Description
This ppt is about bingo marketing and it highlights topics like the segmentation, targeting and positioning of ITC's bingo. It also covers the 4Ps of bingo.
1
INDIAN TOBACCO COMPANY
? ITC Limited public conglomerate company
headquartered in Kolkata, India ? Turnover is $6 billion and a market capitalization of over $30 Billion. ? ITC has a diversified presence in various product categories such as Cigarettes, Hotels, Packaging, Packaged Foods, Branded Apparel etc.
ITC PRODUCTS – DO YOU KNOW?
BINGO
'Bingo' set to tickle Indian snacking palate & cater to the fast growing snacking habits
BINGO PRODUCT PORTFOLIO
ITC Foods
5
STP
• Segmentation: dividing the market into distinct groups
having distinct needs, wants, behavior
• • • •
Age group (12-20, 20-35, 35-50, >50) Attitude (Conservative against Fun Loving, Bindaas etc.) Snacking behaviour (North vs. South vs. West etc.) Geography: North, South, East and West
• Target Population: Youth • Age Group: 20-35 • Attitude: Outgoing, Fun loving, Bindaas
• Positioning: • Clear punch line: No Confusion, Great Combination! • Youthful, fun and colourful • Innovative: multiple offerings in both flavours and formats (chips or finger snacks)
4 Ps
Product Place Promotion Price
• Core Product – Chips and finger snack • Actual Product – Bingo! In 16 flavors • Augmented Product – Any scheme, discount etc. • Grocery Stores, Karyana Stores, Bakery, Wholesale • HORECA, Convinience Stores • • • • Strategically timed around the world cup Extensive distribution network Distribution of more than 4,00,000 large racks to retailers “Crowdsourcing”
• Available in Rs. 5 and Rs. 10 packs
CONSUMER RESEARCH SURVEY
? An in-depth survey was conducted to determine the
brand awareness, association and preference of consumers in the packaged chips segment
? The sample size used was and the questionnaire
consisted of 9 questions
QUESTION 1: This question relates to the concepts of brand awareness and brand association. Respondents were asked what brands came to their mind in response to the word “chips”.
Brand Association
1% 3% 17% 4%
75%
Bingo
lays
Uncle chips
Hippo
Kurkure
QUESTION 2: Which two factors most influence your purchase of chips.
First Deciding Factor
Price 8%
Others 10%
Taste 82%
QUESTION 2: Which two factors most influence your purchase of chips.
Second Deciding Factor
advertisement 19%
Taste 12%
Packaging 19%
Price 50%
QUESTION 3: Frequency at which you consume packaged chips (weekly).
60
50
40
30
20
10
0
0
1 or 2
3 or 4
5 and above
QUESTION 4: How do you consume chips?
45 40 35 30 25 20 15 10 5 0
With hot beverage
With cold beverage Series1
Alone Series2
With fast food
QUESTION 5: If given a choice to buy a free packet of chips, which chips would you prefer ?
50 45 40 35 30 1st Prefernce 25 20 15 10 5 0 Bingo Lays Kurkure Uncle chips Hippo
2nd Preference
3rd Preference
QUESTION 6: Tick if you have tried the various mad angles flavours and whether you liked them/ disliked them.
60
50
40
liked
30
disliked not tried
20
10
0
Tomato Mischief Chilli Dhamaka
Achari Masti
Tedhe Medhe
Hatke Jhatke
QUESTION 7: Which brand do you think is the healthiest?
Bingo Lays Hippo Uncle Chips Kurkure
4% 16%
10%
28%
42%
QUESTION 8: How well can you relate with the advertisements of the following brands?
25
20
15
1 2 3
4
10 5
5
0 Kurkure Lays Bingo Uncle Chips Hippo
Comparison of similar flavors of Bingo and Lays
35 30 25 20 15 10 5 0 1 2 3 4 5 Lays American Cream and Onion Bingo International Cream and Onion 35 30 25 20 15 10 5 0 1 2 3 4 5 Lays Magic Masala Bingo Spicy Masala Remix
25 20 15 10 5 0 1 2 3 4 5 Lays Classic Salted Bingo Premium Salted
30 25 20 15 10 5 0 1 2 3 4 5 Lays Spanish Tomato Tango Bingo Red Chilli Bijli
doc_460765617.pptx
This ppt is about bingo marketing and it highlights topics like the segmentation, targeting and positioning of ITC's bingo. It also covers the 4Ps of bingo.
