Introduction

Kurkure
Company Overview:
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. Our inimitable taste coupled with superior quality
has made us 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.

And we have constantly innovated over the years to keep ourselves continually
relevant to ever evolving... And we have constantly innovated over the years to keep
ourselves continually relevant to ever evolving generations, going from being an integral
part of the tea time ritual to bringing fame and joy to faceless individuals (via the Chai Time
Achievers' initiative) to being the epitome of “Tedhapan".

Kurkure is one of the premier brands in the light snack industry in India. It is
manufactured by the Frito Lay's Indian division and is marketed by Hirani Industries
Corporation. Kurkure is named after the Hindi word 'crunchy' and is one of the
popular food products in India. The product comes in 4 flavors to suit the tastes and
styles of the consumers.

Kurkure has also devised wonderful advertisement and marketing strategies to

increase their reach to their target market. In order to increase their sales revenue, the
brand has devised upon various advertising strategies. They have roped in various
popular super stars to endorse their products. Endorsements by Bollywood Stars have
been successful for a lot of brands and in this case too, it has helped increase the
revenue of Kurkure. The latest endorsement of Kurkure is the leading actress, Juhi
Chawla. The product is using the actress as their brand ambassador.

The advertisement of Kurkure is based on funny sequences. Juhi Chawla has been
endorsing the brand for a year.

The advertisement of the product comes up with plots of popular serials and films like
Kyunki Saas Bhi Kabhi bahu thi, Jassi Jaisi koi Nahin and Mughal-e-Azam. The
smart and funny tagline "masti bole to Kurkure" also adds color to the advertisement.
The chirpy and charming personality of Juhi Chawla goes well with the name and
taste of the brand.

The market of Kurkure has increased to a great extent. The brand contributes around
40 % of the total revenue of Frito Lay India. Due to the immense popularity of the
brand, the company has decided to introduce Kurkure overseas. The product has been
introduced in United Kingdom, South Africa, Middle East and Australia. The product
is available in small, middle and bumper packs.

The endorsement by Juhi Chawla has really led to the popularity of the brand. It has
made the brand more exciting and tempting. In addition to this, special offers are
made to the consumers All these make Kurkure give the competitors a run for their
money.
The project purports to decipher the satisfaction level as well as the preferences
of consumers pertaining to the various flavours of BINGO- a new range of
savoury snacks launched by ITC. We aim to analyse the success, marketability
and future growth prospects of BINGO. We also intend to study the spending
habits and motivation of consumers for buying snacks.
Basically we intend to find out the most popular flavour of BINGO in the
market from our sample. Snacks as such are a very minor part of the food
processing industry because snacks sector is largely unorganised. Here we will
also look into the market trends in snacks over the years.
For this a survey was conducted in Delhi where respondents were asked to fill a
questionnaire. The data was collected and analysed to obtain conclusions.
This report carries an introduction of the company profile, detail of the
methodology followed detailed data analysis and the results so obtained with
the
variety of graphs along with given.

ITC LIMITED
A) Establishment:
Incorporated on 24 August 1910 as the Imperial Tobacco Company of
India
Limited, the company's name was changed to ITC Limited in 1974.
Rated
among the 'World's Best Big Companies' by Forbes magazine, ITC ranks
third on all major profit parameters among India's private sector
corporations. ITC employs over 20,000 people at more than 60 locations
across India. It has a turnover of $3 billion.

B) Growth and Diversification:

ITC is one of India's foremost private sector companies with a market
capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion.
ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the
World's Most Reputable Companies by Forbes magazine, among India's Most
Respected Companies by Business World and among India's Most Valuable
Companies by Business Today. ITC also ranks among India's top 10 `Most
Valuable (Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times. ITC has a diversified presence in Cigarettes,
Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged
Foods & Confectionery, Information Technology, Branded Apparel, Personal
Care, Stationery, Safety Matches and other FMCG products. While ITC is an
outstanding market leader in
its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and
Agri-Exports, it is rapidly gaining market share even in its nascent businesses of
Packaged Foods & Confectionery, Branded Apparel and Stationery. As one of
India's most valuable and respected corporations, ITC is widely perceived to be
dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of
inspiration "a commitment beyond the market". In his own words: "ITC
believes that its aspiration to create enduring value for the nation provides the
motive force to sustain growing shareholder value. ITC practises this
philosophy by not only driving each of its businesses towards international
competitiveness but by also consciously contributing to enhancing the
competitiveness of the larger value chain of which it is a part." ITC's diversified
status originates from its corporate strategy.

of which it is a part." ITC's diversified status originates from its corporate

strategy aimed at creating multiple drivers of growth anchored on its time-tested
core competencies: unmatched distribution reach, superior brand-building
capabilities, effective supply chain management and acknowledged service
skills in hoteliering. Over time, the strategic forays into new businesses are
expected to garner a significant share of these emerging high-growth markets in
India. ITC's Agri-Business is one of India's largest exporters of agricultural
products. ITC is one of the country's biggest foreign exchange earners (US $ 2.8
billion in the last decade). The Company's 'e-Choupal' initiative is enabling
Indian agriculture significantly enhance its competitiveness by empowering
Indian farmers through the power of the Internet. This transformational strategy,
which has already become the subject matter of a case study at Harvard
Business School, is expected to progressively create for ITC a huge rural
distribution infrastructure, significantly enhancing the Company's marketing
reach.
ITC's wholly owned Information Technology subsidiary, ITC Infotech India
Limited, is aggressively pursuing emerging opportunities in providing end-to-
end IT solutions, including e-enabled services and business process outsourcing.
ITC's production facilities and hotels have won numerous national and
international awards for quality, productivity, safety and environment
management systems. ITC was the first company in India to voluntarily seek a
corporate governance rating.

ITC employs over 21,000 people at more than 60 locations across India. The
Company continuously endeavors to enhance its wealth generating capabilities
in a globalizing environment to consistently reward more than 3, 88,000
shareholders, fulfill the aspirations of its stakeholders and meet societal
expectations. This over-arching vision of the company is expressively captured
in its corporate positioning statement: "Enduring Value. For the nation. For the
Shareholder."