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BINGO! MAD ANGLES
August 7, 2013
Registered Teams will submit a case analysis/solution document comprising no more than 5 pages of single spaced, 12point font (including illustrations and excluding TOC, Cover page). Along with the word document each team must submit a 10-slide presentation of the case analysis/solution suggested. There is no pre-determined structure to analyse the case. Participants are free to use any format which best illustrates and provides convincing arguments for their idea. Wherever necessary, the participants must make references to the sources of information and data. Case presentations will be judged based on the following criteria – the originality, creativity and uniqueness of the idea will receive the highest weightage; the implementability, sustainability and scalability of the idea; its fit with ITC’s vision and the manner in which it can leverage ITC’s strengths; the thoroughness of research, analytics and economic logic used to defend viability and execution of the idea. Last date for submission of case solutions is 19 th August 2013. Teams must send their entries to the email ID provided for the campus. For full details please refer to the Interrobang Season 3 Case Challenge Brochure available with your Campus Point of Contact or contact email@example.com. The eBrochure is also available at our Facebook page itchubnscope.
because on Saturdays. Please God. He wanted to buy some chocolates. Vivek Kabra was the Marketing Director of the ITC Foods Business. snacks and cola. make it stop. It was the year when it had grown from being a ‘new entrant’ to an aggressive major player. ‘Mala. Vivek was clapping the loudest yesterday when the Chief Executive called for a round of applause for Mala and her boys. Vivek Kabra’s office. all he asked for was ‘Triangle Chips’. Mala… Shall we get started?’ ‘OK Sir. felt the need to exercise her vocal chords every half an hour. For Mala’s Bingo! Brand team. I think it’s time for a little introspection’ Oh my God. for some reason. Mala’s home Mala cradled her throbbing head in her hands. thought Mala. it was the culmination of a fantastic year. He had spent hours with Mala and her team strategizing and planning campaigns. wondering if she had really been dragged to work on a Saturday morning to discuss Vivek’s nephew’s shopping list. Thursday and Friday had whizzed past in a happy haze of congratulatory messages. He looked strangely incomplete without his laptop or his Blackberry. biscuits. checking off their KRAs with systematic efficiency.ITC Interrobang Season 3 Case Challenge: Bingo! Mad Angles BINGO! MAD ANGLES ITC Interrobang Case Challenge 20131 Saturday. Bingo! had broken new barriers in terms of market-share. ‘Morning. working you over. . said Vivek. Saturday morning meetings were the worst – especially if you had spent most of the previous night trying to pacify your nine month old daughter. like an expert lawyer interrogating a witness. It had been a tough but rewarding year for Mala and her minions and they had come out on top.’ Mala stared back at her mentor. I went shopping with my eight year old nephew last week. she prayed. Mala stared back at her boss. Bingo! sales multiply and achieve critical mass and Bingo! distribution and penetration improve to hitherto uncharted territory. Foods Business Division. This is for academic purposes only and is not intended to be copied or displayed or reproduced at any place outside the Campus. Saturday. Bengaluru Vivek strode into the office. she told herself as she drank her third cup of coffee. I will respond on Monday’. Until the reminder on Mala’s phone that beeped on Friday afternoon. reminding her that she had a meeting with Vivek Kabra on Saturday morning. We go shopping together every time he comes over for a visit. ‘What I have in mind for today’s meeting will only take a few minutes. ‘When he wanted to buy Bingo! Mad Angles. 9: 30 AM. Mala told herself. as she smiled weakly at Vivek. Meetings with the Director in charge of the Foods Business followed by a special congratulatory message from the Divisional Chief Executive on Friday morning left the Bingo! team feeling like kings. applause and back-slapping. he had more time to probe and to prod.. I have put together a small presentation and I have the data …’ ‘Mail it to me. Still. Nothing to worry about. budgets. as he settled into his chair. nipping at the heels of the market leader. Saturday meetings with Vivek were dangerous. The past year had seen Bingo! ads win awards. who. it can’t be bad. Just get through this meeting and get home for a quiet weekend. wondering where he was going with this 1This Case is developed by and is the sole property of ITC Limited. brand awareness and recall. She pressed her throbbing temples and sipped on her fourth coffee. costs & on-ground execution during the course of the previous year. explained Kabra. early morning.
