INTRODUCTION

The Indian snacks market is worth around US$ 3 billion .The “unorganized snacks market” is worth
US$ 1.56 billion .Potato chips and potato-based items from 85 per cent of the Market. Haldirams
and ITC are some of the leading players.Frito Lay, with a market share of 45 percent (US $550
million) dominates the market.

PepsiCo is also a dominant player in the snack food segment in India. PepsiCo's snack food
company Frito-Lay is the leader in the branded potato chip market. It manufactures Lay's Potato
Chips; Cheetos extruded snacks, Uncle Chips; traditional namkeen snacks under the Kurkure and
Lehar brands; and Quaker Oats.

Launched in 1999, this perfect 'namkeen' snack, fully developed in India, has become the torch
bearer of fun and lovable human quirks. It developed an even stronger identity through celebrity
associations with Juhi Chawla [2003] and Kareena Kapoor [2008], well-known actors in Indian
Cinema.

Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of
Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated company)
in Kenya. It is one of the most popular food products in India today. The snack comes in 4 flavors.
They are Masala Munch (orange pack), Green Chutney Rajasthani Style (light green pack), Chilli
Chatka (dark green pack) and Tamatar Hydrabadi Style (brown pack). There are two new flavors
too. One is the Kurkure Xtreme Electric Nimbu and the other is Kurkure Xtreme Risky Chilli. A
Special Edition flavour, Jaljhalo Hit has been released as a Pujo Special for Durga Puja, 2007.
Snacks are of two types extruded & potato chips, Kurkure is the extruded snack item.

In November 2006, Frito Lay announced plans to release Kurkure to American markets sometime
in 2007. This decision was made after analysts showed increasing interest in Indian spices in the
USA. Also the introduction in other markets with a non-resident Indian population such as the UK
is planned.

Kurkure was Frito Lay's first big hit in India and succeeded by making a host of Indian flavours
possible and popular in a finger snack. Kurkure is a crunchy new age namkeen snack brand which
symbolizes light hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts
& minds of all and enjoys the position of a strong Lovemark brand in India.

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The spirit and twinkle of Juhi's personality complements and embodies what Kurkure stands for.
Over the years, Kurkure has journeyed effortlessly from being a snack with a twist to being an
integral part of the tea time menu to being an embodiment of lovable human 'imperfections' or
'tedhapan'

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Product Strategy

 Features

Building trust and connection by informing the consumers of the authentic ingredients that go into
the product. Kurkure is a new age Namkeen and made of edible ingredients including rice meal,
corn meal, gram meal, edible oil, seasonings, salt, spices and condiments and flavours. Its Snack
Smart initiative to cut out trans-fat from its products by using rice bran oil which cuts saturated fat
by 40 per cent. Kurkure has 40% less Saturated Fat, Zero Trans Fats and No Added MSG .All the
raw materials used in Kurkure comply with the Prevention of Food Adulteration Act and Rules that
govern the manufacture, distribution and sale of Kurkure. All ingredients are such that are used
daily in all households today for preparation of various edible items. Kurkure is a very popular and
easy making product. They are manufactured by extruding heated dough through a die that forms
the particular shape. They may be ball-shaped, curly, straight, or irregularly shaped. In India, it was
called "Kurkure". Most popular were the corn curl kurkure.

 Pricing

Competitive pricing Strategy was adopted by the company in order to establish the brand in
Indian markets. Introduction of smaller packs targeted towards small quantity consumers and
middle/ low income customers.

Price Range

• Small Rs 5/-
• Medium Rs 10/-
• Large Rs 20/-

 Quality Standards

Kurkure is made in automated plants in three locations. These are in Channo ( Punjab ), Kolkata
and Pune. These plants are also audited and certified by various external agencies. These
certifications include HACCP (Hazard analysis and critical control point) certification by TQCSI
(Australia), which confirms that products are manufactured in Food safety environment and
manufacturing has adequate controls to ensure product tracking, American Institute of Baking

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(USA), one of the best auditing body which confirms process and product safety. Our Plants are
ISO 14000 certified which confirms that the manufacturing process ensures environmental safety.
The plants are also certified to ensure that the product, process, environment and people safety have
been maintained at very high level and this certification is issued by OHSAS 18001-(Occupational
Health and safety assessment series) - (USA).

