Published by MBA Skool Team, Last Updated: August 25, 2017
Marketing Strategy of Kurkure analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Kurkure marketing mix, help the brand succeed.
Kurkure marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Kurkure Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Kurkure Product Strategy:
The product strategy and mix in Kurkure marketing strategy can be explained as follows:
Kurkure is a popular Indian snack which is widely popular due to its Indian flavour. Kurkure is made of rice meal, corn meal, edible oil, gram meal and spices and is 100% vegetarian. The snack is of an unusual shape and is promotes as ‘tedha’ in Indian market. Kurkure is loved by almost all age groups and is promoted as a tea snack. The original flavour of Kurkure (Masala Munch) is the standard snack which is loved by masses. After the success of its original product, the brand came up with many variants catering to more Indian flavours as a part of its marketing mix product strategy. Kurkure comes in many variants like Masala Munch which is the original spicy snack made of corn meal, Green Chutney with a tangy taste of mint, Chilli Chatka for people preferring spices, Tamatar Hyderabadi Style which is based on Hyderabad’s regional tastes, Malabar Masala Style inspired from tastes of Kerala dishes, Masala Twists with tangy taste specially for tea time, Desi Beats which is a triangle shaped snack, Naughty Tomatoes, Puffcorn with cheese flavour, Monster Paws targeting children, Puff Corn with cheesy taste, Corn Cups targeting younger consumers, and khatta meetha. The brand has also taken special care of the regional taste of different states of India like Punjab, Gujarat etc. Kurkure has come up with many innovative products in order to tackle the competition rising from regional players. All of the snacks are 100% vegetarian and use Indian gram meals and spices to provide the great Indian touch which has become immensely popular and loved by Indians.
Image: company website
Kurkure Price/Pricing Strategy:
Below is the pricing strategy in Kurkure marketing strategy:
Kurkure has adopted the value pricing strategy based on the ‘Perceived value’ of the product.
For majority of the variants of Kurkure, it comes in the standard packaging worth Rs.5 and 10 per pack and also Rs. 20 pack for some of the variants. Kurkure uses advanced technology to decide the combination of amount of product as per the Rs. 5, 10 or 20 package, such that it is reasonable for the consumer and generates profits for the company at the same time. Addressing the increasing demand and acceptance as a tea-time snack, Kurkure has also launched a family pack of Rs. 30. Thus, as per the different usage patterns of the customers, the consumption of the product, as well as the age group of the customer, the company decided to come up with the three different packages for the product. Kurkure also comes in special gift packaging during festival seasons as a gift to be exchanged with relatives.
Kurkure Place & Distribution Strategy:
Following is the distribution strategy in the Kurkure marketing mix:
Kurkure was made to cater to the large Indian market but it has become so popular that the product in now being extended to international markets around the subcontinent. In order to maintain its presence in every corner of India, Kurkure have one of the most effective distribution network as a part of its marketing mix strategy. In order to tackle the competition rising from regional players, the regional variants are placed in the retail shops in every state. These variants are not extensively available in all parts of India, but are strategically placed according to the demand in the location as well as the competition. Kurkure is produced in automated plants which are present in Punjab, Pune and Kolkata. The plants have been audited and certified by many international agencies. The raw ingredients required to make these snacks are procured directly from farms in India with the use of contract farming. Kurkure is available everywhere, ranging from small retails shops, roadside tea venders, college canteens to supermarkets.
In order to increase the visibility of the products, the company also provides selected retailers with the stands, specially designed for Kurkure products.
Kurkure Promotion & Advertising Strategy:
The promotional and advertising strategy in the Kurkure marketing strategy is as follows:
Kurkure is extensively promoted as a tea-time snack showcasing a fun-loving family having a merry time. It has well scripted and humorous promotional campaigns with catchy taglines like “Kya kareing control nahi hota”, “Khoob Karare, khoob chatpate” etc. The successful and most famous tagline used during that campaign, “Tedha hai par mera hai” has been able to capture the customers with funny TVC’s featuring Indian celebrities. In order to engage more customers, the company organized a contest of sending photos of people spending time with their families, which were printed on the Kurkure packets. Kurkure launched an innovative ‘Fly Home Free’ campaign during Diwali festival by which then contestants could win a free ticket to their homes. They launched a social media contest “butter masti challenge” which asked contestants to repeat a tongue twister or Dubsmash to it, to win prizes worth Rs. 20 Lakhs. Similarly, they launched contests during the launch of Funjabi Kadhai Masala and butter masala. Hence this completes the marketing mix of Kurkure.
Kurkure is a brand of tasty snacks launched by PepsiCo India for Indian customers. The salty or ‘namkeen’ snack was developed entirely for India, and the name ‘Kurkure’ is the Hindi/Urdu word for ‘crunchy’. PepsiCo identifies this brand with fun and lovable human quirks.
The brand has been advertised in India with the help of many well-known celebrities. Launched in 1999, the brand has developed to be among favourites for many Indians.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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