR 93 billion in 2014
• Ketchup is the most popular sauce which demonstrated a
strong value growth of 17% in 2014
Sales of Sauces: Value(in million)
12000
10000
8000
6000
4000
2000
0
2011 2012 2013 2014
• In 2014 Sauces, Dressings and Condiments industry had a
value of INR 92,893.44 million ,out of which INR 11130.3
million is from ketchup
Kissan Ketchup Sales
2015
25.04%
2014
24.58%
Kissan Ketchup : 4 P’s of Marketing
1. Product
The natural flavour of the ketchup makes the food tastier to
eat.
The kissan ketchup pack comes in different sizes,style like
(pouch, bottle,squeezo) and it can be easily consumed by the
common people
The size of the packs is 200 gm, 500 gm, and 1 kg and also
comes with 15 gm pouch pack
The main ingredients of the kissan fresh tomato ketchup are
28 % percent of tomato paste, sugar, salt, acidity regulator, 20
% of stabilizers - 1422 and 415, preservatives 211, onion
powder, garlic powder, spices, and condiments
Kissan Ketchup Products
2. Price
Flavours Package Size (in gm.) Price (in Rs.)
Kissan Sweet And Spicy ketchup 200 55
Kissan Fresh Tomato Ketchup 200 48
Kissan Squeezo Fresh Tomato 450 97
Ketchup
Kissan Squeezo No Onion No 450 97
Garlic Sauce
Kissan Chilli Tomato Ketchup 500 94
Kissan Sweet & Spicy Ketchup 1000 136
Kissan Squeezo Chilli Tomato 450 101
Sauce
• Kissan price the ketchup according to the flavors and the
ingredients added
3. Place
The fresh Kissan ketchup is available in almost all the
supermarkets and in the online grocery stores
Kissan ketchup has reach to even rural areas
4. Promotions
Kissan mainly advertises its core brand jam
Kissan ketchup is widely advertised and promoted in
1. TV advertisements
2. Print media
3. Retail outlets
4. Newspapers
Market Segmentations
1. Behavioral Segmentation
Health Conscious consumers
Potential Customers
Fast food lovers
Consumers who are particular about ingredients
and flavors
Kissan provides special offers during festivals to attract more
people towards their product
2. Geographic Segmentation
Kissan is produced and consumed in almost all the
countries where HUL has its base
It has a tie up with Pizza hut and it is consumed in all the
countries where Pizza hut as its existence
3. Demographic Segmentation
Gender : Consumed by both male and female
Age : 5 – 50 years
Income : Mostly families with more than Rs.10000 income
or more
Consumed by singles or families
Usually complements fast food
Target Segments
Mostly consists of middle incomed to high incomed
households of family
Share of consumption of kissan ketchup in restraunts, railways
and colleges is higher than households
Targeted to consumers who prefer higher preservation ability
Since its absence hurts and presence does not add much it is
targeted to consumers who look for better taste at low price
Kissan Ketchup Competitors
Kissan Ketchup Competitors
Delmonte Heinz
Tagline: Taste like never before Tagline: Grown Not Made
Positioned as Tasty ketchup no one It is focused on health and taste
can resist Premium Ketchup brand
Premium Ketchup brand
Maggi Tops
Tagline: Make a difference Tagline: Classical ketchup; made
Foucsed on quality and taste old fashioned way
Premium ketchup brand Focused on taste and quality
Comparitevly low cost
Ketchup Market share in India
Market share
Maggie
Kissan
Heinz
Others
Points of Parity
Good Taste
Better quality
Product worth the price
Healthier
Preservation ability
Points of Difference
Availability of the product – Reach to even rural places
Packaging like squeezo, which is an upside down plastic
bottle and is the first of its kind in the country
Tie up with big brand Pizza hut
Website References
http://economictimes.indiatimes.com/industry/cons-products/food/pizza-hut-and
kissan-ketchup-jointly-marketing-a-new-ketchup-and-pizza-brand-
twist/articleshow/47521907.cms
http://www.portal.euromonitor.com/portal/analysis/tab
Thank You
