This document provides background information on ITC's Bingo snacks brand and the salty snacks industry in India. It outlines the criteria for a case challenge where participants must submit a 10-slide presentation with solutions to further develop Bingo's product portfolio and strategy. Key information includes Bingo's market position in different snack categories, the launch of new products like Multichips that aimed to offer healthier options, and learnings from consumer research that indicated a preference for traditional tasty snacks over novelty healthy products. The deadline for submissions is September 13th.
This document provides a situational analysis of ITC and its Bingo potato chips brand. It discusses ITC's establishment, growth through diversification, and positioning of various business segments in its BCG matrix. For Bingo, it outlines the product varieties across different chip and finger snack flavors inspired by regional Indian cuisine. It highlights Bingo's packaging in bright colors and stands out visually on store shelves as an impulse purchase. Overall the document performs a comprehensive analysis of ITC and Bingo's market positioning.
ITC Foods launched Bingo, a new brand of snacks, in India. They conducted extensive research on home-made snacks and consumer behavior. Bingo was positioned as a youthful brand offering innovative Indian flavors. It was launched with potato chips and finger snacks in 16 flavors through a wide distribution network. Advertisements around the World Cup helped create brand awareness. While Bingo captured 16% market share, its many flavors caused some confusion. The document discusses ITC's brand strategy, product portfolio, research, segmentation, targeting, positioning, competitors and marketing of Bingo.
SWOT & Other Marketing Plans for Barrel Chips @ BDBishazit Das
OMEGA Exim Ltd. is launching a new canned chips product in Bangladesh called KRUNCHY BARREL Chips. They perform a situation analysis which finds there is demand for chips but health concerns. Their SWOT analysis identifies strengths like quality product but weaknesses like being a new product line. Their marketing strategy targets children and young people with advertising, and positions the product as higher quality and harmless compared to competitors. They will implement the strategy through a sales team with territories across Bangladesh to promote the unique product.
This document is a report on Vikramaditya Singh's summer internship with ITC Limited studying their sales and distribution of FMCG products through a convenience delivery model. It includes an executive summary and sections analyzing ITC's Bingo snack brand portfolio, distribution ecosystem including warehouses, distributors and retailers, sales performance data, issues observed, and suggestions. Appendices provide additional data on the competition landscape, cash flow cycle, sales breakdowns by distributor and SKU, distributor performance ratings, and acknowledgements. The objective was to understand ITC's distribution system and increase sales of their Bingo snacks brand.
Storytelling using data - Intro story.pptxayush5699aj
This document summarizes the story of an Indian FMCG company that diversified its business beyond cigarettes using data-driven decision making. Originally relying on cigarettes for 90% of revenue, the company analyzed market research data showing 4 crore adult male smokers in India who frequently visited cigarette shops. This led the company to launch potato wafer brand Bingo in cigarette shops to leverage the foot traffic, generating hundreds of crores in new revenue. Subsequently the company launched other brands like Sunfeast and Vivel using a similar data-driven approach. By 2019-20, the company's revenue exceeded that of its largest FMCG competitor, demonstrating the success of its diversification strategy enabled by analyzing market data.
This document provides an agenda for a presentation on the consumer brand Oreo from inception to its growth phase in India. The presentation will cover consumer behavior models, India's biscuit industry and existing players, an introduction to Cadbury India which owns Oreo, and the history and life cycle of Oreo in India. It will also discuss relevant Oreo promotions in India, and provide a SWOT analysis and recommendations. The presentation aims to analyze Oreo's journey in India and the factors contributing to its growth.
This document provides a situational analysis of ITC and its Bingo potato chips brand. It discusses ITC's establishment, growth through diversification, and positioning of various business segments in its BCG matrix. For Bingo, it outlines the product varieties across different chip and finger snack flavors inspired by regional Indian cuisine. It highlights Bingo's packaging in bright colors and stands out visually on store shelves as an impulse purchase. Overall the document performs a comprehensive analysis of ITC and Bingo's market positioning.
ITC Foods launched Bingo, a new brand of snacks, in India. They conducted extensive research on home-made snacks and consumer behavior. Bingo was positioned as a youthful brand offering innovative Indian flavors. It was launched with potato chips and finger snacks in 16 flavors through a wide distribution network. Advertisements around the World Cup helped create brand awareness. While Bingo captured 16% market share, its many flavors caused some confusion. The document discusses ITC's brand strategy, product portfolio, research, segmentation, targeting, positioning, competitors and marketing of Bingo.
SWOT & Other Marketing Plans for Barrel Chips @ BDBishazit Das
OMEGA Exim Ltd. is launching a new canned chips product in Bangladesh called KRUNCHY BARREL Chips. They perform a situation analysis which finds there is demand for chips but health concerns. Their SWOT analysis identifies strengths like quality product but weaknesses like being a new product line. Their marketing strategy targets children and young people with advertising, and positions the product as higher quality and harmless compared to competitors. They will implement the strategy through a sales team with territories across Bangladesh to promote the unique product.
This document is a report on Vikramaditya Singh's summer internship with ITC Limited studying their sales and distribution of FMCG products through a convenience delivery model. It includes an executive summary and sections analyzing ITC's Bingo snack brand portfolio, distribution ecosystem including warehouses, distributors and retailers, sales performance data, issues observed, and suggestions. Appendices provide additional data on the competition landscape, cash flow cycle, sales breakdowns by distributor and SKU, distributor performance ratings, and acknowledgements. The objective was to understand ITC's distribution system and increase sales of their Bingo snacks brand.
