project report on kurkureINTRODUCTION The Indian snacks market is worth around US$ 3 billion .The “unorganized snacks market” is worthUS$ 1.56 billion .Potato chips and potato-based items from 85 per cent of the Market. Haldirams a n d I TC a re s o m e o f t h e l e a d i n g p l a y e r s . Fr i t o L a y , w i t h a m a r ke t s h a re o f 4 5 p e rc e n t ( U S $ 5 5 0 million) dominates the market. Pe p s i C o i s a l s o a d o m i n a n t p l a y e r i n t h e sn a c k f o o d s e g m e n t i n I n d i a . Pe p s i C o ' s s n a c k fo o d company Frito-Lay is the leader in the branded potato chip market. It manufactures Lay's PotatoChips; Cheetos extruded snacks, Uncle Chips; traditional namkeen snacks under the Kurkure andLehar brands; and Quaker Oats. L a u n c h e d i n 1 9 9 9 , t h i s p e r f e c t ' n a m ke e n ' s n a c k , f u l l y d e v e l o p e d i n I n d i a , h a s b e c o m e th e t o rc h bearer of fun and lovable human quirks. It developed an even stronger identity through celebrityassociations with Juhi Chawla [2003] and Kareena Kapoor [2008], well-known actors in IndianCinema Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the fl agship 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. The snack comes in 4 fl avors.They are Masala Munch (orange pack), Green Chutney Rajasthani Style (light green pack), ChilliChatka (dark green pack) and Tamatar Hydrabadi Style (brown pack). There are two new fl avorstoo. One is the Kurkure Xtreme Electric Nimbu and the other is Kurkure Xtreme Risky Chilli. AS p e c i a l E d i t i o n fl a v o u r , J a l j h a l o H i t h a s b e e n re l e a s e d a s a Pu j o S p e c i a l f o r D u rg a Pu j a , 2 0 0 7 . Snacks are of two types extruded & potato chips, Kurkure is the extruded snack item. In November 2006, Frito Lay announced plans to release Kurkure to American markets sometimein 2007. This decision was made after Most popular were the corn curl kurkure. gram meal. distribution and sale of Kurkure. Ku r ku re h a s j o u rn e y e d e ff o r t l e s s l y f ro m b e i n g a sn a c k w i t h a tw i s t t o b e i n g a n i n t e g r a l p a r t o f t h e t e a t i m e m e n u to b e i n g a n e m b o d i m e n t o f l o v a b l e h u m a n ' i m p e r f e c t i o n s ' o r 'tedhapan' Product Strategy Features Building trust and connection by informing the consumers of the authentic ingredients that go intothe product. They may be ball-shaped. They are manufactured by extruding heated dough through a die that formsthe particular shape. Kurkure is a very popular andeasy making product. seasonings.O v e r th e y e a r s . curly. The spirit and twinkle of Juhi's personality complements and embodies what Kurkure stands for. straight. 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 .corn meal. Kurkure has found a home in the hearts& minds of all and enjoys the position of a strong Lovemark brand in India. Kurkure is a new age Namkeen and made of edible ingredients including rice meal. or irregularly shaped. All ingredients are such that are useddaily in all households today for preparation of various edible items. Embodying the spirit of India.All theraw materials used in Kurkure comply with the Prevention of Food Adulteration Act and Rules thatgovern the manufacture. edible oil. spices and condiments and fl avours. Also the introduction in other markets with a non-resident Indian population such as the UK is planned. Kurkure was Frito Lay's fi rst big hit in India and succeeded by making a host of Indian fl avours possible and popular in a fi nger snack. In India. Kurkure is a crunchy new age namkeen snack brand which symbolizes light hearted fun. salt. Pricing . it wascalled "Kurkure".analysts showed increasing interest in Indian spices in theUSA. environment and people safety have been maintained at very high level and this certifi cation is issued by OHSAS 18001-(OccupationalHealth and safety assessment series) . Ingredients While concerning the ingredients. These are in Channo ( Punjab ). Spices and Condiments and converted them to snack like eating crisp sticks that has never introduced before. Salt. T h e s e p l a n t s a r e a l s o a u d i t e d a n d c e r t i fi e d b y v a r i o u s e x t e r n a l a g e n c i e s . Kolkataa n d P u n e .Competitive pricing Strategy was adopted by the company in order to establish the brand inIndian markets. process. it contains major mixture of Rice Meal. Introduction of smaller packs targeted towards small quantity consumers andmiddle/ low income customers. A m e r i c a n I n s t i t u t e o f B a k i n g (USA). Edible Oil. Daily basis • At lunch .