B028-Sayli Kapse

B029-Surya Teja
B030-Taranum Kaur
B032-Yashesh Kothari
B034-Sathish Kumar
B035-Maneesh
 ABOUT
MARKET
ANALYSIS

ITC BINGO

SWOT
ANALYSIS

CONSUMER
BEHAVIOR

STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS
 SNACK FOOD INDUSTRY
ABOUT
Snack Market Size: 9000 Cr
MARKET
Industry growing at 25% ANALYSIS
Divided into 3 segments:
ITC BINGO
i. Chips
SWOT
ii. Extruded Snacks ANALYSIS

iii. Traditional Snacks CONSUMER

BEHAVIOR
Potato chips are the best selling snack
Potato chips sales have gone up by 10% from 2014 STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS
 MARKET STATISTICS
47000 MARKET SHARE(BEFORE BINGO!)
Others ABOUT
10%
SALES
Haldiram
MARKET
25% ANALYSIS
Lays ITC BINGO
8000 65%
SWOT
2004 2013
ANALYSIS

MARKET SIZE MARKET SHARE(AFTER BINGO!) CONSUMER

Others
12% BEHAVIOR
Unbranded
55% Bingo
Branded Lays
16%
45%
STP ANALYSIS
45%

COMPETITIVE
ANALYSIS

Haldiram FUTURE
27%
TRENDS
 ABOUT

MARKET
ANALYSIS

ITC BINGO

SWOT
ANALYSIS

CONSUMER
BEHAVIOR

STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS
 ABOUT

MARKET
Product Promotion Price Place ANALYSIS

16 flavours Launch strategically Direct frontal attack on Chose a market

ITC BINGO
Attractive packaging placed with the World Lays with pricing of Rs challenger strategy
Flavors for the indian Cup 20, Rs 10 and Rs 5 Flank and frontal attack SWOT
taste buds like achari No brand ambassador on Lays ANALYSIS
masti, Spicy paneer Comes in unique Strategic alliance with
etc shapes for better brand Future group CONSUMER
Different sizes available recognition Leveraging ITCs BEHAVIOR
Unique shapes- eg mad Unique Advertising existing distribution
angles campaigns network
Digital media STP ANALYSIS
campaign- The Bingo
National Gaming COMPETITIVE
Championship ANALYSIS

FUTURE
TRENDS
 SWOT ANALYSIS
ABOUT

MARKET
ANALYSIS

Internal
Strengths Weaknesses
ITC BINGO

SWOT
ANALYSIS
CONSUMER
BEHAVIOR

External
Opportunities Threats
STP ANALYSIS

COMPETITIVE
ANALYSIS
Positive Negative
FUTURE
TRENDS
 ABOUT

MARKET
ANALYSIS

Internal
Strengths Weaknesses Unique advertising strategy
ITC BINGO
Large Distribution network
Variety of flavours SWOT
Competitive pricing ANALYSIS
ITC Brand CONSUMER

External
Opportunities Threats Vast domestic market BEHAVIOR

STP ANALYSIS

COMPETITIVE
Positive Negative ANALYSIS

FUTURE
TRENDS
 ABOUT

MARKET
ANALYSIS

Internal
Strengths Weaknesses
Weak Rural Presence due to ITC BINGO

lack of distribution to rural SWOT

areas ANALYSIS
Poor Brand recall
CONSUMER
High Brand switching
External
Opportunities Threats BEHAVIOR

STP ANALYSIS

COMPETITIVE
Positive Negative ANALYSIS

FUTURE
TRENDS
 ABOUT

MARKET
ANALYSIS
Rising income levels and

Internal
Strengths Weaknesses
changing consumption ITC BINGO

patterns SWOT
Acquire smaller brands ANALYSIS
Variety in taste and chips
CONSUMER
Better brand recall
External
Opportunities Threats BEHAVIOR
measures
STP ANALYSIS

COMPETITIVE
Positive Negative ANALYSIS

FUTURE
TRENDS
 ABOUT

MARKET
ANALYSIS

Internal
Strengths Weaknesses Threat from local substitutes
ITC BINGO
Taxation
Competition from national SWOT
and international players ANALYSIS
Reduced consumption by CONSUMER

