Mohan Raj

Navnith Krishnan

Brand Management

Brand History

• Established in 1916 at Virudhunagar• Founder - Mr. PVSK Palaniappa Nadar.• CEO – Mr. R. Palaniraj

–Mr. D. Suresh Kumar–Mr. R. Shakthivel

• Brand Value – Rs. 100cr

• Withstood competition for nearly 100 years.

Brand Elements• Name – Kalimark

• URL – www.kalimarkbovonto.com

• Logo –

• Symbol –

• Slogan – A Unique Taste

• Jingles –

• Character -

4 P’s of Marketing

• Product – Carbonated Soft Drinks and Non-Carbonated Fruit Drinks

• Price – Premium price• Place – 5,00,000 outlets covering Tamilnadu

also a very few in Karnatka, Kerala and Andhra

• Promotion – Wall Painting advertisement, Mini Hoardings, Sponsoring regional tournaments, Television and Social media.

Line of Products

Promotion Activities

STP

• Segmentation – Southern India

• Targeting – All age group and gender

• Positioning - Refreshing, High Quality, Hygienic, Tasty Cold drinks.

Points of Parity and Difference

• PoP – Quenching Thirst, Carbonated soft drinks, Non-Carbonated Fruit

drinks,

• PoD – Pan-India, Unique Taste, Consitent Quality, Hygiene and Healthy, No Celebrities for Promotion.

Brand Building blocks

Thank You