Brand mgt project_bingo_amit_hamneesh_sakshi

Marketing project on
Submitted
By
PGDM(Executive)
Amit Aggarwal
Hamneesh
Sakshi
To
Dr. Monica Khanna
Faculty : Brand Management
On
Group : Amit Aggarwal
Hamneesh Sakshi
1

Group : Amit Aggarwal Hamneesh Sakshi
CONTENTS
1. Acknowledgement
2. Executive Summary
3. Marketing Objectives
4. Segmentation , Targeting & positioning
I. Segmentation of Bingo Product
A. Geographic
B. Demographic
C. Psychographic
D. Behavioral
II. Target Market for Bingo
III. Positioning
A. Perceptual Mapping
5. Situational Analysis
I. Company: ITC
A. Establishment
B. Growth and Diversification
C. ITC BCG Matrix
II. Customers
A. The Socialites
B. The Conservationists
C. The Working Women
D. India’s Rich
E. The Super Rich
F. The Ultra Rich
G. The Sheer Rich
H. The Obscenely Rich
I. Rural customers.
III. Competitors
A. Porter’s 5 Forces Model
IV. Collaborator’s Analysis
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V. Climate Analysis :
A. Macro Analysis
i. PEST Analysis
ii. Political Environment
iii. Economical
iv. Social
v. Technological
B. Micro Analysis
i. Consumer Profile
6. Marketing Strategies
I. 4P’s Analysis
A. Product
B. Price
C. Place
D. Promotion
II. Branding- Brand Name
III. Brand Identity Prism
IV. Retailing Strategy
7. Recommendations
I. Techniques to improve market share
A. Segment by Segment Invasion
B. Segment Acid Test
C. Conversion Model
II. Short Term Recommendations
III. Long Term Recommendations
8. Limitations
9. Conclusion
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ACKNOWLEDGEMENT
We want to acknowledge how much we have learnt from working with our
colleagues of versatile backgrounds in completion of this project. We would
also want to thank our coach and mentor Dr. Monica Khanna for giving us
the opportunity to work on this assignment.
We have worked as a team to analyze and explore different horizons of the
marketing process via the study of ITC Bingo as a popular brand in FMCG
sector.
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Executive summary :
„Love me, hate me, but you can never ignore/forget me…‟ This is exactly the
philosophy with which Indian Tobacco Corporation forayed into the Indian salty
savories market with its „No Confusion, Great Combination‟ potato chips brand
„Bingo‟ on March 14, 2007. Right from an advertisement campaign that
generated responses from „One of the best campaigns to be floated in recent
times‟ to „Was that even an advertisement!‟, to taking on the only national player
having a decade-long supremacy, in the low-cost branded potato chips market,
Pepsi Co, by the horns, Bingo was up against the odds. But just as the very World
Cup campaign that it was banking on (ITC was an associate sponsor for the
Cricket World Cup 2007) to provide it an initial thrust in the Indian markets, went
awry, Bingo hit a green patch in the Indian markets. Within ten months of
launching, the wafer snack brand went on to capture 16 per cent market share
branded snack market. The company leveraged its existing distribution network
and easy access to the supply chain (farmers), to attain such rapid growth in such
a short time. However, 30 months after Bingo‟s launch, Frito-Lay continues to be
top brand in this segment. With the increasing stress on Health-Conscious snacks,
and launch of Aliva in June 2009, Frito-Lay is taking the battle in this Rs 2,000
crore branded snack market to the next level. In this project, we with the help of a
consumer survey and a retailer survey have analyzed the branded snack segment
and devised a marketing plan for Bingo, as it strives to capture 50 per cent market
share and emerge as the Numero Uno player in this segment.
Why we chose Bingo!!!
Existing successful marketing plan/Strategy of FMCG
product.(Allows us to get insight of importance of
promotion, distribution etc).
It's success product in Multi product/disciplinary
organization ITC (Synergy).
Innovative/Creative promotion.
Highly competitive success.
Secondary research data availability.
Creative strategies to achieve market share (4Ps)
Scope for higher market share & applicability of project
work..
Easy to study B to C product.
Possible small experimentation.(Eg.Packaging)
Team likes it 
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Marketing objectives:
Major objective of this project is to track the existing marketing strategies and
brand positioning of Bingo.
To detect target group of customer/s for the Bingo.
 To identify market segmentation for Bingo.
To determine current positioning strategy of Bingo and to explore different
innovative ideas to promote it.
To study different branding, pricing, retailing, distribution, advertising strategies
for Bingo.
To recommend future strategies for the long term success of Bingo by analyzing
PLC, STPAnsoff matrix etc
Challenges :
Bingo is one the main success stories in Indian marketing of recent times. A well
crafted brand arising on the basis of an extensive market research followed by a
great channel to distribute is a sure recipe for success. In year 2007, ITC on the
backdrop of Cricket World Cup marked its presence in snack market by Bingo
campaigns and it turned out to be such a success that even the failure of it launch
vehicle( Indian team in World Cup) failed to make any dent in the Bingo success.
No Confusion, Just Great combination – The punch line of Bingo looks like
serving well even the clear cut strategy adopted by ITC to serve the market right.
Available in different local tastes on the basis of regional preferences this snack
turned out to be major market scooper even if initially some people perceived it
to be less preferred cousin of market leader Frito Lays.
In a country where local snacks are loved by one and all Bingo filled the void
between tasty and elegant snack option available. The untapped demand of
branded version of local tastes was so well captured by Bingo that it became the
case study in major B schools across the world. The combination of push and pull
strategy created by solid media campaign and colorful racks on the retails stores
across India is living example of crafting a well needed product and serving it
best manner. The reason that Bingo has so much to offer to learn the concepts of
marketing makes it an ideal choice even for us to take it up as our case study.
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Segmentation , Targeting & Positioning
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The segmentation for the branded snack market is done on the following
grounds:
Geographic:
Region wise: North, south, west, east,
central, north east
Category: Metros, major cities and towns
• Geographic segmentation are employed
by the company to develop different
variants (flavors) for different regions
based on the local tastes and preferences of
that region.
• The company further segments these regions into metros, cities
and towns.
• Brand advertising firm Ogilvy and Mather, claimed that Bingo had
achieved its maximum market share in cities, with it being as high as 66
per cent in a few cities.
• This clearly indicates, that the brand has been a huge success in a few
geographical locations and lesser so in others.
Segmentation for Bingo!
8

