MARKETING

MIX OF
KURKURE
 PRODUCT MIX OF KURKURE

Kurkure is a small stick shaped snack with spicy flavors where the main
ingredients are vegetable oil, spices, salt, corn, and rice and chickpea flour.
This delicious and mouthwatering snack is available in many flavors. The
customers get to choose from enjoyment to health. Under the health
product portfolio the company has item like Quaker Oats and for pure
enjoyment, there is kurkure in lots of delicious and lip smacking flavors.
Some of them are as follows-

 Monster Smiles
 Corn Cups
 Monster Paws like Funky Tomato and Mad Masala
 Hyderabadi Hungama
 Zig Zag
 Puff Corn
 Naughty Tomatoes
 Masala Twists
 Malabar Masala Style

The company has taken special care to maintain the local flavor for
instance the flavor in the Punjab market is different from the flavor of
Gujarat or Bengal. This regional flavor segmentation is being done
because the brand wants to cater to the whims of different sections of the
society. It also wants to answer the competition from through new and
innovative ideas. Under this game plan, the company has decided to use
dal in three varieties like South Spice Mix, Bengali Jhal and Mumbai
Chatpata Usal. The uniqueness of its taste is because of the usage of
every day ingredients of Indian Kitchen like Rajma, Pulses and local
spices.
 PRICE MIX OF KURKURE

The right pricing policy is very important for any product as it

is a determining factor in the consumer’s choice. The method
adopted by kurkure is the perceived value strategy of pricing.
In these changing times, the condition of the market is a bit
volatile. Hence, the company has appointed executives who
with the help of advanced technology arrive at the different
pricing ranges of its own product as well as the products of
the competitors. They then arrive at a pricing strategy that is
beneficial for the company and is affordable to the buyer.

The brand kurkure has decided to keep a reasonable pricing

policy for its products. All the items are available in different
quantity packs and each pack is rated according to its
quantity. The pricing range starts from Rupees five, rupees
ten, rupees twenty and extends to the family pack’s rupees
thirty. The company has kept the pricing strategy
competitive.
 PLACE MIX OF KURKURE

Although Kurkure is an Indian produce that is manufactured and sold in

all the parts of the country but it has started gravitating towards other
countries also because of its huge demand and popularity. In order to
reach every nook and corner of the country it has established a very well
planned and detailed distribution network. The age-old concept of C&F,
then the distributor, then the dealer, and finally the retailer and then
consumer is also used over here.

This is done to make the products available at all the various big and small
stores throughout the country. The products are easily accessible at the
general stores, high profile outlets and super markets. The company has
even supplied huge stands, in order to display their products at all the
points. This is to increase the product visibility in the eyes of the children
who are the main consumers and the deciding factors in any household.

Kurkure has launched its unique product in the neighboring country

Pakistan. In the year 2007, PepsiCo’s local division PepsiCo Pakistan
manufactured and launched this product. Later Kurkure was also
introduced to the American market, the UK market and in Eastern and
Western Canada.
 PROMOTION MIX OF KURKURE
Kurkure was specifically launched to grab the namkeen market and to do so it
followed a very well scripted promotional policy. The brand invested heavily
towards product innovation and its marketing policies. In order to keep its image
vibrant and sparkling it has come up with various winners. The company’s first
campaign had the line “Kya karein control nahi hota” and it created the image of
irrestible and appealing munchies.

The next campaign succeeded in capturing the imagination of the nation with its
tag-line “Jo bhi khaye kha ke mast”.The idea was to present the unique flavor
of the product to the common person. Once the company had established its
firm footing in the market it started highlighting about its values, taste and the
distinct Indian flavor. Later it decided to accept the most challenging of all
challenges, which was to project its product as a snack that a family eats
together. In the year 2004, in a surprise move the brand roped in the actor Juhi
Chawla as its brand ambassador. Rest they say is history. The bubbly and
homely actor proved to be a blessing in disguise for the brand and took it to
heights that even the brand had not imagined.

