MARKETING MANAGEMENT (PROJECT REPORT)

SL.NO Particular Page No

1. Executive Summary 03-05

2. Introduction to Industry 05-06

3. Introduction to Company 07-13

4. Introduction to the Study 13-15

5. Data Analysis 16-28

6. Findings 29-30

7. Recommendations/Suggestions 30

8. Conclusion 31

9. Annexure 32-33

10. Bibliography 34
INDEX

MARKETING MANAGEMENT (PROJECT REPORT)

TITLE:

‘A STUDY ON CUSTOMER SATISFACTION TOWARDS BINGO! SNACKS’

NEED OF THE STUDY

▪ Customer Retention

▪ Brand Reputation

OBJECTIVES:
▪ To measure customer satisfaction

▪ To identify areas for improvement

▪ To evaluate customer satisfaction with respect to taste, flavors, price & packaging

▪ To enhance brand reputation

SCOPE OF STUDY

INTRODUCTION TO INDUSTRY
The snacks industry is a segment of the broader food and beverage industry that focuses on the
production, distribution, and consumption of snack products. Snacks are typically consumed
between meals and are often packaged in convenient forms for easy consumption. They are
popular among individuals of all ages and are consumed for various reasons, including
enjoyment, convenience, and as a quick source of energy.

The growth of the snacks industry in India can be attributed to several factors. Firstly, changing
lifestyles and urbanization have led to an increased demand for convenient and ready-to-eat
snacks. Additionally, the rise in disposable incomes, evolving consumer preferences, and a
growing snacking culture has further fueled the demand for innovative and tasty snack options.

Companies in this industry continuously innovate, adapt to changing consumer preferences, and
strive to meet evolving health and wellness trends to remain competitive in the market.

MARKETING MANAGEMENT (PROJECT REPORT)

INDUSTRY SIZE/VALUE
According to a report by Statista, the market size of the savory snacks segment in India was
estimated to be around 536 billion Indian rupees (approximately 7.2 billion US dollars) in 2020.
The same report projected the market to reach approximately 926 billion Indian rupees
(approximately 12.4 billion US dollars) by 2025, exhibiting a compound annual growth rate
(CAGR) of around 11.6% during the forecast period.

COMPETITORS
Haldiram's: Haldiram's is one of the largest and most popular snack brands in India, offering a
diverse range of traditional Indian snacks, sweets, and savories.

Balaji Wafers: Balaji Wafers is known for its potato chips and other snack products. It has a
significant presence in various regions of India and is recognized for its quality and flavor.

Frito-Lay India: Frito-Lay India, a subsidiary of PepsiCo, is a major player in the Indian snacks
market. It offers a wide range of popular snack brands, including Lay's, Kurkure, and Uncle
Chipps.

Prataap Snacks: Prataap Snacks is known for its popular brand, Yellow Diamond, which offers a
range of snacks, including potato chips, namkeens, and extruded snacks.

Cornitos: Cornitos specializes in corn-based snacks and offers a variety of products such as
nacho chips, tortilla wraps, and flavored popcorn.

MARKETING MANAGEMENT (PROJECT REPORT)

COMPANY PRODUCTS

MARKETING MANAGEMENT (PROJECT REPORT)

INDUSTRY SWOT ANALYSIS

SWOT analysis is a framework used to evaluate the strengths, weaknesses, opportunities, and
threats of a particular industry or organization. Here's a SWOT analysis of the Indian snacks
industry:

Strengths:
1. Variety of snacks: The Indian snacks industry offers a wide range of traditional and regional
snacks, catering to diverse tastes and preferences. This variety provides a strong market presence
and attracts a large consumer base.

2. Cultural significance: Snacks are an integral part of Indian culture and are consumed regularly
across various occasions and festivals. This cultural significance creates a consistent demand for
snacks and contributes to the industry's stability.

3. Established brands: The Indian snacks industry has several well-established brands with a
loyal customer base. These brands have built a strong reputation and trust among consumers,
which gives them a competitive advantage.