 Ingredients

While concerning the ingredients, it contains major mixture of Rice Meal, Edible Oil, Corn Meal,
Gram Meal, Salt, Spices and Condiments and converted them to snack like eating crisp sticks that
has never introduced before.

 Usage

Kurkure is also positioning itself on the basis of its usage. Its promotional campaigns urge
consumers to use it on.

Daily basis

• At lunch

• Dinner

• Anytime, anywhere

Servings

• With Chaat

• With tea

• With Raita

• With drinks

Occasions

• Parties and celebrations

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  USP

• Desi brand name. Easy to idnetify with. Kurkure is a synonym of a crunchy food stuff. In
fact a brand by the name TakaTak tried to imitate it but failed miserably.

• Launching its product in indian flavours, which differentiated it from their competitor its
unique advertisements which features the bubbly Juhi Chawla.

• Innovative flavor, affordable price and continuous communication to consumers.

Each Indian region has special snacks. Snacks some time consumed along with meals or tea, coffee
and other beverages. Banana wafers, chaklis, samosas, namkeens are few examples of large list of
Indian snacks. The change in the family structure is also changing the food habits in India. Increase
in the nuclear families and working women enhanced the market potential of ready to eat products
and branded snacks. Though the Indian snack market is highly fragmented with market dominated
by home snacks or those sold by local vendors, changing consumer lifestyle and health concern
made them to look for hygienic, easy to carry and nutritious branded snacks. Biscuits, potato wafers
and papads are already branded and well received by the consumers.

Pepsi, the late entrant in the Indian snack market decided to find niche market. In the Year 1999,the
company launched Kurkure in the Indian Market. The product is developed in a way that it is
having local taste and western chips. Kurkure is big success in Indian market. This made Pepsi to
take this snack food to other global markets. Kurkure is already available in the Indian stores in the
US and UK and Pepsi want to expand it to more stores in the existing global markets as well as
expand it to other potential markets. According to the company, Kurkure will retain its basic flavor
but will be adjusted to suit the local requirements. Kurkure’s success in the Indian market is mainly
for three reasons namely innovative flavor, affordable price and continuous communication to
consumer. To meet the regional requirements Kurkure is launched in various flavors like Masala,
chilli, green chutney etc

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  VARIETIES

• Masala Munch (Original)

• Solid masti – masala twist

• Green Chutney Rajasthani Style

• Chilly Chatka

• Tamatar Hyderabadi Style

• Malabar Masala Style

• Masala Twists(Solid Masti)

• Desi Beats

• Naughty Tomatoes

• Hyderabadi hangama

SALESOFTOPSNACKS

OTHERS,
15%
KURKURE, 45%
HALDIRAM, 27%

ITC, 16%

Special (Limited) Edition

• Pujo Special:Jhajhalo Hit - Released in West Bengal for Durga Puja, 2007

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 • Ganeshotsav Special:Usal Pao - Relesed in Maharashtera for Ganesh Utsav,201

PACKAGING

Style and design matter a lot on the outcome and response of the product. ‘Kurkure’ as the product
(inside the pack and outside wrapper) has much attractive and catchy colors style and design which
attracts the customers alot.

Kurkure is available in the market in 3 different packing. Kurkure comes in the air tight packing
and packing material of Kurkure is of high quality so that product will remain fresh and its taste
keeps secure up to more than four months. Kurkure has different flavors in the market so the each
flavor has its own unique packaging color combination according to its taste. Basic color
combinations are in green and red colors which all are eye catching.