it was funny and irreverent. this is what leads to consumer bonding which competition cannot replicate even if they manage to replicate your products. but undeniably. What would happen then? Just remember. she thought. Mala? Bingo! Mad Angles doesn’t register as a unique brand with special characteristics. This is what marketing truly is all about. to take your mind off your boss and his nephew’. in keeping with the Bingo! brand personality. ‘See Mala. a mango drink which is about temptation and a lime based drink which is about quirkiness. just pause for a moment. he elucidated a few examples. Mala’s home As soon as she got home. Maybe. packaging or communication. Bingo! had played an important role in this transformation. registered great recall and cut through the clutter so effectively. Sometime in the early 2000’s at Virginia House. ‘Before you get defensive. it is expected to account for 37% of Indian population by 2025 vis-à-vis just a 26% in 2005.0% growth rate that India has seen in the last two decades. began Mala in protest. Maybe Bingo! Mad Angles was just a big triangle in the mind of the consumer. Mala collapsed into her couch and turned on the television to watch Dhoni and his boys take on South Africa.’ ‘But Sir . a small voice kept nagging her. reflected Mala as she watched it.’. telling her that maybe Vivek (and his nephew) were right. China & Britain. thoughts on how ITC had transformed itself to be an FMCG major crossed her mind. I’m not saying that it is wrong that consumers associate your brand with a shape. behind US. She texted Guru just before calling it a day.’ ‘And the same is true for all the other s ub brands in our portfolio as well. Japan.. Highlighting the product is ok to begin with. but it cannot be a sustainable long-term strategy. f lavours. She was jolted out of her reverie by the Bingo! Mad Angles ad playing on the TV screen. It is forecasted that Indian GDP would grow at 7. But we need a plan going forward. This is expected to make India the 5 th largest consumer market. it reinforced the triangular-ness of Mad Angles.ITC Interrobang Season 3 Case Challenge: Bingo! Mad Angles ‘Don’t you see it. ‘Nothing like a good helicopter shot or two. As she lied down on her bed. all the while consoling herself by imagining a hundred different ways of torturing the nephew who was the root cause of this dreadful Saturday morning meeting. each sub brand going beyond the realm of manufacturer’s definition of the ca tegory and entering in to the consumers definition of the category. be it Bingo! Tedhe Medhe or the more recently launched Bingo! Tangles’ Continuing from there.’ ‘Similarly’. Just imagine if someone else were to create a snack in the shape of a triangle. whatever we have done so far to get to where we are now has worked really well. a n orange-based drink which is about Madness. others which stand for Health and yet others which are about fun. the famous cold drink company “Frizzy” has a cola brand which is about happiness. Think about it. Later that day. And yet. The ad had done so well. . But your brand doesn’t have a future if the only thing that registers in the mind of the consumer is a shape. ‘look at our internal biscuits portfolio of Sunfeast where there are sub brands which stand for Temptation. Sure. it stressed completely on the shape of the product. Kolkata Indian Consumers in the eyes of manufacturers are almost like a “Bird of Gold”. Maybe this was also true for the other parts of the portfolio. Something had to be done. They register purely as a shape in the mind of the consumer. ITC Limited Headquarters. This is what makes them iconic. reinforcing the fact that it was a triangle. These brands have gone beyond the product to connect with the consumer at an emotional level.3% for the next two decades against the 6. Mala chuckled as she watched the man in the ad flip around an equilateral triangle tryi ng to find ‘the perfect angle’ for a single Mad Angle chip.’ Mala mumbled something unintelligible about doing some homework on this before responding. But for some reason. he went on to explain. With an urban population growing much faster than the total population. Each sub brand occupying a distinct consumer need space.
