SALES PROMOTION PROJECT OF KURKURE Essay

SALES PROMOTION PROJECT OF KURKURELaunched in 1999, this perfect namkeen bite, fully developed in India, has become the torch be ber of fun and amicable human quirks. It developed an even sanitaryer identity through celebrity associations with Juhi Chawla 2003 and K beena Kapoor 2008 Named subsequentlywards the Hindi word for crunchy, Kurkure is a cheeto-like snack and is the flagship of Frito Lays Indian division. It is groceryed by Hirani Industries Corp. (USA incorporated order)in Kenya. It is one of the most democratic nutriment products in India today. 4 Different flavoursThey areMasala Munch (orange pack), putting surface Chutney Rajasthani ardour (light green pack),ChilliChatka (dark green pack) andTamatar Hydrabadi Style (brown pack)Kurkure was Frito Lays first well-favo blood-red hit in India and succeeded by making a host of Indian flavours possible and popular in a finger snack. Kurkure is a crunchy brisk age namkeen snack brand whichsymbolizes light hearted fu n. Embodying the spirit of India, Kurkure has found a home in the hearts& minds of wholly and enjoys the position of a strong Lovemark brand in India Over the years, Kurkure has journeyed effortlessly from being a snack with a twist to being anintegral part of the tea time computer menu to being an embodiment of lovable human imperfections or tedhapanProduct schemeBuilding trust and connection by informing the consumers of the authentic ingredients that go intothe product. Kurkure is a new age Namkeen and make of edible ingredients including rice meal,corn meal, gee meal, edible oil, seasonings, salt, spices and condiments and flavours. Its Snack Smart initiative to cut a path trans-fat from its products by using rice bran oil which cuts saturated fat by 40 per cent. Kurkure has 40% less Saturated Fat, Zero Trans Fats and No Added MSG priceCompetitive pricing Strategy was adopted by the connection in order to establish the brand inIndian marketplaces. Introduction of smaller packs targeted towardssmall mensuration consumers andmiddle/ low income customers. Price RangeSmall Rs 5/-Medium Rs 10/-Large Rs 20/Rs.3 packs encourage consumers in rural areas.Sales perspectiveKurkure is also positioning itself on the basis of its usage. Its promotional fronts urgeconsumers to use it on. periodical basisAt lunchDinnerAnytime, anywhereServingsWith ChaatWith teaWith RaitaWith drinks doParties and celebrationsUnique Selling PrepositionDesi brand nam Easy to identify with Kurkure is a equivalent word of a crunchy food stuff. Infact a brand by the name TakaTak attempt to imitate it but failed miserably.Launching its product in indian flavours, which separate it from their competitor its crotchety advertisements which features the bubbly Juhi Chawla. Innovative flavor, affordable price and continuous intercourse to consumers Kurkures success in the Indian market is mainlyfor iii reasons to wit innovative flavor, affordable price and continuous communication t oconsumer. To meet the regional requirements Kurkure is launched in various flavors like Masala,chilli, green chutney etc. circumscribed (Limited) EditionPujo SpecialJhajhalo Hit Released in West Bengal for Durga Puja, 2007 Ganeshotsav SpecialUsal Pao Relesed in Maharashtera for Ganesh UtsavPACKAGINGStyle and design matter a lot on the pop outcome and response of the product. Kurkure as the product(inside the pack and outside wrapper) has much mesmerizing and catchy colors style and design whichattracts the customers alot.Kurkure is available in the market in 3 different fisticuffs. Kurkure comes in the air tight boxingand packing material of Kurkure is of high step so that product will detain fresh and its try outkeeps secure up to more than four months.Kurkure has different flavors in the market so the eachflavor has its own unique packaging color faction according to its taste. Basic color combinations are in green and red colors which all are eye catching.Kurkure is a vailable to the consumer only in primary packing. No secondary packing is using.However they are delivered in container packing from production plant to shopkeepers or retailers,which carries 48 packs. Kurkure is available in three different sizes19 gm38 gm75 gmPromotion StrategyKurkure Tedha Hai Par Mera HaiSloganChai time masti timeNamed after the Hindiword for crunchy,Kurkureis acheeto-like snack and is the flagship of Frito LaysIndian division. It is marketed by Hirani Industries Corp.(USA incorporatedcompany) inKenya. It is one of the most popular food products in Indiatoday.In November 2006,Frito Lay announced plans to release Kurkure to American markets sometimein 2007. This decision was made after analysts showed increasing interest in Indian spices in theUSA. in like manner the introduction in otherwise markets with a non-resident Indian population such as the UK was planned.In India, actor-celebrity Juhi ChawlaadvertisesKurkure. RangeKurkure FlavorsMasala MunchNaughty T omatoChilli ChatkaGreen Chutney Rajasthani StyleHyderabadi HungamaKurkure Desi BeatsDeewana TamatarDildaar MasalaTo mark 10 years of its existence, Kurkure, FritoLays Indian innovation in the salted snack market,is changing tracks, says Sayantani Kar.It came out in December with a print campaign which told readers how Kurkure is made from