Brief History

Company
Overview

PepsiCo Inc. is an American multinational food and

beverage corporation
Founded in 1965 and headquartered in Purchase, New
York
Present in more than 200 countries
Revenue of $66.46 billion for 2013-14
Products and Brands
63 % foods, 37 % beverages

Company
Overview

PepsiCo India
PepsiCo entered India in 1989
Indian headquarters: Gurgaon, Haryana
Employment opportunities: Presently employs 6400 people and provides
indirect employment to almost 200,000 people
Facilities: 38 bottling plants , 3 food plants
Beverages
Beverages: Pepsi, 7UP, Nimbooz, Mirinda, Mountain Dew,
Low-calorie options: Diet Pepsi
Hydrating and nutritional beverages: Aquafina (drinking
water), Gatorade (isotonic sports drink)
Juice-based drinks: Tropicana Nectars, Tropicana Twister,
Slice
Local brands: Lehar Evervess Soda, Dukes Lemonade,
Mangola
Foods
Lay's potato chips
Kurkure
Kurkure Desi Beats
Uncle Chip

Brand Overview

Brand History
Developed entirely in India, launched in 1999.
Developed an even stronger identity through associations with wellknown Indian actors
Product Portfolio :Kurkure Flavours
Masala Munch - Landmark Product
Naughty Tomato
Chilli Chaka
Green Chutney Rajasthani Style
Puff Corns
Monster Paws
Corn Cups
Kurkure Desi Beats
Deewana Tamatar
Dildaar Masala
Flirty Lim
Kurkure Solid Masti
Masala Twists
Nimbu Masala Style

Competition
Brand Overview
(cont.)

PepsiCo's Kurkure and Lay's dominate the Rs 9,500crore Indian snacks market
Both gradually losing market share to new entrants
Balaji, Yellow Diamond and Crax
Nielsen data suggests market share fell by 2-3% in
April-September last year
Although as per PepsiCo, their market share is intact

Market Share Packed Wafers

7 4
13
28

48

lays
kurkure
bingo
parle
other

Evolution Timeline

2009Launched a
sub-brand
Kurkure Desi
Beats

2003,
Associated
with Juhi
Chawla

1999Launched

2001Established as
a Brand, out
of Lehar

2005,
Targeted
Evening Tea
Time

2013-Kurkure
Plastic
Controversy

2012Launched
Puffcorns

Launch
Brand Overview
(cont.)

Launched in 1999
Launched as a sub brand under the umbrella of

Lehar.
In 2001 stepped out of the shadows of Lehar.
In 2009 launched a sub brand Kurkure Desi
Beats.

Market Share
7 4
13
28

48

lays
kurkure
bingo
parle
other

 Competition
PepsiCo's Kurkure and Lay's dominate the Rs 9,500-

Brand Overview

crore Indian snacks market

Both gradually losing market share to new entrants
Balaji, Yellow Diamond and Crax
Nielsen data suggests market share fell by 2-3% in
April-September last year
PepsiCo maintains that market share is intact

Status within the company

Rapid growth in the Indian snacks market

Market research firm Euromonitor expects the Indian
snacks market to be worth more than $4 billion by 2018
Low per capita consumption of salted snacks represents
big opportunity for PepsiCo
Being a bridge snack, captures the best of both worlds

Evolution Timeline

2009Launched a
sub-brand
Kurkure Desi
Beats

2003,
Associated
with Juhi
Chawla

1999Launched

2001Established as
a Brand, out
of Lehar

2005,
Targeted
Evening Tea
Time

2013-Kurkure
Plastic
Controversy

2012Launched
Puffcorns

Brand Elements

The Logo

Unusual Shape- Smashable Element

 In 2000-01, popularised with 'Khub karare khub

chatpate for a unique and crunchy taste

Positioning

'Tedha hai par mera hai', saluted the average

regular 'imperfect' Indian

Sham ki chai - a brand image for the whole

family who consume Kurkure during evening tea

Unique flavours

Xtreme Electric nimbu

Xtreme Risky Chilli
Green Chutney

 When launched , primarily targeted kids

Now, the target is the whole family

Target Market

Recent ad campaigns depict the whole family

snacking together.

Packaging
1) High quality. Product will
remain fresh up to more
than four month
2) Each flavor has its own
unique packaging color
3) No secondary packing is
used
# Innovative flavor,

affordable price and

continuous
communication to
consumers

Pricing
1) Mass appeal
2) Multiple variants.

19
gm

Rs 5

38
gm

Rs
10

75
gm

Rs
20

Distribution Channels
1) Manufactured in Channo

(Punjab), Kolkata and Pune

2) Sales vehicles that are

loaded and distributed to

local retailers.
3)Cover towns, cities,

villages i.e. available to

everybody.

 Witty advertisements

Communication

Focus- families get together, parties

Brand Ambassador- Juhi Chawla Parineeti

Chopra
Print Ads, Banners, Sponsorships
BTL campaigning:
Spiciness-Man burns after eating Kurkure

Story Board of an
advertisement
from the latest
campaign

Act crazy after eating

Express love crazily
Brand teda hai par
mera hai reiterated

RecommendationLine / Brand
Extension

Brand Extension:

Spicy items like Bhelpuri, Aloo chaat.

Top of the mind- spicy brand
Traditional items

Thank You!!