Storytelling using data - Intro story.pptxayush5699aj
This document summarizes the story of an Indian FMCG company that diversified its business beyond cigarettes using data-driven decision making. Originally relying on cigarettes for 90% of revenue, the company analyzed market research data showing 4 crore adult male smokers in India who frequently visited cigarette shops. This led the company to launch potato wafer brand Bingo in cigarette shops to leverage the foot traffic, generating hundreds of crores in new revenue. Subsequently the company launched other brands like Sunfeast and Vivel using a similar data-driven approach. By 2019-20, the company's revenue exceeded that of its largest FMCG competitor, demonstrating the success of its diversification strategy enabled by analyzing market data.
This document provides an agenda for a presentation on the consumer brand Oreo from inception to its growth phase in India. The presentation will cover consumer behavior models, India's biscuit industry and existing players, an introduction to Cadbury India which owns Oreo, and the history and life cycle of Oreo in India. It will also discuss relevant Oreo promotions in India, and provide a SWOT analysis and recommendations. The presentation aims to analyze Oreo's journey in India and the factors contributing to its growth.
The document discusses the introduction and growth stages of ITC's Bingo snacks brand in India. It provides details about ITC's market research, initial product offerings under Bingo, and marketing strategies used such as television, radio and outdoor advertisements as well as sales promotions during the introduction stage. During the growth stage, Bingo gained 16% market share within 9 months by eating into the market share of rival brand Lays. ITC aims to further increase Bingo's market share to 25% through continued high-decibel advertising and regional flavors.
Moikit is a Chinese company that produces The Seed, a smart water bottle. The Seed uses air-elastic technology and a connected app to track users' daily water consumption and remind them to drink more. Moikit raised $582,623 on crowdfunding sites to produce and distribute The Seed in the US market, where larger companies produce similar but inferior quality bottles. The fitness industry in the US is growing, benefiting Moikit's product. Moikit uses social media and crowdfunding to market The Seed online and compete with products like Thermos' smart water bottle lid that has more established brand recognition.
The document provides an overview of the Indian wafer snacks market. It discusses the market size of approximately Rs. 4,500-5,000 crores annually and growth rate of 30%. Major players include Frito-Lay, Bingo, Haldiram, and Balaji. Frito-Lay commands 45% market share. The document then analyzes the industry attractiveness using Porter's 5 forces model, finding the threat of new entrants and competitive rivalry to be moderate and high respectively. Finally, it summarizes the marketing strategies of leaders Frito-Lay and Bingo, and challenger Smart Chips.
ITC Limited is a diversified conglomerate headquartered in Kolkata, India. It was founded in 1910 and started as a cigarette manufacturer. In recent years, ITC has diversified into various business areas like FMCG foods, hotels, paperboards, and agriculture to reduce dependence on cigarettes. ITC has strong brands and pursues product customization and brand enhancement. It uses strategies like e-Choupal to tackle challenges in rural markets and has expanded into areas like education stationery.
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.
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.
This document provides an overview of the potato chips industry in India. It discusses key details like market size, growth drivers, regional consumption patterns, and major players. The Indian potato chips market is large but dominated by unorganized local manufacturers. Major players like Frito-Lay and Haldirams have sizable market shares but face competition from new entrants and regional brands. The document also analyzes factors like changing lifestyles, incomes, and demographics that are fueling the growth of the branded snacks category in India.
Analysis of two major FMCG Giants - Parle and Britania.
On BCG and Igor Ansoff
matrix and recommended the marketing strategies that can give the base company competitive
advantage over other.
ITC launched its Bingo snacks brand in India, introducing 16 potato chip and finger snack flavors inspired by Indian tastes like masala, salted, and tomato. Bingo offered SKUs priced at Rs. 5, Rs. 10, and Rs. 20 to directly compete with existing brands. ITC leveraged its established distribution network and relationships to quickly make Bingo available across 250,000 retailers nationwide within six months of launch. The company invested heavily in advertising, booking many TV, radio, and outdoor spots, with a strategy of humor and relevance to stand out from competitors. While competitors used celebrity endorsements, Bingo focused on digital and gaming promotions to target youth.
Bingo! potato chips were launched in 2007 by ITC with the goal of capturing 25% market share in the Rs. 2000 crore branded snack market within 5 years. ITC positioned Bingo! as a fun, youthful brand targeting consumers' need for novelty in snacks. Bingo! offers a wide variety of potato and corn chips, namkeens and other snacks in various flavors and sizes priced between Rs. 5-27. Through aggressive advertising, innovative packaging, and wide distribution, Bingo! was able to gain a 16% market share within 18 months. However, it still trails the market leader Lays which has a 45% share.
