The Brand Analysis of KURKURE

Submitted By: Aditya Shankar Aditya Khanzode Akriti Jaiswal Gaurav Bansal Nishant Jindal Swapnil Mhaske

BRAND PROFILE
Company Name Division Brand Name Brand Naming Product Year Of Launch Prices

PepsiCo India Frito-Lay India

Kurkure
Named after the Hindi word for "crunchy" Rice, Corn and Pulses 1999 Rs.5, Rs.10, Rs.20 Bright color wrapper like orange, red, green, etc. Frito Lay holds 45 percent (US $550 million) Broadcasting, Banners , Internet Humor Juhi chawla (2003), Kareena Kapoor (2008)

Packaging
Market Shares Promotion Medium

Advertising Appeal
Brand Ambassador

Brand Evolution Timeline

Kurkure- A bridge category between Indian namkeens & western offerings like potato chips

Method of Segmentation Used

DEMOGRAPHIC
Generalized Target Market Apparent from the advertisement, where the whole family is shown enjoying eating Kurkure Income based segmentation By launching various SKUs Rs. 3, 5, 10, 20 & gifts packs of higher value Other products under the brand: Desi Beats & Shak Snaks hold a youthful image and target the 15-25 year aged young middle income group

GEOGRAPHIC

Kurkure was launched as a national brand by considering taste & style of the traditional foods & flavors

Launch of variants like:

-Green Chutney Rajasthani Style -Hyderabadi Hungama Display segmentation of product variants based on specific geographies

Target Market Profile

Age- Focus on young people & children Income- Affordable pricing & effort to give more for less, makes it best value for money- Thus targeting the middle income group Gender- Generalised product for any gender

Brand Positioning
Initially positioning-

1st Mover Based- 1st Bridge Category between Namkeens & Potato chips

Indigenous Brand- Hindi name, Indian flavours, ingredients and taste

Muh Kurkure Karo campaignOccasion based- for gift wrapped healthy festive offerings as substitute to sweets Tedha Hai Par Mera Hai campaign to connect with young and confident Indian consumers, comfortable with their imperfections & quirks & no longer strives to perfection

Later Repositioning

Psychographics- Focus on customers lifestyle, taste & personal values that best match with the product usage & is distinctive from the competitor

Ws OF POSITIONING USED
WhatWhatWhom for-

Kurkure Khub karare khub chatpate Kya family hai Muh Kurkure Karo Kyunki kahaani mein kurkure hona chahiye Kurkure chai time masti Daal ek naye andaaz mein!!

Whom for, What- Tedha hai par mera hai

When, WhatWhat, When-

WhenWhat-

Brand Identity Analysis- (a) Visual Element

Brand Name
KURKURE
Suggestive name- implies product characteristic i.e. Crunchy Easy to pronounce, recall, recognize, understand & acceptable Brand logo- blue background- depicting youthful image Kurkure in text helps easy identification of the product

Brand Slogan

Keeps changing in accordance with campaign eg. Kya family hai,Tedha hai par mera hai, etc. Revolves around the target audience- Indian youth

(b). Production Element

Cooked in rice bran oil (RBO), it has 40% less saturated fat, zero trans-fats and no added MSG. Raw materials used comply with the Prevention of Food Adulteration Act and rules that govern the manufacture, distribution and sale of Kurkure.

Quality

Design

Shaped uniquely compared to other snacks Kurkure bits are shaped in bend in random fashion

Style

(c). Organizational Element

PepsiCo Values & Philosophy

PepsiCos values and philosophy are reflection of the socially and environmentally responsible company it aspire to be They are the foundation for every business decision PepsiCo make.

(c). Humaized Element

Brand Behavior

Brand Personality

Spirited- vibrant, light-hearted & fun loving Embodies the spirit of India in its name Kurkure & variant Desi Beat. Enjoys the position of a strong lovemark brand in India

BRAND PROMOTION
Broadcasting- Advertisements, Kahaani

Mein Kurkure - spoofed popular Indian TV shows to appeal to Indian housewives

Tieup with south western railways to have

trains called Kurkure Express

Brand visibility on reservation charts and railway coaches

Kurkure Chai Time Achievers Giving the 15

minutes of fame to the winners of the recipe contest

Interactive website of Kurkure & Desi Beat

with games, ads, feedback present online

Banners & hoardings of the brand at

various places

StoryBoard from the

Tedha Hai Par Mera Hai

campaign

Concerns Of the Brand

Problem 1: Intense Competition Direct ( organized & unorganized market)- ITCs Bingo, Parles Musst chips & Musst sticks Sibling- Lays, Cheetos Across Category- Haldiram Takatak Indirect- Lehar snacks, Diamond kurmure, Homemade chips Substitute- Haldirams Snacks, Bikaneri Snacks, Bhelpuri New Entrant- Parles Musst sticks and Musst chips, Aliva Solution: Occupy a huge number of customers by: Introducing new tastes, flavours Retaining the quality standards Keeping in consideration their tastes and flavours preferences Branding Kurkure differentiated from FritoLay's other brands to reduce internal competition and scavenging Delivering valued trade promotions to wholesalers and retailers It should try to expand its wings to cover towns, villages, cities; making it available to everybody.

Concerns Of the Brand

Problem 2: Confused brand positioning Frequent changes in the ad campaign & the message conveyed in it Solution: Avoid the need of changing the tagline in each promotional campaign Keeping a constant tagline for the brand though different tagline may be promoted for specific variants Promote about the healthy quotient of the brand apart from the fun-loving nature of the brand Problem 3: Though Kurkure makes effort to provide more for less but no offers or schemes are provided to the customer, thus no visible benefit strikes the customer persuading him to make impulse purchases & maintain curiosity within the customer Solution: Offer schemes and conduct several contest to ensure continuous involvement of the customer