Custom Student Mr. Teacher ENG 1001-04 21 April 2016


Launched in 1999, this perfect ‘namkeen’ snack, fully developed in India, has become the torch bearer of fun and lovable human quirks. It developed an even stronger identity through celebrity associations with Juhi Chawla [2003] and Kareena Kapoor [2008] Named after the Hindi word for “crunchy”, Kurkure is a cheeto-like snack and is the flagship of Frito Lay’s Indian division. It is marketed by Hirani Industries Corp. (USA incorporated company)in Kenya. It is one of the most popular food products in India today. 4 Different flavours

They are
Masala Munch (orange pack),
Green Chutney Rajasthani Style (light green pack),
ChilliChatka (dark green pack) and
Tamatar Hydrabadi Style (brown pack)

Kurkure was Frito Lay’s first big hit in India and succeeded by making a host of Indian flavours possible and popular in a finger snack. Kurkure is a crunchy new age namkeen snack brand whichsymbolizes light hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts& minds of all and enjoys the position of a strong Lovemark brand in India Over the years, Kurkure has journeyed effortlessly from being a snack with a twist to being anintegral part of the tea time menu to being an embodiment of lovable human ‘imperfections’ or ‘tedhapan’

Product strategy
Building trust and connection by informing the consumers of the authentic ingredients that go intothe product. Kurkure is a new age Namkeen and made of edible ingredients including rice meal,corn meal, gram meal, edible oil, seasonings, salt, spices and condiments and flavours. 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. Kurkure has 40% less Saturated Fat, Zero Trans Fats and No Added MSG Pricing

Competitive pricing Strategy was adopted by the company in order to establish the brand inIndian markets. Introduction of smaller packs targeted towards small quantity consumers andmiddle/ low income customers. Price Range

Small Rs 5/-
Medium Rs 10/-
Large Rs 20/
Rs.3 packs encourage consumers in rural areas.
Sales Positioning
Kurkure is also positioning itself on the basis of its usage. Its promotional campaigns urgeconsumers to use it on. Daily basis
At lunch
Anytime, anywhere

With Chaat
With tea
With Raita
With drinks
Parties and celebrations
Unique Selling Preposition

Desi brand nam: Easy to identify with Kurkure is a synonym of a crunchy food stuff. Infact a brand by the name TakaTak : tried to imitate it but failed miserably.

Launching its product in indian flavours, which differentiated it from their competitor itsunique advertisements which features the bubbly Juhi Chawla. Innovative flavor, affordable price and continuous communication to consumers Kurkure’s success in the Indian market is mainlyfor three reasons namely innovative flavor, affordable price and continuous communication toconsumer. To meet the regional requirements Kurkure is launched in various flavors like Masala,chilli, green chutney etc. Special (Limited) Edition

Pujo Special:Jhajhalo Hit – Released in West Bengal for Durga Puja, 2007 Ganeshotsav Special:Usal Pao – Relesed in Maharashtera for Ganesh Utsav

Style and design matter a lot on the outcome and response of the product. ‘Kurkure’ as the product(inside the pack and outside wrapper) has much attractive and catchy colors style and design whichattracts the customers alot.Kurkure is available in the market in 3 different packing. Kurkure comes in the air tight packingand packing material of Kurkure is of high quality so that product will remain fresh and its tastekeeps secure up to more than four months.

Kurkure has different flavors in the market so the eachflavor has its own unique packaging color combination according to its taste. Basic color combinations are in green and red colors which all are eye catching.Kurkure is available to the consumer only in primary packing. No secondary packing is using.However they are delivered in container packing from production plant to shopkeepers or retailers,which carries 48 packs. Kurkure is available in three different sizes

19 gm
38 gm
75 gm

Promotion Strategy
Kurkure –
Tedha Hai Par Mera Hai
“Chai time masti time”
Named after the Hindiword for “crunchy”,
is acheeto-like snack and is the flagship of Frito Lay’sIndian division. It is marketed by Hirani Industries Corp.

