INTRODUCTION The Indian snacks market is worth around US$ 3 billion .The unorganized snacks market is worthUS$ 1.

56 billion .Potato chips and potato-based items from 85 per cent of the Market. Haldiramsa n d I T C a r e s o m e o f t h e l e a d i n g p l a y e r s . F r i t o L a y , w i t h a m a r k e t s h a r e o f 4 5 p e r c e n t ( U S $ 5 5 0 million) dominates the market. PepsiCo is also a dominant player in the snack food segment in India. P e p s i C o ' s s n a c k f o o d company Frito-Lay is the leader in the branded potato chip market. It manufactures Lay's PotatoChips; Cheetos extruded snacks, Uncle Chips; traditional namkeen snacks under the Kurkure andLehar brands; and Quaker Oats. Launched in 1999, this perfect 'namkeen' snack, fully developed in India, h a s b e c o m e t h e t o r c h bearer of fun and lovable human quirks. It developed an even stronger identity through celebrityassociations with Juhi Chawla [2003] and Kareena Kapoor [2008], well-known actors in IndianCinema. Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated company)in Kenya. It is one of the most popular food products in India today. The snack comes in 4 flavors.They are Masala Munch (orange pack), Green Chutney Rajasthani Style (light green pack), ChilliChatka (dark green pack) and Tamatar Hydrabadi Style (brown pack). There are two new flavorstoo. One is the Kurkure Xtreme Electric Nimbu and the other is Kurkure Xtreme Risky Chilli. AS p e c i a l E d i t i o n f l a v o u r , J a l j h a l o H i t h a s b e e n r e l e a s e d a s a P u j o S p e c i a l f o r D u r g a P u j a , 2 0 0 7 . Snacks are of two types extruded & potato chips, Kurkure is the extruded snack item. In November 2006, Frito Lay announced plans to release Kurkure to American markets sometimein 2007. This decision was made after analysts showed increasing interest in Indian spices in theUSA. Also the introduction in other markets with a non-resident Indian population such as the UK is planned. Kurkure was Frito Lay's first big hit in India and succeeded by making a host of Indian flavours possible and popular in a finger snack. Kurkure is a crunchy new age namkeen snack brand whichsymbolizes light hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts& minds of all and enjoys the position of a strong Lovemark brand in India The spirit and twinkle of Juhi's personality complements and embodies what Kurkure stands for.O v e r t h e y e a r s , K u r k u r e h a s j o u r n e y e d e f f o r t l e s s l y f r o m being a snack with a twist to being anintegral part of the tea time menu t o b e i n g a n e m b o d i m e n t o f l o v a b l e h u m a n ' i m p e r f e c t i o n s ' o r 'tedhapan'.

Product Strategy Features Building trust and connection by informing the consumers of the authentic ingredients that go intothe product. Kurkure is a new age Namkeen and made of edible ingredients including rice meal,corn meal, gram meal, edible oil, seasonings, salt, spices and condiments and flavours. Its Snack Smart initiative to cut out transfat from its products by using rice bran oil which cuts saturated fat by 40 per cent. Kurkure has 40% less Saturated Fat, Zero Trans Fats and No Added MSG .All theraw materials used in Kurkure comply with the Prevention of Food Adulteration Act and Rules thatgovern the manufacture, distribution and sale of Kurkure. All ingredients are such that are useddaily in all households today for preparation of various edible items. Kurkure is a very popular andeasy making product. They are manufactured by extruding heated dough through a die that forms the particular shape. They may be ball-shaped, curly, straight, or irregularly shaped. In India, it wascalled "Kurkure". Most popular were the corn curl kurkure. Pricing Competitive pricing Strategy was adopted by the company in order to establish the brand inIndian markets. Introduction of smaller packs targeted towards small quantity consumers andmiddle/ low income customers. Price Range Small Rs 5/ Medium Rs 10/ Large Rs 20/Quality Standards Kurkure is made in automated plants in three locations. These are in Channo ( Punjab ), Kolkataa n d P u n e . T h e s e p l a n t s a r e a l s o a u d i t e d a n d c e r t i f i e d b y v a r i o u s e x t e r n a l a g e n c i e s . T h e s e certifications include HACCP (Hazard analysis and critical control point) certification by TQCSI( A u s t r a l i a ) , w h i c h c o n f i r m s t h a t p r o d u c t s a r e m a n u f a c t u r e d i n F o o d safety environment andmanufacturing has adequate controls to ensure p r o d u c t t r a c k i n g , A m e r i c a n I n s t i t u t e o f B a k i n g (USA), one of the best auditing body which confirms process and product safety. Our Plants areISO 14000 certified which confirms that the manufacturing process ensures environmental safety.The plants are also certified to ensure that the product, process, environment and people safety have been maintained at very high level and this certification is issued by OHSAS 18001-(OccupationalHealth and safety assessment series) - (USA).

