Interrobang Case Solution - Team Illuminati IIFT Delhi

7/29/2019 Interrobang Case Solution - Team Illuminati IIFT Delhi

1/10

Submitted By:Team Illuminati

Shriyans Saxena (40B)

[email protected]

+91-8373993312

Koustoov Dutta(20A)

[email protected]

+91-8376985706

Arpit Kulshreshtha (12A)

[email protected]

+91-9717724746

Aashendra Pratap Singh (1A)

[email protected]

+91-9540554700


2/10

Bingo! Mad Angles Case Challenge

ITC Interrobang Season 3: Bingo!

FGDs and IDIs were conducted to understand the snacking

landscape and purchase behavior. Concept testing was done to

understand the brand recall and thereby arrive at the current

identity of Bingo super and sub brands

Brands perception mapping was carried out to gauge an idea

about the brands identity and to identify the gaps in current

branding strategy

Manifestation of consumer insights for repositioning of brands

was carried out

Primary survey was carried out across different regions

(Bhopal, Lucknow, Kolkata, Banglore and Pune)

The insights from qualitative surveys were verified via

quantitative survey

Current Positioning: Bingo!

Bingo! is positioned as a youthful and innovative brand,

offering consumers a variety of choices

Brand Essence: Mad, uninhibited, desi fun

Touched chord with consumers through humorous and

irreverent advertising

The current communication of Bingo! is as follows:

Mad Angles- Har Angle se Mmmm!

Yumitos- Take a Yumitos Break!

Tedhe Medhe- Har Stick mein alag twist!

Tangles- Khaoge to Khilaoge!

Restricted

Perception and

Recall

Recall of Mad

Angles

spilling over that

for entire

range

Modifying

Positioning

Strategy

Addressing

expectation-

experience

mismatch

Developing

focused

Communication

and Media plan

Mapping Brand

positioning

statement to

the image for

every sub brand

Issues Addressed

Qualitative

FGD (Sample Size 12) &Retailer(Sample Size 20)

Quantitative

Primary Survey(Sample Size-83)


3/10

Male

17-30 Years

Middle ClassSelf Made

Irreverent

No Nonsense

attitute

Desi Chique

Cool Friend for

chilling outFemale

18- 30 years

lower middle class/middle class

Irreverent

Desi

Impetus on Family

time

Naughty

Bingo! Context and Brand Analysis

Brand Archetype: JesterBrands under this archetype

have following features:

Fun, irreverent and joyful

Individualistic and enjoys life

for own sake

Desires for change

Brings in change and

happiness to all around it

Competitor POP POD

Other Chips brands Convenience, Cost,

Hygiene, Some

Common flavors

Shape, Value for money,

Quantity, Experience,

Variety, Image

Local Snacking

options (Samosa,

Dhokla, etc)

Cost effective,

satisfying,

Customized to

Indian palette

Convenience, Hygiene,

Image, Experience,

Freshness

Restaurants, Othereating joints

Hygiene (In mostcases)

Economical, convenient,Less variety, Experience

POP- POD Analysis: Bingo!

Male30-40 Years

Upper/ Upper-Middle

Class

Energetic, Aggressive

and Active

Gives a good

impression

Sauv

Considered by most as

a friend Brand Persona Comparison


4/10

0102030405060708090

100

Aided

(2

Clue)Aided

(1

Clue)

Consumer Recall (Salty Snacks)

0

1

2

3

4Value for Money

Taste

Packaging

Brand Name

Availability

Ad. Campaigns

Peer

Acceptability

Unique Shape

Reason to Buy: Bingo

Consumer Survey Focused Group Interviews

Brand Recall for Bingo is high, but

Bingo is mostly associated with Mad

Angles

Brand Personality: Male,17-30,

Friendly, Go Getter, Middle Class

Though Bingo promotional

campaigns register with the

consumer, the Sub Brands dont

Homely Feel Factor: Flavors give a

feel of home-made and local snacks;

helps in creating diffentiation

Key Insights

Retailer Survey

Key InsightsMad Angles has a heavy pull: Demand is substantial

Tedhe Medhe: The brand is stocked mostly as a

substitute to competitor Kurkure, with small retailers

prefering not to stock the product at all

Yumitos: The push from ITC is very heavy, though

demand is yet to pick up

In Modern Retail Chains: Overall shelf space is low

when compared to Frito-Lays, and amongst Bingo Sub-

Brands, Mad Angles occupies the most space

Mental Map: Bingo

What is the gesture by aperson that indicates that he is

enjoying his food?

