THE KURKURE PLASTICCONTROVERSYPUBLIC RELATIONS AND CORPORATE IMAGEPROJECTTOWARDS PARTIAL COMPLETION OFBACHELOR OF BUSINESS STUDIES [SEMESTER-II]SUBMITTED TO- DR. MONICA BANSALDEPARTMENT OF BUSINESS STUDIESDEEN DAYAL UPADHYAYA COLLEGEABHISHEK DHAWAN 12/BBS/0069
KURKUREBrand HistoryLaunched in 1999, this perfect ‘namkeen’ snack, developed entirely in India, has come to be identified with fun and lovable human quirks. Itdeveloped an even stronger identity through associations with celebrities like Juhi Chawla (2003) and Kareena Kapoor (2008), well-knownIndian actors.Brand PromiseKurkure is a crunchy new-age namkeen snack brand which symbolizes light-hearted fun.Embodying the spirit of India, Kurkure has found a home in millions of hearts and minds and enjoys the position of a strong Lovemark brand inIndia.Juhi’s vibrant and fun-loving personality complements and embodies the essence of Kurkure. Over the years, Kurkure has journeyed effortlesslyfrom being a snack with a twist to becoming an integral part of India’s teatime menu and an embodiment of endearing human ‘imperfections’ or‘tedhapan’.Brand AdvantageMade with trusted kitchen ingredients: 100% vegetarianAll the raw materials used in Kurkure comply with the Prevention of Food Adulteration Act and rules that govern the manufacture, distributionand sale of Kurkure.All Kurkure ingredients are used daily in households for the preparation of various edible items.InnovationsKurkure has constantly re-invented itself to sustain its relevance to Indian culture and the Indian ethos. Not only does Kurkure provide aninimitable taste and superior quality, it has also brought fame and happiness to many through its ‘Chai-time-achievers’ face on pack initiative.Quality StandardsKurkure is made in automated plants at three locations – Channo (Punjab), Kolkata and Pune. These plants are audited and certified by variousexternal agencies. The certifications include:HACCP (Hazard Analysis and Critical Control Point).Certification by TQCSI (Australia), which confirms that products are manufactured in a food safety environment and the manufacturing processhas adequate controls to track products.American Institute of Baking (USA), one of the best auditing bodies for confirming process and product safety.Our Plants are ISO 14000 certified, which confirms that the manufacturing process ensures environmental safety.Our plants are also certified to ensure that the safety of products, processes, environment and people is maintained at a very high level. Thiscertification is issued by OHSAS 18001 (Occupational Health and Safety Assessment Series), USA.ABHISHEK DHAWAN 12/BBS/0069
THE CRISIS• People out of the mass uploaded videos showing KURKUREhad plastic contents.• There prevailed rumors surrounding the snack that there isplastic in Kurkure which WAS completely untrue. As per therumour, Kurkure burns because of the presence of plastic inKurkure.• An email was spread and TV interviews were conducted toboast upon this so called rumor and everything just happened ata moments’ notice.• The P_O_S sales fell by nearly 33% in early times of FY-2009.• The February sales incentives bill fell by INR 3,00,00,000.• The employee morale fell drastically• Customers and suppliers started switching to alternatives likeHALDIRAMS,PICNIK,CHEESE BALLS etc.ABHISHEK DHAWAN 12/BBS/0069
THE ANALYSIS• The origin of the videos was identified and analysed andpresented..ABHISHEK DHAWAN 12/BBS/0069
THE ANALYSIS contd• The harmful effect of PLASTIC CONSUMPTION beingpromoted was analyzed THROUGH A RESEARCH.The Outcomes were:-• Eating plastic can affect the hypothalamus, the thyroid, the reproductiveorgans and other parts of the endocrine system.• Plastic contains plasticizers which belong to the chemical group phthalates.• Phthalates can affect the human body’s hormone balance, which directlyrelates to the function of the endocrine system.• The EPA claims there is a risk of phthalates transferring from plasticpackaging to food.ABHISHEK DHAWAN 12/BBS/0069
• The internal operations were scanned and re-structured.• KURKURE officially started media-campaigns andprolonged LIVE interviews with the Top Officials beingaired-PAN INDIA.• The Masterminds were supposed mainly to be of any ofthe following categories-1.Disgruntled competitors2.Employees3.Detractors or mischief mongers at play.• A major review meet was observed at the HEAD_OFFICEat MUMBAI to analyze the outcomes of the research andto correlate things.THE ANALYSIS contdABHISHEK DHAWAN 12/BBS/0069
THE STRATEGY• KURKURE had excellent relations with the media housesand hence an effective turn-around of the matter airedwas exercised.• A special BLOG was launched to simply things and regainthe customers confidence effectively and sooner.• Campaigns were observed in support with otherPARENT_COMPANY products like soft-drinks etc.• The nutritional values and indrigidents were all madepublic and an operational video was also launched.• LA_PARSSE test to trace plastic contents was conductedat AIIMS , an a clean chit was procured , proving noplastic contents.ABHISHEK DHAWAN 12/BBS/0069
THE STRATEGY contdNOPLASTICBLOGABHISHEK DHAWAN 12/BBS/0069
• The safe and health KURKURE campaign depicted the following—• Kurkure has been a long-drawn favorite of many people because of its nutri-rich contents. Ascollege friends we have shared a deep love for this snack. I am saying this for my friend Ashutosh,one of my closest friend during our IIM days. In fact, our bonding has a lot to do with Kurkure. Whenwe used to stay at hostel and miss homemade food, we had Kurkure for company. We spent a lot oftimes discussing vivas, presentations, group discussions etc with couple of Kurkure as our supportsystem to keep us going.• Made from the ingredients that are mostly available at home: rice meal, corn meal, gram meal,edible oil, salt, spices, rice bran oil condiments and flavoring, we would have a great time as wewould snack on this healthy food for hours and every topic would turn out extra tangy, extrainteresting because of this snack.• Now for some time, we have heard about this silly plastic in kurkure rumor. Nothing could be morestupid: firstly we need to consider that the edible oil that is used in rice bran oil is rich in good fats(MUFA and PUFA) and has low saturated fats. Also, it is a fact that any fried product that has 30percent oil content or less will burn like plastic, but it is not plastic.THE STRATEGY contdABHISHEK DHAWAN 12/BBS/0069