External
Opportunities Threats BEHAVIOR
health conscious consumers
STP ANALYSIS

COMPETITIVE
Positive Negative ANALYSIS

FUTURE
TRENDS
 ABOUT

STUDYING
MARKET
ANALYSIS

ITC BINGO

CONSUMER SWOT
ANALYSIS

BEHAVIOUR CONSUMER
BEHAVIOR

STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS
Which
characteristics do ABOUT

you consider before MARKET

buying a snack? ANALYSIS

ITC BINGO

SWOT
ANALYSIS

Which factor CONSUMER

BEHAVIOR
influences your
STP ANALYSIS
choice of snack?
COMPETITIVE
ANALYSIS

FUTURE
In a survey of 208 people to study consumer behavior, the above trends were observed TRENDS
 What differentiates
Bingo from all other ABOUT

brands? MARKET
ANALYSIS

ITC BINGO

How did you find SWOT

ANALYSIS
out about Bingo?
CONSUMER
BEHAVIOR

STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS
SEGMENTATION,
TARGETING & ABOUT

POSITIONING MARKET
ANALYSIS

ITC BINGO

SWOT
ANALYSIS

CONSUMER
BEHAVIOR

STP
ANALYSIS
COMPETITIVE
ANALYSIS

FUTURE
TRENDS
SEGMENTATION
ABOUT
Geographic Demographic Psychographic Behavioural
MARKET
ANALYSIS
Lifestyle- Consumed as
Buying behavior-
NORTH
Age- Mostly famous
among teens, act as quick
junk food by people who
want to grab quick bites,
Purchaser, Decision ITC BINGO
Maker, Evaluator,
bite for adults generally on outdoors,
Initiator
picnics, movies etc.
SWOT
ANALYSIS
Occasions- Heavily
Family size- Party packs Personality-Either consumed in parties,
SOUTH are unavailable for all conservative and shy or outings, theaters, sharing CONSUMER
flavors. outgoing and fun loving with friends(canteens,
hostel rooms) etc BEHAVIOR

Income- Although not a STP

premium product, Benefits-Snack of good
EAST generally not
consumed by low income
quality and taste buds
satisfaction
ANALYSIS
groups.

COMPETITIVE
ANALYSIS
WEST
FUTURE
TRENDS
TARGETING
ABOUT
One of the significant target business of Bingo is youngsters and youthful ABOUT
crowds of games and amusements, for example, purchasers in theaters MARKET
ANALYSIS
or stadiums even at home. MARKET
ANALYSIS
Most organizations today utilize a mass-showcasing methodology ITC BINGO
intended to build piece of the pie by offering their items to the best ITC BINGO
SWOT
number of individuals. They know the profit of business sector division ANALYSIS
SWOT
procedure which is much superior to a formal promoting method. Its ANALYSIS
significant appropriation is inside adolescents and era Y. They deliver CONSUMER
BEHAVIOR
diverse style for distinctive group. CONSUMER
BEHAVIOR
Baked not fried chips is their distinctive factor that sets them apart and STP
gives them new markets like health conscious people ANALYSIS
STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS
POSITIONING
ABOUT
Positioning is creating an item and brand picture in the personalities of purchasers. It can additionally ABOUT
incorporate enhancing a clients observation about the experience they will have on the off chance MARKET
that they decide to buy your item or administration. The business can emphatically impact the view of ANALYSIS
MARKET
its picked client base through vital limited time exercises and via deliberately characterizing your ANALYSIS
business promoting blend. ITC BINGO
Successful situating includes a decent understanding of contending items and the profits that are ITC BINGO
looked for by your target market. It additionally obliges you to distinguish a differential playing point SWOT
with which it will convey the obliged profits to the business sector viably against the opposition. ANALYSIS
SWOT
Business ought to expect to characterize themselves according to their clients concerning their rival. ANALYSIS
Bingo is accessible all around at whatever time, with special cases obviously. It presents new flavors CONSUMER
which leaders like lays has possessed the capacity to do as such. It does not have a brand BEHAVIOR
CONSUMER
ambassadors in contrast with lays etc. BEHAVIOR
It sets apart itself like a unique cool and funny brand. The different advertising style bingo has, sets it STP
apart form most of the other market leaders ANALYSIS
STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS
 PORTERS 5 FORCES ANALYSIS
ABOUT
Profitable markets(
Can increase cost Potential 30% annual
But increased cost growth)
MARKET
will cause lower Entrants New players might ANALYSIS
margins penetrate using
Established brands low price strategy ITC BINGO
have a good Unorganized
network
Industry players account for
HIGH Competitors 50% of market SWOT
MODERATE ANALYSIS
Suppliers Buyers
Rivalry Among CONSUMER
Various substitutes Existing Firms High price BEHAVIOR
available( all snacks
sensitivity
are considered
Various brands at
substitutes)
similar prices STP ANALYSIS
HIGH
HIGH
Substitutes COMPETITIVE
ANALYSIS

