BRAND MANAGEMENT

Project Report On Happy Foods

Submitted on: 18.03.2014

Submitted by: Mr. Philson Mathew Semester 4 TKMIM

Submitted to: Prof. Vinith Kumar Nair Associate Professor Marketing Dept TKMIM

COMPANY PROFILE
KILBAN FOODS (INDIA) PVT.LTD. is a reputed food product manufacturing company based in Calicut. "HAPPY" is the flagship brand of Kilban Foods and has conquered the minds of the young and the old alike. Today "HAPPY" has become a household name as its flavor pervades everywhere. The "HAPPY" Brand includes Fruit Squashes, Syrups, Crushes, Soft Drink Concentrates, Fruit Jams, Sauces, Pickles, Vinegar and RTS Beverages.

Behind this amazing success lies a story of hard work and a passion to achieve the goals and ambitions of two brothers Mr. M. KHALID & Mr. M. BASHEER. Kilban Foods was established in 1978 by Mr. M. KHALID & Mr. M. BASHEER. They hired out a small unit in Calicut, Kerala. and started manufacturing pickles, Synthetic Vinegar and Synthetic syrup employing 3 persons. Later in 1980, they established own unit in rented premises in Calicut and the product were sold under the brand name VARIETY. In the year 1982 the brand name was changed to SABARI which became very popular with an added range of products like different pickles and syrups. At that time Marketing was being done in the Malabar region only.

In the meanwhile there was a rising demand for squashes and Jams in the market and production had to be increased. A land in Poovattuparamba, around 15 Km from Calicut city was purchased and a factory constructed in 1985. Simultaneously, the market was also expanded to other geographical areas and it was during that time Kilban Foods introduced RTS Beverages in 3 flavours, i.e Mango, Pineapple & Grape.

In 1987 a new brand HAPPY was launched and we started marketing squashes, Jams, Pickles,

Soft Drink concentrates, Vinegar etc under this brand in Kerala. Since the production capacity was inadequate one more unit was started in 1995 with a fully automated manufacturing facility. During that period the packing of certain liquid products likeSquashes, Syrup, Soft Drink concentrates etc was changed from Glass bottles to PET bottles. In 2001, we started our own PET Bottles manufacturing unit in the name of GRAND POLYPET. During 2001-2002 a Mechanical Engineering unit in the name of KILBAN MECHANICAL ENGINEERING CO was also formed for developing food processing machinery for own use. Our R & D dept has developed fully automatic machines with PLC Control for filling of Jams in Glass bottles and containers.

HAPPY has become the brand of choice for customers when it comes to exceptional genuine products. All HAPPY products are hygienically prepared as we believe that from hygiene comes purity and from purity come the taste. Incoming Raw material, Packing material, Quality control checking, online checking of production and finished goods final Quality check is done for each batch sizes and samples are kept to identify any variations of quality in the later stage. Their full fledged Laboratory carries out analysis of all food products at all stages.

Managing Director Mr. M. Khalid has won the Best Entrepreneur Award instituted by the Department of Industries, Kerala State Level and District Level in the year 2000-2001.

Kilban Foods has now started exports to different countries. Our Happy brand are well-known for superior quality, taste and at a reasonable prices and are available throught Keralaas well as in the Gulf Countries.

PRODUCT PROFILE
Fruit Squashes Orange Fruit Squash Mango Fruit Squash (Packed in 700ml & 350ml PET bottles with plastic closures.) Fruit Crushes Pineapple Fruit crush Grape Fruit crush (Packed in 700ml & 350ml PET bottles with plastic closures.) Synthetic Syrups Pineapple Rose Saraparilla (Packed in 700 ml PET bottles with plastic closures) Non Fruit Soft Drink Concentrate Mango Orange Pineapple (Packed in 200ml PET bottles x 48 x 1CB) Sauces Soya bean Tomato Vegetable

Green Chilli Red Chilli (Packed in 200gm glass bottle or HDPE bottles. 500gm & 1 kg HDPE bottles with plastic caps.)

Fruit Jams Pickles Tender mango Cut mango Lime Garlic Green chilly Red chill Tomato Mixed vegetable Gooseberry Bitter gourd Ginger Dates (Packed in 200gm, 300gm & 400gm glass bottles with lug caps.) White Vinegar Mixed fruit Jam Pineapple Fruit Jam Mango Fruit Jam

(Packed in 1000ml, 500ml PET bottles with plastic caps. ) RTS Beverages Mango Orange Pineapple Apple Grape (Packed in PET bottles with plastic closures)

HAPPY FOODS

The above shown is the logo of Happy Foods. The logo consists of the brand name Happy written in CAPS in red letters. It also shows a cartoon figure of a squirrel. Visual Identity

Brand Architecture
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a companys portfolio are related to, and differentiated from, one another. All the products of Kilban are marketed under the single brand name Happy. Therefore, Happy can be considered as a family brand or umbrella brand. The squashes, pickles, concentrated fruit drinks etc are all marketed under the same brand name.

Brand Positioning
The "HAPPY" Brand includes Fruit Squashes, Syrups, Crushes, Soft Drink Concentrates, Fruit Jams, Sauces, Pickles, Vinegar and RTS Beverages. The competitors of Happy includes Fruitomans, Maria pickles etc. Happy has been able to eastablish themselves as a sought after brand by overcoming these competitions.

Brand Communication
It includes the different methods that the brand uses to communicate to its target audience. It may include print ads, visual ads, hoardings etc. Happy Foods mainly uses print ads and video ads to communicate to its target audience. Its print ads appear in newspapers, magazines and children magazines like Balarama, Balabhumi etc.

The below shown are a few print ads of Happy Foods:

Conclusion
Happy brand are well-known for superior quality, taste and at a reasonable prices and are available throughout Kerala as well as in the Gulf Countries. They have benn able to establish themselves as a premier brand because of their quality products and price.