Rajiv Ranjan

BINGO! ~ 16 FLAVOUR

ITC Foods

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 brands latest addition to its existing unique and exciting range.

MARKET STRUCTURE

Market Leader Market Challenger Market Follower

pepsico (50 percent cumulative share consisting of Lays, Kurkure, Uncle Chipps, Cheetos )

ITCs Bingo (13%) posing a threat to Lays through its direct frontal attack

Parle Monacos Smart Chips which has identified itself a of the more health conscious section of the audience by offering them a baked variant of chips.

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 South East

Mustar d Sting

Nimbu flavor Spicy / Red Chilly

Indian Geography

Taste

Targeting
20-35 Years
Demographic Age Group
East
Mustard Sting
Nimbu Spicy

West
Plain Salted Spicy / Red Chilly North

Outgoing, Fun Loving, Bindaas 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..!

20% extra

50% extra

What do I portray? (Brand Personality)

Innovative

Stylish and Cool

Experimentative
Adventurous

ADVERTISEMENTS
Created a website( www.bingeonbingo.com ) with offer online games,download even mobile games. The advertising strategy used humour to sell Bingo.

ITC used a 360 degree brand building effort to boost the

new launch.

The variety came through a series of fun campaigns

Pricing Strategy of Bingo

Pricing strategy The main objective for ITC was to compete effectively with players who were already there. Hence, it launched a direct frontal attack by introducing similar priced SKUs.

ITC already enjoyed cost advantage over competitors through its e-choupal initiative. This also facilitated timely supply of raw materials.

MERCHANDISING

MERCHANDISING BINGO!
400000 large rack to display the brand at all POS
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

 Under e-choupal partnership with 100000 farmer for spices and wheat procurement. The company places computers with Internet access in rural farming villages; the e-Choupals serve as both a social gathering place for exchange of information (choupal means gathering place in Hindi).