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    Group 4 Bingo!-1

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    Utsav Shah
    ITC Foods launched its Bingo brand of potato chips in India in 2007 to capture market share in the snack food industry. Bingo introduced innovative flavors inspired by regional Indian cuisines to differentiate itself in the largely undifferentiated market. Through heavy advertising, unique packaging, and distribution strength, Bingo was able to gain a 16% market share within 18 months of launch, positioning itself as a youthful snack brand. While competitors like Lays focused on health and smaller packs, Bingo's local flavors and fun branding helped it succeed against established players in the Indian snack food market.

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    Group 4 Bingo!-1

    Uploaded by

    Utsav Shah
    1K views49 pages
    ITC Foods launched its Bingo brand of potato chips in India in 2007 to capture market share in the snack food industry. Bingo introduced innovative flavors inspired by regional Indian cuisines to differentiate itself in the largely undifferentiated market. Through heavy advertising, unique packaging, and distribution strength, Bingo was able to gain a 16% market share within 18 months of launch, positioning itself as a youthful snack brand. While competitors like Lays focused on health and smaller packs, Bingo's local flavors and fun branding helped it succeed against established players in the Indian snack food market.

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    Bingo

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    ITC Foods launched its Bingo brand of potato chips in India in 2007 to capture market share in the snack food industry. Bingo introduced innovative flavors inspired by regional Indian cuisines to differentiate itself in the largely undifferentiated market. Through heavy advertising, unique packaging, and distribution strength, Bingo was able to gain a 16% market share within 18 months of launch, positioning itself as a youthful snack brand. While competitors like Lays focused on health and smaller packs, Bingo's local flavors and fun branding helped it succeed against established players in the Indian snack food market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views49 pages

    Group 4 Bingo!-1

    Uploaded by

    Utsav Shah
    ITC Foods launched its Bingo brand of potato chips in India in 2007 to capture market share in the snack food industry. Bingo introduced innovative flavors inspired by regional Indian cuisines to differentiate itself in the largely undifferentiated market. Through heavy advertising, unique packaging, and distribution strength, Bingo was able to gain a 16% market share within 18 months of launch, positioning itself as a youthful snack brand. While competitors like Lays focused on health and smaller packs, Bingo's local flavors and fun branding helped it succeed against established players in the Indian snack food market.

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    ITC Foods

    1
    Group 4:

    Ankit
    Duggal
    Supriya.H.G
    Sushma.N
    Swati
    Bansal
    Indian Snacks INDUSTRY
    Indian Snack food market is estimated to be worth
    US $3 billion

    Organized sector is growing at 15 -20 per cent a


    year.

    Unorganized sector is growing at 7-8 per cent.

    The market in India is diverse with over 1,000


    different snack products and some 300 types of
    savories.

    Potato-based snacks, and in particular potato


    chips, are the largest product segment, holding an
    ITC Foods division
    ITC Foods, which entered the market in 2001, is the
    smallest business in the Rs 23,000 Cr. ITC Group.

    The launch represents ITC Foods' fifth major line of


    foods business after the highly successful Staples,
    Biscuits, Ready-to-Eat and Confectionery businesses.

    The Bingo brand of chips was launched by ITC on


    14th March 2007 with an aim to capture at least 25
    percent market share of the Rs 2000 crore branded
    About
    The launch is symbolic of ITC Foods' distinct
    approach of introducing innovative and
    differentiated products in a largely
    undifferentiated market place.
    Bingo’s launch was strategically timed around
    the World Cup.
    The idea was to get the consumer to take that
    first bite.
    The company has positioned this brand as a
    flavours
    Bingo’s portfolio includes an array of products in both
    Potato Chips & Finger Snacks segment.
    The Potato Chips offerings comprise of 4 innovative
    variants inspired by the snacking habits of different
    parts of the country as well as Masalas, Salted and
    Tomato flavours.
    ITC Foods