This document is a project report submitted by Dipty Mishra, a student at Banasthali University, for a comparative study of nacho chips in Jaipur, India. The report studied the nacho chip market in Jaipur, specifically at transportation hubs, to help PepsiCo successfully launch their Doritos nacho chips brand in India. The study found that Cornitos by Greendot was the only competitor in the nacho chip category in Jaipur. It also analyzed the flavors, prices, availability, and customer response of Cornitos at different locations like railway stations, bus stands, and auto stands. The report provided data on the popularity of Cornitos flavors and insights on distributing Doritos
Advertising & Brand Management Project in which we understand the recent trends in market with industry analysis and then in depth study of the market leader i.e FritoLays. Then we analyse their ad campaigns. Moving on we create our own Quick Snack brand Crispies with proper SWOT, brand associations and Pricing Strategy. Lastly, we have created our own ad campaign for our brand.
- More than 15 million grills were shipped in North America in 2010, and 82% of households own a grill. The majority of grill owners use their grill year-round.
- Cooking sauce sales have increased in recent years, with $3.7 billion spent in 2011. Barbecue sauce makes up 18% of the market.
- The barbecue sauce market is projected to grow 19% by 2015, with ethnic sauces also performing well. Product placement should be at eye level in the gourmet section to differentiate the product.
- More than 15 million grills were shipped in North America in 2010, and 82% of households own a grill. The majority of grill owners use their grill year-round.
- Cooking sauce sales have increased in recent years, with $3.7 billion spent in 2011. Barbecue sauce makes up 18% of the market.
- The barbecue sauce market is projected to grow 19% by 2015, with ethnic sauces also performing well. Product placement should be at eye level in the gourmet section to differentiate the product.
This project report summarizes the snack food industry in India. It describes the growth of the snack industry in India at 25% CAGR since 1995. Popular snack products include potato chips, corn puffs, biscuits. Key factors driving demand are urbanization, innovative marketing, and government support. Major players in the industry are Balaji Wafers, Bikaji Foods, and others. The report also discusses distribution channels, trends, issues, PESTEL analysis, and future outlook with snacks driving future growth. It includes a case study of Harbhole Food Products, a namkeen snacks manufacturer.
Principle of marketing presentation by khurram wasim khan mba -1- hukhurram wasim khan
This document provides an overview of English Biscuit Manufacturers (Private) Limited (EBM). It discusses that EBM was established in 1965 as a joint venture to manufacture Peek Freans biscuits in Pakistan. Over the past 30+ years, EBM has become a leader in the Pakistani biscuit industry through quality products and innovation. However, it now faces stiff competition from other brands. The document analyzes EBM's marketing environment, brand portfolio, target demographics and strategies to strengthen its position in the market.
This is the study on ITC Ltd. limited an Indian multinational consumer goods company providing consumer products and services in the sector of health and, beauty wellness. The topic that I had been provided with is candy for my semester-1 final project report. I have in-depth study on the company to summarize its overall contribution in the industry.
This project report is divided into certain segments regarding the completion of the report. i.e.; introduction of the company and sector, finance and marketing and human resource. This involves the overall operations and details of the company assigned to me.
ITC Ltd. was established in 1910 and is headquartered in Kolkata, India. well-known Indian consumer products firm ITC Ltd. primarily serves in the FMCG sectors. Sanjiv Puri is the chairman and the managing director and CEO created, and it’s headquartered is situated in Kolkata (India) ITC Ltd. is renowned for its existence line of goods and healthcare products, personal care, foods and beverages such as, edible oils, skin care and hair care items.
Marketing Strategy in the Indian Potato chips marketPoulamiKarjee
This document provides an overview of the Indian potato chips market. It discusses key details about the fast moving consumer goods sector in India and how the potato chips market falls under this. It then analyzes the potato chips market segment using Porter's 5 Forces model. It identifies Lays, owned by PepsiCo, as the market leader with 40% share. ITC's Bingo is identified as the main market challenger with 16% share. Pringles is identified as a market nicher targeting health conscious consumers. The document then provides further details on the strategies and positioning of Lays and Bingo as the top two brands in the market.
Procter & Gamble is a global leader in branded consumer goods founded in 1837. It pioneered marketing strategies like direct-to-consumer advertising in the 1880s. P&G operates in over 180 countries and has annual revenues of over $76 billion. However, P&G has faced challenges with declining R&D investments and sales of new products. It also faces stiff competition from other major consumer goods companies and local brands. Despite current challenges, P&G's vast resources and history of overcoming failures positions it well to address weaknesses and threats going forward.
The document discusses the importance of merchandise selection in retail operations. It states that merchandise is the primary means of satisfying customers and must meet target customers' tastes, preferences, and be consistent with store positioning. Merchandise selection impacts all aspects of retail like resource allocation, sales, costs, and the type of customers attracted. Store image depends on the quality, price, and selection of merchandise offered. Effective merchandising requires analyzing customers, planning purchases in advance, acquiring the right products, managing stock, controlling inventory, and optimizing the product mix.
Kmind is a strategy consulting firm founded in 2015 in Shanghai, China that helps Chinese enterprises overcome competition through consulting services and implementation assistance. By 2020, Kmind had served over 50 clients, including several industry-leading firms, but faced a shortage of consultants that restricted its growth. As chairman, Xie sought to rapidly improve Kmind's service capability to take on more clients and further develop.
