1. Introduction of new brand Making of a new Brand: Bingo By: Group-5

2. Group 5:

3. Objective of the Project To find, Study and evaluate the process followed by company in Introduction of NEW BRAND: Taking example of ITC Bingo.

5. Bingo’s launch was strategically timed around the World Cup.

6. The idea was to get the consumer to take that first bite.

7. The company has positioned this brand as a fun brand targeting at the youth.

11. Khakra inspired Mad Angles and time pass snack in the form of TedheMedhe.

12. The Potato Chips offerings include Salted, Masala and Tomato flavours, ChatkilaNimbuAchaar, etc.

14. Purpose of Research To find the position and perception of Bingo as a brand in Consumers Mind. To understand launching strategy of a new brand (Bingo) and its effect on consumers perception and Brand positioning.

15. Research Design Category of research: Descriptive. Exploratory. Data Collection Method Primary Data: From Consumer of Bingo and Frito lays. Questionnaire- Respondents were asked open and close ended questions to prospects. Secondary Data : To understand the launching strategy of Bingo. From various journals and research papers and sites.

16. Research Design Cont…. Sampling Design Target Population: Consumers of Snacks like Bingo and Frito Lays etc. Sampling Technique: Convenient and Judgmental Sampling Technique. Sample Size = 20

17. Abstract: Strategy followed by ITC in Brand Creation Bingo ! Research on Consumption Habit and consumer behavior by ITC Need Recognition Field research by interviewing 1000 respondents Need and availability GAP analysis Segmentation of Target audience Demographics (age 18-30) Product creation With consumers preferred flavors. Positioning High frequency promotion. Vast distribution.

18. Strategy based on 4ps

19. Product Bingo! positioned itself with its Indian flavors such as TandooriPaneer, 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

21. 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…)

22. 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

23. 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

25. Place (Cont…) HORECA entire cigarette distribution network including. Initially Bingo sponsored many Bingo Remix nights in various clubs as well.

26. 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

27. 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…)

29. Foray into the “Health Snacks” segment by introducing Bingo as baked-chips

30. ITC launched BINGO in 16 flavors to cater to tastes of the country

31. Leveraged the retail and marketing expertise of ITC FoodsMarket Share: Organized Sector After the launch of Bingo, Dec 08 Before the launch of Bingo, Mar 07

32. Segmentation 12 - 20 Years Conservative, reserved, shy 20-35 Years > 50 Years Segmentation: Age Group Attitude/Behavior Geography Taste Outgoing, Fun Loving, Bindaas 35-50 Years Psychographic (Attitude / Behavior) Demographic (Age Group) Plain Salted North Mustard Sting Nimbu flavor East West Spicy / Red Chilly South Indian Geography Taste

33. Targeting Outgoing, Fun Loving, Bindaas 20-35 Years West Demographic Age Group Attitude / Behavior Plain Salted East North Spicy / Red Chilly Mustard Sting Nimbu Spicy South Indian Geography & Taste

34. 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 Lays is positioned as a very good quality snack with international taste. No one can eat just One..!

35. Competitors 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

36. 28 What’s in my name ?? (brand name)

37. Who 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 The unique shapes in which it comes, which makes it easily recognizable amongst the consumers.

40. This property of flavor depiction is very informative for consumers and a layman can also associate with it.

42. Experimentative

44. MERCHANDISING

45. MERCHANDISING BINGO! Superior material (Moulded plastic) provides better aesthetics Increased Visibility of packs with amphi-theatrical tray design Slotting allows for standalone vertical stability of packs Modularity & Standardization Entry with 3 trays to avoid excessive inventory/empty space Whenever needed, 4th tray can be introduced Air Hanging Solutions Hangers Net Baskets

46. MARKET WARFARE

47. 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

48. 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.

49. SUCCESS FACTORS High Decibel Advertising : Bingo was able to capture the Share of Noise through its heavy spend. Novelty Factor : The snack market is driven by impulse purchases Regional Flavors: Lays was the first to localize flavors but Bingo specialized on local flavors and the key differentiator was the Localized flavors. Distribution strength: The strong distribution has helped in terms of Shelf Space and retailer support.

50. Brand identity Prism Innovative, Experiment-ative ITC, Shapes, Games, Poing!!! Physique Personality Indian, Different Outgoing, Fun loving Culture Relationship Customer’s Reflection Customer’s Self-projection Cool, Young at heart I am Bindaas!!!

51. Survey Q1. Which flavour do you like the most? Masala Potato Chip 8% Salted Potato Chip 3% Tomato Potato Chip 8% ChatkilaNimbuAchar Potato Chip 3% TandooriPaneerTikka Potato Chip 8% Mad Angles 61% TedheMedhe3% Livewires 6%

52. Cont………. Q2. What do you like about Bingo? Taste (47%) Variety (11%) Quality (16%) Price(8%) Quantity(13%) Packaging (5%)

53. Cont…………… Q3. How satisfied are you with Bingo? Very satisfied (44%) Somewhat satisfied(39%) Unsatisfied(17%)

54. Cont……. Q4. before switching on to Bingo which snack did you prefer? Lays (35%) Kurkure (15%) Uncle chips (30%) HaldiramNamkins(20%)

55. Survey Analysis 1.1 Frequency of chips purchase

56. 1.2 Awareness about brands

57. 1.3 Knowledge about bingo! 1.4 Tried Bingo!

58. 1.5 No. of flavours tried 1.6 Impact of Bingo commercials on buying decisions Did you buy bingo! After watching the commercial

59. 1.7 Rating Bingo 1.7.1 Flavours 1.7.2 Packaging

60. 1.7.3 Name Appeal 1.7.4 Availability

61. 1.7.5 Taste

62. 1.8 what describes bingo!?

63. 1.9 Recallable properties

64. Nodal map For bingo!

65. 55 bole to?????

66. I try Bingo because it stands apart, different from the crowd, almost edging on "weird" Differently shaped, cool and fun chips to have Good traditional Indian flavours but I love to consume those flavoured items as dishes in the restaurant

67. Too many flavours confuse me!!!! Not able to differentiate whether it is Indian or international Amazing taste!!!!

68. 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

69. Bingo! ~ Product Portfolio ITC Foods 59

70. SUMMARY OF FINDINGS From the respondents we can conclude that Indian consumers had a taste of INDIANNESS and DESIPAN while selecting the snacks with excitement and novelty in their hearts. Apart from shape, flavor and taste, satisfaction was high on their priority list which could not be compromised.

71. Recommendations

72. 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

73. 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

74. 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. Acontinuing 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

75. Flavours Having too many flavours is causing some problems because customers can’t differentiate between. So many (16) variants is a good option to launch with so that people are tempted to try each of them But gradually they can reduce from their portfolio, the ones which they come to know are not doing well in the market So this would also reduce the problem of confusion amongst the consumers.

76. CONTESTS To launch a ‘send in your Bingo! Recipe’ contests.

77. Thank You