Kurkure Chips Sahadat Hossain 1930948 1) Description of Target Segment(s) [Maximum Character Limit with space 5000] Demographic factors Kurkure has various flavors like stew, tomato, Hyderabad and so on why they give various things. Due to segment factors. Typically, the individuals in Hyderabad favor zesty and hard. For them, plain Masala or tomato is reasonable. Essentially, the Bangladeshi public incline toward vary from others. Kurkure is generally satisfy the requirements as indicated by segment this not just for those state individuals, it's likewise utilizes all others. Dispatched as a public brand, it was a test for the organization to devise enhances that would engage local taste buds. Nonetheless, the attention on creating hot and tart flavors that suit Indian taste palettes has helped win the hearts of Indian purchasers. Because of different reasons, it is unimaginable for a brand to focus on the whole universe. Subsequently, organizations utilize the study of division to arrive at their TG in the most financially savvy way. Division accept that the majority of the buyers are same. It centers around similitudes rather than dissimilarities. The conceivable of the huge segment of crowd is considered and showcasing system is inferred likewise. Centering the promoting exercises to one specific section of populace is named as focusing on. The cycle utilizes pay, segment, way of life attributes to distinguish the most productive and great areas. Situating is the view of clients or purchasers with respect to the brand or item type. Items are organized onto maps, utilizing item credits as measurements. This utilization of item situating is perceptual. For certain items, item situating implies how the firm chooses to contrast the thing with its forerunners. For another thing this is the main possibility the trend-setter should establish a first connection. An item's situating might be converged with an objective portion to consolidate the showcasing instrument choices. If there should arise an occurrence of Kurkure, the division, focusing on and situating will be as follow. Geographic Segmentations: Concerning geographical factor, Kurkure is trying to expand its wings to cover towns, villages, cities; making it available to everybody. The product Kurkure is specially designed for the Gulf & South Asian region specially India & Pakistan considering the taste & style of the traditional foods & flavors. Nations: Bangladesh, India, Gulf Countries, US and South Asian Region including Pakistan. Age: 10-35 Years Gender: Male and Female Income Group: Lower to Upper Middle class Targeting on: Youngsters, Teenagers and Young Adults Families Positioning: Kurkure is situated as a fun and particular tidbit that is devoured by the two sexes regardless age. Psychographic Segment: Considering psychographic factors, Kurkure will intensely zero in on client's way of life, tastes, and individual qualities that best math with the item utilization and unmistakable from contenders. Making a picture of style, normalized taste and assortment of flavors, Kurkure will affect decidedly on singular consumer loyalty. 2) Describe its current product strategy including packaging. [Maximum Character Limit with space 2000] The product strategy and mix in Kurkure marketing strategy can be explained as follows: Kurkure is a mainstream Indian bite which is generally famous because of its Indian flavor. Kurkure is made of rice supper, corn feast, eatable oil, gram dinner and flavors and is 100% vegan. The bite is of an uncommon shape and is advances as 'tedha' in Indian market. Kurkure is adored by practically all age gatherings and is advanced as a tea nibble. The first kind of Kurkure (Masala Munch) is the standard bite which is adored by masses. After the achievement of its unique item, the brand concocted numerous variations taking into account more Indian flavors as an aspect of its promoting blend item methodology. Kurkure comes in numerous variations like Masala Munch which is the first fiery tidbit made of corn supper, Green Chutney with a tart taste of mint, Chili Chatka for individuals leaning toward flavors, Tamatar Hyderabadi Style which depends on Hyderabad's provincial tastes, Malabar Masala Style roused from tastes of Kerala dishes, Masala Twists with tart taste uniquely for break time, Desi Beats which is a triangle formed bite, Naughty Tomatoes, Puffcorn with cheddar flavor, Monster Paws focusing on kids, Puff Corn with messy taste, Corn Cups focusing on more youthful customers, and khatta meetha. The brand has additionally taken unique consideration of the local taste of various conditions of India like Punjab, Gujarat and so forth. Kurkure has concocted numerous imaginative items so as to handle the opposition ascending from provincial players. The entirety of the bites are 100% veggie lover and utilize Indian gram dinners and flavors to give the incomparable Indian touch which has gotten monstrously famous and cherished by Indians. 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 which attracts the customers a lot. Kurkure is available in the market in 3 different packing. Kurkure comes in the air tight packing and packing material of Kurkure is of high quality so that product will remain fresh and its taste keeps secure up to more than four months. Kurkure has different flavors in the market so each flavor has its own unique packaging color combination according to its taste. Basic color combinations are in green and red colors which all are eye catching. Kurkure is available to the consumer only in primary packing. No secondary packing is using. However, they are delivered in container packing from production plant to shopkeepers or retailers, which carries 48 packs. Pricing: Competitive pricing Strategy was adopted by the company in order to establish the brand in Indian markets. Introduction of smaller packs targeted towards small quantity consumers and middle/ low income customers. 3) Identify two major problems in its current product strategy including packaging. [Maximum Character Limit with space 2500] * 1. Plastic in Kurkure (rumors) An online search for ‘Kurkure’ and ‘Plastic’ produces several hundreds of results. Kurkure snack has been available in the Indian market, since almost 10 years now. For all these years, Kurkure has achieved a distinct position for itself in the Indian snack market. All of a sudden, the Kurkure plastic rumor started spreading like wildfire in the online world. As per the Kurkure plastic rumors, there is plastic in Kurkure which is why Kurkure melts like plastic when you burn it. The most astonishing thing about this rumor is that people started believing it, though they have been eating it since years and knowing the fact that plastic is not edible. The real truth is Kurkure is made from edible ingredients including rice meal, corn meal, gram meal, salt, edible oil, spices and condiments which is used in our daily kitchen. When you burn Kurkure, Kurkure melts because of the presence of carbohydrate and not because there is plastic in Kurkure. I found out this Kurkure website, where they spoken about the Kurkure plastic lies clearly and have also mentioned that there is no plastic in Kurkure. Kurkure plastic rumor has been making a lot of rounds these days. Such is the impact of the rumor on the minds of the consumers that people have actually started thinking that Kurkure contains plastic. 2. Identifying the competitors: The major competitors in the market for the kurkure are Snakcity, Slanty, Veezo and, Supercrisp. Lays is another brand of the Pepsi which is competing the Kurkure in the Market. 4) Identify one innovation strategy for your assigned brand with appropriate justification. [Maximum Character Limit with space 3000] * The pricing strategy adopted by the brand is perceived value pricing which is working very well for the brand. It faces huge competition from various other products in the same category and hence it has to price its products well to be successful in the market. The pricing strategy adopted can also be termed as reasonable pricing because its products are available in various packs which are the family packs. The company has kept the pricing strategy competitive as other brands also have similar pricing strategy for the products. According to me the life style must influence the product. When I went to store, the older generation people go for low cost snacks, more quantity products. But, younger generation does not worry about the price or quantity. They always prefer taste. Even though old generation like Kurkure than other packed snacks, they give first preference to local or other product which satisfy the needs. Competitive pricing Strategy was adopted by the company in order to establish the brand in Indian markets. Introduction of smaller packs targeted towards small quantity consumers and middle/ low income customers.
