Bingo analysis

7/29/2019 Bingo analysis

1/14


2/14

UNDERSTANDINGTHE

BRANDBINGO!

IDENTIFYINGTHE

GAPSTRATEGY

STRATEGIC

ROADMAP

How to respond all the me-too products

being launched by competition, particularly

Kurkure Desi Beats ?

How to respond to the Discount players

copying the format and giving additional

quantities ?

How to engage the larger masses to try our

product and how to maintain the loyalty of

the existing franchise

How to increase the market share in South

Indian Market ?

DEFEND ATTACK

UNDERSTANDING

THE BRAND

BINGO !

IDENTIFYING THE

GAPSTRATEGY

STRATEGIC

ROADMAP


3/14

Satisfaction : AverageMinimum purchase

Its Differentiated Brand, sets apartfrom other brand

Youthful, Mischievous and Fun

Recognition at 87% and BrandRecall at 70%

Identifyingthe

GapSTRATEGY

Expected

Outcome

StrategicRoad

MapOBJECTIVES

BINGO ! Brand Equity

Bingo! is positioned as a youthful and innovativesnack offering the consumers with choice in termsof both formats and flavors including Local tastes

Bingo has a unique musical sound that is loved byeveryone, which is remembered by everyone and itis used to recall the brand by every age group

What is Brand Bingo! ?

IndianFlavors

Weirdand

WackyAds

NewShape

Poing !ITC

Foods

Humor

Time

pass


4/14

STRATEGYSTRATEGIC

ROADMAPOBJECTIVES

UNDERSTANDING

BRANDBINGO!

COMMUNICATE

Emphasis on

Brand than

Product

Over the top

Advertisement

Campaign

Lack of a

coherent

message

vs

PACKAGING

Triangle shape and flat surface

Empty look and feel of packet**

**70% consumers believe Lays to have more content for the same size SKU


5/14

STRATEGYSTRATEGIC

ROADMAPOBJECTIVES

UNDERSTANDING

BRANDBINGO!

Taste

Very strong flavours**

Variants lack taste-spread**

Heavily Indianized flavours

Achari Masti Chilli Dhamaka Tomato Mischief Masti Chaat

Mad Angle variant flavour index

SweetSaltyTangy Spicy

**based on consumer perception

Lays variant flavour index

Classic Salted Spanish Tomato Magic Masala American C&O

Implications

Dominance of tangy and Spicy flavors

Catering to the Northern taste buds

Alienation of subtle taste consumers

Disconnect with most Eastern & N.E States

Lays in contrast has a much more even

taste-spread


6/14

BINGO

3Cs

STRATEGY

COMMUNICATE CONNECT CONSOLIDATE

STRATEGIC

ROADMAPOBJECTIVES

UNDERSTANDING

BRANDBINGO!

IDENTIFYING

THEGAP

Communicate in a new way

1. Brand ritual

Mad Angled Corner - to wipe

your hands

2. Brand Awareness vs Product

Awareness

Ads talking about product

benefits

Connect with your customer

1. ATL

An out of home to in-homemove associating with tea-coffeedrinking

2. Deeper involvement through BTL

promotions

Chat corners / pani puri

Aliances-Subway,CCD etc

3. New local flavors

Consolidate gains in markets

1. Vendor & Retailer loyalty program

2. Comprehensive Social media

strategyevents , competition &

engagement with fans


7/14

STRATEGIC

ROADMAPOBJECTIVES

UNDERSTANDING

BRANDBINGO!

IDENTIFYING

THEGAP

CONNECT CONSOLIDATE

BRAND RITUAL

Creating a Brand Ritual to

engage the masses

Increases brand loyalty

Grabs mind-share

Rituals are contagious

Stickiness factor

Cant be copied by the

competition

Customer Value

From BrandPresence to BrandRelevance: Inherent

customer value ofthe product

Healthier than Potato Chips

TVCscommunicating thetaste quotient andingredients (Riceand Corn meal)

Bonding

Bingo! Moments:Bonding amongstYouth

Communication about products taste and ingredients

How ?

How ?

PRODUCTAWARENESS

How ?

