Group 1Nishant Sharma FPB0911/080Mayank Mehrotra FPB0911/069Haricharan FPB0911/ 039 Kanu Satyashi FPB0911/050Manish Omhare FPB0911/066Kamal Kishore FPB0911/048

STATEMENT OF PROBLEM

Frito Lay commands a share of 45%, followed by Haldiram’s at 27% and ITC at 16%.

ITC’s Bingo is a new entrant in the market, which was launched in 2007. ITC has launched Bingo in a wide variety of flavors and formats, ranging from potato chips to finger snacks.

Our aim was to find out the problems that Bingo is facing and to give recommendations so that Bingo can grab more market share.

Study which would conclude why and how one product is better than the other.

RESEARCH OBJECTIVE

To study snack industry as a part of food processing industry

To study company profile of Lays & Bingo

To study the trends in snack industry To analyze and interpret the results of

sample collected To determine the future course of

action by Lays & Bingo

METHODOLOGY OF RESEARCH

Research design is the basic framework which provides guidelines for the rest of research process. It specifies the methods for data collection and data analysis

Type- Descriptive Sample size- 175 Data collection mode- E-questionnaire

(Internet)

POSITIONING

Bingo! is positioned as a youthful and innovative snack, offering the consumers with choice in terms of both formats and flavors including Local tastes.

Crisp and Clear Punch line

No one can eat just One..!

Lays is positioned as a very good quality snack with international taste.

BINGO!

Most of the advertisements were considered vague

In initial stages about 70% of viewers could recall

the brand.

This helped in capturing 16% of market share in

just 18 months.

The Advertising was highly successful in creating

Brand Awareness

LAYS

Frito Lays has revamped the product by

reducing the saturated fat content by 40 per

cent.

Healthy snacks is the next buzzword.

Frito Lays is expected to launch Rs 3 packs for

higher penetration.

PROBLEMS

Stagnant Market Share

Brand Loyalty of Lays customer is posing threat to Bingo

Many of the flavors of Bingo are having the same look

and packaging

Advertisements have failed in creating an urge among

customers to go and buy a pack of Bingo

Unawareness of the variety of flavours

Threats of local players

Taste and too many flavours

DATA ANALYSIS

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RECOMMENDATIONS

BRAND PACKAGING

Bingo! can come up with different shapes of

packaging. A triangular pack can be one of the

options

Benefits:

Different packaging always attracts consumers

Novelty sustains the consumers’ interest in the brand

Usage of different colors for packaging

different flavors, so that the customer is able to

differentiate among various flavours available

BRAND PROMOTIONS

Seasonal promotions

Gift packs: Combo packs in festival

season with 4-5 flavors

Tie up with Coca Cola: At time of

Diwali, Cricket Tournaments etc…

Title sponsors for programs

targeting the youth

E.g. Splits Villa on MTV, Indian idol

etc

CHANGE IN ADVERTISING

Change in Advertising: The existing advertisements have

been successful in creating brand awareness. The new

advertisements will focus more on taste and variety of flavours

available and tempting the consumers to purchase the product

after seeing them.

A continuing character will be used in the advertisements.

An animated potato will be used in the advertisements, where

the tastes of the various flavors will be theme the

advertisements

BIBLIOGRAPHY

Wikipedia.org Fritolayblogspot.com Bingoblogspot.com

Thank You