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sales promotion of kurkure

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sales promotion of kurkure
SALES PROMOTION PROJECT OF KURKURE
Launched in 1999, this perfect 'namkeen' snack, fully developed in India, has become the torch bearer of fun and lovable human quirks. It developed an even stronger identity through celebrity associations with Juhi Chawla [2003] and Kareena Kapoor [2008]
Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated company)in Kenya. It is one of the most popular food products in India today.
4 Different flavours
They are
Masala Munch (orange pack),
Green Chutney Rajasthani Style (light green pack), ChilliChatka (dark green pack) and
Tamatar Hydrabadi Style (brown pack)
Kurkure was Frito Lay's first big hit in India and succeeded by making a host of Indian flavours possible and popular in a finger snack. Kurkure is a crunchy new age namkeen snack brand whichsymbolizes light hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts& minds of all 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 menu to being an embodiment of lovable human 'imperfections' or 'tedhapan'

Product strategy
Building trust and connection by informing the consumers of the authentic ingredients that go intothe product. Kurkure is a new age Namkeen and made of edible ingredients including rice meal,corn meal, gram meal, edible oil, seasonings, salt, spices and condiments and flavours. Its Snack Smart initiative to cut out 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
Pricing
Competitive pricing Strategy was adopted by the company in order to establish the brand inIndian markets. Introduction of smaller packs targeted towards small quantity consumers andmiddle/
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