Case study On Kurkure

Presented By: Dinesh Chavan. Priyanka Madaye. Prajakta Kalekar.

History Of Kurkure
Kurkure was Launched in 1999,and soon became the perfect Namkeen snack of the nation. Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of Frito Lay's Indian and Pakistani division. This tedha shaped snack has found a home in the hearts and minds of all.

Marketing Stratergies of Kurkure.

The strategies that lead to the success of the brand MARKETING MIX (4PS) Product Price Promotion Place

PRODUCT
Product is based on competitive offering and tastebuds of Indian consumers. Launching its product in indian flavours ,which differentiated it from their competitor. Building trust and connection by informing the consumers of the authentic ingredients that go into the product. Product Offerings Large product portfolio which include: masala munch, solid masti masala twist, Hyderabadi hangama, green chatani in Rajasthani style, chili chatka, desi beats diwana tamatar, desi beats dilbar hangama, etc

PRICE
Competitive pricing Strategy Introduction of smaller packs targeted towards small quantity consumers and middle/ low income customers with pricing of Rs 5,10 and 20

PLACE
Fritolays made sure that the Product had High availability at big and small retailers across the country. Large distribution magic through efficient distribution network. The Company distributed large racks, to display the brand at all points of sale ensuring HIGH VISIBILITY. Easy availability across the country

PROMOTION
Tie with south western railways to have a branded train under which brand name would feature with the trains name in all announcements, reserve tickets, on reservation charts and all the information's related to the train. Its another strategy is to get more personal with the customers by launching chai time contest which makes real people famous

Marketing Segmentation
1. Geographic Segment: Concerning geographical factor, Kurkure is trying to expand its wings to cover towns, villages, cities; making it available to everybody. The product Kurkure is specially designed for the Gulf & South Asian region specially India & Pakistan considering the taste & style of the traditional foods & flavors

2. Demographic Segment: Concerning demographical environment, Kurkure will focus on several variables such as age, gender and income level. Age: Kurkure will focus heavily on children and young people. Gender: Kurkure is a generalized product for any sex, male or female. Income level: Kurkure pack is easily affordable and company is trying to give more for less making it best value of money.

3. Psychographic Segment: Considering psychographic factors, Kurkure will heavily focus on customers life style, tastes, and personal values that best match with the product usage and distinctive from competitors. Making an image of style, standardized taste and variety of flavors, Kurkure impacts positively on individual customer satisfaction.

SWOT
Strengths
People from almost every income level are consuming Kurkure. Brand conscious people like it most. Being the part of the PepsiCo international company having the huge investment. Attracting huge number of consumers by advertising campaigns through electronic & print media to aware the customer towards Kurkure. People are comfortable with the Price of Kurkure. Company is emphasizing on its distribution and placement strategies. Kurkure has a strong brand image at their back like Lays and also PepsiCo International. Kurkure is such kind of product which is free from any kind of age or gender restriction.

Weaknesses
Facing the enormous competitors in the market.
Indirect competitors are investing heavily in branding. Although they are trying to make their efforts best to make their supply excellent but still they are not reached to the rural areas of Pakistan. Elite class of your society are not consuming too much as compared to the middle and others due to the price as we can say the status problem. At that time Kurkure only offering three flavors while others are offering more than that.

Opportunities
Supply of this product in the remote areas of Pakistan.
Improvement in its Quality as there is always room for the improvements in anything. Addition of new local flavors helps a lot to sustain in the market. Sponsoring major events and festivals for huge awareness campaigns. Try to make supply in all the areas where the other competitors are existing already.

Design such strategies and advance planning to become the market leader in the smallest span of time.
Introduce the family and economy pack to serve the large families which also cost you cheaper and ultimately will accepted by the consumer.

Make advertisement in sub urban and rural areas and give incentives to the shop personals so that also motivate towards it. Kurkure has an opportunity to introduce a less spicy or light flavor to increase their consumer ship and target market

Threats
Competitors like Kolson and Triple M are the biggest threats to our product.

Indirect competitors are also contributing in the same way.

There are many substitutions in the case of snacks which is the great threat for Kurkure. People usually like variety in flavors which is the up coming threat to the Kurkure because they have only three flavors. Govt. policies may affect the growth of the Kurkure