Presented by,Abhishek Singh 12122Debraj Choudary 12134Lalit Rana 12146Shreetha T S 12176Sarthak Rohatgi 12182
PEPSICO• The recipe for Pepsi (soft drink), was first developedin the 1890s by a New Bern• Pepsi merged with Frito-Lay to become PepsiCo Inc.in 1965• PepsiCo extend its operations beyond soft drinks andsnack foods into other lines of foods and beverages.• PepsiCo purchased the orange juice companyTropicana Products in 1998 and merged with QuakerOats Company in 2001.
PEPSICO• Total revenue in 2011 constitutes 63% fromfoods, and 37% from beverages.• 22 brands of PepsiCo earned more than $1billion revenue in 2011• The company recorded revenues of $66,504million during the financial year endedDecember 2011.• Indra Krishnamurthy Nooyi has been the chiefexecutive of PepsiCo since 2006
SWOT ANALYIS (PEPSICO)STRENGHT WEAKNESS• Diverse product portfolio and strongbrand equity• Robust growth in revenue andoperating income assures thecompany a competitive position inthe market• Widening presence in the emergingmarkets• Market controversies could hamperconsumer confidenceOPPORTUNITY THREAT• Increasing spending on food inemerging markets• Increasing local-focus• Changing consumer preferencescreating opportunities in the healthand nutrition space• Rising competition from privatelabels is posing a threat to nationalbrands• Rising food and commodity prices
History of Kurkure Launched in 1995Launched as a sub brand under the umbrellaof Lehar.In 2001 stepped out of the shadows of Lehar.In 2003 associated with Juhi Chawla.2005 it strategically targeted the “Evening TeaTime”.In 2007 it was the official partner of ICCCricket World Cup’07.In 2009 launched a sub brand “Kurkure DesiBeats”.
ABOUT THE BRANDBRAND 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 embodiesthe 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 forthe various edible items.
STP ANALYSISSEGMENTATION• India, Gulf countries, US, and South Asian regionlike Pakistan• All metro cities tier 1,tier 2, tier3 cities andvillages• Age – Kurkure focuses heavily on children andyoung people• Sex – For both male and female• Income level-All Income group• Style and standardized Product
TARGETING• Children• Youth• FamiliesPOSITIONING• Positioned as a snack with fun and quirkyquotient with taglines such as• “Is kahani mein bhi kurkure hona chahiye”• “tedha hai par mere hai etc”
4 P‟S(MARKETING MIX)PRODUCTKurkure Flavours• Masala Munch• Naughty Tomato• Chilli Chatka• Green Chutney Rajasthani Style• Hyderabadi HungamaKurkure Desi Beats• Deewana Tamatar• Dildaar Masala• Flirty LimKurkure Solid Masti• Masala Twists• Nimbu Masala Style
PROMOTION• In 2001 created the “Khub Karare Khub Chatpate” campaign withtagline “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 meinkurkure 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)
RECOMMENDATIONS• Launch different products for health conscious peopleand advertise Kurkure as a healthy brand.• Launch Kurkure into other developing economies like Africancountries and Gulf countries since it suits the taste of people in Gulfcountries.• Tie-up with different Cineplex brands so that its available as asubstitute of popcorn.• Reposition the brand like as a healthy brand in urban areas.• Diversify into other Indian snack product such as bhelpuri,aloochatwhich is dominated by Haldiram.