Shriyans Saxena (40B) Aashendra Pratap Singh (1A)

shriyans_d14@iift.ac.in aashendra_d14@iift.ac.in
+91-8373993312 +91-9540554700
Submitted By: Arpit Kulshreshtha (12A)
Koustoov Dutta(20A)
Team Illuminati arpit_d14@iift.ac.in
koustoov_d14@iift.ac.in
+91-8376985706 +91-9717724746
 ITC Interrobang
Bingo! Mad AnglesSeason 3: Bingo!
Case Challenge
Restricted Recall of Mad Modifying
Current Positioning: Bingo!
Perception and Angles Positioning
Recall Strategy • Bingo! is positioned as a youthful and innovative brand,
offering consumers a variety of choices
spilling over that • Brand Essence: “Mad, uninhibited, desi fun”
for entire • Touched chord with consumers through humorous and
range irreverent advertising
Addressing Developing Mapping Brand • The current communication of Bingo! is as follows:
expectation- focused positioning  Mad Angles- Har Angle se Mmmm!
experience Communication statement to the  Yumitos- Take a Yumitos Break!
image for every
mismatch and Media plan  Tedhe Medhe- Har Stick mein alag twist!
sub brand
 Tangles- Khaoge to Khilaoge!
Issues Addressed
• FGDs and IDIs were conducted to understand the snacking
landscape and purchase behavior. 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
Qualitative
about the brand’s identity and to identify the gaps in current
FGD (Sample Size – 12) &
branding strategy
Retailer(Sample Size – 20) • Manifestation of consumer insights for repositioning of brands
was carried out

• Primary survey was carried out across different regions

Quantitative (Bhopal, Lucknow, Kolkata, Banglore and Pune)
• The insights from qualitative surveys were verified via
Primary Survey(Sample Size-83)
quantitative survey
 Bingo! Context and Brand Analysis
Brand Archetype: Jester
Brands under this archetype
have following features:
• Fun, 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- POD Analysis: Bingo! •Female
•18- 30 years
Competitor POP POD •Male •lower middle class/
•30-40 Years middle class
Other Chips brands Convenience, Cost, Shape, Value for money, •Irreverent
Hygiene, Some Quantity, Experience, •Upper/ Upper-Middle
Common flavors Variety, Image Class •Desi
•Energetic, Aggressive •Impetus on Family
Local Snacking Cost effective, Convenience, Hygiene, and Active time
options (Samosa, satisfying, Image, Experience, •Gives a good •Naughty
Dhokla, etc) Customized to Indian Freshness impression
palette •Sauvé
•Considered by most as
Restaurants, Other Hygiene (In most Economical, convenient, a friend
eating joints cases) Less variety, Experience Brand Persona Comparison
 Survey Findings
Consumer Survey Focused Group Interviews
Key Insights • Brand Recall for Bingo is high, but
Mental Map: Bingo Bingo is mostly associated with Mad
What is the gesture by a person that
indicates that he is enjoying his food? Angles
• Brand Personality: Male,17-30,
Person eating Friendly, Go Getter, Middle Class
non-stop • Though Bingo promotional
Licking
fingers campaigns register with the
Eating with
eyes closed consumer, the Sub Brands don’t
Savoring the • Homely Feel Factor: Flavors give a
taste
feel of home-made and local snacks;
helps in creating diffentiation

