Bingo

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Bingo

  1. 1. Name Roll No Anup Gurav PG-06-013 Hemant Kapadia PG-06-023 Dhiraj Khanna PG-06-025 Bharat Nebani PG-06-039 Varsha Rana PG-06-095 Vishal Wadekar PG-06-119
  2. 2. What is Strategy ? <ul><li>A strategy is a long term plan of action designed to achieve a particular goal, most often &quot;winning&quot;. </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  3. 3. What is Product Life Cycle ? <ul><li> The Product Life Cycle refers to the succession of stages a product goes through. </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  4. 4. Product Life Cycle Product Life Cycle Strategy PLC About Company Bingo Introduction Stage Growth Stage
  5. 5. Case Study Strategy PLC About Company Bingo Introduction Stage Growth Stage ITC LIMITED
  6. 6. About ITC <ul><li>Market Capitalization :- US $ 18 billion </li></ul><ul><li>Turnover :- US $ 4.75 billion </li></ul><ul><li>India's top 10 ` Most Valuable (Company) Brands ‘ </li></ul><ul><li>Diversified presence in </li></ul><ul><li>Cigarettes, </li></ul><ul><li>Hotels, </li></ul><ul><li>Paperboards & Specialty Papers, </li></ul><ul><li>Packaging, </li></ul><ul><li>Agri-Business, </li></ul><ul><li>Packaged Foods & Confectionery, </li></ul><ul><li>Information Technology, </li></ul><ul><li>Branded Apparel, </li></ul><ul><li>Personal Care, Greeting Cards, Safety Matches and other FMCG products </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  7. 7. About ITC <ul><li>Vision </li></ul><ul><li>Sustain 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. </li></ul><ul><li>Mission </li></ul><ul><li>To enhance the wealth generating capability of the enterprise in a globalizing environment , delivering superior and sustainable stakeholder value. </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  8. 8. About ITC <ul><li>Corporate Strategies :- </li></ul><ul><li>Developing a portfolio of world class </li></ul><ul><li>Continuous focus on chosen portfolio </li></ul><ul><li>Benchmark each business </li></ul><ul><li>World class & Internationally competitive </li></ul><ul><li>Diverse skills & Capabilities </li></ul><ul><li>Distributed Leadership </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  9. 9. ITC Foods Launches Bingo <ul><li>Fifth major line of foods business </li></ul><ul><li>Innovative and Differentiated </li></ul><ul><li>Array of products in both Potato Chips & Finger Snacks segment . </li></ul><ul><li>Fast-moving branded snack market growing 30 % every year </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  10. 10. Introduction Stage
  11. 11. Characteristic of PLC - Bingo <ul><li>Sales </li></ul><ul><li>Costs </li></ul><ul><li>Profits </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Marketing Objectives </li></ul><ul><li>Strategic Product </li></ul><ul><li>Price </li></ul><ul><li>Distribution </li></ul><ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  12. 12. Research <ul><li>Company's in-house research team of eight people </li></ul><ul><li>Studying Home Made Snacks e.g.:- Bhel, Gol Gappas , Khakra etc. </li></ul><ul><li>70 per cent of those surveyed confirmed </li></ul><ul><li>Chefs to dish out new and tasty combinations of existing delicacies. </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  13. 13. Offerings from Bingo <ul><li>Initial offerings:- </li></ul><ul><li>Potato Chips </li></ul><ul><li>Finger Snacks segment </li></ul><ul><li>Potato Chips Variants:- (Habits of different parts of the country) </li></ul><ul><li>Masala Flavours </li></ul><ul><li>Salted Flavours </li></ul><ul><li>Tomato Flavours </li></ul><ul><li>South inspired </li></ul><ul><li>Finger Snacks offerings:- (Unique & Innovative) </li></ul><ul><li>Pakoda inspired Live Wires </li></ul><ul><li>Khakra inspired Mad Angles </li></ul><ul><li>Tedhe Medhe </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  14. 14. Marketing Objective <ul><li>Target is placement of all merchandising units across the market in a months time </li></ul><ul><li>Create Identity in a Short Span </li></ul><ul><li>Offering a wide range </li></ul><ul><li>Reach every nook & corner </li></ul><ul><li>Distinct Approach ( Innovative & Differentiated products) </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  15. 15. Sales <ul><li>16% Market Share in the snacks industry </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage Costs <ul><li>Manufacturing Facility – Haridwar (Rs 700 crore) </li></ul><ul><li>Offering a higher margin (4% -5%) </li></ul><ul><li>Future investment of 150 crore </li></ul><ul><li>Rs 60-70 crore on campaign </li></ul>Competition <ul><li>Frito Lays </li></ul><ul><li>Kurkure </li></ul><ul><li>Balaji </li></ul>
