Marketing strategy of KURKURE that led to

success of the brand

By:
Anil Bisht (2k91/m/09)
Sayantan Kar (2k91/m/46)
Sushant Sagar (2k91/m/56)
Swati Bhalla (2k91/m/58)
Tutul Samanta (2k91/m/60)
 INTRODUCTION

 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. Inimitable taste
coupled with superior quality has made it 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.
The strategies that lead to the success of the brand is :
 Marketing Mix (4p’s)
 Product

 Price

 Promotion

 Place
 product
 It falls under branded snack food segment
 Product based on competitive offering and taste-buds of Indian
consumers
 Launching its product in indian flavours ,which differentiated
it from their competitor.
 Building trust and connection by informing the consumers of
the authentic ingredients that go into the product.
 Its Snack Smart initiative to cut out trans-fat from its products
by using rice bran oil which cuts saturated fat by 40 per cent.
 Product Offerings
Large product portfolio which include:
masala munch, solid masti – masala twist, Hyderabadi
hangama, green chatani in Rajasthani style, chili
chatka, desi beats diwana tamatar, desi beats dilbar
hangama, etc.
 PRICE
 Competitive pricing Strategy

 Introduction of smaller packs targeted towards small

quantity consumers and middle/ low income
customers.with pricing of Rs 5,10 and 20

 Available in three SKU’s.

 Place
 Fritolays made sure that the Product had High availability
at big and small retailers across the country.

 Large distribution magic through efficient distribution

network.

 The Company distributed large racks, to display the brand

at all points of sale ensuring HIGH VISIBILITY.

 Easy availability across the country.

 Promotion

 Touched a chord with consumers through humor and

irreverent advertising.
 Print campaign telling readers how Kurkure is made
from what can be found in any Indian kitchen which
gave them the idea that Kurkure is less about flavors
and more about ingredients.
 Marketing on the basis of ingredients to help Kurkure
stave off competition from a growing tribe of roasted
snacks.
 It has used an innovative idea of keeping itself relevant to
Indian ethos and culture by associating itself with Indian
families
 Promoting KURKURE as the healthy snacks.
 Juhi chawala’s as brand ambassador her chirpy personality
matches with the taste of the product
 Association of the brand with ICC cricket world cup 2003.
 Tie with south western railways to have a branded train under
which brand name would feature with the trains name in all
announcements, reserve tickets, on reservation charts and all
the informations related to the train.
Porters 5 force analysis
 Competition
 Strong competition from well established brands like ITC Bingo.
 Huge unorganized market.
 Counterattack
 A Great & Diverse Product Portfolio, It created the category between
western snacks such as wafers and cheese balls, and traditional Indian
snacks, both hot and cold.
 Bargaining power of Suppliers
 Suppliers supplying raw materials to the market leader due to better
deals.
 Counterattack:
 It’s a market leader in its category with Lays having the maximum
market share. branding Kurkure in such a way that differentiated it from
FritoLay's other brands thus reducing internal competition and
scavenging.
 Potential Entrants
 Since the sector offers a low barrier to entry, so there always
remains the possibility for the new entrants to enter the market.

 Threat of Substitutes
 The entire unorganised Farsan sector, Dhokla, Khaman,
Kachoris, & all the eatables that could be had as snacks in
Parties, while watching Movies, Cricket matches are substitutes
to KURKURE.
Thank You