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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Maharaja of Munch
Kurkure is extensively promoted as a tea-time snack showcasing a fun-loving family having a merry time. Kurkure reacted by launching new flavours and a variant that looked similar to Bingo called Desi Beats. They have many offers on the products as well.
While a local snack of same quantity was of the same price, potato wafers were almost double the price.
Kurkure’s Innovative Marketing Strategies | Short Case Studies
A festive recipe for Roast Turkey. It has invested heavily towards product innovation and thus has also invested well in promoting the products.
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Kurkure could explore resealable bags and sell Kurkure or some version of it in larger quantities. Kurkure has been successful because it offered alternatives that appealed to the Indian consumers’ preference for spicy snacks in an innovative form.
Today it is important to generate conversations around a brand. Lehar, the Indian partner’s brand name, was added to Kurkure for access to local taste and cues.
Kurkure is an Indian produce and is available every region of the country. Indian consumer associate salty snacks from the global companies to high markefing.
How PepsiCo’s Kurkure managed to grab and retain snack market share
Kurkure now on will be less about flavours and more about ingredients. For example, there are special-occasion snacks and region-specific snacks that Kurkure can offer.
One of the members of the founding mraketing, Geetu Verma says, “The birth of Kurkure was part necessity, part serendipity. The market for namkeen is huge in India. Creative Blog on Indian brands, Marketing and Advertising. This issue has withered away,” says Warrier.
Kurkure adopts an innovative marketing strategy
Kurkure was made to cater to the large Indian market but it has become so popular that markketing product in now being extended to international markets around the subcontinent. PepsiCo identifies mmarketing brand with fun and lovable human quirks. Though the category is competitive, it offers the benefit of easy experimentation. There was a minor communication challenge too when the brand switched to ‘Kya Family Hai’ campaign.
In addition to this, special offers are made to the consumers All these make Kurkure give the competitors a run for their money. For instance, the flavor prominently introduced in Punjab will have the local flavors than the one introduced in Gujrat or Karnataka.
We anyway have healthy food habits, so a break from the usual fare is what people look for when snacking,” says Warrier on why Kurkure would hold its own against health snacks.
Ourkure, the company can maintain its leadership through innovative new products that maintain the taste and quality parameters.
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. Catchy Hindi slogans kurkurre a Honey brand. It was a new experience for India and PepsiCo India managed to offer a compelling taste at a competitive price. Kurkure has come up with many innovative products in order to tackle the competition rising from regional players.
The pricing strategy adopted by the brand is perceived value pricing which is working very well for the brand. An attempt to control portions consumed by users has seen it launch Rs-3 packs of brands such as Kurkure. The company called it the ‘bridge’ category and Kurkure, the ‘finger snack’.