ITC's Bingo


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How Bingo was able to capture the FMCG market in such a short period. Their marketing strategies, segmentation, positioning, targeting.

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  • ITC's Bingo

    1. 1. ITC’s BINGO<br />Achal Gupta (903)<br />AngamNiumai (906)<br />Padmavati T Madipalli (939)<br />Rajesh Kumar (944)<br />Siddhartha Banerjee (962)<br />Group no. 5<br />
    2. 2. Overview<br /><ul><li>Established in 1910
    3. 3. Market Capitalization: US $ 18 billion
    4. 4. Turnover: US $4.75 billion
    5. 5. Employs more than 20000 people in more than 60 locations
    6. 6. India’s top 10 most valuable brand
    7. 7. Listed in Forbes 2000</li></li></ul><li>Overview (Cont…)<br />Presence in<br /><ul><li>Cigarettes
    8. 8. Hotels
    9. 9. Paperboards & Specialty Papers
    10. 10. Packaging & Printing Business
    11. 11. Agricultural Industry
    12. 12. Packaged Foods & Confectionery
    13. 13. Branded Apparel
    14. 14. Toiletries
    15. 15. Education & Stationery Products
    16. 16. Information Technology
    17. 17. Safety Matches
    18. 18. Incense Sticks</li></li></ul><li><ul><li>VisionSustain ITC’s position as one of India’s most valuable corporations through world class performance, creating growing value for the Indian economy and the company’s stakeholders.
    19. 19. MissionTo enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value.</li></ul>Vision and Mission<br />
    20. 20. <ul><li>Earlier, Cigarettes and Leaf Tobacco were its main products
    21. 21. In 1975 it started diversifying in other areas starting with hotels
    22. 22. The year 2000 ushered in the branded apparel, IT and paper business
    23. 23. Slowly established itself as a major market player</li></ul>Rebranding<br />
    24. 24. ITC Bingo<br />Fifth major line of food business<br />Innovative and differentiated<br />Array of product in both potato chips and finger snacks segment<br />Fast moving branded snack market growing at 30%<br />
    25. 25. Research<br />Company’s in house research team of eight members<br />Studying home made snacks;- bhel, golgappas<br />70% of those survey conformed<br />Chef to dish out new and testy combination of existing delicacies<br />
    26. 26.
    27. 27. Product<br />Bingo! positioned itself with its Indian flavors such as TandooriPaneer, Tikka, Spice Paneer etc.<br />The segmentation was mainly done on basis of the age of the people.<br />The offerings under the Finger Snacks segment are unique and innovative<br />
    28. 28.
    29. 29. Packaging<br />ITC has done the packaging such that the product attracts the buyer.<br /> It launched packs with different quantity keeping in mind the specific consumer demand.<br />Product (Cont…)<br />
    30. 30. Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and 20.<br />Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this.<br />Price<br />
    31. 31. ITC has adopted a Market Challenger strategy with the launch of Bingo<br />It has chosen a combination of flank and frontal attack against the market leader Frito Lay’s. <br />ITC has made a strategic alliance with Future group <br />Place<br />
    32. 32.
    33. 33. Place (Cont…)<br /> HORECA<br /> entire cigarette distribution network including.<br /> Initially Bingo sponsored many Bingo Remix nights in various clubs as well. <br />
    34. 34. Bingo’s launch was strategically timed around the World Cup<br />Within a month of the launch of the initial advertisements, 70% of the viewers could recall the brand thus capturing a share of the mind of the consumers<br />Promotion<br />
    35. 35. Bingo&apos;s advertising follows the AIDA model <br />No Brand Ambassador<br />Comes in unique shapes for better recognition<br /> Brand recall along with 16 flavors<br />Promotion (Cont…)<br />
    36. 36. Value Proposition<br /><ul><li>Variety & innovation in a largely undifferentiated market
    37. 37. Foray into the “Health Snacks” segment by introducing Bingo as baked-chips
    38. 38. ITC launched BINGO in 16 flavors to cater to tastes of the country</li></li></ul><li>Segmentation<br />Geography<br /><ul><li>North
    39. 39. South
    40. 40. East
    41. 41. West</li></ul>Plain Salted<br />Mustard Sting<br />NimbuFlavour<br />Taste<br /><ul><li>Salted
    42. 42. Mustard sting
    43. 43. Nimbu
    44. 44. Chilly</li></ul>Spicy Red/ Chilly<br />
    45. 45. Segmentation <br />Targeting<br />Demographic (Age)<br />Psychographic (Attitude/Behavior)<br />
    46. 46. Positioning<br /> Bingo! is positioned as a youthful and innovative <br />snack, offering the consumers with choice in terms <br />of both formats and flavors including Local tastes.<br />Crisp and Clear Punch line<br />Lays is positioned as a very good quality snack with international taste.<br />No one can eat just One..!<br />
    47. 47. Market share: Organized Sector<br />Before the launch of Bingo, Mar 07<br />After the launch of Bingo, Dec 08<br />
    48. 48.
    49. 49. What’s in my name ?? (brand name)<br />
    50. 50. brand property<br /><ul><li>Bingo has a unique musical sound that is loved by everyone.
    51. 51. It is one of the properties that is remembered by everyone and it is used to recall the brand by every age group.</li></li></ul><li>Brand identity Prism<br />Innovative,<br />Experimentative<br />ITC, <br />Shapes,<br />Games, Poing!!!<br />Physique<br />Personality<br />Indian,<br />Different<br />Outgoing, Fun loving<br />Culture<br />Relationship<br />Customer’s Reflection<br />Customer’s Self-projection<br />Cool, <br />Young at heart<br />I am Bindaas!!!<br />
    52. 52. Thank you<br />