ITC's Bingo -  Marketing Strategy
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ITC's Bingo - Marketing Strategy

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Includes Introduction, 4P's, Porter's 5 forces, Competitor analysis, Leaders, Challengers, Followers, Nichers.

Includes Introduction, 4P's, Porter's 5 forces, Competitor analysis, Leaders, Challengers, Followers, Nichers.

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  • 1. Wafer Warfare
    A project aimed at understanding the Indian Wafer Snacks Market with special emphasis on Market Size, Market Structure, Competitors and their Strategies.
    Submitted To:-
    Prof. Dr. Amit Rangnekar
    By:-
    Rahul Vaswani
    Chetana’s R.K Institute of Management & Research
    Roll No:116 (M3, MMS Marketing)
  • 2. Introduction to the Indian Wafer Snacks Segment
    • The size of the Wafer Snacks Segment in India is estimated to be 4,500 – 5000 crores
    • 3. The market is growing at 30 percent annually
    • 4. The branded players account for 2,000 croresof the market size
    • 5. Major branded players include Frito-Lay, Bingo, Haldiram, Balaji, Parle
    • 6. Potato Chips and Potato based items account for 85 percent of the total snacks segment.
    • 7. As per Nielsen’s Retail Audit, Frito-Lay commands 45% market share, followed by Haldiram at 27% and Bingo at 16%
    • 8. The rest is divided between new players such as Smart Chips, regional players such as Balaji and handful of unorganized players
  • Prominent Brands and their offerings
     
  • 9. Analyzing Segment Attractiveness
    (Porter’s 5 forces)
  • 10. Industry Attractiveness (Porter’s 5 forces)
    Threat of new entry:
     
    • As the market is growing at 30 percent annually, new entrants may consider it a profitable venture
    • 11. As branded players are priced similarly, new players might penetrate by adopting a lower price or by offering more grammage at the same price (Balaji-strategy)
    • 12. New players with a distinct USP and marketing strategy may find it easier to enter the market (Bingo Strategy)
    • 13. Unorganized players still account for half of the total wafer segment, thereby discouraging market entry
    • 14. Veteran players such as Fritolay, Haldiram etc enjoy economies of scale, well-established distribution and good distributor relations.
    Hence, the threat of new entrants is moderate.
  • 15. Industry Attractiveness (Porter’s 5 forces)
    Competitive Rivalry
    • High Competition – Branded Players involved in cut-throat competition to increase market share, entice new consumers, find new markets
    • 16. Low Quality differences among branded players.
    • 17. Quality difference between branded and unbranded offerings is offset by low price offered by unbranded players
    • 18. Cost of switching is low as all players have a similar pricing strategy
    • 19. Brand Loyalty is high for branded players
    Hence, the threat of competitive rivalry is high.
  • 20. Industry Attractiveness (Porter’s 5 forces)
    Bargaining power of suppliers
    • Suppliers provide raw materials such as potatoes, spices and other ingredients. Their ability to raise input costs is high.
    • 21. Higher cost of input commodities leads to lower margins, making the market unattractive for distributors and retailers (in an already low-margin, high-volume market)
    • 22. Shortage of any input material may also affect production and thereby impact distribution.
    • 23. Veteran players like Fritolay and ITC already have a well-established network of suppliers. ITC’s e-choupal venture permits a steady supply of raw materials at the lowest price.
    Hence, the bargaining power of suppliers is high.
  • 24. Industry Attractiveness (Porter’s 5 forces)
    Bargaining power of consumers
    • Frito-Lay enjoys a healthy lead with a 45 percent market share for it’s portfolio of products
    • 25. Competitor differentiation is in terms of variants and communication.
    • 26. Ability to substitute is high as brands are priced similarly and distribution problems for one brand promote sales for the other.
    • 27. Price Sensitivity is high. An increase in the price of Lays may promote a switch to Bingo for most buyers (except for loyalists)
    Hence, bargaining power of consumers is high.
  • 28. Industry Attractiveness (Porter’s 5 forces)
    Threat of substitutes.
    • Indian Snack Segment is high-volume, low-involvement driven (thrives on impulse buy)
    • 29. All snacks are considered to be substitutes of each other
    Biscuits, Wafers and local snacks like Chakli, banana chips, farsan etc are all substitutes of one another
    Hence, the threat of substitutes is high.
  • 30. Industry Attractiveness (Porter’s 5 forces)
    Final Verdict
    The market is unattractive for players who:
    • Aim to be a me-too product with no significant differentiation
    • 31. Do not have a well-established distribution network
    • 32. Do not have good supplier and dealer relationships
     
