In India, most of them prefer chips or namkeen with tea.
Have you seen the advertisement for ‘ Tedha hai par mera hai ‘ ( Kurkure) ?
Whenever you visit a local store and search for the salted, crispy and tasty chips. What do you prefer ?
Yes, that orange colored packet, which is visible outside every store.
Kurkure was launched by PepsiCo in Chandigarh within just 10 days. They promoted the entire brand in the city with posters across the city, from bus stops to railway stations and local stores.
Then how did Kurkure dominate the snack market so quickly ?
The marketing strategies which Kurkure used are eye-catching and unique.
Let's decode the strategies one by one
Kurkure knew that they were entering into a business which was also dominated by traditional home-cooked snacks.
*So they introduced a rack system for their products, so that it is displayed outside the stores comfortably. As you know clearly what you see, you buy more, right ?
All they wanted was clear visibility in every store.
* Introduced bollywood actress Juhi Chawla as she had a comical nature and her presence was popular. They advertised her.
* Targeted audience, especially school-going kids, colleges and families.
* Advertisements with different captions and times. Introduced Chai time masti with kurkure. In the evening, people like chai at 4 pm. It is snack time, right ? They wanted to capture traditional namkeen by replacing them with kurkure.
* Expanding their market size and moving to new places.
* Experiencing local flavours to people by launching various flavours and unique names.
Like
* Punjabi Kadai masala
* Mumbai Chatpata
*Bengali jhaal
*South Spice Mix
* Magic masala
* Rajasthan manchurian flavour
* Andhra Bangkok flavour
* Punjabi Pizza flavour
* Chill flavours with styles and local authenticity.
People never get bored due to various unique styles and tastes of products. Which always kept them guessing and frequently consuming the Kurkure.
