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    Marketing Plan ITC Bingo PDF

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    pinaki1780
    The marketing plan overview summarizes ITC's plans to enter the Indian snack market. It analyzes the market size and competitors like Haldirams and Bingo. It identifies opportunities in changing consumer patterns and rising incomes. Threats include regional cultural brands and competition. The plan involves segmenting the market by age, attitudes, geography and tastes. It targets outgoing 20-35 year olds in western India with flavors like mustard and spicy. Bingo will position itself as an innovative, youthful snack with Indian flavors and varieties. The marketing mix includes attractive packaging, competitive pricing, wide distribution, and humor-based TV ads to build awareness during cricket seasons.

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    Marketing Plan ITC Bingo PDF

    Uploaded by

    pinaki1780
    274 views16 pages
    The marketing plan overview summarizes ITC's plans to enter the Indian snack market. It analyzes the market size and competitors like Haldirams and Bingo. It identifies opportunities in changing consumer patterns and rising incomes. Threats include regional cultural brands and competition. The plan involves segmenting the market by age, attitudes, geography and tastes. It targets outgoing 20-35 year olds in western India with flavors like mustard and spicy. Bingo will position itself as an innovative, youthful snack with Indian flavors and varieties. The marketing mix includes attractive packaging, competitive pricing, wide distribution, and humor-based TV ads to build awareness during cricket seasons.

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    The marketing plan overview summarizes ITC's plans to enter the Indian snack market. It analyzes the market size and competitors like Haldirams and Bingo. It identifies opportunities in changing consumer patterns and rising incomes. Threats include regional cultural brands and competition. The plan involves segmenting the market by age, attitudes, geography and tastes. It targets outgoing 20-35 year olds in western India with flavors like mustard and spicy. Bingo will position itself as an innovative, youthful snack with Indian flavors and varieties. The marketing mix includes attractive packaging, competitive pricing, wide distribution, and humor-based TV ads to build awareness during cricket seasons.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    274 views16 pages

    Marketing Plan ITC Bingo PDF

    Uploaded by

    pinaki1780
    The marketing plan overview summarizes ITC's plans to enter the Indian snack market. It analyzes the market size and competitors like Haldirams and Bingo. It identifies opportunities in changing consumer patterns and rising incomes. Threats include regional cultural brands and competition. The plan involves segmenting the market by age, attitudes, geography and tastes. It targets outgoing 20-35 year olds in western India with flavors like mustard and spicy. Bingo will position itself as an innovative, youthful snack with Indian flavors and varieties. The marketing mix includes attractive packaging, competitive pricing, wide distribution, and humor-based TV ads to build awareness during cricket seasons.

    Copyright:

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    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 16

    Marketing Plan Overview: ITCs

    Group no. 08

    * All logos are for representative purpose only

    Understanding Markets -Market Size


    ` 2000 Cr Branded Snack Market. Very few National players FritoLays and Halidirams

    Understanding Markets -PESTLE


    Political: ITC is an established house with a strong presence in the Indian market. Thus to some degree it was insulated from the political atmosphere. Economic: Rising levels of income. Absence of Lays stock for a prolonged time. Social: Developed flavours keeping mind the Indian Audience. Technological: Introduction of Baked and Non-fried snacks Legal Environment: Approval from the Food & Drugs Department

    Understanding Markets
    Competitor Analysis
    Haldiram with market share of 27% Bingo is holding 16% Regional players are holding rest of the share
    OPPORTUNITIES: Change in consumer patterns Rise in income level of customers Opening of new international markets Integration of new technologies THREATS: Prevalence of cultural taste brands High taxation Inventory cost Stiff competition with regional players Close competing MNC brands

    The major competitor of Bingo is Lays with a market share of 45%

    SWOT Analysis
    STRENGTHS: Availability of Raw materials Availability of Manufacturing facilities Domestic markets Urbanization Catering the market distribution WEAKNESSES: Unable to meet the international standards High working capital Large number of intermediaries thus causing a slog in distribution

    Product Profile

    USP/UCP
    US P
    Unique and Indianised flavours in savoury snacks

    UCP (R.K.S Model)


    Innovative Crazy Desi Healthy Adventurous

    Marketing Objective
    Target is placement of all merchandising units across the market in a months time Create Identity in a Short Span Offering a wide range Reach every nook & corner Distinct Approach ( Innovative & Differentiated products)

    Segmentation
    12 - 20 Years > 50 Years 35-50 Years 20-35 Years

    Conservative, reserved, shy Outgoing, Fun Loving, Bindaas

    Segmentation:
    Age Group Attitude/Behavior Geography Taste

    Demographic (Age Group)

    Psychographic (Attitude / Behavior)

    North
    Mustard Sting

    Plain Salted

    West South

    East

    Nimbu flavor

    Spicy / Red Chilly

    Indian Geography

    Taste

    Targeting
    Outgoing, Fun Loving, Bindaas
    West

    20-35 Years

    Demographic Age Group


    Mustard Sting

    Plain Salted

    Attitude / Behavior
    Spicy / Red Chilly North

    East

    Nimbu Spicy

    So th

    Indian Geography & Taste

    Positioning
    Crisp and Clear Punch line

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

    Marketing Mix Strategy


    Product Indian Flavors Variety of Flavors Healthy variants Attractive Packaging 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

    Whats in my name ?? (Brand Name)


    Recallabl e

    Branding Strategy

    Easy to Pronounce

    Catchy

    Trendy and Fun

    Branding Strategy
    Who am I ? (Brand Identity)
    Bring excitement to the lives of the customers. A brand which is for the whole country by providing the customers with tastes (flavors) from all around India. Bingo identifies itself as a brand which is youthful, fun and colorful

    What do I portray ? (Brand Personality)


    Innovative Experimentative Adventurous

    Branding Strategy
    Contingency Strategy
    ---------

    Implementation
    -------

    Thank You
    References:
    www.itcportal.com www.allbusiness.com www.financialexpress.com www.wikipedia.org www.bingeonbingo.com www.google.com

    Compiled By:
    Prashant Deshinge 05 Suchitra Natrajan 45 Vishal Suri Chetan Mav Nawal Agarwal Nipun Mehra Ganesh Koran Manan Valia

    51 54 55 58 60 62

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