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The Brand Analysis of KURKURE
Submitted By:
Aditya Shankar
Aditya Khanzode
Akriti Jaiswal
Gaurav Bansal
Nishant Jindal
Swapnil Mhaske
Company Name
Division
Brand Name
Brand Naming
Product
Year Of Launch
Prices
Packaging
Market Shares
Promotion Medium
Advertising Appeal
Brand Ambassador
BRAND PROFILE
PepsiCo India
Frito-Lay India
Kurkure
Named after the Hindi word for "crunchy"
Rice, Corn and Pulses
1999
Rs.5, Rs.10, Rs.20
Bright color wrapper like orange, red, green, etc.
Frito Lay holds 45 percent (US $550 million)
Broadcasting, Banners , Internet
Humor
Juhi chawla (2003), Kareena Kapoor (2008)
Brand Evolution Timeline
Kurkure- A bridge category between Indian namkeens & western offerings like potato chips
Method of Segmentation Used
DEMOGRAPHIC
Generalized Target MarketApparent from the advertisement, where the whole family is shown enjoying eating Kurkure
Income based segmentationBy launching various SKUs – Rs. 3, 5, 10, 20 & gifts packs of higher value
Other products under the brand: Desi Beats & Shak Snaks hold a youthful image and target the 15-25 year aged young middle income group
GEOGRAPHIC
Kurkure was launched as a national brand by considering taste & style of the traditional foods & flavors
Launch of variants like:-Green Chutney Rajasthani Style -Hyderabadi HungamaDisplay segmentation of product variants based on specific geographies
Target Market Profile
Age- Focus on young people & children
Income- Affordable pricing & effort to give more for less, makes it best value for money- Thus targeting the middle income group
Gender- Generalised product for any gender
Psychographics- Focus on customer’s lifestyle, taste & personal values that best match with the product usage & is distinctive from the competitor
Initially positioning- 1st Mover Based- 1st “Bridge
Category” between Namkeens & Potato chips
Indigenous Brand- Hindi name, Indian flavours, ingredients and taste
Later Repositioning- “Muh Kurkure Karo”
campaign- Occasion based- for gift wrapped healthy festive offerings as substitute to sweets
“Tedha Hai Par Mera Hai” campaign – to connect with young and confident Indian consumers, comfortable with their imperfections & quirks & no longer strives to perfection
Brand Positioning
W’s OF POSITIONING USED
What-
What-
Whom for-
Whom for, What-
When, What-
What, When-
When-
What-
Kurkure
‘Khub karare khub chatpate’
‘Kya family hai’
‘Tedha hai par mera hai’
‘Muh Kurkure Karo’
‘Kyunki kahaani mein kurkure hona chahiye’
‘Kurkure chai time masti’
‘Daal ek naye andaaz mein!!’
Brand Identity Analysis- (a) Visual Element
• Suggestive name- implies product characteristic i.e. Crunchy
• Easy to pronounce, recall, recognize, understand & acceptable
Brand Name
KURKURE
• Brand logo- blue background- depicting youthful image
• Kurkure in text helps easy identification of the product
• Keeps changing in accordance with campaign eg. ‘Kya family hai’,‘Tedha hai par mera hai’, etc.
• Revolves around the target audience- Indian youth
Brand Slogan
(b). Production Element
• Cooked in rice bran oil (RBO), it has 40% less saturated fat, zero trans-fats and no added MSG.
• Raw materials used comply with the Prevention of Food Adulteration Act and rules that govern the manufacture, distribution and sale of Kurkure.
Quality
• Shaped uniquely compared to other snacks• Kurkure bits are shaped in bend in random
fashionDesign
• ?Style
(c). Organizational Element
• PepsiCo’s values and philosophy are reflection of the socially and environmentally responsible company it aspire to be
• They are the foundation for every business decision PepsiCo make.
PepsiCoValues & Philosop
hy
(c). Humaized Element
• ?Brand Behavior
• Spirited- vibrant, light-hearted & fun loving
• Embodies the spirit of India in its name Kurkure & variant Desi Beat.
• Enjoys the position of a strong lovemark brand in India
Brand Personalit
y
Broadcasting- Advertisements, Kahaani Mein Kurkure - spoofed popular Indian TV shows to appeal to Indian housewives
Tie–up with south western railways to have trains called “Kurkure Express”
Brand visibility on reservation charts and railway coaches
Kurkure Chai Time Achievers – Giving the “15 minutes of fame” to the winners of the recipe contest
Interactive website of Kurkure & Desi Beat with games, ads, feedback present online
Banners & hoardings of the brand at various places
BRAND PROMOTION
StoryBoard from the “Tedha Hai Par Mera Hai” campaign
Concerns Of the Brand
Problem 1: Intense Competition Direct ( organized & unorganized market)- ITC’s Bingo, Parle’s
Musst chips & Musst sticks Sibling- Lays, Cheetos Across Category- Haldiram Takatak Indirect- Lehar snacks, Diamond kurmure, Homemade chips Substitute- Haldiram’s Snacks, Bikaneri Snacks, Bhelpuri New Entrant- Parle’s Musst sticks and Musst chips, Aliva
Solution: Occupy a huge number of customers by:
Introducing new tastes, flavours Retaining the quality standards Keeping in consideration their tastes and flavours preferences
Branding Kurkure differentiated from FritoLay's other brands to reduce internal competition and scavenging
Delivering valued trade promotions to wholesalers and retailers It should try to expand its wings to cover towns, villages, cities;
making it available to everybody.
Concerns Of the Brand
Problem 2: Confused brand positioning Frequent changes in the ad campaign & the message conveyed in
it
Solution: Avoid the need of changing the tagline in each promotional campaign Keeping a constant tagline for the brand though different tagline may
be promoted for specific variants Promote about the healthy quotient of the brand apart from the fun-
loving nature of the brand
Problem 3: Though Kurkure makes effort to provide more for less but no offers or schemes are provided to the customer, thus no visible benefit strikes the customer persuading him to make impulse purchases & maintain curiosity within the customer
Solution:Offer schemes and conduct several contest to ensure continuous involvement of the customer