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Similar to Interrobang S13 Marketing Bingo Multichips Case Study (1).pdf
The document discusses the introduction and growth stages of ITC's Bingo snacks brand in India. It provides details about ITC's market research, initial product offerings under Bingo, and marketing strategies used such as television, radio and outdoor advertisements as well as sales promotions during the introduction stage. During the growth stage, Bingo gained 16% market share within 9 months by eating into the market share of rival brand Lays. ITC aims to further increase Bingo's market share to 25% through continued high-decibel advertising and regional flavors.
Moikit is a Chinese company that produces The Seed, a smart water bottle. The Seed uses air-elastic technology and a connected app to track users' daily water consumption and remind them to drink more. Moikit raised $582,623 on crowdfunding sites to produce and distribute The Seed in the US market, where larger companies produce similar but inferior quality bottles. The fitness industry in the US is growing, benefiting Moikit's product. Moikit uses social media and crowdfunding to market The Seed online and compete with products like Thermos' smart water bottle lid that has more established brand recognition.
The document provides an overview of the Indian wafer snacks market. It discusses the market size of approximately Rs. 4,500-5,000 crores annually and growth rate of 30%. Major players include Frito-Lay, Bingo, Haldiram, and Balaji. Frito-Lay commands 45% market share. The document then analyzes the industry attractiveness using Porter's 5 forces model, finding the threat of new entrants and competitive rivalry to be moderate and high respectively. Finally, it summarizes the marketing strategies of leaders Frito-Lay and Bingo, and challenger Smart Chips.
ITC Limited is a diversified conglomerate headquartered in Kolkata, India. It was founded in 1910 and started as a cigarette manufacturer. In recent years, ITC has diversified into various business areas like FMCG foods, hotels, paperboards, and agriculture to reduce dependence on cigarettes. ITC has strong brands and pursues product customization and brand enhancement. It uses strategies like e-Choupal to tackle challenges in rural markets and has expanded into areas like education stationery.
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.
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.
This document provides an overview of the potato chips industry in India. It discusses key details like market size, growth drivers, regional consumption patterns, and major players. The Indian potato chips market is large but dominated by unorganized local manufacturers. Major players like Frito-Lay and Haldirams have sizable market shares but face competition from new entrants and regional brands. The document also analyzes factors like changing lifestyles, incomes, and demographics that are fueling the growth of the branded snacks category in India.
Analysis of two major FMCG Giants - Parle and Britania.
On BCG and Igor Ansoff
matrix and recommended the marketing strategies that can give the base company competitive
advantage over other.
ITC launched its Bingo snacks brand in India, introducing 16 potato chip and finger snack flavors inspired by Indian tastes like masala, salted, and tomato. Bingo offered SKUs priced at Rs. 5, Rs. 10, and Rs. 20 to directly compete with existing brands. ITC leveraged its established distribution network and relationships to quickly make Bingo available across 250,000 retailers nationwide within six months of launch. The company invested heavily in advertising, booking many TV, radio, and outdoor spots, with a strategy of humor and relevance to stand out from competitors. While competitors used celebrity endorsements, Bingo focused on digital and gaming promotions to target youth.
Bingo! potato chips were launched in 2007 by ITC with the goal of capturing 25% market share in the Rs. 2000 crore branded snack market within 5 years. ITC positioned Bingo! as a fun, youthful brand targeting consumers' need for novelty in snacks. Bingo! offers a wide variety of potato and corn chips, namkeens and other snacks in various flavors and sizes priced between Rs. 5-27. Through aggressive advertising, innovative packaging, and wide distribution, Bingo! was able to gain a 16% market share within 18 months. However, it still trails the market leader Lays which has a 45% share.
This document is a project report submitted by Dipty Mishra, a student at Banasthali University, for a comparative study of nacho chips in Jaipur, India. The report studied the nacho chip market in Jaipur, specifically at transportation hubs, to help PepsiCo successfully launch their Doritos nacho chips brand in India. The study found that Cornitos by Greendot was the only competitor in the nacho chip category in Jaipur. It also analyzed the flavors, prices, availability, and customer response of Cornitos at different locations like railway stations, bus stands, and auto stands. The report provided data on the popularity of Cornitos flavors and insights on distributing Doritos
Advertising & Brand Management Project in which we understand the recent trends in market with industry analysis and then in depth study of the market leader i.e FritoLays. Then we analyse their ad campaigns. Moving on we create our own Quick Snack brand Crispies with proper SWOT, brand associations and Pricing Strategy. Lastly, we have created our own ad campaign for our brand.
- More than 15 million grills were shipped in North America in 2010, and 82% of households own a grill. The majority of grill owners use their grill year-round.
- Cooking sauce sales have increased in recent years, with $3.7 billion spent in 2011. Barbecue sauce makes up 18% of the market.
- The barbecue sauce market is projected to grow 19% by 2015, with ethnic sauces also performing well. Product placement should be at eye level in the gourmet section to differentiate the product.
- More than 15 million grills were shipped in North America in 2010, and 82% of households own a grill. The majority of grill owners use their grill year-round.
- Cooking sauce sales have increased in recent years, with $3.7 billion spent in 2011. Barbecue sauce makes up 18% of the market.
- The barbecue sauce market is projected to grow 19% by 2015, with ethnic sauces also performing well. Product placement should be at eye level in the gourmet section to differentiate the product.