Demographic:
Age: <18, 18-24, 25-35, >35
Income levels: middle-income and high-income groups
• Bingo through it‟s
advertising that talk of
“Think Hatke” has from the very
onset been clear that it‟s target
segment is the 18-24 years and
25-35 years category.
• The lifestyle and eating habits
of this category make it the most
lucrative for branded snacks.
• The products are targeting the
middle income segment which
have food habits conducive for
packaged snacks and yet would be
cost-conscious & would opt for
lower-end of cost–spectrum.
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Psychographic:
• Features:
Taste, quality, quantity,
price and packaging.
• Awareness: Brand
consciousness, moveme
nt towards health-
conscious brands.
Behavioral:
• Time of consumption:
Morning, afternoon, evening,
night, all through the day.
• Weekly expenditure: >Rs 200,
Rs 100-200, Rs 50-100, <Rs
50.
• Loyalty status: Flexible,
Loyalist, Indifferent
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Target market for Bingo
Chips
Tedhe
Medhe
Tangles
Age8-15 Age15-30 Year 30+  Bingo follows the Selective
Specialization Type of
Marketing.
 It has specialized product
flavors for different regions
in India.
 A single product is available
specially for a particular
region of
 the country.
 As seen in the diagram, each
product is assigned specially
 for each market.
o With it's advertising during the launch phase that focused on the
cultural diversity of the country, Bingo has targeted each of the
geographical segments separately.
Special tastes have been developed for different regions of
the country.
o Within the market segment of less than 35 years,
Bingo targeted the teens whose snacking habits along with their
spending capacity was ideal for Bingo.
o Having unique shapes for it's chips, attractive packaging, a large variety of
tastes to choose from and an attractive price, Bingo has targeted the innovative
tastes of teens.
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Positioning:
Considering kind of product ,we utilized Perceptual mapping for positioning
in market.
Perceptual mapping:
For perceptual mapping of brand bingo, we have chosen 2 parameters:
•Dimension 1 is Taste
•Dimension 2 is Awareness
Individual Analysis:
1. Soyapuff‟s are in first quarter. It shows that customers like the taste of
soyapuff‟s but in general there is lack of awareness for these snacks.
2. Bingo and Lays lies in second quarter. It shows that customers like the
tastes of both Bingo and Lays and they have complete awareness
regarding these snacks. Both bingo and Lays are closely related as shown
in the matrix, this suggests that both brands are very close competitors.
3. Kurkure and uncle chips lie in 3rd quarter. It shows that customers have
equal awareness of both brands but they like the taste of uncle chips more
than kurkure. As shown in the matrix, both brands are closely related that
shows kurkure is trying to reach at the position near to the uncle chips.
4. Other chips are in the 4th quarter. It shows that customer is neither aware
of these brands nor like the taste of these chips. 12

Situational Analysis
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Company : ITC
Establishment:
Incorporated on 24 August 1910 as the Imperial Tobacco Company of India
Limited, the company's name was changed to ITC Limited in 1974. Rated among
the 'World's Best Big Companies' by Forbes magazine, ITC ranks third on all
major profit parameters among India's private sector corporations. ITC employs
over 20,000 people at more than60 locations across India. It has a turnover of $3b.
Growth and Diversification:
ITC is one of India's foremost private sector companies with a market
capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion.
ITC 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. ITC also ranks among India's top 10 `Most
Valuable (Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times.ITC has a diversified presence in
Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-
Business, Packaged Foods & Confectionery, Information Technology, Branded
Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.
While ITC is an outstanding market leader in its traditional businesses of
Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, its rapidly gaining
market share even in its nascent businesses of Packaged Foods
&Confectionery, Branded Apparel and Stationery. As one of India's most valuable
and respected corporations, ITC is widely perceived to be dedicatedly nation-
oriented. Chairman Y C Deveshwar calls this source of inspiration "a commitment
beyond the market". In his own words: "ITC believes that its aspiration to create
enduring value for the nation provides the motive force to sustain growing. 14

shareholder value."ITC's diversified status originates from its corporate strategy
aimed at creating multiple drivers of growth anchored on its time-tested core
competencies: unmatched distribution reach, superior brand-building capabilities,
effective supply chain management and acknowledged service skills in
hoteliering.
ITC's Agri-Business is one of India's largest exporters of agricultural products.
ITC is one of the country's biggest foreign exchange earners (US $ 2.8 billion in
the last decade). The Company's 'e-Choupal' initiative is enabling Indian
agriculture significantly enhance its competitiveness by empowering Indian
farmers through the power of the Internet.
This transformational strategy, which has already become the subject matter of a
case study at Harvard Business School, is expected to progressively create for
ITC a huge rural distribution infrastructure, significantly enhancing the
Company's marketing reach. ITC's production facilities and hotels have won
numerous national and international awards for quality, productivity, safety and
environment management systems.
ITC was the first company in India to voluntarily seek a corporate governance
rating.ITC employs over 21,000 people at more than 60 locations across India.
The Company continuously endeavors to enhance its wealth generating
capabilities in a globalizing environment to consistently reward more than 3,
88,000 shareholders, fulfill the aspirations of its stakeholders and meet societal
expectations. This over-arching vision of the company is expressively captured in
its corporate positioning statement:"Enduring Value. For the nation. For the
Shareholder."
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ITC BCG Matrix
16

