...Brand Management Assignment On Positioning of Kurkure Course Facilitator Prof Rajeev Kamble Submitted By Sandip Bose Roll No. 2013256 (PGDM 2013-15) Kurkure: Nice snacking experience Kurkure – A Pepsico product which was launched in 1995, came into the market introducing snacks. It mainly competed with the namkeen available in the market. Evening snacks which in India is known for namkeen is eaten everywhere. Kurkure did significantly well to replace it by introducing snacks. Kurkure was launched initially as a sub brand under Lehar and later in 2001 they stepped out from Lehar. In 2005, they targeted the “Evening Tea time” as their positioning. In 1990‟s, Indian market was dominated by local unorganized brand of namkeen. Also Haldiram and Bikaner bhujiya was preferred by most of the people. Kurkure had to struggle a lot for making its own place in traditional lovers of namkeen. And they succeeded well and took 43% of snacks market under them. POSITIONING OF KURKURE Kurkure always placed itself as family snack. It was always in minds of Indians to sit together either on tea or coffee and have chit chat. Kurkure took this as positioning element and in every advertisement it positioned Kurkure to replace the evening namkeen offered during that time. UNDERSTANDING KURKURE POSITIONING Appointing Brand Ambassador Company thought of injecting a fun element in the brand which consumers would like to have in Kurkure. In that way, company took time to choose the...
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...PepsiCo's Lays, Kurkure lose market share to local players like Yellow Diamond and Balaji Ratna Bhushan, ET Bureau Nov 23, 2012, 10.04AM IST Tags: Sequoia|private equity|PepsiCo Foods|Pepsi|Nielsen|Market|Lays|Kurkure|ITC|FritoLay India|FritoLay|DFM Foods|chips|Bingo (PepsiCo's Kurkure and Lays…) NEW DELHI: Top snacks maker PepsiCo Foods has started slipping with a slew of smaller and regional brands eating into the market share of its flagship brands Kurkure snacks and Lays potato chips. Kurkure and Lays, which dominate the Rs 9,400-crore Indian snacks market, have begun losing share to regional players such as Gujarat-based Balaji, Indore's Yellow Diamond and DFM Foods' Crax in addition to some variants of ITC's Bingo snacks, which are matching the multinational on pricing, variants and regionalisation. Industry official quoting Nielsen data said both Kurkure and Lays' market shares slipped 2-3% in the April-September period, while some others like ITC's Bingo, Balaji, Parle and even Yellow Diamond have gained. Nielsen data also shows that PepsiCo Foods' ( FritoLay India) share in overall western snacks has slipped to 40% last fiscal from 48% in 2009-10. A PepsiCo spokesperson said the company doesn't comment on market shares, which "fluctuate from quarter to quarter". "This year we have further strengthened our market position in all potato chips, Kurkure, baked snacks and traditional namkeen that we operate in, with more than 25 new launches including...
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...Comparative Test Brand Rank Weight Price (in gm.) (in `) potato Chips Bingo Parle Lays Haldirams Pringles Uncle Chips 1 2 3 4 5 6 7 8 9 1 3 4 66 84 63 66 182 72 200 60 18 130 110 120 150 20 20 20 15 122 20 42 10 5 20 15 20 20 Branded Chips & Snacks Stay within Munching limits! Bikano Balaji Diamond Snack Food Kurkure Bikano Chatex Parle Fulltoss Haldiram’sTakatak 2 Branded chips and snacks have become part of the daily diet for rural and urban kids in india. Working parents prefer to buy the branded chips and snacks as they believe that these are prepared hygienically and will provid some amount of energy and nourishment that the children are deprived of because of their parents busy schedules. Parents tend to forget that chips and snacks are fillers and not a whole meal that provides nutrition in some proportion. Consumer VOiCe did comparative testing of well known chips and snacks brands to find out how well these products perform on health and hygiene parametres . Fortunately all the tested products were endorsed as hygienic and as far as being healthy, the manufacturer were playing with words – ‘no added msg’, ‘edible oil’, ‘iodized salt’. So many different names confusing even educated consumers searching for definition of these words in dictionaries rather than being able to make a quick decision as to which product is most suited for them. Read our report to help you make a better choice next time! F rom being a poor man’s staple diet ensuring sufficient...