4. Local sourcing of ingredients: The availability of locally sourced ingredients gives the Indian
snacks industry an advantage in terms of cost-effectiveness, freshness, and customization of
flavors to suit regional preferences.

MARKETING MANAGEMENT (PROJECT REPORT)

Weaknesses:
1. Quality control challenges: Maintaining consistent quality across a wide range of snacks can
be a challenge for the industry. Ensuring uniform taste, freshness, and hygiene standards can be
difficult, particularly for small and unorganized players.

2. Limited shelf life: Many traditional Indian snacks have a relatively short shelf life, which can
affect distribution and increase the risk of spoilage. This constraint limits the geographic reach of
certain snacks and requires efficient supply chain management.

Opportunities:
1. Health and wellness trends: With the growing focus on health and wellness, there is an
opportunity for the Indian snacks industry to offer healthier alternatives, such as baked snacks,
low-fat options, and snacks made from organic ingredients.

2. Innovative product offerings: There is potential for the industry to introduce new and
innovative snack products that cater to changing consumer preferences, such as gluten-free
snacks, protein-rich options, and snacks with unique flavors or ingredients.

3. Export potential: Indian snacks, especially the traditional ones, have the potential to appeal to
international markets. By leveraging their authenticity and unique flavors, the industry can
explore export opportunities and expand its customer base globally.

Threats:
1. Rising competition: The Indian snacks industry faces intense competition from both domestic
and international players. The entry of global snack brands and the presence of regional
competitors pose a threat to market share and profitability.

MARKETING MANAGEMENT (PROJECT REPORT)

2. Health consciousness: As consumers become more health-conscious, there is a shift in
preferences towards healthier snacking options. The industry may face challenges in meeting
these evolving consumer demands and adapting to changing trends.

3. Changing consumption patterns: Busy lifestyles, increasing urbanization, and a rise in ready-
to-eat and packaged food options may impact the traditional snacking habits in India. The
industry needs to stay agile and adapt to these changing consumption patterns.

4. Regulatory requirements: Compliance with food safety and labeling regulations can be a
challenge for the snacks industry. Strict regulations regarding hygiene, packaging, and ingredient
labeling require continuous monitoring and investment in quality control measures.

Overall, the Indian snacks industry has significant strengths in terms of variety, cultural
significance, and established brands. However, it also faces challenges related to quality control,
changing consumer preferences, and competition. By capitalizing on opportunities like health
and wellness trends and innovation, the industry can overcome these challenges and continue to
thrive in the market.

INTRODUCTION TO COMPANY

ITC Bingo is a popular snacks brand in India that is owned and operated by ITC Limited, one of
the country's leading conglomerates. The brand specializes in offering a diverse range of
flavorful and innovative snack products that cater to the taste preferences of Indian consumers.
With its commitment to quality, taste, and consumer satisfaction, ITC Bingo has established
itself as a prominent player in the Indian snacks industry.

ITC Limited, the parent company of Bingo, is a diversified conglomerate with a strong presence
in multiple sectors, including fast-moving consumer goods (FMCG), hotels, paperboards,
packaging, and agri-business. The company is headquartered in Kolkata, West Bengal, and has a
rich heritage dating back to 1910. Over the years, ITC has expanded its operations and emerged
as a key player in the Indian business landscape.

MARKETING MANAGEMENT (PROJECT REPORT)

Bingo, launched in 2007, quickly gained popularity for its innovative and flavorful snack
offerings. The brand's product portfolio includes a wide range of snacks, such as potato chips,
finger snacks, namkeens (savory snacks), and extruded snacks. Bingo products are known for
their distinctive flavors, high-quality ingredients, and appealing packaging.