Product :
The product offered is available in a wide array of flavors, shapes and sizes.
Mainly there are two categories of products-Potato Chips and Finger Snacks
The potato chips are available in many flavors inspired by the snacking habits
of different parts of the country like Masala Chaas, Chatpata Nimbu and Paneer
Tikka. In addition to these 4 flavours, the classic flavours of Masala, Tomato
and Salted are also available.
The offerings under the finger snacks segment are equally unique and consist
of pakoda inspired chips like Live Wires, Khakra inspired Mad Angles, and
corn based chips like Tedhe Medhe.In all there are 16 variants of Bingo.
Bingo ensured the quality of its products due to the strong farm linkages of ITC
which ensures only the selected grade of raw material goes into making Bingo
chips.
The packaging of the product has been slick and eye catching. Bingo is
available in packets in a myriad colors like orange, blue, red, yellow, green,
purple. Not only do bright colors attract the attention of little children but also
of adults. Snack food is an impulse buy. The brightly coloured stands with the
Bingo label on top make it stand out in a shop. Bingo therefore is the most seen
brand when you look for snacks, greatly increasing the chances of it being
bought.
Since variety is the core of a snacks brand to retain consumers‟ interest, the
company asked the chefs at its hotels to suggest 16 flavours with twists like
bindaas masti chaas, chatkila nimbu achar and tandoori paneer tikka-flavoured
potato chips, chilli and tomato-flavoured mad angles - inspired by khakras -
and other snacks.
Packaging and Production
The packaging of the product has been slick and eye catching. Bingo is
available in packets in myriad colours like orange, blue, red, yellow, green and
purple. Not only do bright colours attract the attention of little children but also
of adults. Snack food is an impulse buy. The bright coloured stands with the
Bingo label on top make it more visible in a shop. Bingo is the most seen brand
in snacks and thus increasing its chances of being bought.
On the production front, the strong farm linkages of ITC (e-Choupal) ensure
that only the selected grades of raw materials are used for Bingo.
17

Product Life cycle :
Typical product lifecycle stages:
Development
Introduction
Growth
Maturity
Decline
Since Bingo‟s launch in 2007 product has gone through various stages of
lifecycles & with managed to maintain it‟s market share around 16%.
Cycle-Recycle pattern of product lifecycle.
During study we found Bingo is adopting Cycle-recycle pattern of lifecycle.
ITC has launched variants of Bingo in form chips, Mad angles,Tangles,Tedhe
Medhe over the period to maintain & increase it‟s market share.
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Hamneesh Sakshi
19
Product Development Stage
• Objective- Increase distribution & create an
identity
• Product Testing – Done in House
• Research Team found that Indian flavors are
popular choices
• Bingo Snacks developed accordingly
• Initial Offerings Include- Masala flavors, Salted
flavors, Tomato flavors, Southern flavor
• Finger Snack Offerings : Pakoda inspired live
wires, Khakra inspired live wires and Tedhe
Medhe

Introduction Stage
Price
•At Par with
Lay’s
•5 Rs Package
and 10 Rs.
Package
Place
•Used strong
Distribution
•Retail Tieups
e.g. Big Bazaar
Promotion
•TV
Advertisements
during World
cup
•Bindas Channel
•Merchandize
Racks
•Radio
Advertisements
•Bingo games on
website
•Sales
Promotion-
Sponsorship of
Aero Smith
Concert
Group : Amit Aggarwal Hamneesh
Sakshi
20

Growth Stage
• Achieved Market Share of 16%
• Share of Lay’s decreased
• More Regional Flavors Launched
• Advantage- Distribution
• Capitalized
Sakshi
21

Maturity Stage
• Re- Branding Strategies
• Distribute in Selective Outlets
Sakshi
22

S O
W T
INTERNAL ANALYSIS EXTERNAL ANALYSIS
People Innovation
Reputation (Or Brand) Competition
Intellectual Properties Economics
Market Information Demographics
Ethos (values & culture) Regulations
Finances Infrastructure
Agility (or change-ability) Partners
Collaborators Social Trends
Talents (or skills)
Bingo SWOT Analysis
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PRIMEFACT : ( INTERNAL FACTORS)
People: (STRENGTH) Skilled, Industry experienced human resources & fast
decision making process
Reputation or Brand: ITC as a brand is strength but Bingo as a brand is an
opportunity.
Intellectual Properties: (WEAKNESS): Not able to develop as per the market &
non – control over the quality and testing process compared to Top International
market leaders.
Ethos & Values: (OPPORTUNITY): Since ITC is well diverse group from
Cigarettes to FMCG to Hotels to Technology, in 100 years, so culture & values
are well maintained for the progress of the group.
Market Information: (OPPORTUNITY): Bingo‟s marketing team is very good
& marketing information can be very well opportunity for any decision making.
Finances: (WEAKNESS): Bingo is in very high threat group of industry as per
the Porter’s 5 forces, High working capital requirement for the low profit margin
product.
Agility or Changeability:(OPPORTUNITY): As the group is well diversified &
Bingo has got 16 flavors keeping pan India into STP.
Collaborators: (OPPORTUNITY): Well diversified employees all over group,
with ITC Tech & ITC – E Choupal & ITC Agro which assist Bingo to procure
raw materials at reasonable price and in turn will increase the bottom line of the
product.
Talents:(STRENGTH) skilled People, with respected values & cultures,
retaining of talents is strength and get a strong ability to attract new talents as per
the market requirements.
24