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...Namkeens form an integral part of the evening snacks of Indians they are constitute an important part of the Indian packaged food market. India is home to numerous top namkeen brands like Kurkure, cheese balls and Bhujia. Namkeen or salted snacks are a part of the snacks consumed by Indians. Since Indians are known worldwide for their tasty tangy and spicy food habits the snacks industry in India is huge is no surprise. The Namkeen market in India is magnanimous which consists of both the organized and the unorganized sectors. The unorganized Namkeen market consists of home made and loose salty snacks generally sold in small Kiranas. The branded or the organized Namkeen segment in India is increasing virtually by the day. Some of the major players in the Indian Namkeen market consist of Haldiram Foods Frito-Lay India Mc Fills. The top namkeen brands in India are generally products offered by Haldirams and Frito Lays. Synonymous with the salted snacks industry in India is Haldiram Food. Haldirams is known for its large variety of to brands that have been ruling the Indian snacks industry for over decades now. Consumers in India in a way have become accustomed to the products of this particular brand. Products of Top Namkeen Brands in India Leher Namkeens Cheetos (snack balls) Leher Kurkure Potato Rackets Nutyumz Cheese Balls Corn Puffs Hi Protein Crispies The Indian snack market offers around 1,000 snack items. The branded namkeen segment consists of 40% market share...
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...PERFETTI VAN MELLE Project on STOP NOT By MANAGING DIRECTOR-PERFETTI VAN MELLE SAMEER SUNEJA MANAGING DIRECTOR, PERFETTI VAN MELLE INDIA Sameer Suneja, Managing Director, Perfetti Van Melle has been with the Indian confectionery major for 15 years now. Accredited as among "India's Hottest Young Marketers" in 2005 by Brand Equity and also one of "India's Hottest Young Executives" in 2008 by Business Today, Sameer is largely responsible for building the brands at PVM and creating some memorable and award winning advertising. Sameer joined PVMI during its start up days and has played a key role in the company's distinguished growth over the years. Perfetti Van Melle is the undisputed leader in sugar confectionery today and most of its brands are market leaders in their respective segments. Sameer joined the company as a Brand Manager in 1997 and subsequently moved to Milan for an International Marketing assignment where he spent a couple of years. He returned to India in early 2002 and was the Head of Marketing and subsequently became Head Sales and Marketing. He became the Managing Director three years ago and is among the youngest Managing Directors in the country running a company with a turnover of 1200 Crores. During his stint as a Managing Director, the company has seen exponential top line and bottom line growth. An MBA from IIM Bangalore ('94 batch), he started his career at Colgate Palmolive. From there he moved on to Frito-Lay before joining Perfetti...
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...1. Consumer attitude: - Meaning: -An attitude may be defined as a feeling of favorableness or un-favorableness that an individual has towards an object (be it a person, product or services.) Consumer attitude towards “LAYS” A feeling of like/dislike towards the product forms consumers’ attitude towards that product which can be either positive or negative. In context with Lays, the company has formed its image in such a way that from children----parents…. to grandparents all are not only aware about the product but also eat the product whenever they are hungry!! The company has built positive image in all age type of consumers mind through its QUALITY and now it has become so much popular that whenever we say chips the immediate response is “LAYS”. Thus, positive attitudes towards the product and its brand have lead to purchase of product. In terms of consumer behavior attitude of consumer towards Lays product is formed through: - * Product offering: -“Lays chips” as a product hygienic and can be eaten whenever hungry * Brand: -Lays has positioned its brand in such a way that when we think about chips our immediate response to it is “LAYS” * Price: -Along with good quality and brand name it provides the product with good reasonable price sustaining its brand name. The lays packet is available in Rs 5, Rs 10, Rs 20 and also family pack fulfilling demand of each type. * Store and dealer: -The distribution of the company is such that it is available...
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...Case Challenge Bingo! Mad Angles July 2012 Instructions: Registered Teams will submit a case analysis document comprising no more than 5 pages of single spaced, 12-point font (including illustrations and excluding TOC, Cover page). Along with the word document each team must submit a 10-slide presentation of the case analysis/solution suggested. There is no pre-determined structure to analyse the case. Participants are free to use any format which best illustrates and provides convincing arguments for their idea. Wherever necessary, the participants must make references to the sources of information and data. Case presentations will be judged based on identified criteria – the originality, creativity and uniqueness of the idea will receive the highest weightage; the implementability, sustainability and scalability of the idea; its fit with ITC’s vision and the manner in which it can leverage ITC’s strengths; the thoroughness of research, analytics and economic logic used to defend viability and execution of the idea. Last date for submission of case solutions is 7th August 2012. Teams must send their entries to the email ID provided for the campus. For full details please refer to the Interrobang Season 2 Case Challenge Brochure available with your Campus Point of Contact or contact interrobang@itc.in ITC Interrobang Season 2 Case Challenge : Bingo! Mad Angles Bingo! Mad Angles ITC Interrobang Case Challenge 20121 The early 2000’s at ITC Limited Headquarters,...
