INTRODUCTION

Frito lay is a division of PepsiCo

Founded-1961

Founders-The Frito Company, H.W. Lay & Company

President &CEO of Frito-Lay's Albert P. Caery

INTRODUCTION OF THE PRODUCT

KURKURE
Frito Lay India targeted a niche in the market.

Kurkure is named after Hindi word crunchy.

Kurkure is the flagship of Frito-Lays Indian Division.

It was launched in India in 1999.

The snack comes in 4flavors.

ECONOMIC FACTORS
OPPORTUNITIES:
Per Capita Income Rise from Rs. 12000 (2002)to Rs. 38084 (2008). Decrease in Inflation Rates implies higher disposable income.

Kurkure is biggest contributor of Frito lays 300cr.revenue.

THREATS: The purchasing power of the consumers has decreased due to recession. FDI (Foreign Direct Investment) increases to 49 % from 26%in financial year2 008-09

LEGAL FACTORS
ISO(International organisation for standardization) 14000certified

HACCP (Hazard analysis and critical control point)certification by TQCSI (Australia) OHSAS 18001-(Occupational Health and safety assessment series) - (USA).

CUSTOMER RELATIONSHIP MANAGEMENT

Attract Indian customers with its impressive taglines teda hai per mera hai chala Kurkure ka chakkar Kurkure chai time masti Constitutes rice meal, gram meal, corn meal, salt, seasonings, edible-oil, etc. People buy it frequently as a tea time snack Performs relationship marketing to achieve CTV to further convert it to CLV (Customer Lifetime Value). It provides goods at pre as well post consumption level.

COMPETITIORS
DIRECT COMPETITION ITCs Bingo Parles Musst chips and Musst sticks SIBLING COMPETITIORS Lays, Cheetos ACROSS CATEGORY Haldiram Takatak It is a strong competitor of Kurkure

INDIRECT COMPETITIORS
Lehar snacks Diamondkurmure Homemadechips SUBSTITUTECOMPETITIORS Haldirams Snacks Bikaneri Snacks Bhelpuri NEW ENTRANTS Parles Musst sticks and Musst chips Aliva

CUSTOMERS CHOICE
OPPORTUNITIES Increase in number of female professionals A bridge category between Indian namkeens and western offerings like potato chips. THREATS Containslargeamount of salt Consists of various added flavorsand preservatives

PRODUCT
Easily available Available in different flavors Kurkure chilly chatka Kurkure south special Kurkure eastparaa tok jhal Kurkure gree chutnry Rajasthani flavor Kurkure tea time snack

PRICE
Kurkure is available at cheap price. Price ranges from Rs 5 - Rs.10.

POSITIONING
Kurkure is one of the largest selling product of Frito lay. It focuses on quality of the product Brand ambassadors Juhi Chawala and Kareena Kapoor

DISTRIBUTION
Easily available in small retail stores. An excellent customer connects through a 360 degree communication