ITC Bingo is a popular brand under the umbrella of ITC Limited, one of India's leading
diversified conglomerates. Here's an overview of ITC Bingo's presence, customers, and
achievements:

Presence:
ITC Bingo has a significant presence in the Indian snacks industry. The brand offers a wide
range of snack products, including chips, namkeens (savory snacks), and finger foods. These
snacks are widely available across various retail channels, including supermarkets, convenience
stores, and online platforms.

It has established a nationwide presence, with its products being sold across multiple states and
regions in India. The brand's wide distribution network ensures that customers can find Bingo
snacks in different parts of the country.

Overall, ITC Bingo has a widespread and well-established presence in the Indian snacks market.
The brand's strong distribution network, online availability, attractive packaging, marketing
efforts, and regional focus contribute to its presence and popularity among consumers.
It has built a loyal customer base over the years through its quality products and consistent taste
experiences. The brand's commitment to delivering enjoyable snacks has helped it retain
customers and establish a strong presence in the market.

MARKETING MANAGEMENT (PROJECT REPORT)

Customers:
ITC Bingo caters to a diverse customer base in India. Its products appeal to consumers of all age
groups and are popular among households, office-goers, students, and individuals looking for
tasty and convenient snack options. The brand's products are enjoyed by customers across both
urban and rural areas.

Achievements:
1. Product Portfolio: ITC Bingo has successfully built a strong portfolio of snack products,
featuring a variety of flavors and formats. The brand offers a wide range of options, including
potato chips, corn chips, finger snacks like Bingo Tedhe Medhe, and traditional Indian namkeens
like Aloo Bhujia and Ratlami Sev.

2. Quality and Taste: ITC Bingo emphasizes quality and taste in its snack offerings. The brand
focuses on using high-quality ingredients, maintaining strict quality control measures, and
delivering flavorful snacks that meet customer expectations.

3. Market Presence: Bingo has gained significant market share in the Indian snacks industry. It
has successfully established itself as a leading player, competing with other well-known brands
in the market.

4. Innovation and Expansion: ITC Bingo has shown a commitment to innovation by introducing
new flavors and product variants to meet evolving consumer preferences. The brand has
expanded its product range to include healthier options like baked snacks and multi-grain chips
to cater to health-conscious customers.

5. Brand Recognition: ITC Bingo has achieved strong brand recognition and brand loyalty
among consumers. Its marketing campaigns, engaging advertisements, and catchy taglines have
helped create brand recall and connect with customers on an emotional level.

MARKETING MANAGEMENT (PROJECT REPORT)

6. Awards and Recognitions: ITC Bingo has received several accolades and awards for its
products and marketing efforts. These recognitions showcase the brand's commitment to
excellence and customer satisfaction.

It's important to note that specific achievements, customer feedback, and market presence may
vary over time as the competitive landscape evolves. For the most up-to-date and detailed
information, it is recommended to refer to official ITC Bingo sources, company reports, and
news articles.

RESEARCH METHODOLOGY
When conducting research methodology on ITC Bingo company, there are several parameters or
aspects to consider. These parameters define the scope, approach, and methods of the research.
Here are some key parameters to consider:

1. Research Objective: Clearly define the objective of the research. For example, it could be to
analyze the market position of ITC Bingo in the snack industry, evaluate consumer perception of
Bingo products, or assess the effectiveness of marketing strategies employed by the company.

2. Research Design: Determine the overall design of the research study, such as whether it will
be exploratory, descriptive, or causal. This decision will guide the selection of appropriate
research methods and data collection techniques.

3. Sampling Technique: Determine the target population or sample for the research. This
involves identifying the specific group or individuals (such as consumers, distributors, or
employees) that will be included in the study. Decide on the sampling technique, such as random
sampling, stratified sampling, or convenience sampling.

4. Data Collection Methods: Choose the methods for collecting data. This may include primary
data collection techniques like surveys, interviews, observations, or focus groups. Secondary
data from published sources, reports, and databases can also be utilized.

