SWOT ANALYSIS OF KURKURE SUBMITTED BY MITHILA WANDHARE (D 21) SNEHA SHRIVASTAVA (D 51)
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, s
alt, 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 FACTORSCareer Family Entertainme
nt Fast forward New age
nurturesMouse potatoes
Techno strivers
Digital hopefuls
Gadget grabbers
Hand shakers
Traditionalists
Media junkies
OPTIMISTPESSIMIST