kurkure

Marketing strategy of KURKURE that led to success of the brand

By:

Anil Bisht (2k91/m/09)

Sayantan Kar (2k91/m/46)

Sushant Sagar (2k91/m/56)

Swati Bhalla (2k91/m/58)

Tutul Samanta (2k91/m/60)

INTRODUCTION

Launched in 1999, Kurkure soon became the perfect Namkeen snack of the nation. Embodying the spirit of our lovable country, this tedha shaped snack has found a home in the hearts and minds of all. Inimitable taste coupled with superior quality has made it the choice of millions and an inevitable part of their families. Little wonder that it is one of India’s most loved snack food brands.

The strategies that lead to the success of the brand is :

Marketing Mix (4p’s)

Product

Price

Promotion

Place

product It falls under branded snack food segment Product based on competitive offering and taste-buds 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. Its Snack Smart initiative to cut out trans-fat from its products

by using rice bran oil which cuts saturated fat by 40 per cent.

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

Available in three SKU’s.

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

Touched a chord with consumers through humor and irreverent advertising.

Print campaign telling readers how Kurkure is made from what can be found in any Indian kitchen which gave them the idea that Kurkure is less about flavors and more about ingredients.

Marketing on the basis of ingredients to help Kurkure stave off competition from a growing tribe of roasted snacks.

It has used an innovative idea of keeping itself relevant to Indian ethos and culture by associating itself with Indian families

Promoting KURKURE as the healthy snacks. Juhi chawala’s as brand ambassador her chirpy personality

matches with the taste of the product Association of the brand with ICC cricket world cup 2003. 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 informations related to the train.

Porters 5 force analysis

Competition Strong competition from well established brands like ITC Bingo. Huge unorganized market.

Counterattack A Great & Diverse Product Portfolio, It created the category between

western snacks such as wafers and cheese balls, and traditional Indian snacks, both hot and cold.

Bargaining power of Suppliers Suppliers supplying raw materials to the market leader due to better

deals. Counterattack:

It’s a market leader in its category with Lays having the maximum market share. branding Kurkure in such a way that differentiated it from FritoLay's other brands thus reducing internal competition and scavenging.

Potential Entrants Since the sector offers a low barrier to entry, so there always

remains the possibility for the new entrants to enter the market.

Threat of Substitutes The entire unorganised Farsan sector, Dhokla, Khaman,

Kachoris, & all the eatables that could be had as snacks in Parties, while watching Movies, Cricket matches are substitutes to KURKURE.

Thank You