Bingo marketing ppt

1. BINGO!
BY- ANKITA SINGH
PGDM- 2022-2024
(Section – A)
SUBMITTED TO- RESPECTED DEVESH SIR

2. ABOUT BINGO!-
• 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. Basically,
it means, Bingo! is associated withYouth, Fun and Excitement.
• It fulfils the consumer need for variety and novelty in snacks
• The snacks are available in packs priced at Rs. 5/- , 10/- & 20/-
• The tagline is, 'No confusion, Just great combination'.

3. PRODUCT-
PRODUCT VARIETY-
• BINGO! POTATO CHIPS-
“Apna Asli Flavour, Bhoolna Never”
1) Potato Chips Salted
2) Potato Chips Cream and Onion
3) Potato Chips Masala
4) Potato Chips Tomato

4. • BINGO! ORIGINAL STYLE-
“Light and Tasty Chips”
1) Potato Chips Chilli Sprinkled
2) Potato Chips Salt Sprinkled
• BINGO! MAD ANGLES-
“Har Angle se Mmmm….”
1) Mad Angles Cheese Nachos
2) Mad Angles Pizza-aaaah
3) Mad Angles Tomato Madness
4) Mad Angles Masala Madness
5) Mad Angles Achaari Masti
6) Mad Angles Chaat Masti
7) Mad Angles Very Peri Peri

5. • BINGO! TEDHE MEDHE-
“Eat. Phir Repeat.”
1) Tedhe Medhe Achaari Masti
2) Tedhe Medhe Masala Tadka
3) Tedhe Medhe Pudina Twist
4) Tedhe Medhe Tomato Masti
• BINGO! NAMKEENS-
1) Tedhe Medhe Cocktail Mix
2) Tedhe Medhe Nut Crackers
3) Tedhe Medhe Pulse Mix
4) Tedhe Medhe Aloo Bhujia

6. • BINGO! NO RULZ-
“Banao Masti Ke Apne Rule”
1) Bingo! No Rulz Cheese Curlz
2) Bingo! No Rulz Masala Curlz
3) Bingo! No Rulz Tomato
4) Bingo! No Rulz Cheese
5) Bingo! No Rulz Masala

7.  QUALITY-
• Bingo!’s goal is to take you on an adventure of flavours. That's
exactly why everything that makes its way into a pack of Bingo!
is carefully selected and processed using the finest & freshest
possible ingredients.
• Bingo!’s HACCP certified manufacturing facilities adhere to
world class standards. Their products are manufactured with
Zero Human Product Touch during the entire process because
you deserve nothing less than safe, hygienic snacks of the
highest quality.

8.  DESIGN-

9. .
• Bingo’s logo is of colour- Red, Yellow and White and
connect with the Youth in an approachable way.
• The colour red is known to trigger the taste buds the
moment you look at it.

10.  FEATURES-
• 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..!
• 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.
• 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.
• It has easy and creative punch lines.

11. BRAND NAME-
• Easy to pronounce.
• Recallable.
• Exclamation Mark!
• Trendy and Fun.
• Catchy.

12. 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.

13. .

14. SIZES-
• Bingo! Potato Chips-
• 100g
• 52g
• 30g
• 50g Tedhe Medhe
• 90g Mad Angles
• 140g Mad Angles

15. PACKAGE WEIGHT-
• 0.03 kilograms
• 0.04 kilograms
• 0.09 kilograms

16. COLOUR OF PACKING-
• Bingo! Potato Chips-
Yellow , Green, Dark Blue and Red.
• Bingo! Mad Angles-
Light Green + Dark Green, Light Brown + Red, Red + Green, Blue +
Red, Brownish-red + Yellow, Pink + Blue and Blue + Orange.

17. .
• Bingo! Tedhe Medhe-
Red, Pink and Green.

18. • Bingo! No Rulz-
Red + Green, Red + Dark Blue, Red + Orange, Dark Blue + Green, Purple +
Blue.
• Bingo! Namkeens-
Black

19. PRICE-
MRP-
• 5 Rs
• 10 Rs
• 20 Rs
• 27 Rs (Mega Save) – Mad Angles

20. PLACE-
• Bingo has made sure that it makes new inroads in both rural and urban markets and
hence has made its products easily available at every possible store across the
country. As it is a subsidiary of a bigger brand like ITC, its distribution channels are far
and wide.
• The brand has tried to adopt a micro-distribution policy to gain better reachability. Hence
it is possible to buy a pack of Bingo even in the remotest part of rural India.
• Bingo has a good supplier base and its suppliers provide raw materials like spices,
potatoes and other ingredients at lower costs. Distribution channel of a company is based
on tried and tested policy of manufacturer to dealer and lastly to consumers through
several possible mediums like grocery stores, discount outlets, convenience stores and
supermarkets.
• The company has provided incentives to its dealers and retailers so that they
encourage product sales.
• Bingo! Is also available online. For example- Amazon, ITC E-Store etc.
• Tier 1,Tier 2 & Metro Cities , Rural India ,Retail Stores, Grocery Store & Super Market , E-
Commerce Platform (Amazon).