Kurkure is available to the consumer only in primary packing. No secondary packing is using.
However they are delivered in container packing from production plant to shopkeepers or retailers,
which carries 48 packs.

Kurkure is available in three different sizes

• 19 gm

• 38 gm

• 75 gm

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Promotion Strategy
Kurkure - Tedha Hai Par Mera Hai

Slogan: “Chai time masti time”

Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of
Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated
company) in Kenya. It is one of the most popular food products in India today.

In November 2006, Frito Lay announced plans to release Kurkure to American markets sometime
in 2007. This decision was made after analysts showed increasing interest in Indian spices in the
USA. Also the introduction in other markets with a non-resident Indian population such as the UK
was planned.

In India, actor-celebrity Juhi Chawla advertises Kurkure.

Range

“Kurkure Flavors”

• Masala Munch
• Naughty Tomato
• Chilli Chatka
• Green Chutney Rajasthani Style
• Hyderabadi Hungama

“Kurkure Desi Beats”

• Deewana Tamatar
• Dildaar Masala

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 • Flirty Lime

“Kurkure Solid Masti”

• Masala Twists
• Nimbu Masala Style

To mark 10 years of its existence, Kurkure, FritoLay's Indian innovation in the salted snack market,
is changing tracks, says Sayantani Kar.

It came out in December with a print campaign which told readers how Kurkure is made from what
can be found in any Indian kitchen, underlining that the ingredients are as wholesome as what goes
into home-made food.

Kurkure now on will be less about flavours and more about ingredients.

The product contains rajma and ragi, staple Punjabi food, apart from the usual rice, corn, spices and
lentil.

What started off as an attempt to understand the infrequent Kurkure consumer, or those who are not
aficionados, has become a tool that the company intends to use over the long term.

FritoLay Marketing Director Deepika Warrier says: "We wanted to demystify Kurkure for the
consumers. That meant building trust and connection by informing them of the authentic
ingredients that go into the product. We will have more surprising and untried ingredients in our
product this year." She says the print ad has already generated a positive response, and expects sales
to go up 20 per cent.

Marketing on the basis of ingredients will also help Kurkure stave off competition from a growing
tribe of roasted snacks, including FritoLay's own Aliva, Parle Product's Monaco Smart Chips and
Parle Agro's Hippo. Stressing on ingredients that echo wholesomeness would consolidate its stand.

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. Its Snack Smart initiative has cut out trans-
fat from its products and changed the oil used for Kurkure to rice bran which cuts saturated fat by

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40 per cent. An attempt to control portions consumed by users has seen it launch Rs-3 packs of
brands such as Kurkure.

In order to add further zing to its product portfolio, in January 2008, the company launched Kurkure
Xtreme, a limited edition variant in two flavors—Risky Chilli and Electric Nimbu (lime). This was
perhaps a move to outdo competition from ITC’s snack brand Bingo, which was launched in March
2007, in Indianized flavors like Tandoori Paneer Tikka (spiced cottage cheese) and Chatkila Nimbu
Achaar (tangy lime pickle).

However, ITC, the Kolkata-based FMCG major, threw down the gauntlet in 2007 when it used its
extensive distribution network and attractive display shelves to launch and popularise its snack
brand called Bingo at places where packaged snacks had not gone before and in flavours that took
Kurkure's strategy a notch higher.

Kurkure reacted by launching new flavours and a variant that looked similar to Bingo called Desi
Beats. It also upped its distribution by going to cyber cafes and telephone booths.

Kurkure's move to highlight its ingredients could be a departure from what other brands are doing
and would refresh its brand recall in a category driven by impulse purchases.

