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ITCs Bing

o!

Industry d
rivers, Po
sitioning
G
roup 1
Akhilesh
S (U1080
06) Arch
Gaurav G
ana C (U
arg (U108
108012)
019) Palu
Praveen
ri Aparna
R V (U10
(U108037
8040) Srid
)
har Kaus
hik (U108
054)

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Contents
1

Introduction

Marketing & Research Objective

Qualitative Research

Quantitative Research

Conclusion

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About ITC

Market Capitalization : US $18 Billion


Turnover : US $4.75 Billion
Indias Top 10 Most Valuable (Company)
Brands

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Diversified Presence

Cigarettes
Hotels
Paper
Packaging
Agri-Business
Packaged Food & Confectionery
IT
Branded Apparel
Personal Care, Greeting Cards and other FMCG
products

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Array of products in
both Potato Chips &
Finger Snacks
segment
Branded snack
market growing at
30% every year

Bingo!

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Offerings from Bingo!

Initial Offerings:
Potato Chips
Finger Snacks Segment

Potato Chips Variant

Masala Flavours
Salted Flavours
Tomato Flavours
South Inspired

Finger Snacks Offerings


Pakoda inspired LiveWires
Khakra inspired Mad Angles

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Target Customers

Type: Youthful, Innovators


Age Group: 20-35
Customer Type: Packed-snack-on-the-go
Category: Impulse Buy Category
Hotels, Restaurant, Cafes

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Frito Lays
Kurkure
Haldirams
Uncle Chips
Regional snacks

Competitors

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Market Position of
Bingo!

The Indian Snack Industry is about 2500 crores


Market Share as on December 2008

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Marketing Objective

Positioning of Bingo! in the snack food


industry

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Research Objective

Find key driving factors in the snack industry


Identify competitors for Bingo! in the industry
Competitive advantage of Bingo! in its category

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Key Information Areas

Consumer Profile
Product characteristics
Product Reach
Influencers
Brand awareness
Consumption patterns

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Consumer Profile

Variables

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Research Methodology

Qualitative
Focus Group Discussion (8 members) 1
Semi-structured question pattern

In-depth Interviews (Individual) 10


Semi-structured question pattern

This data is not used for statistical analysis

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Research Methodology

Quantitative
Survey Questionnaire
Sample size 115
Age group of sample Between 15 to 40 years
Pilot study with 20 respondents was done before
launching the final survey questionnaire

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Qualitative Research -

FGD
Group Profile

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Qualitative Research -

FGD
TOMA

Snack Industry
Chips & Finger Snack Industry Lays

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Qualitative Research

Interesting findings
Group preferred sweet flavour and mild flavours to
spicy flavours
Beverages were also considered substitutes for
snack
Do not like the Ad for Bingo!, as it does not say much
and is not funny too
Do not remember flavours, but recall only packet
colours of Bingo!
Do not know of the Bingo Chips, aware of Mad
Angles only

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In-Depth Interview
-Snapshots

Students 4
Taste is an important criteria
Variety of flavours

Novelty Factor
Packaging Variety in Size
Preference for lower price products
Snacks become substitutes for regular food due
to time constraint (lifestyle)
High Peer Group Influence

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Interview Snapshots

Parents 3
They mainly seem to buy for their kids
Promotional offers like freebies
Highly influenced by TV advertisements
They seem to prefer products with bright packaging
Consider this category of food as unhealthy and
hence tend not to buy it regularly
They feel that the flavours are a bit strong
Children and Adults like to lick the packet after eating
Bingo!

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Interview Snapshots

Working professionals 3
Impulse-buy
Hence availability is considered as important for
them

Promotional offers dont influence them greatly


They dont buy frequently because they consider
it to be unhealthy in the long run
Tried the product Bingo after they heard about it
on TV Ad
Bingo is like Kurkure, spicy.. Thats it

Quantitativ
e
Analysis

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Data Analysis

Consumer Profile

Age
Gender
Income
Occupation
Marital Status
City
Access to Home food
Frequency of snack consumption
Health Consciousness
Taste Preference

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Respondent Profile
Age Distribution
19-25 years; 63%

26-40 years; 23%


<18 years; 14%

Base: 115

Occupation
Home Maker; 11%
Un Employed; 3%
Self Employed; 15%
Student; 46%
Private Employee; 17%
Government Employee; 7%

Base: 115

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Health Conciousness

10

20

30

40

50

60

Base: 115
105
120
100
80

Preference / Availability

96

89

67
66

60

96
61

34

82
64

71 54

40

64

67

68

20

47

0
Biscuites

Base: 115

Cake

Chat

Chips

Preference

Chocolates

Availability

Fruits

Ice-cream

Namkeen

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Chart Title
50%
40%
30%
20%
10%
0%

