Marketing Plan Overview:

ITC’s *

Group no. 08

* All logos are for representative purpose only

 Understanding Markets
-Market Size
• ` 2000 Cr Branded
Snack Market.

• Very few National

players – Frito-Lays
and Halidirams
 Understanding Markets
-PESTLE
• Political:
– ITC is an established house with a strong presence in the Indian
market. Thus to some degree it was insulated from the political
atmosphere.
• Economic:
– Rising levels of income.
– Absence of Lays stock for a prolonged time.
• Social:
– Developed flavours keeping mind the Indian Audience.
• Technological:
– Introduction of Baked and Non-fried snacks
• Legal Environment:
– Approval from the Food & Drugs Department
 Understanding Markets

•The major
Competitor Analysis
competitor of
Bingo is Lays
SWOT Analysis
with a market
STRENGTHS: WEAKNESSES:
share of 45%
• Availability of Raw materials • Unable to meet the
•Haldiram with • Availability of Manufacturing international standards
facilities • High working capital
market share of • Large number of
• Domestic markets
27% • Urbanization intermediaries thus causing a
• Catering the market distribution slog in distribution
•Bingo is
holding 16%
OPPORTUNITIES:
THREATS:
•Regional
players are • Change in consumer patterns
• Prevalence of cultural
• Rise in income level of
holding rest of customers
taste brands
• High taxation
the share • Opening of new international • Inventory cost
markets • Stiff competition with
• Integration of new
regional players
technologies
• Close competing MNC brands
Product Profile
 USP/UCP

• USP
– Unique and Indianised flavours in savoury snacks

• UCP (R.K.S Model)

– Innovative
– Crazy
– ‘Desi’
– Healthy
– Adventurous
 Marketing Objective
• Target is placement of all merchandising units across the
market in a months time

• Create Identity in a Short Span

• Offering a wide range

• Reach every nook & corner

• Distinct Approach ( Innovative & Differentiated products)

 Segmentation
12 - 20 Conservative,
Years reserved, shy
> 50 20-35
Years Years Outgoing,
Segmentation: Fun Loving,
35-50 Bindaas
Years
•Age Group
Psychographic (Attitude /
•Attitude/Behavior Demographic (Age Group)
Behavior)
•Geography
•Taste
Plain
North Salted

Mustar Nimbu
West East d Sting flavor
Spicy /
South Red Chilly

Indian Geography Taste

 Targeting

Outgoing,
20-35 Fun Loving,
Years Bindaas
West

Demographic Age Group Plain Attitude / Behavior

Salted

East Mustard Spicy /

Sting Red Chilly North

Nimbu
Spicy

South

Indian Geography & Taste

 Positioning

•Crisp and Clear Punch line

•Bingo! is positioned as a youthful and innovative

snack, offering the consumers with choice in
terms of both formats and flavors including Local
tastes.
 Marketing Mix Strategy
•Product
•Indian Flavors
•Variety of Flavors
•Healthy variants
•Attractive Packaging

•Price
•Leveraging cost-effective manufacturing
•Frontal Attack on Lays with Packs for ` 5, `
10 and ` 20
 Marketing Mix Strategy
•Place
•4 Lakh merchandise racks all over India
•Available in 250000 outlets at the end of 6
months
•Alliance with Future Group to stock only
Bingo

•Promotion
•Humor in TV Ads resulting in Awareness
and Trial
•World Cup Season
•Through the Bingo racks
•Interactive Website
 Branding Strategy
What’s in my name ?? (Brand Name)
Easy to
Pronounce
Recallabl
e

Trendy
Catchy and Fun
 Branding Strategy
Who am I ? What do I portray ?
(Brand Identity) (Brand Personality)
• Bring excitement to the lives of
• Innovative
the customers.
• A brand which is for the whole • Experimentative
country by providing the
• Adventurous
customers with tastes (flavors)
from all around India.
• Bingo identifies itself as a brand
which is youthful, fun and colorful
 Branding Strategy

Contingency Strategy Implementation

• --------- • -------
 Thank You
References: Compiled By:
• www.itcportal.com • Prashant Deshinge 05

• • Suchitra Natrajan 45
www.allbusiness.com
• Vishal Suri 51
• www.financialexpress.com
• Chetan Mav 54
• www.wikipedia.org • Nawal Agarwal 55
• www.bingeonbingo.com • Nipun Mehra 58

• • Ganesh Koran 60
www.google.com
• Manan Valia 62