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ITC Foods
1
INDIAN SNACKS INDUSTRY
 Indian Snack food market is estimated to be worth US $3 billion
 Organized sector is growing at ...
ITC FOODS DIVISION
 ITC Foods, which entered the market in 2001, is the smallest business in
the Rs 23,000 Cr. ITC Group....
ABOUT
 The launch is symbolic of ITC Foods' distinct approach of
introducing innovative and differentiated products in a ...
FLAVOURS
 Bingo’s portfolio includes an array of products in both Potato Chips &
Finger Snacks segment.
 The Potato Chip...
ITC Foods 7
BINGO! ~ PRODUCT PORTFOLIO
BINGO! ~ PRODUCT PORTFOLIO
 Bingo provides innovative finger foods like the pakoda
inspired Live Wires,
 Khakra inspired...
VALUE PROPOSITION
• Variety & innovation in a largely undifferentiated market
• Foray into the “Health Snacks” segment by ...
12 - 20
Years
20-35
Years
35-50
Years
> 50
Years
Demographic (Age
Group)
Conservative,
reserved, shy
Outgoing,
Fun Loving,...
Indian Geography & Taste
West
North
East
South
TARGETING
20-35
Years
Demographic Age
Group
Outgoing,
Fun Loving,
Bindaas
A...
POSITIONING
Bingo! is positioned as a youthful and innovative
snack, offering the consumers with choice in terms
of both f...
COMPETITORS
 The major competitor of Bingo is Lays with a market share of
45%
 Haldiram with market share of 27%
 Bingo...
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 ...
16
WHAT DO I POSSESS?? (BRAND PROPERTY)
 Bingo has a unique musical sound that is loved by everyone.
 It is one of the p...
HOW DO I LOOK? (BRAND PACKAGING)
 The packaging is very attractive with
dominant variant color, crimp border colors
and a...
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 boos...
MERCHANDISING
MERCHANDISING BINGO!
 Superior material (Moulded plastic) provides better aesthetics
 Increased Visibility of packs with...
MARKET WARFARE
BINGO!
 Most of the advertisements were considered vague
 In initial stages about 70% of viewers could recall the brand....
LAYS
 Frito Lays has revamped the product by reducing the
saturated fat content by 40 per cent.
 Healthy snacks is the n...
SUCCESS FACTORS
 High Decibel Advertising : Bingo was able to capture the Share of
Noise through its heavy spend.
 Novel...
BRAND IDENTITY PRISM
ITC,
Shapes,
Games,
Poing!!!
Innovative,
Experiment-
ative
Indian,
Different
I am
Bindaas!!!
Cool,
Yo...
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%
Occasiona...
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%
Ha...
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!...
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 COMMERCI...
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...
 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%
...
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
be...
38
bole to?????
Good traditional
Indian flavours
but I love to
consume those
flavoured items
as dishes in the
restaurant
I try Bingo
becau...
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...
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
Benef...
BRAND PROMOTIONS
 Seasonal promotions
 Gift packs: Combo packs in festival season with 4-5
flavors
 Tie up with Coca Co...
CHANGE IN ADVERTISING
 Change in Advertising: The existing advertisements have been successful in
creating brand awarenes...
FLAVOURS
 Having too many flavours is causing some problems because
customers can’t differentiate between.
 So many (16)...
CONTESTS
 To launch a ‘send in your Bingo! Recipe’
contests.
Group 4 Bingo! 1
Group 4 Bingo! 1
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Bingo Branding - ITC

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Transcript of "Group 4 Bingo! 1"

  1. 1. ITC Foods 1
  2. 2. 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.
  3. 3. 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.
  4. 4. 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/-
  5. 5. 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.
  6. 6. ITC Foods 7 BINGO! ~ PRODUCT PORTFOLIO
  7. 7. 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.
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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.
  12. 12. 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
  13. 13. 14 WHAT’S IN MY NAME ?? (BRAND NAME) Easy to pronounce Recallable Exclamation Mark Trendy and Fun Catchy
  14. 14. 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.
  15. 15. 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.
  16. 16. 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.
  17. 17. WHAT DO I PORTRAY? (BRAND PERSONALITY)  Stylish and Cool Innovative  Experimentative  Adventurous
  18. 18. 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.
  19. 19. MERCHANDISING
  20. 20. 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
  21. 21. MARKET WARFARE
  22. 22. 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
  23. 23. 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.
  24. 24. 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.
  25. 25. BRAND IDENTITY PRISM ITC, Shapes, Games, Poing!!! Innovative, Experiment- ative Indian, Different I am Bindaas!!! Cool, Young at heart Outgoing , Fun loving Relationship Culture
  26. 26. SURVEY  Survey Questionnaire for Bingo!
  27. 27. 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%
  28. 28. 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%
  29. 29. 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%
  30. 30. 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%
  31. 31. 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%
  32. 32.  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%
  33. 33.  1.7.5 Taste Not Good 14 19% 51 69% Very Good 9 12%
  34. 34. 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%
  35. 35. 1.9 RECALLABLE PROPERTIES Jingle (Poing..!!!) 49 58% Characters of the commercial 22 26% Jokes 28 33% Brand Name 27 32%
  36. 36. 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
  37. 37. 38 bole to?????
  38. 38. 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
  39. 39. Too many flavours confuse me!!!! Not able to differentiate whether it is Indian or international Amazing taste!!!!
  40. 40. 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
  41. 41. ITC Foods 42 BINGO! ~ PRODUCT PORTFOLIO
  42. 42. RECOMMENDATIONS
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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.
  47. 47. CONTESTS  To launch a ‘send in your Bingo! Recipe’ contests.
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