The"Kurkure Chai Time Achievers" campaign:

This was the first of its kind campaign in India, launched in May 2007 aiming at promoting
versatile usage of Kurkure. Powered by an exciting commercial showcasing crazy consumers trying
to grab the 'Kurkure frame' - their ticket to famedom, this campaign truly gives consumers a taste of
Kurkure in the most innovative way!! Leading to replacement of Juhi on the Kurkure packs with
pictures of their own and their near and dear ones, it gave the consumers chance to become
celebrity overnight by printing their photographs and recipes on a million Kurkure packs. The
company claims to have received an overwhelming response, with over 100,000 recipes pouring in,
within just 6 weeks. For a brand holding out the reward of instant fame to its consumers, Kurkure
has indeed delivered on its promise. Volumes shot by 20% in just one month. Sales have increased
by 19% over last year.

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KURKURE TELEVISION ADVERTISEMENTS

In 2004 it launched the "Kahani mein Kurkure" ("Crispiness in the Story") campaign, which was a
take on Indian popular culture. The advertising campaign spoofed popular Indian TV shows like
Jassi Jaissi Koi Nahin and Kyu ki saas bhi kabhi bahu thi, to appeal to Indian housewives, the
largest target audience to watch these programs.
In addition to targeting housewives, who play a significant role in making purchase decisions, the
brand appeals to the Indian family as a whole. The "Kurkure Chai Time Achiever’s Award" was a
contest launched by the brand where families were invited to submit interesting recipes made with
Kurkure. The winning family would have the opportunity to be famous and have their photograph
featured on one million Kurkure packs.

This direct marketing campaign was supported through television advertising, where Indian
celebrity Juhi Chawla, Kurkure’s brand ambassador, announced the winners of the competition. The
contest was also publicized through the website http://kurkure.co.in, specifically designed to
promote the contest. Using the website as a strategic tool for promotion helped the brand appeal to a
young audience that spends a considerable amount of time surfing the web.

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. It has quite a few products in the pipeline. The first of the block was
“Desi Beats,” a corn. This will be followed by more variants and a differently packaged Kurkure
product. Mr Vidur Vyas, Head of Marketing, Pepsi-Foods, said ‘Kurkure Spend Time with the
Family programme' was the company's biggest initiative, which encourages families to buy their
products and be part of contests. Bollywood actors Juhi Chawla and Ragini Khanna, lead actor in
Sasural Genda Phool, and Jaspal Bhatti will judge the “teda” fun ideas during the campaign.

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In tune with its portfolio promotion, 'Chala Change Ka Chakkar', launched in the beginning of
2008, Pepsico India has rolled out a fresh 360-degree campaign for its snack brand, Kurkure,
repositioning the "masti" co-efficient to a " tedha" one.

Titled 'Tedha hai par mera hai', the new positioning statement salutes the average regular 'imperfect'
Indian. The new platform is based on the understanding that young confident Indian consumers are
no longer striving to be perfect in everything, but are comfortable about their imperfections and
quirks.

Taking the creative concept forward, the new TVC is set in a traditional haveli and features Juhi as
a zany Punjabi housewife who tries to get her tedha relative, Montu married. After the proposal gets
turned down, a twist of events ensures that Montu's 'tedha' demeanor eventually wins.

A new commercial carrying forward this new brand positioning was also launched today in the
South, starring the actress Simran. This is the first commercial by a major Salty Snack brand made
exclusively for the South Indian market and builds on Kurkure's new positioning of 'Konala
Irundhalum, Ennudiya Thakum (Tedha hai par mera hai) '.

"The new communication platform 'Tedha hai par mera hai' has been developed through a
proprietary 'insight mining' process," said Deepika Warrier, marketing director, Pepsico India

Other marketing strategies

Another novel branding initiative was a tie-up with South Western Railways in India to have trains
called the "Kurkure Express." These were special trains that operated only during the holiday
season. The brand was featured on reservation charts, coach indication slips, and during any
announcements about the train. This outdoor media was a unique way to target families who travel
by train during the holidays.

So what has shaped Kurkure’s success in India so that even its parent company wants a bite of it?

