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Aashendra Pratap Singh (1A) email@example.com +91-9540554700 Submitted By: Team Illuminati Arpit Kulshreshtha (12A) firstname.lastname@example.org +91-9717724746
Koustoov Dutta(20A) email@example.com +91-8376985706
desi fun” Touched chord with consumers through humorous and irreverent advertising The current communication of Bingo! is as follows: Mad Angles. offering consumers a variety of choices Brand Essence: “Mad.Take a Yumitos Break! Tedhe Medhe. Kolkata. Concept testing was done to understand the brand recall and thereby arrive at the current identity of Bingo super and sub brands • Brand’s perception mapping was carried out to gauge an idea about the brand’s identity and to identify the gaps in current branding strategy • Manifestation of consumer insights for repositioning of brands was carried out • Primary survey was carried out across different regions (Bhopal.ITC Interrobang Season 3: Bingo! Bingo! Mad Angles Case Challenge Restricted Perception and Recall Recall of Mad Angles spilling over that for entire range Modifying Positioning Strategy Current Positioning: Bingo! • • • Bingo! is positioned as a youthful and innovative brand.Khaoge to Khilaoge! Addressing expectationexperience mismatch Developing focused Communication and Media plan Mapping Brand positioning statement to the image for every sub brand • Issues Addressed • FGDs and IDIs were conducted to understand the snacking landscape and purchase behavior. Lucknow.Har Stick mein alag twist! Tangles. uninhibited. Banglore and Pune) • The insights from qualitative surveys were verified via quantitative survey Qualitative FGD (Sample Size – 12) & Retailer(Sample Size – 20) Quantitative Primary Survey(Sample Size-83) .Har Angle se Mmmm! Yumitos.
Experience. Value for money. Dhokla. Variety. convenient. Hygiene. satisfying. Experience Local Snacking options (Samosa.Bingo! Context and Brand Analysis Brand Archetype: Jester Brands under this archetype have following features: • Fun. Other eating joints •Male •30-40 Years •Upper/ Upper-Middle Class •Energetic. Customized to Indian palette Hygiene (In most cases) POD Shape. Cost. Experience.30 years •lower middle class/ middle class •Irreverent •Desi •Impetus on Family time •Naughty Brand Persona Comparison . irreverent and joyful • Individualistic and enjoys life for own sake • Desires for change •Brings in change and happiness to all around it •Male •17-30 Years •Middle Class •Self Made •Irreverent •No Nonsense attitute •Desi Chique •Cool Friend for chilling out POP. Image. Aggressive and Active •Gives a good impression •Sauvé •Considered by most as a friend •Female •18.POD Analysis: Bingo! Competitor Other Chips brands POP Convenience. Quantity. Some Common flavors Cost effective. Hygiene. Less variety. etc) Restaurants. Freshness Economical. Image Convenience.
but most consumers associate Bingo only with Mad Angles • Consumer recall for Bingo as a brand is high. with small retailers prefering not to stock the product at all • Yumitos: The push from ITC is very heavy. and amongst Bingo SubBrands. though not so for sub brands • Mad Angles is the best performing sub-brand judged by most parameters • Bingo promotional campaigns are known for their fun element. but Bingo is mostly associated with Mad Angles • Brand Personality: Male. helps in creating diffentiation Consumer Recall (Salty Snacks) Reason to Buy: Bingo 100 90 80 70 60 50 40 30 20 10 0 Value for Money Retailer Survey Key Insights • Mad Angles has a heavy pull: Demand is substantial • Tedhe Medhe: The brand is stocked mostly as a substitute to competitor Kurkure. but do not positively affect the Brand recall for the sub-brands . the Sub Brands don’t • Homely Feel Factor: Flavors give a feel of home-made and local snacks. Go Getter. though demand is yet to pick up • In Modern Retail Chains: Overall shelf space is low when compared to Frito-Lays. Campaigns 4 3 2 1 0 Taste Packaging Brand Name Availability KEY OBSERVATIONS: • Bingo is liked for its : Desi Taste. Middle Class • Though Bingo promotional campaigns register with the consumer.Survey Findings Consumer Survey Mental Map: Bingo Key Insights What is the gesture by a person that indicates that he is enjoying his food? Person eating non-stop Licking fingers Eating with eyes closed Savoring the taste Focused Group Interviews • Brand Recall for Bingo is high. Friendly.17-30. Mad Angles occupies the most space Aided Unique Shape (2 Clue) Peer Aided Acceptability (1 Clue) Ad. Brand Name and Availability.
