marketing brand loyalty.pptx

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BRAND LOYALTY Source

“THE PITCH MAGAZINE”

JUNE 2012 EDITION

By,PRATIK RANESUNIL PRASAD



BRAND LOYALTY The American Marketing Association defines brand

loyalty as

"The situation in which a consumer generally buysthe same manufacturer-originated product orservice repeatedly over time rather than buyingfrom 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 Kissanportfolio introduced in 1937, after which jams andketchups were introduced under the Kissan Umbrella



THE KISSANPUR INITIATIVE Under the kissanpur initiative HUL got kids of

Delhi and Mumbai playing in mud and plantingseeds.

Kissan exposed kids to real world of plantingtomato plants by going through the procedure

followed by the farmers.

They wanted to give their consumers anopportunity 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 “madefrom real tomatoes”

The punch line of the initiative was “where what yougrow is what you eat”

By involving kids the brand wanted to target mothersin every household.



Also Kissan decided to use this strategy of kidsmarketing 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 ismanaged by Gujarat Co-operative Milk MarketingFederation 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 theirproducts.

When amul introduced amul cheese in the market itcame 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 of its customers towards them is very important.

marketing brand loyalty.pptx

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