Marketing91

  • Home
  • All Tutorials
    • Marketing
      • Advertising
      • Branding
      • Sales
      • Retailing
      • Consumer Behavior
      • Customer Management
      • Distribution
      • Market Research
      • Pricing
      • Product Management
      • Strategy
      • STP Marketing
      • Services Marketing
    • Digital Marketing
      • Blogging
      • SEO
      • E-commerce
      • Email marketing
      • Social Media Marketing
      • Facebook Marketing
    • Brands Analysis
      • Marketing Mix
      • SWOT of Brands
      • Strategies
      • Competitors
      • Lists
    • Management
      • Communication
      • Leadership
      • Decision Making
      • Team Management and Delegation
      • Organizational Management
      • Motivation
      • Personal Development
      • Project & Risk Management
      • Time Management
      • Operations Management
    • Careers
      • Interviews
    • Business
      • Business Models
    • Human Resources
    • Skills
  • News
  • About Us
    • Contact Us
  • Academy
Home » Marketing Mix of Brands » Marketing Mix of Kurkure – Kurkure marketing mix

Marketing Mix of Kurkure – Kurkure marketing mix

June 7, 2023 | By Hitesh Bhasin | Filed Under: Marketing Mix of Brands

Marketing mix of Kurkure

Kurkure is a tasty snack that means crunchy. Kurkure is made up of tasty corn puffs with added flavors that are packaged and distributed in the market under the brand name Kurkure. In the year 1999, this Indian brand was launched under the ownership of PepsiCo. Kurkure has been presented as a fun snack that can be eaten at all times. Although it seems that, it is a simple snack but due to lots of flavors and variants, this snack is no longer an unassuming one. Its success has been exceptional and phenomenal and it has succeeded in carving out a name for itself. Kurkure has redefined all boundaries of packaged snacks in Indian market.

Some of the brands that try to give it a competition are as follows-

  • Parle
  • Perfetti
  • Hadrian’s
  • Balaji Wafers
  • Prakash Snacks

About Kurkure

  • Type: Kurkure is a brand of spicy, crunchy puffed corn snack.
  • Industry: Food and beverage
  • Founded: 1999
  • Founders: Rahul Jain, Nikhil Gupta, and Ajay Gupta
  • Headquarters: Gurgaon, India
  • Area served: India, Pakistan, and Bangladesh
  • Current CEO: Aloke Bajpai
  • Number of employees: 10,000
  • Major products: Kurkure is available in a variety of flavors, including Original, Masala Munch, and Chilli Chatka.

Product in the Marketing mix of Kurkure

Kurkure is a small stick shaped snack with spicy flavors where the main ingredients are vegetable oil, spices, salt, corn, rice and chickpea flour. This delicious and mouthwatering snack is available in many flavors. The customers get to choose from enjoyment to health.  Under the health product portfolio the company has item like Quaker Oats and for pure enjoyment, there is kurkure in lots of delicious and lip smacking flavors. Some of them are as follows-

  • Monster Smiles
  • Corn Cups
  • Solid Masti in variants like Nimbu Masala Style and Masala Twists
  • Puff Corn like Yummy Cheese and Mad Masala
  • Desi Beats in flavors like Flirty Lim, Dildar Masala and Deewana Tamatar
  • Monster Paws like Funky Tomato and Mad Masala
  • Hyderabadi Hungama
  • Zig Zag
  • Puff Corn
  • Naughty Tomatoes
  • Masala Twists
  • Malabar Masala Style
  • Tamatar Hyderabadi Style
  • Chilli Chatka
  • Masala Munch
  • Green Chutney

The company has taken special care to maintain the local flavor for instance the flavor in the Punjab market is different from the flavor of Gujarat or Bengal. This regional flavor segmentation is being done because the brand wants to cater to the whims of different sections of the society. It also wants to answer the competition from through new and innovative ideas. Under this game plan, the company has decided to use dal in three varieties like South Spice Mix, Bengali Jhal and Mumbai Chatpata Usal. The uniqueness of its taste is because of the usage of every day ingredients of Indian Kitchen like Rajma, Pulses and local spices.

Also Read  Kelloggs Marketing Mix

Place in the Marketing mix of Kurkure

Although Kurkure is an Indian produce that is manufactured and sold in all the parts of the country but it has started gravitating towards other countries also because of its huge demand and popularity. In order to reach every nook and corner of the country it has established a very well planned and detailed distribution network. The age-old concept of C&F, then the distributor, then the dealer, and finally the retailer and then consumer is also used over here.

This is done to make the products available at all the various big and small stores throughout the country. The products are easily accessible at the general stores, high profile outlets and super markets. The company has even supplied huge stands, in order to display their products at all the points. This is to increase the product visibility in the eyes of the children who are the main consumers and the deciding factors in any household.

Kurkure has launched its unique product in the neighboring country Pakistan. In the year 2007, PepsiCo’s local division PepsiCo Pakistan manufactured and launched this product. Later Kurkure was also introduced to the American market, the UK market and in Eastern and Western Canada.

