Group 1

Nishant Sharma FPB0911/080

Mayank Mehrotra FPB0911/069
Haricharan FPB0911/ 039

Kanu Satyashi FPB0911/050

Manish Omhare FPB0911/066
Kamal Kishore FPB0911/048
STATEMENT OF PROBLEM
 Frito Lay commands a share of 45%, followed by Haldiram’s
at 27% and ITC at 16%.
 ITC’s Bingo is a new entrant in the market, which was
launched in 2007. ITC has launched Bingo in a wide variety
of flavors and formats, ranging from potato chips to finger
snacks.
 Our aim was to find out the problems that Bingo is facing
and to give recommendations so that Bingo can grab more
market share.
 Study which would conclude why and how one product is
better than the other.
RESEARCH OBJECTIVE
 To study snack industry as a part of food
processing industry
 To study company profile of Lays & Bingo
 To study the trends in snack industry
 To analyze and interpret the results of
sample collected
 To determine the future course of action by
Lays & Bingo
METHODOLOGY OF RESEARCH
 Research design is the basic framework which
provides guidelines for the rest of research process.
It specifies the methods for data collection and data
analysis
 Type- Descriptive
 Sample size- 175
 Data collection mode- E-questionnaire (Internet)
 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..!

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.
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
 DATA ANALYSIS

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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
BIBLIOGRAPHY
 Wikipedia.org
 Fritolayblogspot.com
 Bingoblogspot.com
Thank You