(USA). Usage Ku r ku re i s a l s o p o s i t i o n i n g i t s e l f o n t h e b a s i s o f i t s u s a g e . Price Range • Small Rs 5/• Medium Rs 10/• Large Rs 20/ Quality Standards Kurkure is made in automated plants in three locations. T h e s e certifi cations include HACCP (Hazard analysis and critical control point) certifi cation by TQCSI( A u s t r a l i a ) . I t s p r o m o t i o n a l c a m p a i g n s u r g e consumers to use it on.Gram Meal. The plants are also certified to ensure that the product. one of the best auditing body which confi rms process and product safety. Corn Meal. Our Plants areISO 14000 certifi ed which confi rms that the manufacturing process ensures environmental safety. w h i c h c o n fi rm s th a t p ro d u c t s a re m a n u f a c tu re d i n Fo o d s a f e t y e n v i ro n m e n t a n d m a n u f a c t u r i n g h a s a d e q u a t e c o n t ro l s t o e n s u re p ro d u c t tr a c k i n g . • Innovative flavor. Each Indian region has special snacks. Though the Indian snack market is highly fragmented with market dominated by home snacks or those sold by local vendors. changing . Increasein the nuclear families and working women enhanced the market potential of ready to eat productsand branded snacks. Banana wafers. In fact a brand by the name TakaTak tried to imitate it but failed miserably. The change in the family structure is also changing the food habits in India. samosas. affordable price and continuous communication to consumers. Easy to idnetify with. namkeens are few examples of large list of Indian snacks. anywhere Servings • With Chaat • With tea • With Raita • With drinks Occasions • Parties and celebrations USP • Desi brand name. Snacks some time consumed along with meals or tea. • Launching its product in indian fl avours.• Dinner • Anytime. coff eeand other beverages. Kurkure is a synonym of a crunchy food stuff . which diff erentiated it from their competitor itsunique advertisements which features the bubbly Juhi Chawla. chaklis. To meet the regional requirements Kurkure is launched in various fl avors like Masala. T h e p ro d u c t i s d e v e l o p e d i n a w a y t h a t i t i s having local taste and western chips. Kurkure is already available in the Indian stores in the U S a n d U K a n d Pe p s i w a n t t o ex p a n d i t t o m o re st o re s i n t h e ex i s t i n g g l o b a l m a r ke t s a s w e l l a s expand it to other potential markets. Kurkure is big success in Indian market. This made Pepsi totake this snack food to other global markets. According to the company. Biscuits. chilli. the late entrant in the Indian snack market decided to find niche market. potato wafersand papads are already branded and well received by the consumers. a ff o rd a b l e p r i c e a n d c o n t i n u o u s c o m m u n i c a t i o n t o consumer. green chutney etc VARIETIES • Masala Munch (Original) • Solid masti – masala twist • Green Chutney Rajasthani Style • Chilly Chatka • Tamatar Hyderabadi Style • Malabar Masala Style • Masala Twists(Solid Masti) • Desi Beats • Naughty Tomatoes • Hyderabadi hangama S . easy to carry and nutritious branded snacks.consumer lifestyle and health concernmade them to look for hygienic. In the Year 1999.thec o m p a n y l a u n c h e d Ku r ku re i n t h e I n d i a n M a r ke t . Kurkure’s success in the Indian market is mainlyf o r t h re e re a s o n s n a m e l y i n n o v a t i v e fl a v o r . Kurkure will retain its basic fl avor but will be adjusted to suit the local requirements. Pepsi. which carries 48 packs. N o s e co n d a r y p a c k i n g i s u s i n g .Ku r ku re i s a v a i l a b l e t o t h e c o n s u m e r o n l y i n p r i m a r y p a c k i n g .Sales of top snacks KURKURE ITC HALDIRAM OTHERES PACKAGING Style and design matter a lot on the outcome and response of the product. ‘Kurkure’ as the product(inside the pack and outside wrapper) has much attractive and catchy colors style and design whichattracts the customers alot. However they are delivered in container packing from production plant to shopkeepers or retailers. B a s i c c o l o r combinations are in green and red colors which all are eye catching. Kurkure comes in the air tight packingand packing material of Kurkure is of high quality so that product will remain fresh and its tastekeeps secure up to more than four months. Kurkure is available in the market in 3 diff erent packing. Kurkure has diff erent fl avors in the market so the eachfl a v o r h a s i t s o w n u n i q u e p a c k a g i n g c o l o r c o m b i n a t i o n a c c o r d i n g t o i t s t a s t e . Kurkure is available in three different sizes • 19 gm • 38 gm • 75 gm Promotion Strategy . Frito Lay announced plans to release Kurkure to American markets sometimein 2007. Range “Kurkure Flavors” • Masala Munch • Naughty Tomato • Chilli Chatka • . I t i s m a r k e t e d b y Hirani Industries Corp. It is one of the most popular food products in Indiatoday. Kurkure is acheeto-like snack and is the fl agship of Fr i t o L a y ' s