SWOT ANALYSIS OF KURKURE

SUBMITTED BY
MITHILA WANDHARE (D 21) SNEHA SHRIVASTAVA (D 51)

INTRODUCTION

Frito lay is a division of PepsiCo Founded-1961 Founders-The Frito Company, H.W. Lay & Company President & CEO of Frito-Lay's Albert P. Caery

INTRODUCTION OF THE PRODUCT

Frito Lay India targeted a niche in the market Kurkure is named after Hindi word crunchy. Kurkure is the flagship of Frito-Lays Indian Division, It was launched in India in 1999. The snack comes in 4 flavors.

ECONOMIC FACTORS
OPPORTUNITIES:
Per Capita Income Rise from Rs. 12000 (2002) to Rs. 38084 (2008). Decrease in Inflation Rates implies higher disposable income. Kurkure is biggest contributor of Frito lays 300cr.revenue

THREATS:
The purchasing power of the consumers has decreased due to recession. FDI increases to 49% from 26%in financial year 2008-09

LEGAL FACTORS

ISO 14000 certified HACCP (Hazard analysis and critical control point) certification by TQCSI (Australia) OHSAS 18001-(Occupational Health and safety assessment series) - (USA).

COMPETITIORS
DIRECT COMPETITION
ITCs Bingo Parles Musst chips and Musst sticks

SIBLING COMPETITIORS

Lays, Cheetos

ACROSS CATEGORY
Haldiram Takatak It is a strong competitor of Kurkure

INDIRECT COMPETITIORS
Lehar snacks Diamond kurmure Homemade chips

SUBSTITUTECOMPETITIORS
Haldirams Snacks Bikaneri Snacks Bhelpuri

NEW ENTRANTS
Parles Musst sticks and Musst chips Aliva

CUSTOMERS CHOICE
OPPORTUNITIES
Increase in number of female professionals A bridge category between Indian namkeens and western offerings like potato chips

THREATS
Contains large amount of salt Consists of various added flavors and preservatives

PRODUCT
Easily available Available in different flavors Kurkure chilly chatka Kurkure south special Kurkure east paraa tok jhal Kurkure gree chutnry Rajasthani flavor Kurkure tea time snack

PRICE
Kurkure is available at cheap price. Price ranges from Rs 5 Rs.10.

POSITIONING
Kurkure is one of the largest selling product of Frito lay. It focuses on quality of the product Brand ambassadors Juhi Chawala and Kareena Kapoor

DISTRIBUTION
Easily available in small retail stores. An excellent customer connects through a 360 degree communication

CUSTOMER RELATIONSHIP MANAGEMENT

Attract Indian customers with its impressive taglines teda hai per mera hai, chala Kurkure ka chakkar Kurkure chai time masti Constitutes rice meal, gram meal, corn meal, salt, seasonings, edible oils, etc. People buy it frequently as a tea time snack Performs relationship marketing to achieve CTV to further convert it to CLV. It provides goods at pre as well post consumption level.

TECHNOLOGICAL FACTORS
O P T I M I S T P E S S I M I S T

Career Fast forward

Family New age nurtures

Entertainment Mouse potatoes Gadget grabbers Media junkies

Techno strivers Digital hopefuls Hand shakers Traditionalists