This project report summarizes the snack food industry in India. It describes the growth of the snack industry in India at 25% CAGR since 1995. Popular snack products include potato chips, corn puffs, biscuits. Key factors driving demand are urbanization, innovative marketing, and government support. Major players in the industry are Balaji Wafers, Bikaji Foods, and others. The report also discusses distribution channels, trends, issues, PESTEL analysis, and future outlook with snacks driving future growth. It includes a case study of Harbhole Food Products, a namkeen snacks manufacturer.
Principle of marketing presentation by khurram wasim khan mba -1- hukhurram wasim khan
This document provides an overview of English Biscuit Manufacturers (Private) Limited (EBM). It discusses that EBM was established in 1965 as a joint venture to manufacture Peek Freans biscuits in Pakistan. Over the past 30+ years, EBM has become a leader in the Pakistani biscuit industry through quality products and innovation. However, it now faces stiff competition from other brands. The document analyzes EBM's marketing environment, brand portfolio, target demographics and strategies to strengthen its position in the market.
This is the study on ITC Ltd. limited an Indian multinational consumer goods company providing consumer products and services in the sector of health and, beauty wellness. The topic that I had been provided with is candy for my semester-1 final project report. I have in-depth study on the company to summarize its overall contribution in the industry.
This project report is divided into certain segments regarding the completion of the report. i.e.; introduction of the company and sector, finance and marketing and human resource. This involves the overall operations and details of the company assigned to me.
ITC Ltd. was established in 1910 and is headquartered in Kolkata, India. well-known Indian consumer products firm ITC Ltd. primarily serves in the FMCG sectors. Sanjiv Puri is the chairman and the managing director and CEO created, and it’s headquartered is situated in Kolkata (India) ITC Ltd. is renowned for its existence line of goods and healthcare products, personal care, foods and beverages such as, edible oils, skin care and hair care items.
Marketing Strategy in the Indian Potato chips marketPoulamiKarjee
This document provides an overview of the Indian potato chips market. It discusses key details about the fast moving consumer goods sector in India and how the potato chips market falls under this. It then analyzes the potato chips market segment using Porter's 5 Forces model. It identifies Lays, owned by PepsiCo, as the market leader with 40% share. ITC's Bingo is identified as the main market challenger with 16% share. Pringles is identified as a market nicher targeting health conscious consumers. The document then provides further details on the strategies and positioning of Lays and Bingo as the top two brands in the market.
Procter & Gamble is a global leader in branded consumer goods founded in 1837. It pioneered marketing strategies like direct-to-consumer advertising in the 1880s. P&G operates in over 180 countries and has annual revenues of over $76 billion. However, P&G has faced challenges with declining R&D investments and sales of new products. It also faces stiff competition from other major consumer goods companies and local brands. Despite current challenges, P&G's vast resources and history of overcoming failures positions it well to address weaknesses and threats going forward.
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The document discusses the importance of merchandise selection in retail operations. It states that merchandise is the primary means of satisfying customers and must meet target customers' tastes, preferences, and be consistent with store positioning. Merchandise selection impacts all aspects of retail like resource allocation, sales, costs, and the type of customers attracted. Store image depends on the quality, price, and selection of merchandise offered. Effective merchandising requires analyzing customers, planning purchases in advance, acquiring the right products, managing stock, controlling inventory, and optimizing the product mix.
Kmind is a strategy consulting firm founded in 2015 in Shanghai, China that helps Chinese enterprises overcome competition through consulting services and implementation assistance. By 2020, Kmind had served over 50 clients, including several industry-leading firms, but faced a shortage of consultants that restricted its growth. As chairman, Xie sought to rapidly improve Kmind's service capability to take on more clients and further develop.
This document summarizes the key points from the book "Hooked: How to Build Habit-Forming Products" by Nir Eyal. It introduces the Hook Model, which describes a four-phase process companies use to form habits in users: 1) trigger, 2) action, 3) variable reward, and 4) investment. The book explains how products can be designed to trigger behaviors, drive actions, intermittently reward with variability, and encourage investment to form repeat habits. It also discusses how new technologies are making it easier for products to form addictive habits and influence behavior, for both good and ill.
Rishi Prakash at Tashn.com is examining merchandising decisions for an upcoming sale as customer complaints about product quality have risen. The Indian e-commerce industry is growing rapidly, especially in apparel sales via mobile devices. However, some customers have experienced issues like incorrect product claims and ill-fitting clothing from other retailers. Tashn aims to avoid such problems by revisiting its buying processes as it prepares for the sale while sustaining its reputation for quality among customers.
The document discusses how consumers' preferences for the number of product options available depends on whether their motivation is for pleasure or utility. Through six experiments, the authors found that consumers motivated by pleasure preferred a larger selection of options, seeing their preferences as more unique compared to others. In contrast, consumers with a utilitarian motivation were satisfied with a smaller selection and saw their preferences as less unique. The findings suggest retailers should consider consumers' motivation and tailor their product assortments accordingly, offering more options for pleasure purchases and fewer for utilitarian needs. Understanding what drives perceptions of preference uniqueness can help retailers optimize assortment sizes.
This document summarizes an article about how direct-to-consumer brands can continue growing. It discusses how DTC brands initially disrupted traditional distribution chains and marketing approaches, but now face intense competition from incumbents. The document outlines four key principles DTC brands should follow to ensure continued success, including maintaining an intense focus on customer loyalty. It also provides examples of successful DTC brands like Glossier, Allbirds, and Dollar Shave Club and discusses challenges they faced as they scaled, such as violating traditional marketing principles around distribution and segmentation, targeting, and positioning.