“Flavor innovations, affordable price points and an excellent customer connect through a 360
degree communication approach has helped the brand enjoy iconic brand salience in the snacks
category,” observes an industry analyst.

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CONSUMER BEHAVIOUR ON KURKURE

There are several factors affecting consumer behavior. Consumer behavior is major challenge for
every product. Some factors which affect the consumer behaviour on Kurkure are:

Consumers & Buyers

Basically the Kurkure is launched for children but because of its taste and variety, everyone is fan
for Kurkure. It is less fat, soft and crisp. The older people like those can’t eat hard snacks, are prefer
to Kurkure. The consumer of Kurkure is not only for children and also everyone. The buyers are
always parents. They prefer the Kurkure rather than chips because chips are bad to health. Parents
believe that Kurkure is not bad for health, that does not mean that, it is good for health.

Influencer& factors

Even though Kurkure is suitable to everyone, the children are major influencer. The children mainly
influenced by social factors that are friends, family.

Perception is also one of the influencing factor. In this, the people perceived as, its made up of corn,
rice meal and others. So that it is not bad for health.

Brand is one of the factors. It is come from PepsiCo. So that people have confident about quality.
The following data shows the influencer.

INFUNCER YES NO NO IDEA

Children 80% 13% 7%
Parents 55% 40% 5%

From the above table we can understand the influence of children rather than parents. It implies that
the children have pester power. We can understand that, according to Food commission and
Advertisement Board, the Kurkure doesn’t full the children by its advertisement.

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Its advertisement is major part of its success. It believes that, parents are the main factor and buyer.
It is come with different advertisement for each flavour.

Depends on Availability of product to customers

It is food products. So the product should be very hygienic and available to everywhere. It is
major task for every product. In this case, Kurkure is available everywhere in market. That is the
major success factor. Kurkure is available from small petty shop, small bakery to big malls and
multiplexes.

When I met the people for survey, I can realize that it is available everywhere. I met the people who
purchase the product from reliance fresh and small bakery shop.

There is no specific season or time for to purchase the Kurkure. Most of the people purchase as the
daily evening snakes. But, during any special program like watching cricket matches, then the sale
may increase. Otherwise it is available product to everyone.

Perception about the product

The perception is different for everyone. Perception means that how the person receive the data and
how he use in different situations. In this case, the perception varied according to people, culture,
demographic.

Some people believe that, it is made up of corn, rice meal. So, it is healthier than other products.

Social factors on product

The social factors are mainly family and friends. According to me, the initial advertisement and
promotions were attracting the parents and all age peoples. But, the product is more dependent on
the children. From that we can understand the influence of the family on product.

Similarly, friends are also major social influence factors. They are the real promoters of the
product.

Life style influences the product

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According to me the life style must influence the product. When I went to store, the older
generation people go for low cost snacks, more quantity products. But, younger generation does not
worry about the price or quantity. They always prefer taste. Even though old generation like
Kurkure than other packed snacks, they give first preference to local or other product which satisfy
the needs

Demographic factors

We already mentioned that different flavors like chili, tomato, Hyderabad and etc. why they give
different things. Because of demographic factors. Normally the people in Hyderabad prefer very
spicy and hard. For them, plain Masala or tomato is suitable. Similarly, the Rajastani people prefer
differ from others. Kurkure is mostly fulfill the needs according to demographic this not only for
those state people, it’s also uses all other people

Launched as a national brand, it was a challenge for the company to devise flavours that would
appeal to regional taste buds. However, the focus on developing hot and tangy flavours that suit
Indian taste palettes has helped win the hearts of Indian consumers.

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Distribution Strategy

A manufacturing company manufactures products. It then needs to deliver the manufactured

products to the consumers. Many times, the place of manufacturing and the place where the
consumers require the products is very far away from each other. Kurkure has its three
manufacturing locations - in Channo (Punjab), Kolkata and Pune but its customers are all over
India. So, Kurkure needs to set up an efficient distribution system so that the products reach its
consumers.