ICEDRIPS: ( EXTERNAL FACTORS)
Innovation: (THREATS): Since ITC – FMCG is not an innovator, it is
incumbent follower, so innovations in process or product are threats for e.g.:
Lays – Backed wafers.
Competition: (THREATS):As per 5 forces of Porter, it is identified that the
snacks industry is highly competitive in all the aspects of buyers, suppliers, new
entrants, existing competitors Branded and Non Branded and with availability of
numerous substitutes either in the same sector or in another sector of snacks such
as vada-pav or dry snacks like chukly, biscuits etc.
Economics: (WEAKNESS): the same as Finances.
Demography: (OPPORTUNITY): as we have seen STP, the demography
structure of India, each person, each product, so there is a very big market
available.
Regulations: (THREATS)In case if there is any regulations change in FDC act or
at material usage level, then it is a threat, there may be complete process change.
Infrastructure: (OPPORTUNITY): As demography, infrastructure is an
opportunity for any industry.
Partners: (STRENGTH): Partners in Progress, the best examples are farmers for
raw materials, well distributors channels & good advertise agnecies.
Social Threats: (THREATS): If there is any change is social habits of
snacks, like health consciousness or difference in food habits of the
consumers, then it will be threats in case innovation & technology does not
support.
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Customers :
The Socialites : belong to the upper class. They prefer to shop in specialty stores, go
to clubs on weekends, and spend a good amount on luxury goods. They are always
looking for something different. They are the darlings of exclusive establishments.
They go for high value, exclusive products. Socialites are also very brand conscious
and would go only for the best known in the market.
The Conservatives :belong to the middle class. The conservative segment is the
reflection of the true Indian culture. They are traditional in their outlook, cautious in
their approach towards purchases; spend more time with family than in partying and
focus more on savings than pending. Slow in decision making, they seek a lot of
information before making any purchase. They look for durability and functionality
but at the same time is also image conscious. They prefer high value consumer
products, but often have to settle for the more affordable one. These habits in turn
affect their purchasing habits where they are trying to go for the middle and upper
middle level priced products.
The Working Women :segment is the one, which has seen a tremendous growth in
the late nineties. This segment has opened the floodgates for the Indian retailers. The
working woman today has grown out of her long-standing image of being the
homemaker. Today, she is rubbing shoulders with men, proving herself to be equally
good, if not better. Working women have their own and in decision to purchase the
products that appeal to them
India’s Rich: have income greater than US$11,000/- p.a. Total household having
such incomes are 1,058,961. These people are upwardly mobile. Some of them in
this category are Double Income No Kids (DINK) households. They spend more on
leisure and entertainment-activities than on future looking investments. Across the
category, backgrounds are distinctly middle class. They aspire, therefore, to attain
the super-rich status.
The Super Rich : have income greater than US$22,000/- p.a. Total number of
households is 320,900. There are less DINK families here than in the rich category.
The Super Rich are mainly professionals and devoted to consumerism. They buy
many durables and are status conscious.
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The Ultra Rich: have income greater than US$44,000/- p.a. The number of
households in this category is 98,289. There is no typical profile of the ultra-
rich. There are some DINK households of middle-level executives. Some single
earning households are of first generation entrepreneurs. Some rich farmers, who
have been rich for a long time, belong to this category.
The Sheer Rich: is made up by households having income exceeding
US$110,000/- p.a. Such households are 20,863. They do not have a
homogenous profile. There are joint families as well as nuclear families in
this category. They consume services greatly. They own multiple cars and
houses. They aspire to social status and power.
The Obscenely Rich: is made up of households having income exceeding
US$222,000/- p.a. There are hardly 6,515 such households
in India. They are first-generation entrepreneurs who have made it big. Some of
them are techies. A variety of people belong to this category. They are just
equivalent to the rich in the developed countries. They crave for exclusivity
in what they buy. Most premium brands are relevant to them.
Rural Consumer: About three quarters of the Indian population are in the rural
areas and with the growing middle class, especially in the Indian cities; the spill
over effect of the growing urban middle class is also felt in the rural areas.
27

Porter's 5 forces model
Threat of new entry: (Moderate)
As the market is growing at 30 percent annually, new entrants may consider it a
profitable venture. As branded players are priced similarly, new players might
penetrate by adopting a lower price or by offering more grams at the same price
(Balaji-strategy). New players with a distinct USP and marketing strategy may
find it easier to enter the market (Bingo Strategy).Unorganized players still
account for half of the total wafer segment, thereby discouraging market entry.
Veteran players such as Fritolay, Haldiram etc enjoy economies of scale, well-
established distribution and good distributor relations.
Competitive Rivalry : (High)
High Competition – Branded Players involved in cut-throat competition to
increase market share, entice new consumers, find new markets Low Quality
differences among branded players. Quality difference between branded and
unbranded offerings is offset by low price offered by unbranded players Cost of
switching is low as all players have a similar pricing strategy. Brand Loyalty is
high for branded players .
Competitors :
28

Bargaining power of suppliers : (High)
Suppliers provide raw materials such as potatoes, spices and other ingredients.
Their ability to raise input costs is high. Higher cost of input commodities leads to
lower margins, making the market unattractive for distributors and retailers (in an
already low-margin, high-volume market).Shortage of any input material may also
affect production and thereby impact distribution.
Veteran players like Fritolay and ITC already have a well-established network of
suppliers. ITC‟s e-choupal venture permits a steady supply of raw materials at the
lowest price.
Bargaining power of consumers :(High)
Frito-Lay enjoys a healthy lead with a 45 percent market share for it‟s portfolio of
products. Competitor differentiation is in terms of variants and communication.
Ability to substitute is high as brands are priced similarly and distribution
problems for one brand promote sales for the other.
Price Sensitivity is high. An increase in the price of Lays may promote a switch to
Bingo for most buyers (except for loyalists).
Threat of substitutes : (High)
Indian Snack Segment is high-volume, low-involvement driven (thrives on
impulse buy).
All snacks are considered to be substitutes of each
other.Biscuits,Vada,Samosa, Wafers and local snacks like Chakli, banana
chips, farsan etc are all substitutes of one another.
29