The operations being made public-• After the knowing about the plants where Kurkure is manufactured, how Kurkure isactually produced.• The process of manufacturing Kurkure involves blending of the raw material to deliver ahomogenous mix. The raw materials used in this blending process is carefully checkedfor its quality and if any of the raw materials does not match up to the qualityguidelines, it is not used in the process.• There is not a single sign of plastic in this homogenous mix as Kurkure is made ofhome-made ingredients.• Water is added further to this homogenous mix and then the extrusion of the mix isdone.• The mix is then fried to develop taste and texture and the relevant consumer lovableflavor is put. The product obtained through the process is then packed in to anenvironmental friendly, hygienic, attractive packaging laminate to ensure delivery ofquality Kurkure snack to the end consumer.THE STRATEGY contdABHISHEK DHAWAN 12/BBS/0069
THE OUTCOMES• CLEAN CHIT FROM AIIMSKurkure plastic lies are baseless allegations on the reputed snack brand spread by some miscreant orwho knows may be the competitor himself. Check out the attachment, found it on the Kurkure website.It is a letter from a Dr at the AIIMS (All India Institute of Medical Sciences) who says that Kurkureplastic lies and other such allegations that have been circulating in his name are baseless allegations.We believe in rumours very easily and so whenever any rumour spreads, we immediately circulate it toour friends. Take for instance, this Kurkure plastic lies which says Kurkure has plastic and burns likeplastic when all of us know that plastic is not edible. When a food product contains corn meal and 30%oil, then definitely it will burn and burn like plastic.On the Kurkure website, it says that Kurkure is not only the safest product but is also a healthiersnack. We would also like to inform you that Kurkure is made with Rice bran oil. Rice Bran Oil (RBO)is one of the healthier oils because it is naturally high in the good fats (MUFA and PUFA) and low insaturated fats. By cooking Frito Lay range of products in RICE BRAN oil, the saturated fat has beenreduced by 40%. Saturates are the ones to watch out for, because too much saturated fat cancontribute to increased blood cholesterol levels.ABHISHEK DHAWAN 12/BBS/0069
• Customer confidence was regained and the brand image wasrestored through involvement and customer engagement.THE OUTCOMESABHISHEK DHAWAN 12/BBS/0069
• The stock was cleared in the DIWALI season- companystatement.• KURKURE officials claimed that this crisis was rather fruitful forthe company as-1. In the beginning, people looked upon Kurkure as a modern day snack. Now people know what Kurkure containsingredients mostly the ones we use in home: rice meal, corn meal, gram meal, edible oil, salt, spices, condiments andflavors (according to various Kurkure variants).2. People have come to know about the quality of oil used in Kurkure: rice bran oil,, one of the healthier oils naturallyhigh in good fats (MUFA and PUFA) and low in saturated fats (reduced by up to 40 percent).3. People have come to know about the manufacturing processes involved in Kurkure.Kurkure is manufactured inthree different locations in India, especially Pune, Kolkata and Channo in Punjab. The processes in these locations areaudited and certified by external auditing and investigatory agencies for safe manufacture procedures. Every singlenamkeen of Kurkure is passed and certified by the HACCP (Hazard Analysis and Critical Control Point) certificationgiven by TQCSI (Australia). The three automated plants are ISO 14000 certified, which implies that the processinvolved in manufacturing Kurkure is safe, with no room for complaint. Kurkure plants are also certified with the OHSAS18001-(Occupational Health and Safety Assessment Series)- (USA) which means the emphasis of safety is touchedand adhered to product, people, processes and environmental levels. Read more about Kurkures levels of hygiene andsafetyTHE OUTCOMESABHISHEK DHAWAN 12/BBS/0069
CONCLUSIONKurkure is in the Indian market for years now. People have been munchingKurkure with great delight including me. It is fundoo timepass snack. Allthese ingredients are healthy ingredients that are used in the manufactureof Kurkure. As per the Kurkure plastic rumor, when you burn Kurkure itmelts. Definitely, when you burn Kurkure, Kurkure melts. The reason whyKurkure melts is because Kurkure contains carbohydrate in the form ofcorn starch. When any carbohydrate snack (like gol gappas, matharees andnamkeens) is burnt, it burns the same way like Kurkure burns. But thatdoes not mean that those snacks contain plastic.Kurkure does not contain plastic for the simple reason being Kurkure ismade from edible ingredients including Rice meal, Corn meal, Gram Meal,Edible oil, Seasonings, Salt, Spices and Condiments and Flavors. All ofthese ingredients are used in the daily kitchens for cooking. If Kurkurecontains plastic, then it means the dishes we cook at home also containplastic.On second thoughts, Kurkure is not edible then how can anyone even eatand digest Kurkure. If at all there was plastic in it.ABHISHEK DHAWAN 12/BBS/0069
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