    BINGO! ~ PRODUCT PORTFOLIO

    7
    Bingo! ~ Product Portfolio
    Bingo provides innovative finger foods like the
    pakoda inspired Live Wires,
    Khakra inspired Mad Angles and time pass
    snack in the form of Tedhe Medhe.
    The Potato Chips offerings include Salted,
    Masala and Tomato flavours, Chatkila Nimbu
    Achaar, etc.
    Bingo! – International Cream & Onion is the
    brand’s latest addition to its existing unique
    and exciting range.
    Value ProPosition

    •Variety & innovation in a largely undifferentiated market

    •Foray into the “H ealth Snacks ” segment by introducing Bingo as baked-chips

    •ITC launched BINGO in 16 flavor s to cater to tastes of the country

    •Leveraged the retail and marketing expertise of ITC Foods

    Market Share: Organized


    Sector

    Before the launch of Bingo, After the launch of Bingo, Dec


    Mar 07 08
    Segmentation

    12 - 20
    Years Conservative,
    reserved, shy
    > 50 20-35
    Years Years
    Outgoing, Segmentation:
    35-50 Fun Loving,
    Years Bindaas Age Group
    Attitude/Behavior
    De mogra phi c (A ge Psy cho grap hic (A tt itu de / Geography
    Gr ou p) Be havior) Taste

    Plain
    North
    Salted

    Musta Nimbu
    West East rd flavor
    Spicy /
    South Red Chilly

    Indian Geog raphy Tast e


    Targe ting

    Outgoing,
    20-35 Fun Loving,
    Bindaas
    Years West

    De mo grap hi c A ge Plain Atti tu de / Beha vior


    Grou p Salted

    East Mustar Spicy /


    d Sting Red ChillyNorth

    Nimbu
    Spicy

    South

    In dian Ge og ra phy & Tast e


    Positioning

    Bingo! is positioned as a youthful and innova


    snack, offering the consumers with choice in
    of both formats and flavors including Local ta

    Crisp and Clear Punch line

    Lays is positioned as a very good quality


    snack with international taste.

    No one can eat just One..!


    Competitors

    The major competitor of Bingo is Lays with a


    market share of 45%
    Haldiram with market share of 27%
    Bingo is holding 16%
    Regional players are holding rest of the share
    What’s in my name ?? (brand name)

    14
    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
    The unique shapes in which it comes, which
    makes it easily recognizable amongst the
    consumers.
    What do I possess?? (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.

    16
    How do I look? (Brand Packaging)

    The packaging is very attractive


    with dominant variant color, crimp
    border colors and a pictorial view
    of the flavor.
    This property of flavor depiction is
    very informative for consumers
    and a layman can also associate
    with it.
    The names provided to various
    variants are very traditional and
    Indian, so that people can easily
    What do I portray? (Brand Personality)

    Innovative Stylish and Cool


    Experimentative
    Adventurous
    ADVERTISEMENTS
    The advertising strategy used humour to sell Bingo.
    ITC used a 360 degree brand building effort to boost the
    new launch.
    Ogilvy & Mather (O&M), focused to position the brand
    as youth-centric.
    The variety came through a series of fun campaigns —
    consumers were asked to design the ads for Bingo using
    the angular shape of the chips as the central theme.
    Crowd sourcing which serves two purposes – it engages
    the end-consumer and the campaign is done at the
    MERCHANDISING
    MERCHANDISING BINGO!
    Superior material (Moulded plastic) provides
    better aesthetics
    Increased Visibility of packs with amphi-
    theatrical tray design
    Slotting allows for standalone vertical
    stability of packs
    Modularity & Standardization
    Entry with 3 trays to avoid excessive
    inventory/empty space
    Whenever needed, 4th tray can be
    MARKET WARFARE
    Bingo!
    Most of the advertisements were considered vague
    In initial stages about 70% of viewers could recall
    the brand.
    This helped in capturing 16% of market share in
    just 18 months.
    The Advertising was highly successful in creating
    Brand Awareness
    Lays

    Frito Lays has revamped the product by


    reducing the saturated fat content by 40 per
    cent.
    Healthy snacks is the next buzzword.
    Frito Lays is expected to launch Rs 3 packs for
    higher penetration.
    SUCCESS FACTORS