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...Men Clothing Brands Milk Brands New spaper Brands Restaurant Chain Brands Car Brands Coffee Brands ice Cream Brands Mobile Brands Detergent Brands Face Wash Brands Baby Toy Brands Skin Care Cream Brands Soap Brands Tooth Paste Brands Bathroom Fittings Brands Top Namkeen Brands in India Buy Sell Rent Properties Initially Namkeen in India was usually made at home but with the increasing number of companies coming up with cheap and good quality salted snacks the home made namkeens were replaced by packaged ones available in markets and shops. Since Namkeens form an integral part of the evening snacks of Indians they are constitute an important part of the Indian packaged food market. India is home to numerous top namkeen brands like Kurkure, cheese balls and Bhujia. Namkeen or salted snacks are a part of the snacks consumed by Indians. Since Indians are known worldwide for their tasty tangy and spicy food habits MBA Admissions 2014 the snacks industry in India is huge is no surprise. The Namkeen market in India is magnanimous which consists of both the organized and the 1 Yr...
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...Marketing Environment in India The market environment is a marketing term and refers to all of the forces outside of marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The market environment consists of both the macro environment and the micro environment Demographic factors Study of human population in terms of size, density, location, age gender, race, occupation, other stats India’s demographic report findings * Estimated 1.1 billion people live in India, that makes India 2ND most populous country in the world * 70% of the population lives in rural areas, that trend is slowly changing due to migration to urban area, which is largely due to rapid urbanization * India’s largest urban agglomerate are Mumbai, Chennai, Kolkata, Delhi, Hyderabad & Bangalore. * One of the largest middle class in the world, with rising income. * Has one of the largest & youngest populations in the world with very high aspiration Example of How have companies responded to the changing environment? * Young group attracted competitors in the area of motor bikes, readymade garments, mobile phones ,soft drinks(coke,pepsi,gatorrade,red bull), fast food chains (mc Donald, kfc,dominos) * 50% population is woman and their traditional roles have also changed, most women are self-confident and also educated and empowered. This shift has resulted in a whole range of new products like ready to cook, ready...
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...STUDENT’S UNDERTAKING “The project is submitted to Jagan Institute of Management Studies, New Delhi, as a part of fifth semester project for Bachelor of Business Administration Programme.” Mentor Achin Vasudev PREFACE The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manager may be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join Bikano one of the good company in FMCG sector in the world. I gained lot of experience and confidence over the past eight week which will further help me to take the future responsibility in my professional life. During this period I was given to find out the “competitive analysis of packaged food industry in context of traditional sweets, snacks, namkeens opportunities and challenges ahead” and also the “Findings and Result of New Product Development”. In the training program I had tried my level best to arrange the work in systematic and chronological way. This endeavor work shall provide the Bikano marketing department, an idea about the market...
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...ABSTRACT The Summer Internship Project at PepsiCo is focussed towards studying the Sales & Distribution process along with checking the Retailer’s awareness level towards Tropicana fruit juices & to further create awareness about its flavours so as to increase its sales. Initially I started by visiting retailer’s outlets with Pre-sales Representatives (PSRs) to know the basic routine work of merchandising & taking sales order. There I came to know about the importance of merchandising in FMCG sector as it deals with display of all products in such a way that it stimulates interest and entices customers to make a purchase. So I worked on rectifying execution in A and core outlets in terms of cooler charging, warm display & FMO (Focused Month Objective) execution. I had also to maintain cooler purity which means that Pepsi cooler has to be filled only with Pepsi products according to Plan-O-gram, which defines the particular manner of displaying Pepsi products in cooler. Next step was to observe and keep a track of all other competitive brands which were affecting the sales of Pepsi products. Side by side I was studying fruit juice market in Trivandrum which is developing steadily as consumer preferences are changing due to greater disposable income & increase in health consciousness. To know about the retailer’s awareness about Tropicana fruit juices I performed a retailer’s survey through which I came to know about how much aware are retailer’s about Tropicana’s ...
