1. Presented by,
Abhishek Singh 12122
Debraj Choudary 12134
Lalit Rana 12146
Shreetha T S 12176
Sarthak Rohatgi 12182

2. 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.

3. 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

4. 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

5. History of Kurkure
 Launched in 1995
Launched 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”.

6. ABOUT THE BRAND
BRAND 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.

7. STP ANALYSIS
SEGMENTATION
• 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

8. TARGETING
• Children
• Youth
• Families
POSITIONING
• 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”

9. 4 P‟S(MARKETING MIX)
PRODUCT
Kurkure 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

10. 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

11. 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)

12. COMPETITION ANALYSIS
48
28
13
7
4
market share(%)
lays
kurkure
bingo
parle
other

13. FUTURE PLANNING OF KUKUR

14. 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.

16. THANK YOU