Caleb Bradham, a New Bern, North Carolina pharmacist, renames "Brad's Drink," a carbonated soft drink, created to serve his drugstore's fountain customers. The new name, Pepsi-Cola, is first used on August 28, 1898. In keeping with its origin as a pharmacist's concoction, Bradham's advertising praises his drink as “Exhilarating, invigorating, aids digestion.” 1902--The instant popularity of this new drink leads Bradham to devote all of his energy to developing Pepsi-Cola into a full-fledged business. He applies for a trademark with the U.S. Patent Office, Washington D.C., and forms the first Pepsi-Cola Company. In 1965 company begins. Frito-Lay of Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc.

Although Kurkure is the product of Frito-Lays but it was introduced in Pakistan by PepsiCo on 1st September, 2006. It was initially made in China under ‘Saudi Snack Food’ but now from 14th august, 2006 it is produced by PepsiCo at plot no.413 Sunder Estate Rewind Road Lahore. Kurkure capture a huge market in a very limited time due to its mouth watering taste and aggressive marketing.

Kurkure lies in the extruded item which comes under FMCG Products (fast moving consumer goods). Like every other multinational company, before introducing the ‘Kurkure Company conduct different surveys to get consumer interest about features, design and quality level. Kurkure is the convenience good at the consumer level so they are not offering any after sale service, user manual but they are offering benefits to the retailers in the form of more profit.

Kurkure is unique in Quality, Flavor, taste and quantity. It’s totally fulfilling the need of the people. Kurkure is the consumer product because it basically use at the consumer end, consumer buy or purchase for their personal use or consumption. In the case of Kurkure the consumer buying behavior is frequent purchase as Kurkure is easily available at a very low price at almost every general or retail stores in the country.

As far as the quality is concerned, company is producing a high quality product at a very low price. Customer in this region consider low price but still want for high quality. Kurkure is positioning itself on the basis of unique tastes, flavors, ingredients and style. When considering the unique tastes, Kurkure is offering “fast-mirchi” product to the customers.

Style and design matter a lot on the outcome and response of the product. ‘Kurkure’ as the product (inside the pack and out side wrapper) has much attractive and catchy colors style and design which attracts the customers a lot.

Initially Kurkure was introduced in the market with only 2 flavors but later on company add 1 more flavor in the family of Kurkure. All flavors of the Kurkure are mouth watering and tempting. The real taste is in the crispness of the product, consumer can use Kurkure as plain or with different styles & recipes. Kurkure has adding more and more flavors to attract the consumers and retaining same taste.

While concerning the ingredients, it contains major mixture of Rice Meal, Edible Oil, Corn Meal, Gram Meal, Salt, Spices and Condiments and converted them to snack like eating crisp sticks that has never introduced before.

Kurkure is also positioning itself on the basis of its usage. Its promotional campaigns urge consumers to use it on.

Kurkure is standing in market as a low price chilli snacks. It is affordable by the consumers of every income level from very low level to high level and price is delivering value to customer.

Kurkure is available in the market in 3 different packing. Kurkure comes in the air tight packing & 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 3 different flavors in the market so the 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.

Labeling is the significant part of the product although there is less space available for that but it contains many information regarding the product. On the pack of ‘Kurkure’ following information are available. Nutrition facts & ingredients details are available on the back side of the “Kurkure” in all 3 types of that such product available in the market for health conscious people. On the front of every

Kurkure’s pack it is clearly indicates that it’s a Hilal Food.

Kurkure is launched only few months (1st September 2006) back in Pakistan and growing day by day. Currently Kurkure lies in the Growth stage where the profit ratio is not very high but the growth rate is very high but by the time pass consumer may be become exhaust from this product, which is a natural phenomenon, and the product will at stake on the point of maturity. By introducing new tastes, flavors and retaining the quality standards, it will snatch consumers of other brands and pull them towards itself by leaving other competitors far behind and get advantage over them.

As Pakistan is the agriculture based country, 70% of our population is connected directly or indirectly with the agriculture sector. Rice, Corn, Gram & Spices are the main & basic ingredients of our food. In fact Kurkure is such type of item which is specially designed for this region but it does not have any threat from the subculture of this region. Market in this region and its culture is extremely favorable for such type of snacks, which come in the head of extruded item, and people buy snacks frequently in this region.

By understanding the culture company is advertising their product for all age groups because their product is for everybody’s use. This understanding is also very important for their purchasing patterns and use. The company is mainly concentrating on upper & middle class.

The target market of Kurkure is generalized including children, young and old people. In precise target market, Kurkure is focusing heavily in children and young segment. Kurkure is such kind of product which is easily affordable for every class of the market either quality conscious or price conscious, excluding lower lowers and upper lowers. The main focus of the company is the middle class along with a bit of elite class and also working class. Middle class is the best responding class for Kurkure.

The price of the small Kurkure pack is Just Rs.5/-, so it is affordable to every class of the country although those are not who are below working class (labors).

Kurkure is a legally registered company and applying labor laws and market laws of Pakistan. But it is known to them that Government interaction got much importance in every business and if there are some restrictions on them then it may be a hurdle in their way to success. That’s why some harsh Government rules may influence a wrong impact on company’s goals and achievements in future.

Kurkure being the product of PepsiCo International and having a good repute in international market are already using modern technology to enhance the production and the quality.

Mr. Chips

Kurkure
Veezo

Kurleez

Pringels

Popcorn

Biscuits

Jelly Beans

Crackers

Candy Bars

Doughnuts

Canteens

Hotels

Drinks

Lays

Slanty

Lollipops

Cocktail

Nimko

In direct competition, Veezo is a major competitor for Kurkure, because of;

There is a list of secondary competitors for company’s products such as:

Kolson (Potato Sticks, Biscuits and Nimko), Triple M (Super Crisp, Dino Munches etc.), Pringels and other eatables in this category are the indirect competitors of “KURKURE”.