No Confusion

Great Combination

SNACK INDUSTRY OVERVIEW

INDIAN SNACK FOOD MARKET IS ESTIMATED TO BE WORTH US $2.5 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 85%-SHARE OF THE SALTY SNACK MARKET MAJOR PLAYERS IN THIS SEGMENT INCLUDE FRITOLAY, PARLE, HALDIRAMS & BALAJI.

ITC
ITC IS ONE OF INDIA'S FOREMOST PRIVATE SECTOR COMPANIES. THE MARKET CAPITALIZATION IS NEARLY US $ 22 BILLION AND A TURNOVER OF US $ 6 BILLION. THE COMPANY IS CURRENTLY HEADED BY YOGESH CHANDER DEVESHWAR. RATED AMONG THE WORLD'S BEST BIG COMPANIES. ASIA'S 'FAB 50' AND THE WORLD'S MOST REPUTABLE COMPANIES BY FORBES MAGAZINE. INDIA'S MOST RESPECTED COMPANIES BY BUSINESS WORLD. INDIA'S MOST VALUABLE COMPANIES BY BUSINESS TODAY.

 THE LAUNCH IS SYMBOLIC OF ITC FOODS' DISTINCT APPROACH OF

INTRODUCING INNOVATIVE AND DIFFERENTIATED PRODUCTS IN A

LARGELY UNDIFFERENTIATED MARKET PLACE. BINGOS LAUNCH WAS STRATEGICALLY TIMED AROUND THE

WORLD CUP 07.

THE IDEA WAS TO GET THE CONSUMER TO TAKE THAT FIRST BITE. THE COMPANY HAS POSITIONED THIS BRAND AS A FUN BRAND

TARGETING AT THE YOUTH.

THE SNACKS ARE AVAILABLE IN PACKS PRICED AT RS. 5/- & 10/-.

 RESEARCH DEMAND FOR NOVELTY AND EXCITEMENT IN EXITING SNACKS TASTE CAME UP WITH 16 INNOVATIVE FLAVORS INSPIRED BY SNACKING HABITS. TRADITIONAL SEGMENT WESTERN SEGMENT FINGER SNACKS SEGMENT

PRODUCT PORTFOLIO

ITC Foods

VALUE PROPOSITION

10% MARKET SHARE `07

LAYS 25% 12%

MARKET SHARE `08

16% LAYS 45% 27% HALDIRAM OTHERS

65%

HALDIRAM OTHERS

BINGO

12 - 20 Years
> 50 Year s 35-50 Years 20-35 Years

Conservative, reserved, shy Outgoing, Fun Loving, Bindaas

DEMOGRAPHIC (AGE GROUP)

North

PSYCHOGRAPHIC (ATTITUDE / BEHAVIOR)

Plain Salted

West South

East

Mustar d Sting

Nimbu flavor Spicy / Red Chilly

INDIAN GEOGRAPHY

TASTE

20-35 YEARS
Plain Salted

OUTGOING, FUN LOVING, BINDAAS

DEMOGRAPHIC AGE GROUP

Mustard Sting
Nimb u Spicy Spicy / Red Chilly

ATTITUDE / BEHAVIOR

ZONES & TASTE

crisp and clear punch line

A WELL ESTABLISHED NETWORK

BRANDING STRATEGY

CATCHY

TRENDY AND FUN

EXCLAMATION MARK

EASY TO PRONOUNCE

RECALLABLE

A BRAND WITH VARIOUS FLAVORS.

EASY PUNCH LINE.

A YOUTHFUL, FUN AND COLORFUL BRAND.

UNIQUE SHAPES.

ATTRACTIVE PACKAGING
PICTORIAL VIEW OF THE FLAVOUR NAMES PROVIDED TO VARIOUS VARIANTS

SWOT ANALYSIS

ISSUES
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

RECOMMENDATION
SEASONAL PROMOTIONS
GIFT PACKS: COMBO PACKS IN FESTIVAL SEASON WITH 45 FLAVORS TIE UP WITH COCA COLA: AT TIME OF DIWALI, CRICKET TOURNAMENTS ETC

TITLE SPONSORS FOR PROGRAMS TARGETING THE

YOUTH
E.G. ROADIES, SARE-GA-MA ETC

RECOMMENDATION
HAVING TOO MANY FLAVOURS IS CAUSING SOME PROBLEMS BECAUSE CUSTOMERS CANT 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.

RECOMMENDATION
CONTEST
LAUNCH A SEND IN YOUR BINGO!

RECIPE CONTESTS.

FRITO LAYS STILL HOLDS THE GREATER SHARE OF MARKET AS COMPARED TO ITCS BINGO. BINGO HAS CARVED A NICHE FOR ITSELF. BINGO IS IN THE GROWTH STAGE OF ITS LIFE CYCLE. ITS FOCUS IS MORE ON PRODUCT INNOVATION AND DISTRIBUTION AND INVESTS HEAVILY IN PROMOTION BINGO IS EXPECTED TO GROW VERY FAST AND WILL BE A MAJOR THREAT TO ITS COMPETITORS.

EXPERT GUIDANCE DR.VANDANA BHARTI

CASE PRESENTER SONALIKA BANSAL MOHINI BANSAL INDU DHINGRA ANSHUL SACHDEVA NASIR QURESHI ASHWINI SETH