Our team submission for Bingo product line from ITC. A consumer in the snacking segment is driven primarily by the urge to seek novel tastes and experiences. With a segment over-flooded with various products one needs clutter breaking ATL and BTL activities and a sense of wackiness !!!

1. Team Name:- Gimmickers
Institute:- IIM Indore
Team Members
Arjun Nair |- Ashwin Iyer |- Darpan Mahajan |- Nupur Gupta
Bingo! Mad Angles
ITC Interrobang
Case Challenge 2011

2. Home
consum
ption
Influencer
- Children
and youth
Buyer -
Housewives
Home
Consumptio
n
Out-of-
home
consumptio
n
Buying
Patterns
PRODUCT
CATEGORY
• Health
• Novelty
• Taste
Health
Seekers
• Health
• Novelty
• Taste
Explorers
• Health
• Novelty
• Taste
Easy going
Consumption habits
Proactively seek novel tastes and
experiences
Show preference for branded
snacks
High impulse purchase
behavior
Prefer small
SKUs
Taste, flavor, textures
used to evaluate snacks
Snack Industry !

3. Market
scenario
Lagga
rd
Entra
nt
Initiator Imitator
Snack
Segment
First
Entrant
Laggard
Entrant
Early
Entrant
Imitates competitors
– ME too Product
TRY and Gain market share
through intense audience
engagement and Continuous
Innovation unique mix of taste,
bite and shapes.
Regional
Flavors
Distribution
Muscle
Clutter
breaking
advertising
Retail tie-
ups
Reasons for Bingo‟s success
 Continue creating
its popularity as an
ideal snack
amongst target
audience who are
in-turn
influencers when
it comes to
purchase of this
product category
 Since Bingo is
positioned as a
snack for the youth,
not using a nation-
wide brand
ambassador is a
good move,
Especially with the
wacky humor
 Explore possibility
of advertising
Bingo‟s array of
flavors as the
first choice, or
something trendy
amongst the
youth, in addition
to already
existing „wild- n-
whacky‟ theme
'No confusion.
Great combination' !

4. MARKET
Penetration
Snacks in Railways
aboard Rajhdhani and
Shatabdi
Identify
high
Snacking
areas
Ensure
Availability
Buzz and
heavy POP
advertising
Bingo! beach trails to generate
brand recall and Buzz
Exclusive Bingo! Combinations at
HORECA outlets leveraging existing
SLAs
Condition consumers to
associate Bingo! with good
movies and good times in
theatre.
Use Social Media as a
Sampling Platform:
Introduce low price skuS AT RS 3 TO GENERATE TRIALS
Increase users!
Pop- Point Of
Purchase

5. MARKET
Penetration
Increase usage!
Introduce Higher SKUs with Value Pack
specifically with vacuum lock
Redefine snacking rules
SNACK AT NIGHT
Build usage
Imagery through
advertisements
Build Badge Value: by coming up with
special packages for Special/festival
occasions and gift packs etc.
Highlight Health
Aspect- that the
snacks are Baked or
Roasted not fried

6. Customer
Loyalty
Intense audience
engagement campaigns !
VERY Active FACEBOOK PAGE
1,299,184 likes
Daily MAD ACADEMY UPDATES
BINGO! And MTV
BAKRA DIN
Engulf consumer
beyond digital space
in real life as well
as Kurkure does in
regular intervals
with “spend time with
family” or “send in
your recipe”
Leveraging Web 2.0 for Maximum consumer engagement

7. Customer
Loyalty
Cross Variant Coupons -Coupons in
packages offering free trials for
smaller SKUs of other variants)Bingo SMS Message Tones
Twaing !!
Product Placement in TV serials
Introducing newer
variants (flavours
and shapes) and
sauces satchels: for
newer combinations,
for tickling
sensational tastes.

8. Dealing with
competition
PepsiCo
•Lays, Kurkure, Lehar Namkeen, Cheetos, Uncle Chips, Kurkure Desi Beats
•Desi beats recently launched as a direct frontal attack for Bingo! mad angles
•Celebrity endorsements, with advertising outspends of more than 3.5:1 compared
to bingo!
Parle
•Smart Chips, Cheeselings, Must bites, Hippo
Haldiram and Balaji
•Discount players offfering more grammage for same price points
•Largely dominant in the western part of the country , controlling more than 50% of
the market
•Launching triangular shaped variants imitating Bingo!s Mad Angles
Unorganized market
•Non Branded packaged snacks
•Also includes hot and fresh preparations from restaraunts and small shops
Competitive
Response
Invest to create superior
value for customers
hav products in
Pipeline to be introduced in
regular interval
Run strong Customer
Loyalty programme
Collaborative
Distribution with
PEPSICO
Competition
TRY and Gain market share
through intense audience
engagement and Continuous
Innovation with a unique mix of
taste, bite and shapes

9. Analyzing Competition-
Kurkure Strategy
Helps achieve consistency across ads,
,
High connect with housewives the decision makers for snack purchase for
home consumption
Advertising Humor and Juhi Chawla as a perfect brand fit -
irreverent and chatpatta attitude,
She is not endorsing many brands simultaneously, hence
kurkure‟s ad stands out
High on Consumer Engagement Programs
High on variants and
direct competition to
mad angles with Desi
beats
BuildING Badge Value: by coming
up with special packages for
Special/festival occasions and
gift packs etc.
Houseful PACk
and On pack
offers
COMMON
Distribution :
vending
machines of
PepsiCo
beverages and
snacks
together

10. Market
Development
in South
Craze for over the top south
Indian movies provide an
excellent platform
ROI
Brand
Fit
Consumer
Connect High preference for
traditional
flavours/dishes in
South, justifies
investment into
more variants
similar to the habit
snacks available in
south
Unorganized snacks in the form of
banana chips and equivalents could
be a reason for lackluster
performance of the branded snacks