Kurkure is manufactured in in Channo (Punjab), Kolkata and Pune. From there it is distributed all
over India and it is available at the local store near you. The distribution guys have to make sure
that, every little "banya shop" on every little street of our extremely large country gets Kurkure
snacks. And while the distribution guys do all this, they have to make sure they keep the costs under
control.

This makes one think that the distribution guys do a whole lot of work. However, in practice what
they do is, set up distribution channels.

Distribution channels
Distribution channels are all the sub-marketers or intermediate marketers of the company. For
example: selling agents, wholesalers, retailers, authorized representatives; showrooms etc. are
basically distribution channels.

The distribution channel for kurkure product is:

Manufacturer - Wholesaler - Retailer – User

Manufacturer - Distributor - Wholesaler - Retailer –User

• All of these members of the distribution channels also want to sell the products that
they hold so they too try to market the products in their own small way.

• The local "banya shop" will keep his shop stocked with the Kurkure Snacks packets
so that he does not lose business from customer who asks for Kurkure.

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 • Using these distribution channels the company can sub-market its product at various
localized levels. Using these distribution channels, the company can market its self in all the
local neighbourhoods and streets of the country.

• The company has to give some commission to the people along the distribution channel. It
also gives incentives to them if they sell more products. This way, the distribution and
marketing of the product takes care of itself to some extent.

• In some cases having distribution channels may prove to be costly as the price of the
product rises at every level.

• So, a company may choose to by-pass all distribution channels and directly market the
product and deliver it to the consumer itself. However, whatever the method of distribution
used, kurkure still have to reach the distribution channels or the consumer from the point of
production

Distribution Channel Adopted by Kurkure

Distribution is also one of the key parameters for expanding market share. Frito-Lays has
the advantage of access to Pepsi's a formidable distribution network .Generally Companies are
having their sales vehicles that are loaded on daily basis and are distributed to local retailers. Some
companies appoint Distributors. Distributors have to give a proposal with a market research like
storage facilities, infrastructure, and retail outlets in area, market leader, types of products available
in the market etc. The Kurkure products are delivered to the retailer twice a week. The products are
generally sent in Boxes on an average each box contains 80 packs of 30 gm or 30 packs of 150 gm.

Distributors are solely responsible for the sales in the particular area he is operating in.
Every Distributor should have a specified number of minimum shops in his area. Distributors
generally have small vans (rickshaws) and employ salesmen on commission basis who loads the
products from the distributor’s storage and distributes it amongst the retailers. It services one-lakh
retail counters across the country by employing a total strength of 300 sales personnel and
distributors nationwide.

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 SALES AND MARKETING HIERARCHY OF KURKURE INDIA.

MUM

UM UM

TDM MDM

ADC MDC

CE ME

MARKETING
SALESPERSONS
ASSISTANTS

• MUM – Marketing Unit Manager

In charge of specific zones (e.g. north, south, east, west) and report to the corporate office.

• UM - Unit Manager

In charge of day to day operations and supervision of all the functions within the

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 organizations including operations, logistics, sales and distribution, marketing. The Unit

Manager reports to the MUM.

• TDM - Territory Development Manager

TDM is the in charge of the sales and distribution network of a particular territory within a

zone. Responsible for the daily, monthly and annual sales within the territory decides the

daily schemes for products and incentives for salespersons. He is also responsible for cost

effectiveness, profit generation and profit maximization within the territory.

• MDM - Marketing Development Manager

MDM is responsible for all the marketing activities and their effectiveness within a territory.

Decides the format and time frame of the marketing and promotional activities and the

incentives given to the retailers.

• ADC - Area Development Coordinator

Reports to the TDM, and is in charge of a C & F center and the distributor point in the area.

He is directly responsible for any issues in the area and is supposed to ensure the smooth

functioning of the entire sales and distribution network in the area. ADC is responsible for

timely disposal of any issue faced by the retailers. He decides and approves the boards,

displays and hoardings in the area.

