ITC launched its snack brand Bingo in 2007 to capture 25% market share in the Indian snacks industry, challenging Frito Lay's monopoly. Bingo offers an array of potato chips and finger snacks in 16 innovative flavors. Through high advertising, regional flavors, and distribution strength, Bingo gained market share from Frito Lay. ITC's target segment for Bingo is 20-35 year olds with an outgoing personality, and it positions Bingo as a youthful, experimental brand through unique packaging, flavors like achaari masti, and crowdsourcing campaigns.

1. MARKETING STRATEGY OF

2. KRITHIKA SHETTY 208HRISHIKESH CHUMBLE 190AMIRTHA SUNDARAM 183AMBAR KADAM 204REVAN MENKUDALE 212MILIND NAIK 219POONAM POPAT 225RAKESH RAJDEV 227TEAM MEMBERS

3. INTRODUCTIONITC is one of India's foremost private sector companies.The market capitalization is nearly US $ 22 billion and a turnover of US $ 6 billion.The company is currently headed by YogeshChanderDeveshwar.

4. INTRODUCTION (CONTD…)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.

5. HISTORYITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. 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. The Company's headquarter building, 'Virginia House‘ is located in Kolkata, India

6. VISION AND MISSION STATEMENT

9. Indian Snacks IndustryComprises bakery products, ready-to-eat mixes, chips, namkeen, etc.

10. Worth Rs 100 billion in value and over 4,00,000 tonnes in terms of volume

11. Growing around 10% for last three years

12. Branded segment is growing around 25% per annum

13. Major players in branded segment include Frito Lay and Haldirams

14. Potato based snacks constitutes the largest segment of the industryBINGO !

15. AboutLaunched by ITC on 14th March 2007

16. Aim to capture 25% market share

17. Challenge to the monopoly of Frito Lays

18. Includes an array of products in both Potato Chips & Finger Snacks segmentFlavoursResearch: Demand for novelty and excitement in exiting snacks

19. Taste: Came up with 16 Innovative Flavors

20. Traditional Segment

21. Western Segment

22. Finger Snacks SegmentValue ProPositionLays share reduce from 65% to 45% High Decibel Advertising Regional Flavors Distribution StrengthOffering a higher margin (4% -5%)Market Share: Organized SectorAfter the launch of Bingo, Dec 08Before the launch of Bingo, Mar 07

23. TARGETING(Choosing a specific segment for the campaign)SEGMENTATION(Breaking down a diverse market into homogenous groups)POSITIONING(Designing a distinctive message to appeal to the targeted segment)

24. On what basis can a market be segmented ?DEMOGRAPHICAge

25. Income

26. Gender

27. Occupation

28. EducationPSYCHOGRAPHICSPersonality

29. AIO(attitudes, interest, opinion)USAGE PATTERNSHeavy

30. Medium

31. Light

32. BUYING BEHAVOR

33. Initiator

34. Evaluator

35. Decision maker

36. PurchaserSEGMENTATIONConservative, reserved, shySegmentationAge GroupAttitude/BehaviorGeographyTaste12 - 20 Years20-35 Years> 50 YearsOutgoing,Fun Loving, Bindaas35-50YearsDemographic (Age Group)Psychographic (Attitude / Behavior)Plain SaltedNORTHMustard Sting Nimbu flavourEASTWESTSpicy / Red Chilly SOUTHIndian GeographyTaste

37. TARGETING20-35YearsOutgoing,Fun Loving, BindaasDemographic Age GroupAttitude / BehaviorPlain SaltedSpicy / Red Chilly Mustard Sting Nimbu Spicy Zones & Taste

39. POSITIONINGYouthful positioning www.bingeonbingo.com for 25-and-under innovative segment

40. Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka

41. Utilized the concept of “CROWDSOURCING” for Bingo Mad AnglesBRANDING STRATEGY

42. What’s in my name ?? (brand name)Exclamation MarkTrendy and FunCatchyRecallableEasy toPronounce

43. Who am I?? (Brand identity)A brand with various flavours

44. A youthful, fun and colorful brand

45. Unique shapes

46. Easy punch lineHow do I look? (Brand Packaging)Attractive packaging

47. Pictorial view of the flavour

48. Names provided to various variantsWhat do I portray? (Brand Personality)Innovative: Unique shapeUnique musical soundExperimentative:Flavours like acharimasti, red chilly dhamaka

49. Marketing Strategies

50. Product Strategy of

51. Product Strategy of