Kurkure's Innovative Marketing Strategies*

Abstract:

In 2010, Kurkure, a snack brand of Frito-Lay in India, launched yet another offering in the market, the Funjabi Kadhai Masala. Over the years, the company had launched various products under this brand and also backed these up with innovative marketing campaigns. Encouraged by the growing popularity of Kurkure among Indian consumers, the company also had plans to launch its products in Western countries. Would the product receive the same response abroad as it had in India?

Issues: » Marketing strategy » Marketing communication » Branding » Advertising Introduction In 1999, PepsiCo's (Pepsi) snack food division, Frito-Lay , launched its product Kurkure in the Indian salted snack market. The snack proved to be an instant success. By the early 2000s, Frito-Lay had become a major player in the Indian salted snack market with a market share of above 40%. Since its launch, Kurkure had been focusing on introducing various flavors using simple, authentic ingredients available in any Indian kitchen...

Questions for Discussion:

1. What have been the Critical Success Factors for Kurkure?
2. Do you think continuing with the same strategy of involving the customer in product promotion will ensure Kurkure’s success in the coming years or does the brand need to change its strategies significantly? Discuss.
3. Discuss whether Kurkure will be able to achieve the same success abroad as it has in India.

Key words:
Kurkure, snack food/market, innovation, strategy, consumers, campaign, flavor, ingredients

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