Lahore School of Economics

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Marketing Strategy

Mr. Saad Munawer, Marketing Head Snacks, PepsiCo came to share his experiences with the students of MBA II Sections A and B on March 19, 2013.

The speaker started his talk by presenting food portfolio of PepsiCo. He said that the best marketing philosophy for any organization to follow was to believe that consumer was the boss. The speaker said that marketing alone could never create value for a customer unless the whole network in an organizations worked together to produce results.

Mr. Munawer discussed a case study of Kurkere with the students. The speaker told the audience that Kurkere was introduced in 2007 but the sales in Ramadan were very low and the brand did not perform well in the first two years of its launch. Pepsi then did an extensive marketing research to figure out the reasons for the failure. While performing the consumer research, they tried to understand the key behavior of customers. Based on key findings, the company repositioned the product in the market. Through innovation, they decided to make Kurkure part of Iftar’s menu in every household. The Kurkure team partnered with Food TV Channels and HORECA to market the product, enhanced the packaging and added recipes on the back of the package to make it more appealing. As a result of all these efforts, Kurkere sales went up to over 200% of their previous sales and doubled in the month of Ramadan.

Mr. Munawer stressed upon the fact that a single unit or a department in any organization could never show results unless the whole organization worked as a team.

The guest concluded the talk by presenting key findings from the case study. He emphasized on the need of knowing the customer and then knowing one’s strengths. He said that being innovative and thinking out of the box were two keys to success in any organization (Atika Zaid).

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posted by S A J Shirazi @ 3/19/2013 03:56:00 PM,

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