- BigCity Grocers, a major supermarket chain, proposed that either Freezer Foods or its rival TV Meals take over full management of BigCity's frozen ready-meal category across all its stores.
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- The proposal had significant potential upside for Freezer Foods but also risks if its rival TV Meals was chosen as category captain and denied Freezer Foods shelf space. Chen needed to develop a strong proposal for why Freezer Food
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Interrobang S13 Marketing Bingo Multichips Case Study (1).pdf
1. Business Case Challenge
“ITC Bingo! Case Study: New Launch Strategy”
September 2023
Instructions:
• Teams will submit a case analysis document addressing the expected outcome, comprising a
10-slide power point presentation with footnotes wherever applicable.
• There is no pre-determined structure to analyse the case. Participants are free to use any
format which best illustrates and provides convincing arguments supporting their solutions.
• Wherever necessary, the participants must refer to the sources of information and data.
• Case presentations will be judged based on the following criteria:
• Originality, creativity and uniqueness of the idea
• Feasibility of implementation, sustainability and scalability of the idea;
• How does the solution fit with ITC’s vision and how it can leverage ITC’s strengths
• The thoroughness of research, analytics and economic logic used to defend the viability and
execution of the idea
• Last date for submission of case solutions is 13th September, 2023. Teams must send their
entries to the link provided to your Campus Point of Contact.
For full details, please refer to the ITC Interrobang Season 13 Case Challenge Brochure available with
your Campus Point of Contact or contact interrobang@itc.in.
2. Interrobang?! : ITC On Campus – Season 13 – Case Challenge
2 | P a g e
Birth of Bingo! Snacks
In 2006, ITC decided to foray into a Rs 980 Cr packaged salty snacks industry [1]. The western salty
snacks industry was clearly divided into 3 major categories:
a. Potato Wafers
b. Bridges
c. Extruded
Basis a Usage and Acceptance study, the brand checked over 140 different kinds of snacks and
classified them into 3 types across user groups:
1. Super hits – Snacks which are seen as trendy and which are also consumed a lot e.g. Potato
Chips, Bridges [Kurkure, Takatak] etc.
2. Specialty snacks: Are seen as trendy but not consumed very often e.g. the wet snacks (Chaat,
Bhel etc), Pizza etc
3. Habbit Snacks: Are not seen as trendy but consumed in large quantities – typically the
Namkeens Sev, Bhujia, Ghatia, Fafda etc
Clearly the opportunity for the new enterprise was in creating differentiated Super hit products e.g.
products like Potato Chips and Kurkure with relevant differentiation. The brand hence created a
innovation guardrail of converting Habbit products to Superhits by reformatting the product while
retaining local tastes and improving the imagery and positioning of the product.
Foundation of Bingo! Product Philosophy: Making the two consumer desires meet
➢ Making the exotic familiar and familiar exotic
o DOs:
▪ Differentiated & Innovative products
▪ Play between base, format, shape, texture, flavour
▪ Keep products high on imagery
▪ For example:
• Chaat taste in a spicy finger format (familiar taste in an innovative
format)
• Delta – Khakra taste in an innovative Nacho format (familiar taste in
an unexpected format)
o DONTs
▪ Niche products
▪ Incremental changes achieved by clubbing two familiars
▪ Complete newness by clubbing two unfamiliar (e.g. Oregano Penne products)
3. Interrobang?! : ITC On Campus – Season 13 – Case Challenge
3 | P a g e
Hence the brand was set on providing “irresistible combinations”.
Target Group
• Category truth – Everyone snacks
▪ The Young are the center of gravity in any society, the prime force in generating
excitement and buzz
- Hence, critical that the youth buy into our brand
- And if we have a buy-in from youth, the brand will be aspirational for kids,
hence they are bound to follow
- And then the moms would be forced to bring it home
• Our epicenter will be the Youth, with the following guardrails
▪ Inclusivity
▪ Humour
▪ Differentiation from competition
Launch of Bingo! Snacks
Post establishing the guardrails – the brand tested out over 30 names out of which the name “Bingo!”
was shortlisted. The name carried multiple connotations for the consumer and ranked high on appeal
and aesthetics [2]. The brand was launched Pan India in March 2007 across urban markets covering
35 cities [Metros + Tier 1]. This helped the brand cover 50% of the Pan India snacks shops. Within the
next 6 months, the brand was able to cover Tier 2 and Tier 3 cities, effectively reaching all snacks
markets. The brand leveraged ITC’s strong sales and distribution infrastructure by adding additional
workforce and providing merchandising inputs to all the outlets.
Snacks Industry in FY22-23
Post its launch in 2007, the brand has been able to create formidable standing in the industry as the
2nd
largest player in the western salty snacks market and one of the top 5 players in the salty snacks
industry. As of Dec’22, the salty snacks industry is sized at Rs. 41957 cr and is the second largest
packaged food category (after biscuits at 47K cr). It is also one of the most widely distributed with a
handler base of 84 lac outlets (Biscuits at 91 lac outlets). After a brief setback in MAT Dec’20 (dropping
8%), the industry has seen a strong recovery and is clocking robust growth. Over the long run (6 yr
CAGR) – the industry has grown at 14% with Bridges (16%) and Namkeens (15%) driving the growth.