    However, if one can “Pull” a bingo or carve out a “Smart” Niche ala Smart Chips, the entry to this market may be profitable.
  • 33. UnderstandingTheMarketStructure
  • 34. MARKET STRUCTURE
  • 35. Stages in the Lifecycle of the Category
  • 36. Lifecycle Stages of the Wafer Segment
    Product Development Stage
     
    This stage is characterized by
     
    • No Sales & Profit
    • 37. Product Testing – identifying a sample target group to evaluate the potential of the product
    • 38. Research & Development – aimed at constantly improving/differentiating the product
    • 39. Eg, before Launch, Bingo developed a cross-sectional team of 8 individuals who travelled across 14 cities to identify the snacking habits of the Indian Consumer. The team found out that local-tasty snacks like khakra, vadapav , samosas, etc were the popular choices among the Indian audience. Based on this information, the company decided to develop flavors with an Indian taste.
    • 40. Test Marketing – may be conducted by launching the product in one or two markets initially.
  • Lifecycle Stages of the Wafer Segment
    Introduction STAGE
     
    • The product is launched in the market, either as a single variant or multiple variants, single SKU or multiple SKU’s. In this case, it is advisable to go for multiple SKU’s to off-set price-sensitivity.
    • 41. The price is set keeping in mind the competitor’s offering, the price-sensitivity, market size, cost of switching, extent of brand loyalty among other factors. However, it is advisable to follow the leader in this regard unless there is a significant USP. If the product is me-too, a lower price is advisable
    • 42. Promotional Spends, if launched nationally, must be high enough to gain maximum visibility in the early stages. Efforts must be made to keep the communication simple and unique. The launch campaign must be such that it doesn’t get lost in the clutter.
    • 43. FMCG thrives on distribution so the firm must have a well-established network in its place. The firm may look at providing add-on schemes, value deals to dealers and retailers not provided by competitors.
  • Lifecycle Stages of the Wafer Segment
    Growth
    • Depending on the success in the growth stage, the firm may aim at product improvement. In terms of SKUs, packaging, etc.
    • 44. The company may introduce newer variants through continuous R&D
    • 45. The firm may undertake sales promotion such as extra grammage, freebies, etc.
    • 46. Example: The sales of Lays multiplied through the introduction of “Tazo”
    • 47. If the product was launched in smaller markets, the firm may consider increasing distribution coverage.
  • Lifecycle Stages of the Wafer Segment
    Maturity
    The market becomes saturated. Hence, the firm may place emphasis on :-
  • 48. Lifecycle Stages of the Wafer Segment
    Decline
    • The Company may withdraw the product from the market. If in-case of a multi-brand company, the company may focus on profitable brands (cannibalize its weaker brands)
    • 49. The firm may adopt a permanent sales promotion strategy such as buy one-get one free, discounted price, more grammage in case of large unsold inventory.
  • Marketing Strategy adopted by Frito-lay (The Market Leader)
  • 50. Marketing Strategy of Frito-Lay
     
    Product Strategy:-
     
    Frito-Lay's product strategy aims at differentiating among its own brands in terms of product taste, design, packaging and target audience.  
  • 51. Marketing Strategy of Frito-Lay
    Pricing Strategy
     
