Description
BINGO PROJECT
ITC Foods
1
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.
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.
BINGO! ~ PRODUCT PORTFOLIO
ITC Foods
7
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
10% 25%
Market Share: Organized Sector
Haldira m Lays
12% 27%
Haldiram
Bingo
Lays Others
45%
65%
16%
Before the launch of Bingo, Mar
After the launch of Bingo, Dec 08
12 - 20 Years > 50 Years 35-50 Years 20-35 Years
Conservative, reserved, shy
Outgoing, Fun Loving, Bindaas Psychographic (Attitude / Behavior) Plain Salted
Segmentation :
Age Group Attitude/Behavior Geography Taste
Demographic (Age Group)
North
West
East
Mustar d Sting
South
Nimbu flavor Spicy / Red Chilly
Indian Geography
Taste
TARGETING
20-35 Years
West
Outgoing, Fun Loving, Bindaas
Demographic Age Group
East
Mustard Sting
Plain Salted Spicy / Red Chilly North Nimbu Spicy
Attitude / Behavior
South
Indian Geography & Taste
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
Lays is positioned as a very good quality snack with international taste. No one can eat just One..!
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
WHAT’S IN MY NAME ?? (BRAND NAME)
Exclamation Mark Recallable Trendy and Fun
Easy to pronounce
Catchy
14
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.
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.
16
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)
?
? ?
Innovative
Experimentative
?
Stylish and Cool
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, Experimentative
Relationship
Culture
Outgoing , Fun loving
Indian, Different
Cool, Young at heart
I am Bindaas!!!
SURVEY
?
Survey Questionnaire for Bingo!
SURVEY ANALYSIS
1.1 Frequency of chips purchase
Daily 2-4 times a week More than 4 times a week Occasionally
3 18 4
3% 20% 4%
64
72%
1.2 AWARENESS ABOUT BRANDS
Lays Kurkure Uncle Chips Pringles
85 81 65 44
96% 91% 73% 49%
Bingo
Desi beats Haldiram namkeens Other
77
44 69 13
87%
49% 78% 15%
1.3 KNOWLEDGE ABOUT BINGO!
Friends TV commercials Posters 7 82 1 8% 94% 1%
Retail Shops
Other
25
3
29%
3%
1.4 TRIED BINGO!
Yes No
69 18
79% 21%
1.5 NO. OF FLAVOURS TRIED
1 - 2 Flavours 52 75%
3 - 5 Flavours
6 or more Flavours
16
1
23%
1%
1.6 IMPACT OF BINGO COMMERCIALS ON BUYING DECISIONS
DID YOU BUY BINGO! AFTER WATCHING THE COMMERCIAL
Yes
No
39
45
46%
54%
1.7 RATING BINGO
?
1.7.1 Flavours
Not Good 11 50 Very Good 15 14% 66% 20%
?
1.7.2 Packaging
Not Good
5 51
6% 65% 29%
Very Good
23
?
1.7.3 Name Appeal
Not Good
16
29
20%
36% 44%
Very Good
35
?
1.7.4 Availability
Not Good 11
38 Very Good 29
14%
49% 37%
?
1.7.5 Taste
Not Good 14
51 Very Good 9
19%
69% 12%
1.8 WHAT DESCRIBES BINGO!?
Energetic Cool Fun Hot Sweet
9 13 32 9 1
11% 15% 38% 11% 1%
Youthful
Mischievous None
22
34 16
26%
40% 19%
1.9 RECALLABLE PROPERTIES
Jingle (Poing..!!!)
Characters of the commercial Jokes Brand Name
49
22
58%
26%
28 27
33% 32%
NODAL MAP FOR BINGO!
Indian flavour s Sensel ess ads New Shapes
Timepass
Bad taste
Humour
Poing!
Lays is better
Party time
Weird and wacky ads
ITC Foods
bole to?????
38
I try Bingo because it stands apart, different from the crowd, almost edging on "weird"
Differently shaped, cool and fun chips to have
Good traditional Indian flavours but I love to consume those flavoured items as dishes in the restaurant
Too many flavours confuse me!!!!
Not able to differentiate whether it is Indian or international
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
BINGO! ~ PRODUCT PORTFOLIO
ITC Foods
42
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.
doc_298500820.pptx
BINGO PROJECT
ITC Foods
1
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.
