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About ITC
Market Capitalization :- US $ 18 billion Turnover :- US $ 4.75 billion India's top 10 `Most Valuable (Company) Brands Diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business,
` 2000 Cr Branded Snack Market. Very few National players Frito-Lays and Haldirams
olitical: P ITC is an established house with a strong presence in the Indian market. Thus to some degree it was insulated from the political atmosphere. conomic: E Rising levels of income. Absence of Lays stock for a prolonged time. ocial: S Developed flavours keeping mind the Indian Audience. echnological: T Introduction of Baked and Non-fried snacks Environment and Legal: Approval from the Food &Drugs Department
STRENGTHS:
-Availability of Raw materials -Availability of Manufacturing facilities -Domestic markets -Urbanization -Catering the market distribution
WEAKNESSES:
-Unable to meet the international standards -High working capital -Large number of intermediaries thus causing a slog in distribution
OPPORTUNITIES:
Change in consumer patterns Rise in income level of customers -Opening of new international markets -Integration of new technologies
THREATS:
Prevalence of cultural taste brands High taxation -Inventory cost -Stiff competition with regional players -Close competing MNC brands
The major competitor of Bingo is Lays with a market share of 45% aldiram with market share of 27% H
3%
6%
8% 3%
Masala Potato chips Salted Potato Chips 8% Tomato Potato chips 3% Chatkila Nimbu Achar Potato Chips Tandoori Paneer Tikka potato chips Mad Angles
8%
Tedhe Medhe
61% Livewires
Target is placement of all merchandising units across the market in a months time reate Identity in a Short Span C Offering a wide range
Reach every nook & corner Distinct Approach ( Innovative & Differentiated products )
North
Plain salted
West
South
East
Indian Geography
Taste
20-35 Years
west Plain Salted Mustard east Sting Spicy / north Red Chilly
Nimbu Spicy so th
Recallable
Easy to Pronounce
Catchy
BINDAAS ,MTV, STAR WORLD Channel Website Timed around the World Cup Television Commercials Over 1000 Outdoor Hoardings Merchandise rack (500- 600 0utlets)
Sales Promotion
Promotional Events Tie ups Multi media Campaign including games Advertising Blitzkrieg 4-5 per cent higher margin. The brand also tied-up with the Aero smith rock
concert.
Bingo is using a high-decibel launch campaign 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
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 20 spots on radio Interactive Website www.bingeonbingo.com
9 MONTHS ENDED 31-12-2010 (UNAUDITED) (RS IN CRORES) NET SALES COST OF GOODS SOLD 415.05 (49.51)
GROSS MARGIN
MARKET EXPENSES MARKET CONTRIBUTION
365.54
(172.35) 193.19
BRAND PACKAGING ( DIFFERENT SHAPES,COLORS TO DIFERENTIATE THE PRODUCTS) BRAND PROMOTIONS (SEASONAL PROMOTIONS, GIFT PACKS OR COMBOS, TIE-UP WITH BEVERAGES LIKE COCA COLA)
ADVERTISING ( TEMPT THE CONSUMER TO PURCHASE THE PRODUCT BY CREATING AN ANIMATED CHARACTER TO DESCRIBE FLAVOUR)
FLAVORS ( TOO MANY FLAVORS IS CAUSING A PROBLEM WHICH ARE NOT GOING GOOD SHOULD BE REMOVED FROM COMPANYS PORTFOLIO CONTESTS ( LAUNCH A CONTEST LIKE SEND IN YOUR BINGO RECIPE .
References:
w ww.itcportal.com w ww.allbusiness.com w ww.financialexpress.com w ww.wikipedia.org w ww.bingeonbingo.com w ww.google.com