Presented by, Abhishek Singh 12122 Debraj Choudary 12134 Lalit Rana 12146 Shreetha T S 12176 Sarthak Rohatgi

12182

PEPSICO
The recipe for Pepsi (soft drink), was first developed in the 1890s by a New Bern Pepsi merged with Frito-Lay to become PepsiCo Inc. in 1965 PepsiCo extend its operations beyond soft drinks and snack foods into other lines of foods and beverages. PepsiCo purchased the orange juice company Tropicana Products in 1998 and merged with Quaker Oats Company in 2001.

PEPSICO
Total revenue in 2011 constitutes 63% from foods, and 37% from beverages. 22 brands of PepsiCo earned more than $1 billion revenue in 2011 The company recorded revenues of $66,504 million during the financial year ended December 2011. Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006

SWOT ANALYIS (PEPSICO)

STRENGHT
Diverse product portfolio and strong brand equity Robust growth in revenue and operating income assures the company a competitive position in the market Widening presence in the emerging markets

WEAKNESS
Market controversies could hamper consumer confidence

OPPORTUNITY
Increasing spending on food in emerging markets Increasing local-focus Changing consumer preferences creating opportunities in the health and nutrition space

THREAT
Rising competition from private labels is posing a threat to national brands Rising food and commodity prices

History of Kurkure
Launched in 1995 Launched as a sub brand under the umbrella of Lehar. In 2001 stepped out of the shadows of Lehar. In 2003 associated with Juhi Chawla. 2005 it strategically targeted the Evening Tea Time. In 2007 it was the official partner of ICC Cricket World Cup07. In 2009 launched a sub brand Kurkure Desi Beats.

ABOUT THE BRAND

BRAND PROMOTION Promised as a crunchy new age namkeen snack brand. Kurkure has found a place in the millions of hearts Kurkure has gained the position of most lovable snack in India. Juhi Chawla`s vibrant and fun loving personality compliments and embodies the essence of Kurkure. Kurkure has been able to transform itself from a snack with a twist Some of its brand advantages are Made with 100% vegetarian and trusted ingredients. All ingredients comply with Prevention of food adulteration act. All ingredients are used commonly in Indian households for the preparation for the various edible items.

STP ANALYSIS
SEGMENTATION India, Gulf countries, US, and South Asian region like Pakistan All metro cities tier 1,tier 2, tier3 cities and villages Age Kurkure focuses heavily on children and young people Sex For both male and female Income level-All Income group Style and standardized Product

TARGETING Children Youth Families POSITIONING Positioned as a snack with fun and quirky quotient with taglines such as Is kahani mein bhi kurkure hona chahiye tedha hai par mere hai etc

4 PS(MARKETING MIX)
PRODUCT
Kurkure Flavours Masala Munch Naughty Tomato Chilli Chatka Green Chutney Rajasthani Style Hyderabadi Hungama Kurkure Desi Beats Deewana Tamatar Dildaar Masala Flirty Lim Kurkure Solid Masti Masala Twists Nimbu Masala Style

PROMOTION
In 2001 created the Khub Karare Khub Chatpate campaign with tagline Jo bhi khaye, kha ke mast

In 2003, Juhi Chawla signed as the brand ambassador. In 2004 Kurkure came with a new tag line Iss Kahani mein kurkure hona chaahiye. In 2007, launched consumer engagement programmes like Kurkure Mast Family Jackpot.

In 2009 launched a sub brand Kurkure Desi Beats.

In 2010 launched tedhi family campaign

PRICE
Rs.5,

Rs.10 and Rs.20 price packs, launched Rs.30 packs to push urban sales. Rs.3 packs encourage consumers in rural areas.

PLACE-Physical distribution
India Pakistan Kenya(Hirani Industries Corp)

COMPETITION ANALYSIS
market share(%)
7 13 48 4 lays kurkure bingo parle

28

other

FUTURE PLANNING OF KUKUR

RECOMMENDATIONS
Launch different products for health conscious people and advertise Kurkure as a healthy brand. Launch Kurkure into other developing economies like African countries and Gulf countries since it suits the taste of people in Gulf countries. Tie-up with different Cineplex brands so that it's available as a substitute of popcorn. Reposition the brand like as a healthy brand in urban areas. Diversify into other Indian snack product such as bhelpuri,aloochat which is dominated by Haldiram.

THANK YOU