I n d i a n d i v i s i o n . This decision was made after analysts showed increasing interest in Indian spices in theUSA. (USA incorporatedcompany) inKenya.Kurkure Tedha Hai Par Mera Hai Slogan: “Chai time masti time” Named after the Hindiword for "crunchy". Also the introduction in other markets with a non-resident Indian population such as the UK was planned.In November 2006. actorcelebrity Juhi Chawlaadvertises Kurkure.In India. Kurkure now on will be less about flavours and more about ingredients. What started off as an attempt to understand the infrequent Kurkure consumer. corn. We will have more surprising and untried ingredients in . staple Punjabi food.Green Chutney Rajasthani Style • Hyderabadi Hungama “Kurkure Desi Beats” • Deewana Tamatar • Dildaar Masala •Flirty Lime “Kurkure Solid Masti” • Masala Twists • Nimbu Masala StyleTo mark 10 years of its existence. T h a t m e a n t b u i l d i n g t r u s t a n d c o n n e c t i o n b y i n f o r m i n g t h e m o f t h e a u t h e n t i c ingredients that go into the product. Kurkure. FritoLay's Indian innovation in the salted snack market. apart from the usual rice.is changing tracks. spices and lentil.Fr i t o La y M a r ke t i n g D i re c t o r D e e p i ka Wa rr i e r s a y s : " We w a n t e d t o d e m y s t i fy Ku r ku re f o r thec o n s u m e r s . The product contains rajma and ragi. has become a tool that the company intends to use over the long term. says Sayantani Kar. or those who are notaficionados. underlining that the ingredients are as wholesome as what goesinto home-made food.It came out in December with a print campaign which told readers how Kurkure is made from whatcan be found in any Indian kitchen. in Indianized flavors like Tandoori Paneer Tikka (spiced cottage cheese) and Chatkila NimbuAchaar (tangy lime pickle). this campaign truly gives consumers a taste of Kurkure in the most innovative way!! Leading to replacement of Juhi on the Kurkure packs with p i c t u re s o f t h e i r o w n a n d t h e i r n e a r a n d d e a r o n e s . threw down the gauntlet in 2007 when it used itsex t e n s i v e d i s t r i b u t i o n n e t w o r k a n d a t t r a ct i v e d i sp l a y s h e l v e s t o l a u n c h a n d p o p u l a r i s e i t s s n a c k brand called Bingo at places where packaged snacks had not gone before and in fl avours that took Kurkure's strategy a notch higher. Powered by an exciting commercial showcasing crazy consumers tryingto grab the 'Kurkure frame' . The"Kurkure Chai Time Achievers" campaign: T h i s w a s t h e fi r s t o f i t s k i n d c a m p a i g n i n I n d i a . i t g a v e th e c o n s u m e r s c h a n c e to b e c o m e c e l e b r i t y o v e rn i g h t b y p r i n t i n g t h e i r p h o t o g r a p h s a n d .our product this year.their ticket to famedom. This was perhaps a move to outdo competition from ITC’s snack brand Bingo.Kurkure's move to highlight its ingredients could be a departure from what other brands are doingand would refresh its brand recall in a category driven by impulse purchases. which was launched in March2007.Kurkure reacted by launching new fl avours and a variant that looked similar to Bingo called DesiBeats. FritoLay. A n a t t e m p t t o c o n t ro l p o r t i o n s c o n s u m e d b y u s e r s h a s s e e n i t l a u n c h R s. the company launched KurkureXtreme. including FritoLay's own Aliva. Its Snack Smart initiative has cut out trans-fat from its products and changed the oil used for Kurkure to rice bran which cuts saturated fat by 4 0 p e r c e n t. Marketing on the basis of ingredients will also help Kurkure stave off competition from a growingtribe of roasted snacks. It also upped its distribution by going to cyber cafes and telephone booths.In order to add further zing to its product portfolio. in January 2008. the Kolkata-based FMCG major. and expects salesto go up 20 per cent. a limited edition variant in two flavors—Risky Chilli and Electric Nimbu (lime).3 p a c k s o f brands such as Kurkure." She says the print ad has already generated a positive response. has been active in addressing the need for healthier snacking habits not just through its roasted snack brand. the snack food division of PepsiCo. ITC. Stressing on ingredients that echo wholesomeness would consolidate its stand. l a u n ch e d i n M a y 2 0 0 7 a i m i n g a t p ro m o ti n g versatile usage of Kurkure. Parle Product's Monaco Smart Chips and Parle Agro's Hippo.However. re c i p e s o n a m i l l i o n Ku r ku re p a c k s . . Volumes shot by 20% in just one month.000 recipes pouring in. with over 100. For a brand holding out the reward of instant fame to its consumers. T h e company claims to have received an overwhelming response. Sales have increased by 19% over last year. Kurkurehas indeed delivered on its promise.within just 6 weeks.