Kurkure Case Study || Branding Strategy of Kurkure || Marketing Strategies for Businessman

Summary

The script narrates the successful launch and marketing strategy of Kurkure, a popular Indian snack brand by PepsiCo India. It emphasizes the product's unique launch without direct competition, innovative marketing in Chandigarh with extensive visibility, and strategic sales techniques. The story highlights increasing customer base, usage frequency, and quantity through targeted advertising, regional flavors, and creative promotions, providing valuable lessons for business growth.

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Q & A

What was the unique selling proposition of Kurkure when it was launched?

Kurkure was launched as a completely new category of snacks, different from traditional namkeens or chips, which allowed it to avoid direct competition and establish its own market niche.

How did Kurkure's marketing strategy differ from traditional snack launches?

Kurkure's marketing strategy involved a massive launch in Chandigarh, covering the entire city with posters and banners to create a strong brand presence. It also innovated by placing displays outside of stores rather than inside, increasing visibility and demand.

What was the significance of the 220 trials conducted before Kurkure's launch?

The 220 trials were conducted to finalize the product's taste and texture. After these trials, Kurkure was shortlisted as one of the 30 finalists and eventually launched, indicating a rigorous process of product development and refinement.

How did Kurkure leverage regional flavors to expand its market?

Kurkure expanded its market by launching region-specific flavors such as Punjabi Kaddhi, Mumbai Chutney, and Bengali Jhal Muri, which catered to local tastes and increased its appeal across different states in India.

What was the target audience for Kurkure during its initial launch?

The initial target audience for Kurkure was families, as indicated by the marketing campaigns that featured family-oriented advertisements and the product's positioning as a snack suitable for all age groups within a family.

How did Kurkure's marketing campaign evolve to increase its customer base?

Kurkure's marketing campaign evolved by targeting a broader demographic, including individuals and various segments of the population, and by expanding to different regions with unique flavors to cater to local tastes.

What was the 'Luty Chawl' campaign, and how did it contribute to Kurkure's success?

The 'Luty Chawl' campaign was a marketing strategy that involved starting with Kulkarni, a popular actress, to establish the brand. It aimed to make Kurkure visible and accessible to the masses by leveraging the popularity of a well-known figure.

How did Kurkure use the concept of 'Tea Time' to increase its sales?

Kurkure identified 'Tea Time' as a potential opportunity to increase sales by positioning the product as a snack that could be enjoyed with tea, a common practice in Indian households. This strategy helped to establish Kurkure as a regular snack option.

What was the innovative display strategy adopted by Kurkure for its product in stores?

Kurkure innovated by placing its displays outside of stores, creating a high-visibility setup that attracted customers' attention and differentiated it from competitors who typically displayed products inside the store.

How did Kurkure's marketing strategy address the issue of competition from similar products?

Kurkure's marketing strategy addressed competition by launching a unique product that did not directly compete with existing snacks like chips or namkeens. It created a new category for itself, thus avoiding direct competition.

What was the role of 'Kurkure's different flavors' in its marketing and sales strategy?

Kurkure introduced different flavors to cater to diverse tastes and increase the product's appeal. This strategy allowed it to reach a wider audience and keep the product interesting and appealing to consumers, thereby increasing sales.