Collaborators’Analysis:
Established distribution channel for cigarettes, HORECA, most pan shops,
Retail tie-ups, Biyani's Future Group – Big Bazaar ,Local retail shops, kirana
stores.
Chefs from ITC hotels called upon to dish out different flavors and delicacies
different flavors.
Suppliers of raw materials, ITC FMCG, - ITC – E chopal,
Promotion Agency - Ogilvy & Mather (O&M)
CFA, Retailers & Retail outlets.
Climate Analysis:
Macro analysis
Pest analysis: is a useful strategic tool for understanding market
growth, business position, potential and its directions. Major dimensions of pest
analysis are as follows:
Political environment: ITC is a major brand in India. Political scenario in India
is such that there is an open invitation to the MNC‟s to be a part of Indian snack
industry and on the other hand government is conservative in Indian brands.
Economical: ITC introduced bingo in the market at that time when there was
very less supply of Lays in the market. In this way they developed this bingo
brand and for their promotions manufacturers were too keen for advertisements.
Same worked when Mom and Pop stores gave their consent for trendy display of
bingo.
Social: To satisfy the Indian customers in their taste and demography, bingo
offers 16 variants with special emphasis on tastes with respect to different
demographics.
Technological: Bingo is scoring high on the grounds of innovation then its
competitor Lays. Bingo has special variants which offers baked and non fried
chips that can prove to be against trans fat. This innovation will be able to attract
health conscious people also. 30

e-Choupal is an initiative of ITC Limited, a
large multi business conglomerate in
India, to link directly with rural farmers via
the Internet for procurement of
agricultural and aquaculture products like
soybeans, wheat, coffee, and prawns. e-
Choupal was conceived to tackle the
challenges posed by the unique features
of Indian agriculture, characterized by
fragmented farms, weak infrastructure
and the involvement of numerous
intermediaries. The programme involves
the installation of computers with Internet
access in rural areas of India to offer
farmers up-to-date marketing and
agricultural information.
Effects of e-Choupal:
1. elimination of non value added
activities
2. differentiated product through
identity preserved supply chains
3. value added products traceable to
farm practices
4. e-market place for spot transactions
and support services to futures
exchange
There are presently 6,500 e-Choupals in
operation. ITC Limited plans to scale up to
20,000 e-Choupals by 2012 covering
100,000 villages in 15 states, servicing 15
million farmers.
31

Micro Analysis :
Market universe defines the targeted audience for the product. It is very essential
for marketer to target specified audience/consumers for the product to keep the
product away from picking buying behaviour. For this product should be
positioned as brand differentiator to it‟s competitors. Product should bring
some kind of functional/technical/others advantage to consumer then it‟s
competitors. In our example , following are the attributes
that have impact on consumer decision-making process, while buying snack
product. ITC and
Pepsi Co have to study each of these attributes
1. Free from pesticides 2.Freshness 3. Good for health 4. Clean place of sale
5. Value for Money 6. Overall quality 7. Taste 8. Variety Products
availability at same place 9. Seasonality 10. Flavour 11. Good display
of products
12. Nearby Availability 13. Good ambience 14. Locally Produced
15. Packaging 16. Advertising 17. Personally known by shopkeeper 18. Shape
19. Promotional offer 20. Country of Production
Snack foods are impulse purchase products, and there is an element of indulgence
associated with them. It does not figure very high on the shopping list. A
consumer buys it only if it catches his eye at the outlet or is accompanied by a
child who finds potato chips a fun snack. So leading players have stressed on
attractive packaging and promotion targeted at children to increase consumption.
As these products are general fun eat, brand loyalties are not strong
and consumers look for novelty and new flavours. There is no notable difference
in consumption pattern across various age groups. One of the major issues while
defining
taste parameter in India is its huge geographical spread and culture diversity.
Taste varies widely across the regions. For instance in south India, banana chips
are extremely popular which do not find many acceptances in other parts of the
country. In north, Paaprichaat is very successful whereas in Mumbai,
Batata Vada/Vada Pao has been a runaway success. Snacks like Chips,
Namkeens are others are generally preferred for the daily consumption whereas
fun-foods like Cheeseballs and Twistys are sold more in schools, Colleges,
Railway Platforms and Movie Theatres. Kids generally prefer Fun-Foods
whereas all age groups generally prefer Wafers and other snacks. Snacks are
mostly consumed during evening.
32

CONSUMER PROFILE : The Indian consumers are noted for the high degree of
value orientation. Such orientation to value has labelled Indians as one of the
most discerning consumers in the world. Even, luxury brands have to design a
unique pricing strategy in order to get a foothold in the Indian market.
Indian consumers have a high degree of family orientation. . This orientation in
fact, extends to the extended family and friends as well. Brands with identities that
support family values tend to be popular and accepted easily in the Indian market.
Indian consumers are also associated with values of nurturing, care and
affection . These values are far more dominant that values of ambition and
achievement. Product which communicate feelings and emotions gel with the
Indian consumers. Apart from psychology and economics, the role of history and
tradition in shaping the Indian consumer behaviour is quite unique. Perhaps, only
in India, one sees traditional products along side modern products. For
example, hair oils and tooth powder existing with shampoos and toothpastes
33

Marketing Strategies
34

35
Market Structure
•Frito Lay’sMarket
Leader
•BingoMarket
Challenger
•Local PlayerMarket
Follower
Market
Nicher
• Parle Smart
Chips

Following marketing strategies are applied for Bingo!
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
Packaging. It launched packs with different quantity keeping in mind the specific
consumer demand.
The initial offerings from Bingo include an array of products in both Potato Chips
& Finger Snacks segment. The Potato Chips offerings comprise of four
innovative variants inspired by the snacking habits of different parts of the country
as well as Masala, Salted and Tomato flavors. Additionally a dairy option has also
been introduced under the potato chips offering. The offerings under the Finger
Snacks segment are equally unique presentations with innovative finger foods like
the pakoda inspired Live Wires, Khakra inspired Mad Angles and the specially
developed time pass snack in the form of Tedhe Medhe. Each offering under this
segment is available in two variants making it a total of 6 products in the Finger
Snacks portfolio. Packaging- ITC has done the packaging such that the product
attracts the buyer. Apart from it has also launched packs with different quantity
keeping in mind the specific consumer demand.
BINGO
Easy to
pronounce
Recallable
Exclamation
Mark
Trendy and Fun
Catchy
Mc Carthy’s Marketing Mix( 4P’s)
Product: Assortment of flavours & eye-
catchy packaging
Price: Competitive pricing
Place : Widespread availability at Big &
smaller retailers across country
Promotions : Use of creative –innovative
advertising
36

