Presented by,Abhishek Singh

12122Debraj Choudary

12134Lalit Rana

12146Shreetha T S

12176Sarthak 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 WEAKNESS

• 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

 

• Market controversies could hamper consumer confidence

OPPORTUNITY THREAT

• 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 1995Launched 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 Cup’07.In 2009 launched a sub brand “Kurkure Desi Beats”.

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 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 ANALYSISSEGMENTATION• 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• FamiliesPOSITIONING• 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 P’S(MARKETING MIX)

PRODUCTKurkure 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

48

28

13

7 4

market share(%)

layskurkurebingoparleother

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.

• Diversify into other Indian snack product such as bhelpuri,aloochat which is dominated by Haldiram.

THANK YOU