INTRODUCTION The Indian snacks market is worth around US$ 3 billion .The “unorganized snacks market” is worth US$ 1.56 billion .Potato chips and potato-based items from 85 per cent of the Market. Haldirams and ITC are some of the leading players.Frito Lay, with a market share of 45 percent (US $550 million) dominates the market. PepsiCo is also a dominant player in the snack food segment in India. PepsiCo's snack food company Frito-Lay is the leader in the branded potato chip market. It manufactures Lay's Potato Chips; Cheetos extruded snacks, Uncle Chips; traditional namkeen snacks under the Kurkure and Lehar brands; and Quaker Oats. Launched in 1999, this perfect 'namkeen' snack, fully developed in India, has become the torch bearer of fun and lovable human quirks. It developed an even stronger identity through celebrity associations with Juhi Chawla [2003] and Kareena Kapoor [2008], well-known actors in Indian Cinema. Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated company) in Kenya. It is one of the most popular food products in India today. The snack comes in 4 flavors. They are Masala Munch (orange pack), Green Chutney Rajasthani Style (light green pack), Chilli Chatka (dark green pack) and Tamatar Hydrabadi Style (brown pack). There are two new flavors too. One is the Kurkure Xtreme Electric Nimbu 1
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INTRODUCTION
The Indian snacks market is worth around US$ 3 billion .The “unorganized snacks market” is worth
US$ 1.56 billion .Potato chips and potato-based items from 85 per cent of the Market. Haldirams
and ITC are some of the leading players.Frito Lay, with a market share of 45 percent (US $550
million) dominates the market.
PepsiCo is also a dominant player in the snack food segment in India. PepsiCo's snack food
company Frito-Lay is the leader in the branded potato chip market. It manufactures Lay's Potato
Chips; Cheetos extruded snacks, Uncle Chips; traditional namkeen snacks under the Kurkure and
Lehar brands; and Quaker Oats.
Launched in 1999, this perfect 'namkeen' snack, fully developed in India, has become the torch
bearer of fun and lovable human quirks. It developed an even stronger identity through celebrity
associations with Juhi Chawla [2003] and Kareena Kapoor [2008], well-known actors in Indian
Cinema.
Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of
Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated company)
in Kenya. It is one of the most popular food products in India today. The snack comes in 4 flavors.
They are Masala Munch (orange pack), Green Chutney Rajasthani Style (light green pack), Chilli
Chatka (dark green pack) and Tamatar Hydrabadi Style (brown pack). There are two new flavors
too. One is the Kurkure Xtreme Electric Nimbu and the other is Kurkure Xtreme Risky Chilli. A
Special Edition flavour, Jaljhalo Hit has been released as a Pujo Special for Durga Puja, 2007.
Snacks are of two types extruded & potato chips, Kurkure is the extruded snack item.
In November 2006, Frito Lay announced plans to release Kurkure to American markets sometime
in 2007. This decision was made after analysts showed increasing interest in Indian spices in the
USA. Also the introduction in other markets with a non-resident Indian population such as the UK
is planned.
Kurkure was Frito Lay's first big hit in India and succeeded by making a host of Indian flavours
possible and popular in a finger snack. Kurkure is a crunchy new age namkeen snack brand which
symbolizes light hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts
& minds of all and enjoys the position of a strong Lovemark brand in India.
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The spirit and twinkle of Juhi's personality complements and embodies what Kurkure stands for.
Over the years, Kurkure has journeyed effortlessly from being a snack with a twist to being an
integral part of the tea time menu to being an embodiment of lovable human 'imperfections' or
'tedhapan'
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Product Strategy
Features
Building trust and connection by informing the consumers of the authentic ingredients that go into
the product. Kurkure is a new age Namkeen and made of edible ingredients including rice meal,
corn meal, gram meal, edible oil, seasonings, salt, spices and condiments and flavours. 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. Kurkure has 40% less Saturated Fat, Zero Trans Fats and No Added MSG .All the
raw materials used in Kurkure comply with the Prevention of Food Adulteration Act and Rules that
govern the manufacture, distribution and sale of Kurkure. All ingredients are such that are used
daily in all households today for preparation of various edible items. Kurkure is a very popular and
easy making product. They are manufactured by extruding heated dough through a die that forms
the particular shape. They may be ball-shaped, curly, straight, or irregularly shaped. In India, it was
called "Kurkure". Most popular were the corn curl kurkure.
Pricing
Competitive pricing Strategy was adopted by the company in order to establish the brand in
Indian markets. Introduction of smaller packs targeted towards small quantity consumers and
middle/ low income customers.
