ashish presentation on kurkure

Presented by,Ashish Goswami(A006) Shagun Aggrawal(A001) Yasin Kachchhi(A014)

History of Kurkure Launched in 1995Launched as a sub brand under the umbrella of Lehar.In 2001 stepped out of the shadows of Lehar.In 2003 associated with Juhi Chawla.2005 it strategically targeted the “Evening Tea Time”.In 2007 it was the official partner of ICC Cricket World Cup’07.

ABOUT THE BRAND Promised as a crunchy new age namkeen snack brand.

All ingredients are used commonly in Indian households for the preparation for the various edible items.

All ingredients comply with Prevention of food adulteration act..

Kurkure has found a place in the millions of hearts

Kurkure has gained the position of most lovable snack in India.

Juhi Chawla`s vibrant and fun loving personality compliments and embodies the essence of Kurkure.

Kurkure has been able to transform itself from “a snack with a twist”

COMPANY PROFILE & productsFrito-Lay, Inc. is the division of

PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips, Lay's potato chips, Rold Gold pretzels, Ruffles potato chips and Walkers potato crisps (Europe)—each of which generated annual worldwide sales over $1 billion in 2009.

Through Frito-Lay, PepsiCo is the largest globally distributed snack food company in the world, with sales of its products in 2009 comprising 40 percent of all "savory snacks" sold in the United States and 30 percent of the non-U.S. market. Frito-Lay North America accounts for 31 percent of PepsiCo's annual sales.As of 2010, Frito-Lay operates production plants, distribution centers and regional offices in more than 40 countries, with its Frito-Lay North America headquarters residing in Plano, Texas

Within North America, Frito-Lay owns (and in some cases, leases) approximately 1,830 distribution centers, warehouses and offices. The division also maintains 55 production plants. Its President and Chief Executive Officer is Tom Greco.Within North America, Frito-Lay owns (and in some cases, leases) approximately 1,830 distribution centers, warehouses and offices. The division also maintains 55 production plants.[29] Its President and Chief Executive Officer is Tom Greco

STP ANALYSISSEGMENTATION• India, Gulf countries, US, and

South Asian region like Pakistan

• All metro cities tier 1,tier 2, tier3 cities and villages

• Age – Kurkure focuses heavily on children and young people• Sex – For both male and female• Income level-All Income group• Style and standardized Product

TARGETING• Children• Youth• FamiliesPOSITIONING• Positioned as a snack with fun

and quirky quotient with taglines such as

• “Is kahani mein bhi kurkure hona chahiye”

• “tedha hai par mere hai etc”

COMPETITION ANALYSIS

48

28

13

7 4

market share(%)

layskurkurebingoparleother

sales stratergy• In 2001 created the “Khub Karare Khub

Chatpate” campaign with tagline “Jo bhi khaye, kha ke mast”

•In 2003, Juhi Chawla signed as the brand ambassador.

•In 2004 Kurkure came with a new tag line “Iss Kahani mein kurkure hona chaahiye”.

•In 2007, launched consumer engagement programmes like ‘Kurkure Mast Family Jackpot’.

•In 2009 launched a sub brand “Kurkure Desi Beats”.

•In 2010 launched “tedhi family” campaign

PRICE• Rs.5, Rs.10 and Rs.20 price packs,• launched Rs.30 packs to push urban sales.• Rs.3 packs encourage consumers in rural areas.

PLACE-Physical distribution•India•Pakistan•Kenya(Hirani Industries Corp)

PRODUCTKurkure Flavours• Masala Munch • Naughty Tomato• Chilli Chatka• Green Chutney Rajasthani Style• Hyderabadi Hungama

Kurkure Desi Beats • Deewana Tamatar• Dildaar Masala• Flirty Lim

Kurkure Solid Masti• Masala Twists• Nimbu Masala Style

Distribution Channel Adopted by KurkureDistribution is also one of the key parameters for expanding market share. Frito-Lays has the advantage of access to Pepsi's a formidable distribution network .Generally Companies arehaving their sales vehicles that are loaded on daily basis and are distributed to local retailers .

. It services one-lakhretail counters across the country by employing a total strength of 300 sales personnel anddistributors nationwide. 

RECOMMENDATIONS

• Launch different products for health conscious people and advertise Kurkure as a healthy brand.

• Launch Kurkure into other developing economies like African countries and Gulf countries since it suits the taste of people in Gulf countries.

• Tie-up with different Cineplex brands so that it's available as a substitute of popcorn.

• Reposition the brand like as a healthy brand in urban areas.

• Diversify into other Indian snack product such as bhelpuri,aloochat which is dominated by Haldiram.