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.
BINGO! ~ PRODUCT PORTFOLIO
ITC Foods
7
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
10% 25%
Market Share: Organized Sector
Haldira m Lays
12% 27%
Haldiram
Bingo
Lays Others
45%
65%
16%
Before the launch of Bingo, Mar
After the launch of Bingo, Dec 08
12 - 20 Years > 50 Years 35-50 Years 20-35 Years
Conservative, reserved, shy
Outgoing, Fun Loving, Bindaas Psychographic (Attitude / Behavior) Plain Salted
Segmentation :
Age Group Attitude/Behavior Geography Taste
Demographic (Age Group)
North
West
East
Mustar d Sting
South
Nimbu flavor Spicy / Red Chilly
Indian Geography
Taste
TARGETING
20-35 Years
West
Outgoing, Fun Loving, Bindaas
Demographic Age Group
East
Mustard Sting
Plain Salted Spicy / Red Chilly North Nimbu Spicy
Attitude / Behavior
South
Indian Geography & Taste
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
Lays is positioned as a very good quality snack with international taste. No one can eat just One..!
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
WHAT’S IN MY NAME ?? (BRAND NAME)
Exclamation Mark Recallable Trendy and Fun
Easy to pronounce
Catchy
14
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.
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.
16
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)
?
? ?
Innovative
Experimentative
?
Stylish and Cool
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, Experimentative
Relationship
Culture
Outgoing , Fun loving
Indian, Different
Cool, Young at heart
I am Bindaas!!!
SURVEY
?
Survey Questionnaire for Bingo!
SURVEY ANALYSIS
1.1 Frequency of chips purchase
Daily 2-4 times a week More than 4 times a week Occasionally
3 18 4
3% 20% 4%
64
72%
1.2 AWARENESS ABOUT BRANDS
Lays Kurkure Uncle Chips Pringles
85 81 65 44
96% 91% 73% 49%
Bingo
Desi beats Haldiram namkeens Other
77
44 69 13
87%
49% 78% 15%
1.3 KNOWLEDGE ABOUT BINGO!
Friends TV commercials Posters 7 82 1 8% 94% 1%
Retail Shops
Other
25
3
29%
3%
1.4 TRIED BINGO!
Yes No
69 18
79% 21%
1.5 NO. OF FLAVOURS TRIED
1 - 2 Flavours 52 75%
3 - 5 Flavours
6 or more Flavours
16
1
23%
1%
1.6 IMPACT OF BINGO COMMERCIALS ON BUYING DECISIONS
DID YOU BUY BINGO! AFTER WATCHING THE COMMERCIAL
Yes
No
39
45
46%
54%
1.7 RATING BINGO
?
1.7.1 Flavours
Not Good 11 50 Very Good 15 14% 66% 20%
?
1.7.2 Packaging
Not Good
5 51
6% 65% 29%
Very Good
23
?
1.7.3 Name Appeal
Not Good
16
29
20%
36% 44%
Very Good
35
?
1.7.4 Availability
Not Good 11
38 Very Good 29
14%
49% 37%
?
1.7.5 Taste
Not Good 14
51 Very Good 9
19%
69% 12%
1.8 WHAT DESCRIBES BINGO!?
Energetic Cool Fun Hot Sweet
9 13 32 9 1
11% 15% 38% 11% 1%
Youthful
Mischievous None
22
34 16
26%
40% 19%
1.9 RECALLABLE PROPERTIES
Jingle (Poing..!!!)
Characters of the commercial Jokes Brand Name
49
22
58%
26%
28 27
33% 32%
NODAL MAP FOR BINGO!
Indian flavour s Sensel ess ads New Shapes
Timepass
Bad taste
Humour
Poing!
Lays is better
Party time
Weird and wacky ads
ITC Foods
bole to?????
38
I try Bingo because it stands apart, different from the crowd, almost edging on "weird"
Differently shaped, cool and fun chips to have
Good traditional Indian flavours but I love to consume those flavoured items as dishes in the restaurant
Too many flavours confuse me!!!!
Not able to differentiate whether it is Indian or international
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
BINGO! ~ PRODUCT PORTFOLIO
ITC Foods
42
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.
doc_298500820.pptx