Over the years, the association continued where Juhi and kurkure became
synonyms of each other. Later it presented kurkure as an evening snack to be
eaten with the family members at teatime. The most successful of the kurkure
taglines has been “Teda hai par mera hai” featuring first Juhi Chawla and later
a happy family with Parineeti Chopra, Kunal Kapur, Boman Irani and Farida
jalal. The company also launched a scheme where special gift packs were
launched during the Diwali season.
MARKETING
MIX OF BINGO
 PRODUCT MIX OF BINGO
Products from brand Bingo are available in mainly two varieties and in different
flavors, sizes and shapes. These are Finger Snacks and Potato Chips and in
all have four sub-brands and several variants which are as follows-

1. Bingo Yumitos Premium Salted

2. Bingo Yumitos Red chili Bijli
3. Bingo Yumitos International Cream and Onions
4. Bingo Yumitos Masala Remix
5. Bingo Yumitos Fiery Red Tomato
6. Bingo Yumitos Juicy Tomato Ketchup
7. Bingo Yumitos Original Style- Chilly Sprinkled
8. Bingo Yumitos Oye Pudina
9. Bingo Yumitos Original Style- Salt Sprinkled
10. Bingo Mad Angles Masala Madness
11. Bingo Mad Angles Tomato Madness
12. Bingo Mad Angles Chaat Masti
13. Bingo Mad Angles Achaari Masti
14. Bingo Tedhe Medhe Mast Masala Tadka
15. Bingo Tedhe Medhe Achaari Masti
16. Bingo Tangles Masala Tangle
17. Bingo Tangles Tomato Tangles
18. Bingo Tangles Salted Tangle
19. Bingo Tangles Cheese Tangle
 PRICE MIX OF BINGO

Brand Bingo was launched with the express purpose of

capturing at least 25% of the market share in first few years.
Brand adopted an aggressive pricing policy to attract new
customers and currently it has been able to capture 16% of
snacks market. In order to compete successfully with its
competitor’s company has allotted minimum prices for its
products at Rs 5, 20 and 10. To add a competitive edge as
mostly every company offers the same price range, Bingo
has added more weight to its product packet.

A ten rupees packet offers 45 grammes of product

compared to its rival company which offers same quantity at
rupees 15. Its pricing strategy has been successful because
of consistent lower prices and providing more value for
money. In order to gain new consumer base and create more
sales brand also offers odd discounting schemes like 33%
extra with a pack.
 PLACE MIX OF BINGO

Bingo has made sure that it makes new inroads in both rural
and urban markets and hence has made its products easily
available at every possible store across the country. As it is a
subsidiary of a bigger brand like ITC, its distribution
channels are far and wide. The brand has tried to adopt a
micro-distribution policy to gain better reachability. Hence it
is possible to buy a pack of Bingo even in the remotest part
of rural India.

Bingo has a good supplier base and its suppliers provide raw
materials like spices, potatoes and other ingredients at lower
costs. Distribution channel of a company is based on tried
and tested policy of manufacturer to dealer and lastly to
consumers through several possible mediums like grocery
stores, discount outlets, convenience stores and
supermarkets. The company has provided incentives to
its dealers and retailers so that they encourage product sales.
 PROMOTION MIX OF BINGO

Bingo has become a popular brand and has decided to adopt

an aggressive policy for marketing its products. It wants to
penetrate the competitive market of snack foods and for this,
it has decided to introduce innovative campaign policies and
catchy advertisements. The brand has advertised its
commercials through every possible means at its disposal.
Ads are aired on radio, television and displayed on
newspapers, billboards and magazines.

During the first six months, the company booked nearly 1000
hoardings, 20 spots on radio and 10-15 spots on most
channels every day. It spent nearly 100 crores as the
promotional policy during that time. Bingo also gave special
emphasis on packaging and made it eye-catching so that it can
attract the attention of its customers. It also provides added
incentives like 33% extra with every pack and these odd
numbers helps in creating positive brand awareness.
Conclusion

This market research has exposed the consumers' &

Customers' preference brand & reason

behind and also, the opportunity and potentiality of current

market. From this research, we get

consumers 81. customers preferred brands are mainly

Potato Crackers (19x), Mr. Twist (1876), Lay's

(1474), with KurKure, & Cheese puffs having lower

percentages.

Taste, quality and packaging and availability are the core

consideration for purchasing these

brands.

0 From market research, we get beside crackers category

chips there is strong consumerdemand
of real potato chips like Alooz, Sun Chips & Lay's. But
comparatively, there is less demand of

cheese category chips e.g. Cheese puffs, Poppers etc. To

promote cheese based chips we have to

formulate different strategy by highlighting cheese benefits

and associated nutrition.

0 So, from the inception, we propose to consider all the

factors and attributes that a consumer

often considers when purchasing Chips. Effective

marketing strategy will have to be developed

on the basis of findings of this extensive market research of

chips.