Case Study - Kurkure
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A glimpse into how DY Works helped Kurkure refresh & redefine its brand identity and establish a strong visual architecture strategy to straddle different extensions.
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This document provides an overview of Britannia Industries, one of the largest food companies in India. Some key points:
- Britannia was established in 1918 and produces biscuits, bread, and dairy products. Their flagship brands include Milk Bikkis and Marie Gold.
- The company aims to make every third Indian a Britannia consumer and dominate the branded dairy market in India.
- Britannia has grown significantly over the years and now exports to several countries. However, their future plans are focused on becoming a low-cost producer while maintaining quality.
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- Cadbury was founded in 1824 in Birmingham, England and began as a grocery store selling tea and drinking chocolate.
- Cadbury began operations in India in 1948 by importing chocolates and has since expanded manufacturing facilities across India.
- Cadbury uses effective marketing strategies like celebrity endorsements and memorable advertisements to maintain its leadership position in the Indian chocolate market.
- Advertising plays a key role in Cadbury's success by creating relatable messages that increase brand awareness and match consumer needs and thinking patterns.
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Kurkure is a crunchy snack brand launched in 1995 that is now one of the most popular snacks in India. It is owned by Frito-Lay, the snack food division of PepsiCo, and is marketed as an affordable snack using common Indian ingredients. Kurkure targets children, youth, and families and has gained widespread popularity through fun branding and celebrity endorsements. It faces competition from other popular snacks like Lays but has achieved strong sales through expansion across India and engagement marketing campaigns.
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Britannia was established in 1892 in Calcutta and is now one of India's most trusted brands. It manufactures biscuits, bread, and dairy products. Some of its most popular biscuit brands which generate over 300 crores annually are Tiger, Good Day, and Marie. Britannia targets different age groups with various products and engages in promotional activities. Its major competitors are Parle, ITC, and local bakeries, but Britannia has the largest market share due to its wide distribution network and innovative advertising.
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Britannia started in 1982 in Kolkata with an initial investment of Rs. 295. It has since grown to offer a wide range of bakery products across India and internationally. Britannia utilizes various marketing strategies like market segmentation based on age, income, and occasion. They target different products to different segments and position their major brands like Tiger, Good Day, and Marie Gold for kids, daily eating, and health respectively. Britannia focuses on quality, relationships, and monitoring competitors to achieve success.
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I hope this presentation is helpful to you to get an overview of the company.
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This document provides an overview of Britannia Industries, one of the largest food companies in India. Some key points:
- Britannia was established in 1918 and produces biscuits, bread, and dairy products. Their flagship brands include Milk Bikkis and Marie Gold.
- The company aims to make every third Indian a Britannia consumer and dominate the branded dairy market in India.
- Britannia has grown significantly over the years and now exports to several countries. However, their future plans are focused on becoming a low-cost producer while maintaining quality.
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This document provides a history and overview of Cadbury, including:
- Cadbury was founded in 1824 in Birmingham, England and began as a grocery store selling tea and drinking chocolate.
- Cadbury began operations in India in 1948 by importing chocolates and has since expanded manufacturing facilities across India.
- Cadbury uses effective marketing strategies like celebrity endorsements and memorable advertisements to maintain its leadership position in the Indian chocolate market.
- Advertising plays a key role in Cadbury's success by creating relatable messages that increase brand awareness and match consumer needs and thinking patterns.
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Cadbury has a long history starting in the 1800s in Birmingham, UK. John Cadbury started selling drinking chocolate and later expanded into chocolate manufacturing. Cadbury now has global operations and is one of the largest confectionery companies in the world. In India, Cadbury began operations in 1948 and now has several factories and offices across the country. Cadbury enjoys strong brand recognition and market share in India with brands like Cadbury Dairy Milk and Bournvita.
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Cadbury Dairy Milk (CDM) has been the market leader in India's chocolate market since 1948. It currently holds a market share of over 70%. While Western markets still dominate globally, emerging markets like India represent significant future growth potential, with the Indian chocolate market growing at 15% annually between 2008-2012. CDM targets all of India with mass marketing and occupies multiple price segments with products like standard Dairy Milk, premium Dairy Milk Silk, and seasonal variants. It relies on strong brand recognition and emotional advertising to maintain loyalty.
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This document is a project report submitted by students of IIPM New Delhi analyzing the demand for HUL's detergent brand Surf Excel. It begins with an acknowledgment and introduction sections. It then provides an executive summary of HUL as a company, its brands and distribution network. The report contains chapters on HUL's product lines, demand forecasting, market share analysis, competitors, SWOT analysis, and forecasting methods. It aims to analyze HUL's past performance and future demand for its FMCG products to forecast future demand for Surf Excel. Methodology includes collecting secondary data from sources like websites, journals and analyzing graphs to understand trends.