(USA incorporatedcompany) inKenya. It is one of the most popular food products in Indiatoday.In November 2006,Frito Lay announced plans to release Kurkure to American markets sometimein 2007. This decision was made after analysts showed increasing interest in Indian spices in theUSA. Also the introduction in other markets with a non-resident Indian population such as the UK was planned.In India, actor-celebrity Juhi Chawlaadvertises
Kurkure. Range

“Kurkure Flavors”
Masala Munch
Naughty Tomato
Chilli Chatka
Green Chutney Rajasthani Style
Hyderabadi Hungama
“Kurkure Desi Beats”
Deewana Tamatar
Dildaar Masala

To mark 10 years of its existence, Kurkure, FritoLay’s Indian innovation in the salted snack market,is changing tracks, says Sayantani Kar.It came out in December with a print campaign which told readers how Kurkure is made from whatcan be found in any Indian kitchen, underlining that the ingredients are as wholesome as what goesinto home-made food FritoLay Marketing Director Deepika Warrier says:

“We wanted to demystify Kurkure for the consumers. That meant building trust and connection by informing them of the authenticingredients that go into the product. We will have more surprising and untried ingredients in our product this year.” She says the print ad has already generated a positive response, and expects sales to go up 20 per cent. The”Kurkure Chai Time Achievers” campaign:

This was the first of its kind campaign in India, launched in May 2007 aiming at promoting versatile usage of Kurkure. Powered by an exciting commercial showcasing crazy consumers trying to grab the ‘Kurkure frame’ – their ticket to famedom, this campaign truly gives consumers a taste of Kurkure in the most innovative way!! Leading to replacement of Juhi on the Kurkure packs with pictures of their own and their near and dear ones, it gave the consumers chance to become celebrity overnight by printing their photographs and recipes on a million Kurkure packs.

The company claims to have received an overwhelming response, with over 100,000 recipes pouring in ,within just 6 weeks. For a brand holding out the reward of instant fame to its consumers, Kurkure has indeed delivered on its promise. Volumes shot by 20% in just one month. Sales have increased by 19% over last year.


In 2004 it launched the “Kahani mein Kurkure” (“Crispiness in the Story”) campaign, which was atake on Indian popular culture. The advertising campaign spoofed popular Indian TV shows likeJassi Jaissi Koi Nahin and Kyu ki saas bhi kabhi bahu thi, to appeal to Indian housewives, thelargest target audience to watch these programs.In addition to targeting housewives, who play a significant role in making purchase decisions, the brand appeals to the Indian family as a whole. The “Kurkure Chai Time Achiever’s Award” was acontest launched by the brand where families were invited to submit interesting recipes made withKurkure.

The winning family would have the opportunity to be famous and have their photographfeatured on one million Kurkure packs.This direct marketing campaign was supported through television advertising, where Indiancelebrity Juhi Chawla, Kurkure’s brand ambassador, announced the winners of the competition. Thecontest was also publicized through the website, specifically designed to promote the contest. Using the website as a strategic tool for promotion helped the brand appeal to ayoung audience that spends a considerable amount of time surfing the web Kurkure express

Another novel branding initiative was a tie-up with South Western Railways in India to have trainscalled the “Kurkure Express.” These were special trains that operated only during the holidayseason. The brand was featured on reservation charts, coach indication slips, and during anyannouncements about the train. This outdoor media was a unique way to target families who travel by train during the holidays.

Distribution Channel Adopted by Kurkure
Distribution is also one of the key parameters for expanding market share. Frito-Lays hasthe advantage of access to Pepsi’s a formidable distribution network .Generally Companies arehaving their sales vehicles that are loaded on daily basis and are distributed to local retailers. Somecompanies appoint Distributors. Distributors have to give a proposal with a market research likestorage facilities, infrastructure, and retail outlets in area, market leader, types of products availablein the market etc. The Kurkure products are delivered to the retailer twice a week.

The products aregenerally sent in Boxes on an average each box contains 80 packs of 30 gm or 30 packs of 150 gm.Distributors are solely responsible for the sales in the particular area he is operating in.Every Distributor should have a specified number of minimum shops in his area. Distributorsgenerally have small vans (rickshaws) and employ salesmen on commission basis who loads the products from the distributor’s storage and distributes it amongst the retailers. It services one-lakhretail counters across the country by employing a total strength of 300 sales personnel anddistributors nationwide.

The company can occupy a huge number of customers by keeping in mind about the preferences and needs of customers regarding tastes and flavors, By introducing new tastes, flavors and retaining the quality standards can attract consumers of other brands and pull them towards itself by leaving other competitors far behind and getadvantage over them. By delivering valued trade promotions to wholesalers and retailers, company can capture this huge segment.

This will allow Kurkure to stay in market effectively and people will order more quantity due to its increased demand by customers The company should try to expand its wings to cover towns, villages, cities; making it available to everybody The entire unorganized Farsan sector, Dhokla, Khaman, Kachoris, & all the eatables thatcould be had as snacks in Parties, while watching Movies, Cricket matches are substitutes to KURKURE SO kurkure can bring up flavours which can match the taste of all these items to boost up the sales.



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  • University/College: University of California

  • Type of paper: Thesis/Dissertation Chapter

  • Date: 21 April 2016

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