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Aditya Arora
ย โขย
Faad Networkย โขย 8m
In 1999, PepsiCo had no clue that Kurkure would beat ITC and 3000 companies and become a 10,000 CR brand two decades later. Here is how they did it in five steps.๐ 1. Unlike Western chips, Kurkure's masala-coated corn puffs created a distinct snacking experience, different from bhujia and sev. While competitors imported global flavours, Kurkure focused on regional spice blends like Masala Munch and Green Chutney Rajasthani Style. โ 2. The uber-famous "Tedha Hai Par Mera Hai" campaign, with Juhi Chawla as the brand face, positioned it as quirky yet lovable, making Kurkure a household favourite, which was positioned as the go-to snack in all festivals. ๐ 3. Kurkure also adopted a deep distribution model, reaching Kirana stores, supermarkets, and roadside stalls with prices of just Rs 5 and Rs 10. Knowing its target was kids, it was at every school canteen and bus station. By 2005, Kurkure was in over 1.2 million stores. ๐ 4. It also upsold combo packs,multi-pack discounts, and cross-selling with Pepsi bottles. PepsiCo's strategic ad spend delivered massive ROI. With an initial marketing investment of โน20 crore, Kurkure's sales crossed โน1000 crore by 2013. ๐ฐ 5. As it kept scaling, it diversified into e-commerce with new productsโSolid Masti, Puffcorn, Baked Kurkure and Multigrainโattracting health-conscious consumers. By 2022, online grocery sales contributed โน150 crore, and Kukure's overall sales crossed โน2500 crore. ๐ โก๏ธITC came with Tedhe Medhe, and regional players like Balaji, Yellow Diamonds, and 3000+ brands came to fightโno one came even close to shaking KURKURE. ๐ช Today, Kurkure is a 10,000 CR brand present in over 2.5 million stores across India and still has over 30% market share after twenty years. ๐
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