Bingo

ITC Foods

1

Group 4:

Ankit DuggalSupriya.H.GSushma.NSwati BansalUtsav Shah

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 85%-

share of the salty snack market

Major players in this segment include Frito Lay,

Haldiram’s & Balaji.

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

snack market within 5 years.

Bingo is ITC's challenge to the monopoly of Frito Lays

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

fun brand targeting at the youth.

The snacks are available in packs priced at Rs.

5/- & 10/-

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 7

BINGO! ~ PRODUCT PORTFOLIO

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 “Health Snacks” segment by introducing Bingo as

baked-chips

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

• Leveraged the retail and marketing expertise of ITC Foods

27%

16%45%

12% HaldiramBingoLaysOthers

After the launch of Bingo, Dec 08

25%

65%

10%

HaldiramLays

Before the launch of Bingo, Mar 07

Market Share: Organized Sector

SEGMENTATION

12 - 20 Years

20-35 Years

35-50Years

> 50 Years

Demographic (Age Group)

Conservative, reserved, shy

Outgoing,Fun Loving,

Bindaas

Psychographic (Attitude / Behavior)

North

East

South

West

Indian Geography

Plain Salted

Nimbu flavor

Spicy / Red Chilly

Mustard

Sting

Taste

Segmentation:

Age GroupAttitude/BehaviorGeographyTaste

Indian Geography & Taste

West

NorthEast

South

TARGETING

20-35

Years

Demographic Age Group

Outgoing,Fun Loving,

Bindaas

Attitude / Behavior

Spicy / Red Chilly

Mustard Sting

Nimbu Spicy

Plain Salted

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

No one can eat just One..!

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

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

14

WHAT’S IN MY NAME ?? (BRAND NAME)

Easy to pronounc

e

Recallable

Exclamation MarkTrendy

and Fun

Catchy

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.

16

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.

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

understand the flavor.

WHAT DO I PORTRAY? (BRAND PERSONALITY)

Stylish and Cool

Innovative

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

lowest possible cost.

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

introduced

Air Hanging Solutions

Hangers

Net Baskets

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 support.

BRAND IDENTITY PRISM

ITC, Shapes,Games,

Poing!!!

Innovative,

Experiment-ative

Indian, Differen

t

I am Bindaas!

!!

Cool, Young at

heart

Outgoing, Fun loving

Physique

Customer’s Reflection

Customer’s

Self-

projection

PersonalityR

ela

tion

sh

ip Cu

lture

SURVEY

Survey Questionnaire for Bingo!

SURVEY ANALYSIS

1.1 Frequency of chips purchase

Daily 3 3%

2-4 times a week 18 20%

More than 4 times a

week

4 4%

Occasionally 64 72%

1.2 AWARENESS ABOUT BRANDS

Lays 85 96%

Kurkure 81 91%

Uncle Chips 65 73%

Pringles 44 49%

Bingo 77 87%

Desi beats 44 49%

Haldiram namkeens 69 78%

Other 13 15%

1.3 KNOWLEDGE ABOUT BINGO!

Friends 7 8%

TV commercials 82 94%

Posters 1 1%

Retail Shops 25 29%

Other 3 3%

1.4 TRIED BINGO!

Yes 69 79%

No 18 21%

1.5 NO. OF FLAVOURS TRIED

1 - 2 Flavours 52 75%

3 - 5 Flavours 16 23%

6 or more Flavours 1 1%

1.6 IMPACT OF BINGO COMMERCIALS ON BUYING DECISIONS DID YOU BUY BINGO! AFTER WATCHING THE COMMERCIAL

Yes 39 46%

No 45 54%

1.7 RATING BINGO

1.7.1 Flavours

1.7.2 Packaging

Not Good 11 14%

50 66%

Very Good 15 20%

Not Good 5 6%

51 65%

Very Good 23 29%

1.7.3 Name Appeal

1.7.4 Availability

Not Good 16 20%

29 36%

Very Good 35 44%

Not Good 11 14%

38 49%

Very Good 29 37%

1.7.5 Taste

Not Good 14 19%

51 69%

Very Good 9 12%

1.8 WHAT DESCRIBES BINGO!?

Energetic 9 11%

Cool 13 15%

Fun 32 38%

Hot 9 11%

Sweet 1 1%

Youthful 22 26%

Mischievous 34 40%

None 16 19%

1.9 RECALLABLE PROPERTIES

Jingle (Poing..!!!) 49 58%

Characters of the commercial

22 26%

Jokes 28 33%

Brand Name 27 32%

NODAL MAP FOR BINGO!

Indian flavours

Senseless ads

New Shapes

Poing!

ITC FoodsWeird and wacky ads

Party time

Lays is better

Humour

Bad taste

Timepass

38

bole to?????

Good traditional

Indian flavours but I love to

consume those

flavoured items as

dishes in the restaurant

I try Bingo because it

stands apart, different from

the crowd, almost edging

on "weird"

Differently shaped, cool and fun chips to have

Too many

flavours confuse me!!!!

Not able to differentiate whether it is

Indian or internationa

l

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 42

BINGO! ~ PRODUCT PORTFOLIO

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 available

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

E.g. Splits Villa on MTV, Indian idol

etc

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.

Thank You