Frito Lay’s Kurkure: Sharp positioning

If you watch the commercial through the eyes of the brand’s key target audiences, it’s a sure winner

Makers of Kurkure are on to a good thing. They have positioned the brand as the 'Hum Aapke Hain Kaun…' of snacks, and that I think is a super idea, given the market segment - the 'Hindu Undivided Families' - are the brand targets. Now while I am clearly not the target market for Kurkure (I couldn't sit through Sooraj Bharjatya's elaborate marriage video beyond five minutes), I admire the brand's clear focus. 
 
'Kurkure: Spend Time with Family' is the core message. The idea is that because people are so busy with their professional lives and other activities, there's just no time left to spend with the family. And what better than munching together on Kurkure to make that happen. This may sound quite ludicrous to many of us, but will not to the HAHK fans, take my word for it! The new TVC once again features brand ambassador Juhi Chawla. The actress plays the role of a marriage head priestess. The entire khandaan anxiously awaits the arrival of the baraat. And when finally the loud noises are heard, they all rush down to welcome the groom and his brigade. But it's only the lonely groom on his ghodi, blaring out shaadi music through his stereo player. Much to everyone's shock. Ms Head Priestess Chawla arrives and admonishes the loner. And preaches this is what happens when you don't spend time with the family. That they aren't by your side when you need them the most. Enter Kurkure. And of course the full baraat arrives, accompanied by a large hansta khelta entourage.
 
Yes, when I watch the commercial through the eyes of the brand's key target audiences, it's a sure winner. All the ingredients are in place: Noise, wedding, baraat, large families, humour, shor sharaba, the works. Mr Bharjatya and young Karan Johar would be proud of this commercial.
 
So while the ad has nothing in it for me, I enjoyed it immensely. And more importantly, I appreciate the makers of Kurkure for being so very crystal clear on their audiences. This is a very good lesson for marketers of consumer products who try to please everyone, and succeed with no one in the end.
 
As an aside, personally speaking, I think the best way to spend time with family is over beer and tangdi kebabs. But then makers of Kurkure, quite rightly so, would give two hoots for my deviant lifestyle! Just as well!
 

User

COMMENTS

shipla menon

7 years ago

i like the ad too!

Far from the madding crowd: Retirement homes become more popular

As 8.94% of the Indian population is above 60 years of age, developers have realised that there is a potential market for retirement homes

The recent trend of retirement homes gaining popularity seems to be catching on as one more such project will start functioning by December this year.

Vivara Residences in Arpora, Goa, is set to attract the elderly who wish to spend their twilight years in freedom. It will enable them to get the best possible facilities, care and attention. Developer Acron Senior Lifestyles Pvt Ltd plans to cash in on this new formula.

Acron is the latest to join the list of developers who have made a foray into living projects for senior citizens. Others already in the list include Sobha Developers, Rakindo Group, Brigade Group, Ashiana Group of Builders, Paranjape Schemes and Riverdale Retirement Resorts Pvt Ltd. Their projects are already operational in major cities such as Delhi, Pune, Bengaluru, Chennai and Coimbatore.

Vivara has ambitious plans to build more such 'Vivara Residences' in Coorg (Karnataka), Kerala, Pondicherry, Shirdi, Rishikesh and Brindavan.

In a bid to stand out among the herd of retirement homes, Vivara offers to refund the full lease deposit amount it will take from the elderly. The resident will have to pay a monthly rent, which is non-refundable. Besides, if an elderly citizen also selects the capital appreciation option at the time of the agreement, he or she also receives a share of the appreciation of the price of the apartment.

The collapse of India's traditional family support system - and a growing number of nuclear families - is said to be the primary reason for the birth of these retirement homes. As these elderly citizens were left alone to fend for themselves, their only choice was to move to old-age homes. But thanks to their savings in their younger days, elderly citizens can now live their life according to their choice and freedom and get the best facilities, care and treatment in these retirement homes.

As 8.94% of the Indian population is above 60 years of age, developers have realised that there is a potential market for retirement homes. These retirement homes meet the needs of elderly citizens, including their need for security, care, personal attention and craving for companionship. This has contributed to the growth of these projects. Heeron HH Fernandes, sales and marketing manager of Vivara Residences, told Moneylife, "As many of these elderly citizens are financially stable, they want to spend the remainder of their lives with freedom and dignity. Moreover, they receive the companionship they long for in these retirement homes."

Another factor that pulls the elderly to these retirement homes is that they don't have to bother with the day-to-day management of the property while they enjoy the community facilities available to them. In Vivara Residences, facilities provided include multi-purpose community lounges with indoor games and TV, an air-conditioned clubhouse, fully-equipped gymnasium and activity centre, walk-in swimming pool, library & computer room, 24x7 security and meeting & conference rooms. All expenses related to community use of the property are paid by the management. Vivara Residences also provides doctor-on-call services from its panel of specialists and a 24x7 van for carrying patients to nearby hospitals in case of emergencies.

Mr Fernandes explained, "As elderly citizens are prone to specific diseases, a general physician at Vivara would not serve the purpose. Our panel includes cardiologists and other specialists who can meet the needs of the residents. Besides, having an in-house healthcare service centre in Vivara would turn it into a mini-hospital."

The focus is to make these retirement homes a place for leisure and enjoyment. In their twilight years and free from all family obligations, elderly citizens choose a lifestyle of their choice in these retirement homes. Unlike old-age homes which are generally the last option for needy and abandoned elderly people, senior citizens choose retirement homes out of their own will.

In a survey conducted of households with senior citizens, more than 60% found the concept of a senior citizens' club or a senior citizens' association as a viable and practical one. Dr Sheilu Sreenivasan, founder-president of Dignity Foundation, said, "Retirement homes are different from old-age homes; in retirement homes, the freedom, choice of food, lifestyle and service standards provided are much higher."

User

COMMENTS

Suma Mohan

7 years ago

Please see Serene Living Concept details at http://covaiprop.com/senior_care.html

Thanks

Colonel A Sridharan

7 years ago

Please visit the web site and see the Serene Senior Care facilites in Coimbatore which beckons you to Retire to Begin Life!
May also see the Video at http://www.thejawantv.info/category/sere...
Serene Living Concpet has also been launched in Pondicherry besides in Coimbatore. Very soon the projects on similar concepts will be at Pune, Chennai, Bangalore, Hyderabad ,Baroda etc. By 2016, Serene LIving will have over 5000 dwellings taking care of over 9000 senior citizens. Te property is free hold with certain ocnditons unlike many others which are only lease hold

Manoj Shahu

7 years ago

Above information is really helpful.

Pinky Singh

7 years ago

nice one ashok:)

harish maheshwari

7 years ago

I too feel that one must have this kind of property in his/her portfolio so that in the golden years his or her shine remains.

INVESTING: Fund Trends

How much retail market penetration has the mutual fund (MF) industry achieved? What is the investment horizon of retail investors? What have been the returns from new fund offers (NFOs)? Who has gained and lost after the market regulator banned entry-loads in August 2008? All this while, there was only anecdotal evidence to throw light on these issues. Now, there is some solid evidence. In an...

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