Academic Task

Course Code: MKT201 Course Title: Principles of Marketing

Academic Task No: 01
Date of Allotment: 22-08-22
Student Roll no: RQ2108A37
Term: First Term.
Max Marks: 30
Evaluation Parameters:
Academic Task Title: Assignment
Date of Submission: 6-09-22
Student Reg no: 12201087
Section: Q2108
Marks Obtained:

Learning Outcomes: We will be able to develop an understanding of segmentation, positioning

and targeting strategies that an organisation uses in practical life to cater the needs of their
customers.

Declaration: I declare that this Assignment is my work. I have not copied it from
any other student’s work or any other source except where due acknowledgment is
made explicitly in the text, nor has any part been written for me by any other
person.

Evaluation Criterion: Rubrics on different parameters

Student’s Signature: Nafia (12201087)

Evaluator’s Comments (For Instructor’s use only)

General Observation Suggestions for The best part of an assignment
improvement
INTRODUCTION

India has undergone a massive change and expansion in the snack industry after the 20th
century. People have shifted from consuming namkeens from unorganised retailers to baked
chips from global brands. According to Euromonitor, the India’s salty snack market is valued
at more than $2 billion and is expected to surpass sales of nearly $5 billion by 2022 end. The
CAGR of the industry is expected to grow in double digits by 2024. The reasons behind this
growth are lifestyle changes, rising urbanization, growing middle class population, local
availability and availability of snacks in small package size, low price and company’s strategies
to focus on regional taste.

PepsiCo is a dominant player in the snack food segment in India. Its foods and beverages giant,
entered the country in the year 1989 and grew exponentially over a short period of time. It is
now a global leader with net revenues over US$ 65 billion and a portfolio includes iconic
brands such as Pepsi, Lays, Tropicana, Kurkure, Gatorade and Quaker.

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.
It was named after the Hindi word, ‘Kurkura’ and differentiated itself as a namkeen rather than
potato chips. Kurkure has been successful in capturing and dominating the Indian snacks
market since its inception. Kurkure is a brand worth Rs 1,000 crore and aims to double its sales
in the next five years. With ingredients as rice, corn and gram mixed with an assortment of
spices and flavours, buyers can SnackSmartTM and enjoy the taste of Kurkure, cooked in
healthier rice bran oil with 40% less saturated fats, zero trans fats and no additional MSG.
These additions increment the ratio of the good fat and decrease the saturated fat by 40%.

The snack comes in 4 flavors. 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 was
also released for the special occasion of Durga Puja. Snacks which are of two types, i.e:
extruded & potato chips, Kurkure is the extruded snack item.

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.

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'
SEGMENTATION

Market segmentation is a marketing term that refers to aggregating prospective buyers into
groups or segments with common needs and who respond similarly to a marketing action.
Market segmentation enables companies to target different categories of consumers who
perceive the full value of certain products and services differently from one another.
KEY TAKEAWAYS

 Market segmentation seeks to identify targeted groups of consumers to tailor products

and branding in a way that is attractive to the group.
 Markets can be segmented in several ways such as geographically, demographically,
or behaviourally.
 Market segmentation helps companies minimize risk by figuring out which products
are the most likely to earn a share of a target market and the best ways to market and
deliver those products to the market.
 With risk minimized and clarity about the marketing and delivery of a product
heightened, a company can then focus its resources on efforts likely to be the most
profitable.
 Market segmentation can also increase a company's demographic reach and may help
the company discover products or services they hadn't previously considered.

Understanding Market Segmentation

Organisations generally use three techniques to identify different market segments:

1. Homogeneity, or common needs within a segment.

2. Distinction, or being unique from other groups.
3. Reaction, or a similar response to the market.

Due to various reasons, it is impossible for a brand to target the entire universe. Hence,
companies use the science of segmentation to reach their TG in the most cost-effective manner.
Segmentation assumes that most of the consumers are same. It focuses on similarities instead
of dissimilarities. The possible of the large section of audience is studied and marketing
strategy is derived accordingly.
Focusing the marketing activities to one particular segment of population is termed as targeting.
The process uses income, demographic, lifestyle characteristics to identify the most profitable
and favourable sections.

Kurkure Consumers and 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.

Influencers & factors

Even though Kurkure is suitable to everyone, the children are major influencers. They mainly
get influenced by social factors that are friends and family.

