Competition Analysis

According to Ohmae's 3C Model of marketing, a customer is making a choice at all  points of time between different offerings. Only by integrating corporation,customer and competition,can a sustained competitive advantage exist.Thus, tackling competition becomes very important. 

Kissan has the largest market share in jam(65%) and thus is the dominant brand in the industry. Some existing competitors would be

Direct Competitors: sil jam,mapro jam,druk jam,tops jam.

Substitute Products: Honey,Nutella Spread,Butter

All the direct competitors occupy a small percent of the market share. As far as the substitute products are concerned, butter can be a substitute for jam, but health conscious people may opt for mixed fruit jam rather than butter. Nutella Spread is also a substitute but it’s pricing is comparatively higher and availability is not as widespread as Kissan Jam.Honey could be a strong competitor since people who are health conscious might switch to honey. However, as far as the kids segment is concerned, kissan jam is more popular,thanks to the fun advertising and different flavors by kissan jam that are targeted specifically to attract kids.

Kissan jam has been innovating in different ways to differentiate it’s product and tackle competition:

Product diversity: Different flavors like pineapple, mango, orange, strawberry, guava etc.

Innovative packaging: It was the first to bring in easy to use squezee bottles, tubs and sachets. This attracted the kids as well as mothers who thought it is easy and safer for the kids to use squeeze bottles viz-a-viz the glass bottle.

New ways to use the product:

The roti disappears with jam advertisement encouraged the use of kissan jam with roti as well. It showed roti rolls with different flavor jams.

Also, in order to compete with the other healthy options like honey, Kissan launched a new breakfast spread- Kissan fruit kick spread, with no added sugar,targeted mainly at teenagers and the health conscious youth.It is available in two different combinations- dry fruit and mixed fruit.