Marketing Plan Overview:ITC’s

Group no. 08

* All logos are for representative purpose only

*

Understanding Markets-Market Size

• ` 2000 Cr Branded Snack Market.

• Very few National players – Frito-Lays and Halidirams

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

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

Product Profile

USP/UCP

• USP– Unique and Indianised flavours in savoury snacks

• UCP (R.K.S Model)– Innovative– Crazy– ‘Desi’ – Healthy– Adventurous

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)

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

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

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.

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

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

Branding Strategy

Catchy

Recallable

Easy toPronounce

Trendy and Fun

What’s in my name ?? (Brand Name)

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

Branding Strategy

Contingency Strategy

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Implementation

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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