Retailer Survey
Consumer Recall (Salty Snacks) Reason to Buy: Bingo
Value for Money
4 Key Insights
100 Unique Shape Taste • Mad Angles has a heavy pull: Demand is substantial
80 Aide • Tedhe Medhe: The brand is stocked mostly as a
d(2 2
60 Clue) substitute to competitor Kurkure, with small retailers
40 AidePeer Acceptability 0 Packaging prefering not to stock the product at all
d(1 • Yumitos: The push from ITC is very heavy, though
20 Clue)
0 demand is yet to pick up
• In Modern Retail Chains: Overall shelf space is low
Ad. Campaigns Brand Name
when compared to Frito-Lays, and amongst Bingo Sub-
Availability Brands, Mad Angles occupies the most space
KEY OBSERVATIONS:
• Bingo is liked for its : Desi Taste, Brand Name and Availability, but most consumers associate Bingo only with Mad Angles
• Consumer recall for Bingo as a brand is high, 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 do not positively affect the Brand recall for the sub-brands
 Bingo! Proposed Brand Positioning
Khud
To young, active, go-getters with a different perspective, Bingo! is a brand ko rok
that provides a spicy variant and that appeals in a desi way to their lighter,
more humorous side na
Image of the Sender
Paoge!
Personality:
Physical Facet: Friendly,
Unique Shape, Smart, Self
Different Texture, Confident,
Smart packaging Irreverent

Internalization
Externalization

Relationship: Culture:
Cool Friend, Desi, Diverse,
Symbolizes Home made
good times feel
Khud ko
Rok na
Paoge !
Celebrity Brand Personality
The Brand Personality and values should be
Reflection: reinforced, in fact, extended by the brand
17-30 yrs age- Self Image:
ambassador’s personality
group, Fun Cool , Funny,
loving, No nonsense
outgoing attitude YOUNG

GO-GETTER
AMBITIOUS

SELF-MADE
FUN & ATTRACTIVE
Image of the Receiver

COOL
DESI CHIC
Proposed Brand Identity Prism
 Bingo! Sub Brand Positioning
Bingo Mad Angles
Why Change?
10 •Top of Mind recall is only based on unique shape
“Life ka Chatpata angle”
• Varied Flavors are appreciated by consumers, but
not uniquely identified with Mad Angles
Top of
10
Mind
• Survey suggests consumers prefer Desi Taste, but
Mad-Angles has not capitulated on this inherent
9 strength
Unaided (some doubt)

8 Desi Taste
Int. Flavors
7 Doesn't
Matter

5 How?
Aided • Focus on Shape as an instrument for “Change”
(1 Clue) • Desi and Chatpata Flavors symbolizing a Bindass
4
approach to life
3
USP : Mad Angles • Along with Shape, the Indianness to be stressed on.
Aided • Very High Visual Brand Recall • Promotional Offers to focus on the fact that Bingo
(2 Clues) • Heavy pull for the product Mad angles would change the perspective of life,
2
• Mad Angles is synonymous to Bingo in customer adding a fun angle to it.
1 psyche
• Highest shelf space amongst all Bingo Sub-Brands
and hence best recall Benefits:
0 The proposed positioning aims to build on the recall
Brand Recall with a focus on unique tastes and a sense of madness
Yes
Brand Recall based on Vision No that would help the target group better relate to the
Meter brand.
 Bingo! Sub Brand Positioning
Why Change?
• Present positioning doesn’t promote a unique value
10 proposition for Tedhe - Medhe
• Top of the mind recall is extremely low
Top of
• Though promotional focus is on shape, visual imagery
Mind
10 amongst consumers only confirms recall for Market
Leader Kurkure
9 • Packaging doesn’t reflect the essence of the product
Unaided (some doubt)

• Multiple me-too brands with same product shape and Tedhe Medhe
“Tedhe Medhe Raaston Ka
8 similar taste makes brand recognition very difficult

7 Positioning: Needs Sathi

to move”from Shape based to
personality based positioning.
6 Focus to shift to being a “Trusted companion” to the
• Though aided recall
Visual Recall associates the product to Aspirational Target Group
5
Aided Bingo, but Tedhe Medhe Packaging: Needs a complete overhaul to advocate
(1 Clue) No doesn’t register the ‘Companionship’ focus for the Product. The
4
• Known as ‘Bingo ki present Pink Color doesn’t justify the proposed
Yes
Kurkure’ to consumers H
3 positioning
O
Aided W Promotion: Promotion needs to stress on the core
2 • Visual clues same as that for Market Leader
(2 Clues) offering of Trusted Companionship in order to break
Kurkure away from the clutter of me-too offerings
1 • Retailer survey corroborates that Consumer
demand is low Benefit: Unique positioning, that carves a niche for
0
• Family focused positioning of Kurkure leads itself in a crowded market with strong players like
to better acceptance for the brand as against Kurkure on one hand and me-too Brands like Takatak
shape focused one for Tedhe Medhe from Haldiram on the other
Brand Recall
Meter
 Bingo! Sub Brand Positioning