Ingredients While concerning the ingredients, it contains major mixture of Rice Meal, Edible Oil, Corn Meal,Gram Meal, Salt, Spices and Condiments and converted them to snack like eating crisp sticks thathas never introduced before. Usage Kurkure is also positioning itself on the basis of its usage. Its pro m o t i o n a l c a m p a i g n s u r g e consumers to use it on. Daily basis At lunch Dinner Anytime, anywhere Servings With Chaat With tea With Raita With drinks Occasions Parties and celebrations

USP Desi brand name. Easy to idnetify with. Kurkure is a synonym of a crunchy food stuff. In fact a brand by the name TakaTak tried to imitate it but failed miserably. Launching its product in indian flavours, which differentiated it from their competitor itsunique advertisements which features the bubbly Juhi Chawla. Innovative flavor, affordable price and continuous communication to consumers.Each Indian region has special snacks. Snacks some time consumed along with meals or tea, coffeeand other beverages. Banana wafers, chaklis, samosas, namkeens are few examples of large list of Indian snacks. The change in the family structure is also changing

the food habits in India. Increasein the nuclear families and working women enhanced the market potential of read y to eat productsand branded snacks. Though the Indian snack market is highly fragmented with market dominated by home snacks or those sold by local vendors, changing consumer lifestyle and health concern made them to look for hygienic, easy to carry and nutritious branded snacks. Biscuits, potato wafersand papads are already branded and well received by the consumers. Pepsi, the late entrant in the Indian snack market decided to find niche market. In the Year 1999,thec o m p a n y l a u n c h e d K u r k u r e i n t h e I n d i a n M a r k e t . T h e p r o d u c t i s d e v e l o p e d i n a w a y t h a t i t i s having local taste and western chips. Kurkure is big success in Indian market. This made Pepsi totake this snack food to other global markets. Kurkure is already available in the Indian sto res in theU S a n d U K and Pepsi want to expand it to more stores in the existing global markets a s w e l l a s expand it to other potential markets. According to the company, Kurkure will retain its basic flavor but will be adjusted to suit the local requirements. Kurkures success in the Indian market is mainlyf o r t h r e e r e a s o n s n a m e l y i n n o v a t i v e f l a v o r , a f f o r d a b l e p r i c e a n d c o n t i n u o u s c o m m u n i c a t i o n t o consumer. To meet the regional requirements Kurkure is launched in various flavors like Masala, chilli, green chutney etc

VARIETIES Masala Munch (Original) Solid masti masala twist Green Chutney Rajasthani Style Chilly Chatka Tamatar Hyderabadi Style Malabar Masala Style Masala Twists(Solid Masti) Desi Beats Naughty Tomatoes Hyderabadi hangama

Special (Limited) Edition Pujo Special:Jhajhalo Hit - Released in West Bengal for Durga Puja, 2007.

Ganeshotsav Special:Usal Pao - Relesed in Maharashtera for Ganesh Utsav,201 PACKAGING Style and design matter a lot on the outcome and response of the product. Kurkure as the product(inside the pack and outside wrapper) has much attractive and catchy colors style and design whichattracts the customers alot. Kurkure is available in the market in 3 different packing. Kurkure comes in the air tight packingand packing material of Kurkure is of high quality so that product will remain fresh and its tastekeeps secure up to more than four months. Kurkure has different flavors in the market so the eachf l a v o r h a s i t s o w n u n i q u e p a c k a g i n g c o l o r c o m b i n a t i o n a c c o r d i n g t o i t s t a s t e . B a s i c c o l o r combinations are in green and red colors which all are eye catching. Kurkure is available to the consumer only in primary packing. No s e c o n d a r y p a c k i n g i s u s i n g . However they are delivered in container packing from production plant to shopkeepers or retailers,which carries 48 packs.

Kurkure is available in three different sizes 19 gm 38 gm 75 gm

Promotion Strategy Kurkure Tedha Hai Par Mera Hai Slogan: Chai time masti time Named after the Hindiword for "crunchy", Kurkure is acheeto-like snack and is the flagship of F r i t o L a y ' s I n d i a n d i v i s i o n . I t i s m a r k e t e d b y Hirani Industries Corp. (USA incorporatedcompany) inKenya. It is one of the most popular food products in Indiatoday.In November 2006,Frito Lay announced plans to release Kurkure to American markets sometimein 2007. This decision was made after analysts showed increasing interest in Indian spices in theUSA. Also the introduction in other markets with a non-resident Indian population such as the UK was planned.In India, actor-celebrity Juhi Chawlaadvertises Kurkure. Range Kurkure Flavors Masala Munch Naughty Tomato Chilli Chatka Green Chutney Rajasthani Style Hyderabadi Hungama Kurkure Desi Beats Deewana Tamatar Dildaar Masala

