SWOT ANALYSIS OF KURKURE

SUBMITTED BYMITHILA WANDHARE (D 21)SNEHA SHRIVASTAVA (D 51)

INTRODUCTION Frito lay is a division of PepsiCo

Founded-1961

Founders-The Frito Company, H.W. Lay & Company

President & CEO of Frito-Lay's Albert P. Caery

INTRODUCTION OF THE PRODUCT

Frito Lay India targeted a niche in the market

Kurkure is named after Hindi word “crunchy”.

Kurkure is the flagship of Frito-Lay’s Indian Division,

It was launched in India in 1999.

The snack comes in 4 flavors.

ECONOMIC FACTORS

OPPORTUNITIES: Per Capita Income Rise from Rs. 12000 (2002

) to Rs. 38084 (2008).

Decrease in Inflation Rates implies higher disposable income.

Kurkure is biggest contributor of Frito lays 300cr.revenue

THREATS: The purchasing power of the consumers has

decreased due to recession. FDI increases to 49% from 26%in financial ye

ar 2008-09

LEGAL FACTORS

ISO 14000 certified

HACCP (Hazard analysis and critical control point) certification by TQCSI (Australia)

OHSAS 18001-(Occupational Health and safety assessment series) - (USA).

COMPETITIORS DIRECT COMPETITION ITC’s Bingo Parle’s Musst chips and Musst sticks

SIBLING COMPETITIORS Lays, Cheetos

ACROSS CATEGORY Haldiram Takatak It is a strong competitor of Kurkure

INDIRECT COMPETITIORS Lehar snacks Diamond kurmure Homemade chips

SUBSTITUTECOMPETITIORS Haldiram’s Snacks Bikaneri Snacks Bhelpuri

NEW ENTRANTS Parle’s Musst sticks and Musst chips Aliva

CUSTOMERS CHOICE

OPPORTUNITIES

Increase in number of female professionals A bridge category between Indian namkeens

and western offerings like potato chips

THREATS Contains large amount of salt Consists of various added flavors and

preservatives

PRODUCT Easily available Available in different flavors Kurkure chilly chatka

Kurkure south special Kurkure east paraa tok jhal

Kurkure gree chutnry Rajasthani flavor

Kurkure tea time snack

PRICE Kurkure is available at cheap price. Price ranges from Rs 5 –Rs.10.

POSITIONING

Kurkure is one of the largest selling product of Frito lay.

It focuses on quality of the product Brand ambassadors Juhi Chawala and Kareena Kapoor

DISTRIBUTION Easily available in small retail stores. An excellent customer connects through a

360 degree communication

CUSTOMER RELATIONSHIP MANAGEMENT

Attract Indian customers with its impressive taglines

“teda hai per mera hai”, “chala Kurkure ka chakkar” “Kurkure chai time masti” Constitutes rice meal, gram meal, corn meal,

salt, seasonings, edible oils, etc. People buy it frequently as a tea time snack Performs relationship marketing to achieve

CTV to further convert it to CLV. It provides goods at pre as well post

consumption level.

TECHNOLOGICAL FACTORS

Career Family Entertainment

Fast forward New age nurtures

Mouse potatoes

Techno strivers

Digital hopefuls

Gadget grabbers

Hand shakers

Traditionalists

Media junkies

OPTIMIST

PESSIMIST