MARKETING MANAGEMENT (PROJECT REPORT)

5. Data Analysis: Decide on the methods of data analysis to extract meaningful insights. This
may involve qualitative analysis techniques such as thematic analysis or content analysis for
textual data. Quantitative analysis techniques like statistical analysis, regression, or data mining
can be used for numerical data.

6. Ethical Considerations: Ensure that ethical guidelines are followed throughout the research
process. Obtain necessary permissions and informed consent from participants, maintain
confidentiality, and handle sensitive data responsibly.

7. Timeframe and Resources: Determine the timeframe required for conducting the research and
the availability of resources, including budget, personnel, and technology.

8. Limitations and Delimitations: Identify the limitations and delimitations of the research.
Limitations are factors that may impact the validity of the findings, while delimitations define
the boundaries or scope of the research.

9. Reporting and Presentation: Plan how the research findings will be reported and presented.
This may include writing a research report, creating visual representations of data, and delivering
presentations to stakeholders.

10. Continuous Evaluation: Consider implementing mechanisms to evaluate the research process
and make adjustments if needed. Regularly review the progress, data quality, and overall validity
of the research to ensure the research objectives are met.

By considering these parameters in research methodology, you can effectively design and
execute a study on ITC Bingo company, gathering valuable insights and supporting informed
decision-making.

MARKETING MANAGEMENT (PROJECT REPORT)

Data Analysis:

The survey was conducted on users of Bingo Snacks to know the customer satisfaction,
perception towards taste, flavors and brand value.

Gender

Female; Male; Gen- Male

Gender ; der ; 0.514;
0.486; 49% 51% Female

Fig-1

MARKETING MANAGEMENT (PROJECT REPORT)

Age groups

45+; Age; 0.057; 6% Below 18 ; Age; 0.029; 3%

26 to 45; Age;
0.057; 6%

Below 18
18 to 25
26 to 45
45+

18 to 25; Age; 0.857; 86%

Fig-2

MARKETING MANAGEMENT (PROJECT REPORT)

When do you prefer snacks in a day?

Night; Column2;
11.4%

Evening;
Column2;
88.6%
Column2
Afternoon;
Column2;
17.1%

Morning ;
Column2;
11.4%

Fig-3

MARKETING MANAGEMENT (PROJECT REPORT)

Which snacks do you prefer from Bingo?

Column2; 100.0%

Column2; 100.0%
Column2; 100.0%Column2; 100.0%Column2; 100.0%

Column2

Fig-4

MARKETING MANAGEMENT (PROJECT REPORT)

How often do you purchase Bingo?

Daily; Column2;
0.029; 3%
Rarely; Column2;
0.2; 20%

3-4 times a Week;

Column2; 0.485;
49%
Once/Twice a
Month; Column2;
0.286; 29%

Daily 3-4 times a Week

Once/Twice a Month Rarely

Fig-5

MARKETING MANAGEMENT (PROJECT REPORT)

What compels you most to consume Bingo snacks?

Quality; Col-
umn2; 45.7%

Brand Name;
Column2; 28.6%

Price; Column2;
14.3% Variety of Taste;
Column2; 11.4%

Column2

Fig-6

MARKETING MANAGEMENT (PROJECT REPORT)

Are you satisfied with the number of flavors Bingo has provided?

No; Column2; 0.057; 6%

Yes; Column2;
0.943; 94%

Yes No

Fig-7

MARKETING MANAGEMENT (PROJECT REPORT)

Rate the Bingo! Products on a scale of 1 to 5

2; Column2;
0.086; 9%
3; Column2;
0.057; 6%
5; Column2;
0.343; 34%

4; Column2;
0.514; 51%

1 2 3 4 5

Fig-8

MARKETING MANAGEMENT (PROJECT REPORT)

Findings

MARKETING MANAGEMENT (PROJECT REPORT)

Recommendations/Suggestions

1. Improve Product Quality: Ensure that the products are of high quality, fresh and tasty.
Conduct regular quality checks and make necessary improvements to ensure consistency in taste
and quality.

