SlideShare ist ein Scribd-Unternehmen logo
1 von 49
ITC Foods
1
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.
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.
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/-
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.
ITC Foods 7
BINGO! ~ PRODUCT PORTFOLIO
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.
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
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
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
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.
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
WHAT’S IN MY NAME ?? (BRAND NAME)
Easy to
pronounce
Recallable
Exclamation
Mark
Trendy and
Fun
Catchy
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
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.
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.
WHAT DO I PORTRAY? (BRAND PERSONALITY)
 Stylish and Cool Innovative
 Experimentative
 Adventurous
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.
MERCHANDISING
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
MARKET WARFARE
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
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.
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.
BRAND IDENTITY PRISM
ITC,
Shapes,
Games,
Poing!!!
Innovative,
Experiment-
ative
Indian,
Different
I am
Bindaas!!!
Cool,
Young at
heart
Outgoing
, Fun
loving
Relationship
Culture
SURVEY
 Survey Questionnaire for Bingo!
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%
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%
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%
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%
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%
 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%
 1.7.5 Taste
Not Good 14 19%
51 69%
Very Good 9 12%
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%
1.9 RECALLABLE PROPERTIES
Jingle (Poing..!!!) 49 58%
Characters of the
commercial
22 26%
Jokes 28 33%
Brand Name 27 32%
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
bole to?????
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
Too many
flavours
confuse
me!!!!
Not able to
differentiate
whether it is
Indian or
international
Amazing
taste!!!!
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
ITC Foods 42
BINGO! ~ PRODUCT PORTFOLIO
RECOMMENDATIONS
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
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
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
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.
CONTESTS
 To launch a ‘send in your Bingo! Recipe’
contests.
Group 4 Bingo! 1

Weitere ähnliche Inhalte

Was ist angesagt?

ITC's Bingo - Marketing Strategy
ITC's Bingo -  Marketing StrategyITC's Bingo -  Marketing Strategy
ITC's Bingo - Marketing Strategyrv1709
 
Parle-g marketing strategy
Parle-g marketing strategyParle-g marketing strategy
Parle-g marketing strategyDhruv Patar
 
Lay's NPP Corrected FINAL PRINT
Lay's NPP Corrected FINAL PRINTLay's NPP Corrected FINAL PRINT
Lay's NPP Corrected FINAL PRINTChandler Shipley
 
Paper boat 2019 market analysis (factor analysis))
Paper boat 2019 market analysis (factor analysis))Paper boat 2019 market analysis (factor analysis))
Paper boat 2019 market analysis (factor analysis))Ramanjeet Singh
 
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .gaurav
 
Repositioning of sunfeast dark fantasy
Repositioning of sunfeast dark fantasyRepositioning of sunfeast dark fantasy
Repositioning of sunfeast dark fantasySoochna Sahu
 
Cadbury's marketing ppt
Cadbury's marketing pptCadbury's marketing ppt
Cadbury's marketing pptSwati Luthra
 
Analysis of Marketing Mix & STP of Cadbury's
Analysis of Marketing Mix & STP of Cadbury'sAnalysis of Marketing Mix & STP of Cadbury's
Analysis of Marketing Mix & STP of Cadbury'sMohd Sameer Ansari
 
marketing mix in fritto lays and other similar products
marketing mix in fritto lays and other similar productsmarketing mix in fritto lays and other similar products
marketing mix in fritto lays and other similar productsprasad0509
 
Consumer Behaviour on Soft Drinks Market in India - A Case Study on Pepsi
Consumer Behaviour on Soft Drinks Market in India - A Case Study on PepsiConsumer Behaviour on Soft Drinks Market in India - A Case Study on Pepsi
Consumer Behaviour on Soft Drinks Market in India - A Case Study on PepsiPriyank Agarwal
 
Hector beverages’ paper boat
Hector beverages’ paper boatHector beverages’ paper boat
Hector beverages’ paper boatAkash Sharma
 
