L.N.

College of management studies

COURSE :BBA 1st YEAR

SUBJECT: MARKETING MANAGEMENT

PROJECT : KURKURE

Project by Tanmoy Chakraborty

 BRAND PROFILE

 Company Name Pepsi Cola Int.

 DIVISION Frito-lay india

 
 Brand Name Kurkure

 Product Rice, Corn and Pulses

 
 Date of Birth 1990
 
 Prices Rs.5 ,Rs. 10, Rs 20

  Packaging Red and Green wrapper

 
 Quality Good
 
 Market Shares: Approximately 48% of indian market shares in food and bevarages.

 Market Segmentation Demography segmentation , Geographic segmentation

 Promotional Medium Broadcasting , Banners , Internet

 Brand Ambassador Juhi chawla

 Kurkure is one of the most preferable brands for snacks. It is popular for its different flavors
according
 to customers taste and demographic. It introduced at 1990 and manufactured by pepsico India
pvt.ltd.
 The major competition are Haldiram , Lays ,Bingo .
 Kurkure is different from chips and other snaks. The shape is very attractive and very crispy. It is
very tasty and soft unlike lays& etc. There different type packages are available according to the
consumers. Pockets are available from Rs.5 to Rs.75.The following are various flavors of kurkure,
 Naughty Tomato,
 Masala munch,
 Chilli chatka,
 Rajastani style,
 Hydrabad special and
 Desi bytes.
 Rajma latest product by kukure
 Basically the kurkure is launched for children but because of its taste and variety, every
one is fan for kurkure. It is less fat, soft and crisp. The older people like those can’t eat
hard snacks, are prefer to kurkure. The consumer of kurkure is not only for children and
also everyone. The buyers are always parents. They prefer the kurkure rather than chips
because chips are bad to health. Parents believe that kurkure is not bad for health, that is
not mean that, it is good for health
 Product Characteristics
 Products belonging to the FMCG segment generally have the following characteristics:
 They are used at least once a month
 They are used directly by the end-consumer
 They are non-durable
 They are sold in packaged form
 They are branded
.
 Kurkure type Extruder Machine with 30HP main motor with
feeder hoper etc. capacity 100kg/hr. , Raw
 Material Mixer with 3 HP motor, Bhatti with frying system,
Flavoring system, Vertical Form Fill Seal
 Collar type machine speed 50 to 60 pouch / minute, Compressor
300lb, Nitrogen Cylinder, Moister
 Tester, Working Table, Plastic trays, tubs, weighing balance &
other Misc. items.
  
 Kurkure is adopted as single or individual brand
name strategy; means there is no any other kind
of brand which is launched with name of
Kurkure by the Pepsi.

 Slogan : Chai time masti time

 Broadcasting , Internet, Banners are the
promotional activities done by Pepsi to promote
the brand of kurkure in the market. The
promotional activities is by comedy.
www. Kurkure.in