Sales promotion task of kurkure essay


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Launched in 1999, this kind of perfect ‘namkeen’ snack, fully developed in India, is among the most torch bearer of fun and lovable human being quirks. This developed a level stronger id through celebrity associations with Juhi Chawla [2003] and Kareena Kapoor [2008] Named after the Hindi word pertaining to “crunchy”, Kurkure is a cheeto-like snack and it is the flagship of Angustiado Lay’s Indian division. It really is marketed by Hirani Companies Corp. (USA incorporated company)in Kenya. It really is one of the most popular food products in India today.

4 Distinct flavours

They may be

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 initially big hit in India and succeeded by causing a host of Indian flavours possible and well-liked in a ring finger snack. Kurkure is a crunchy new age namkeen snack company whichsymbolizes lumination hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts& heads of all and enjoys the positioning of a solid Lovemark brand in India Over the years, Kurkure has journeyed effortlessly from being a munch with a twist to being anintegral part of the tea time menu to being an embodiment of loving human ‘imperfections’ or ‘tedhapan’

Product strategy

Building trust and connection by simply informing the consumers with the authentic things that go intothe product.

Kurkure is a new age Namkeen and made of edible ingredients including grain meal, hammer toe meal, gram meal, consumable oil, seasonings, salt, spices or herbs and aromate and flavors. Its Snack food Smart effort to cut out trans-fat from the products through the use of rice bran oil which cuts over loaded fat simply by 40 percent. Kurkure has 40% significantly less Saturated Excess fat, Zero Trans Fats with no Added SIDE EFFECTS OF MSG Pricing

Competitive pricing Strategy was used by the company in order to build the brand inIndian markets. Intro of small packs targeted towards small volume consumers andmiddle/ low cash flow customers. Price Range

Small Rs 5/-

Medium Rs 10/-

Large Rs 20/

Rs. three or more packs motivate consumers in rural areas.

Revenue Positioning

Kurkure is additionally positioning itself on the basis of the usage. Its promotional advertisments urgeconsumers to work with it upon. Daily basis

By lunch


Anytime, anywhere


With Chaat

With tea

With Raita

With drinks


Parties and celebrations

Unique Offering Preposition

Desi brand nam: Easy to understand Kurkure is actually a synonym of your crunchy meals stuff. Infact a brand by the name TakaTak: tried to imitate it yet failed totally.

Launching it is product in indian flavours, which differentiated it from their competitor itsunique advertisements which in turn features the bubbly Juhi Chawla. Progressive flavor, affordable price and ongoing communication to consumers Kurkure’s success in the Indian companies are mainlyfor 3 reasons particularly innovative flavor, affordable price and continuous conversation toconsumer. In order to meet the regional requirements Kurkure is launched in various flavours like Masala, chilli, green chutney etc . Special (Limited) Edition

Pujo Special: Jhajhalo Hit – Released in Western Bengal pertaining to Durga Lucha, 2007 Ganeshotsav Special: Usal Pao – Relesed in Maharashtera to get Ganesh Utsav


Style and design is important on the result and response of the product. ‘Kurkure’ because the product(inside the pack and out of doors wrapper) provides much desirable and different colors style and design whichattracts the shoppers alot. Kurkure is available in the marketplace in three or more different packing. Kurkure is available in the air tight packingand packaging material of Kurkure features high quality in order that product will remain fresh and its particular tastekeeps secure up to more than four a few months.

Kurkure offers different flavors in the market therefore the eachflavor has its unique the labels color mixture according to its taste. Basic color combinations are in green and reddish colored colors which usually all are attractive. Kurkure exists to the client only in primary packaging. No secondary packing is using. However they are delivered in container packing from production herb to shopkeepers or stores, which bears 48 provides. Kurkure can be found in three different sizes

19 general motors

37 gm

75 general motors

Promotion Strategy

Kurkure –

Tedha Hai Par Mera Hai


“Chai time masti time”

Named after the Hindiword for “crunchy”


is usually acheeto-like munch and is the flagship of Frito Lay’sIndian division. It truly is marketed by Hirani Industrial sectors Corp.

