Submitted by Pinky Gupta Roll No.

P11016

ITC Bingo
Fifth major line of food business
Innovative and differentiated Array of product in both potato chips and finger

snacks segment Fast moving branded snack market growing at 30%

Research
Companys in house research team of eight members
Studying home made snacks;- bhel, gol gappas 70% of those survey conformed

Chef to dish out new and testy combination of

existing delicacies

Product 4 Ps Place

Price

Promotion

Product
Bingo! positioned itself with its Indian flavors such as

Tandoori Paneer, 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 ITC has done the packaging such that the product attracts the buyer. It launched packs with different quantity keeping in mind the specific consumer demand.

Price
Initial pricing of ITC bingo is a direct frontal attack on

Frito Lays with pricing of Rs 5, 10 and 20. Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this.

Place
ITC has adopted a Market Challenger strategy with the

launch of Bingo It has chosen a combination of flank and frontal attack against the market leader Frito Lays. ITC has made a strategic alliance with Future group HORECA entire cigarette distribution network including. Initially Bingo sponsored many Bingo Remix nights in various clubs as well.

Promotion
Bingos launch was strategically timed around the World

Cup 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
Variety & innovation in a largely undifferentiated market
Foray into the Health Snacks segment by introducing

Bingo as baked-chips

Promotion (Cont)
Bingo's advertising follows the AIDA model
No Brand Ambassador Comes in unique shapes for better recognition

Brand recall along with 16 flavors

Segmentation
Geography North South East West Taste Salted Mustard sting Nimbu Chilly

Plain Salted

Mustard Sting

Nimbu Flavour

Spicy Red/ Chilly

Demographic (Age)

Targeting

12-20

>50

Age class
35-50

Psychographic (Attitude/Behavior)

20-35
Conservative, reserved, shy

Outgoing, Fun loving, Bindass

Positioning
Bingo! is positioned as a youthful and innovative snack, offering the consumers with choice in terms of both formats and flavors including Local tastes. Crisp and Clear Punch line

No one can eat just One..!

Lays is positioned as a very good quality snack with international taste.

Market share: Organized Sector

10% Before the launch of Bingo, Mar 07 25% Haldiram Lays Others

65%

12% After the launch of Bingo, Dec 08 45%

Haldiram 27% 16%

Bingo
Lays Others

Whats in my name ?? (brand name)

Exclamation Mark Recallable Trendy and Fun

Easy to pronounce

Catchy

Brand Property

Bingo has a unique musical sound that is loved by everyone. It is one of the properties that is remembered by everyone and it is used to recall the brand by every age group.