BRAND JOURNEY KURKURE

Ten years down the line, Kurkure, which was launched as a Western snack in Indian flavours, has entirely adapted to the Indian palate
By Purba Das
e it Holi or Diwali, the one snack that replaces your local namkeens (snacks) just completed a successful decade. And this snack comes from the house of Pepsico. Kurkure, the tangy twisted wafer is credited for creating a new category for western wafers, local flavours in the snack market. Talking about its decade long journey, Vidur Vyas, Director, Marketing, Pepsi Food Divison, says that the brand enjoyed absolute success, and has grown twenty times since its launch.

A twisted journey
B
namkeens and the western format of wafers and chips. Both in terms of trips to mouth and cost, Kurkure scored over the chips. As a new format, it was more exciting than the traditional namkeens. The initial success came from the format of the food. The product established itself in the snack category before the snack brand clutter hit. Its choice of name connected well with the target consumer in India, says Ray Titus, Professor, Marketing at Alliance University, School of Business. Another reason for the success of Kurkure is the distribution. The brand also managed the two critical aspects of retail availability and merchandising. Go to any store in India and you will find Kurkure merchandised exceedingly well.

A family snack
The product has been positioned as family snack brand since its inception. And the brand has managed to communicate itself exceedingly well. The brands communication at the time of its launch was done by Draftfcb + Ulka. The brand created the Kurkure family and blended the product form, occasion of use and the user into one exciting advertising format and that along with some excellent contributions from the brand ambassador have made the brand both relevant, desirable and lovable, says Sanjeev Bhargava, COO, Draftfcb+ Ulka, who worked with the brand at its time of launch.

First Mover Advantage

Pepsico Frito-lays has 60 per cent of the market share in snacks. Kurkure is attributed for creating a new category that is devised between the traditional Indian

A spicy decade
2001 2004
Other players enter the space and Kurkure feels the need to reemphasize its uniqueness. Signs up Juhi Chawla and spoofs on famous daily soaps with its peppy tagline - Is kahaani mein Kurkure hona chahiye

2007

The product steps out of the shadow of Lehar and launches as an independent brand - Kurkure, a Western snack, completely in local flavour and targeted at the family. Consumers take instant liking for the snack

Positions itself as a family tea time snack with its tagline - Chai-time masti, Bole to Kurkure. The strategy worked as it recorded 19 per cent more sales than previous year

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The brand signed up Bollywood actress Juhi Chawla as its brand ambassador after three years of its launch. Juhi has perfectly fit into the Kurkure family and consumers love her. At the time of the launch of its three new variants this year, Chawla pointed out that chirpiness and happy go lucky nature of Juhis character Vaijayanti in the blockbuster movie Hum Hain Rahi Pyaar Ke propelled the brand to sign her up as the brand ambassador. Juhi Chawla adds value to our brand and hence remains our brand ambassador even after seven long years, notes Vyas. Their recent ad campaign Tedha Hain, Par Mera Hai is based on the universal truth that no human being is perfect. Since its a family brand, the current positioning is an Indian family scenario, wherein there are different people with differences, but still love each other, points out Vyas.

Innovation has been at the centre of Kurkure, both in products and campaigns
Vidur Vyas
Director, Marketing, Pepsi Food Divison

sico has understood the flavour fatigue concept. According to this concept, the Indian palate keeps demanding newer tastes and flavours. In the case of Kurkure, the brand has launched several flavours, the most recent being three new variants made of dal (pulses) Kurkure Mumbai Chatpata Usal, Bengali Jhaal & South Spice Mix. The product is made of ingredients that are available in every kitchen. And innovation has been at the centre of Kurkure, both in products and campaigns. The brand has come up with at least one or two innovations every year, be it Kukure Rajma or the latest offering, notes Vyas.

Whats next?
From communicating its product benefits Kya karein control hi nahi hota to toying with the emotional quotient Tedha hain par mera hain, the brand has gradually changed its content while keeping its positioning intact. The market may see many new players with similar products; Kurkure however stands apart because it is the pioneer of this category. Competition is welcomed in this category as it only helps the category grow. Parle Products came up with Kurkure kind of product, but Kurkure is absolutely a superior product. Quiz him on the challenges faced, Vyas quickly reverts saying that except the ups and downs in the economy, Kurkure never really faced any challenge. However, according to experts, in order to sustain the market leadership, Kurkure must continue with what it is doing on the distribution and merchandising angle. On the product front too, the brand must fight fatigue that could arise from persisting with the same flavours for long, and so should introduce changed and varied flavours in the future. On the communication front too, it has to change content, whilst keeping its positioning intact. n -purba@pitchonnet.com

Innovation: The key to success

In a market, where competition is intensifying, the brand has had a sail smooth on innovation. According to brand expert, Harish Bijoor, CEO, Harish Bijoor Consults, the brand has understood the demands of the Indian consumers. Pep-

2009
Witnessing intense competition, Kurkure targets the youth and launches sub brands Kurkure Desi Beats, endorsed by Kareena Kapoor. Also, launched a new campaign Tedha hai par mera hai

2011
Launched Ingredients of India flavours made of dal (pulses) that come from three different regions East, West and South. Positions itself a healthy nutritious family snack brand

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