ITC’s BINGOAchal Gupta (903)Angam Niumai (906)Padmavati T Madipalli (939)Rajesh Kumar (944)Siddhartha Banerjee (962)

Group no. 5

Established in 1910Market

Capitalization: US $ 18 billion

Turnover: US $4.75 billion

Employs more than 20000 people in more than 60 locations

India’s top 10 most valuable brand

Listed in Forbes 2000

Overview

Overview (Cont…)Presence in Cigarettes Hotels Paperboards & Specialty

Papers Packaging & Printing Business Agricultural Industry Packaged Foods &

Confectionery Branded Apparel Toiletries Education & Stationery

Products Information Technology Safety Matches Incense Sticks

VisionSustain 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.

MissionTo enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value.

Vision and Mission

Earlier, Cigarettes and Leaf Tobacco were its main products

In 1975 it started diversifying in other areas starting with hotels

The year 2000 ushered in the branded apparel, IT and paper business

Slowly established itself as a major market player

Rebranding

•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%

ITC Bingo

Research

•Company’s in house research team of eight members

•Studying home made snacks;- bhel, gol gappas

•70% of those survey conformed•Chef to dish out new and testy

combination of existing delicacies

Product

Price

Place

Promotion

4 Ps

•Bingo! positioned itself with its Indian flavors such as Tandoori Paneer, 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

Product

Packaging• ITC has done the packaging such that the

product attracts the buyer.• It launched packs with different quantity

keeping in mind the specific consumer demand.

Product (Cont…)

•Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and 20.

•Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this.

Price

•ITC has adopted a Market Challenger strategy with the launch of Bingo

•It has chosen a combination of flank and frontal attack against the market leader Frito Lay’s. 

• ITC has made a strategic alliance with Future group

Place

• HORECA• entire cigarette distribution network

including.• Initially Bingo sponsored many Bingo

Remix nights in various clubs as well.

Place (Cont…)

•Bingo’s launch was strategically timed around the World Cup

•Within a month of the launch of the initial advertisements, 70% of the viewers could recall the brand thus capturing a share of the mind of the consumers

Promotion

•Bingo's advertising follows the AIDA model

•No Brand Ambassador•Comes in unique shapes for better

recognition• Brand recall along with 16 flavors

Promotion (Cont…)

Value Proposition

• Variety & innovation in a largely

undifferentiated market

• Foray into the “Health Snacks” segment by

introducing Bingo as baked-chips

• ITC launched BINGO in 16 flavors to cater to

tastes of the country

Plain Salted

Mustard Sting

Spicy Red/ Chilly

Nimbu Flavour

SegmentationGeography•North•South•East•West

Taste•Salted•Mustard sting•Nimbu•Chilly

Segmentation

Age class

12-

20

20-

35

35-

50

>50

Demographic (Age)

Conservative, reserved, shy

Outgoing, Fun loving, Bindass

Psychographic (Attitude/Behavior)

Targeting

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.

27%

16%45%

12%HaldiramBingoLaysOthers

After the launch of Bingo, Dec 08

25%

65%

10%

HaldiramLaysOthers

Before the launch of Bingo, Mar 07

Market share: Organized Sector

What’s in my name ?? (brand name)

Easy to pronounc

e

Recallable

Exclamation MarkTrendy

and Fun

Catchy

brand property

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 PrismITC,

Shapes,Games, Poing!!!

Innovative,Experimentative

Indian, Different

I am Bindaas!

!!

Cool, Young at

heart

Outgoing, Fun loving

Physique

Customer’s Reflection

Customer’s

Self-

projection

PersonalityR

ela

tion

sh

ip Cu

lture

THANK YOU