Kurkure Packet

PACK SIZE IMPRESSION VISIBILITY
Bigger the better. One can create a bigger size impression by playing with the dimensions of the pack smartly and using creative graphics that maximize rather than minimize size impression. For example, Haldiram’s uses bold and large packaging that stands out on shelves, creating an impression of abundance and value.

VISIBILITY
Over-invest on visibility in-store. This is even more important than advertising on TV or other mainstream media. Effective shelf placement, eye-catching displays, and strategic product placement can significantly boost sales by making the product easily noticeable and accessible to consumers.

TRIPS TO MOUTH
Value equals frequency of use. For a consumer, the perceived value of a product is often related to the number of times the hand dips into the packet and travels to the mouth. Products that offer more frequent consumption experiences tend to be seen as offering better value.

DISTRIBUTION
Outlets coverage matters more than advertising. The number of outlets covered is crucial. Demand can be generated through aggressive in-store placement and high visibility at the point of sale. Ensuring widespread availability increases the chances of purchase and brand recognition.

ROUND PRICE POINTS
Simplicity in pricing. Round price points are more appealing to consumers than the actual weight or quantity of the product. For instance, Kurkure’s attempt to sell Butter Masti at 8 rupees instead of the category norm of 5 rupees failed because consumers are more comfortable with round price points.

STOCK PRESSURE
Stock abundance suggests popularity. A large stock of your brand in the shop can create an impression that the product is in high demand, encouraging more consumers to purchase it.

TRADE > CONSUMER
Winning over trade is key. If you can win the support of trade partners (assuming you have a good product), convincing consumers becomes much easier. Trade relationships ensure better shelf space, promotions, and product availability.

BRIGHT COLORS
Colors that attract from a distance. Bright and distinctive colors can make a product stand out on shelves. For example, when Elephant Design redesigned the Kurkure pack, they changed the orange to a fluorescent orange, a subtle but impactful change that drew more attention.

CONVENIENT TRADE MARGINS
Ease for shopkeepers. Maintaining consistent and simple trade margin structures can benefit sales. For example, Bingo’s stable carton configuration and trade margins made it easier for shopkeepers to manage orders compared to Pepsico’s more complex system.

DEMAND GENERATION
Parallel trade and consumer activities. Always ensure that trade activities run alongside consumer demand generation activities. One cannot assume that creating sufficient demand will naturally lead to adequate distribution; both must be managed actively.

FREQUENCY OF MESSAGING MATTERS
Snacking requires frequent reminders. Snacking is a low-involvement category, so focus on short, impactful messages (10-15 seconds). Use reminder media like radio and outdoor ads to maximize recall of the brand and packaging graphics.

SALES INCENTIVES
Simple incentive structures. Sales incentive structures should be straightforward so that salespeople know exactly how much more they need to sell to hit the next incentive bracket. Clear goals and rewards can motivate better performance.