Bingo Branding - ITC

1. ITC Foods
1

3. INDIAN SNACKS INDUSTRY
 Indian Snack food market is estimated to be worth US $3 billion
 Organized sector is growing at 15 -20 per cent a year.
 Unorganized sector is growing at 7-8 per cent.
 The market in India is diverse with over 1,000 different snack
products and some 300 types of savories.
 Potato-based snacks, and in particular potato chips, are the largest
product segment, holding an 85%-share of the salty snack market
 Major players in this segment include Frito Lay, Haldiram’s & Balaji.

4. ITC FOODS DIVISION
 ITC Foods, which entered the market in 2001, is the smallest business in
the Rs 23,000 Cr. ITC Group.
 The launch represents ITC Foods' fifth major line of foods business
after the highly successful Staples, Biscuits, Ready-to-Eat and
Confectionery businesses.
 The Bingo brand of chips was launched by ITC on 14th March 2007
with an aim to capture at least 25 percent market share of the Rs 2000
crore branded snack market within 5 years.

5. ABOUT
 The launch is symbolic of ITC Foods' distinct approach of
introducing innovative and differentiated products in a largely
undifferentiated market place.
 Bingo’s launch was strategically timed around the World Cup.
 The idea was to get the consumer to take that first bite.
 The company has positioned this brand as a fun brand
targeting at the youth.
 The snacks are available in packs priced at Rs. 5/- & 10/-

6. FLAVOURS
 Bingo’s portfolio includes an array of products in both Potato Chips &
Finger Snacks segment.
 The Potato Chips offerings comprise of 4 innovative variants inspired by
the snacking habits of different parts of the country as well as Masalas,
Salted and Tomato flavours.

7. ITC Foods 7
BINGO! ~ PRODUCT PORTFOLIO

8. BINGO! ~ PRODUCT PORTFOLIO
 Bingo provides innovative finger foods like the pakoda
inspired Live Wires,
 Khakra inspired Mad Angles and time pass snack in the form
of Tedhe Medhe.
 The Potato Chips offerings include Salted, Masala and Tomato
flavours, Chatkila Nimbu Achaar, etc.
 Bingo! – International Cream & Onion is the brand’s latest
addition to its existing unique and exciting range.

9. VALUE PROPOSITION
• Variety & innovation in a largely undifferentiated market
• Foray into the “Health Snacks” segment by introducing Bingo as baked-chips
• ITC launched BINGO in 16 flavors to cater to tastes of the country
• Leveraged the retail and marketing expertise of ITC Foods
27%
16%45%
12% Haldiram
Bingo
Lays
Others
After the launch of Bingo, Dec 08
25%
65%
10%
Haldira
m
Lays
Before the launch of Bingo, Mar
Market Share: Organized
Sector

10. 12 - 20
Years
20-35
Years
35-50
Years
> 50
Years
Demographic (Age
Group)
Conservative,
reserved, shy
Outgoing,
Fun Loving,
Bindaas
Psychographic (Attitude /
Behavior)
North
East
South
West
Indian Geography
Plain
Salted
Nimbu
flavor
Spicy /
Red Chilly
Mustar
d Sting
Taste
Segmentation
:
Age Group
Attitude/Behavior
Geography
Taste

11. Indian Geography & Taste
West
North
East
South
TARGETING
20-35
Years
Demographic Age
Group
Outgoing,
Fun Loving,
Bindaas
Attitude / Behavior
Spicy /
Red Chilly
Mustard
Sting
Nimbu
Spicy
Plain
Salted

12. POSITIONING
Bingo! is positioned as a youthful and innovative
snack, offering the consumers with choice in terms
of both formats and flavors including Local tastes.
Crisp and Clear Punch
line
No one can eat just One..!
Lays is positioned as a very good quality snack
with international taste.