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Branding In Indian Landscape
The document discusses the experiences of multinational companies like P&G, Kellogg's, and Fiat in entering and establishing themselves in the Indian market. It notes that many companies initially failed to succeed because they did not properly understand differences in Indian consumer behavior and applied theories and strategies directly from other markets without adapting to the local context in India. Over time, companies that learned to truly localize their products, marketing, and distribution were able to achieve better results in the Indian market. The document also highlights examples of successful localized strategies adopted by companies like ITC, Unilever, and LG Electronics.
Indspire brand standards manual j ecker
This document provides guidelines for implementing the brand standards for Indspire. It outlines the brand essence, positioning, personality, and key brand elements such as the name and logo. The brand aims to be bold, inspiring, determined, visionary, wise, and accessible in representing and supporting Indigenous youth through education. Adhering to the standards in the manual will help ensure consistency in communicating the Indspire brand through all materials and initiatives.
Branding Marketing mangment
The document discusses the history and importance of branding. It notes that branding originated from the practice of burning marks onto livestock and slaves to signify ownership. Over time, branding evolved to differentiate products and services in the marketplace and build customer loyalty and trust. The document outlines the key benefits of strong branding for both customers and companies. It also covers different types of branding strategies and factors that influence successful branding.
understanding Brand management
Brand management is the process of building, maintaining and improving a brand. It involves defining the brand, positioning it, and delivering the brand promise. Brand management assembles various marketing mix elements to give a product an identity and build a brand name that captures customers' minds. It manages both the tangible characteristics like product, price, packaging as well as intangible qualities like emotional connections with the brand. For service brands, customers' experience forms the tangible aspects. Thus, brand management is all about branding a product or service.
Brand management
Brand management is the process of building, maintaining and improving a brand. It involves defining the brand, positioning it, and delivering the brand promise. The purpose of brand management is to create and sustain brands by developing tangible and intangible brand attributes through effective branding. Branding assembles various marketing mix elements to give a product or service an identity that captures customers' minds.
Brand management
The document provides an overview of brand management objectives and concepts. It explains that the module will cover explaining what a brand is, the importance of brands, attributes of a strong brand, what brand management is, the purpose of brand management, the brand equity concept, the strategic brand management process, and brand management guidelines. It then goes on to define brands and differentiate them from products. It discusses why brands matter to consumers and companies. It also covers what makes a brand strong and provides an example of Gillette as a strong brand. Finally, it defines what brand management is.
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Brand Portfolio Management PPT.pptx
This document discusses brand portfolio management and brand extensions. It defines a brand portfolio as a collection of brands owned by a company under an overarching brand umbrella. An effective brand portfolio includes the set of all company brands, product-defining roles for each brand, and the portfolio's role in relation to products. Managing brands coordinately in a portfolio helps avoid confusing consumers and wasting resources. The document then discusses brand extensions, where a new product relies on an existing brand's name and reputation. Successful extensions allow market and sales diversification if the new product fits with the original brand. Reasons to extend brands include leveraging existing brand equity to reduce new product costs and capture long-term returns.
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Case Study - Kurkure
- 2. Challenge & brief Challenge: When India’s largest brand in the salty snacks category wanted to expand and redefine itself as a “Mega Brand”, quesDon was not about how to refresh the look or redesign the packaging, but rather how to carry forward the strong equity of such a brand (strongest love-‐mark across Frito Lay world) into new categories Brief: • Refresh & redefine Brand’s visual idenDty to – Launch a new range of product formats under the umbrella – Reflect Brand ethos and act as a strong visual language for the brand • Establish Brand Visual architecture strategy to straddle different extensions
- 3. Brand SoluDon Keeping in view the newly defined Core of Kurkure – Contemporary Indian snack which brings a Force / energy in everyday moments of your life, DY Works created an idenDty which was an apt evoluDon from the current and added a spark of energy not only through the idenDty & font visual but through a strong visual mark of “Tear”. This tear now acts as an ownable property for enDre Kurkure range Old New A visual brand language which helps defines a strong visual architecture for the brand and can be extended across communicaDon pla[orms Colors, tear and forceful product depicDon (shards)
- 5. Previous New
- 7. Final range Core Collets range Solid MasD range Puffed Snack range
- 8. VISUAL BRAND LANGUAGE EXTENSIONS