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

THREAT
OPPORTUNITY

Increasing spending on food in

emerging markets

Increasing local-focus

Changing consumer preferences

creating opportunities in the health
and nutrition space

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.

BRAND PROMOTION

ABOUT THE BRAND

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 4
13
48
28

lays
kurkure
bingo
parle
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.

THANK
YOU