Kurkure

INTRODUCTION




Brand History
Kurkure is the flagship of Frito-Lays Indian Division,
Frito lay is a division of PepsiCo
Founders-The Frito Company, H.W. Lay & Company
Launched in 1999 in India & a perfect namkeen snack
Kurkure is named after Hindi word crunchy.
Identified with fun and lovable human quirks.
PepsiCo the companys other giant global snack
brands includes Lays, Cheetos etc
Sronger identity through associations with celebrities
like Juhi Chawla (2003) and Kareena Kapoor (2008),
Parneeti chopra ,well-known Indian actors.


Brand Promise
Kurkure symbolizes light-hearted fun.
Kurkure has found a home in millions of hearts
and minds
In earlier ads - Juhis vibrant and fun-loving
personality complements and embodies the
essence of Kurkure.
Kurkure has journeyed effortlessly from being a
snack with a twist to becoming an integral part of
Indias teatime menu and an embodiment of
endearing human imperfections or tedhapan.


Brand Advantage

Made with trusted kitchen ingredients: 100%
vegetarian
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 Kurkure ingredients are used daily in
households for the preparation of various
edible items.

Facts And Figures
Brand Name -Kurkure
Prices-Rs 5, 10, 20


Innovations

Kurkure has constantly re-invented itself to
sustain its relevance to Indian culture and the
Indian ethos.
It provides an inimitable taste
It has also brought fame and happiness to
many through its Chai-time-achievers face on
pack initiative.

Flavors of kurkure
Controversies in between
Dont eat Kurkure. It contains
plastic
Test:
Kurkure packet
Matchstick
1. Take a piece of Kurkure snack and light a candle or a
match
2. Hold the flamed part of the candle or matchstick
against a piece of Kurkure snack and watch it burn
3. You will see that Kurkure creates an 'illusion' of
burning like plastic, though it is not really so.

The Company Claims
Kurkure does not contain plastic.
Reason why Kurkure burns like plastic is
because of the presence of corn starch and
about 30 percent oil content .
Any starch based fried product with oil
content will react in the same manner.
Plus plastic has a certain odour when burnt
which is not in the case of Kurkure


REACTION/RECTIFICATION

Kurkure responded with an ad "No Plastic in
Kurkure
Kurkure is made of edible ingredients that we
use in our household kitchen.
Emphasised that Kurkure is totally safe on
health and can be consumed without having
any side-effects.

Stress on its Quality
Standards
Automated plants at three locations Channo (Punjab), Kolkata and
Pune. The certifications include:
HACCP (Hazard Analysis and Critical Control Point).
Certification by TQCSI (Australia)
Confirms that products are manufactured in a food safety
environment
Manufacturing process has adequate controls to track products.
American Institute of Baking (USA), one of the best auditing bodies
for confirming process and product safety.
ISO 14000 certified confirms that the manufacturing process
ensures environmental safety.
Certification issued by OHSAS 18001 (Occupational Health and
Safety Assessment Series), USA ensures the safety of products,
processes, environment and people is maintained at a very high
level.

Kurkure success story
It is the first snack brand from
PepsiCo Indias stable to cross the Rs 1,000-
crore-per-year-in-sales milestone.
Its the segment leader & the market leader in
all salty snacks
Depends on whether you look at it as a
Western snack or a bridge snack between
Western and traditional Indian nibbles
Enjoys a market share of 40 to 47 per cent.

Signals
There was a decline in market share or revenue
numbers for the brand-Kurkure have lost up to 3
per cent market share to newer rivals from Indian
snack manufacturers.
Another signal When Kurkure entered the
market in 1999, it was a runaway hit with kids.
Over time, some of the early consumers have
grew up.
Company found that the brand has appeal for
various age cohorts from a pre-teen or teenager
to even 50-plus consumers

