Branding Assignment Kurkure 546g14

The Brand Analysis of KURKURE

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

BRAND PROFILE  Company Name

PepsiCo India

 Division

Frito-Lay India

 Brand Name

Kurkure

 Brand Naming

Named after the Hindi word for "crunchy"

 Product

Rice, Corn and Pulses

 Year Of Launch

1999

 Prices

Rs.5, Rs.10, Rs.20

 Packaging

Bright color wrapper like orange, red, green, etc.

 Market Shares

Frito Lay holds 45 percent (US $550 million)

 Promotion Medium

Broadcasting, Banners , Internet

 Advertising Appeal

Humor

 Brand Ambassador

Juhi chawla (2003), Kareena Kapoor (2008)

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 ment, where the whole family is shown enjoying eating Kurkure

GEOGRAPHIC

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

Income based segmentation

Launch of variants like:

By launching various SKUs – Rs. 3, 5, 10, 20 & gifts packs of higher value

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

Other products under the brand: Desi Beats & Shak Snaks hold a youthful image and target the 15-25 year aged young middle income group

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

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

Brand Positioning  Initially positioning

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



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

 Later Repositioning

“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

W’s OF POSITIONING USED What-

Kurkure

What-

„Khub karare khub chatpate‟

Whom for-

„Kya family hai‟

Whom for, What- „Tedha hai par mera hai‟ When, What-

„Muh Kurkure Karo‟

What, When-

„Kyunki kahaani mein kurkure hona chahiye‟

When-

„Kurkure chai time masti‟

What-

„Daal ek naye andaaz mein!!‟

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

Quality

• 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.

Design

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

Style

• ?

(c). Organizational Element

PepsiCo Values & Philosophy

• PepsiCo‟s 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- ments, Kahaani

Mein Kurkure - spoofed popular Indian TV shows to appeal to Indian housewives  Tie–up 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, 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)- ITC‟s Bingo, Parle‟s Musst chips & Musst sticks  Sibling- Lays, Cheetos  Across Category- Haldiram Takatak  Indirect- Lehar snacks, Diamond kurmure, Homemade chips  Substitute- Haldiram‟s Snacks, Bikaneri Snacks, Bhelpuri  New Entrant- Parle‟s 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