Price in the Marketing mix of Kurkure

The right pricing policy is very important for any product as it is a determining factor in the consumer’s choice. The method adopted by kurkure is the perceived value strategy of pricing. In these changing times, the condition of the market is a bit volatile. Hence, the company has appointed executives who with the help of advanced technology arrive at the different pricing ranges of its own product as well as the products of the competitors. They then arrive at a pricing strategy that is beneficial for the company and is affordable to the buyer.

The brand kurkure has decided to keep a reasonable pricing policy for its products. All the items are available in different quantity packs and each pack is rated according to its quantity. The pricing range starts from Rupees five, rupees ten, rupees twenty and extends to the family pack’s rupees thirty. The company has kept the pricing strategy competitive.

Also Read  Marketing Mix of Snapdeal - Snapdeal Marketing Mix

Promotion in the Marketing mix of Kurkure

Kurkure was specifically launched to grab the namkeen market and to do so it followed a very well scripted promotional policy. The brand invested heavily towards product innovation and its marketing policies. In order to keep its image vibrant and sparkling it has come up with various winners. The company’s first campaign had the line “Kya karein control nahi hota” and it created the image of irrestible and appealing munchies.

The next campaign succeeded in capturing the imagination of the nation with its tag-line “Jo bhi khaye kha ke mast”.The idea was to present the unique flavor of the product to the common person. Once the company had established its firm footing in the market it started highlighting about its values, taste and the distinct Indian flavor. Later it decided to accept the most challenging of all challenges, which was to project its product as a snack that a family eats together. In the year 2004, in a surprise move the brand roped in the actor Juhi Chawla as its brand ambassador. Rest they say is history. The bubbly and homely actor proved to be a blessing in disguise for the brand and took it to heights that even the brand had not imagined.

Over the years, the association continued where Juhi and kurkure became synonyms of each other. Later it presented kurkure as an evening snack to be eaten with the family members at teatime. The most successful of the kurkure taglines has been “Teda hai par mera hai” featuring first Juhi Chawla and later a happy family with Parineeti Chopra, Kunal Kapur, Boman Irani and Farida jalal. The company also launched a scheme where special gift packs were launched during the Diwali season.

Liked this post? Check out the complete series on Marketing Mix

About Hitesh Bhasin

Hi, I am an MBA and the CEO of Marketing91. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. You will generally find me online at the Marketing91 Academy.

Related posts:

  1. Marketing Mix of LG – LG marketing Mix
  2. Marketing Mix of Hewlett Packard – HP marketing mix
  3. Marketing Mix of Baskin Robbins – Baskin Robbins marketing mix
  4. Marketing Mix of General Electric – GE Marketing mix
  5. Marketing Mix of Hilton Hotel and Resorts – Hilton Hotel and Resorts Marketing Mix
  6. Marketing Mix Of Bookstores.com – Bookstores.com Marketing Mix
  7. Marketing Mix of Diet Coke – Coke Marketing Mix
  8. Marketing Mix Of Fiama Di Wills – Fiama Di Wills Marketing Mix
  9. Marketing Mix of Urban Ladder – Urban Ladder Marketing Mix
  10. Marketing Mix of WordPress – WordPress Marketing Mix
Not found what you are looking for? Search this website.

Comments

  1. yogesh rahate says

    hi hitesh
    I love your stuff.. Since i am from the marketing field i really need those posts from your side. It really helped to clear the basics of marketing and other related topics. though im not an mba but my knowledge after going through your posts is at par….

    thanks again

    regards

    yogesh

    Reply
    • Hitesh Bhasin says

      Thanks Yogesh for the good words :) I will keep them coming as fast as i can

      Reply
  2. Thomas Maramba says

    I love your staff keep me updated am finding it helpful during my sales activities

    Reply
    • Hitesh Bhasin says

      Glad to be of help Thomas

      Reply
  3. Vinita says

    I request you to provide data with each headings and classification . This will make students easy to understand.

    Reply
    • Hitesh Bhasin says

      Ok. I will try to improve on this front.

      Reply
  4. aeman nasir says

    hello Hitesh?
    it will be very helpful for me if you will provide the data about the revenue they generate from this product kurkure from India and as well as Pakistan. as i have a project on this product. i am a student. and i am not getting any relevant information.
    thans, i will be waiting for your reply.

    Reply
  5. Sarvesh modani says

    We are having the Kurkura and puff machines. We are interested in doing kind of job work.if anyone needs Kurkura .pls contact us sarvesh modani 9618833393

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Digital Marketing: Definition, Importance, Types, Skills and Tools
  • 9 Characteristics of Quality
  • What is Television Advertising? Characteristics, Types & Examples
  • What is Women Entrepreneurship? Features, Functions and Characteristics
  • Consignment Sales: Definition, Advantages and Disadvantages
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Marketing91 Team
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Editorial Policy
  • Advertise
  • Contact us
  • Sitemap

WE WRITE ON

  • Marketing
  • Management
  • Strategy
  • Skills
  • Careers
  • Digital Marketing
  • Business
  • Human Resources
  • Operations Management
  • Marketing News
  • SWOT's
  • Marketing mix's
  • Competitors
  • Strategies
  • Lists
Search
[email protected]

Copyright © 2023 Marketing91 All Rights Reserved