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

of its customers towards them is very important.