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    Vision: Sustain ITC's Position As One of India's Most Valuable Corporations Through World Class Performance, Creating Growing Value For The Indian Economy and The Company's Stakeholders

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    aakash.nsit
    ITC's Bingo snacks brand has achieved great success through innovative flavors and effective marketing. After market research found consumers wanted novelty, Bingo launched with 16 unique flavors inspired by Indian cuisine. A youth target audience of 16-30 was selected. An extensive advertising campaign including TV, radio, billboards and online games was launched with a budget of 100 crores. Bingo rolled out new products and flavors in phases, using humor and cultural references to associate the brand with combinations and experiences. This successful approach led to Bingo being named the most successful new product launch of 2007.

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    Vision: Sustain ITC's Position As One of India's Most Valuable Corporations Through World Class Performance, Creating Growing Value For The Indian Economy and The Company's Stakeholders

    Uploaded by

    aakash.nsit
    26 views19 pages
    ITC's Bingo snacks brand has achieved great success through innovative flavors and effective marketing. After market research found consumers wanted novelty, Bingo launched with 16 unique flavors inspired by Indian cuisine. A youth target audience of 16-30 was selected. An extensive advertising campaign including TV, radio, billboards and online games was launched with a budget of 100 crores. Bingo rolled out new products and flavors in phases, using humor and cultural references to associate the brand with combinations and experiences. This successful approach led to Bingo being named the most successful new product launch of 2007.

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    ITC

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    ITC's Bingo snacks brand has achieved great success through innovative flavors and effective marketing. After market research found consumers wanted novelty, Bingo launched with 16 unique flavors inspired by Indian cuisine. A youth target audience of 16-30 was selected. An extensive advertising campaign including TV, radio, billboards and online games was launched with a budget of 100 crores. Bingo rolled out new products and flavors in phases, using humor and cultural references to associate the brand with combinations and experiences. This successful approach led to Bingo being named the most successful new product launch of 2007.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    26 views19 pages

    Vision: Sustain ITC's Position As One of India's Most Valuable Corporations Through World Class Performance, Creating Growing Value For The Indian Economy and The Company's Stakeholders

    Uploaded by

    aakash.nsit
    ITC's Bingo snacks brand has achieved great success through innovative flavors and effective marketing. After market research found consumers wanted novelty, Bingo launched with 16 unique flavors inspired by Indian cuisine. A youth target audience of 16-30 was selected. An extensive advertising campaign including TV, radio, billboards and online games was launched with a budget of 100 crores. Bingo rolled out new products and flavors in phases, using humor and cultural references to associate the brand with combinations and experiences. This successful approach led to Bingo being named the most successful new product launch of 2007.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    of 19

    ITC

    VISION:
    Sustain ITC's position as one of
    India's most valuable corporations
    through world class performance,
    creating growing value for the Indian
    economy and the Company’s
    stakeholders

    MISSION:
    To enhance the wealth generating
    capability of the enterprise in a
    globalising environment,
    delivering superior and sustainable
    stakeholder value
    PRODUCTS
    • Cigarettes: W. D. & H. O. Wills, Gold Flake, Navy Cut, Insignia,
    India Kings, Classic (Verve, Regular, Mild & Ultra Mild), Silk
    Cut, Scissors, Capstan, Berkeley, Bristol, Lucky Strike and Flake.
    • Hotels: ITC Welcomgroup Hotels, Palaces and Resorts
    • Foods business (Kitchens of India; Ashirvaad; Minto; Sunfeast;
    Candyman; Bingo brands in Ready to Eat)
    • Apparel business (Wills Lifestyle and John Players brands)
    • Personal Care Products business (Fiama di Wills; Vivel;
    Essenza di Wills)
    • Stationery (Classmate and Paperkraft brands)
    ITC presents BINGO!!!
    • Bingo is one of the greatest examples of how
    advertising can turn your business around
    • ITC's foray into the Rs 1,800-crore branded snack
    market has fetched the company a 16 per cent
    market share across the country
    • Its advertisements caught the attention of the mass
    whether it be the silly comedy or the background
    music-tooiiiinggg!!!
    • each film is set in a unique cultural setting inspiring
    combinations. And in the process associate Bingo
    with the ‘combination’ thought.”
    The making of BINGO
    • The market research found that consumers were
    looking for novelty and excitement in existing snacks.

    • Product development: For the recipes, the company


    went to the chefs in its hotels. The chefs came back
    with 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.
    • Target- The Company decided that youngsters
    in the age group of 16-30 are the most
    experimental and hence they would be the
    primary target audience.
    • Marketing and advertising:
    TV-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
    Radio-20 spots on a variety of radio channels
    Billboards-over 1,000 outdoor hoardings
    E-ads-created a website www.bingeonbingo.com
    with offers, online games, downloads and even
    mobile games

    Amount spent..guess…...................100 crores!!


    Variants..

    • Chatkila Nimbu Achaar


    • International Cream & Onion
    • Mad Angles - Tomato Mischief, Chilli Dhamaka
    and Achaari Masti
    • Hatke Jhatke’- Funky Masala & Tomato Twist
    positioning…
    Phase I
    • Launch of simple
    Products and known
    Flavours such as
    Salted, masala,
    Tomato and chatkila
    Nimbu achaar.
    Phase II
    • Launch of new flavours by
    Product development..
    International Cream & Onion
    the ad appeared as if it were
    an english movie dubbed in
    hindi.. Not to forget the silly
    Comedy here too..
    Snapshot..
    Phase III
    • Launch of Mad Angles..another product
    development..
    -Tomato Mischief,
    Chilli Dhamaka
    Achaari Masti
    The various ads
    Portrayed the new
    Experience
    Snapshot..
    Phase IV
    Launch of ‘Hatke Jhatke’, appropriately shaped
    like a wave, takes
    Bingo!’s philosophy of
    ‘combinations’ forward with
    two exciting flavours –
    Funky Masala &
    Tomato Twist.
    Snapshot..
    And the award goes to…

    Business Standard's Annual Brand Derby has


    picked Bingo as the most successful launch of
    2007...
    Analysis by..

    Anuroop Krishna
    Adverb

    Disclaimer: this analysis is solely mine and can


    vary from person to person..

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