Creme de la Creme Ice Cream
Creme de la Creme Ice CreamCreme de la Creme Ice Cream
Creme de la Creme Ice CreamNafis Ahmed
 
Coca cola brand positioning
Coca cola brand positioning Coca cola brand positioning
Coca cola brand positioning Hiba Nasir
 
Paperboat PPT
Paperboat PPTPaperboat PPT
Paperboat PPTAnkit Sha
 
Presentation on Maggi
Presentation on MaggiPresentation on Maggi
Presentation on MaggiPankajSingla
 

Was ist angesagt? (20)

ITC's Bingo - Marketing Strategy
ITC's Bingo -  Marketing StrategyITC's Bingo -  Marketing Strategy
ITC's Bingo - Marketing Strategy
 
Parle-g marketing strategy
Parle-g marketing strategyParle-g marketing strategy
Parle-g marketing strategy
 
New Brand Grp 5
New Brand Grp 5New Brand Grp 5
New Brand Grp 5
 
Lay's NPP Corrected FINAL PRINT
Lay's NPP Corrected FINAL PRINTLay's NPP Corrected FINAL PRINT
Lay's NPP Corrected FINAL PRINT
 
Paper boat 2019 market analysis (factor analysis))
Paper boat 2019 market analysis (factor analysis))Paper boat 2019 market analysis (factor analysis))
Paper boat 2019 market analysis (factor analysis))
 
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
 
Repositioning of sunfeast dark fantasy
Repositioning of sunfeast dark fantasyRepositioning of sunfeast dark fantasy
Repositioning of sunfeast dark fantasy
 
Cadbury's marketing ppt
Cadbury's marketing pptCadbury's marketing ppt
Cadbury's marketing ppt
 
Analysis of Marketing Mix & STP of Cadbury's
Analysis of Marketing Mix & STP of Cadbury'sAnalysis of Marketing Mix & STP of Cadbury's
Analysis of Marketing Mix & STP of Cadbury's
 
marketing mix in fritto lays and other similar products
marketing mix in fritto lays and other similar productsmarketing mix in fritto lays and other similar products
marketing mix in fritto lays and other similar products
 
Bingo
BingoBingo
Bingo
 
Consumer Behaviour on Soft Drinks Market in India - A Case Study on Pepsi
Consumer Behaviour on Soft Drinks Market in India - A Case Study on PepsiConsumer Behaviour on Soft Drinks Market in India - A Case Study on Pepsi
Consumer Behaviour on Soft Drinks Market in India - A Case Study on Pepsi
 
Porters 5 forces on maggie
 Porters 5 forces on maggie Porters 5 forces on maggie
Porters 5 forces on maggie
 
Hector beverages’ paper boat
Hector beverages’ paper boatHector beverages’ paper boat
Hector beverages’ paper boat
 
ITC- Distribution Channel
ITC- Distribution ChannelITC- Distribution Channel
ITC- Distribution Channel
 
Creme de la Creme Ice Cream
Creme de la Creme Ice CreamCreme de la Creme Ice Cream
Creme de la Creme Ice Cream
 
Cadbury vs Nestle
Cadbury vs NestleCadbury vs Nestle
Cadbury vs Nestle
 
Coca cola brand positioning
Coca cola brand positioning Coca cola brand positioning
Coca cola brand positioning
 
Paperboat PPT
Paperboat PPTPaperboat PPT
Paperboat PPT
 
Presentation on Maggi
Presentation on MaggiPresentation on Maggi
Presentation on Maggi
 

Ähnlich wie Group 4 Bingo! 1

Ankita Singh- Marketing PPT.pptx
Ankita Singh- Marketing PPT.pptxAnkita Singh- Marketing PPT.pptx
Ankita Singh- Marketing PPT.pptxAmorEspaol
 
