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    Bingo Itc

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    Rajiv Ranjan
    ITC Foods launched Bingo!, an innovative snack brand, to directly compete with market leader Lays. Bingo! offers unique flavors and formats like pakoda-inspired snacks. It targets young adults aged 20-35 across India with flavors tailored to local tastes in different regions. Bingo! is positioned as a youthful, experimental brand offering choice. ITC leveraged its e-choupal initiative for timely supply of raw materials to price Bingo! competitively against established brands. Large product displays and merchandising solutions were used at points of sale for high visibility of Bingo! packs.

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    Bingo Itc

    Uploaded by

    Rajiv Ranjan
    866 views16 pages
    ITC Foods launched Bingo!, an innovative snack brand, to directly compete with market leader Lays. Bingo! offers unique flavors and formats like pakoda-inspired snacks. It targets young adults aged 20-35 across India with flavors tailored to local tastes in different regions. Bingo! is positioned as a youthful, experimental brand offering choice. ITC leveraged its e-choupal initiative for timely supply of raw materials to price Bingo! competitively against established brands. Large product displays and merchandising solutions were used at points of sale for high visibility of Bingo! packs.

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    ITC Foods launched Bingo!, an innovative snack brand, to directly compete with market leader Lays. Bingo! offers unique flavors and formats like pakoda-inspired snacks. It targets young adults aged 20-35 across India with flavors tailored to local tastes in different regions. Bingo! is positioned as a youthful, experimental brand offering choice. ITC leveraged its e-choupal initiative for timely supply of raw materials to price Bingo! competitively against established brands. Large product displays and merchandising solutions were used at points of sale for high visibility of Bingo! packs.

    Copyright:

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

    Bingo Itc

    Uploaded by

    Rajiv Ranjan
    ITC Foods launched Bingo!, an innovative snack brand, to directly compete with market leader Lays. Bingo! offers unique flavors and formats like pakoda-inspired snacks. It targets young adults aged 20-35 across India with flavors tailored to local tastes in different regions. Bingo! is positioned as a youthful, experimental brand offering choice. ITC leveraged its e-choupal initiative for timely supply of raw materials to price Bingo! competitively against established brands. Large product displays and merchandising solutions were used at points of sale for high visibility of Bingo! packs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    Rajiv Ranjan

    BINGO! ~ 16 FLAVOUR

    ITC Foods

    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 brands latest addition to its existing unique and exciting range.

    MARKET STRUCTURE

    Market Leader Market Challenger Market Follower

    pepsico (50 percent cumulative share consisting of Lays, Kurkure, Uncle Chipps, Cheetos )

    ITCs Bingo (13%) posing a threat to Lays through its direct frontal attack

    Parle Monacos Smart Chips which has identified itself a of the more health conscious section of the audience by offering them a baked variant of chips.

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

    Conservative, reserved, shy Outgoing, Fun Loving, Bindaas Psychographic (Attitude / Behavior) Plain Salted

    Segmentation:
    Age Group Attitude/Behavior Geography Taste

    Demographic (Age Group)


    North West South East

    Mustar d Sting

    Nimbu flavor Spicy / Red Chilly

    Indian Geography

    Taste

    Targeting
    20-35 Years
    Demographic Age Group
    East
    Mustard Sting
    Nimbu Spicy

    West
    Plain Salted Spicy / Red Chilly North

    Outgoing, Fun Loving, Bindaas Attitude / Behavior

    South

    Indian Geography & Taste

    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

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


    No one can eat just One..!

    20% extra

    50% extra

    What do I portray? (Brand Personality)

    Innovative

    Stylish and Cool

    Experimentative
    Adventurous

    ADVERTISEMENTS
    Created a website( www.bingeonbingo.com ) with offer online games,download even mobile games. The advertising strategy used humour to sell Bingo.

    ITC used a 360 degree brand building effort to boost the


    new launch.

    The variety came through a series of fun campaigns

    Pricing Strategy of Bingo

    Pricing strategy The main objective for ITC was to compete effectively with players who were already there. Hence, it launched a direct frontal attack by introducing similar priced SKUs.

    ITC already enjoyed cost advantage over competitors through its e-choupal initiative. This also facilitated timely supply of raw materials.

    MERCHANDISING

    MERCHANDISING BINGO!
    400000 large rack to display the brand at all POS
    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 introduced

    Air Hanging Solutions

    Under e-choupal partnership with 100000 farmer for spices and wheat procurement. The company places computers with Internet access in rural farming villages; the e-Choupals serve as both a social gathering place for exchange of information (choupal means gathering place in Hindi).

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