Bingo and Lays Comparative study
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Transcript of Bingo and Lays Comparative study
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Group 1Nishant Sharma FPB0911/080Mayank Mehrotra FPB0911/069Haricharan FPB0911/ 039 Kanu Satyashi FPB0911/050Manish Omhare FPB0911/066Kamal Kishore FPB0911/048
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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.
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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
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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)
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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.
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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
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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.
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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
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DATA ANALYSIS
1. C:\Users\haricharan.p\Desktop\OUTPUT-1.DOC
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RECOMMENDATIONS
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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
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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
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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
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BIBLIOGRAPHY
Wikipedia.org Fritolayblogspot.com Bingoblogspot.com
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Thank You