1. New Delhi Institute of Management
M M R E A D Y T O E A T F O O D & S N A C K S
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2. M M R E A D Y T O E A T F O O D & S N A C K S
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3. Ajahar Husain
187Gaurav Pandey
207
Rajat Kumar
233
Avinash Kumar
197
Rajnee Yadav
236Vivek Singh
218
Presented By:
Presented To:
Mrs. Veena Kumar
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4. Contents
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Company Profile : ITC and PepsiCo
Introduction
STP
4P’s
SWOT Analysis
Distribution channel
CSR Activities
Conclusion
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5. Key Player in Snacks Market
ITC Staples and Snacks
Nestle Dairy, beverages ,and snacks
PepsiCo Beverages ,and snacks
Haldiram Snacks
Britannia Bakery Product
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6. 46%
37%
17% Fun for you snacks
Fun for you Beverages
Fun for you beverages and
snacks
Portfolio
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7. M M R E A D Y T O E A T F O O D & S N A C K S 7

8. ITC Company profile
ITC India Ltd. : Founded in 1910
Head quarters: Kolkata India
Key people: Chairman Y.C.
Deveshwar
Director : K.Vaidyanath
CFO : Partho Chaterjee
Industry : Tobacco, Food and
hotels
Employees: 20,000
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9. ITC India's foremost private sector
company
Market capitalization nearly US $ 18 billion
ITC rank among India’s 10 valuable
company
ITC turn over US $ 4.75 billion
Where company stands
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10. Market capitalization, Profit
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11. Net Profit of ITC in 2012
7 k
ITC
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12. Vision
:
Mission
:
Values:
Sustain remarkable position in market
To enhance the wealth generating capabilities
Customer focused ,high performance
Growing value for the Indian economy
Working for you, working for society
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13. Products of ITC
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15. Entered in india 1989
Investment US $ 700 million
Brand is available nearly 200 country
Share in India in soft drink 85%
Employees : 16700
CEO&chairperson : Indra Nooyi
Head quarter : Gurgaon
Company profile of PepsiCo
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16. India’s selling food and beverages company
Where company stands
Revenue in 2011 is more than 45 billion
Market capitalization nearly US $ 14 billion
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17. Vision
:
Mission
:
Values:
To benefit society and shareholder
To be the world’s premier consumer product company
Care for our customers, our consumers,
and the world we live in
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18. Products of PepsiCo
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19. Competitor
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20. Awareness about bingo ,lay’s
0
10
20
30
40
50
60
70
80
90
Bingo Lays Haldiram Other
A
w
a
r
e
n
e
s
s
Brands
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Data is given in %

21. Segmentation,Targeting,positioning
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22. Segmentation (Bingo)
12-20 20-35
35-50Above 50
Conservative
,reserved,sh
y
Outgoing ,fun
loving ,bindaas
West East
South
North
Mustard
sting
Nimbu
flavor
Spicy/Red
chilly
Plain
salted
Demographic (Age) Psychographic
(Attitude)
Geographic
(Location)
Behavioral (taste)
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23. Targeting (Bingo)
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North
South
West East