whatcan be found in any Indian kitchen, underlining that the ingredients are as nourishing as what goesinto home-made food FritoLay Marketing Director Deepika Warrier saysWe wanted to demystify Kurkure for the consumers. That meant mental synthesis trust and connection by informing them of the authenticingredients that go into the product. We will stomach more surprising and untried ingredients in our product this year. She says the print ad has already generated a positive response, and expects sales to go up 20 per cent. TheKurkure Chai judgment of conviction Achievers campaignThis was the first of its kind campaign in India, launched in May 2007 aiming at promoting versatile usage of Kurkure. Powered by an fire commercial showcasing crazy consumers trying to grab the Kurkure frame their ticket to famedom, this campaign truly gives consumers a taste of Kurkure in the most innovative way Leading to replacement of Juhi on the Kurkure packs with pictures of their own and their near and dear ones, it gave the consumers relegate to become celebrity overnight by printing their photographs and recipes on a million Kurkure packs.The company claims to chip in received an overwhelming response, with over 100,000 recipes burbling in ,within just 6 weeks. For a brand holding out the reward of instant fame to itsconsumers, Kurkure has indeed delivered on its promise. Volumes shot by 20% in just one month. Sales have increased by 19% over last year.KURKURE TELEVISION ADVERTISEMENTSIn 2004 it launched the Kahani mein Kurkure (Crispiness in the Story) campaign, which was atake on Indian popular culture. The advertising campaign sp oofed popular Indian TV shows likeJassi Jaissi Koi Nahin and Kyu ki saas bhi kabhi bahu thi, to appeal to Indian housewives, thelargest target audition to watch these programs.In addition to targeting housewives, who play a significant role in making purchase decisions, the brand appeals to the Indian family as a whole. The Kurkure Chai Time Achievers Award was acontest launched by the brand where families were invited to submit enkindle recipes made withKurkure.The winning family would have the opportunity to be famous and have their photographfeatured on one million Kurkure packs.This direct marketing campaign was support through television advertising, where Indiancelebrity Juhi Chawla, Kurkures brand ambassador, announced the winners of the competition. Thecontest was also air through the website http//kurkure.co.in, specifically designed to promote the contest. Using the website as a strategic tool for promotion helped the brand appeal to ayoung audience that spends a consid erable amount of time surfing the web Kurkure express other novel branding initiative was a tie-up with South Hesperian Railways in India to have trainscalled the Kurkure Express. These were special trains that operated only during the holidayseason. The brand was featured on reservation charts, coach indication slips, and during anyannouncements about the train. This outdoor media was a unique way to target families who travel by train during the holidays.Distribution argument Adopted by KurkureDistribution is also one of the key parameters for dramatiseing market share. Frito-Lays hasthe advantage of access to Pepsis a formidable distribution mesh topology .Generally Companies arehaving their sales vehicles that are loaded on daily basis and are distributed to local retailers. Somecompanies appointDistributors. Distributors have to give a proposal with a market research like storehouse facilities, infrastructure, and retail outlets in area, market leader, types of products ava ilablein the market etc. The Kurkure products are delivered to the retailer twice a week.The products aregenerally sent in Boxes on an average each box contains 80 packs of 30 gm or 30 packs of 150 gm.Distributors are solely responsible for the sales in the particular area he is operating in.Every Distributor should have a specified number of minimum shops in his area. Distributorsgenerally have small vans (rickshaws) and rent salesmen on commission basis who loads the products from the distributors storage and distributes it amongst the retailers. It services one-lakhretail counters across the country by employing a total say-so of 300 sales personnel anddistributors nationwide.HOW TO IMPROVE FUTURE GROWTHThe company can occupy a huge number of customers by retentivity in mind about the preferences and needs of customers regarding tastes and flavors, By introducing new tastes, flavors and retaining the quality standards can attract consumers of other brands and pull them towards itself by leaving other competitors far behind and getadvantage over them. By delivering valued trade promotions to wholesalers and retailers, company can capture this huge segment.This will allow Kurkure to stay in market effectively and people will order more amount due to its increased demand by customers The company should try to expand its wings to cover towns, villages, cities making it available to everybody The entire unorganized Farsan sector, Dhokla, Khaman, Kachoris, & all the eatables thatcould be had as snacks in Parties, while watching Movies, Cricket matches are substitutes to KURKURE SO kurkure can bring up flavours which can match the taste of all these items to boost up the sales.