In the past year, the potato wafers segment spearheaded growth (MAT Dec’22 growth at 22%),
followed by Bridges (19% GOLY). Within Bridges, the traditional segment (Punjabi Tadka, Gathiya &
Soya Sticks) has grown by 21%, while modern formats (Sticks and Triangles) have grown by 18%. The
Nachos format has grown by 30% & now stands at 346cr [3]. ITC has been able to maintain its
leadership in Bridges segment whereas Haldiram is the largest player in the industry with traditional
namkeens contributing to 74% of its sales. ITC was able to add 402 cr in topline, the highest annual
additionsince the launch of the brand. The business was able to launch 7 new products into the market
which contributed to 8% of its overall sales in Jan’23.
Bingo!’s position in Industry – FY 22-23
ITC has retained market leadership in bridges segment with a MAT Jun’23 market share of 22.6 %
while Kurkure was at 20.4%.
4. Interrobang?! : ITC On Campus – Season 13 – Case Challenge
4 | P a g e
MS BRIDGES
MAT
DEC'20
MAT
DEC'21
MAT
DEC'22
MAT
JUN'23
All India Bridges 4792 Cr 6011 Cr 7461 Cr 7788 Cr
I T C 25% 22.90% 22.7% 22.6%
BINGO MAD ANGLES 7.7% 6.40% 6.3% 6.3%
BINGO TEDHE MEDHE 17.3% 16.0% 16.0% 15.8%
BINGO TEDHE MEDHE PUNJABI TADKA 0.0% 0.0% 0.4% 0.6%
KUR KURE 22.5% 20.9% 20.1% 20.4%
BALAJI CHATAKA PATAKA 6.4% 7.2% 6.6% 6.5%
HALDIRAM PUNJABI TADKA 7.2% 7.4% 5.9% 5.9%
HALDIRAM TAKA TAK 7.5% 7.5% 7.4% 7.4%
ITC potato wafers shares are at 11.8% with drops in North, East & West. Bingo! continues to dominate
South India with a market share of 42.5% . PEPSICO lost share on account of Uncle Chips.
MS POTATO WAFERS
MAT
DEC'20
MAT
DEC'21
MAT
DEC'22
MAT
JUN'23
All India POTATO WAFERS 6315 Cr 7978 Cr 9734 Cr 10616 Cr
I T C 13.2% 13.0% 11.9% 11.8%
BINGO POTATO CHIPS 8.6% 8.4% 7.4% 7.0%
BINGO ORIGINAL STYLE 4.6% 4.6% 4.3% 4.3%
BINGO HASHTAG 0.0% 0.0% 0.2% 0.5%
PEPSICO INDIA 43.4% 43.5% 42.8% 42.5%
LAYS 37.1% 37.9% 38.0% 37.9%
UNCLE CHIPPS 6.3% 5.6% 4.8% 4.6%
BALAJI 13.5% 14.6% 15.1% 14.9%
Bingo!’s Multi chip Line – FY 2018-20
In 2018 - the overall snacks
industry was at 18,000 crores with
a CAGR at 10%. Bridges and Potato
wafers contributed to 16% and
25% of the industry respectively,
with Bingo! being the market
leader in Bridges.
In its 10 years journey, Bingo! was
able to establish itself as a brand
that has always worked towards
offering innovative products – unique formats and flavours to the consumers. With innovation being
one of the core value of Bingo brand, ITC is planning to introduce MULTICHIPS – a unique lentils based
snack. This snack was launched with the purview of “health” quotient rising in popularity amongst the
youth driven by brands like Too Yumm.
5. Interrobang?! : ITC On Campus – Season 13 – Case Challenge
5 | P a g e
The business launched Bingo! Starters with the proposition of “Kalyug ka Snack”. The product was
launched Pan-India at Rs 5, Rs 10 and Rs 20 price point in 4 flavours [Masala, Chatpata, Minty,
Peppery]. The grammage offering was at par with the offering for potato chips [at 24g for Rs 10] The
brand supported the launch with a 360 campaign with a new advertisement with erstwhile brand
ambassador Ranveer Singh, Print and digital campaigns. The new launch was met with an initial
positive response; however, the stickiness of the product was low. Post analysis, the brand conducted
consumer immersions to identify the reasons for the lack of pick-up for the product:
Communication Packaging Product
Pros Cons Pros Cons Pros Cons
Resonance
with
"Kalyug"
theme
No
expectation
set about
the product
taste
Eye
catchy,
distinctive
and
premium
No
differentiation
between
variants
No oil -
indicates
health
Spice fades after
first bite
Health
benefits
retained Health
benefits
visible
New and
unique leaf
shape Heavy product -
can't eat more
than 1 pack
Good fit
with Bingo!
Humour
Orangish in
colour -
indicates
good spice
Re-birth of Multichip line with Bingo! Street Bites – FY 2020-23
Bingo! Starters was perceived to be a unique novel product which generated a high intent for trial
amongst the TG. However, there were multiple barriers to purchase which the business had to resolve:
• Apprehensions about taste and texture of healthy snacks: Having tried Too Yumm, consumer
believe that the product would have less flavour of masalas along with a dry mouth feel
• Need for Spice: Consumers were unwilling to switch to a healthier snack as their snack of
choice due to perception of lower taste appeal.
