Snacking Industry Analysis and Marketing Strategy for Bingo

1. ITC’s BINGO
Karishma Mehta (08)
Saloni Dhebri (18)
Ashutosh Kumar (28)
Sarvesh Kandalkar (38)
Srikanth Varanasi (48)
Komal Nakashe (58)
Presented By:-

2. Industry Trends
Growth
Health in food
Convenience
work-life balance
Trends
Factors
Introductionti
on
.
Diversified presence.
packaged food segment.
Chips and Finger Snacks
Market Approx Rs 5000cr
4,00,000 volume
Growth 30% P.A
CAGR 7.5%
Lifestyle Changes
Rising Urbanization
Regional taste
Growth

3. Industry Environment
Marketing
Innovation
Social
awareness
Covid-19 Impact
Sustainiblity
CSR activities
Disruption in supply chain
Nutrition and ingridient focus
Digital Medium
Use of technology and data
Variety in flavours
New segment of products

4. Business Challenges
Competitors
Campaigns
Brand Awareness
Variety of Flavors Reach to Rural

5. Marketing Problem
5
Strategy
specifications
1 2
4
Inability to promote
all variants
3 Lack of grand
sponsorships
Existing influences
Lack of enough
differentiating
factors

6. Target Audience - Lives & Preferences
Geographics Demographics Psychographics Behavioral
India
All Seasons
Rural District, Semi-
Urban, Urban,
Metropolitan, Tier 1,
Tier 2, Tier 3 Cities
Children, Teens,
Working
Professionals
10 to 35 years
Male & Female
Rs. 25000/-
Educated, Literate,
Illiterate
Lower, Middle,
Upper Class
Unmarried, Parents
Earning, Non-
earning
Quick Bites
Sports, Party,
Adventure, Travel,
Less Air
Taste, Economical,
Eco-friendly
Brand Ambassador,
Celebs, Influencers
Togetherness
Cool, Funky,
Fun-loving
Quality, Tasty,
Hunger reliever
Impulse &
Convenient Buying
On the way bite
Satisfy Hunger
Picnics, Match
Choice, Mood
Attachment

7. Channels to reach audience
Online
• Social Media
• YouTube
• Advertisements
Online
• Social Media
• YouTube
• Advertisements Offline
• Banners & Hoardings
• Events
• Mascots & Standies

8. Brand Positioning Grid
Attribute/Features
• Attractive and convenient
packaging
• Instant hunger relief
• Wide variety of flavours
Emotional Benefit
• Joy of togetherness and
sharing
• Joy of supporting an
Indian brand
Value/Attitude/Voice
• Jai Singh Rathod (Imran
Khan) from Jaane Tu... Ya
Jaane Na
Purpose in Society
• Provide quick relief from
hunger
• Empower local producers
Symbols/Sounds/Name
• Catchy Name
• Vibrant logo
• High recallable value
Moment/Occasion/Usage
• With hot beverages
• As bar munchies
• As a travel snack
• During leisure activities
Club/Group/User Imagery
• Youthful and fun-loving
• People who form a cricket
club
Space/Place/Origin
• Indian Origin
• Indigenous flavours
• Well suited for local
tastes
Legend/Tradition
• Chips made of best
potatoes
• Tastes so good you cannot
stop eating

9. Creative Brief -Tera Yaar Hu Mein
• People in need for emotional support and
comfort
Business
Opportunity
• 10 to 35 years
• Income: 25000/-
• Semi-Urban, Urban, Tier 1,Tier 2,Tier 3 cities
• Cool, Fun-loving, Youthful
Target Group &
Target Mindset
• To act as a close friend
• To provide emotional support
Promise

10. • Refreshing flavours
Reason To
Believe
• Doraemon
Personality
• Lonely or Sad
Moments

11. • To introduce bingo as
your match buddy and
movie partner
Idea 1
• To introduce bingo as
a exam preparation
partner
Idea 2

12. Thank You