Kamasutra when ever this name comes in mind we always think about the sex and the seductive and intimacy scenes which is given in this hindi lovemaking text. Kamasutra which we know that it is the which have a premium brand of condom is getting diversified and decided to come in the business of energy drinks or the caffeinated beverages segments after its entry into the deodorant years ago kamasutra is a joint venture (50:50) between Australia’s Ansell international (Ansell ltd )and one of the leading brand of the garments in INDIA that is RAYMONDS.
The company takes its name from the classic 4th century Indian text on lovemaking, the Kama Sutra of Vatsayayana. Kama is the greatly revered Hindu God of Love, while Sutra means narrative, manual or guide.
Every company wants to diversified in their business they wants to introduce new product in their product line just to flourish there business . this is the basic rule/funda of the business world. kamasutra have taken a good step to come in the energy drink business . In india sports and energy drinks have registered a highest value growth of 41% and with this they entered in the 200 crore business of drink in india .
Textile firm Raymonds' consumer good brand KamaSutra forayed into the energy drink category, where it is eyeing 20 per cent market share in the next two years.
"they wanted that the, KS E Drink, launched in a different space and in a different way . they tried to positioned it in different manner . Everybody else is in the sporting arena. They believe that there is a huge market for this because the brand identity of KamaSutra and the opportunity to scale that up is huge,". The drink is going to be Available in two flavours X- Fruit, a mixed fruit flavor and X- Berry which is a mixed berry flavor A 250-ml KS energy drink priced at Rs 95., the KS E Drink has been created to address the taste of the adventurous and energetic urban young. and it is going to strengthen The bold and young positioning of the brand. KS E Drink will be going to compete with brands such as RedBull, Tzinga,
Horsepower and Gatorade.
Since they are targeting mainly the youth that’s why the tag line of the product is “ GETS THE KS energy” since they are new in this segment of the market they kept the product name on the companies name which have the tag line “making love better “. As we all know about the kamasutra in our hindu mythology text and most of the youth is aware of that that kamasutra is only related to sex and intimacy scene so by keeping this thing in mind they are trying to get the attraction of the youth. They are trying harder to place this drink in the market
On the marketing campaign planned for the product, Ranju Kumar Mohan, director and business head, JK Ansell, said, “Our campaigns are always striking. Our approach will be different compared to other players in the category. We want to be there at the right time and at the right place in terms of the campaign. Events are going to be a major part of our marketing campaign and we will also be looking to be present in the right kind of outlets and
chains to begin with. We need to make people like the products so we will be looking at a lot of sampling too. We need to get people to taste it.
Written by
Nikunj sharma
The company takes its name from the classic 4th century Indian text on lovemaking, the Kama Sutra of Vatsayayana. Kama is the greatly revered Hindu God of Love, while Sutra means narrative, manual or guide.
Every company wants to diversified in their business they wants to introduce new product in their product line just to flourish there business . this is the basic rule/funda of the business world. kamasutra have taken a good step to come in the energy drink business . In india sports and energy drinks have registered a highest value growth of 41% and with this they entered in the 200 crore business of drink in india .
Textile firm Raymonds' consumer good brand KamaSutra forayed into the energy drink category, where it is eyeing 20 per cent market share in the next two years.
"they wanted that the, KS E Drink, launched in a different space and in a different way . they tried to positioned it in different manner . Everybody else is in the sporting arena. They believe that there is a huge market for this because the brand identity of KamaSutra and the opportunity to scale that up is huge,". The drink is going to be Available in two flavours X- Fruit, a mixed fruit flavor and X- Berry which is a mixed berry flavor A 250-ml KS energy drink priced at Rs 95., the KS E Drink has been created to address the taste of the adventurous and energetic urban young. and it is going to strengthen The bold and young positioning of the brand. KS E Drink will be going to compete with brands such as RedBull, Tzinga,
Horsepower and Gatorade.
Since they are targeting mainly the youth that’s why the tag line of the product is “ GETS THE KS energy” since they are new in this segment of the market they kept the product name on the companies name which have the tag line “making love better “. As we all know about the kamasutra in our hindu mythology text and most of the youth is aware of that that kamasutra is only related to sex and intimacy scene so by keeping this thing in mind they are trying to get the attraction of the youth. They are trying harder to place this drink in the market
On the marketing campaign planned for the product, Ranju Kumar Mohan, director and business head, JK Ansell, said, “Our campaigns are always striking. Our approach will be different compared to other players in the category. We want to be there at the right time and at the right place in terms of the campaign. Events are going to be a major part of our marketing campaign and we will also be looking to be present in the right kind of outlets and
chains to begin with. We need to make people like the products so we will be looking at a lot of sampling too. We need to get people to taste it.
Written by
Nikunj sharma