SWOT ANALYSIS

OF KURKURE
SUBMITTED BY
MITHILA WANDHARE (D 21)
SNEHA SHRIVASTAVA (D 51)
INTRODUCTION
 Frito lay is a division of PepsiCo

 Founded-1961

 Founders-The Frito Company, H.W. Lay & Company

 President & CEO of Frito-Lay's Albert P. Caery

INTRODUCTION OF THE PRODUCT

 Frito Lay India targeted a niche in the market

 Kurkure is named after Hindi word “crunchy”.

 Kurkure is the flagship of Frito-Lay’s Indian Division,

 It was launched in India in 1999.

 The snack comes in 4 flavors.

ECONOMIC FACTORS
OPPORTUNITIES:
 Per Capita Income Rise from Rs. 12000 (2002) to Rs.
38084 (2008).
 Decrease in Inflation Rates implies higher disposable
income.
 Kurkure is biggest contributor of Frito lays
300cr.revenue
THREATS:
 The purchasing power of the consumers has
decreased due to recession.
 FDI increases to 49% from 26%in financial year 2008-09
LEGAL FACTORS

 ISO 14000 certified

 HACCP (Hazard analysis and critical control point)

certification by TQCSI (Australia)

 OHSAS 18001-(Occupational Health and safety

assessment series) - (USA).
COMPETITIORS
DIRECT COMPETITION
 ITC’s Bingo
 Parle’s Musst chips and Musst sticks

SIBLING COMPETITIORS
 Lays, Cheetos

ACROSS CATEGORY
 Haldiram Takatak
 It is a strong competitor of Kurkure
 INDIRECT COMPETITIORS
 Lehar snacks
 Diamond kurmure

 Homemade chips

SUBSTITUTECOMPETITIORS
 Haldiram’s Snacks
 Bikaneri Snacks

 Bhelpuri

NEW ENTRANTS
 Parle’s Musst sticks and Musst chips
 Aliva
CUSTOMERS CHOICE

OPPORTUNITIES

 Increase in number of female professionals

 A bridge category between Indian namkeens
and western offerings like potato chips

THREATS
 Contains large amount of salt
 Consists of various added flavors and preservatives
 PRODUCT
 Easily available
 Available in different flavors

Kurkure chilly chatka

Kurkure south special
Kurkure east paraa tok jhal
Kurkure gree chutnry Rajasthani flavor
Kurkure tea time snack
PRICE
 Kurkure is available at cheap price.
 Price ranges from Rs 5 –Rs.10.
POSITIONING
 Kurkure is one of the largest selling product of Frito
lay.
 It focuses on quality of the product

 Brand ambassadors

Juhi Chawala and Kareena Kapoor

DISTRIBUTION
 Easily available in small retail stores.
 An excellent customer connects through a 360 degree
communication
CUSTOMER RELATIONSHIP
MANAGEMENT
 Attract Indian customers with its impressive taglines
“teda hai per mera hai”,
“chala Kurkure ka chakkar”
“Kurkure chai time masti”
 Constitutes rice meal, gram meal, corn meal, salt, seas
onings, edible oils, etc.
 People buy it frequently as a tea time snack

 Performs relationship marketing to achieve CTV to

further convert it to CLV.
 It provides goods at pre as well post consumption
level.
TECHNOLOGICAL FACTORS

O Career Family Entertainment

P
T Fast forward New age Mouse
I nurtures potatoes
M
I
S
T Techno strivers Digital Gadget
P hopefuls grabbers
E
S
S
Hand shakers Traditionalists Media junkies
I
M
I
S
T