10
Current Positioning
Tangles
Mood Anek, Choice
?
A snack that is so good that you would
10Mind
Top of
want to share it with everyone since Ek..!!
What?
every strand has something for everyone
9 • Bring the ‘varying spices’ aspect of
Unaided (some doubt)

Why Change? mother brand into positioning to create

8
•Expectation-Experience Mismatch: a stronger connect
• Create a tangible benefit for the
7 Spiciness
•No registration of shape despite tangles shape by stressing on how the
6
special emphasis different strands play their roles
•Consumer’s prerogative while
5
Aided snacking: Taste, Quantity but not shape Proposed Positioning: How?
(1 Clue) Bingo Tangles is a unique fulfilling snack
4 •Almost a me-too snack, a fallback
Aided (1 Clue)

where every piece is a collection of

3 spicy strands that are made to satisfy
every different craving that you have
2Aided •strands play their roles
(2 Clues)

1 Benefits Expected
• Makes Tangles a preferred choice for
0 varying consumer moods and cravings
• Generates consumer connect with the
Brand Recall shape and texture of the snack,
Meter especially the strands
 Bingo! Sub Brand Positioning
Why Change? Bingo: 87%
10 • Yumitos lags behind in consumer recall from its
peers. Yumitos: 27%
Top of • Consumers associate Bingo with Mad Angles, Lays: 100%
Mind Yumitos doesn’t register as a Bingo sub-brand
10
• When asked to associate “Break” to a snack, Uncle Chips: 63%
consumer recall doesn’t focus specifically to Haldirams: 42%
9
Yumitos
Unaided (some doubt)

8 Brand Recall: Yumitos hasn’t registered with the customers as is

evident
7
Product: New Product Launches to satiate the diverse
6 Lays’ Strategy regional tastes of India as against the international
range of Lays
5
Aided Positioning:
(1 Clue) • While competitors focus only on Taste, Yumitos
4
H Needs to focus on the Fineness of the Chips(Shape
Focus) too
3 • As against competition, Yumitos should focus on a
Aided
(2 Clues)
2
O witty image
• The International Taste and Positioning of Lays is ably W Promotion: Campaigns to focus on Yumitos providing
supported by ‘Desi’ Flanker brand Uncle Chips a witty solution to desi problems(Fine-tuning India)
1
• Survey showed that while people relate to the Desi
Tastes of Uncle Chips, Lays is considered to have more of
Benefits: While different flavors will cater to the different
a ‘Suited Guy’ image, thus together providing a
0 wholesome range to consumers tastes, focus on quality will help attain a differentiation
Yumitos:
Brand Recall
Meter Fine-tuning India
 Bingo! Proposed Media Plan
Tedhe Khud ko Rok na Khud ko Rok
Medhe Paoge! na Paoge!
Raston me
aapka
Saathi!

Event Partner:
The Brand can associate with events such as
“Delhi Marathon”, “Onam” boat race, etc which Channel Partner:
reinforces the super brand’s message of “Khud By partnering with channels which have youth
Ko Rok Na Paoge” appeal or which talk about the lifestyle, we can
reinforce the brand personality in the minds of
the consumer. The message can be
Miss The Bus!
communicated via their logos
Enjoy the way
with
Bingo!
Tedhe Medhe
raston ka
saathi!

Outdoor Marketing:
Outdoor Marketing can be done via billboards, Program Partner:
mobile billboards, point of sales marketing and The brand can partner with programmes which talk
by promotions on popular/ croded spots in the about “Indian or Desi” concepts, have a concept
city similar to brand (“Khud ko Rok na Paoge”) and which
reinforces the brand image
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!