DISTRIBUTION NETWORK OF KURKURE INTRODUCTIONKurkure one of the leading snack in extruded snack segment (i.e.

other than potato wafer segment). It was introduced in Indian market in early 1999 and gain identity as a crunchy with fun and lovable snack. As produced and developed by PepsiCo India it already gets a brand tag but this is not enough for the success of product as there are many competitors like cheetos and Lays (a another non extruded product of PepsiCo) already existed in market. The main challenge for the company is set up an effective distribution network so that kurkure reaches to everywhere in Indian market and made its presence. This required a perfect distribution strategy.
Manufacturer Distributor Wholesaler Retailer Consumer

DISRIBUTION STRATEGY OF ITC BINGOITC a leading FMCG company in India introduces its first snack in 2007 in a different factor that focuses on health by launching different flavors and became successful in market. As ITC previously had good distribution network through cigarette market further the company distributed 3 lacks racks to make Bingo more visible to consumers. Other than this ITC also made alliance with Future group to keep more stock of bingo in the big bazaar run by Future group all this activities makes its distribution more effective. The distribution network use by ITC Bingo is as follows-

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C & F AGENT SUB-STOCKIEST GROCER CUSTOMER

PARLE HIPPO DISTRIBUTION NETWORKAs Parle a famous name in Indian biscuits and toffee market it had a wide distribution network that was used after launching of Hippo. The only different method followed by hippo is its track of inventory records programme through twitter a social media site. In this programme the company sales and distribution team is in directly in touch with customers through a hippo twitter page created by the company the main reason for this programme is to made a effective distribution network by directly keep in contact with public which tells them where the stock is not available so the distribution team fills the demand or make the supply. In my opinion it is the best programme for any newly launch product in which hard to determine the requirement and supply of the product as well as it also act as effective promotion platform which includes feedback from the customer for the product. CONCLUSIONAccording to my finding on retail shop the most frequent product asked by customer is manufactured by Frito-Lays like Lays and Kurkure because their distribution network is more active than other competitors product as the demand for Lays and kurkure are high in the market. But other than branded snack division the other unbranded snacks like Balaji and yellow diamond wafers are easy available in most of Kirana and mini market the main reason for this less distribution level and cheap cost in distribution. So it is required by the company to make the distribution network more cost effective and less complicated which make the distribution network more favorable.
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