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
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.
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/-
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.
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.
• 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
After the launch of Bingo, Dec 08
Before the launch of Bingo, Mar
Market Share: Organized
12 - 20
Psychographic (Attitude /
Indian Geography & Taste
Attitude / Behavior
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
No one can eat just One..!
Lays is positioned as a very good quality snack
with international taste.
The major competitor of Bingo is Lays with a market share of
Haldiram with market share of 27%
Bingo is holding 16%
Regional players are holding rest of the share
WHAT’S IN MY NAME ?? (BRAND NAME)
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
The unique shapes in which it comes, which makes it easily
recognizable amongst the consumers.
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
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.
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
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
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
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
Distribution strength: The strong distribution has helped in terms of
Shelf Space and retailer support.
BRAND IDENTITY PRISM
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
Not Good 11 14%
Very Good 15 20%
Not Good 5 6%
Very Good 23 29%
1.7.3 Name Appeal
Not Good 16 20%
Very Good 35 44%
Not Good 11 14%
Very Good 29 37%
Not Good 14 19%
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
Jokes 28 33%
Brand Name 27 32%
NODAL MAP FOR BINGO!
but I love to
as dishes in the
I try Bingo
Not able to
whether it is
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
Bingo! can come up with different shapes of packaging. A
triangular pack can be one of the options
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
Gift packs: Combo packs in festival season with 4-5
Tie up with Coca Cola: At time of Diwali, Cricket
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
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.
To launch a ‘send in your Bingo! Recipe’