13. COMPETITORS
 The major competitor of Bingo is Lays with a market share of
45%
 Haldiram with market share of 27%
 Bingo is holding 16%
 Regional players are holding rest of the share

14. 14
WHAT’S IN MY NAME ?? (BRAND NAME)
Easy to
pronounce
Recallable
Exclamation
Mark
Trendy and
Fun
Catchy

15. WHO AM I?? (BRAND IDENTITY)
 Bring excitement to the lives of the customers.
 A brand which is for the whole country by providing the
customers with tastes (flavors) from all around India.
 Bingo identifies itself as a brand which is youthful, fun and
colorful
 The unique shapes in which it comes, which makes it easily
recognizable amongst the consumers.

16. 16
WHAT DO I POSSESS?? (BRAND PROPERTY)
 Bingo has a unique musical sound that is loved by everyone.
 It is one of the properties that is remembered by everyone and
it is used to recall the brand by every age group.

17. HOW DO I LOOK? (BRAND PACKAGING)
 The packaging is very attractive with
dominant variant color, crimp border colors
and a pictorial view of the flavor.
 This property of flavor depiction is very
informative for consumers and a layman can
also associate with it.
 The names provided to various variants are
very traditional and Indian, so that people can
easily understand the flavor.

18. WHAT DO I PORTRAY? (BRAND PERSONALITY)
 Stylish and Cool Innovative
 Experimentative
 Adventurous

19. ADVERTISEMENTS
 The advertising strategy used humour to sell Bingo.
 ITC used a 360 degree brand building effort to boost the new launch.
 Ogilvy & Mather (O&M), focused to position the brand as youth-centric.
 The variety came through a series of fun campaigns — consumers were
asked to design the ads for Bingo using the angular shape of the chips as
the central theme.
 Crowd sourcing which serves two purposes – it engages the end-consumer
and the campaign is done at the lowest possible cost.

20. MERCHANDISING

21. MERCHANDISING BINGO!
 Superior material (Moulded plastic) provides better aesthetics
 Increased Visibility of packs with amphi-theatrical tray design
 Slotting allows for standalone vertical stability of packs
 Modularity & Standardization
 Entry with 3 trays to avoid excessive inventory/empty space
 Whenever needed, 4th tray can be introduced
 Air Hanging Solutions
 Hangers
 Net Baskets

22. MARKET WARFARE

23. BINGO!
 Most of the advertisements were considered vague
 In initial stages about 70% of viewers could recall the brand.
 This helped in capturing 16% of market share in just 18 months.
 The Advertising was highly successful in creating Brand Awareness

24. LAYS
 Frito Lays has revamped the product by reducing the
saturated fat content by 40 per cent.
 Healthy snacks is the next buzzword.
 Frito Lays is expected to launch Rs 3 packs for higher
penetration.

25. SUCCESS FACTORS
 High Decibel Advertising : Bingo was able to capture the Share of
Noise through its heavy spend.
 Novelty Factor : The snack market is driven by impulse purchases
 Regional Flavors: Lays was the first to localize flavors but Bingo
specialized on local flavors and the key differentiator was the
Localized flavors.
 Distribution strength: The strong distribution has helped in terms of
Shelf Space and retailer support.

26. BRAND IDENTITY PRISM
ITC,
Shapes,
Games,
Poing!!!
Innovative,
Experiment-
ative
Indian,
Different
I am
Bindaas!!!
Cool,
Young at
heart
Outgoing
, Fun
loving
Relationship
Culture

27. SURVEY
 Survey Questionnaire for Bingo!

28. SURVEY ANALYSIS
1.1 Frequency of chips purchase
Daily 3 3%
2-4 times a week 18 20%
More than 4 times a
week
4 4%
Occasionally 64 72%

29. 1.2 AWARENESS ABOUT BRANDS
Lays 85 96%
Kurkure 81 91%
Uncle Chips 65 73%
Pringles 44 49%
Bingo 77 87%
Desi beats 44 49%
Haldiram namkeens 69 78%
Other 13 15%

30. 1.3 KNOWLEDGE ABOUT BINGO!
Friends 7 8%
TV commercials 82 94%
Posters 1 1%
Retail Shops 25 29%
Other 3 3%
1.4 TRIED BINGO!
Yes 69 79%
No 18 21%