2.Price
When ITC launched Bingo, its main challenge was to
compete with the players who were already there. To
overcome this challenge, ITC realized that they have
to offer products ata price which is either equal or
less than what the competitors are offering. To do
this, they planned to capitalize by leveraging the
strength of the group’s other businesses. ITC‟s
printing and packaging business provided high-
quality, cost-effective, and innovative packaging. ITC
also enjoyed cost advantages over its competitors
owing to its electronic procurement system called e-
Choupal.
This helped ITC to compete with the best. Initial
pricing of ITC bingo is a direct frontal attack on Frito
Lays with pricing of Rs 5, 10and 20
3. Place
ITC has adopted a Market Challenger strategy with
the launch of Bingo! and has chosen a combination of
flank and frontal attack against the market leader
Frito Lay‟s. The Company has distributed more than
4 lakh large racks, to display the brand at all points
of sale. The racks created so much impact that even
competitors like market leader Frito-Lays introduced
its own version of wafer racks. Within six months of
the launch, Bingo was available in more than
2,50,000 retailers across the country.ITC has made a
strategic alliance with Future group according to
which all retail stores of Future group like Food
Bazaar, Big Bazaar, and Kishore Biyani‟s Fair Price
etc will stock only ITC‟s Bingo. HORECA
(hotels, restaurants and cafes), entire cigarette
distribution network including betel shops are being
used to distribute the product to a wide range
of consumers. Initially Bingo sponsored many Bingo
Remix nights in various clubs as well. 37

4.Promotion:
T.V. AD Campaign: Bingo‟s launch was strategically timed around the World Cup
to cash in on the tremendous popularity that such leisure and cocktail snacks
would find among cricket lovers in the country. The idea was to get the consumer
to take that first bite. Not only the flavours but also the advertising was supposed
to have an Indian touch.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. Brand recall along with 16 flavors in three SKUs helped ITC to
capture 16% of market share in just 18months.The advertising strategy used
humor to sell Bingo. Bingo!‟s advertising follows theAIDA model (Attention,
Interest, Desire, Action). The clutter-breaking ads with their slapstick humour and
irrelevant themes garnered enough eyeballs to create awareness of the product and
generate an interest towards the product in the minds of consumers. Theads are
simply insane & nonsensical to the point of being bizarre & utter crap. And that
iswhy they are so funny. This resulted in high product trials.What‟s interesting is
the fact that Lays uses a brand ambassador approach with thecelebrities having
mass appeal such as Saif Ali Khan, Juhi Chawla & M S Dhoni whereas Bingo has
managed to do well without one. It still doesn't have an ambassador.
Bingo! Mad Angles Twister is a crazy application with which can turn the status
messages upside down on facebook which can make the users and viewers go
crazy trying to figure out your secret of that twisted message. So this was another
kind of strategy being used for promotional purposes apart from advertisements ,
ringtones and videos promoting the same.
38

On television, the company booked 10 to 15 spots per channel per day on youth
channels such as MTV and Star World, mass Hindi channels like Zee and Star
TV, and news channels. It also had around 20 spots on a variety of radio
channels and advertised in most leading national dailies. In the top-30 cities,
over 1,000 outdoor hoardings advertised the product. According to industry
estimates, ITC spent close to Rs 100 crore on marketing
Bingo has managed to do a dent inlays market share. Is the fact ITC spent 3
years researching, finding & analyzing the finger snack segment to come up
with it‟s own indigenous variety responsible for Bingo‟s success. The insanity
in Bingo‟s promotion is a carefully knitted strategy that was instrumental in
Bingo‟s instant success. Marketing Gurus call it “Disruptive Advertisement".
This is one those cases where advertisement/promotion has been the biggest
factor in success of brand. The fact that ITC has a well established distribution
network has also helped it increase consumer interaction points.
The adverts which were full of humor, cheesy ,non-sense jokes & relevancy
with brand helped in establishing Bingo. While we agree the theme of adverts
were irrelevant from product ,they were associated with brand image(Tagline-
No Confusion, Only great combinations).
With help of all above strategies ITC finally
Tested success of Bingo since 2008 when it
Became profitable since launch in 2007
AT Railway Station
Rotating Hoarding
39

Viral Marketing :
Content that encourages people to pass on the message is referred as „Viral‟ and
the strategy is called as „Viral marketing‟.
Induces Web sites or users to pass on a marketing message to other sites or users.
It can be done through buzzwords, word of mouth and viral video etc.
Principles:
1. Giving away products or services.
2. Making people feel something.
3. Doing something unexpected.
4. Using existing communication networks.
5. Allowing effortless transfers and never to restrict access.
Methods :
1. Internet Search Engines & Blogs.
2. Social Media Interconnectivity
3. Television & Radio
4. Multiple forms of Print and Direct Marketing
5. Customer Participation & Polling services
6. SMS
Viral Marketing for BINGO!
1. ITC's Bingo has always been known for their adoption of different kind of
advertising strategy.
2. 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.
40

Branding- Brand Name
Sakshi
41

Brand Identity Prism
Sakshi
42

Retailing Strategy
Sakshi
43

FUTURE PROJECTIONS
44

Recommendations
45

% Share of Sales of Potato
Chips
Independent
Retailers
Convenience Stores
Supermarkets /
hypermarkets
Others
The current market share of
Potato wafers is exhibited in the
graph indicates huge areas of
opportunities. With the green
signal given to the FDI in retail
sector, it is clear that
Supermarkets/hyper markets
and others will have a major say
in times to come. Therefore
apart from the conventional
channels, Bingo should focus on
developing these evolving
channels of sales and
distribution.
0
50
100
150
200
250
300
350
2010 2011 2012 2013 2014 2015
Demand Forecast of savory
snacks in million kg
million kg
The demand is growing and will
continue to grow. Bingo will
have to up its production
capability and be prepared for
capturing greater market share
by keeping a tab on the
consumer demands. It can
continue to utilize the same
supply chain with greater
efficiency to enhance market
penetration.
Projections
46