Smart packaging Personality: Friendly. go-getters with a different perspective. Self Confident.Bingo! Proposed Brand Positioning To young. Diverse. Different Texture. in fact. Irreverent Internalization Externalization Relationship: Cool Friend. Smart. Funny. Fun loving. Symbolizes good times Khud ko Rok na Paoge ! Culture: Desi. outgoing Self Image: Cool . Bingo! is a brand that provides a spicy variant and that appeals in a desi way to their lighter. active. Home made feel Celebrity Brand Personality The Brand Personality and values should be reinforced. No nonsense attitude Image of the Receiver Proposed Brand Identity Prism . extended by the brand ambassador’s personality SELF-MADE AMBITIOUS YOUNG FUN & ATTRACTIVE COOL DESI CHIC GO-GETTER Reflection: 17-30 yrs agegroup. more humorous side Khud ko rok na Paoge! Image of the Sender Physical Facet: Unique Shape.
0 Benefits: The proposed positioning aims to build on the recall with a focus on unique tastes and a sense of madness that would help the target group better relate to the brand. but Mad-Angles has not capitulated on this inherent strength Desi Taste Int. adding a fun angle to it.Bingo! Sub Brand Positioning Why Change? 10 Top of 10 Mind Unaided (some doubt) 9 8 •Top of Mind recall is only based on unique shape • Varied Flavors are appreciated by consumers. but not uniquely identified with Mad Angles • Survey suggests consumers prefer Desi Taste. Flavors “Life ka Chatpata angle” Bingo Mad Angles 7 6 5 4 3 2 1 Aided (2 Clues) Doesn't Matter How? Aided (1 Clue) USP : Mad Angles • Very High Visual Brand Recall • Heavy pull for the product • Mad Angles is synonymous to Bingo in customer psyche • Highest shelf space amongst all Bingo SubBrands and hence best recall Brand Recall based on Vision Yes No • Focus on Shape as an instrument for “Change” • Desi and Chatpata Flavors symbolizing a Bindass approach to life • Along with Shape. the Indianness to be stressed on. • Promotional Offers to focus on the fact that Bingo Mad angles would change the perspective of life. Brand Recall Meter .
that carves a niche for itself in a crowded market with strong players like Kurkure on one hand and me-too Brands like Takatak from Haldiram on the other Visual Recall No 5 4 3 Yes Aided 2 (2 Clues) • Though aided recall associates the product to Bingo. but Tedhe Medhe doesn’t register • Known as ‘Bingo ki Kurkure’ to consumers 1 0 Brand Recall Meter • Visual clues same as that for Market Leader Kurkure • Retailer survey corroborates that Consumer demand is low • Family focused positioning of Kurkure leads to better acceptance for the brand as against shape focused one for Tedhe Medhe H O W .Bingo! Sub Brand Positioning Why Change? 10 Top of Mind 10 9 Unaided (some doubt) 8 7 6 Aided (1 Clue) • Present positioning doesn’t promote a unique value proposition for Tedhe . The present Pink Color doesn’t justify the proposed positioning Promotion: Promotion needs to stress on the core offering of Trusted Companionship in order to break away from the clutter of me-too offerings Benefit: Unique positioning. visual imagery amongst consumers only confirms recall for Market Leader Kurkure • Packaging doesn’t reflect the essence of the product • Multiple me-too brands with same product shape and similar taste makes brand recognition very difficult Tedhe Medhe “Tedhe Medhe Raaston Ka Sathi” Positioning: Needs to move from Shape based to personality based positioning.Medhe • Top of the mind recall is extremely low • Though promotional focus is on shape. Focus to shift to being a “Trusted companion” to the Aspirational Target Group Packaging: Needs a complete overhaul to advocate the ‘Companionship’ focus for the Product.