1
INDIAN TOBACCO COMPANY
? ITC Limited public conglomerate company
headquartered in Kolkata, India ? Turnover is $6 billion and a market capitalization of over $30 Billion. ? ITC has a diversified presence in various product categories such as Cigarettes, Hotels, Packaging, Packaged Foods, Branded Apparel etc.
ITC PRODUCTS – DO YOU KNOW?
BINGO
'Bingo' set to tickle Indian snacking palate & cater to the fast growing snacking habits
BINGO PRODUCT PORTFOLIO
ITC Foods
5
STP
• Segmentation: dividing the market into distinct groups
having distinct needs, wants, behavior
• • • •
Age group (12-20, 20-35, 35-50, >50) Attitude (Conservative against Fun Loving, Bindaas etc.) Snacking behaviour (North vs. South vs. West etc.) Geography: North, South, East and West
• Target Population: Youth • Age Group: 20-35 • Attitude: Outgoing, Fun loving, Bindaas
• Positioning: • Clear punch line: No Confusion, Great Combination! • Youthful, fun and colourful • Innovative: multiple offerings in both flavours and formats (chips or finger snacks)
4 Ps
Product Place Promotion Price
• Core Product – Chips and finger snack • Actual Product – Bingo! In 16 flavors • Augmented Product – Any scheme, discount etc. • Grocery Stores, Karyana Stores, Bakery, Wholesale • HORECA, Convinience Stores • • • • Strategically timed around the world cup Extensive distribution network Distribution of more than 4,00,000 large racks to retailers “Crowdsourcing”
• Available in Rs. 5 and Rs. 10 packs
CONSUMER RESEARCH SURVEY
? An in-depth survey was conducted to determine the
brand awareness, association and preference of consumers in the packaged chips segment
? The sample size used was and the questionnaire
consisted of 9 questions
QUESTION 1: This question relates to the concepts of brand awareness and brand association. Respondents were asked what brands came to their mind in response to the word “chips”.
Brand Association
1% 3% 17% 4%
75%
Bingo
lays
Uncle chips
Hippo
Kurkure
QUESTION 2: Which two factors most influence your purchase of chips.
First Deciding Factor
Price 8%
Others 10%
Taste 82%
QUESTION 2: Which two factors most influence your purchase of chips.
Second Deciding Factor
advertisement 19%
Taste 12%
Packaging 19%
Price 50%
QUESTION 3: Frequency at which you consume packaged chips (weekly).
60
50
40
30
20
10
0
0
1 or 2
3 or 4
5 and above
QUESTION 4: How do you consume chips?
45 40 35 30 25 20 15 10 5 0
With hot beverage
With cold beverage Series1
Alone Series2
With fast food
QUESTION 5: If given a choice to buy a free packet of chips, which chips would you prefer ?
50 45 40 35 30 1st Prefernce 25 20 15 10 5 0 Bingo Lays Kurkure Uncle chips Hippo
2nd Preference
3rd Preference
QUESTION 6: Tick if you have tried the various mad angles flavours and whether you liked them/ disliked them.
60
50
40
liked
30
disliked not tried
20
10
0
Tomato Mischief Chilli Dhamaka
Achari Masti
Tedhe Medhe
Hatke Jhatke
QUESTION 7: Which brand do you think is the healthiest?
Bingo Lays Hippo Uncle Chips Kurkure
4% 16%
10%
28%
42%
QUESTION 8: How well can you relate with the advertisements of the following brands?
25
20
15
1 2 3
4
10 5
5
0 Kurkure Lays Bingo Uncle Chips Hippo
Comparison of similar flavors of Bingo and Lays
35 30 25 20 15 10 5 0 1 2 3 4 5 Lays American Cream and Onion Bingo International Cream and Onion 35 30 25 20 15 10 5 0 1 2 3 4 5 Lays Magic Masala Bingo Spicy Masala Remix
25 20 15 10 5 0 1 2 3 4 5 Lays Classic Salted Bingo Premium Salted
30 25 20 15 10 5 0 1 2 3 4 5 Lays Spanish Tomato Tango Bingo Red Chilli Bijli
doc_460765617.pptx