0
200
400
600
800
1000
1200
1400
1600
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
Demand of Sweet Snack
Multipacks in $ million
Demand of Sweet
Snack Mulipacks in $
million
The current market does not
exhibit a lot of players who are
into sweet snacks. IF at all, they
are available in the form of
chocolates and biscuits. Bingo
can capitalize on this
opportunity to create
sweet/slightly sweet products to
meet the upcoming market
demand.
0
200
400
600
800
1000
Low Potato Snack Demand
Forecast
India Market
US $ mln
The above graph is an indicator
that the Indian consumers are
become more aware of the
health hazards posed by fast
food. Bingo should utilize its
R&D facilities to ensure that
they create healthier versions of
their products to capture the
urban markets.
47

Techniques to improve market share
Segment by Segment - Invasion
Age 0 to 15 Age 16 to 30 Age 31 Plus
SavorySavoryandSpicySpicy
Bingo should target different market segments subsequently without letting
its competitors know about their marketing strategies. Mega Marketing
Approach can also prove helpful in finding the way to break into different
blocked markets.
48

SEGMENT ACID TEST
For the future success of Bingo and to reach the pinnacle, Bingo should create
segment
Story board to test the attractiveness of each segment's positioning strategy
CONVERSION MODEL
To identify potential customers, Bingo should utilize the Conversion model of
marketing as well.
This model measures the strength of customers‟ psychological commitment to
brands and
their openness to change.
USERS can be divided into:
1. Convertible-Most likely to change
2. Shallow-Not committed to the brand and could switch.
3. Average- committed to the brand but not strongly.
4. Entrenched-Strongly Committed to the brand
NON USERS can be divided into:
1. Strongly unavailable- Unlikely to switch to the brand
2. Weakly Unavailable-Not available to the brand
3. Ambivalent- Attracted to the brand as much as they are to their current brand
4. Available- Most likely to be acquired in the short run.
49

MARKET PENETRATION
Bingo should continue with its current market image of youthful trendy brand .
Bingo‟s current focus should be on increasing its penetration in the metros and
cities, its strongholds. (As per the Market Penetration depicted in Ansoff Matrix.
 The Brand should increase penetration in the metro cities and rural areas., through
discrete advertisements.
Focus should be on high visibility and availability in the smaller towns to help
penetration in these markets.
Bingo can provide bigger packs in the form of Jars which can be reused.
Basis the survey findings, Bingo must look deeper into associations of Consumer
spending patterns with the choice of preferred beverage. There is a relationship between
and the kind of beverages the consumers like to consume with their snacks.
Short Term Recommendations
Product
Development
Market
Development
Diversification
NewMarketExistingMarket
Existing Product New Product
50

Short Term Recommendations
MARKET DEVELOPMENT
To enhance market share, Bingo should tie up with a sportsman/actor.
There could be mixed products in one pack for Festive Seasons.
Bingo could tie up with local retailers for cross selling their products with
related complements(Beverages/Cold Drinks). Survey indicates that the snack is
eaten along with beverages.
Survey indicates that consumers would be interested in different shapes of chips
and snacks. Bingo can incorporate the idea in the existing products and also
implement it in new ones.
While the competing brands would also to lower prices if Bingo does so, it can
help the branded snacks industry to increase its share in the savories market and
help develop a newer market.
Market
Penetration
Product
Development
Diversification
51

PRODUCT DEVELOPMENT
Customers are looking for appealing snack designs to allure kids. These could
include letters, numbers and different shapes including triangle, wave and crescent
shape.
Variants of snacks including sweet snacks and healthy snacks need to be developed.
There is a growing market for both.
Research to arrive at a more widely accepted aftertaste.
Launch different local flavours for different regions
 Reduce the sharpness in the sour/sweet taste of the product.
Venture into sweet products as the demand is quite high in coming times.
Long Term Recommendations
Market
Penetration
Market
Developmen
t
Diversification
52

 DIVERSIFICATION
 Focus on maintaining visibility and availability at retail outlets across the country.
 The could tie up with multiplexes to open Bingo stalls which would stock
“innovative” snacks made using Bingo products
 Move towards health-conscious products; make the consumers aware about the
same.
 Continue with whacky advertisement campaigns to keep appealing to the city
youth.
Enhance presence using social media. (Currently the Facebook page of bingo has
more than 2 million likes)
Long Term Recommendations
Market
Penetration
Market
Development
Market
Development
MarketDevelopment
53

Limitations:
The study was limited to urban customers and therefore the recommendations
cited from the analysis do not offer insights of the rural market.
While relationship has been identified between different qualitative factors in
the research, however more research is required to identify the exact nature of
the relationship and how strong or weak it is. The opportunity for such a
statistical analysis has been curtailed due to lack of resources including
technological infrastructure and funds.
The representatives of ITC Bingo were not available for comment or any sort
of interaction to shed more light on the issue.
Numerous issues were encountered during collation and completion of the
assigned tasks due to the lack of availability of internet connectivity in the hostel
and constraints in the working hours at the library.
54

Conclusion :
This study has helped evaluate the potential of Bingo as a brand and a product
which entered the market 2007 with potency of an international brand. The market
share increased to almost 18% from nothing over a period of one and a half years.
However later on, with the changing market circumstances the share fell, though
not immensely.
With the above mentioned analysis, we have concluded that Indian consumers had
a taste of Indianness and Desipan with excitement and novelty in their hearts. Taste
and satisfaction from their purchases has invariably been high on the priority of the
consumers. To meet this end, we have offered our suggestions and advice based on
market analysis, brand analysis and sample statistical techniques.
With current market projections, Bingo is expected to run neck in neck with the
current market leader Lays and offer stiff competition in terms of variety in taste to
its competitors.
Other recommendations :
Product
Bingo is currently available in eight variants, in addition to the rice-meal snacks.
Based on the market research, the company can incorporate the following
improvements in its product portfolio.
(a) Taste, aftertaste and quality
Bingo, inspite of its high penetration in a very short period of time, was perceived
as
less tasty and of a lower quality than Frito-Lay by a large section of the consumer
sample.
The following changes in the product were suggested
· Reduce the sharpness in the sour/sweet taste of the product. Tone down the
spices in the product.
· Research and try to achieve a good aftertaste (similar to Pringles) for Bingo
products
· Work on reducing the oiliness and the amount of masala that sticks to the
fingers during the process of eating.
(b) Different flavors for different regions
The company must look to target each of the regions based on the spices and tastes
prevalent in the region. It should look to introduce specific flavours for each region.
55