31. 1.5 NO. OF FLAVOURS TRIED
1 - 2 Flavours 52 75%
3 - 5 Flavours 16 23%
6 or more Flavours 1 1%
1.6 IMPACT OF BINGO COMMERCIALS ON BUYING DECISIONS
DID YOU BUY BINGO! AFTER WATCHING THE COMMERCIAL
Yes 39 46%
No 45 54%

32. 1.7 RATING BINGO
 1.7.1 Flavours
 1.7.2 Packaging
Not Good 11 14%
50 66%
Very Good 15 20%
Not Good 5 6%
51 65%
Very Good 23 29%

33.  1.7.3 Name Appeal
 1.7.4 Availability
Not Good 16 20%
29 36%
Very Good 35 44%
Not Good 11 14%
38 49%
Very Good 29 37%

34.  1.7.5 Taste
Not Good 14 19%
51 69%
Very Good 9 12%

35. 1.8 WHAT DESCRIBES BINGO!?
Energetic 9 11%
Cool 13 15%
Fun 32 38%
Hot 9 11%
Sweet 1 1%
Youthful 22 26%
Mischievous 34 40%
None 16 19%

36. 1.9 RECALLABLE PROPERTIES
Jingle (Poing..!!!) 49 58%
Characters of the
commercial
22 26%
Jokes 28 33%
Brand Name 27 32%

37. NODAL MAP FOR BINGO!
Indian
flavour
s
Sensel
ess
ads
New
Shapes
Poing!
ITC
Foods
Weird
and
wacky
ads
Party
time
Lays is
better
Humour
Bad
taste
Timepass

38. 38
bole to?????

39. Good traditional
Indian flavours
but I love to
consume those
flavoured items
as dishes in the
restaurant
I try Bingo
because it
stands apart,
different from
the crowd,
almost edging
on "weird"
Differently
shaped,
cool and
fun chips
to have

40. Too many
flavours
confuse
me!!!!
Not able to
differentiate
whether it is
Indian or
international
Amazing
taste!!!!

41. PROBLEMS
 Stagnant Market Share
 Brand Loyalty of Lays customer is posing threat to Bingo
 Many of the flavors of Bingo are having the same look and packaging
 Advertisements have failed in creating an urge among customers to go and
buy a pack of Bingo
 Unawareness of the variety of flavours
 Threats of local players
 Taste and too many flavours

42. ITC Foods 42
BINGO! ~ PRODUCT PORTFOLIO

43. RECOMMENDATIONS

44. BRAND PACKAGING
 Bingo! can come up with different shapes of packaging. A
triangular pack can be one of the options
Benefits:
 Different packaging always attracts consumers
 Novelty sustains the consumers’ interest in the brand
 Usage of different colors for packaging different flavors, so
that the customer is able to differentiate among various
flavours available

45. BRAND PROMOTIONS
 Seasonal promotions
 Gift packs: Combo packs in festival season with 4-5
flavors
 Tie up with Coca Cola: At time of Diwali, Cricket
Tournaments etc…
 Title sponsors for programs targeting the youth
 E.g. Splits Villa on MTV, Indian idol etc

46. CHANGE IN ADVERTISING
 Change in Advertising: The existing advertisements have been successful in
creating brand awareness. The new advertisements will focus more on taste and
variety of flavours available and tempting the consumers to purchase the product
after seeing them.
 A continuing character will be used in the advertisements. An animated potato
will be used in the advertisements, where the tastes of the various flavors will be
theme the advertisements

47. FLAVOURS
 Having too many flavours is causing some problems because
customers can’t differentiate between.
 So many (16) variants is a good option to launch with so that people are tempted to try
each of them
 But gradually they can reduce from their portfolio, the ones which they come to know
are not doing well in the market
 So this would also reduce the problem of confusion amongst the consumers.

48. CONTESTS
 To launch a ‘send in your Bingo! Recipe’
contests.