MAGGI KISSAN PRODUCT Available in different variants: Maggi Ketchup Maggi Hot & Sweet Sauce, Maggi Masala

a Chilli Sauce, Maggi Chilli Garlic Sauce, Maggi Tamarind Sauce, Maggi Tomato Sauce (Without onion & garlic), Maggi Tomato Ketchup (With onion & garlic), tomato chatpat, Teekha masala, Tomato pudina. The product is bright red in color. The thickness is less as compared to Kissan. PRODUCT It is available in different variants: Kissan Ketchup and Kissan Sauce (no onion no garlic), Kissan Tomchi. The colour is dark red. The thickness is more as compared to Maggi Ketchup. PROMOTION They promote their product very effectively through television, They have applied the strategy of brand extension. They also sponsor various cookery shows to promote alternate usage of products. They also use strategy of free product samples to promote it. Celebrity endorsements. Eg. Javed Jafferi PROMOTION Less promoted as compared to maggi. No particular celebrity endorsement. The utter confusion regarding the long-term strategy for Kissan brand was visible through the experiments that were conducted on this brand by Hll. But with a brand which had a tremendous equity during the late nineties and early 2000, HUL had weird plans. One of the major casualties of MS Banga's Power brand strategy was Kissan. During the early 2000, the brand Kissan was rebranded as Kissan Annapurna. Kissan Annapurna was marketing not jams and squashes by Atta, salt and other staple foods. Later Annapurna and Kissan was splited into two separate brands , one concentrating on staple foods and other on processed foods. This migration strategy proved to be very costly for both Kissan and Annapurna brand. Kissan was synonymous with Jams and Squashes during its initial years. Kissan Ketchup was a market leader in ketchup segment but these experiments and myopic strategies pushed the brand behind the focused and aggressive Maggi.

So all through the period 2001-2005, Kissan was in a sticky wicket. But now according to reports, the brand mandarins of HUL is now clear about Kissan as a brand for processed food like Jams , ketchups and like. That change is visible in the recent campaign of Kissan which takes a unique view of Ketchup. Taking the tagline " Aao banaye pakode behtar" translated to " Making Pakode taste better". In these series of ads, the brand plays a second fiddle to the main snack. The brand takes the positioning of a "Great Accompaniment " PLACE The distribution network is well spread as it is easily available in all kirana stores, retail store etc. PLACE The distribution network is well spread as it is easily available in all kirana stores, retail store etc. PRICE Its Maggi Rich Tomatoes is priced at Rs 90 (1 kg bottle with 20% free offer) and Rs 26 (200 gm bottle). PRICE Its Kissan Ketchup and Kissan Sauce (no onio