Strategic Brand Management

assignment

Surabhi Goswami

20130120073

Kurkure

BRAND AUDIT

the history

• Kurkure is a brand of corn puffs produced by Pepsico India, the

Indian division of PepsiCo

• Named after the Hindi word for ‘crunchy’, it was the first snack to

be developed entirely in India & was launched in 1999

• An INR 1000 crore+ brand, the brand has created a demand

which transcends borders

• Currently being exported to Nepal & Bangladesh, it will soon be

manufactured and sold in Canada, UAE and the Gulf countries

• Its growing popularity has also spurred demand for the product

in Indian communities abroad, leading to manufacturing & sales

operations in many countries like Pakistan

the product attributes

“An indigenously developed innovation product with a

twist on traditional namkeens”

• It portrays itself as the ‘crunchy tea-time snack’- with a distinct shape & flavour range

• It’s a 100% vegetarian product made with trusted kitchen ingredients

• All the raw materials used in Kurkure comply with The Food Safety & Standards

Act & Regulations 2006 and rules that govern the manufacture, distribution and sale of Kurkure

• Made in automated plants at three locations – Channo (Punjab), Kolkata and Pune

the product portfolio

Today, Kurkure is a megabrand with a portfolio that straddles three

distinct snack formats

The Core Collet Range – 5 flavours

23 g – Rs. 5 52 g – Rs. 10

102 g – Rs. 20

Solid Masti Twisteez – 3 flavours

22 g – Rs. 5

50 g – Rs. 10

Puffed Snack Range – 5 variants

38 g pack - Rs. 10

Other products in the market

the distribution

General Trade

General trade consists of the thousands

of independent retail and wholesale

outlets across the country

CFA – Distributor – Wholesaler – Retailer

Modern Trade

Modern trade, or retail chains, is

characterized by standardized store

formats, air-conditioned ambience, and

a variety of goods and typically lower

pricing. Retail chains such as Big Bazaar

and Reliance Fresh fall under this

category

CFA – Retailer

Frito Lay has a very good distribution network across India for Lay’s, and the same is

leveraged by Kurkure

Rs. 2, 5, 10, 15, 20, 30 – price of

various SKUs nationwide

the brand equity

• Kurkure has constantly re-invented itself to sustain its relevance to Indian culture

and the Indian ethos

• Not only does Kurkure provide an inimitable taste and superior quality, but it has also journeyed effortlessly from being a snack with a twist to becoming an integral

part of India’s teatime menu and an embodiment of endearing human ‘imperfections’ or ‘tedhapan’

• Its ‘hatke’ shape & its positioning in between western chips & desi namkeens form its USP

• Easy availability owing to Frito Lay’s all-India distribution has added to its popularity

the brand pyramid

SALIENCE

Easily accessible, Indian snack brand, PepsiCo

association

IMAGERY

Juhi Chawla, Parineeti Chopra, quirky & crooked

PERFORMANCE

Affordable, tasty, crunchy,

filling, good quality

FEELINGS

Exciting, fun,

family, sharing

JUDGEMENT

Popular snack, mass appeal

RESONANCE Fun-loving, family-

oriented, crazy, imperfect

the brand communication

• From the ‘TEDHI MUMMY’ to the ‘STAR-STUDDED FAMILY’

• First, the bubbly actress Juhi Chawla added to the eccentricity

attached with the brand

• Now, the humour is brought alive by a mad family of Kunal Kapoor,

Parineeti Chopra, Farida Jalal, Boman Irani, Ramya Krishnan and child

actor Shivansh

• The positioning has stayed the same, but the communication strategy

has been changed to address the brand’s expanding product

portfolio and widening target audience

• 360 degrees marketing around launches: TV, print, radio, digital, on-

ground

some recommendations

• As Kurkure has diversified into so many different sub-brands and flavours, some of those just get lost in the

clutter

• Instead of wasting the good innovation they did, they should properly promote those sub-brands

• Institutional sales can also be leveraged better

• Kurkure could probably tie-up with cineplexes & offer a replacement to popcorn as its puffed snack line

goes really well with soft-drinks