What is Strategy ?

Strategy PLC

About Company

Bingo

A strategy is a long term plan of action designed to achieve a particular goal, most often "winning".

Introduction Stage

Growth Stage

What is Product Life Cycle ?

Strategy PLC

About Company

Bingo

The Product Life Cycle refers to the succession of stages a product goes through.

Introduction Stage

Growth Stage

Product Life Cycle

Strategy PLC

About Company

Product Life Cycle

Bingo

Introduction Stage

Growth Stage

Case Study
Strategy

ITC LIMITED

PLC

About Company

Bingo

Introduction Stage

Growth Stage

About ITC
Market Capitalization :- US $ 18 billion
Strategy

Turnover :- US $ 4.75 billion India's top 10 `Most Valuable (Company) Brands

PLC

Diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, (e-chopal)

About Company

Bingo

Introduction Stage

Packaged Foods & Confectionery,

Information Technology, (ITC info tech) Branded Apparel, Personal Care, Greeting Cards, Safety Matches and other FMCG products

Growth Stage

About ITC
Strategy

Vision
Sustain ITCs position as one of Indias most valuable corporations through world class performance, creating growing value for the Indian economy and the companys stakeholders.

PLC

About Company

Bingo

Mission
To enhance the wealth generating capability of the enterprise in a
globalizing environment , delivering superior and sustainable stakeholder value.

Introduction Stage

Growth Stage

About ITC
Strategy

Corporate Strategies : Developing a portfolio of world class

Continuous focus on chosen portfolio

PLC

About Company

Benchmark each business

Bingo

World class & Internationally competitive

Introduction Stage

Diverse skills & Capabilities

Distributed Leadership

Growth Stage

ITC Foods Launches Bingo

Fifth major line of foods business
Strategy

Innovative and Differentiated

PLC

Array of products in both Potato Chips & Finger Snacks segment.

About Company

Fast-moving branded snack market growing 30 % every year

Bingo

Introduction Stage

Growth Stage

Introduction Stage

Characteristic of PLC - Bingo

Strategy

Sales Costs

PLC

Profits
Customers Competitors Marketing Objectives Strategic Product Price Distribution Advertising Sales Promotion

About Company

Bingo

Introduction Stage

Growth Stage

Research
Strategy

Company's in-house research team of eight

people
PLC

Studying Home Made Snacks e.g.:- Bhel, Gol

About Company

Gappas , Khakra etc. 70 per cent of those surveyed confirmed Chefs to dish out new and tasty combinations

Bingo

Introduction Stage

of existing delicacies.
Growth Stage

Offerings from Bingo

Initial offerings:Strategy

Potato Chips Finger Snacks segment

PLC

Potato Chips Variants: Masala Flavours Salted Flavours Tomato Flavours South inspired

(Habits of different parts of the country)

About Company

Bingo

Finger Snacks offerings:Introduction Stage

(Unique & Innovative)

Pakoda inspired Live Wires Khakra inspired Mad Angles Tedhe Medhe

Growth Stage

Marketing Objective
Strategy

Target is placement of all merchandising units across the market in a months time

PLC

Create Identity in a Short Span Offering a wide range Reach every nook & corner Distinct Approach ( Innovative &

About Company

Bingo

Introduction Stage

Differentiated products)
Growth Stage

Sales
16% Market Share in the snacks industry
Strategy

Costs
Manufacturing Facility Haridwar (Rs 700 crore) Offering a higher margin (4% -5%)

PLC

About Company

Future investment of 150 crore

Rs 60-70 crore on campaign

Bingo

Competition
Introduction Stage Growth Stage

Frito Lays Kurkure Balaji

Profits
Low Profit ( as compared to other rival products in
Strategy

Branded Packaged Food)

PLC

About Company

Customers
Type: youthful and innovators Age Group : 16 35

Bingo

Introduction Stage

Customer type: Packed-snack-on-the-go

Category: Impulse buy category HORECA (hotels, restaurants and cafes)

Growth Stage

Price
Priced at par with Frito's
Strategy

USP -16 variants

PLC

Priced at Rs. 5/- and Rs. 10/-

About Company

Distribution
Cigarette brands are available at most pan shops

Bingo

Introduction Stage

Retail tie-ups, Biyani's Future Group Big Bazaar

360-degree approach

Growth Stage

Advertising
Bindass Channel
Strategy

Website
PLC

Timed around the World Cup Television Commercials Outdoor Hoardings

About Company

Bingo

Merchandise rack (500- 600 0utlets)

Introduction Stage

Growth Stage

Tele-Marketing Ads
Five 30 second commercial at same time
Strategy

Ads dubbed in Hindi Better Brand Recall Focus on Products & Brand Management

PLC

About Company

Tag Line focus on combination of offers Youth Channels e.g :- Star, MTV, Zee etc

Bingo

Introduction Stage

Growth Stage

Internet
Strategy

Target Audience :- Age group of 16-35 Website :- www.bingeonbingo.com Virtual World Free offers Games Downloads

PLC

About Company

Bingo

Introduction Stage

Mobile games
Banners :- Yahoo, Rediff & Sify

Growth Stage

Radio & Hoardings

Strategy

Youngsters traveling hours

PLC

20 spots a day Radio One & Radio

Mirchi

About Company

Outdoor Hoardings in Top 30 cities

Bingo

Introduction Stage

Growth Stage

Sales Promotion
Promotional Events
Strategy

Tie ups
PLC

Multi media Campaign Advertising Blitzkrieg 4-5 per cent higher margin.

About Company

Bingo

The brand also tied-up with the Aero smith rock

Introduction Stage

concert.
Bingo is using a high-decibel launch campaign strategy.

Growth Stage

Growth Stage

Bingo @ Growth Stage

Strategy

Eaten up Market Share of Lays in 9 months 16% market share @ Snack market Now aiming for 25% Lays share reduce from 65% to 45% High Decibel Advertising Novelty Factor Regional Flavors Distribution Strength

PLC

About Company

Bingo

Introduction Stage

Growth Stage

Bingo! It's Frito Lay's loss, ITC's gain

Strategy

PepsiCo's Frito Lay snacks replaced with

PLC

ITC's Bingo
Striking at the small shops

About Company

Heavy dose of advertising in this year's

Bingo

cricket World Cup

Introduction Stage

Growth Stage

ITC Foods to give second life to Bingo website

Strategy

Avatar

PLC

Points
Whole menu card of Web 2.0 features Different life to Avatar

About Company

Bingo

Introduction Stage

Growth Stage

Thank You