2. Diversify Product Range: Expand the product range to cater to different tastes and preferences
of customers. This could include introducing new flavors, snacks for specific dietary
requirements (e.g., gluten-free, vegan), or healthy options.

3. Enhance Packaging: Invest in attractive and informative packaging to grab the customer's
attention and clearly communicate the product's features and benefits. Make sure that the
packaging is sturdy and protects the product from damage during transportation.

4. Offer Promotions and Discounts: Run promotions and discounts to attract new customers and
retain existing ones. For example, offer discounts on bulk purchases, combo deals, or loyalty
programs.

5. Provide Great Customer Service: Train employees to provide excellent customer service. This
includes being friendly, knowledgeable, and efficient when addressing customer queries or
concerns. Listen to customer feedback and take appropriate action to improve their experience.

6. Increase Availability: Make sure that the products are easily accessible to customers. This
could involve expanding distribution channels, including online platforms, convenience stores,
or partnering with popular retailers.

7. Build Brand Awareness: Invest in marketing and advertising to increase brand awareness. This
could include social media campaigns, influencer marketing, or sponsorships of relevant events.
Build a strong online presence, engaging with customers on social media platforms, and
addressing their concerns or queries promptly.

By implementing these recommendations, we can enhance customer satisfaction, increase

customer loyalty, and ultimately grow our business.

MARKETING MANAGEMENT (PROJECT REPORT)

Conclusion of the Study:

1. Understanding customer needs and preferences is crucial: The success of a snack product depends
heavily on customer preferences. Therefore, a thorough understanding of customer needs and
preferences is essential to develop and market a product that resonates with customers.

2. Quality and variety are key factors for customer satisfaction: Customers expect high-quality snacks
that are fresh, tasty, and consistent in flavor and texture. Providing a diverse range of products that
cater to different tastes and dietary requirements can also increase customer satisfaction.

3. Packaging and branding can influence customer behavior: Attractive and informative packaging can
help to grab the customer's attention and influence their purchasing decision. Similarly, effective
branding can help to build brand awareness and loyalty among customers.

4. Customer feedback is essential for continuous improvement: Customer feedback is an invaluable tool
for improving the quality of products and services. Gathering customer feedback through surveys, social
media, or other means and taking appropriate action to address customer concerns and suggestions can
help to build stronger relationships with customers.

Overall, a project on Bingo Snacks would likely highlight the importance of customer-centric approaches
to product development, marketing, and customer service. By focusing on customer needs and
preferences and continuously improving the quality of products and services, Bingo Snacks can increase
customer satisfaction.

MARKETING MANAGEMENT (PROJECT REPORT)

Annexure

Name

Gender

▪ Male
▪ Female
▪ Prefer not to say

Age

▪ Below 18
▪ 18 to 25
▪ 26-45
▪ 45+

Mobile Number

E-mail ID 

When do you prefer snacks in a day?

▪ Morning
▪ Afternoon
▪ Evening
▪ Night

Which snacks do you prefer from Bingo?

▪ Mad Angles
▪ Tedhe Medhe
▪ Original Style
▪ Cream and Onion
▪ Salted

MARKETING MANAGEMENT (PROJECT REPORT)

How often do you purchase Bingo?

▪ Daily
▪ 3-4 times a Week
▪ Once/twice in a Month
▪ Rarely

What compels you most to consume Bingo snacks?

▪ Brand Name
▪ Quality
▪ Price
▪ Variety of Taste

Are you satisfied with the number of flavors Bingo has provided?

▪ Yes
▪ No

Rate the Bingo! Products on a scale of 1 to 5

Very Bad
1
2
3
4
5
Excellent

Would you suggest Bingo! to friends or a family member?

▪ Yes
▪ No
▪

MARKETING MANAGEMENT (PROJECT REPORT)

Any Suggestions?

▪ Long answer text

Bibliography

MARKETING MANAGEMENT (PROJECT REPORT)