Challenges.
Agency behind creative's - JWT
One challenge a leader brand faces is its own
success & the danger of the brand stagnation
while the consumer moves on
Company decided to act way before there
were signs of either happening
Kurkure
advertisement series
Abhishek & Aishwarya are not invited to the
Kurkure Family Choti Party. Who is - -
YouTube[via torchbrowser.com] (1).mp4
Andhra hi, Bangkok bhi - Tedha hai par mera
hai - YouTube[via torchbrowser.com].mp4
Bahu Remix ne Italian ko bana diya Punjabi -
YouTube[via torchbrowser.com] (1).mp4
Ek Rajasthani, Ek Manchurian - Tedha hai par
mera hai - YouTube[via
torchbrowser.com].mp4
Exclusive - 'Mazedaar' Kurkure, starring
Boman Irani and Kunal Kapoor - YouTube[via
torchbrowser.com] (1).mp4
Kurkure Housefull - aisa super-hit mazaa aur
kahin nahin - YouTube[via
torchbrowser.com].mp4
Kurkure Ingredients of India Commercial -
YouTube[via torchbrowser.com].mp4
Kurkure Puffcorn - Hindi - YouTube[via
torchbrowser.com].mp4
Kurkure Xtreme Commercial - YouTube[via
torchbrowser.com].mp4
Meet the all new Kurkure Family - YouTube[via
torchbrowser.com] (1).mp4
REVIEW OF ITS ADVERTISEMENT
SERIES
A family of five brand ambassadors
Boman Irani ,Farida Jalal ,Parineeti Chopra, Kunal
Kapoor, Ramyakrishnan and Shivansh

The new strategy A high-exposure, high-
decibel campaign to push the brands new line
of tedha hai, par mera hai (twisted but
mine) line.
The company even launched an expensive
line of teaser ads across television, radio and
digital to introduce the main characters.
Major innovations
A constantly active brand -Kurkure made from dal
(lentil)
Regional innovations like South or East flavours
for regional markets
The launch of Kurkure Puffcorn or Kurkure
Monster Paws
The campaign aims at taking the brand into
newer consumption segments, and not remain a
snack predominantly consumed by kids.
Diversified target
audience
That diversified target audience is reflected in
the fictional family of brand ambassadors
who have been created
Farida Jalal, the social butterfly grandma
elder son (and one with a secret personality)
Boman Irani
Kunal Kapoors the film-struck Bollywood banker
Youth sensation Parineeti Chopra as the remixed
version of the traditional Indian daughter-in-law.

Insights for this move
Insights which drove this process was the finding that for
most Indians, food, snacking and family are interlinked.
Indians love coming together as a family for fun
The family reflects the core brand value of tedha hai par
mera hai that while they may have their quirks and
their differences, they are all together as one family
The essence of the brand is Twist on Tradition and thats
what resonates and appeals to every Indian we are
traditional in our values with a good blend of modern
outlook
Next move was from an individual who embodied our
Twist on Tradition essence to a family that represents it.
They identified family is itself the most traditional
Plan behind five for one
approach
To upscale Kurkure into an umbrella
megabrand which will then support a range of
offerings aimed at different markets, age
groups and consumer segments.
Finally not just in India, but in other global
markets.

Pepsi has been dropping hints about Kurkure since as
far back as 2006
It made relatively slow progress for a company which
operates in over 200 markets.
Kurkure is now sold in many Asian markets, made by a
PepsiCo subsidiary in Pakistan and has been sold in the
US market mostly through Indian stores for some
years now.
Now, it appears that PepsiCo might be prepared to take
the first India-developed brand in its portfolio truly
global.
Product portfolio expansion
This is all part of a well thought out plan.
With multiple brand ambassadors at the same
time, particularly by using movie stars, who
bring their own star quality and brand
attributes to whatever product they are
endorsing.

Decision to use actors instead of models was
driven by brand portfolio strategy and also
the stars add to the communications merely
by being what they are highly recognisable
celebrities.
For a branded content , best way to create
great content is to use actors that people
know and present them in ways they have
never seen before.

To conclude
Overall objective is to create a Kurkure
megabrand.
It helped to target new platforms & consumer groups
This family acts as a creative unifier strengthening
their position
The move to use adult actors and not just kids (who
dominated earlier Kurkure communications) is just to
upshift the target audience a few age bands or that
the move may backfire by alienating the largest single
consumer segment of kids.