Flirty Lime Kurkure Solid Masti Masala Twists Nimbu Masala StyleTo mark 10 years of its existence, Kurkure, FritoLay's Indian innovation in the salted snack market,is changing tracks, says Sayantani Kar.It came out in December with a print campaign which told readers how Kurkure is made from whatcan be found in any Indian kitchen, underlining that the ingredients are as wholesome as what goes into home-made food. Kurkure now on will be less about flavours and more about ingredients. The product contains rajma and ragi, staple Punjabi food, apart from the usual rice, corn, spices andlentil.What started off as an attempt to understand the infrequent Kurkure consumer, or those who are notaficionados, has become a tool that the company intends to use over the long

term.F r i t o L a y M a r k e t i n g D i r e c t o r D e e p i k a W a r r i e r s a ys : " W e w a n t e d t o d e m ys t i f y K u r k u r e f o r thec o n s u m e r s . T h a t m e a n t b u i l d i n g t r u s t a n d c o n n e c t i o n b y i n f o r m i n g t h e m o f t h e a u t h e n t i c ingredients that go into the product. We will have more surprising and untried ingredients in our product this year." She says the print ad has already generated a positive response, and expects salesto go up 20 per cent.Marketing on the basis of ingredients will also help Kurkure stave off competition from a growingtribe of roasted snacks, including FritoLay's own Aliva, Parle Product's Monaco Smart Chips andParle Agro's Hippo. Stressing on ingredients that echo wholesomeness would consolidate its stand.FritoLay, the snack food division of PepsiCo, has been active in addressing the need for healthier snacking habits not just through its roasted snack brand. Its Snack Smart initiative has cut out trans-fat from its products and changed the oil used for Kurkure to rice bran which cuts saturated fat by 4 0 p e r cent. An attempt to control portion s consumed by users has seen it launch R s - 3 p a c k s o f brands such as Kurkure.In order to add further zing to its product portfolio, in January 2008, the company launched KurkureXtreme, a limited edition variant in two flavors Risky Chilli and Electric Nimbu (lime). This was perhaps a move to outdo competition from ITCs snack brand Bingo, which was launched in March2007, in Indianized flavors like Tandoori Paneer Tikka (spiced cottage cheese) and Chatkila NimbuAchaar (tangy lime pickle).However, ITC, the Kolkata-based FMCG major, threw down the gauntlet in 2007 when it used itse x t e n s i v e d i s t r i b u t i o n n e t w o r k a n d a t t r a c t i v e d i s p l a y s h e l v e s t o l a u n c h a n d p o p u l a r i s e i t s s n a c k brand called Bingo at places where packaged snacks had not gone before and in flav ours that took Kurkure's strategy a notch higher.Kurkure reacted by launching new flavours and a variant that looked similar to Bingo called Desi Beats. It also upped its distribution by going to cyber cafes and telephone booths.Kurkure's move to highlight its ingredients could be a departure from what other brands are doingand would refresh its brand recall in a category driven by impulse purchases. The"Kurkure Chai Time Achievers" campaign: This was the first of its kind campaign in India, launched in May 2007 a i m i n g a t p r o m o t i n g versatile usage of Kurkure. Powered by an exciting commercial showcasing crazy consumers tryingto grab the 'Kurkure frame' - their ticket to famedom, this campaign truly gives consumers a taste of Kurkure in the most innovative way! ! Leading to replacement of Juhi on the Kurkure packs with p i c t u r e s o f t h e i r o w n a n d their near and dear ones, it gave the consumers chance to becomecelebrity overnight by printing their photographs and recipes on a million Kurkure p a c k s . T h e company claims to have received an overwhelming response, with over 100,000 recipes pouring in,within just 6 weeks. For a brand holding out the reward of instant fame to its consumers, Kurkurehas indeed delivered on its promise. Volumes shot by 20% in just one month. Sales have increased by 19% over last year.