Monday.ITC Interrobang Season 3 Case Challenge: Bingo! Mad Angles Keeping these perspectives in mind ITC diversified from being India’s leading Tobacco manufacturer into other FMCG sectors like “Food” and “Personal Care”. 55% came from shift from unbranded to branded segment. Sometime in 2005 at ITC Foods Business Division Headquarters. To add to the Product innovation complexity. almost all of them mini-countries in themselves – distinct languages are spoken in each state. ‘Hmmm. a need that is quite well met by packaged snacks. The category team also embarked on a detailed understanding of trends from the experts’ perspective. specifically the branded segment composed of Potato Wafers & Bridges. Hence any product that needed to address such a large cross-section of people needed to be customized in order to offer a unique organoleptic experience to the target consumer. Prior to launch. However the evolution of adopting branded packaged snacks among unbranded users was also happening at a fast pace and the branded segment had increased from a mere 22% to 30% in just two years. 11 AM. Bengaluru However ITC was still ignoring a $214mn category of branded packaged snacks. and even consumer attitudes vary widely by state. taste preferences differ and as a consequence the food eaten is very different by state. Mala had a meeting with Guru Jayachandran from Market Research. These experts would be a good source of emerging trends as well help corroborate the consumer feedback by providing critical data on actual consumption. the consumer is far more mobile today and hence. be it tea time snacks (both morning and evening tea accompaniments) or mini meals which are as much huger quenchers as they are taste lures. “Aashirvaad” in staples (now India’s largest Wheat Flour Brand). Between 2005 & 2007 at ITC Foods Division Headquarters in Bengaluru and ITC manufacturing facility at Uttaranchal India is composed of many distinct states. Delving deep into the market structure showed that there were two key segments with a significant growth prospect – Potato Wafers and Bridges. 78% of the total snacking market even in the key metros was unbranded. habits differ (almost every few miles!). the category had a huge urban skew – around 85% of the volumes came from urban areas. Foods Business Division. Out of the entire gains for branded packaged snacks. With increasing urbanization. dominated by one major player . Guru scratched his chin pensively as Mala explained Vivek’s concerns. Mobility also means the need for convenience. To this end an extensive Usage & Attitudes study was instituted to gain an in-depth understanding of the varying preferences of taste & food and how these differed by region. Mala’ . ITC entered the Food business in 2002 with brands like “Sunfeast” in biscuits (now India’s third largest brand). Thus the first step for ITC in designing its new Snacks brand was to understand the category of snacking from the consumer perspective. and growing at a rapid 40 % CAGR. I think the old fox might have a point.which had a monopolistic 80% market share. the Snacks retailers across the key markets across the country. His hunches are invariably accurate. is in the need for mini meals prior to actual dinner times. Let me go through some of our old consumer testing. Snacking as a habit has existed in India over generations. Bengaluru On Monday. Minto & Candyman in confectionery (India’s largest confectionery manufacturer in the operating segment). Give me a couple of hours. Conference Room 2.Frito Lays . Later in 2005 ITC successfully ventured into the wet snacking arena with India’s first Instant Pasta. It was also growing at around 30% (CAGR 2yrs). Despite the category being skewed towards urban India.. All of these reasons made this segment a promising one to get into for ITC. consumers across age and gender are into snack consumption by habit.