(USA incorporatedcompany) inKenya. It is one of the popular food products in Indiatoday. In The fall of 2006, Angustiado Lay released plans to produce Kurkure to American markets sometimein 3 years ago. This decision was made after analysts revealed increasing affinity for Indian seasonings in theUSA. Also the introduction in other markets having a nonresident Indian population including the UK was planned. In India, actor-celebrity Juhi Chawlaadvertises

Kurkure. Range

“Kurkure Flavors”

Masala Chew

Kinky Tomato

Chilli Chatka

Green Chutney Rajasthani Style

Hyderabadi Hungama

“Kurkure Desi Beats”

Deewana Tamatar

Dildaar Masala

To tag 10 years of its presence, Kurkure, FritoLay’s Indian innovation in the salted snack marketplace, is changing tracks, says Sayantani Kar. It was released in January with a print out campaign which told readers how Kurkure is made from whatcan be found in any Indian kitchen, underlining the ingredients will be as nutritious as what goesinto home-made food FritoLay Marketing Director Deepika Warrier says:

“We wanted to demystify Kurkure for the buyers. That designed building trust and interconnection by educating them of the authenticingredients that go into the merchandise. We will have more surprising and untried ingredients inside our product this coming year. ” States the print advertising has already produced a positive response, and expects revenue to go up twenty per cent. The”Kurkure Chai Period Achievers” advertising campaign:

This was the first of this category campaign in India, introduced in May 3 years ago aiming at advertising versatile use of Kurkure. Powered by an exilerating commercial presenting crazy consumers trying to pick up the ‘Kurkure frame’ – their ticket to famedom, this campaign genuinely gives consumers a preference of Kurkure in the state-of-the-art way! Bringing about replacement of Juhi on the Kurkure packs with pictures that belongs to them and their near and dear ones, that gave the consumers opportunity to become superstar overnight by printing their very own photographs and recipes on a million Kurkure packs.

The organization claims to obtain received a tough response, with over 100, 000 tested recipes pouring in, within just 6 weeks. For the brand prepared the prize of instant fame to its consumers, Kurkure has without a doubt delivered in its promise. Volumes taken by 20% in just 30 days. Sales possess increased simply by 19% more than last year.


In 2004 it released the “Kahani mein Kurkure” (“Crispiness in the Story”) advertising campaign, which was atake on Of india popular tradition. The advertising campaign spoofed well-known Indian Television shows likeJassi Jaissi Koi Nahin and Kyu ki software bhi kabhi bahu thi, to charm to Indian housewives, thelargest target audience to view these courses. In addition to targeting regular folks, who perform a significant position in making obtain decisions, the brand name appeals to the Indian relatives as a whole. The “Kurkure Cellier Time Achiever’s Award” was acontest launched by the manufacturer where family members were asked to submit interesting recipes manufactured withKurkure.

The winning family would have the chance to be renowned and have their particular photographfeatured on one million Kurkure packs. This kind of direct advertising campaign was supported through television advertising, where Indiancelebrity Juhi Chawla, Kurkure’s brand delegate, announced the winners of the competition. Thecontest was also published through the internet site, specifically designed to promote the contest. Using the website as being a strategic instrument for promotion helped the brand appeal to ayoung market that spends a considerable amount of period surfing the web Kurkure share

Another novel branding motivation was a tie-up with South Western Railways in India to have trainscalled the “Kurkure Express. ” These were exceptional trains that operated only during the holidayseason. The brand was featured in reservation charts, coach signal slips, and through anyannouncements about the teach. This outdoor media was obviously a unique method to target families who travel around by coach during the holidays.

Distribution Route Adopted by Kurkure

Distribution is likewise one of the important parameters intended for expanding market share. Frito-Lays hasthe advantage of use of Pepsi’s a formidable distribution network. Generally Companies arehaving their product sales vehicles which might be loaded upon daily basis and are given away to regional retailers. Somecompanies appoint Distributors. Suppliers have to provide a proposal using a market research likestorage facilities, infrastructure, and retail outlets in area, market leader, types of products availablein industry etc . The Kurkure products are brought to the merchant twice per week.

The products aregenerally sent in Boxes on an normal each field contains eighty packs of 30 gmc or 30 bags of 150 gm. Distributors are only responsible for the sales in the particular region he is operating in. Every Distributor should have a particular number of bare minimum shops in his area. Distributorsgenerally have tiny vans (rickshaws) and utilize salesmen about commission basis who a lot the products through the distributor’s storage space and redirects it numerous retailers. It services one-lakhretail counters across the nation by employing a total strength of 300 revenue personnel anddistributors nationwide.


The company can occupy a wide array of customers by keeping in mind about the personal preferences and needs of shoppers regarding likes and flavors, By bringing out new likes, flavors and retaining the high quality standards can attract buyers of other brands and move them to itself by leaving different competitors considerably behind and getadvantage over them. Simply by delivering valued trade marketing promotions to wholesalers and stores, company may capture this huge part.

This will allow Kurkure to stay in marketplace effectively and folks will buy more volume due to its improved demand by customers The organization should try to expand it is wings to cover towns, towns, cities; making it available to every person The entire unorganized Farsan sector, Dhokla, Khaman, Kachoris, & all the eatables thatcould end up being had since snacks in Parties, while watching Movies, Crickinfo matches are substitutes to KURKURE THUS kurkure can bring up flavours which can meet the taste of these items to increase up the product sales.


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