Increasing competition by the entry of new players like ITC's Bingo brand among crossover snack brands has led PepsiCo India's Frito Lay Division to stretch the equity of Kurkure. It created the `bridge category' between namkeens and potato chips through this brand. It is in a heaviness to innovate its offerings to the target customers.
Kurkure: Strategy used
Kurkure has tied up with the South Western Railways to have a branded train, under which a brand name would feature along with the train's name in all announcements, on reserved tickets, on reservation charts, on destination boards of the train, coach indication slips and during all information dissemination about the train.
Its another strategy is to get more personal with the customers by launching “chai time contest” which makes real people famous.
It is chiefly focusing on round pricing strategy, with introduction of more new variants
Bingo: Strategy used
Bingo has struck at the small shops, to whom it's offering a margin that's 4% to 5% higher than what Frito Lays is paying. If the display is good in the retail shop, that retailer is paid more. The idea of bingo is to get the consumer to take that first bite. ITC's offerings are priced at par with Frito's and the USP is as many as 16 variants in one go.
Source: business line, marketing practice.blogspot.com
Kurkure: Strategy used
Kurkure has tied up with the South Western Railways to have a branded train, under which a brand name would feature along with the train's name in all announcements, on reserved tickets, on reservation charts, on destination boards of the train, coach indication slips and during all information dissemination about the train.
Its another strategy is to get more personal with the customers by launching “chai time contest” which makes real people famous.
It is chiefly focusing on round pricing strategy, with introduction of more new variants
Bingo: Strategy used
Bingo has struck at the small shops, to whom it's offering a margin that's 4% to 5% higher than what Frito Lays is paying. If the display is good in the retail shop, that retailer is paid more. The idea of bingo is to get the consumer to take that first bite. ITC's offerings are priced at par with Frito's and the USP is as many as 16 variants in one go.
Source: business line, marketing practice.blogspot.com
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