Case Code : CLMM089
Publication date : 2011
Subject : Marketing Management
Industry : -
Length : 04 Pages
Short Case Study Price: INR 100;
In 2010, Kurkure, a snack brand of Frito-Lay in India, launched yet another offering in the market, the Funjabi Kadhai Masala. Over the years, the company had launched various products under this brand and also backed these up with innovative marketing campaigns. Encouraged by the growing popularity of Kurkure among Indian consumers, the company also had plans to launch its products in Western countries. Would the product receive the same response abroad as it had in India?
Questions for Discussion:
1. What have been the Critical Success Factors for Kurkure?
2. Do you think continuing with the same strategy of involving the customer in product promotion will ensure Kurkure’s success in the coming years or does the brand need to change its strategies significantly? Discuss.
3. Discuss whether Kurkure will be able to achieve the same success abroad as it has in India.
Kurkure, snack food/market, innovation, strategy, consumers, campaign, flavor, ingredients
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