21. .

22. PROMOTION-
• Bingo has become a popular brand and has decided to adopt an aggressive policy for marketing its
products. It wants to penetrate the competitive market of snack foods and for this, it has
decided to introduce innovative campaign policies and catchy advertisements.
• The brand has advertised its commercials through every possible means at its disposal. Ads
are aired on radio, television and displayed on newspapers, billboards and magazines.
• During the first six months, the company booked nearly 1000 hoardings, 20 spots on radio
and 10-15 spots on most channels every day. It spent nearly 100 crores as the promotional
policy during that time.
• Bingo also gave special emphasis on packaging and made it eye-catching so that it can attract
the attention of its customers. It also provides added incentives like 33% extra with every pack
and these odd numbers helps in creating positive brand awareness.
• E- Promotions-
TVAdvertisement ,Facebook, Popups,YouTube .
• Promotions –
News Paper, Pamphlets, Word of mouth • Retails Stores Display, Hoardings, Campaign .

23. .

24. COMMUNICATION-
SEGMENTATION-
• Geography- North, South, East and West
• Taste- Spicy/Chilly, Nimbu, Mustard Sting, Salted
• Demographic- Age
12-20,20-35(Target Customers-Child & Youth), 35-50, >50
Family Size- Party packs are available for all flavours.
• Attitude/ Behaviour-
Conservative, Reserved and Shy
Outgoing, Fun-Loving ,Bindaas (Target Customers)

25. .
• Through Advertisements, Internet Advertisement, campaigns, promotions
at local markets etc, Bingo! Communicate with their target customers.
• Advertising Direct and Interactive Marketing Word of mouth, Marketing Public
Relations and Publicity Print Ads, Website, Blogs, Seminars ,Broadcast ads,
Billboards Point of purchase display, Magazines , Digital, Radio and TV
mediums .
 Bingo! On Social Medias-
• On Facebook- The brand has 4.4 million fans on Facebook.
• On Twitter- Bingo is not active on Twitter .
• On YouTube- Bingo! also has a YouTube channel where it has uploaded
its clips, and television commercials, but the activity level on YouTube is
similar to that on Twitter.
• Bingo! has done a wonderful job on Facebook, but that is about it. The
not at all active on Twitter and YouTube.

26. .
• 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.

27. COMPTETION-
• 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.

28.  SUCCESS FACTORS OF BINGO!-
• 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 and also eye- catching packaging.
• Distribution strength:The strong distribution has helped in terms of
Shelf Space and retailer support.
(High availability at big and small retailers across the
country)

29. .
• 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.
• Due to Pricing Strategy, Bingo! became successful.
• They are very good at making innovative and funny TV
commercials which leave a mark on the minds of the audiences.
They have very quirky content which goes well with the brand.
This has also helped them beat the competition in many ways
and has made them such a popular brand in less time.
• The brand is very popular in print, digital and TV mediums.
They are popular on Radio as well. Some of the most amazing
ads made by Bingo!

30. .
• As a brand Lay’s is undoubtedly bigger than Bingo!, but that reputation
has not helped the brand outdo Bingo! on Facebook.The studied brand
is bigger than its competitors, and as the second screenshot suggests,
posts on Bingo!’s wall are more engaging than those of Lay’s.

31. .
• Unlike Bingo! who have devised a unique way of placing its product within everyday
situations in a funny way, Lays wants to be the center of the conversation.There is
nothing wrong with it except the fact that the content needed to support this kind
of positioning is not visible on social media. Compare the two images below and
see the difference in tone and you will understand why Bingo! is more popular on
social media than Lay’s.

32. CUSTOMER PROFILE-
• Bingo! decided that youngsters in the age group of 12-
35 are the most experimental and hence they would
be the primary target audience.
• Mostly famous among teens, act as quick bite for
adults.

33. .
• Bingo! is a snacks brand full of masti, liked by people from all age
groups.The brand has a very-high fun quotient, and it has
established its positioning with itsTVCs.You can see in the image
below that everyone from a 13-year old to a 40+ adult likes Bingo!,
though the brand is followed more by male than females on social
media (see the second image below).

34. .

35. .

36. THANK YOU!