Perception is also one of the influencing factor. In this, the people perceive it as, it’s 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, people are confident and sure about
the quality. The following table depicts the data of influencers:

INFLUENCER YES NO NO IDEA

Children 80% 13% 7%

Parents 55% 40% 5%
From the above table we can understand the percentage of the children getting more influenced
than elders/parents. It moreover implies that the children have pester power, i.e: the ability
possessed by a child to nag a parent relentlessly until the parent succumbs and agrees to the
child's request.

According to the Food Commission and Advertisement Board, the Kurkure is believed to affect
children the most by its advertisement because they end up forcing their parents to buy it for
them. Its advertisement is major part of its success. It believes that, parents are the main factor
and buyer. It comes with different advertisement for its each flavour.

Availability of Product

Since it can be categorised under FMCG Products, so it has be to be accessible to people and
Kurkure is available everywhere in the market which is a major success factor. We can
normally find Kurkure available in small petty shops, small bakeries to every big mall and
multiplexes. There is no specific season or time to purchase it, most of the people buy it as the
daily evening snack.

Social Factors

The social factors include your peers, friends and family. According to me, the initial
advertisement and promotions were attracting the parents and all age groups. But, the product
is more dependent on the children.

Life Style influence

Life style is the factor that affects and influences people the most. It is generally observed that
the older generation people go for low cost snacks, more quantity products. But, younger
generations do not worry out the price, they rather prefer quantity and taste. Even though old
generation people like Kurkure than other packed snacks, they give first preference to local or
other product which satisfy their needs in lesser amount.
Demographic Factors

Kurkure comes in many different varieties and flavours like chilli, tomato, Hyderabadi etc
which were only introduced because of different demographic factors. Normally the people in
Hyderabad prefer very spicy and tangy snacks. For them, Masala or tomato is suitable.
Similarly, the Rajasthani people prefer different from others. Kurkure is believed to fulfil the
needs of people according to their demographics.

The threat of substitutes

Threat of substitutes increase if the substitution is easy and economic. Thus, a company’s
power gets weakened with the presence of substitutes.

For Kurkure, the substitutes are Haldiram’s, Patanjali snacks, different types of biscuits and
nutri-bars are potential substitutes for Kurkure.

The threat of new entrants

The power of a company is also impacted by the force of the new entrants. If the capital and
time required to enter a market is comparatively low then, the position of the company gets
weakened. An industry with strong barriers to entry is relatively safe for existing companies.

For Kurkure, the threat of new entrants is low. In packet snacks market, there are a number of
established players like PepsiCo, ITC Bingo etc. For a new entrant, it is hard to gain market
share.

Supplier Power

The power of suppliers is about how easy is it for suppliers to drive the price of goods and
services. It depends on the number of suppliers, the vastness of distribution channel and the
cost of switching from one supplier to another. Fewer the number of suppliers and higher the
dependence on suppliers, suppliers can exert more pressure on a company.
For Kurkure, the power of suppliers is low. It is easy for Kurkure to switch from one supplier
to another and the supply chain of an corporation like PepsiCo is well manged and vast.

Buyer Power

The buyer power is about the ability of buyers to drive the prices down. It depends on the
number of buyers, switching cost for buyers and significance of each buyer. The smaller and
more powerful the buyer base is, higher is their power.

For Kurkure, the power of the buyers is high. The switching cost is minimum for the buyers,
for the competitors and substitutes are priced similarly.

In terms of Kurkure Masala Munch:

Marketing Stimuli:
- Product & Services: Puffcorn, Customer Services, Freebies with the product
- Price: Rs 3, Rs 5, Rs 10, Rs 20, Rs 30, and Rs 60
- Distribution: Masala Munch is available throughout India, Pakistan, Kenya, and
Canada.
- Communication: Advertising through print, electronic, network display and broadcast
media.

Other Stimuli:
- Economic: Affordable Price.
- Technological: NIL
- Political: NIL.
- Cultural: Family, Friends, Indian culture towards the use of spice

Consumer Psychology:
- Motivation: The need to satisfy hunger.
- Perception: Brand, Brand Ambassadors, Offers.
- Learning: Advertisements and experiences
 - Memory: Past experiences.

Consumer Characteristics:
- Cultural: Family, Friends, Indian culture towards the use of spice.
- Social: Trend, Status
- Personal: Diet habits, Taste, Status.

Buying Decision Process:

- Problem Recognition: Hunger
- Information search: Availability in the local shops, variant search.
- Evaluation of alternatives: Lays, Balaji, Uncle chips, Bingo etc.
- Purchase decision: Money available, variant choice
- Post purchase decision: Satisfies/dissatisfied

Brand choice:
- Price, Image, Perception, Peer Influence.