Remember what happened to a lead telecom player? Why do you think they suddenly stopped the doggy-ads? Because people were starting to associate the brand with ‘cute pug dog’. staring at an empty word document. and then we can figure out the best way of getting there’ Jasvindher Singh. please continue to show case them just like you do now. This happens with most successful brands. It automatically leads to purchase’. ‘See their communication. ‘You have more to ponder Mala’. but tread with caution’ he said. Most consumers identified Bingo! as a brand with unique characteristics. We need to adjust our thinking and create a strong identity for each of our sub-brands. ‘Sit down Mala. said Nari in a manner typical to way his conversations started always. Most consumers. Jasvindher had this unique ability to look at things from multiple perspectives. when asked to come up the first thing that came into mind when they were shown a Mad Angle logo was ‘Triangle’. After all. Let us start by thinking about where we want our brands to be. chewing gums. chews and candies. The pack design. ‘You have a point Kabs. funny.’ Singh concluded with a few examples of marketing failures account this. People know who we are. yours is an impulse category and that too low involvement. you were absolutely right. There are examples all around you. the product experience is the key moment of truth and is at the heart of the communication experience. the creative agency that handled Bingo!. Guru’s data backs you up completely. I was just blind to what was going on. mischievous) registered strongly with consumers. Nari was the head of planning for Asia at Burn and Shweir. ‘Mala. However. Late Evening. ‘Dekh Mala. But we need to shift strategy a little. And relax. promotion. Monday. Nari was someone she looked up to and was certain that some valuable inputs will come from him. It is very important for the positioning to be strongly rooted in this truth. We are no longer a ‘new brand’. Jasvindher. irreverent. Vivek with his child like enthusiasm explained him of his new plans to take the brand forward. Mala went through the summary of Guru’s findings. Product based communication DOES work when you have winner products’. In such categories the only thing you need to drive is salience. its only product led and they depict a variety of innovative products in a manner which suits the product best’. for your consumer to remember your brand easily. You associate a brand with some form of mnemonic initially for it to register with your consumer. What you did until now was exactly what was required to create and popularize a new brand. don’t even th ink of doing that’. and as soon as he said that everyone in the room knew that there was a bit of marketing wizardry on offer. This happens with every brand. That’s what smart brand management is about. ‘Sir. himself a marketing professional for more than 25 years listened with keen interest. Further all your past research has shown that variety is the spice of life in this category. I am so sorry’ Vivek looked up and smiled at his protégé. TV commercials all seemed to reinforce the shape in the mind of the consumer. We are established. ‘Arre bhai’. Nari’s inputs had also been critical in devising the Bingo! communication strategy thus far. the Divisional Chief Executive walked in. It was Narayanan Kumar or Nari as he was affectionately called. Bingo! makes some of the best and most innovative products. Let’s meet again at the end of the week and brainstorm this. ‘I went through your mail. He also pointed out to the communication of a leading mobile phone and tablet manufacturer which does only product led communication. If you aren’t careful. Mala’s home Mala was back home. He brought with himself years of experience in brand management across the world and was regarded as the Brand Guru in industry circles. said Kabra as he got up to enter in to another meeting with the Aashirvaad team. . Mala had debriefed Nari over her conversation with Kabra on Sunday. Mad Angles. The phone rang and had Mala smiling. After all. He pointed out to a large confectionary brand having a portfolio straddling across bubble gums. The characteristics of the brand (youthful. the brand becomes the mnemonic. Tedhe Medhe and Tangles registered largely as shapes.ITC Interrobang Season 3 Case Challenge: Bingo! Mad Angles As she sipped her earl grey tea. ‘The product truth has to bear itself out to whichever way a brand or sub brand is positioned.
I am boarding my flight to Beijing.. what are the various ways to position her brands? Which is the best way and why? What in each product will render it self to be true to its positioning? What will Bingo! then stand for. She tried to sleep. but the following thoughts crossed her mind 1. Don’t fix it if it ain’t broke’ concluded Nari. 5. 4. Just remember.. what will it provide and take from each? Mala needs your help.. need to turn off my hand set now. I need to give this a thought as well’ responded Mala as she kept down the receiver more confused than she ever was. 3.ITC Interrobang Season 3 Case Challenge: Bingo! Mad Angles ‘Achcha Mala.. Are we in a problem as Vivek Kabra has pointed out or is Nari’s opinion correct? What was her vision for each of these brands? If Kabra’s approach is the answer. what will its relationship be with the sub brands. ‘Hmmm. you have a compelling point. 2. 6. ...
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