Introduction

Kurkure which means crunchy in Hindi. Launched by PepsiCos food division Frito-Lay in 1999. Came into existence as a sub-brand of Lehar-Frito-Lays.

Introduced it in unique Indian taste, which retained the

international look.
Born with an unconventional stick-like shape & spicy

Indian flavour.

Continued
Launched as an independent brand in 2001. In 11 years, it has grown by 24-fold and completely

overshadowed its parent brand.

Its distinct and very different from the traditional

namkeens and potato chips.

Indian snacks market valued around $3billion.
Branded snacks makes up 50%(Rs.6000 crore).

Continued
Frito-Lay was the 1st entrant in countrys packaged

snack market & was able to corner 50% of packaged

snack market.
Soon Parle,Perfetti,Haldirams,Balaji Wafers,Prakash

Snacks came as competitors.

Launched to corner traditional namkeens. 5% 4% Frito5%

Sales

Lay(PepsiCo Balaji Wafers

14%

58% Targeted lower & middle class consumers(ITC) grabbed and 14% Bingo

dominant share along with Lays in the market.

Parle

Marketing Strategies
Ingredients like pulses, Rajma, local spices &

condiments included to create various regional flavours.

Offered special & unique flavour for south Indians,

north Indians, Bengalis, Gujaratis & Punjabis for mass

appeal.
Its a fun snack which can be consumed everywhere, at

home or at workplace.

Campaigns
Kya karein control nahi hota
Khub karare khub chatpate campaign with the tagline

Jo bhi khaye, kha ke mast. Brand building process continued till 2003

2004-2005
Focus shifted to brand positioning The challenge then was to position kurkure as a family brand

that appealed to everyone in the family(16-60yrs).

The watershed moment for the brand came in 2004 ,when Juhi

Chawla was signed on as the brand ambassador.

They have found an actor who could effortlessly parlay her

screen persona directly on to the brand.

Over the years she has essayed various roles for Kurkure TV

commercials, which have helped give the brand a very high top-of-mind recall.

 2001-2003 Stepped out the shadows

2004-2005

of Lehar to be a brand on its own. Communication focused on togetherness and family tea time concept.

Kahani mein

kurkure campaign Showcased kurkure as a primarily innovative brand even as competition intensified. Juhi Chawla roped in.

2005 - 2007
Rejigged its tagline

chaitime masti bole to kurkure Idea was to cut into the lucrative snack space

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2007-2009
Competition from ITC
Launched consumer engagement programs

kurkure mast family jackpot kurkure chai time acheivers thedha hai par mera hai Launched desi beats

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2005-2007
Chai time masti bole to

2007-2009
Tedha hai par mera hai :

kurkure : strategically targeted to win over the evening tea time and the brand became the preferred snack in no time

launched to ward off competition from bingo mad angles Kurkure desi beats launched with Kareena Kapoor as brand ambassador

2010
This time around it went a step further by targeting

families across geographic divides Special promotional offers for occasions like Diwali, Ganapati festivals and Durga Pooja. One such initiative around Diwali was the launch of special Kurkure gift packs. Another innovative marketing initiative involved the branding of South bound Indian Railway train as Kurkure Express. Product Innovations have also kept pace with the launch of more variants and Flavors.

Kurkures Leading Variants

Masala Munch Desi Beats Funjabi Kadhai Masala

Kurkure Rajma
Bengali Jhaal Green Chutney Rajasthani Style Red Chilly Chatka Mumbai Chatpatta Usal Naughty Tomatoes Kurkure Mast Occasions

Kurkure Chicken

 The Brand has also embarked on an Ingredient-centric

strategy to appeal to local markets. It has Launched Funjabi Kadhai Masala a new variant of Kurkure made by Rajma for Punjab besides introducing newer variants for regions like South India, Rajasthan, Gujarat and Bengal. On the pricing front Kurkure is about to unleash some new initiative as well. The brand has recently launched rs.30 packs to push Urban sales and rs.3 packs to encourage consumers in the rural areas. There are plans to test overseas markets as well

2010
Focuses on ingredients

2011
Creates three Daal

from Kitchen strategy to shove the bran ahead of the competition. Launches Funjabi & Raajma Kurkure ads.

variants: Urad, Moong, Chana. Targets families across North, South, East and West India. Furthers its focus on Kitchen ingredients.

11 year is not a long journey in a brands life but it has been an eventful one for Kurkure. So far it ahs been able to handle the challenges coming its way. As far as the future beckons many more challenges are bound to crop up and the company is only going to get stronger. ..

WE CAN OUT-INNOVATE COMPETITION

BRANDED SNACKS MARKET GETTING MORE

CLUTTERED WITH ENTRY OF NEW PLAYERS INNOVATIONS EXPORTS OF KURKURE TO OTHER MARKETS MARKETING SYNERGY

WE DO LOCAL FLAVOUR TO STAY RELEVANT

KURKURE SO SUCCESSFUL????
KURKURES MARKETING STRATEGY IDEA BEHIND INTRODUCTION OF NEWER

KURKURE VARIANTS

: Making of the BRAND

The whole idea behind Kurkure is to do a twist on tradition Ads designed by JWT (fourth-largest ad company in the world) Introduced Juhi Chawla as brand ambassador Connect with the youth (eg. Kurkure XTREME, Kurkure Desi Beat in MTV) Funny family situations (middle class and lower middle class families) Introduced Desi tastes Value added packs (eg. 20% extra pack)

CONCLUSION
Face intense competition from competitors (LAYS,

BINGO) Ensure the brands communication continues.

Presented by, Marketing sector.