KURKURE TELEVISION ADVERTISEMENTS In 2004 it launched the "Kahani mein Kurkure" ("Crispiness in the Story") campaign, which was atake on Indian popular culture. The advertising campaign spoofed popular Indian TV shows likeJ a s s i J a i s s i K o i N a h i n a n d K yu k i s a a s bhi kabhi bahu thi, to appeal to Indian housewives, the l a r g e s t t a r g e t a u d i e n c e t o w a t c h t h e s e p r o g r a m s . In addition to targeting housewives, who play a significant role in making purchase decisions, the brand appeals to the Indian family as a whole. The "Kurkure Chai Time Achievers Award" was acontest launched by the brand where families were invited to submit interesting recipes made withKurkure. The winning family would have the opportunity to be famous and have their photograph featured on one million Kurkure packs.This direct marketing campaign was supported through television advertising, where Indiancelebrity Juhi Chawla, Kurkures brand ambassador, announced the winners of the competition. Thec o n t e s t w a s a l s o p u b l i c i z e d t h r o u g h t h e w e b s i t e h t t p : / / k u r k u r e . c o . i n , s p e c i f i c a l l y d e s i g n e d t o promote the contest. Using the website as a strategic tool for promotion helped the brand appeal to ayoung audience that spends a considerable amount of time surfing the web. New marketing plan for Kurkure Frito Lay India today unveiled a new campaign that makes family central to its marketing plan for its Kurkure snack range. It has quite a f ew products in the pipeline. The first of the block wasDesi Beats, a corn. This will be followed by more variants and a differently packaged Kurkure p r o d u c t . M r V i d u r V ya s , Head of Marketing, Pepsi -Foods, said Kurkure Spend Time with t h e Family programme' was the company's biggest initiative, which encourages families to buy their products and be part of contests. Bollywood actors Juhi Chawla and Ragini Khanna, lead actor in Sasural Genda Phool, and Jaspal Bhatti will judge the teda fun ideas during the campaign. In tune with its portfolio promotion, 'Chala Change Ka Chakkar', launched in the beginning of 2008, Pepsico India has rolled out a fresh 360 -degree c a m p a i g n f o r i t s s n a c k b r a n d , K u r k u r e , repositioning the "masti" co-efficient to a " tedha" one.Titled 'Tedha hai par mera hai', the new positioning statement salutes the average regular 'imperfect'Indian. The new platform is based on the understanding that young confident Indian consumers areno longer striving to be perfect in everything, but are comfortable about their imperfections and quirks.Taking the creative concept forward, the new TVC is set in a traditional haveli and features Juhi as a zany Punjabi housewife who tries to get her tedha relative, Montu married. After the proposal getsturned down, a twist of events ensures that Montu's 'tedha' demeanor eventually wins.A n e w c o m m e r c i a l c a r r yi n g f o r w a r d t h i s n e w b r a n d p o s i t i o n i n g w a s a l s o l a u n c h e d t o d a y i n t h e South, starring the actress Simran. This is the first commercial by a major Salty Snack brand madee x c l u s i v e l y f o r t h e South Indian market and builds on Kurkure's new positioning o f ' K o n a l a Irundhalum, Ennudiya Thakum (Tedha hai par mera hai)

'." T h e n e w c o m m u n i c a t i o n p l a t f o r m ' T e d h a h a i p a r m e r a h a i ' h a s b e e n d e v e l o p e d t h r o u g h a proprietary 'insight mining' process," said Deepika Warrier, marketing director, Pepsico India Other marketing strategies Another novel branding initiative was a tie-up with South Western Railways in India to have trainsc a l l e d t h e " K u r k u r e E x p r e s s . " T h e s e w e r e s p e c i a l t r a i n s t h a t o p e r a t e d o n l y d u r i n g t h e h o l i d a ys e a s o n . T h e b r a n d w a s featured on reservation charts, coach indication slips, and during a n y announcements about the train. This outdoor media was a unique way to target families who travel by train during the holidays.So what has shaped Kurkures success in India so that even its parent company wants a bite of it? F l a v o r i n n o v a t i o n s , affordable price points and an excellent customer connect through a 360degree communication approach has helped the brand enjoy icon ic b r a n d s a l i e n c e i n t h e s n a c k s category, observes an industry analyst. CONSUMER BEHAVIOUR ON KURKURE There are several factors affecting consumer behavior. Consumer behavior is major challenge for every product. Some factors which affect the consumer behaviour on Kurkure are: Consumers & Buyers Basically the Kurkure is launched for children but because of its taste and variety, everyone is fanfor Kurkure. It is less fat, soft and crisp. The older people like those cant eat hard snacks, are prefer to Kurkure. The consumer of Kurkure is not only for children and also everyone. The buyers arealways parents. They prefer the Kurkure rather than chips because chips are bad to health. Parents believe that Kurkure is not bad for health, that does not mean that, it is good for health. Influencer& factors Even though Kurkure is suitable to everyone, the children are major influencer. The children mainlyinfluenced by social factors that are friends, family.Perception is also one of the influencing factor. In this, the people perceived as, its made up of corn,rice meal and others. So that it is not bad for health.Brand is one of the factors. It is come from PepsiCo. So that people have confident about quality. The following data shows the influencer.

From the above table we can understand the influence of children rather than parents. It implies thatt h e c h i l d r e n h a v e p e s t e r p o w e r . W e c a n u n d e r s t a n d t h a t , a c c o r d i n g t o F o o d c o m m i s s i o n a n d Advertisement Board, the Kurkure doesnt full the children by its advertisement