    • The pricing strategy for Lays is consistent with other competing players. As this market is driven by high-impulsive buyers of snack foods, there is very little dichotomy in the pricing strategies of all major players.
    • 52. Lays and Kurkure, the two popular choices, come in different SKU’s priced at Rs.5, Rs, 10 and Rs. 20, similar to Bingo and Haldiram.
    • 53. Recently, however Fritolay launched a Rs.3 SKU for it’s Kurkure brand in a bid to compete more aggressively.
  • Marketing Strategy of Frito-Lay
    Promotional strategy
     
    • Realizing the direct threat posed by Bingo to its market share, Fritolay revamped its’ branding strategy for all leading brands.
    • 54. For Lays, the company signed on ambassadors Saif Ali Khan & MS Dhoni. Indianized versions of Lays were also launched after Bingo’s success with Indian flavours. These included Chat Street,
    • 55. “Chala Change Ka Chakkar” – the largest ever brand promotional strategy undertaken by Fritolay aimed at bringing all its flagship brands under one roof. This massive umbrella campaign would allow chosen customers to live the life of a Bollywood Indian celebrity for a day.
    • 56. “Chai Time Achievers” – a Kurkure centric campaign was aimed at the housewives in India. The Idea was to promote heavy audience interaction by sending recipes for new flavours. The winning family would then have the opportunity to have their photographs on one million Kurkure packs
    • 57. Aside from JuhiChawla, the company also signed on KareenaKapoor for the “Desi Beats” version of Kurkure.
    • 58. Other initiatives include posters at unconventional retail points such as cyber cafes and telephone booths, a tie-up with South-Western Railways, known as “Kurkure Express” to increase brand visibility.
  • Marketing Strategy of Frito-Lay
    DISTRIBUTION STRATEGY
     
    • Being first in the market through its acquisition of Uncle Chipps, Fritolay already has a well-established network of distributors and retailers pan-India. The brand loyalty enjoyed by Lays was leveraged during the launch of Kurkure, Cheetos and the recently launched “Aliva”
    • 59. Frito-Lay has a distribution network of 30 CFAs and 2 RDCs who service 800 distributors who sell to 4 lakhs retailers.
     
    • Fritolayboasts of reaching more than 1 million retail outlets countrywide covering 100 towns. The Company, with its manufacturing plants in Punjab and Pune, aims at investing 20 crores to extend distribution facilities to improve coverage and increase product shelf life by 120 days.
  • Marketing Strategy adopted by Bingo (The Market Challenger)
  • 60. Marketing Strategy of Bingo
     
    Product strategy
     
    • Bingo positioned itself as chips with an Indian twist. The 16 flavors introduced at launch were carefully developed through R&D.
    • 61. The initial offerings were a mix of potato chips and finger snacks.
    • 62. The Potato chips segment includes variants like masala, salted, tomato inspired by the snacking habits of the Indian consumer
    • 63. The offerings under Finger Snacks include the pakoda inspired ‘Live Wires’ and Khakra inspired ‘Mad Angles’
    • 64. These offerings were further differentiated by providing SKU’s at Rs. 5, Rs.10 and Rs. 20
  • Marketing Strategy of Bingo
    Pricing strategy
     
    • The main objective for ITC was to compete effectively with players who were already there. Hence, it launched a direct frontal attack by introducing similar priced SKU’s.
    • 65. ITC already enjoyed cost advantage over competitors through its e-choupal initiative. This also facilitated timely supply of raw materials.
    • 66. ITC’s printing and packaging business also lead to high-quality, cost-effective and innovative packaging.
  • Marketing Strategy of Bingo
    Promotional strategy
     
