Branding Assignment Kurkure

The Brand Analysis of KURKURE

Submitted By:

Aditya Shankar

Aditya Khanzode

Akriti Jaiswal

Gaurav Bansal

Nishant Jindal

Swapnil Mhaske

Company Name

Division

Brand Name

Brand Naming

Product

Year Of Launch

Prices

Packaging

Market Shares

Promotion Medium

Advertising Appeal

Brand Ambassador

BRAND PROFILE

PepsiCo India

Frito-Lay India

Kurkure

Named after the Hindi word for "crunchy"

Rice, Corn and Pulses

1999

Rs.5, Rs.10, Rs.20

Bright color wrapper like orange, red, green, etc.

Frito Lay holds 45 percent (US $550 million)

Broadcasting, Banners , Internet

Humor

Juhi chawla (2003), Kareena Kapoor (2008)

Brand Evolution Timeline

Kurkure- A bridge category between Indian namkeens & western offerings like potato chips

Method of Segmentation Used

DEMOGRAPHIC

Generalized Target MarketApparent from the advertisement, where the whole family is shown enjoying eating Kurkure

Income based segmentationBy launching various SKUs – Rs. 3, 5, 10, 20 & gifts packs of higher value

Other products under the brand: Desi Beats & Shak Snaks hold a youthful image and target the 15-25 year aged young middle income group

GEOGRAPHIC

Kurkure was launched as a national brand by considering taste & style of the traditional foods & flavors

Launch of variants like:-Green Chutney Rajasthani Style -Hyderabadi HungamaDisplay segmentation of product variants based on specific geographies

Target Market Profile

Age- Focus on young people & children

Income- Affordable pricing & effort to give more for less, makes it best value for money- Thus targeting the middle income group

Gender- Generalised product for any gender

Psychographics- Focus on customer’s lifestyle, taste & personal values that best match with the product usage & is distinctive from the competitor

Initially positioning- 1st Mover Based- 1st “Bridge

Category” between Namkeens & Potato chips

Indigenous Brand- Hindi name, Indian flavours, ingredients and taste

Later Repositioning- “Muh Kurkure Karo”

campaign- Occasion based- for gift wrapped healthy festive offerings as substitute to sweets

“Tedha Hai Par Mera Hai” campaign – to connect with young and confident Indian consumers, comfortable with their imperfections & quirks & no longer strives to perfection

Brand Positioning

W’s OF POSITIONING USED

What-

What-

Whom for-

Whom for, What-

When, What-

What, When-

When-

What-

Kurkure

‘Khub karare khub chatpate’

‘Kya family hai’

‘Tedha hai par mera hai’

‘Muh Kurkure Karo’

‘Kyunki kahaani mein kurkure hona chahiye’

‘Kurkure chai time masti’

‘Daal ek naye andaaz mein!!’

Brand Identity Analysis- (a) Visual Element

• Suggestive name- implies product characteristic i.e. Crunchy

• Easy to pronounce, recall, recognize, understand & acceptable

Brand Name

KURKURE

• Brand logo- blue background- depicting youthful image

• Kurkure in text helps easy identification of the product

• Keeps changing in accordance with campaign eg. ‘Kya family hai’,‘Tedha hai par mera hai’, etc.

• Revolves around the target audience- Indian youth

Brand Slogan

(b). Production Element

• Cooked in rice bran oil (RBO), it has 40% less saturated fat, zero trans-fats and no added MSG.

• Raw materials used comply with the Prevention of Food Adulteration Act and rules that govern the manufacture, distribution and sale of Kurkure.

Quality

• Shaped uniquely compared to other snacks• Kurkure bits are shaped in bend in random

fashionDesign

• ?Style

(c). Organizational Element

• PepsiCo’s values and philosophy are reflection of the socially and environmentally responsible company it aspire to be

• They are the foundation for every business decision PepsiCo make.

PepsiCoValues & Philosop

hy

(c). Humaized Element

• ?Brand Behavior

• Spirited- vibrant, light-hearted & fun loving

• Embodies the spirit of India in its name Kurkure & variant Desi Beat.

• Enjoys the position of a strong lovemark brand in India

Brand Personalit

y

Broadcasting- Advertisements, Kahaani Mein Kurkure - spoofed popular Indian TV shows to appeal to Indian housewives

Tie–up with south western railways to have trains called “Kurkure Express”

Brand visibility on reservation charts and railway coaches

Kurkure Chai Time Achievers – Giving the “15 minutes of fame” to the winners of the recipe contest

Interactive website of Kurkure & Desi Beat with games, ads, feedback present online

Banners & hoardings of the brand at various places

BRAND PROMOTION

StoryBoard from the “Tedha Hai Par Mera Hai” campaign

Concerns Of the Brand

Problem 1: Intense Competition Direct ( organized & unorganized market)- ITC’s Bingo, Parle’s

Musst chips & Musst sticks Sibling- Lays, Cheetos Across Category- Haldiram Takatak Indirect- Lehar snacks, Diamond kurmure, Homemade chips Substitute- Haldiram’s Snacks, Bikaneri Snacks, Bhelpuri New Entrant- Parle’s Musst sticks and Musst chips, Aliva

Solution: Occupy a huge number of customers by:

Introducing new tastes, flavours Retaining the quality standards Keeping in consideration their tastes and flavours preferences

Branding Kurkure differentiated from FritoLay's other brands to reduce internal competition and scavenging

Delivering valued trade promotions to wholesalers and retailers It should try to expand its wings to cover towns, villages, cities;

making it available to everybody.

Concerns Of the Brand

Problem 2: Confused brand positioning Frequent changes in the ad campaign & the message conveyed in

it

Solution: Avoid the need of changing the tagline in each promotional campaign Keeping a constant tagline for the brand though different tagline may

be promoted for specific variants Promote about the healthy quotient of the brand apart from the fun-

loving nature of the brand

Problem 3: Though Kurkure makes effort to provide more for less but no offers or schemes are provided to the customer, thus no visible benefit strikes the customer persuading him to make impulse purchases & maintain curiosity within the customer

Solution:Offer schemes and conduct several contest to ensure continuous involvement of the customer