Dealer Choice:
- Nearest dealer available.

Purchase Amount:
- Affordability of customer

Purchase Timing:
- When consumer becomes hungry or stocking few packets for future.

Payment Method:
- Cash, Card or vouchers depending on the store.

Launched as a national brand, it was always 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.
The brand has segmented the market on the basis of geography into Gulf and South Asian
countries. Within India, the market has been further segmented into several regions. The market
is segmented on the basis of psychographic segmentation in lifestyle as personality and in
behavioural segmentation in occasion, benefit, loyalty status, usage rate. Kurkure has been able
to capture demography with various other factors.

Kurkure segments the regions with ‘Indian palate and profile’, including South Asian and Gulf
countries, as well as parts of Canada. Further, the brand can be compartmentalized into health-
conscious population and people who enjoy snacking. It appeals to consumers as an outdoor
adventure/picnic snack. It is popular as party snack as well.

Geographic Segmentations:

Countries: India, Gulf Countries, US and South Asian Region including Pakistan

Regions: Metro Cities, Tier 1,2,3 cities and Villages.

Age: 10-40 Y/o

Gender: Male and Female

Income Group: Lower to Upper Middle Class

Targeting: Children, Teenagers and Young Adults and Families.

Among the above mentioned segments, the segments that will have a better reach for Kurkure
would be children, young adults. These are the segments that will increase the profitability of
Kurkure. By targeting these segments, it covers the whole family and thus positions itself as a
family snack. By young adults, it targets the adventurous youth who carry snack with them
during travels.

EXHIBITS
The exhibit contains responses from a survey floated for a general Q&A about Kurkure to
people across age groups to analyse their perception about the brand and their buying behaviour

[1]
[2]

[3]
[4]

[5]
 [6]

[7]

ANALYSIS

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.

MARKETING AND PRODUCT STRATEGY

Kurkure arrived as a corn based stick snack which offered a new variety of snacks to the Indian
consumers. With its launch in 1999, Kurkure opened doors for a new segment of table snacks
which appealed to every age group and positioned itself as a food that brought families together
and symbolized ‘light hearted fun’.

Kurkure was an accidental product result of reverse engineering. The company intended to
compete against the potato chips with a product with a local touch. Upon its release, it struck
a chord with the consumers among with the name ‘Kurkure’, meaning crunchy in Hindi, played
a big part in it. The consumers accepted the product as a snack with Indian-ness.

With time, they launched various flavours and named them after regions in an attempt to
develop a regional appeal. Having launched the product with its signature ‘Masala Munch’ ,
there have been several flavours launched over the years keeping the varieties and regional
tastes in mind, in line with its sister competitor Lays.

 Hyderabadi Hungama
 Solid Masti Twisteez Masala
 Chilli Chatka
 Green Chutney Rajasthani Style
 Naughty Tomato
 South Tangy Twist
 Puffcorn Yummy Cheese
The snack is of an unusual shape and is promotes as ‘tedha’ in Indian market. Kurkure is loved
by almost all age groups and is promoted as a tea snack. The original flavour of Kurkure
(Masala Munch) is the standard snack which is loved by masses. After the success of its original
product, the brand came up with many variants catering to more Indian flavours as a part of its
marketing mix product strategy. Kurkure comes in many variants like Masala Munch which is
the original spicy snack made of corn meal, Green Chutney with a tangy taste of mint, Chilli
Chatka for people preferring spices, Tamatar Hyderabadi Style which is based on Hyderabad’s
regional tastes, Malabar Masala Style inspired from tastes of Kerala dishes, Masala Twists with
tangy taste specially for tea time, Desi Beats which is a triangle shaped snack, Naughty
Tomatoes, Puffcorn with cheese flavour, Monster Paws targeting children, Puff Corn with
cheesy taste, Corn Cups targeting younger consumers, and khatta meetha. The brand has also
taken special care of the regional taste of different states of India like Punjab, Gujarat etc.
Kurkure has come up with many innovative products in order to tackle the competition rising
from regional players. All of the snacks are 100% vegetarian and use Indian gram meals and
spices to provide the great Indian touch which has become immensely popular and loved by
Indians.
Branding aspect

 Over time, Kurkure has moved from being a snack with a twist to becoming a part
of India’s snack time and a personification of appealing human ‘imperfections’ or
‘tedhapan’.
 Kurkure as a brand symbolizes quirkiness.
 The brand name emphasises on the crunchy factor of the product.
 The colors used for packaging and advertising of the product are bright and lively
(orange, yellow, green), further focusing on fun aspect of the product.
 The fonts and taglines too are in sync with the branding strategy.