    • Bingo was strategically launched at the time of world cup to cash in on the popularity of snacks among the cricket lovers of the country.
    • 67. The advertising strategy revolved around slapstick humor and irrelevant themes to hold eyeballs, garner attention and interest, and stand out from the clutter.
    • 68. ITC booked 10 to 15 spots per channel per day, 20 spots on radio stations supported by 1000’s of hoardings advertising the product. According to industry estimates, the total advertising spend in the initial 6 months were roughly 100 crores.
    • 69. While its competitor Fritolay focuses on celebrity endorsements, Bingo chose a different route. It didn’t have an ambassador!
    • 70. As the product is aimed at the youth, digital media was heavily used. For instance, the Bingo National Gaming Championship across 4 cities with more than 25,000 participants
    • 71. Bingeonbingo.com and Mad Angles Twister Application (Facebook) were other initiatives in online media.
  • Marketing Strategy of Bingo
    Distribution strategy
    • ITC already had a well-established distribution network through its cigarette and tobacco-related offerings which was leveraged in case of Bingo.
    • 72. Further, the company distributed 4 lakh racks across all retailers to display the brand at all Points-of-sale.
    • 73. Within 6 months, Bingo was available across 2,50,000 retailers across the country.
    • 74. A crucial alliance with Future group which lead to all future group retail outlets like Big Bazaar, Food Bazaar stocking only ITC”s Bingo
    • 75. HORECA (Hotels, Restaurants and Cafes), Local betel shops are all being used to distribute Bingo to a wide range of audiences
  • Marketing Strategy adopted by SMART CHIPS(The Market NIChER)
  • 76. Marketing Strategy of Parle’s Smart Chips
    Among its competitors, Parle has had a tough time gaining a considerable market share for its snack offerings. Must Bites & Must Sticks together account for 5-7 percent of the total organized wafer chips segment
    Product strategy
     
    Parle Monaco recently entered the chips segment with its healthy variant called “Smart Chips”. Realizing the recent market trend of being more ‘health conscious’, Parle, through Smart Chips has carved out its own niche. Highlighting it’s USP of being baked rather than friend. Smart Chips comes in 4 different flavors:
    Simply SaltedTangy TomatoCrazy ChatMacho Masala
  • 77. Marketing Strategy of Parle’s Smart Chips
    Pricing strategy
    Similar to competitors, Smart Chips comes in two SKU’s. Rs. 5 for a 25 gm pack and Rs. 10 for a 50 gm pack
    Promotional strategy
    • The ad campaign, handled by Thoughtshop Communications, features Aamir Khan advocating the benefits of baked chips over the fried ones taking a subtle shot at competing brands
    • 78. The ad highlights the USP of the product in a humorous way without sounding to preachy or serious, which enables it to stand out from the clutter.
     
    Distribution strategy
    • Being a veteran player in the food and snacks segment, Parle already has a well-established framework of distribution through its biscuits and other snack offerings. This has enabled Parle to distribute Smart Chips effectively, reaching millions of retail outlets.
    • 79. Thus, with the advent of Smart Chips, Parle has carved out a small niche for itself aimed at the health conscious snack-lovers. However, it remains to be seen how this product performs in the long run.
  • Frito-Lay's Success Mantra – Right Strategy at the Right Time
     
  • 80. Learning’s from the competitors.
  • 81. REFERENCES
    TEXTUAL REFERENCES
    Marketing Strategy – Walker, Mullins, Boyd
    Marketing Strategy & Plans – Michael Vaz
    Class Handouts – Prof. Dr. Amit Rangnekar
    WEB-BASED REFERENCES
    http://www.imagesretail.com/support_jan_suplychain.htm
    http://www.televisionpoint.com/news2009/newsfullstory.php?id=1244814371
    Official Websites of Fritolay, Parle, Balaji, Bingo among other brands
    http://www.afaqs.com/perl/news/story.html?sid=20324
    http://www.moneycontrol.com/news/business/frito-lay-loses-snack-mkt-share-to-itcs-bingo_300325.html
    http://www.bizdewz.com/parle-monaco-smart-chips-vs-lays-or-aliva/
    http://www.afaqs.com/perl/news/story.html?sid=25651
    http://economictimes.indiatimes.com/news/news-by-industry/cons-products/food/Balaji-Wafers-a-name-to-reckon-with-in-Gujarat-snacks-market/articleshow/5367599.cms
  • 82. THANK YOU