Brand Management of Kalimark – a unique taste

This is about the brand management and marketing activities of the brand Kalimark Bovonto.

1. Mohan Raj
Navnith Krishnan
Brand Management

2. 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.

3. Brand Elements
•Name – Kalimark
•URL – www.kalimarkbovonto.com
•Logo –
•Symbol –
•Slogan – A Unique Taste
•Jingles –
•Character -

4. 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.

5. Line of Products

6. Promotion Activities

7. STP
•Segmentation –Southern India
•Targeting –All age group and gender
•Positioning -Refreshing, High Quality,
Hygienic, Tasty Cold
drinks.

8. 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.

9. Brand Building blocks

11. Thank You