Presented By:: Dinesh Chavan. Priyanka Madaye. Prajakta Kalekar

Case study
On
Kurkure
Presented By:
Dinesh Chavan.
Priyanka Madaye.
Prajakta Kalekar.
History Of Kurkure
• Kurkure was Launched in 1999,and soon
became the perfect Namkeen snack of the
nation.
• Named after the Hindi word for "crunchy",
Kurkure is a cheeto-like snack and is the
flagship of Frito Lay's Indian and Pakistani
division.
• This tedha shaped snack has found a home in
the hearts and minds of all.
Marketing Stratergies of Kurkure.
The strategies that lead to the success of the
brand
• MARKETING MIX (4P’S)
• Product
• Price
• Promotion
• Place
PRODUCT
• Product is 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.
• 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
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
• 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 information's
related to the train.
• Its another strategy is to get more personal
with the customers by launching “chai time
contest” which makes real people famous
Marketing Segmentation
1. Geographic Segment:
• Concerning geographical factor, Kurkure is
trying to expand its wings to cover towns,
villages, cities; making it available to
everybody. The product Kurkure is specially
designed for the Gulf & South Asian region
specially India & Pakistan considering the taste
& style of the traditional foods & flavors
2. Demographic Segment:
• Concerning demographical environment, Kurkure
will focus on several variables such as age,
• gender and income level.
• Age: Kurkure will focus heavily on children and
young people.
• Gender: Kurkure is a generalized product for any
sex, male or female.
• Income level: Kurkure pack is easily affordable and
company is trying to give more for less making it
best value of money.
3. Psychographic Segment:
• Considering psychographic factors, Kurkure
will heavily focus on customer’s life style,
tastes, and personal values that best match
with the product usage and distinctive from
competitors. Making an image of style,
standardized taste and variety of flavors,
Kurkure impacts positively on individual
customer satisfaction.
SWOT
Strengths
• People from almost every income level are consuming Kurkure.
Brand conscious people like it most.

• Being the part of the PepsiCo international company having the huge investment.

• Attracting huge number of consumers by advertising campaigns through electronic &
print media to aware the customer towards Kurkure.
• People are comfortable with the Price of Kurkure.

• Company is emphasizing on its distribution and placement strategies.

• Kurkure has a strong brand image at their back like Lay’s and also PepsiCo International.

• Kurkure is such kind of product which is free from any kind of age or gender restriction.

Weaknesses
• Facing the enormous competitors in the market.

• Indirect competitors are investing heavily in branding.

• Although they are trying to make their efforts best to make
their supply excellent but still they are not reached to the rural
areas of Pakistan.
• Elite class of your society are not consuming too much as

compared to the middle and others due to the price as we can
say the status problem.
• At that time Kurkure only offering three flavors while others are
offering more than that.
Opportunities
• Supply of this product in the remote areas of Pakistan.

• Improvement in its Quality as there is always room for the improvements in anything.

• Addition of new local flavors helps a lot to sustain in the market.

• Sponsoring major events and festivals for huge awareness campaigns.

• Try to make supply in all the areas where the other competitors are existing already.

• Design such strategies and advance planning to become the market leader in the
smallest span of time.
• Introduce the family and economy pack to serve the large families which also cost you
cheaper and ultimately will accepted by the consumer.
• Make advertisement in sub urban and rural areas and give incentives to the shop
personals so that also motivate towards it. Kurkure has an opportunity to introduce a
less spicy or light flavor to increase their consumer ship and target market
Threats
• Competitors like Kolson and Triple M are the biggest threats
to our product.
• Indirect competitors are also contributing in the same way.

• There are many substitutions in the case of snacks which is
the great threat for Kurkure.

• People usually like variety in flavors which is the up coming
threat to the Kurkure because they have only three flavors.
• Govt. policies may affect the growth of the Kurkure

Presented By:: Dinesh Chavan. Priyanka Madaye. Prajakta Kalekar

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Case study

• Competitive pricing Strategy

• Fritolays made sure that the Product had High

• Tie with south western railways to have a

• People are comfortable with the Price of Kurkure.

• Elite class of your society are not consuming too much as

• Indirect competitors are also contributing in the same way.

• Govt. policies may affect the growth of the Kurkure

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