A Presentation On Consumer behavior

Submitted to:
Prof. Shefali Jain

Prepared By:
Mrugesh Panchal (1235) Hiren Sonara (1223) Jigar Sharma (1222) Kaushal Shah (1242)

 The launch of Bingo! in March 2007 marked ITC's foray into the fast growing branded snack foods segment. Bingos portfolio includes an array of products in both Potato Chips & Finger Snacks segment. Bingo owns the platform of a youthful and innovative snack offering. The snacks be available in packs priced at Rs. 5/- and Rs. 10/Bingo is to be available nationally across a majority of towns and cities.

Introduction

ITC launched BINGO

'Bingo' set to tickle Indian snacking palate & cater to the fast growing snacking habits The launch of Bingo is symbolic of ITC Foods' distinct approach of introducing innovative and differentiated products in a largely undifferentiated market place.

Portfolio / Segment of BINGO

Potato chips Finger snacks

Potato Chips
The Potato Chips offerings comprise the everpopular Salted, Masala and Tomato flavours, as well as some innovative variants inspired by the snacking habits of different parts of the country like Chatkila Nimbu Achaar.

 Bingo! International Cream & Onion is the brands latest addition to its existing unique and exciting range. Keeping in sync with the Bingo! philosophy, this variant brings with it a unique combination of cheese, cream and spring onions, giving it a truly international flavour.

Finger Snacks
The Finger Snacks segment, the innovative 'khakra inspired' Mad Angles has become an instant hit among consumers. 3 Flavours
Tomato Mischief, Chilli Dhamaka Achaari Masti.

 Finger Snack Hatke Jhatke, appropriately shaped like a wave, takes Bingo!s philosophy of combinations forward with two exciting flavours - Funky Masala & Tomato Twist.

Cont
The offerings under the Finger Snacks segment are equally unique presentations with innovative finger foods like the pakoda inspired Live Wires, Khakra inspired Mad Angles and the specially developed time pass snack in the form of Tedhe Medhe. Each offering under this segment is available in two variants making it a total of 6 products in the Finger Snacks portfolio.

Product 4 Ps Place

Price

Promotion

Product
Bingo! positioned itself with its Indian flavors such as Tandoori Paneer, Tikka, Spice Paneer etc. The segmentation was mainly done on basis of the age of the people. The offerings under the Finger Snacks segment are unique and innovative

Product (Cont)
Packaging ITC has done the packaging such that the product attracts the buyer. It launched packs with different quantity keeping in mind the specific consumer demand.

Price
Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and 20. Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this.

Place
ITC has adopted a Market Challenger strategy with the launch of Bingo It has chosen a combination of flank and frontal attack against the market leader Frito Lays. ITC has made a strategic alliance with Future group

Promotion
Bingos launch was strategically timed around the World Cup Within a month of the launch of the initial advertisements, 70% of the viewers could recall the brand thus capturing a share of the mind of the consumers

Segmentation
Geography North South East West Taste Salted Mustard sting Nimbu Chilly

Plain Salted

Mustard Sting

Nimbu Flavour

Spicy Red/ Chilly

Demographic (Age)

Targeting

12-20

>50

Age class
35-50

Psychographic (Attitude/Behavior)

20-35
Conservative, reserved, shy Outgoing, Fun loving, Bindass

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

No one can eat just One..!

Lays is positioned as a very good quality snack with international taste.

Brand identity Prism

ITC, Shapes, Games, Poing!!! Innovative, Experimentative

Relationship

Culture

Outgoing, Fun loving

Indian, Different

Cool, Young at heart

I am Bindaas!!!

Strategy
Bingo is strategically timed around the World Cup to leverage the tremendous popularity that such leisure and cocktail snacks will find among cricket lovers in the country. So cricket lovers can enjoy their favourite matches while savouring an all-new range of innovative Bingo snacks during this World Cup.

Advertisement
Potato chips
It is a funny advertisement with good messages. In a Potato chips advertisement, they show that Company make lots of research to make the potato chips. In the ad, they show the laboratory for doing research. People can eat Bingo potato chip in any conditional either it will be normal, unpleasant. At the last researcher are doing party, it indicate that people can eat at the time of party.

Advertisement
International Cream and Onion:
In the ad they show villagers, in indicate that bingo would be also available in the rural area. It is like a snack which would be import from foreign country but made in india. It also used in marriage ceremony as snack.

Advertisement
Mad Angles
There are five persons sitting in the boardroom for business discussion. It gives message that if business person eat bingo mad angle at the time of business meeting any decision is the right. This advertisement target the business person. They show the ingredient of the mad angels.

 In the second advertisement they target the pregnant women who are also like to eat Bingo Mad angle. For making this kind of aachar product they had done the research.

Marketing Strategy adopted by SMART CHIPS (The Market NIChER)

Smart Chips comes in 4 different flavors:

Simply Salted Tangy Tomato Crazy Chat Macho Masala

Product strategy Among its competitors, Parle has had a tough time gaining a considerable market share for its snack offerings. Must Bites & Must Sticks together account for 5-7 percent of the total organized wafer chips segment Parle Monaco recently entered the chips segment with its healthy variant called Smart Chips. Realizing the recent market trend of being more health conscious, Parle, through Smart Chips has carved out its own niche. Highlighting its USP of being baked rather than friend.

Pricing strategy Similar to competitors, Smart Chips comes in two SKUs. Rs. 5 for a 25 gm pack and Rs. 10 for a 50 gm pack

Promotional strategy The ad campaign, handled by Thoughtshop Communications, features Aamir Khan advocating the benefits of baked chips over the fried ones taking a subtle shot at competing brands The ad highlights the USP of the product in a humorous way without sounding to preachy or serious, which enables it to stand out from the clutter.

Distribution strategy Being a veteran player in the food and snacks segment, Parle already has a wellestablished framework of distribution through its biscuits and other snack offerings. This has enabled Parle to distribute Smart Chips effectively, reaching millions of retail outlets. Thus, with the advent of Smart Chips, Parle has carved out a small niche for itself aimed at the health conscious snack-lovers. However, it remains to be seen how this product performs in the long run.

Learnings from the competitors.

A well-planned full frontal attack on the leader may sometimes yield fruitful results (Bingo)

A thorough analysis of the leaders offerings will reveal missed opportunities (Smart Chips)

Once a USP over the leader and other competitors is identified, it must be communicated in simple and clear terms (Smart Chips)
Innovative advertising and communication, if done right, helps stand out from clutter and reach the target audience.

If there is no significant product or distribution differentiation, focus on the other 2Ps namely Price and most importantly promotion.

References:
http://www.itcportal.com/itc-business/fmcg/foods/bingo.aspx http://www.itcportal.com/about-itc/newsroom/pressreleases/PressRelease.aspx?id=127&type=C&news=Bingo http://www.imagesretail.com/support_jan_suplychain.htm http://www.televisionpoint.com/news2009/newsfullstory.php?id=124481437 1 Official Websites of Fritolay, Parle, Balaji, Bingo among other brands http://www.afaqs.com/perl/news/story.html?sid=20324 http://www.moneycontrol.com/news/business/frito-lay-loses-snack-mktshare-to-itcs-bingo_300325.html http://www.bizdewz.com/parle-monaco-smart-chips-vs-lays-or-aliva/ http://www.afaqs.com/perl/news/story.html?sid=25651 http://economictimes.indiatimes.com/news/news-by-industry/consproducts/food/Balaji-Wafers-a-name-to-reckon-with-in-Gujarat-snacksmarket/articleshow/5367599.cms