    High Decibel Advertising : Bingo was able to


    capture the Share of Noise through its heavy
    spend.
    Novelty Factor : The snack market is driven by
    impulse purchases
    Regional Flavors: Lays was the first to localize
    flavors but Bingo specialized on local flavors and
    the key differentiator was the Localized flavors.
    Distribution strength: The strong distribution has
    helped in terms of Shelf Space and retailer
    Brand identity Prism
    ITC, Inn ovative,
    Shape s,
    Games , Expe rim ent -
    P oing! !! ati ve
    e Pe
    qu rso
    y si na
    Ph lity
    Relationship

    Culture
    Ou tgo ing Indi an,
    , F un Dif ferent
    loving

    Cu
    sto e r ’s n
    m t o m ctio
    Re s er ’ s
    Cu proj
    e
    fle
    cti
    on e lf-
    S
    Cool, I am
    Young a t Bi nda as!!
    hea r t !
    Survey

    Survey Questionnaire for Bingo!


    Survey Analysis
    1.1 Frequency of chips purchase
    1.2 Awareness about brands
    1.3 Knowledge about bingo!

    1.4 TRIED BINGO!


    1.5 No. of flavours tried

    1.6 IMPACT OF BINGO COMMERCIALS ON BUYING DECISIONS


    DID YOU BUY BINGO! AFTER WATCHING THE COMMERCIAL
    1.7 Rating Bingo
    1.7.1 Flavours

    1.7.2 Packaging
    1.7.3 Name Appeal

    1.7.4 Availability
    1.7.5 Taste
    1.8 what describes bingo!?
    1.9 Recallable properties
    Nodal map For bingo!
    bole to?????
    38
    I try Bingo Differently
    because it shaped,
    stands apart, cool and
    different from fun chips to
    the crowd, have
    almost edging on
    "weird"

    Good traditional
    Indian flavours
    but Ilove to
    consume those
    flavoured items
    as dishes in the
    restaurant
    Too many
    flavours Not able to
    confuse differentiate
    me!!!! whether it is
    Indian or
    international

    Amazing
    taste!!!!
    Problems
    Stagnant Market Share
    Brand Loyalty of Lays customer is posing threat to
    Bingo
    Many of the flavors of Bingo are having the same look
    and packaging
    Advertisements have failed in creating an urge among
    customers to go and buy a pack of Bingo
    Unawareness of the variety of flavours
    Threats of local players
    Taste and too many flavours
    ITC Foods

    BINGO! ~ PRODUCT PORTFOLIO

    42
    Recommendations
    BRAND Packaging
    Bingo! can come up with different shapes of
    packaging. A triangular pack can be one of the
    options
    Benefits:
    Different packaging always attracts consumers
    Novelty sustains the consumers’ interest in the brand

    Usage of different colors for packaging


    different flavors, so that the customer is able
    to differentiate among various flavours
    BRAND PROMOTIONS
    Seasonal promotions
    Gift packs: Combo packs in festival
    season with 4-5 flavors
    Tie up with Coca Cola: At time of
    Diwali, Cricket Tournaments etc…

    Title sponsors for programs


    targeting the youth
    Change in ADVERTISING
    Change in Advertising: The existing advertisements have
    been successful in creating brand awareness. The new
    advertisements will focus more on taste and variety of flavours
    available and tempting the consumers to purchase the product
    after seeing them.
    A continuing character will be used in the advertisements.
    An animated potato will be used in the advertisements, where
    the tastes of the various flavors will be theme the
    advertisements
    Flavours
    Having too many flavours is causing some
    problems because customers can’t
    differentiate between.
    So many (16) variants is a good option to launch with so that
    people are tempted to try each of them
    But gradually they can reduce from their portfolio, the ones which
    they come to know are not doing well in the market
    So this would also reduce the problem of confusion amongst the
    consumers.
    CONTESTS

    To launch a ‘send in your Bingo!


    Recipe’ contests.
    Tha nk You

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