Title of the term Paper

Submission by:Student Name

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Objective: The case study is about the launch of the brand “Bingo” by ITC in the year 2007.

About the company (ITC):

Source 1) http://www.itcportal.com/sets/itc_frameset.htm

2) http://www.iloveindia.com/economy-of-india/top-50-companies/itc.html

Recent Developments at the company

o

b

The following table indicates the new FMCG businesses which ITC is in and how it

compares with some of the other major FMCG players in India.

Source: Outlook Business 1st December 2007.

Market Summary

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The Branded snack (salty) market in India:

Sources: www.indiaprwire.com

Consumption Behaviour

Opportunities and challenges

o

Source: GAIN report (Report No: IN8075)

Structure of Indian Market

a) Organized Sector

b) Non-organised Sector

c)Domestic Industry

Source: http://www.flex-news-food.com/console/PageViewer.aspx?page=17973&str

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Bingo: The product

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Product Development

Research:

Taste:

Variants

t

Marketing and Advertising

o

Innovative advertising

o Television and Radio

o Website

o Distribution:

Source: Business Today December 2, 2007 Business India July 2008

Analysis of the launch of Bingo from the CBBE model’s perspective:

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The CBBE model looks at branding as a sequence of steps:

Conclusions:

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