The document discusses brand loyalty initiatives by Hindustan Unilever and Amul. It describes how Hindustan Unilever launched the Kissanpur initiative, which involved taking children to farms to plant tomatoes and learn about real farming to promote Kissan ketchup's "made from real tomatoes" message and build long-term brand loyalty. Amul similarly introduced a mascot, the Amul boy, alongside the Amul girl, to promote its new Amul cheese product to children and mothers. The document concludes that brand loyalty initiatives are important for companies to retain existing customers and sustain in the competitive market.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
The document discusses brand loyalty initiatives by Hindustan Unilever and Amul. It describes how Hindustan Unilever launched the Kissanpur initiative, which involved taking children to farms to plant tomatoes and learn about real farming to promote Kissan ketchup's "made from real tomatoes" message and build long-term brand loyalty. Amul similarly introduced a mascot, the Amul boy, alongside the Amul girl, to promote its new Amul cheese product to children and mothers. The document concludes that brand loyalty initiatives are important for companies to retain existing customers and sustain in the competitive market.
The document discusses brand loyalty initiatives by Hindustan Unilever and Amul. It describes how Hindustan Unilever launched the Kissanpur initiative, which involved taking children to farms to plant tomatoes and learn about real farming to promote Kissan ketchup's "made from real tomatoes" message and build long-term brand loyalty. Amul similarly introduced a mascot, the Amul boy, alongside the Amul girl, to promote its new Amul cheese product to children and mothers. The document concludes that brand loyalty initiatives are important for companies to retain existing customers and sustain in the competitive market.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
The document discusses brand loyalty initiatives by Hindustan Unilever and Amul. It describes how Hindustan Unilever launched the Kissanpur initiative, which involved taking children to farms to plant tomatoes and learn about real farming to promote Kissan ketchup's "made from real tomatoes" message and build long-term brand loyalty. Amul similarly introduced a mascot, the Amul boy, alongside the Amul girl, to promote its new Amul cheese product to children and mothers. The document concludes that brand loyalty initiatives are important for companies to retain existing customers and sustain in the competitive market.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
Download as pptx, pdf, or txt
You are on page 1/ 9
BRAND LOYALTY
Source
THE PITCH MAGAZINE
JUNE 2012 EDITION
By, PRATIK RANE SUNIL PRASAD
BRAND LOYALTY The American Marketing Association defines brand
loyalty as "The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category"
Kissan is a brand of Hindustan Unilever Limited.
Unilever launched ketchups, jams
& squashes under the brand name Kissan.
Squashes were the first products under the Kissan
portfolio introduced in 1937, after which jams and ketchups were introduced under the Kissan Umbrella
THE KISSANPUR INITIATIVE
Under the kissanpur initiative HUL got kids of
Delhi and Mumbai playing in mud and planting seeds.
Kissan exposed kids to real world of planting
tomato plants by going through the procedure followed by the farmers.
They wanted to give their consumers an
opportunity of going the real way of life.
MOTIVE OF KISSANPUR INITIATIVE AND BRAND LOYALTY
With the kissanpur initiative HUL looked at creating
brand loyalty among new generation of consumers.
Also it wanted to strength its core promise of made
from real tomatoes
The punch line of the initiative was where what you
grow is what you eat
By involving kids the brand wanted to target mothers
in every household.
Also Kissan decided to use this strategy of kids
marketing so that it can help build brand loyalty in the longer run.
AMUL A-Anand
M- Milk U- Union L-limited
It was found in 1946 at Anand in gujurat and is
managed by Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) since then. Amul Milk, Amul Butter, Amul buttermilk are some of
the products of Amul existing in the market.
INITIATIVE FOR BRAND LOYALTY
When Amul wanted to introduced amul cheese in the
market it undertook a similar campaign like kissan. Amul had the amul girl as their mascot for their products. When amul introduced amul cheese in the market it came up with the amul boy with comparison with the amul girl. The motive of this initiative was targeted at the kids and mothers in every household.
CONCLUSION Brand loyalty initiatives ensures that the company
holds on to their existing customers.
To ensure brand loyalty the companies have to come
with new and creative initiatives.
For a company to sustain in the market brand loyalty