FUTURE
TRENDS
 COMPETITIOR ANALYSIS
ABOUT

MARKET
ANALYSIS

ITC BINGO

SWOT
MARKET MARKET MARKET MARKET ANALYSIS
LEADER CHALLENGER FOLLOWER NICHER
CONSUMER
Fritolay Lays BINGO! Haldiram Parles Smart BEHAVIOR
Balaji chips
STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS
 ABOUT

MARKET
Product Price Place Promotion ANALYSIS
Distinct colors for Consistent with Has a well Lays leverages
ITC BINGO
variants other players, i.e. established Pepsi brand
Products SKUs of Rs 20, Rs distribution Lays uses this
10, Rs 5 network SWOT
differentiation support from to
ANALYSIS
based on Lays has launched Reaches 1 million be a part of big
packaging, taste Rs 3 packs for retail outlets in events like world
CONSUMER
etc for kurkure for the country cup etc.
BEHAVIOR
To address rising higher penetration Brand loyalty is Lays uses brand
health concerns, leveraged ambassadors like
STP ANALYSIS
baked potato Saif Ali khan to
chips with less fat instill the idea of
COMPETITIVE
introduced youth fun and
friendship ANALYSIS

FUTURE
TRENDS
 Established in 1937
Haldirams offers exclusive and innovative recipes, exotic presentation and
high quality products tailor made to suit the Indian taste buds
In the branded snacks market Haldirams commands a market share of
27%
ABOUT
Promotion Product: Price: Place: MARKET
Namkeens - small Strong distribution ANALYSIS
The brand has never Customized to suit packets of 30 grams, network in India
gone in for advertising Indian taste buds priced at Rs.5. Strong EBO network ITC BINGO
on a massive scale, Attractive packing Namkeens - five Haldiram's also offerers
As competition picked Caters to the tastes of different packs with its products through
up, they came up with prices (Rs. 5 - Rs. 225) the Internet -
SWOT
people belonging to
catchy slogans, specific regions. varying according to indiatimes.com, Giftst ANALYSIS
colourful hoardings Example: 'Murukkus,, their weights, type and oindia.com,
and print ads 'Chennai Mixture and cost of raw materials giftssmashhits.com CONSUMER
Outlets that stocked Bhelpuri certain Never increases the BEHAVIOR
products were products such as prices of its products,
instructed to give Nazarana and unless the cost of raw
importance to point of Panchratan are materials shoots up or STP ANALYSIS
purchase (POP) offered only during the new taxes are imposed
displays and place festival season in gift COMPETITIVE
Haldirams products on packs ANALYSIS
special racks.
Special brochures
FUTURE
TRENDS
 BINGO ADVERTISING
ABOUT

MARKET
ANALYSIS

ITC BINGO

SWOT
ANALYSIS

CONSUMER
BEHAVIOR
Tedhe Medhe Mad Angles
STP ANALYSIS

COMPETITIVE
ANALYSIS

Red Chilli Bijli FUTURE

TRENDS
 Recommendations
Working on Brand Recall ABOUT

Distribution of variants as per the requirements of the region MARKET

Their variants have been working in their favor, so Bingo needs to ANALYSIS

keep innovating with the flavors ITC BINGO

Also, bingo needs to work on customer engagement activities to SWOT
improve brand recall ANALYSIS

CONSUMER
BEHAVIOR

STP ANALYSIS

COMPETITIVE
ANALYSIS

FUTURE
TRENDS