Bingo final

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Bingo final

  1. 1. MARKETING STRATEGY OF <br />
  2. 2. KRITHIKA SHETTY 208<br />HRISHIKESH CHUMBLE 190<br />AMIRTHA SUNDARAM 183<br />AMBAR KADAM 204<br />REVAN MENKUDALE 212<br />MILIND NAIK 219<br />POONAM POPAT 225<br />RAKESH RAJDEV 227<br />TEAM MEMBERS<br />
  3. 3. INTRODUCTION<br />ITC is one of India's foremost private sector companies.<br />The market capitalization is nearly US $ 22 billion and a turnover of US $ 6 billion.<br />The company is currently headed by YogeshChanderDeveshwar.<br />
  4. 4. INTRODUCTION (CONTD…)<br />It is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today.<br />
  5. 5. HISTORY<br />ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited.<br /> The name was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974.<br /> The Company's headquarter building, 'Virginia House‘ is located in Kolkata, India<br />
  6. 6. VISION AND MISSION STATEMENT<br />
  7. 7.
  8. 8.
  9. 9. Indian Snacks Industry<br /><ul><li>Comprises bakery products, ready-to-eat mixes, chips, namkeen, etc.
  10. 10. Worth Rs 100 billion in value and over 4,00,000 tonnes in terms of volume
  11. 11. Growing around 10% for last three years
  12. 12. Branded segment is growing around 25% per annum
  13. 13. Major players in branded segment include Frito Lay and Haldirams
  14. 14. Potato based snacks constitutes the largest segment of the industry</li></li></ul><li>BINGO !<br />
  15. 15. About<br /><ul><li>Launched by ITC on 14th March 2007
  16. 16. Aim to capture 25% market share
  17. 17. Challenge to the monopoly of Frito Lays
  18. 18. Includes an array of products in both Potato Chips & Finger Snacks segment</li></li></ul><li>Flavours<br /><ul><li>Research: Demand for novelty and excitement in exiting snacks
  19. 19. Taste: Came up with 16 Innovative Flavors
  20. 20. Traditional Segment
  21. 21. Western Segment
  22. 22. Finger Snacks Segment</li></li></ul><li>Value ProPosition<br /><ul><li>Lays share reduce from 65% to 45%</li></ul> High Decibel Advertising <br /> Regional Flavors<br /> Distribution Strength<br /><ul><li>Offering a higher margin (4% -5%)</li></ul>Market Share: Organized Sector<br />After the launch of Bingo, Dec 08<br />Before the launch of Bingo, Mar 07<br />
  23. 23. TARGETING<br />(Choosing a specific segment for the campaign)<br />SEGMENTATION<br />(Breaking down a diverse market into homogenous groups)<br />POSITIONING<br />(Designing a distinctive message to appeal to the targeted segment)<br />
  24. 24. On what basis can a market be segmented ?<br />DEMOGRAPHIC<br /><ul><li>Age
  25. 25. Income
  26. 26. Gender
  27. 27. Occupation
  28. 28. Education</li></ul>PSYCHOGRAPHICS<br /><ul><li>Personality
  29. 29. AIO(attitudes, </li></ul>interest, opinion)<br />USAGE PATTERNS<br /><ul><li>Heavy
  30. 30. Medium
  31. 31. Light
  32. 32. BUYING BEHAVOR
  33. 33. Initiator
  34. 34. Evaluator
  35. 35. Decision maker
  36. 36. Purchaser</li></li></ul><li>SEGMENTATION<br />Conservative,<br /> reserved, shy<br />Segmentation<br />Age Group<br />Attitude/Behavior<br />Geography<br />Taste<br />12 - 20<br /> Years<br />20-35<br /> Years<br />> 50 Years<br />Outgoing,<br />Fun Loving, <br />Bindaas<br />35-50<br />Years<br />Demographic (Age Group)<br />Psychographic (Attitude / Behavior)<br />Plain Salted<br />NORTH<br />Mustard Sting <br />Nimbu <br />flavour<br />EAST<br />WEST<br />Spicy / <br />Red Chilly <br />SOUTH<br />Indian Geography<br />Taste <br />
  37. 37. TARGETING<br />20-35<br />Years<br />Outgoing,<br />Fun Loving, <br />Bindaas<br />Demographic Age Group<br />Attitude / Behavior<br />Plain Salted<br />Spicy / <br />Red Chilly <br />Mustard Sting <br />Nimbu <br />Spicy<br /> Zones & Taste<br />
  38. 38.
  39. 39. POSITIONING<br />Youthful positioning<br /><ul><li> www.bingeonbingo.com for 25-and-under innovative segment
  40. 40. Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka
  41. 41. Utilized the concept of “CROWDSOURCING” for Bingo Mad Angles</li></li></ul><li>BRANDING STRATEGY<br />
