ITC's Bingo
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Transcript of ITC's Bingo
ITC’s BINGOAchal Gupta (903)Angam Niumai (906)Padmavati T Madipalli (939)Rajesh Kumar (944)Siddhartha Banerjee (962)
Group no. 5
Established in 1910Market
Capitalization: US $ 18 billion
Turnover: US $4.75 billion
Employs more than 20000 people in more than 60 locations
India’s top 10 most valuable brand
Listed in Forbes 2000
Overview
Overview (Cont…)Presence in Cigarettes Hotels Paperboards & Specialty
Papers Packaging & Printing Business Agricultural Industry Packaged Foods &
Confectionery Branded Apparel Toiletries Education & Stationery
Products Information Technology Safety Matches Incense Sticks
VisionSustain ITC’s position as one of India’s most valuable corporations through world class performance, creating growing value for the Indian economy and the company’s stakeholders.
MissionTo enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value.
Vision and Mission
Earlier, Cigarettes and Leaf Tobacco were its main products
In 1975 it started diversifying in other areas starting with hotels
The year 2000 ushered in the branded apparel, IT and paper business
Slowly established itself as a major market player
Rebranding
•Fifth major line of food business•Innovative and differentiated•Array of product in both potato chips and
finger snacks segment•Fast moving branded snack market
growing at 30%
ITC Bingo
Research
•Company’s in house research team of eight members
•Studying home made snacks;- bhel, gol gappas
•70% of those survey conformed•Chef to dish out new and testy
combination of existing delicacies
Product
Price
Place
Promotion
4 Ps
•Bingo! positioned itself with its Indian flavors such as Tandoori Paneer, Tikka, Spice Paneer etc.
•The segmentation was mainly done on basis of the age of the people.
•The offerings under the Finger Snacks segment are unique and innovative
Product
Packaging• ITC has done the packaging such that the
product attracts the buyer.• It launched packs with different quantity
keeping in mind the specific consumer demand.
Product (Cont…)
•Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and 20.
•Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this.
Price
•ITC has adopted a Market Challenger strategy with the launch of Bingo
•It has chosen a combination of flank and frontal attack against the market leader Frito Lay’s.
• ITC has made a strategic alliance with Future group
Place
• HORECA• entire cigarette distribution network
including.• Initially Bingo sponsored many Bingo
Remix nights in various clubs as well.
Place (Cont…)
•Bingo’s launch was strategically timed around the World Cup
•Within a month of the launch of the initial advertisements, 70% of the viewers could recall the brand thus capturing a share of the mind of the consumers
Promotion
•Bingo's advertising follows the AIDA model
•No Brand Ambassador•Comes in unique shapes for better
recognition• Brand recall along with 16 flavors
Promotion (Cont…)
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
Plain Salted
Mustard Sting
Spicy Red/ Chilly
Nimbu Flavour
SegmentationGeography•North•South•East•West
Taste•Salted•Mustard sting•Nimbu•Chilly
Segmentation
Age class
12-
20
20-
35
35-
50
>50
Demographic (Age)
Conservative, reserved, shy
Outgoing, Fun loving, Bindass
Psychographic (Attitude/Behavior)
Targeting
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.
27%
16%45%
12%HaldiramBingoLaysOthers
After the launch of Bingo, Dec 08
25%
65%
10%
HaldiramLaysOthers
Before the launch of Bingo, Mar 07
Market share: Organized Sector
What’s in my name ?? (brand name)
Easy to pronounc
e
Recallable
Exclamation MarkTrendy
and Fun
Catchy
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.
Brand identity PrismITC,
Shapes,Games, Poing!!!
Innovative,Experimentative
Indian, Different
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
THANK YOU