Person eating

non-stopLicking fingers

Eating with

eyes closedSavoring the

taste

Survey Findings

KEY OBSERVATIONS:Bingo is liked for its : Desi Taste, Brand Name and Availability, but most consumers associate Bingo only with Mad Angles

Consumer recall for Bingo as a brand is high, though not so for sub brands Mad Angles is the best performing sub-brand judged by most parameters

Bingo promotional campaigns are known for their fun element, but do not positively affect the Brand recall for the sub-brands


5/10

Image of the Sender

Image of the Receiver

Khudko RoknaPaoge !

InternalizationE

xternalization

Physical Facet:

Unique Shape,

Different Texture,

Smart packaging

Personality:

Friendly,

Smart, Self

Confident,

Irreverent

Reflection:

17-30 yrs age-

group, Fun

loving, outgoing

Self Image:

Cool , Funny,

No nonsense

attitude

Relationship:

Cool Friend,

Symbolizes

good times

Culture:

Desi, Diverse,

Home made

feel

Proposed Brand Identity Prism

To young, active, go-getters with a different perspective, Bingo! is a brand

that provides a spicy variant and that appeals in a desi way to their lighter,

more humorous side

Khud ko rokna Paoge!Bingo! Proposed Brand Positioning

Celebrity Brand Personality

YOUNGCOO

LS

ELF-MADE

AMBITIOUSFUN & ATTRACTIVE

DESI CHIC

GO-GETTE

R

The Brand Personality and values should be

reinforced, in fact, extended by the brand

ambassadors personality


6/10

Bingo! Sub Brand Positioning

Why Change?Top of Mind recall is only based on unique shape

Varied Flavors are appreciated by consumers, butnot uniquely identified with Mad Angles

Survey suggests consumers prefer Desi Taste, but

Mad-Angles has not capitulated on this inherent

strength

Desi Taste

Int. Flavors

Doesn't Matter

USP : Mad Angles

Very High Visual Brand Recall Heavy pull for the product

Mad Angles is synonymous to Bingo in customer

psyche

Highest shelf space amongst all Bingo Sub-

Brands and hence best recall

Brand Recall

based on Vision

Bingo Mad Angles

Life ka Chatpata angle

6

3

10

9

8

7

5

4

2

1

0

10

Aided(2 Clues)

Aided

(1 Clue)

Unaided

(somedoubt)

Top of

Mind

Brand RecallMeter

Benefits:The proposed positioning aims to build on the recall

with a focus on unique tastes and a sense of madness

that would help the target group better relate to thebrand.

Yes

No

How?Focus on Shape as an instrument for Change

Desi and Chatpata Flavors symbolizing a Bindass

approach to life

Along with Shape, the Indianness to be stressed on.

Promotional Offers to focus on the fact that BingoMad angles would change the perspective of life,

adding a fun angle to it.


7/10

Why Change?Present positioning doesnt promote a unique value

proposition for Tedhe - Medhe

Top of the mind recall is extremely low

Though promotional focus is on shape, visual imagery

amongst consumers only confirms recall for Market

Leader Kurkure

Packaging doesnt reflect the essence of the product

Multiple me-too brands with same product shape and

similar taste makes brand recognition very difficult

Visual clues same as that for Market Leader

Kurkure

Retailer survey corroborates that Consumer

demand is low

Family focused positioning of Kurkure leads

to better acceptance for the brand as against

shape focused one for Tedhe Medhe

Though aided recall

associates the product to

Bingo, but Tedhe Medhe

doesnt register

Known as Bingo ki

Kurkure to consumers

Packaging: Needs a complete overhaul to advocate

the Companionship focus for the Product. The

present Pink Color doesnt justify the proposed

positioning

Positioning: Needs to move from Shape based to

personality based positioning.

