marketing plan - itc - bingo
TRANSCRIPT
![Page 1: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/1.jpg)
Marketing Plan Overview:ITC’s
Group no. 08
* All logos are for representative purpose only
*
![Page 2: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/2.jpg)
Understanding Markets-Market Size
• ` 2000 Cr Branded Snack Market.
• Very few National players – Frito-Lays and Halidirams
![Page 3: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/3.jpg)
Understanding Markets-PESTLE
• Political:– ITC is an established house with a strong presence in the
Indian market. Thus to some degree it was insulated from the political atmosphere.
• Economic:– Rising levels of income.– Absence of Lays stock for a prolonged time.
• Social:– Developed flavours keeping mind the Indian Audience.
• Technological:– Introduction of Baked and Non-fried snacks
• Legal Environment:– Approval from the Food & Drugs Department
![Page 4: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/4.jpg)
Understanding Markets
Competitor Analysis SWOT Analysis•The major competitor of Bingo is Lays with a market share of 45%
•Haldiram with market share of 27%
•Bingo is holding 16%
•Regional players are holding rest of the share
WEAKNESSES:
• Unable to meet the international standards• High working capital• Large number of intermediaries thus causing a slog in distribution
THREATS:
• Prevalence of cultural taste brands• High taxation• Inventory cost• Stiff competition with regional players• Close competing MNC brands
OPPORTUNITIES:
• Change in consumer patterns• Rise in income level of customers• Opening of new international markets• Integration of new technologies
STRENGTHS:
• Availability of Raw materials• Availability of Manufacturing facilities• Domestic markets• Urbanization• Catering the market distribution
![Page 5: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/5.jpg)
Product Profile
![Page 6: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/6.jpg)
USP/UCP
• USP– Unique and Indianised flavours in savoury snacks
• UCP (R.K.S Model)– Innovative– Crazy– ‘Desi’ – Healthy– Adventurous
![Page 7: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/7.jpg)
Marketing Objective
• Target is placement of all merchandising units across the market in a months time
• Create Identity in a Short Span
• Offering a wide range
• Reach every nook & corner
• Distinct Approach ( Innovative & Differentiated products)
![Page 8: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/8.jpg)
Segmentation 12 - 20 Years
20-35 Years
35-50Years
> 50 Years
Demographic (Age Group)
Conservative, reserved, shy
Outgoing,Fun Loving,
Bindaas
Psychographic (Attitude / Behavior)
North
East
South
West
Indian Geography
Plain Salted
Nimbu flavor
Spicy / Red Chilly
Mustard
Sting
Taste
Segmentation:
•Age Group•Attitude/Behavior•Geography•Taste
![Page 9: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/9.jpg)
Targeting
Indian Geography & Taste
WestWest
NorthNorthEastEast
SouthSouth
20-35
Years
Demographic Age Group
Outgoing,Outgoing,Fun Loving, Fun Loving,
BindaasBindaas
Attitude / Behavior
Spicy / Red Chilly
Mustard Sting
Nimbu Spicy
Plain Salted
![Page 10: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/10.jpg)
Positioning
•Crisp and Clear Punch line
•Bingo! is positioned as a youthful and innovative snack, offering the consumers with choice in terms of both formats and flavors including Local tastes.
![Page 11: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/11.jpg)
Marketing Mix Strategy•Product
•Indian Flavors•Variety of Flavors•Healthy variants•Attractive Packaging
•Price•Leveraging cost-effective manufacturing•Frontal Attack on Lays with Packs for ` 5, ` 10 and ` 20
![Page 12: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/12.jpg)
Marketing Mix Strategy•Place
•4 Lakh merchandise racks all over India•Available in 250000 outlets at the end of 6 months•Alliance with Future Group to stock only Bingo
•Promotion•Humor in TV Ads resulting in Awareness and Trial•World Cup Season•Through the Bingo racks•Interactive Website
![Page 13: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/13.jpg)
Branding Strategy
Catchy
Recallable
Easy toPronounce
Trendy and Fun
What’s in my name ?? (Brand Name)
![Page 14: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/14.jpg)
Branding StrategyWho am I ?
(Brand Identity)• Bring excitement to the lives of
the customers.
• A brand which is for the whole
country by providing the
customers with tastes (flavors)
from all around India.
• Bingo identifies itself as a brand
which is youthful, fun and colorful
What do I portray ?(Brand Personality)
• Innovative
• Experimentative
• Adventurous
![Page 15: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/15.jpg)
Branding Strategy
Contingency Strategy
• ---------
Implementation
• -------
![Page 16: Marketing Plan - ITC - Bingo](https://reader030.vdocuments.net/reader030/viewer/2022012305/546dae2bb4af9f58588b4f39/html5/thumbnails/16.jpg)
Thank YouReferences:
• www.itcportal.com
• www.allbusiness.com
• www.financialexpress.com
• www.wikipedia.org
• www.bingeonbingo.com
• www.google.com
Compiled By:
• Prashant Deshinge 05
• Suchitra Natrajan 45
• Vishal Suri 51
• Chetan Mav 54
• Nawal Agarwal 55
• Nipun Mehra 58
• Ganesh Koran 60
• Manan Valia 62