Communicate in a new way

Way of eating Bingo! Mad Angles

Create TVCs promoting Bingo! brandritual

Provide a rough triangular strip on thebottom corner of the pack

One eats the Bingo! and slides fingersacross the strip; hands cleaned

Variety,Novelty,

Packaging

Ingredientsand Taste

Hunger,Time pass

and Bonding

BINGO!: High on Brand

Awareness but Low on

Product Awareness


8/14

STRATEGIC

ROADMAPOBJECTIVES

UNDERSTANDING

BRANDBINGO!

IDENTIFYING

THEGAP

COMMUNICATE CONSOLIDATEChange the promotional focus

ATLCAMPAIGNS

Creating a series of

advertisements to engage the

masses with Tea and Coffee

Moments

Making it a Out-of-Home toIn-Home product

To penetrate the South IndianMarket, as its more traditional

Competition high from DesiBeats and Discount Players

TV Ads

Creating a series ofAdvertisements

Bingo Mad Angles withTea/Coffee Moments

BINGO ! Chai Time

Youths

Involve Youths in Ads(to stay connectedwith 15-25 age group)

Regional Ads

North :Kulhad

South : Steel cups

West : Cutting chai cup

East : Kulhads, Normalcups

Alliance/Partnerships : CCD, Subway, Barista, Airlines etc.

How ?

BTL CAMPAIGNS How ?

Campaigns at Food joints and

market places to engage the

masses and show them the use

of Bingo as an alternative snack

To engage the larger masses

To increase the Brand Recall

To Connect with new users to

try our product

Chaat and Bhel Stalls

Give out free samples to chaat vendors

Introducing the Triangle shaped papdi instead of circularpapdi to their customers

Easy to use as spoon to eat chaat/Bhel

Delhi : Gol Market, Bengali Market, UPSC chaat,Delhi Haat | Mumbai : Juhu chowpaty, Marine Drive

S G CG


9/14

STRATEGIC

ROADMAPOBJECTIVES

UNDERSTANDING

BRANDBINGO!

IDENTIFYING

THEGAP

COMMUNICATE CONNECT

VENDORLOYALTY

PROGRAMS

A new program to extensively

cover most vendors rewarding

them for sales

Retailers & Vendors are the

last point of contact

Small vendors like paan shops

are not focussed upon Many vendors give BINGO a

less visible position as

composed to competitors

How ?

REVAMPEDSOCIAL MEDIASTRATEGY

How ?

A stronger , more meaningful &

advantageous presence on the

web

The present BINGO page has 2

million fans but weak influence

Social media has majority of

young people

Twitter Twitter

handle

Funnytweetsfocus

Themedcontestsanddiscussions

Facebook Regular

mention ofexisting

brands

FB apps &games

Pic withBingo

Website Ads

aiming tobe viral

Newplatformfocus

Customersurveys &feedback

Lucky drawsin diffsegments forall retailers

Rewards to bebased on

cumulative

sales for a store

RewardPrograms Store control

by focus ondisplayingBINGO nearbilling area

Sponsoringretail shopssignage as

incentive

StoreControl

Consolidate gains in markets

S G IDENTIFYING THE


10/14

OBJECTIVESUNDERSTANDING

BRANDBINGO!

IDENTIFYINGTHE

GAPSTRATEGY

TIMELINE ISSUES

Product awareness ads can be

started immediately

Brand ritual needs to be researched

more among target group before the

move

Product awareness

Ads

Brand Ritual

Association with

Tea coffee

Involvement

through BTL

New Flavors

New reward

program

Redesigned Social

Media presence

Association with tea coffee needs to

launch with the brand ritual

BTL involvement can be started now

& stopped later after sufficient

traction

New flavors need development time

Rewards program and revampedsocial media presence can be

immediate

Expected outcomes include increase in sales and a long term

emotional connect with customers


11/14

THANK YOU


12/14


13/14

What describes bingo ?

Awareness about brands

Ever tried Bingo ?

Knowledge about Bingo

Recallable Properties


14/14

Tomato Mischief

Masti Chaat

Achari MastiChilli Dhamaka

Deewana

Tamatar

Dildar Masala

Flirty Lime

8%

60%

20%

10%

2%

Flavors

Plain Salt

American Style (lays)

Tomato

Chaat

No preference

Documents

Bingo analysis