  42. 42. What’s in my name ?? (brand name)<br />Exclamation <br />Mark<br />Trendy and Fun<br />Catchy<br />Recallable<br />Easy to<br />Pronounce<br />
  43. 43. Who am I?? (Brand identity)<br /><ul><li>A brand with various flavours
  44. 44. A youthful, fun and colorful brand
  45. 45. Unique shapes
  46. 46. Easy punch line</li></li></ul><li>How do I look? (Brand Packaging)<br /><ul><li>Attractive packaging
  47. 47. Pictorial view of the flavour
  48. 48. Names provided to various variants</li></li></ul><li>What do I portray? (Brand Personality)<br /><ul><li>Innovative: </li></ul>Unique shape<br />Unique musical sound<br /><ul><li>Experimentative:</li></ul>Flavours like acharimasti, <br />red chilly dhamaka<br />
  49. 49. Marketing Strategies<br />
  50. 50. Product Strategy of<br />
  51. 51. Product Strategy of <br />
  52. 52. Pricing Strategy<br />SKU’s priced Rs 5, Rs 10, Rs 20<br />Recently launched Rs 3 SKU of Kurkure<br />Consistent with competition<br />
  53. 53. Promotional Strategy of<br />“Chala Change Ka Chakkar” <br />“Chai Time Achievers”<br />Posters at unconventional retail points<br />Brand Ambassadors <br />
  54. 54.
  55. 55.
  56. 56. Kurkure Express<br />
  57. 57.
  58. 58. Promotional Strategy of <br />
  59. 59. Promotional Strategy of <br />Launched during World Cup 2007<br />Slapstick humor & Irrelevant theme<br />Blitz Krieg promotion<br />Bingo National Gaming Championship <br />
  60. 60. Distribution Strategy of<br />Well established network<br />
  61. 61. Distribution Strategy of <br />Manufacturing plants in Punjab and Pune<br />Aims at investing Rs. 20 crore<br />
  62. 62. Distribution Strategy of<br />Well established network<br />Distribution Strategy of<br />
  63. 63. Distribution Strategy of <br />POS material<br />Retailers<br />Alliance with Future Group <br />
  64. 64. Distribution Strategy of<br />
  65. 65. Viral Marketing<br />Content that encourages people to pass on the message is referred as ‘Viral’ and the strategy is called as ‘Viral marketing’.<br />Induces Web sites or users to pass on a marketing message to other sites or users.<br />It can be done through buzzwords, word of mouth and viral video etc.<br />
  66. 66. Trickling DOWN Approach<br />Trickle IN Approach<br />
  67. 67. 5 basic principals of Viral Marketing<br />Giving away products or services.<br />Making people feel something.<br />Doing something unexpected.<br />Using existing communication networks.<br />Allowing effortless transfers and never to restrict access.<br />
  68. 68. Methods<br />Internet Search Engines & Blogs.<br />Social Media Interconnectivity <br />Television & Radio <br />Multiple forms of Print and Direct Marketing <br />Customer Participation & Polling services <br />SMS<br />
  69. 69. Viral Video<br />A viral video is one that becomes popular through the process of internate sharing and email. <br />It often contains humorous content and include televised comedy sketches. <br />A viral video is any video that's passed electronically, from person to person, regardless of its content.<br />
  70. 70. Viral marketing at Bingo<br />ITC's Bingo has always been known for their adoption of different kind of advertising strategy.<br />They have launched a new viral developed by Contests2win. It is in essence a spoof on the long winding saas bahu soaps on T.V.<br />
  71. 71. SWOT Analysis<br />
  72. 72. SWOT ANALYSIS<br />WEAKNESS:<br /><ul><li>New entrant in market
  73. 73. Tough competition</li></ul>STRENGTHS:<br /><ul><li> Well established network
  74. 74. 16 different flavours</li></li></ul><li>Opportunities:<br /><ul><li>Fragmented Market
  75. 75. Few Players</li></ul>Threats:<br /><ul><li>Unorganized Market
  76. 76. Stiff Competition with Regional Players</li></li></ul><li>Conclusion<br />Frito Lays still holds the greater share of market as compared to ITC’s Bingo <br />Bingo is expected to grow very fast and will be a major threat to its competitors. <br />
  77. 77. Thank You<br />

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