(c) Moving towards health-conscious sub-brands
With competition slowly moving towards health-friendly brands (Aliva from Frito-
Lay), it is imperative for Bingo too to move into cornmeal and baked wheat meal
snacks categories.
Pricing
Bingo currently is among the lowest priced packaged snacks brands having a
national presence. Bingo was the first brand to introduce, its snacks in Rs 5, Rs 10
and Rs 20 packets. Right now Bingo and its prime competitors, Frito-Lay, Kurkure
and Cheetos are currently priced at the same levels.
In this price range, the consumers‟ preference for a brand has been found to be
indifferent of the exact price of the product. Only 5 per cent of the population has
suggested that its preference for Bingo over its rival brands could be on the basis of
its pricing. However, share of the branded snacks in the total savouries market
currently is about 20 per cent. While lowering of prices might cause all the
competing brands also to lower prices, it can help the branded snacks industry to
increase its share in the savories market.
Placement
Both the consumer and the retail surveys have affirmed that Bingo‟s greatest
strength lies in its strong distribution network. The brand, through its appeal to the
youth with the help of its snazzy advertisements, has been able to secure a strong
youth customer base in the cities. High visibility and availability with the help of
ITC‟s strong distribution network has helped it penetrate into the smaller towns.
The company must continue to leverage its distribution network. Bingo must go
local, within India and devise variants (flavours) specific to each region. The
company can also collaborate with various food joints not associated with PepsiCo
, such as McDonalds to market Bingo as the Indian snacks on offer. It had already
entered into a similar tie up with Big Bazaar retail, last year.
Promotion
The company must continue to promote itself as a youth-centric brand. This has
helped it grow at a substantial pace in the metros and cities.With the growing
awareness about health-conscious products and Frito-Lay‟s launching of Aliva and
Kurkure (cornmeal and rice snacks, perceived to be healthier than potato
chips), Bingo needs to get into these segments. It needs to promote the Mad Angles
sub-brand as a health-sensitive product. While the whacky advertisements of the
company still find a lot of takers, there is no need to follow Frito-Lay‟s footsteps
and acquire celebrity endorsements as consumer surveys reveal their relative
insignificance. 56

• PLC of the brand over time
 In introduction stage more focus
was on creating identity and
product innovation
 In Growth Stage company spent
more on distribution and
communication
• Major Changes in Product and
Promotion during the PLC
Sakshi
57
Part- C

• Rationale behind the survival of the
brand over time:
Survival of the brand can be attributed
to the following factors-
1. Successful TV campaigns
2. Unique pricing strategy
3. Assortment of flavors and eye
catching packaging
4. Strong distribution network
• Market share of Bingo:
Market share of bingo has increased
from the last few years.
In comparison to 2008, when it was
16%, it has been increased by 4 – 5%.
Hamneesh Sakshi
58

• Major direct and indirect competitors:
Direct competitors: Parle Lays
Indirect comp: Soya puff, uncle chips, haldiram
• Has the brand acceptance by the consumers been
according to your projections:
No, consumers did not respond as expected for this
product.
• What has been the competitor moves with
respect to your brand?
Competitors adopted following moves:
1. They adopted better marketing strategy than
they used before.
2. They increased their communication and
innovative activities expense.
3. Increased their distribution network.
4. They launched several versions of their existing
parent brand.
5. They enlarged their target customer base.
Sakshi
59
Part- C Contd..

• How has the technology impacted the
brand and brand strategy over time?
Impact is-
1. Bingo launched different projects and
campaigns, essentially bringing live
entertainment to its target audience via
multiple social media channels.
2. The biggest impact of technology is the
change it created in people’s perceptions
regarding bingo and other snacks.
3. Technology expanded access, speed and
productivity of team Bingo.
4. Business performance driven marketing
has become the main objective.
5. Operations can be handled in a more
efficient manner.
6. Increased consumer based experience.
Sakshi
60
Part- C Contd..

• What are the major challenges for the brand in
future
Challenges-
1. Major challenge is the trend in Perpetual
Snacking which is driven in large part by the
millennial generation. The challenge will be
new product development on the brand side.
2. Strong competition from the competitors’ side.
3. Continuous innovation will be required to
sustain the brand.
4. Maintenance and improvement in the market
share in future will be become a strong
challenge.
• Do you think that brand will survive in future:
Definitely. By analyzing the past records and
performance of Bingo in various target markets, it
has become clear that this is getting its position in
the consumers daily snacks. So, Bingo will be a
successful and desirable snack in the future.
Sakshi
61
Part- C Contd..

BIBLIOGRAPHY
1. The 2011-2016 Outlook for Potato Chips and Snacks in India
2. The 2011-2016 Outlook for Lower-Fat Potato Snacks in India
3. The 2011-2016 Outlook for Potato Chips and Snacks in India
4. The 2011-2016 Outlook for Snacks in India
5. The 2011-2016 Outlook for Chocolate Snack Multipacks in India
6. http://www.itcportal.com/itc-business/fmcg/foods/bingo.aspx
7. http://www.itcportal.com/brands-microsite/packaged-foods/bingo.asp
8. http://www.icongrouponline.com/
9. http://www.marketlineinfo.com/
10. https://www.cia.gov/library/publications/the-world-
factbook/geos/in.html
11. http://www.itcportal.com/shareholder/annual-reports/itc-annual-report-
2012/content.aspx
2012/food-business.aspx
2011/content.aspx
14. http://ibnlive.in.com/news/itcs-bingo-giving-pepsi-run-for-its-
money/47692-7.html
15. http://www.business-standard.com/india/news/itc-foods-not-so-
straight/453435/
62

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