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 Cup’07.

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.