ITC's Bingo - Marketing Strategy

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Includes Introduction, 4P's, Porter's 5 forces, Competitor analysis, Leaders, Challengers, Followers, Nichers.

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ITC's Bingo - Marketing Strategy

  1. 1. Wafer Warfare A project aimed at understanding the Indian Wafer Snacks Market with special emphasis on Market Size, Market Structure, Competitors and their Strategies. By:- Rahul Vaswani Chetana’s R.K Institute of Management & Research Roll No:116 (M3, MMS Marketing) Submitted To:- Prof. Dr. Amit Rangnekar
  2. 2. Introduction to the Indian Wafer Snacks Segment
  3. 3.   Prominent Brands and their offerings
  4. 4. Analyzing Segment Attractiveness (Porter’s 5 forces)
  5. 5. Industry Attractiveness (Porter’s 5 forces) Hence, the threat of new entrants is moder ate.
  6. 6. Industry Attractiveness (Porter’s 5 forces) Hence, the threat of competitive rivalry is high.
  7. 7. Industry Attractiveness (Porter’s 5 forces) Hence, the bargaining power of suppliers is high.
  8. 8. Industry Attractiveness (Porter’s 5 forces) Hence, bargaining power of consumers is high.
  9. 9. Industry Attractiveness (Porter’s 5 forces) Hence, the threat of substitutes is high.
  10. 10. <ul><li>Final Verdict </li></ul><ul><li>The market is unattractive for players who: </li></ul><ul><li>Aim to be a me-too product with no significant differentiation </li></ul><ul><li>Do not have a well-established distribution network </li></ul><ul><li>Do not have good supplier and dealer relationships </li></ul><ul><li>  </li></ul><ul><li>However, if one can “Pull” a bingo or carve out a “Smart” Niche ala Smart Chips, the entry to this market may be profitable . </li></ul>Industry Attractiveness (Porter’s 5 forces)
  11. 11. Understanding The Market Structure
  12. 12. MARKET STRUCTURE
  13. 13. Stages in the Lifecycle of the Category
  14. 14. Lifecycle Stages of the Wafer Segment
  15. 15. Lifecycle Stages of the Wafer Segment
  16. 16. Lifecycle Stages of the Wafer Segment
  17. 17. Lifecycle Stages of the Wafer Segment
  18. 18. Lifecycle Stages of the Wafer Segment
  19. 19. Marketing Strategy adopted by Frito-lay (The Market Leader)
  20. 20. Marketing Strategy of Frito-Lay
  21. 21. Marketing Strategy of Frito-Lay
  22. 22. Marketing Strategy of Frito-Lay
  23. 23. Marketing Strategy of Frito-Lay
  24. 24. Marketing Strategy adopted by Bingo (The Market Challenger)
  25. 25. Marketing Strategy of Bingo
  26. 26. Marketing Strategy of Bingo
  27. 27. Marketing Strategy of Bingo
  28. 28. Marketing Strategy of Bingo
  29. 29. Marketing Strategy adopted by SMART CHIPS (The Market NIChER)
  30. 30. Marketing Strategy of Parle’s Smart Chips Among its competitors, Parle has had a tough time gaining a considerable market share for its snack offerings. Must Bites & Must Sticks together account for 5-7 percent of the total organized wafer chips segment
  31. 31. Marketing Strategy of Parle’s Smart Chips
  32. 32.   Frito-Lay's Success Mantra – Right Strategy at the Right Time
  33. 33. Learning’s from the competitors.
  34. 34. <ul><li>WEB-BASED REFERENCES </li></ul><ul><li>http://www.imagesretail.com/support_jan_suplychain.htm </li></ul><ul><li>http://www.televisionpoint.com/news2009/newsfullstory.php?id=1244814371 </li></ul><ul><li>Official Websites of Fritolay, Parle, Balaji, Bingo among other brands </li></ul><ul><li>http://www.afaqs.com/perl/news/story.html?sid=20324 </li></ul><ul><li>http://www.moneycontrol.com/news/business/frito-lay-loses-snack-mkt-share-to-itcs-bingo_300325.html </li></ul><ul><li>http://www.bizdewz.com/parle-monaco-smart-chips-vs-lays-or-aliva/ </li></ul><ul><li>http://www.afaqs.com/perl/news/story.html?sid=25651 </li></ul><ul><li>http://economictimes.indiatimes.com/news/news-by-industry/cons-products/food/Balaji-Wafers-a-name-to-reckon-with-in-Gujarat-snacks-market/articleshow/5367599.cms </li></ul>REFERENCES <ul><li>TEXTUAL REFERENCES </li></ul><ul><li>Marketing Strategy – Walker, Mullins, Boyd </li></ul><ul><li>Marketing Strategy & Plans – Michael Vaz </li></ul><ul><li>Class Handouts – Prof. Dr. Amit Rangnekar </li></ul>
  35. 35. THANK YOU

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