24. Positioning (Bingo)
Youthful and innovative snacks, including local tastes
Positioned as a good quality snacks
Offering wide variety of choices in term of formats and
flavors
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25. What’s in my Name ??
Easy to
pronounce
Exclamation
Mark
Recallable
Trendy and
Funny
Catchy
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26. Market share of Bingo in 2011
Before the launch of the
bingo After the launch of the bingo
45%
27%
16%
12%
lay's
Haldira
m
65%
25%
10%
lay's
Haldira
m
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27. Segmentation (Lay’s)
6-11 12-19
20-3435-50
Lifestyle
West East
South
North
Attitude Benefits
Usage
Rate
Occasion
s
Demographic (Age) Psychographic
(Attitude)
Geographic
(Location)
Behavioral (taste)
Personality
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28. Targeting (lay’s)
15-35
years
Light
Users, New
Consumers
North
East
West
South
Tomato
tango
Classic
Salted
Lime and
Masala
Magic Masala
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29. Positioning (lay’s)
Positioned as a very good quality snacks
International taste with snacks
Wide selection to fit every lifestyle of consumers
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30. 4 P’s of Bingo
Product Price
Place Promotion
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31. Product
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32. Bingo offering many flavors
Product Description
Juicy Tomato Ketchup- Ripe tomatoes on crisp
Spicy Masala Remix- A mix of spicy masala
Cream N Onion- Cheese, cream and spring
onion
Pickle Tickle- Achaari lemons
Red Chilli Bijli- Spiced up with red-hot chilli
Premium Salted- Salted crunchy potato chips
Potato Chips-Variants
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34. Nutrition facts of Bingo
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35. Price and packaging
Pack Price
12g 5
35g 10
100g + 20g free 20
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36. Place
Well -established distribution network Within
months
Bingo was available across 2,50,000 retailers across
Company distributed 4 lakh racks across all the retailers
HORECA ,Local shops used to distribute Bingo
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37. Distribution Channel of Bingo
MU Food
Products Hub
Wholesale
r
Retailer
Pan Dabbas
Malls
Small
Retailers
Distributor
Exclusive
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38. Promotion
Launched at the time of world cup
Advertising strategy,
Didn’t have an ambassador
Bingo National Gaming Championship across 4
cities
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40. Social Media of Bingo
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41. Contd.
Winter vacations, students watch lot of television
In 2012,Tie-ups: UTV Bindass , MTV, Zee TV
30 seconds ads cost Rs 50,000 to 1 lakhs
Set up a blog on the Website
Will help in Viral Marketing
TVC (Television
Commercial)
Online Promotions
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42. CSR of Bingo
Primary Education
Women’s Empowerment
Agriculture Development
Water Conservation
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43. 4 P’s of lay’s
Product Price
Place Promotion
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44. Product
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45. Lay’s offering many flavors
Hot and Sweet Chilli - Enjoy the sugar ‘n’
spice
Magic Masala - It has herbs and
spices
Tomato Tango- Blast of tomato
flavors
Classical Salted - Natural oil and salt
Mexican Cream - Sour cream and
onion
Lime and Masala - Limon flavor &
masala
Chat Chaska - Combination of all the
flavors
product
description
Potato chips-
variants
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46. Nutrition facts of Lay’s
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47. Price
Pack Price
13g 5
32g 10
100g + 15g free 20
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48. Place
Sold everywhere including subways, stations, movie
halls
Well-established network of distributors
800 distributors who sell to 4 lakh retailers
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49. Distribution Channel of Lay’s
Manufacturing firms
Regional offices/Depot’s
Distributors
Retail outlets
Customers
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50. Promotion
Signed the ambassadors Saif Ali Khan and MS
Dhoni
Sport events are the primary promotional technique
In-store promotions
Indian versions of lay’s flavor
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52. Social media of Lay’s
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53. CSR of Lay’s
Water Conservation
Healthy Kids
Environmental Sustainability
Human Sustainability
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54. S W
O T
SWOT Analysis of Lay’s
Strength Weaknes
s
Opportunities Threats
SWOT Analysis of LAY’S
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55. Distribution and sales effort
Attractive advertisement
Brand image
Loosing consumers
Less quantity as compared to
other
Increasing demand
New segment
Competitors
Customer Demand
STRENGTH WEAKNESS
OPPORTUNITIE
S
THREATS
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56. S W
O T
SWOT Analysis of Bingo
Strength Weaknes
s
Opportunities Threats
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57. Popular brand
Reasonable price
Give customer options
Limited in rural market
Health conscious people
Advertise-online and offline
More flavors help in grow
Threat from local substitute snacks,
Boycott by health conscious people
STRENGTH WEAKNESS
THREATSOPPORTUNITIES
OPPORTUNIRIE
S
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58. Conclusion
After survey at retail outlet and doing a comparative analysis we found
that
Lays has been around for a longer time and has it’s loyalists.
Lays scores on flavor while bingo is crunchier.
Right now Lays has the upper hand but Bingo has a good thing going
with new and innovative products like ‘Mad Angles’.
There is a need to put the image of product Bingo in the mind of
customers before the come to purchase at shop.
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