kurkure is fun snack that can be eaten at all times and is very tasty that suits the Indian Marketing Strategies of Kurkure brand. New marketing plan for Kurkure Frito Lay India today unveiled a new campaign that makes family central to its marketing plan for its “Kurkure” snack range. The luck was in how Kurkure did stunningly well in the market. However, advertising was not the only strategy that the company relied on.
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Thus, kuurkure per the different usage patterns of the customers, the consumption of the product, as well as the age group of the customer, the company decided to come up with the three different packages for the product. Kurkure now on will be less about flavours and more about ingredients.
How PepsiCo’s Kurkure managed to grab and retain snack market share
For example, there are special-occasion snacks and region-specific snacks that Kurkure can offer. Tagore never ate ‘Kurkure’ Video: We worked on scaling down the srategy costs while keeping quality intact,” she says. The company called it the ‘bridge’ category and Kurkure, the ‘finger snack’.
Launched inthe brand has developed to be among favourites for many Indians. This issue has withered away,” says Warrier.
We knew in the first 30 days itself that there was no looking back,” says a former PepsiCo Iurkure employee. The brand created a new space in the market and succeeded in winning the hearts of customers.
Kurkure has redefined all boundaries of packaged snacks in the Indian market and today has made a distinct place for itself in the hearts and minds of Indians.
Kurkure’s Innovative Marketing Strategies | Short Case Studies
Pepsi snacks to go on a health diet Markets: As part of this, inthe company roped in actor Juhi Chawla as a celebrity brand ambassador. It has invested heavily towards product innovation and thus has also invested well in promoting the products. Kurkure is one of the premier brands in the light snack industry in India. Kurkure was made to cater to the large Indian market but it has become so popular that the product in now being extended to international markets around the subcontinent.
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Kurkure has very aggressive marketing and is known for its fun and quirky advertising. Unassisted nuclear family parenting in competitive high growth societies has turned hyper and is causing substantial parent-child relationship trauma.
The marketing and advertising have been very integral part of making this brand what it is today and hence it plays a vital role for the company even today. The chirpy and charming personality of Juhi Chawla goes well with the name and taste of the brand. Riding high in the Himalayas View: Kurkure is available everywhere, ranging from small retails shops, roadside tea venders, college canteens to supermarkets.
When it comes to describing the year-old brand Kurkure, the Rs 1,crore snackbrand of PepsiCo India, the old-timers often talk of luck.
Consumers prefer products that are healthy and environment-friendly. The advertisement of Kurkure is based on funny sequences. PepsiCo identifies this brand with fun and lovable human quirks. It was this irrepressible, loud, desi brand that was affordable.
Today, the company commands about 60 per cent market share in the ‘bridge’ category, which is worth Rs 1, crore. Marketing Strategies of Waghbakri Tea. The brand is known for introducing local flavors which suit the taste buds srrategy people.
Marketing Strategies of Kurkure Brand
But that could not be managed. Catchy Hindi slogans for an Air Cooler brand. When are people most likely to engage in conversations?
While Kurkure offers products at different prices, the company marketign not focused much on product packaging. It has always roped in Bollywood celebrities to promote the brand on print and digital.
Kurkure’s Innovative Marketing Strategies*
Though Kurkure created a new space in the market, the larger challenge for the company was to get the customers hooked to its unusually shape and crunchy texture. The embracing of the unusual and the imperfect as a brand philosophy seems to be an opportunity.
The brand has also taken special care of the regional taste of different states of India like Punjab, Gujarat etc.
FritoLay, the snack food division of PepsiCo, has been active in addressing the need for healthier snacking habits not just through its roasted snack brand. The product comes in 4 flavors to suit the tastes and styles of the consumers.