Assignment

Rural marketing and there marketing mix strategies

(Brand)

KURKURE

Submitted to : submitted by:

Pro.Sanjiv kumar Neha gour

180101010091
MBA (GEN.B)
  Marketing is the study and management of exchange relationships. It is the business
process of identifying, anticipating and satisfying customers' needs and wants.
 Marketing mix
The marketing mix represents the basic tools which marketers can use to bring their products or
services to market.

 The 4Ps
The traditional marketing mix refers to four broad levels of marketing decision, namely: product,
price, promotion, and place
 Product
The product aspects of marketing deal with the specifications of the actual goods or
services, and how it relates to the end-user's needs and wants.

 Pricing
This refers to the process of setting a price for a product, including discounts. The price
need not be monetary; it can simply be what is exchanged for the product or services, e.g.
time, energy, or attention or any sacrifices consumers make in order to acquire a product
or service.

 Place (or distribution)

This refers to how the product gets to the customer; the distribution channels and
intermediaries such as wholesalers and retailers who enable customers to access products
or services in a convenient manner.

 Promotion
This includes all aspects of marketing communications; advertising, sales promotion,
including promotional education, public relations, personal selling, product placement,
branded entertainment, event marketing, trade shows and exhibitions. This fourth P is
focused on providing a message to get a response from consumers

 The 4Cs
In response to environmental and technological changes in marketing, as well as criticisms
towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model.
 Consumer (or Client)
The consumer refers to the person or group that will acquire the product. This aspect of the
model focuses on fulfilling the wants or needs of the consumer.
 Cost
Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary
value of the product
  Convenience
Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This,
however, not only refers to physical stores but also whether the product is available in person or
online.
 Communication
Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a
product. Unlike, promotion, communication not only refers to the one-way communication of
advertising, but also the two-way communication available through social media.

KURKURE

Kurkure is a brand of corn puffs, produced and developed by PepsiCo India, the Indian division
of PepsiCo. Named after the Hindustani word for "crunchy", the snack was developed entirely
in India. It was launched in 1999 and has its automated plants at Channo (Punjab,
India), Kolkata and Pune.

Product type Corn puffs

Owner Pepsico

Country India (country of origin)

Introduced 1999; 21 years ago (India)

2007; 13 years ago (Pakistan)

Markets India
 Pakistan

Website PepsiCo India

PepsiCo Pakistan

 SALES PROMOTION PROJECT OF KURKURE

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] 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. 4 Different flavours

 They are:
Masala Munch (orange pack),
Green Chutney Rajasthani Style (light green pack),
ChilliChatka (dark green pack) and
Tamatar Hydrabadi Style (brown pack)

 Product strategy
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 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/
Rs.3 packs encourage consumers in rural areas.

 Sales Positioning
Kurkure is also positioning itself on the basis of its usage. Its promotional campaigns
urgeconsumers to use it on. Daily basis

 At lunch
Dinner
Anytime, anywhere

 Servings
With Chaat
With tea
With Raita
With drinks

 Occasions
Parties and celebrations
Unique Selling Preposition
Desi brand name: Easy to identify 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.

 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 whichattracts the customers alot.Kurkure is available in the market in 3
different packing. Kurkure comes in the air tight packingand packing material of Kurkure
is of high quality so that product will remain fresh and its tastekeeps secure up to more
than four months.
 Kurkure has different flavors in the market so the eachflavor 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
 Promotion Strategy

Kurkure –
Tedha Hai Par Mera Hai

Slogan:
“Chai time masti time”
Named after the Hindiword for “crunchy”,
Kurkure is acheeto-like snack and is the flagship of Frito Lay’sIndian division. It is
marketed by Hirani Industries Corp. (USA incorporatedcompany) inKenya. 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 Chawlaa dvertises
Kurkure. Range

 “Kurkure Flavors”

Masala Munch
Naughty Tomato
Chilli Chatka
Green Chutney Rajasthani Style
Hyderabadi Hungama
“Kurkure Desi Beats”
Deewana Tamatar
Dildaar Masala

 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.

 Another novel branding initiative was a tie-up with South Western Railways in
India to have trainscalled 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.

 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.

 HOW TO IMPROVE FUTURE GROWTH

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
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 SO kurkure can bring up flavours which
can match the taste of all these items to boost up the sales.

 Kurkure Express: The family that trains together

Back in 2007, PepsiCo’s snack food brand Kurkure launched the Kurkure Express: a branded
train connecting Bengaluru to Nagercoil, Hubli and Chennai. The trains displayed branding
prominently and at the time, was an experiment by a cash-strapped railway system to acquire a
fresh burst of income. It was a shortlived endeavour with reports quickly emerging that these
specials would be discontinued because they confused passengers.

After seven years, the Kurkure Express is back in a different avatar. This time, PepsiCo has
commissioned an entire train, right down to deciding the compartments and the itinerary —
Delhi to Kolkata and back with major stops along the way in Mumbai and Chennai — as a part
of summer promotion for its snack brand, Kurkure. All D Shivakumar, CEO, PepsiCo is
willing to say about an effort that cannot have been the easiest thing to pull off, logistically
speaking is "The work with the government and the railways is heartening; it shows this
can be done."

 Kurkure to connect with people through Nukkad Natak

As part of rural expansion plans, brand Kurkure announces the roll-out of ‘Caravan Talkies’ a
mega consumer connect program in Uttar Pradesh. ‘Caravan Talkies’ will travel across 1000+
towns and villages, reaching out to the rural population of Uttar Pradesh.

As part of this initiative, Caravan Talkies will conduct street plays (Nukkad Natak) in these
1000+ towns and villages followed by movie screenings for the consumers. The Nukkad Natak,
written exclusively for ‘Caravan Talkies’ will be performed by a team of professional artists,
highlighting Kurkure’s new positioning “Khayaal toh chatpata hai” that focuses on
progressive ideologies that the homemaker holds today. The Nukkad Natak will be delivering
‘thought-provoking’ stories in a fun and interactive way across various cities and districts in UP
namely Lucknow, Kanpur, Meerut, Moradabad, Bariley, Gorakhpur, Ghaziabad, Kheri,
Bahraich, Balrampur, Kannoj, Unnao, Rampur and Baghpat among others, starting this
March till May 2019.

In addition, the Kurkure team will travel in a branded caravan to designated villages meeting
with retailers and educating them about the brand and helping them in setting up with displays
and branding.
Some advertisement of kurkure :