Price Range
Small Rs 5/-
Medium Rs 10/-
Large Rs 20/-
Quality Standards
Kurkure is made in automated plants in three locations. These are in Channo ( Punjab ), Kolkata
and Pune. These plants are also audited and certified by various external agencies. These
certifications include HACCP (Hazard analysis and critical control point) certification by TQCSI
(Australia), which confirms that products are manufactured in Food safety environment and
manufacturing has adequate controls to ensure product tracking, American Institute of Baking
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(USA), one of the best auditing body which confirms process and product safety. Our Plants are
ISO 14000 certified which confirms that the manufacturing process ensures environmental safety.
The plants are also certified to ensure that the product, process, environment and people safety have
been maintained at very high level and this certification is issued by OHSAS 18001-(Occupational
Health and safety assessment series) - (USA).
Ingredients
While concerning the ingredients, it contains major mixture of Rice Meal, Edible Oil, Corn Meal,
Gram Meal, Salt, Spices and Condiments and converted them to snack like eating crisp sticks that
has never introduced before.
Usage
Kurkure is also positioning itself on the basis of its usage. Its promotional campaigns urge
consumers to use it on.
Daily basis
At lunch
Dinner
Anytime, anywhere
Servings
With Chaat
With tea
With Raita
With drinks
Occasions
Parties and celebrations
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USP
Desi brand name. Easy to idnetify with. Kurkure is a synonym of a crunchy food stuff. In
fact a brand by the name TakaTak tried to imitate it but failed miserably.
Launching its product in indian flavours, which differentiated it from their competitor its
unique advertisements which features the bubbly Juhi Chawla.
Innovative flavor, affordable price and continuous communication to consumers.
Each Indian region has special snacks. Snacks some time consumed along with meals or tea, coffee
and other beverages. Banana wafers, chaklis, samosas, namkeens are few examples of large list of
Indian snacks. The change in the family structure is also changing the food habits in India. Increase
in the nuclear families and working women enhanced the market potential of ready to eat products
and branded snacks. Though the Indian snack market is highly fragmented with market dominated
by home snacks or those sold by local vendors, changing consumer lifestyle and health concern
made them to look for hygienic, easy to carry and nutritious branded snacks. Biscuits, potato wafers
and papads are already branded and well received by the consumers.
Pepsi, the late entrant in the Indian snack market decided to find niche market. In the Year 1999,the
company launched Kurkure in the Indian Market. The product is developed in a way that it is
having local taste and western chips. Kurkure is big success in Indian market. This made Pepsi to
take this snack food to other global markets. Kurkure is already available in the Indian stores in the
US and UK and Pepsi want to expand it to more stores in the existing global markets as well as
expand it to other potential markets. According to the company, Kurkure will retain its basic flavor
but will be adjusted to suit the local requirements. Kurkure’s success in the Indian market is mainly
for three reasons namely innovative flavor, affordable price and continuous communication to
consumer. To meet the regional requirements Kurkure is launched in various flavors like Masala,
chilli, green chutney etc
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VARIETIES
Masala Munch (Original)
Solid masti – masala twist
Green Chutney Rajasthani Style
Chilly Chatka
Tamatar Hyderabadi Style
Malabar Masala Style
Masala Twists(Solid Masti)
Desi Beats
Naughty Tomatoes
Hyderabadi hangama
Special (Limited) Edition
Pujo Special:Jhajhalo Hit - Released in West Bengal for Durga Puja, 2007
Ganeshotsav Special:Usal Pao - Relesed in Maharashtera for Ganesh Utsav,201
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PACKAGING
Style and design matter a lot on the outcome and response of the product. ‘Kurkure’ as the product
(inside the pack and outside wrapper) has much attractive and catchy colors style and design which
attracts the customers alot.
Kurkure is available in the market in 3 different packing. Kurkure comes in the air tight packing and
packing material of Kurkure is of high quality so that product will remain fresh and its taste keeps
secure up to more than four months. Kurkure has different flavors in the market so the each flavor
has its own unique packaging color combination according to its taste. Basic color combinations are
in green and red colors which all are eye catching.
Kurkure is available to the consumer only in primary packing. No secondary packing is using.
However they are delivered in container packing from production plant to shopkeepers or retailers,
which carries 48 packs.
Kurkure is available in three different sizes
19 gm
38 gm
75 gm
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Promotion Strategy
Kurkure - Tedha Hai Par Mera Hai
Slogan: “Chai time masti time”
Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of
Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated
company) in Kenya. It is one of the most popular food products in India today.
In November 2006, Frito Lay announced plans to release Kurkure to American markets sometime
in 2007. This decision was made after analysts showed increasing interest in Indian spices in the
USA. Also the introduction in other markets with a non-resident Indian population such as the UK
was planned.
In India, actor-celebrity Juhi Chawla advertises Kurkure.