• MDC - Marketing Development Coordinator

Reports to MDM, and is in charge of carrying out all the marketing activities in the area. He

is responsible for the execution and success of marketing and promotional activities.

Coordinates with the outside agencies for displays, boards, checks conducted in the market.

He is also responsible to keep a check on the expenditure of the marketing activities in the

market.

• CE - Customer Executive

Reports to the ADC and is in charge of the salespersons. He is required to visit the market
and accompany every salesperson as frequently as possible. He is the first person to get

19
 information about the market / area and is the first contact if the salespersons or retailers
face issue. Responsible for assigning and achieving daily sales target given to the
salespersons.

• ME - Marketing Executive

Reports to the MDC and is responsible for the daily functioning of the marketing activities
in the including awareness of promotions in the market and the response in the market

• Salesperson:

They are the most important asset for the company as they are the ones who sell the
products, are responsible for acquiring new customers, and retain the old ones. Their work
also includes informing the retailers about the promotions and any new scheme launched.
They are also required to push for the sale of any new product launched in the market and
make sure that the retailers are following the company guidelines regarding the launch and
the maintenance of Vizicoolers. They report to the CE.

• Marketing Assistant

Reports to the ME and is responsible for the distribution and usage of the displays and
boards in the area. Also has to check whether retailers are following the guidelines of the
company regarding promotional displays, other displays and displays in the Vigicoolers.
They report to the ME.

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RECOMMENDATIONS

Here are some recommendations & suggestions which may open the new horizons of the growth
and progress of the company.

• The company can occupy a huge number of customers by keeping in mind about the
preferences and needs of customers regarding tastes and flavors,

• By introducing new tastes, flavors and retaining the quality standards can attract consumers
of other brands and pull them towards itself by leaving other competitors far behind and get
advantage over them.

• By delivering valued trade promotions to wholesalers and retailers, company can capture
this huge segment. This will allow Kurkure to stay in market effectively and people will
order more quantity due to its increased demand by customers

• The company should try to expand its wings to cover towns, villages, cities; making it
available to everybody.
• It has huge competition from well established brands like ITC bingo. It must work on
innovative marketing strategies to improve its brand equity.

• The Indian snack food segment is a huge unorganized market. It has to ward off a lot of
competition to sustain its premier position.

• Since the sector offers a low barrier to entry, so there always remains the possibility for the
new entrants to enter the market.

• The entire unorganized Farsan sector, Dhokla, Khaman, Kachoris, & all the eatables that
could be had as snacks in Parties, while watching Movies, Cricket matches are substitutes to
KURKURE. With the presence of such substitutes, kurkure has to be able to maintain its
position in the market by continuing to bring out new and exciting flavours.

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CONCLUSION

Kurkure has become the perfect Namkeen snack of the nation. Embodying the spirit of our
lovable country, this tedha shaped snack has found a home in the hearts and minds of all. Inimitable
taste coupled with superior quality has made it the choice of millions and an inevitable part of their
families. Little wonder that it is one of India’s most loved snack food brands.

The food market can enjoy with this generation those really do not know about the product.
But, Kurkure come different approach to consumers of this generation from the older generation.
From that we can prove for every product, understanding the consumer behavior and develop the
product are major reasons for its success. It maintains the balance between children and parents.
Because of no of flavors it can with stand as leading food product than the other competitors.

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BIBLIOGRAPHY

www.google.com

www.sitagita.com

http://www.pepsico.com/

http://timesofindia.indiatimes.com/business/india-business/Frito-Lay-
adds-spice-to-Kurkure/

www.kurkure.com

http://business.rediff.com/special/2010/jan/12/spec-kurkure-adopts-
an-innovative-strategy.htm

http://kurkurefacts.wordpress.com/

www.youtube.com/watch%3Fv%3Dsi7fTHSvqPo

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