ASHISH PRESENTATION ON KURKURE
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Kurkure is a crunchy snack brand launched in 1995 that is now one of the most popular snacks in India. It is owned by Frito-Lay, the snack food division of PepsiCo, and is marketed as an affordable snack using common Indian ingredients. Kurkure targets children, youth, and families and has gained widespread popularity through fun branding and celebrity endorsements. It faces competition from other popular snacks like Lays but has achieved strong sales through expansion across India and engagement marketing campaigns.
![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](https://image.slidesharecdn.com/presentation1-140908031300-phpapp02/85/ASHISH-PRESENTATION-ON-KURKURE-7-320.jpg)
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ASHISH PRESENTATION ON KURKURE
- 1. Presented by, Ashish Goswami(A006) Shagun Aggrawal(A001) Yasin Kachchhi(A014)
- 2. History of Kurkure Launched in 1995 Launched 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 Cup07.
- 3. 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. .
- 4. 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
- 5. COMPANY PROFILE & products Frito-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.
- 6. 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
- 7. 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
- 8. STP ANALYSIS SEGMENTATION 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
- 9. TARGETING Children Youth Families POSITIONING 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
- 10. COMPETITION ANALYSIS market share(%) 48 28 13 7 4 lays kurkure bingo parle other
- 12. 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
- 13. 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)
- 14. PRODUCT Kurkure 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
- 15. Distribution Channel Adopted by Kurkure Distribution 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 stren gth of 300 sales personnel anddistributors nationwide.
- 16. 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.