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

1. ITC’s BINGO Achal Gupta (903) AngamNiumai (906) Padmavati T Madipalli (939) Rajesh Kumar (944) Siddhartha Banerjee (962) Group no. 5

3. Market Capitalization: US $ 18 billion

4. Turnover: US $4.75 billion

5. Employs more than 20000 people in more than 60 locations

6. India’s top 10 most valuable brand

8. Hotels

9. Paperboards & Specialty Papers

10. Packaging & Printing Business

11. Agricultural Industry

12. Packaged Foods & Confectionery

13. Branded Apparel

14. Toiletries

15. Education & Stationery Products

16. Information Technology

17. Safety Matches

19. MissionTo enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value.Vision and Mission

21. In 1975 it started diversifying in other areas starting with hotels

22. The year 2000 ushered in the branded apparel, IT and paper business

23. Slowly established itself as a major market playerRebranding

24. ITC Bingo Fifth major line of food business Innovative and differentiated Array of product in both potato chips and finger snacks segment Fast moving branded snack market growing at 30%

25. Research Company’s in house research team of eight members Studying home made snacks;- bhel, golgappas 70% of those survey conformed Chef to dish out new and testy combination of existing delicacies

27. Product Bingo! positioned itself with its Indian flavors such as TandooriPaneer, Tikka, Spice Paneer etc. The segmentation was mainly done on basis of the age of the people. The offerings under the Finger Snacks segment are unique and innovative

29. Packaging ITC has done the packaging such that the product attracts the buyer. It launched packs with different quantity keeping in mind the specific consumer demand. Product (Cont…)

30. Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and 20. 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. Price

31. ITC has adopted a Market Challenger strategy with the launch of Bingo It has chosen a combination of flank and frontal attack against the market leader Frito Lay’s. ITC has made a strategic alliance with Future group Place

33. Place (Cont…) HORECA entire cigarette distribution network including. Initially Bingo sponsored many Bingo Remix nights in various clubs as well.

34. Bingo’s launch was strategically timed around the World Cup 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 Promotion

35. Bingo's advertising follows the AIDA model No Brand Ambassador Comes in unique shapes for better recognition Brand recall along with 16 flavors Promotion (Cont…)

37. Foray into the “Health Snacks” segment by introducing Bingo as baked-chips

39. South

40. East

42. Mustard sting

43. Nimbu

44. ChillySpicy Red/ Chilly

45. Segmentation Targeting Demographic (Age) Psychographic (Attitude/Behavior)

46. 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 Lays is positioned as a very good quality snack with international taste. No one can eat just One..!

47. Market share: Organized Sector Before the launch of Bingo, Mar 07 After the launch of Bingo, Dec 08

49. What’s in my name ?? (brand name)

52. Thank you