  16. 16. Profits <ul><li>Low Profit ( as compared to other rival products in Branded Packaged Food) </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage Customers <ul><li>Type: youthful and innovators </li></ul><ul><li>Age Group : 20 – 35 </li></ul><ul><li>Customer type: Packed-snack-on-the-go </li></ul><ul><li>Category: Impulse buy category </li></ul><ul><li>HORECA (hotels, restaurants and cafes) </li></ul>
  17. 17. Price <ul><li>Priced at par with Frito's </li></ul><ul><li>USP -16 variants </li></ul><ul><li>Priced at Rs. 5/- and Rs. 10/- </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage Distribution <ul><li>Cigarette brands are available at most paan shops </li></ul><ul><li>Retail tie-ups, Biyani's Future Group – Big Bazaar </li></ul><ul><li>360-degree approach </li></ul>
  18. 18. Advertising <ul><li>Bindass Channel </li></ul><ul><li>Website </li></ul><ul><li>Timed around the World Cup </li></ul><ul><li>Television Commercials </li></ul><ul><li>Outdoor Hoardings </li></ul><ul><li>Merchandise rack (500- 600 0utlets) </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  19. 19. Tele-Marketing Ads <ul><li>Five 30 second commercial at same time </li></ul><ul><li>Ads dubbed in Hindi </li></ul><ul><li>Better Brand Recall </li></ul><ul><li>O&M </li></ul><ul><li>Focus on Products & Brand Management </li></ul><ul><li>Tag Line focus on combination of offers </li></ul><ul><li>Youth Channels e.g :- Star, MTV, Zee etc </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  20. 20. Internet <ul><li>Target Audience :- Age group of 20-35 </li></ul><ul><li>Website :- www.bingeonbingo.com </li></ul><ul><li>Virtual World </li></ul><ul><li>Free offers </li></ul><ul><li>Games </li></ul><ul><li>Downloads </li></ul><ul><li>Mobile games </li></ul><ul><li>Banners :- Yahoo, Rediff & Sify </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  21. 21. Radio & Hoardings <ul><li>Youngsters traveling hours </li></ul><ul><li>20 spots a day – Radio One & Radio Mirchi </li></ul><ul><li>Outdoor Hoardings in Top 30 cities </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  22. 22. Sales Promotion <ul><li>Promotional Events </li></ul><ul><li>Tie up’s </li></ul><ul><li>Multi media Campaign </li></ul><ul><li>Advertising Blitzkrieg </li></ul><ul><li>4-5 per cent higher margin. </li></ul><ul><li>The brand also tied-up with the Aero smith rock concert. </li></ul><ul><li>Bingo is using a high-decibel launch campaign strategy. </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  23. 23. Growth Stage
  24. 24. Bingo @ Growth Stage <ul><li>Eaten up Market Share of Lays in 9 months </li></ul><ul><li>16% market share @ Snack market </li></ul><ul><li>Now aiming for 25% </li></ul><ul><li>Lays share reduce from 65% to 45% </li></ul><ul><li>High Decibel Advertising </li></ul><ul><li>Novelty Factor </li></ul><ul><li>Regional Flavors </li></ul><ul><li>Distribution Strength </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  25. 25. Bingo! It's Frito Lay's loss, ITC's gain <ul><li>PepsiCo's Frito Lay snacks replaced with ITC's Bingo </li></ul><ul><li>Striking at the small shops </li></ul><ul><li>Heavy dose of advertising in this year's cricket World Cup </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  26. 26. ITC Foods to give ‘ second life ’ to Bingo website <ul><li>Avatar </li></ul><ul><li>Points </li></ul><ul><li>Whole menu card of Web 2.0 features </li></ul><ul><li>Different life to Avatar </li></ul>Strategy PLC About Company Bingo Introduction Stage Growth Stage
  27. 27. <ul><li>Thank You </li></ul>

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