Interrobang S13 Marketing Bingo Multichips Case Study (1).pdf
Interrobang S13 Marketing  Bingo Multichips Case Study (1).pdfInterrobang S13 Marketing  Bingo Multichips Case Study (1).pdf
Interrobang S13 Marketing Bingo Multichips Case Study (1).pdfPriyanshiGupta21488
 
Study of cdm in fmcg sector
Study of cdm in fmcg sectorStudy of cdm in fmcg sector
Study of cdm in fmcg sectorvikram0551
 
Group4 pepsi co.snacks
Group4 pepsi co.snacksGroup4 pepsi co.snacks
Group4 pepsi co.snacksAkhilGoyal51
 
Branding Challenges & Opportunities, Turkey food & drink initiative by TBCCI
Branding Challenges & Opportunities, Turkey food & drink initiative by TBCCIBranding Challenges & Opportunities, Turkey food & drink initiative by TBCCI
Branding Challenges & Opportunities, Turkey food & drink initiative by TBCCISCG International
 
IMC Plan for Britannia's Little Hearts
IMC Plan for Britannia's Little HeartsIMC Plan for Britannia's Little Hearts
IMC Plan for Britannia's Little HeartsAnushka Binani
 
Guinness marketing strategy
Guinness marketing strategyGuinness marketing strategy
Guinness marketing strategyAjay Sharma
 
Polo activation proposal
Polo activation proposalPolo activation proposal
Polo activation proposalGuru Idea Lab
 
Tai Pei: Fortunately Different, National Student Advertising Competition 2017
Tai Pei: Fortunately Different, National Student Advertising Competition 2017Tai Pei: Fortunately Different, National Student Advertising Competition 2017
Tai Pei: Fortunately Different, National Student Advertising Competition 2017Amanda Cermak
 
Agora pik nik presentation
Agora pik nik presentationAgora pik nik presentation
Agora pik nik presentationAlbert Go
 
Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju ...
Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju ...Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju ...
Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju ...Društvo za marketing Slovenije
 

Ähnlich wie Group 4 Bingo! 1 (20)

Ankita Singh- Marketing PPT.pptx
Ankita Singh- Marketing PPT.pptxAnkita Singh- Marketing PPT.pptx
Ankita Singh- Marketing PPT.pptx
 
Interrobang S13 Marketing Bingo Multichips Case Study (1).pdf
Interrobang S13 Marketing  Bingo Multichips Case Study (1).pdfInterrobang S13 Marketing  Bingo Multichips Case Study (1).pdf
Interrobang S13 Marketing Bingo Multichips Case Study (1).pdf
 
Study of cdm in fmcg sector
Study of cdm in fmcg sectorStudy of cdm in fmcg sector
Study of cdm in fmcg sector
 
Maniana
ManianaManiana
Maniana
 
Bingo Strategy
Bingo StrategyBingo Strategy
Bingo Strategy
 
Group4 pepsi co.snacks
Group4 pepsi co.snacksGroup4 pepsi co.snacks
Group4 pepsi co.snacks
 
Bingo!!!
Bingo!!!Bingo!!!
Bingo!!!
 
Bingo
BingoBingo
Bingo
 
Bjc ppt
Bjc pptBjc ppt
Bjc ppt
 
Market segmentation
Market segmentationMarket segmentation
Market segmentation
 
Branding Challenges & Opportunities, Turkey food & drink initiative by TBCCI
Branding Challenges & Opportunities, Turkey food & drink initiative by TBCCIBranding Challenges & Opportunities, Turkey food & drink initiative by TBCCI
Branding Challenges & Opportunities, Turkey food & drink initiative by TBCCI
 
IMC Plan for Britannia's Little Hearts
IMC Plan for Britannia's Little HeartsIMC Plan for Britannia's Little Hearts
IMC Plan for Britannia's Little Hearts
 
Guinness marketing strategy
Guinness marketing strategyGuinness marketing strategy
Guinness marketing strategy
 