Base: 115

Tastes

Sweet

Mild Flavours

Spicy flavours

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Brand Awareness

TOMA: 90 out of 115 respondents

Kurkure; 49

Lays; 107
Haldirams; 58
Bingo; 33

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Reliability Statistics

Cronbachs Alpha

N of Items

0.706

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SWOT Analysis
Lays

Bingo

Haldirams

Kurkure

Has the taste I like

1.68

0.87

-1.06

-1.49

Many flavours to choose from

3.20

-0.22

2.20

-5.19

It is less oily

-0.71

0.22

-2.58

3.07

Has Indian flavours

-0.28

-1.09

3.07

-1.71

The packet contains less air

-3.11

4.78

-2.36

0.68

Readily available

1.24

-2.17

1.12

-0.19

Promotional offers

-2.02

0.65

-2.14

3.51

End up licking my fingers when the packet is empty

-2.45

2.83

2.64

-3.01

Packaging

0.59

-1.09

-4.75

5.25

Advertising campaigns

3.63

-1.52

-6.93

4.81

Value for money

-2.02

-3.70

7.42

-1.71

Price

-2.45

0.22

6.12

-3.88

Available in various packet sizes

2.55

-2.61

-0.19

0.25

It's roasted and not fried

0.16

2.83

-2.58

-0.40

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SWOT Analysis - Bingo

Packet
It is baked
contents
and not
arefried
lickable
snack
That the packet is perceived to contain less air
It
Packet
is baked
contents
and not
arefried
lickable
snack

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Attribute

Jaccard Analysis
Overall

Advertisement

0.362

Availability

0.392

Packaging

0.382

Promotion

0.343

Quality

0.328

Taste

0.372

Value

0.331

Variety

0.410

We have identified that varieties offered and availability of the product are
the category drivers for this particular industry.

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Regression Analysis

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Univariate Analysis
Taste

Availability:

1
40
20

Taste:

Kurkure
Haldirams
Bingo
Lays

Lays leads by a huge margin,


Bingo is strong with 30% rating it at
3 and 40% rating it at 4

Availability

1
40

Lays scores better with majority


between scores of 4 & 5, while Bingo
borders on scores of 3 & 4. Hence
Lays is perceived to be of better
taste.
Base: 115

20

Kurkure
Haldirams
Bingo
Lays

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Univariate Analysis
Quality

Quality:

1
40
20

Kurkure
Haldirams
Bingo
Lays

Lays leads here with Bingo


up in second place.

Value
1

Value:
Haldirams & Lays are in close
competition in this criteria

Base: 115

coming

40
20

Kurkure
Haldirams
Bingo
Lays

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Base: 101

Evaluating Bingos AD
content

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First heard of Bingo from

Display on shop; 29%

Word of Mouth; 27%

TV Ad; 44%

Base: 106

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Column1

Bivariate Analysis

All

No Children

for Children

Promotion

57

20

37

Advertisement

63

22

41

Packaging

70

25

45

Base: 115

Age vs. Taste:


Brand-wise

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100%
90%
80%
70%
60%

25-40 years
19-25 years
>18 years

50%
40%
30%
20%
10%
0%

Lays
Base: 65

Bingo
Base: 65

Haldiram
Base: 45

Kurkure
Base: 26

Age vs. Quality:


Brand-wise

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100%
90%
80%
70%
60%

25-40 years
19-25 years
>18 years

50%
40%
30%
20%
10%
0%

Lays_Quality

Bingo_Quality

Haldiram_Quality

Kurukure_Quality

Base: 71

Base: 70

Base: 45

Base: 14

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Income vs. Value:


Brand-wise

100%
90%
80%
70%
60%

> 6 lac
4-6 lac
2-4 lac
<= 2 lac

50%
40%
30%
20%
10%
0%

Lays_Value

Base: 74

Bingo_Value

Base: 77

Haldiram_value

Base: 58

Kurkure_Value

Base: 15

Bingo Preference vs.


Occupation

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40
35
30
25
20
15
10
5
0

Base: 36

All
Student
Working Adult

Base: 31

Base: 22

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Conclusion

The driving factors of the snack industry are:


Variety
Lays leads
Even though Bingo has the most varieties (16), it
still lags behind Lays.
This could be due to low awareness of the
different flavours of Bingo!

Availability
Lays & Haldirams are rated the highest
Bingo lags behind in this aspect

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Conclusion.. Contd.

Competitive Advantage of Bingo!


It is perceived to contain less air due to the
shape and size of the wafer
It is baked and not fried
Bingo currently does not advertise its strength in
this area.
People are more health conscious (58% of
respondents)
More product content could be added to its
advertisements

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Conclusion.. Contd.

From in-depth interviews:


Lot of people prefer to have crunchy and sweet
type of snacks
Bingo can explore this segment

Bingo has not tried any promotional offers as a


way to attract consumers
From the interviews, it was observed that it is a
good way to reach kids through promotional
offers

Thank You !