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...Marketing principles Name Institution Marketing principles (ISBN) 978111862417-3 The Pepsi Brand A report with respect to marketing mix and positioning/branding of the Pepsi brand Executive summary Pepsi is a global renowned brand produced by PepsiCo, the company that is well organized and operates nearly throughout the world. Pepsi is doing perfectly well in the Pakistani market as a number one soft drink rivaling Coca Cola. Even though Coke’s primary power is its brand name, Pepsi has a quick diversification and aggressive marketing strategies that develops and promotes new ideas and brand packaging. According to an analysis made in the beverage industry in the global market, Pepsi is set to become the globe’s leading soft drink as worldwide consumption of such drinks is rising by 10% per year. This report will analyze and evaluate the marketing mix that Pepsi has used ever since, to retain the second rank in soft drinks category, the way the company positions the brand to retain its customers, and further suggestions to cope with the challenges. Introduction Pepsi is a carbonated soft drink manufactured and distributed by PepsiCo. Through the early sixties, soft drinks were the same as “colas” in consumers’ minds. However, in the eighties and nineties, other beverages became more popular. This forced Pepsi to expand their offerings via acquisitions and alliances. Today, even though the soft drink industry’s value has risen, the quantity...
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...ACCURATE INSTITUTE OF MANAGEMENT AND TECHNOLOGY SUBMITTED TO: SUBMITTED BY: Prof. Mukesh Sehrawat KARAN WALIA AIMT DM13151035 ABSTRACT The first and foremost reason of taking up this project was the great growth shown by Bingo chips even after the presence of well established competitors such as Pepsi Co. What I have tried to understand in this research is the satisfaction level and the preference of consumers towards Bingo chips introduced by ITC. I even intend to study the most popular flavor of Bingo chips in the market amongst the sample chosen. Wafer and Snack industry are a very minor part of the food processing industry as the snack sector is largely unorganized. For this a survey was conducted in GREATER NOIDA where respondents were asked to fill a questionnaire The data was collected and analyzed to obtain conclusions This report carries an introduction of the company profile, detail of the methodology followed detailed data analysis and the results so obtained with the variety of graphs along with given. Table of contents S.No | TOPICS | 1. | Acknowledgement | 2. | Overview about the snack industry | 3. | SWOT analysis of snack industry | 4. | Company Profile...
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...Entity: PepsiCo, Inc. Source: Form 10-K filed with SEC for fiscal year ended December 27, 2014 (via SEC Edgar) PepsiCo has six (6) (divisions) segments, which they report on all of them. Frito-Lay North America (FLNA): makes, markets, distributes and sells branded snack foods. These foods include Lay’s potato chips, Doritos tortilla chips, Cheetos cheese-flavored snacks, Tostitos tortilla chips, branded dips, Ruffles potato chips, Fritos corn chips and Santitas tortilla chips. FLNA’s branded products are sold to independent distributors and retailers. In addition, FLNA’s joint venture with Strauss Group makes, markets, distributes and sells Sabra refrigerated dips and spreads. Quaker Foods North America (QFNA): makes, markets, distributes and sells cereals, rice, pasta, dairy and other branded products. QFNA’s products include Quaker oatmeal, Aunt Jemima mixes and syrups, Quaker Chewy granola bars, Quaker grits, Cap’n Crunch cereal, Life cereal, Rice-A-Roni side dishes, Quaker rice cakes, Quaker oat squares and Quaker natural granola. These branded products are sold to independent distributors and retailers. Latin America Foods (LAF): markets, distributes and sells a number of snack food brands including Doritos, Cheetos, Marias Gamesa, Ruffles, Emperador, Saladitas, Lay’s, Rosquinhas Mabel, Elma Chips and Sabritas, as well as many Quaker-branded cereals and snacks. These branded products are sold to independent distributors and retailers. PepsiCo Americas...
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...Overview and Strategy PepsiCo has the world's largest portfolio of billion-dollar food and beverage brands, including 22 different brands that each generate more than $1 billion in annual retail sales. As well as our core brands—Pepsi-Cola, Lay's, Quaker Oats, Tropicana and Gatorade—we make hundreds of other nutritious and delicious, convenient and fun foods and drinks that bring joy to our consumers in more than 200 countries worldwide. With annualized revenues of approximately $60 billion, approximately 294,000 of PepsiCo's associates are united by our unique commitment to sustainable growth, called "Performance with Purpose." By dedicating ourselves to offering consumers a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of our continued sustainability efforts, PepsiCo was named for the fourth time to the Dow Jones Sustainability World Index (DJSI World) and for the fifth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2010. For the second year in a row, PepsiCo was the top performer in the Beverage Sector. For PepsiCo, the benefits of global expansion include: maximizing growth potential, gaining global scale and achieving geographic diversity. Emerging markets account for a notable portion of PepsiCo's revenue. With faster...
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