The Magic Mule
The Magic MuleThe Magic Mule
The Magic Mule
 
Assignment
AssignmentAssignment
Assignment
 
Polo activation proposal
Polo activation proposalPolo activation proposal
Polo activation proposal
 
Ssscm Itc Bingo 1
Ssscm Itc Bingo 1Ssscm Itc Bingo 1
Ssscm Itc Bingo 1
 
Tai Pei: Fortunately Different, National Student Advertising Competition 2017
Tai Pei: Fortunately Different, National Student Advertising Competition 2017Tai Pei: Fortunately Different, National Student Advertising Competition 2017
Tai Pei: Fortunately Different, National Student Advertising Competition 2017
 
Agora pik nik presentation
Agora pik nik presentationAgora pik nik presentation
Agora pik nik presentation
 
Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju ...
Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju ...Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju ...
Griša Šoba (Flaviar): Zasnova in lansiranje nove evropske znamke na področju ...
 

Kürzlich hochgeladen

VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130  Available With RoomVIP Kolkata Call Girl Howrah 👉 8250192130  Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Roomdivyansh0kumar0
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Dave Litwiller
 
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLMONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLSeo
 
Pharma Works Profile of Karan Communications
Pharma Works Profile of Karan CommunicationsPharma Works Profile of Karan Communications
Pharma Works Profile of Karan Communicationskarancommunications
 
Unlocking the Secrets of Affiliate Marketing.pdf
Unlocking the Secrets of Affiliate Marketing.pdfUnlocking the Secrets of Affiliate Marketing.pdf
Unlocking the Secrets of Affiliate Marketing.pdfOnline Income Engine
 
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurVIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurSuhani Kapoor
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayNZSG
 
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Lviv Startup Club
 
Progress Report - Oracle Database Analyst Summit
Progress  Report - Oracle Database Analyst SummitProgress  Report - Oracle Database Analyst Summit
Progress Report - Oracle Database Analyst SummitHolger Mueller
 
GD Birla and his contribution in management
GD Birla and his contribution in managementGD Birla and his contribution in management
GD Birla and his contribution in managementchhavia330
 
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...Any kyc Account
 
Event mailer assignment progress report .pdf
Event mailer assignment progress report .pdfEvent mailer assignment progress report .pdf
Event mailer assignment progress report .pdftbatkhuu1
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableDipal Arora
 
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyThe Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyEthan lee
 
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsCash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsApsara Of India
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxAndy Lambert
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageMatteo Carbone
 

Kürzlich hochgeladen (20)

VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130  Available With RoomVIP Kolkata Call Girl Howrah 👉 8250192130  Available With Room
VIP Kolkata Call Girl Howrah 👉 8250192130 Available With Room
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
 
Forklift Operations: Safety through Cartoons
Forklift Operations: Safety through CartoonsForklift Operations: Safety through Cartoons
Forklift Operations: Safety through Cartoons
 
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLMONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
 
Pharma Works Profile of Karan Communications
Pharma Works Profile of Karan CommunicationsPharma Works Profile of Karan Communications
Pharma Works Profile of Karan Communications
 
Unlocking the Secrets of Affiliate Marketing.pdf
Unlocking the Secrets of Affiliate Marketing.pdfUnlocking the Secrets of Affiliate Marketing.pdf
Unlocking the Secrets of Affiliate Marketing.pdf
 
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurVIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
 
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
 
Progress Report - Oracle Database Analyst Summit
Progress  Report - Oracle Database Analyst SummitProgress  Report - Oracle Database Analyst Summit
Progress Report - Oracle Database Analyst Summit
 
GD Birla and his contribution in management
GD Birla and his contribution in managementGD Birla and his contribution in management
GD Birla and his contribution in management
 
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
 
Event mailer assignment progress report .pdf
Event mailer assignment progress report .pdfEvent mailer assignment progress report .pdf
Event mailer assignment progress report .pdf
 
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
 
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case studyThe Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
 
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsCash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
 
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
 

Group 4 Bingo! 1

  • 2.
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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.