Pricing aspect

Kurkure went ahead with the strategy of value based pricing in a market where it had to
compete with the local snacks (both packaged and non-packaged). It launched all its flavours
priced at Rs. 5, Rs, 10 and Rs. 20. It portrayed itself as a family snack and hence also added a
Rs. 30 variant offering quantity that a family can come together and enjoy. The Rs. 10 variant
was a big success and remains the most popular choice among masses till date. The Rs. 5
variant served well as people would end up buying even when they weren’t as hungry. A couple
of new variants of Rs. 15 and Rs. 25 were also subsequently launched to be sold exclusively
at railway stations. The pricing has remained the same with time in the snack segment unlike
the beverage business of PepsiCo.

Quality

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 (USA), one of the best auditing body which confirms process and product safety.
Placing

Kurkure utilized PepsiCo’s already strong supply chain network and maintained its presence
across all types of selling points ranging from local kirana stores to supermarkets . To compete
with the small yet strong regional players, it promoted its regional flavours from place to place.
These flavours supply was limited according to the demands and was not as universal as the
Masala Munch flavour.

Kurkure occupied a large number of stacks across stores increasing the visibility of the product.
This strategy helped the sales as it was easily accessible for the consumers. Many of the
consumers who went to the stores ended up buying Kurkure even when they didn’t intend,
simply due to its presence and the craving it struck immediately.

With its success in the Indian market, Kurkure was subsequently launched in Pakistan in 2007,
where it reached similar success.

Packaging

Kurkure is sold in bold colours like Orange and shades of Green with each colour being
associated with the flavour it offers which created an image in the minds of the consumers
where they could easily recognize the respective flavour names via its colour. Its packets
featuring family pictures also reflected the brands onus on families as a target audience.

Promotion and Positioning

With the target of portraying itself as a namkeen substitute for tea time for a family, Kurkure
developed ad films with witty storylines and catchy taglines. Their advertisement in the early
2000’s featured Juhi Chawla in conversation with her family members, showing how a packet
of Kurkure brought them together to fight and crack jokes. The ads were so successful that
Kurkure and Juhi Chawla became synonymous with each other. Later on the likes of Boman
Irani and Kunal Kapoor were added as part of the family. Since the late 2010’s Parineeti Chopra
took over the role of the family member showcasing the same dramatic family bonding over
the same packet of Kurkure. Creative taglines such as “Kurkure family”, and “Is kahani mein
bhi kuch kurkure hona chaiye” clearly portrays their positioning strategy.
Over the years, these ads also delivered some of the catchiest taglines which connected
immediately with the consumers. Its earliest tagline, ‘Kya kare control nahi hota’ helped
establish Kurkure as a snack with a high craving. ‘Khoob karare, khoob chatpate’ sold its
crunchiness along with the name. Another tagline which sold its value offering as an enjoyable
snack was ‘Jo bhi khaye, kha ke mast hojaye’. Next came its most recognizable slogan ‘Tedha
hai par mera hai’. The embodiment of Kurkure sticks along with the rhyming phrase remains
one of the most famous brand commercials for any brand in the Indian market.

Further ads concentrating on the family connections were portrayed through its Diwali ads,
with the festival being a time when the snacks consumption increases among most Indian
households.

CONTROVERSY

The controversy of Kurkure having plastic content came into effect when a video of a man
burning a Kurkure stick went viral and what was left behind was only some sort of plastic
residue. The residue which was actually a compound called Acrylamide, which is formed when
chips are fried at a very high temperature, was the reason for creating the plastic like residue
when burnt and gave the impression that the product contained plastic. This created an outrage
across all social media platforms. Kurkure lost some of its loyal customers who started looking
for alternate brand. PepsiCo had to spend Rs 2 Cr to tackle the social media problems. It laid
out notices on its website highlighting that it was safe to consume kurkure and also held open
events where they asked bloggers to come and see the production process and review it. In spite
of the setback, Kurkure has regained its market position through various marketing campaigns,
over the next few years.

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 by 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.

Taking the creative concept forward, a new TVC was set in a traditional haveli and featured
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.

Other 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.

