KRITHIKA SHETTY 208
HRISHIKESH CHUMBLE 190
AMIRTHA SUNDARAM 183
AMBAR KADAM 204
REVAN MENKUDALE 212
MILIND NAIK 219
POONAM POPAT 225
RAKESH RAJDEV 227
INTRODUCTION
• ITC is one of India's foremost private sector companies.
• The market capitalization is nearly US $ 22 billion and a turnover of US $ 6 billion.
• The company is currently headed by Yogesh Chander Deveshwar.
INTRODUCTION (CONTD…)
• It is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's
Most Reputable Companies by Forbes
magazine, among India's Most Respected
Companies by Business World and among
India's Most Valuable Companies by
Business Today.
HISTORY
• ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited.
• The name was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974.
• The Company's headquarter building, 'Virginia House‘ is located in Kolkata, India
INDIAN SNACKS INDUSTRY
• Comprises bakery products, ready-to-eat mixes, chips, namkeen, etc.
• Worth Rs 100 billion in value and over 4,00,000 tonnes in terms of volume
• Growing around 10% for last three years
• Branded segment is growing around 25% per annum
• Major players in branded segment include Frito Lay and Haldirams
• Potato based snacks constitutes the largest segment of the industry
About
•Launched by ITC on 14th March 2007
•Aim to capture 25% market share
•Challenge to the monopoly of Frito Lays
•Includes an array of products in both Potato Chips & Finger Snacks segment
Flavours
•Research: Demand for novelty and excitement in exiting snacks
•Taste: Came up with 16 Innovative Flavors
•Traditional Segment
•Western Segment
•Finger Snacks Segment
Value ProPosition
• Lays share reduce from 65% to 45%High Decibel Advertising Regional FlavorsDistribution Strength
•Offering a higher margin (4% -5%)
27%
16%45%
12% Haldiram
Bingo
Lays
Others
After the launch of Bingo, Dec 08
25%
65%
10%
Haldiram
Lays
Others
Before the launch of Bingo, Mar
07
Market Share: Organized Sector
TARGETING
(Choosing a specific
segment for the
campaign)
POSITIONING
(Designing a distinctive message to
appeal to the targeted segment)
On what basis can a market be
segmented ?DEMOGRAPHIC
•Age •Income•Gender
•Occupation•Education
PSYCHOGRAPHICS
•Personality•AIO(attitudes,
interest, opinion)
•BUYING BEHAVOR
•Initiator•Evaluator
•Decision maker•Purchaser
USAGE PATTERNS
•Heavy•Medium
•Light
12 - 20
Years
20-35
Years
35-
50
Year
s
> 50 Years
Demographic (Age Group)
Plain
Salted
Nimbu
flavour
Spicy /
Red Chilly
Mustard
Sting
Taste
Conservative,
reserved, shy
Outgoing,
Fun Loving,
Bindaas
Psychographic (Attitude / Behavior)
NORTH
EAST
SOUTH
WEST
Indian Geography
Segmentation
Age GroupAttitude/BehaviorGeographyTaste
TARGETING
20-35Years
Demographic Age Group
Outgoing,Fun Loving,
Bindaas
Attitude / BehaviorSpicy /
Red
Chilly
Mustard
Sting
Nimb
u
Spicy
Plain
Salted
Zones & Taste
Youthful positioning
www.bingeonbingo.com for 25-and-under innovative segment
Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka
Utilized the concept of “CROWDSOURCING” for Bingo Mad Angles
POSITIONING
What’s in my name ?? (brand name)
Easy toPronounce
Trendy and Fun
Exclamation Mark
Recallable
Catchy
Who am I?? (Brand identity)
A brand with various flavours
A youthful, fun and colorful brand
Unique shapes
Easy punch line
How do I look? (Brand Packaging)
Attractive packaging
Pictorial view of the
flavour
Names provided to various
variants
What do I portray? (Brand
Personality)
Innovative:
Unique shape
Unique musical sound
Experimentative:
Flavours like achari
masti,
red chilly dhamaka
Pricing Strategy
• SKU’s priced Rs 5, Rs 10, Rs 20
• Recently launched Rs 3 SKU of Kurkure
Consistent with competition
Promotional Strategy of
• “Chala Change Ka Chakkar”
• “Chai Time Achievers”
• Posters at unconventional retail points
• Brand Ambassadors
Promotional Strategy of
• Launched during World Cup 2007
• Slapstick humor & Irrelevant theme
• Blitz Krieg promotion
• Bingo National Gaming Championship
Distribution Strategy of
• Manufacturing plants in Punjab and Pune
• Aims at investing Rs. 20 crore
30 CFAs800
distributors4 lakh
retailers
1 million retail
outlets
Viral Marketing
• Content that encourages people to pass on
the message is referred as ‘Viral’ and the strategy is
called as ‘Viral marketing’.
• Induces Web sites or users to pass on a marketing
message to other sites or users.
• It can be done through buzzwords, word of mouth
and viral video etc.
Trickling DOWN Approach
Trickle IN Approach
5 basic principals of Viral Marketing
• Giving away products or services.
• Making people feel something.
• Doing something unexpected.
• Using existing communication networks.
• Allowing effortless transfers and never to restrict access.
Methods
• Internet Search Engines & Blogs.
• Social Media Interconnectivity
• Television & Radio
• Multiple forms of Print and Direct Marketing
• Customer Participation & Polling services
• SMS
Viral Video
• A viral video is one that becomes popular through the process of internate sharing and email.
• It often contains humorous content and include televised comedy sketches.
• A viral video is any video that's passed electronically, from person to person, regardless of its content.
Viral marketing at Bingo
• ITC's Bingo has always been known for their adoption
of different kind of advertising strategy.
• They have launched a new viral developed by
Contests2win. It is in essence a spoof on the long
winding saas bahu soaps on T.V.
SWOT ANALYSIS
STRENGTHS:
• Well established network
•16 different flavours
WEAKNESS:
•New entrant in market•Tough competition
OPPORTUNITIES:
•Fragmented Market•Few Players
THREATS:
•Unorganized Market•Stiff Competition with
Regional Players
Conclusion
• Frito Lays still holds the greater share of
market as compared to ITC’s Bingo
• Bingo is expected to grow very fast and will
be a major threat to its competitors.
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