Buying Decisions

Who all will buy Kissan Jam?

-A major consumer segment for Kissan is kids and the younger generation. Mothers buy Kissan Jam for their children to give them something that is nutritious and at the same time tasty for them to eat.

-However, it can also be anyone who wishes to have a swift ,tasty and wholesome breakfast or snack. So this would include people living outside their homes in paying guests or hostels who want tasty and healthy on the go food.

What problem will it solve?

Kids want tasty food and in the process they end up eating more junk food and less nutritious food. With Kissan jam being a combination of good taste and nutrition, it will solve the purpose for both mothers and children.

Also, it will solve the problem of a healthy and a tasty spread for a swift breakfast or snack.

Which attributes of the product are important and why?

-The unique taste

-Taste combined with nutrition

- Easy to use squeezee packs and sachets viz-a-viz the glass bottle




So a consumer usually goes through the following steps before making a buying decision:

Creating and delivering value

Theoretically speaking, customer perceived value is the difference between the prospective customer’s evaluation of all the benefits and and all the costs of an offering and the perceived alternatives.

So how does Kissan jam add value to the customer?

Strong Brand Image: It adds phenomenal value with it’s strong brand presence, being a brand that is trusted by millions of people. Today it is more than just a bottle of jam, it’s about kids eating happily and growing up happily.

So when a mother buys Kissan jam for her children, the value to her is the satisfaction of feeding her children with tasty and nutritional food. For children, it is the unique taste that adds value.

Competitive price: Kissan Jam is sold at a price almost equivalent to that of it’s competitors.

The fun factor: Targeted majorly at kids, Kissan Jam has always had a fun factor to it. This has been seen in it’s excellent advertising and visibility. The jammy ad campaign with Rahul Dravid,the roti disappears with jam advertisement,the Kissan Jammy art carnival are just some examples of how it has created value with it’s fun factor that kids can relate to.

Product diversity: But it’s not just children who love Kissan Jam, a lot of people who wish to have a delicious wholesome snack consume Kissan Jam. Apart from the unique taste, it also adds value with it’s product diversity i.e  a variety of different flavors like pineapple, mango, orange, strawberry, guava etc. which give more choice to consumers.

Innovative Packaging: For those who like a quick on the go snack , Kissan Jam comes in easy to use squeeze packs and sachets. It is also available in tubs packaging. This makes it easy for customers to buy in different quantities as per their needs and also easier to use viz-a-viz the glass bottle, considering that a major consumer segment is children.

Easily available:Kissan Jam also has one of the strongest distribution channels so the product is easily available in most stores across India.

Value to retailer: For the retailer, Kissan Jam can add value when he/she keeps complementary goods along with it.  For example: bread

Kissan Jam- An introduction

How Jams came into play:

The Romans were the first to record their methods for preserving fruit and producing jam to store for the harder winter months when fruit was scarce. Originally jams were made using sweeteners such as honey, but as sugar began to be imported from the British colonies this became the preferred sweetener.

A common problem when producing the first jams and chutneys was storing it. In order to stop the preserves from spoiling the storage container needed to be airtight. It wasn’t until the mid nineteenth century, when Caleb Kilner developed the revolutionary glass plug and liner method, that a reliable and safe method of storing became available.

So from a simple need to preserve fruits to storing them, came the concept of jams, which Kissan then introduced as an exciting, delicious and healthy product.

Kissan is a food brand that originated in 1935,was acquired by Brooke Bond in 1993 from UB group, after which it formed an independent brand under HUL in 1994.

The brand offers a variety of products like ketchups,jams,ready to drink products etc. Today, it is one of the most trusted brands in India.  It has been a heritage brand in providing happiness to millions of families.,finding a way to keep both mothers and kids happy. In the year 2000, the brand was worth Rs. 400 crores. It is the market leader in the jam segment with 65% of the market share.

So for anyone who wants a quick and delicious snack, Kissan jam is the solution-whether you spread it over bread,roti or add it to your ice cream, you get a  mouthwatering snack within minutes. Summarizing it in one sentence, I would say - it is a rare combination of good taste and good health.