Focus to shift to being a Trustedcompanion to the

Aspirational Target Group

Promotion: Promotion needs to stress on the core

offering of Trusted Companionship in order to break

away from the clutter of me-too offerings


Tedhe Medhe

Tedhe Medhe Raaston Ka Sathi

Visual Recall

No

Yes H

OW

Benefit: Unique positioning, that carves a niche for

itself in a crowded market with strong players like

Kurkure on one hand and me-too Brands like Takatak

from Haldiram on the other

6

3

10

9

8

7

5

4

2

1

0

10

Aided

(2 Clues)

Aided

(1 Clue)

Unaided

(somedoubt)

Top ofMind

Brand RecallMeter


8/10


Aided(1Clue)

?Current Positioning

A snack that is so good that you would

want to share it with everyone since

every strand has something for everyone

Why Change?Expectation-Experience Mismatch:

SpicinessNo registration of shape despite

special emphasis

Consumers prerogative while

snacking: Taste, Quantity but not shape

Almost a me-too snack, a fallback

What?Bring the varying spices aspect of

mother brand into positioning to create

a stronger connect

Create a tangible benefit for the

tangles shape by stressing on how the

different strands play their roles

Proposed Positioning: How?Bingo Tangles is a unique fulfilling snack

where every piece is a collection of

spicy strands that are made to satisfy

every different craving that you have

strands play their roles

Benefits ExpectedMakes Tangles a preferred choice for

varying consumer moods and cravings

Generates consumer connect with the

shape and texture of the snack,especially the strands

TanglesMood Anek, Choice Ek..!!

6

3

10

9

8

7

5

4

2

1

0

10

Aided

(2 Clues)

Aided

(1 Clue)

Unaided(

somedoubt)

Top of

Mind

Brand Recall

Meter


9/10


Why Change? Yumitos lags behind in consumer recall from its

peers.

Consumers associate Bingo with Mad Angles,

Yumitos doesnt register as a Bingo sub-brand

When asked to associate Break to a snack,

consumer recall doesnt focus specifically to

Yumitos

Bingo: 87%

Yumitos: 27%

Lays: 100%

Uncle Chips: 63%

Haldirams: 42%

Brand Recall: Yumitos hasnt registered with the customers as is

evident

The International Taste and Positioning of Lays is ably

supported by Desi Flanker brand Uncle Chips

Survey showed that while people relate to the Desi

Tastes of Uncle Chips, Lays is considered to have more of

a Suited Guy image, thus together providing a

wholesome range to consumers

Lays Strategy

Positioning:

While competitors focus only on Taste, Yumitos

Needs to focus on the Fineness of the Chips(Shape

Focus) too

As against competition, Yumitos should focus on awitty image

Product: New Product Launches to satiate the diverseregional tastes of India as against the international

range of Lays

Promotion: Campaigns to focus on Yumitos providing

a witty solution to desi problems(Fine-tuning India)

H

OW

Yumitos:Fine-tuning India

6

3

10

9

8

7

5

4

2

1

0

10

Aided(2 Clues)

Aided

(1 Clue)

Unaided(somedoubt)

Top ofMind

Brand RecallMeter

Benefits: While different flavors will cater to the different

tastes, focus on quality will help attain a differentiation


10/10

Print Media:

Print Media can be used to

aggressively position the brand with

the help of specific print brands and

by reinforcing the Bingo! brand via

specific articles which complements

the brands personality Mood AnekChoice Ek!

Program Partner:

The brand can partner with programmes which talk

about Indian or Desi concepts, have a conceptsimilar to brand (Khud ko Rok na Paoge) and which

reinforces the brand image

Khud ko Rok naPaoge!Tedhe MedheRaston meaapka Saathi!Khud ko Rok naPaoge!

Channel Partner:

By partnering with channels which have youth

appeal or which talk about the lifestyle, we can

reinforce the brand personality in the minds of

the consumer. The message can be

communicated via their logos

Event Partner:The Brand can associate with events such as

Delhi Marathon, Onam boat race, etc which

reinforces the super brands message of Khud

Ko Rok Na Paoge

Outdoor Marketing:

Outdoor Marketing can be done via billboards,

mobile billboards, point of sales marketing and

by promotions on popular/ croded spots in the

city

Miss The Bus!Enjoy the way

with

Bingo!Tedhe Medheraston kasaathi!

Bingo! Proposed Media Plan

Interrobang Case Solution - Team Illuminati IIFT Delhi

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