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Marketing Plan - ITC - Bingo
Marketing Plan - ITC - Bingo
ITC’s *
Group no. 08
•The major
Competitor Analysis
competitor of
Bingo is Lays
SWOT Analysis
with a market
STRENGTHS: WEAKNESSES:
share of 45%
• Availability of Raw materials • Unable to meet the
•Haldiram with • Availability of Manufacturing international standards
facilities • High working capital
market share of • Large number of
• Domestic markets
27% • Urbanization intermediaries thus causing a
• Catering the market distribution slog in distribution
•Bingo is
holding 16%
OPPORTUNITIES:
THREATS:
•Regional
players are • Change in consumer patterns
• Prevalence of cultural
• Rise in income level of
holding rest of customers
taste brands
• High taxation
the share • Opening of new international • Inventory cost
markets • Stiff competition with
• Integration of new
regional players
technologies
• Close competing MNC brands
Product Profile
USP/UCP
• USP
– Unique and Indianised flavours in savoury snacks
Mustar Nimbu
West East d Sting flavor
Spicy /
South Red Chilly
Outgoing,
20-35 Fun Loving,
Years Bindaas
West
Nimbu
Spicy
South
•Price
•Leveraging cost-effective manufacturing
•Frontal Attack on Lays with Packs for ` 5, `
10 and ` 20
Marketing Mix Strategy
•Place
•4 Lakh merchandise racks all over India
•Available in 250000 outlets at the end of 6
months
•Alliance with Future Group to stock only
Bingo
•Promotion
•Humor in TV Ads resulting in Awareness
and Trial
•World Cup Season
•Through the Bingo racks
•Interactive Website
Branding Strategy
What’s in my name ?? (Brand Name)
Easy to
Pronounce
Recallabl
e
Trendy
Catchy and Fun
Branding Strategy
Who am I ? What do I portray ?
(Brand Identity) (Brand Personality)
• Bring excitement to the lives of
• Innovative
the customers.
• A brand which is for the whole • Experimentative
country by providing the
• Adventurous
customers with tastes (flavors)
from all around India.
• Bingo identifies itself as a brand
which is youthful, fun and colorful
Branding Strategy
• • Suchitra Natrajan 45
www.allbusiness.com
• Vishal Suri 51
• www.financialexpress.com
• Chetan Mav 54
• www.wikipedia.org • Nawal Agarwal 55
• www.bingeonbingo.com • Nipun Mehra 58
• • Ganesh Koran 60
www.google.com
• Manan Valia 62