The TG clearly demonstrated that while they have high
intent for “guilt-free” snacking, in most binge-eating or
snacking occasions – they would not be willing to switch
to the guilt free snacking options as their preferred
snacks of choice. The decision of the consumer was
clear – they displayed high stickiness for their flavour
and brand of choice, and not for novel “health” codes.
With this learning in mind, Bingo! Started searching for
other avenues driven by flavours. With the COVID-19
wave disrupting the way people lived their lives, the
brand saw a strong opportunity in the bringing street
food to the consumers in a convenient chip
format.Hence the brand came up with the concept of
“Bingo! Street Bites” – A proposition which lets
consumers satisfy their street food cravings anytime anywhere. This proposition was led by the
insight that street food is more than just snacking, it was a ritual in India – with high levels of
6. Interrobang?! : ITC On Campus – Season 13 – Case Challenge
6 | P a g e
involvement and emotions attached. The health codes from the product were removed and the new
launch was to be driven by the flavour proposition. In Q2’FY 2022 – the new product was launched in
western states of India [Maharashtra, Gujarat and Chhattisgarh]. The brand was launched with a
higher grammage offering – 33g at Rs 10 [Vs a Lays/Bingo! Chips at 21-22g] with the pack size visibly
bigger to show higher amount of product in the pack. The launch was supported with innovative
marque activities such as wall art mural, a rap song and multiple on ground events – including a
concert with Nucleya. This generated high interest and trials in the product and the new product was
extended in the Northern states of the country.
Fall of Bingo! Street Bites: Current Business Problem
Despite the positive response on the new product, the brand faces the same problem again – there
was an initial excitement around trying the new product and high flavour appreciation, however the
product failed to gain repeat consumers. While the consumer feedback is positive on the flavour and
the product, the proposition was perceived to be too niche. Hence the consumers predominantly shift
towards the following flavour buckets [refer Annex. 6 for major flavour buckets]:
1. Masala [14% salience to Industry]
2. Cream and Onion [25% salience to Industry]
3. Chilli [11% salience to Industry]
4. Tomato [15% salience to Industry]
The brand now wants to relaunch the street bites range in the potato wafers category. The brand
needs to be rebranded as a “Unique potato based snack brand” which is similar to your potato chip
but is better than that.
Problem Statement
1. Understand the evolution in the snacking category category and consumers in detail- what
are the triggers to repeats and stickiness and how has it evolved?
2. Identify key insight/s to drive adoption of the new launch and basis on your insight – create a
new USP for the relaunch. Justify how will you differentiate yourself from potato wafers [e.g
Lays, Bingo! Chips, Balaji etc]. Create a unique brand name and cite the initial flavours and
pricing strategy [gm/Rs] which should be launched.
3. Basis your insight, ideate a 360 degree campaign addressing this audience segment. You may
suggest innovation in communication, campaign format, on ground activation.
4. Create a GTM strategy for Pan India [focus on how your strategies cater to geography specific
demands] -Channel specific ideas can also be explored- General Trade (GT) & within that the
Wholesale channel, Modern Trade (MT), Ecommerce, Institutional (catering to other
businesses- e.g. offices, schools etc) also detail out key success metrics to track the success of
your proposed strategy
7. Interrobang?! : ITC On Campus – Season 13 – Case Challenge
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Annexures
Annexure [1]: Salty Snacks Industry in 2006
Annexure [2] : Selection of Bingo! As a brand name
8. Interrobang?! : ITC On Campus – Season 13 – Case Challenge
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Annexure [3] : Salty snacks industry – MAT Dec’22
Annexure [4] : Communication for Starters https://www.youtube.com/watch?v=1J2Z1jhvlpU
Annexure [5] : Communication for Street Bites
Rap Song : https://www.youtube.com/watch?v=lhPVG1T2KkU
Brand Film : https://www.youtube.com/watch?v=z2IjrhZGdTQ
Nucleya Concert : https://www.instagram.com/p/CimUPRBrhgq/
Digital first launch of Street Bites:
https://www.instagram.com/p/CfmPFiRDmTo/
https://www.instagram.com/p/Cn9MhG0PG5x/
https://www.instagram.com/p/CocYCA_sxq2/
Annexure [6] : Major flavour buckets dominant in India in Potato wafers industry
% salience in PW market
[as of MAT June'23]
Industry Size 10218 Cr
CREAM & ONION 24.6%
SALTED 20.5%
TOMATO 14.9%
MASALA 14.2%
CHILLI 11.1%
SPICY 2.7%
PUDINA 1.8%
HOT N SPICY 1.6%
TOMATO CHILLI 1.7%
LEMON 1.4%
PERI PERI 1%
CHATPATA 0.6%
SALT N PEPPER 0.5%
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CHILLI LEMON 0.5%
CHATPATA CHILLI 0.4%
SPICY MASALA 0.3%
BARBEQUE 0.4%
SWEET CHILLI 0.1%
PEPPER 0.1%
CHEESE 0.1%
LIME N PEPPER 0.1%
TAMARIND 0.1%
OTHERS 1.3%