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?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategy
• Marketing communication
• Branding
• Advertising

Keywords

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