VALUE PROPOSITION

Functional value

Kurkure offered a different taste and experience compared to the other potato chips. The
crunchiness of Kurkure offered a rich experience for customers which were not provided by
other brands. With its rich mix of spices, it offered a unique experience at the snacks table for
customers.

Economic Value

The pricing of Kurkure was such that it offered a greater economic value to the customers
compared to the western potato wafers. The potato wafers were double the price of Kurkure
hence, Kurkure was perceived as a more economically valuable for its customers.
Emotional value

Kurkure was perceived as a healthier snack compared to others as it was made from ingredients
like rice, corn etc and rice bran oil with zero trans- fat and cholesterol. It created an emotional
link with its various tag lines like, ‘Kya karein control nahi hota’. It introduced many variations
of Kurkure in flavours specifically targeted to the Indian regional experiences like ‘Tamatar
Hyderabadi Style’, ‘Malabar Masala Style’, ‘Hyderabadi Hungama’ etc which other products
did not offer and hence was able to attain emotional value for customers who could enjoy the
snack with their own traditional tastes.

CHALLENGES AHEAD

Kurkure enjoyed a long period as a dominant player in the Indian snack industry. However,
with the changing food habits of the people, PepsiCo aims to focus on promoting healthier line
of products in the future. This leaves Kurkure in a tight spot, particularly when they are aiming
to double their sales in the next 4-5 years. The brand not only faces stiff competition from
players in the same snack category segment such as ITC Bingo, Haldiram’s, Patanjali etc, but
also from PepsiCo’s own line of health food products such as Quaker Oats which appeal to the
younger generation.

KUKURE EXPANDING ITS PORTFOLIO

With the changes in the taste and preferences of people, Kurkure also had to introduce
something new and more of its flavours to serve the needs of its consumers and sustain in the
market. It was when Kurkure expanded its portfolio with new ‘chatpata cheese’ flavour.

 Kurkure Chatpata Cheese is a permanent addition that meets the growing affinity for
cheese and masala flavoured snacks amongst Indians
 The never seen before fusion provides a ‘masaledaar’ twist to the globally loved
Cheddar Jalapeño flavour
Strengthening its distinct position in the market, Kurkure, one of India’s most loved snack
brands, expanded its portfolio with its latest flavour innovation Kurkure Chatpata Cheese.
The new flavour is a permanent addition to the Kurkure family and brings the perfect
‘jugalbandi’ of Kurkure’s classic ‘chatpata masala’ with cheddar cheese, inspired by the
globally successful Cheddar Jalapeño flavour.

Kurkure’s latest flavour innovation was a response to te increasing consumer demand of

dairy flavours in the Indian salty snack category. The all-new Kurkure Chatpata Cheese
extends the brands play beyond the classic ‘masala flavour’, which is unheard of in the
collect category. The new fusion flavour is a unique combination of international cheese
and ‘chatpata masala’ magic which is just ‘two much fun’.

As a brand that always captures the pulse of nation, Kurkure offers innovative products to suit
the evolving tastes of consumers. With the launch of the all new Kurkure, they expanded their
portfolio in dairy flavoour bucket with a differentiated winning flavour proposition.

Kurkure Chatpata Cheese is available at INR 5, INR 10, and INR 20 across all leading retail
and e-commerce platforms in India. For this launch, Kurkure will stay true to
its unconventional yet relatable portrayal of modern Indian family scenarios in its upcoming
TVC, followed by a robust 360-degree surround campaign across multiple platforms
and quirky initiatives for its fans.

IDEA BEHIND LAUNCHING THE PRODUCT

With the growing customer needs, the brand is trying to be as consumer-centric as possible.
They knew that people were looking for a differentiated product experience. They knew that
in the collect category, masala flavour is dominating the market and in different flavour buckets
that are present in the country, dairy is one of the most significant and it is missing from the
market. So, they decided to give customers what they want and hence Chatpata Cheese flavour
was inspired from that. It was adapted from the Indian taste palate to cater the needs of the
consumers.
RECOMMENDATIONS

Here are some recommendations & suggestions which may open new horizons of growth and
progress for 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 flavours,
 By introducing new tastes, flavours 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.
CONCLUSION

Kurkure masala munch has become the perfect Namkeen snack of the nation. Embodying the
spirit of our lovable country, this thedha 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 is one of India’s most loved snack food
brands.

The food market can enjoy with the generation those who really do not know about the product.
But, Kurkure came with a different approach to consumers of this generation i.e 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 number of flavours, it can with stand as leading food product
than the other competitors.