BRAND MANAGEMENT

BRANDING COMMODITIES
 Group Members

T KRISHNA CHAITANYA REDDY F10A101

PRASHANTH H C F10A105
SWARUP KUMAR F10A110
SANDHYA R F10A125
HARISH NANDIPI F10A130
DINESH REDDY G F10A140
BHARANI DEEKSHIT F10A161
 How to Brand Sand

 First, carve up the market from every angle.

 Second, differentiate your offering in one or more of the six

“generic” dimensions of differentiation.

 Third, bundle several differentiations into a brand, and then

communicate that brand consistently and strongly.

 Fourth, align your business capabilities to reinforce and defend

the brand and the underlying sources of differentiation.

 Vision and Mission

 Vision

Sustain ITC’s position as one of India’s most valuable

corporations through world class performance, creating growing
value for the Indian economy and the company’s stakeholders.
 Mission

To enhance the wealth generating capability of the enterprise in a

globalizing environment, delivering superior and sustainable
stakeholder value.
 ITC Bingo
Fifth major line of food business
Innovative and differentiated
Array of product in both potato chips and finger snacks
segment
Fast moving branded snack market growing at 30%
Marketing Mix
 Product
 Bingo! positioned itself with its Indian flavors such as Tikka,

Spice Paneer etc.

 The segmentation was mainly done on basis of the age of the

people.
 The offerings under the Finger Snacks segment are unique and

innovative
 It launched packs with different quantity keeping in mind the

specific consumer demand.

 Price
Initial pricing of ITC bingo is a direct frontal attack on Frito

Lays with pricing of Rs 5, 10 and 20.

 Place
 ITC has made a strategic alliance with Future group.

 Initially Bingo sponsored in various events .

 ITC has adopted a Market Challenger strategy with the launch of

Bingo.
 Promotion

 Bingo’s launch was timed around the World Cup (March 07).

 No Brand Ambassador.

 Comes in unique shapes for better recognition.

 Value Proportion

• Variety & innovation in a largely undifferentiated market .

• Foray into the “Health Snacks” segment by introducing Bingo

as baked-chips.
 Segmentation

Demographic (Age) Geography Taste

•North •Salted
•South •Mustard sting
•East •Nimbu
•West •Chilly
 Positioning
Bingo! is positioned as a youthful and innovative
snack, offering the consumers with choice in
different flavor and Local tastes.

Crisp and Clear Punch

line

Lays is positioned as a very good quality

snack with international taste.

No one can eat just One..!

 Market Share

Before the launch of Bingo, Mar 07

After the launch of Bingo, Dec

08

http://www.moneycontrol.com/news/business/frito-lay-loses-snack-mkt-share-to-itcs-bingo_300325.html
 Brand Asset

• Bingo has a unique musical sound that is loved by everyone.

• It is one of the properties that is remembered by everyone and it
is used to recall the brand by every age group.
 Brand Identity Prism

www.bingeonbingo.com