Choice Ek.!! What? • Bring the ‘varying spices’ aspect of mother brand into positioning to create a stronger connect • Create a tangible benefit for the tangles shape by stressing on how the different strands play their roles 9 8 7 6 5Aided (1 Clue) Aided (1 Clue) Why Change? •Expectation-Experience Mismatch: Spiciness •No registration of shape despite special emphasis •Consumer’s prerogative while snacking: Taste. a fallback Proposed Positioning: How? Bingo Tangles is a unique fulfilling snack where every piece is a collection of spicy strands that are made to satisfy every different craving that you have •strands play their roles 4 3 2Aided 1 (2 Clues) Benefits Expected • Makes Tangles a preferred choice for 0 Brand Recall Meter varying consumer moods and cravings • Generates consumer connect with the shape and texture of the snack.. Quantity but not shape •Almost a me-too snack. especially the strands .Bingo! Sub Brand Positioning 10 Top of 10 Mind Unaided (some doubt) Current Positioning A snack that is so good that you would want to share it with everyone since every strand has something for everyone Tangles ? Mood Anek.
thus together providing a wholesome range to consumers H O W Yumitos: Brand Recall Meter Fine-tuning India . consumer recall doesn’t focus specifically to Yumitos Bingo: 87% Yumitos: 27% Lays: 100% Uncle Chips: 63% Haldirams: 42% 8 7 6 5 4 3 Aided (2 Clues) Brand Recall: Yumitos hasn’t registered with the customers as is evident Lays’ Strategy Product: New Product Launches to satiate the diverse regional tastes of India as against the international range of Lays Positioning: • While competitors focus only on Taste. • Consumers associate Bingo with Mad Angles. Yumitos doesn’t register as a Bingo sub-brand • When asked to associate “Break” to a snack. Lays is considered to have more of a ‘Suited Guy’ image. Yumitos Needs to focus on the Fineness of the Chips(Shape Focus) too • As against competition. focus on quality will help attain a differentiation Aided (1 Clue) 2 1 0 • The International Taste and Positioning of Lays is ably supported by ‘Desi’ Flanker brand Uncle Chips • Survey showed that while people relate to the Desi Tastes of Uncle Chips.Bingo! Sub Brand Positioning Why Change? 10 Top of Mind 10 9 Unaided (some doubt) • Yumitos lags behind in consumer recall from its peers. Yumitos should focus on a witty image Promotion: Campaigns to focus on Yumitos providing a witty solution to desi problems(Fine-tuning India) Benefits: While different flavors will cater to the different tastes.
etc which reinforces the super brand’s message of “Khud Ko Rok Na Paoge” Miss The Bus! Enjoy the way with Channel Partner: By partnering with channels which have youth appeal or which talk about the lifestyle. have a concept similar to brand (“Khud ko Rok na Paoge”) and which reinforces the brand image . point of sales marketing and by promotions on popular/ croded spots in the city Print Media: Print Media can be used to aggressively position the brand with the help of specific print brands and by reinforcing the Bingo! brand via specific articles which complements the brand’s personality Mood Anek Choice Ek! Program Partner: The brand can partner with programmes which talk about “Indian or Desi” concepts. “Onam” boat race. mobile billboards. The message can be communicated via their logos Tedhe Medhe raston ka saathi! Bingo! Outdoor Marketing: Outdoor Marketing can be done via billboards.Bingo! Proposed Media Plan Tedhe Medhe Raston me aapka Saathi! Khud ko Rok na Paoge! Khud ko Rok na Paoge! Event Partner: The Brand can associate with events such as “Delhi Marathon”. we can reinforce the brand personality in the minds of the consumer.
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