What is Strategy ?A strategy is a long term plan of action designed to achieve a particular goal, most often "winning". StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

What is Product Life Cycle ? The Product Life Cycle refers to the succession of stages a product goes through. StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Product Life CycleProduct Life CycleStrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Case StudyStrategyPLCAbout CompanyBingoIntroduction StageGrowth StageITC LIMITED

About ITCMarket Capitalization :- US $ 18 billionTurnover :- US $ 4.75 billionIndia's top 10 `Most Valuable (Company) Brands

Diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging,Agri-Business, (e-chopal)Packaged Foods & Confectionery, Information Technology, (ITC info tech)Branded Apparel, Personal Care, Greeting Cards, Safety Matches and other FMCG products

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

About ITCVisionSustain ITCs position as one of Indias most valuable corporations through world class performance, creating growing value for the Indian economy and the companys stakeholders.

Mission To enhance the wealth generating capability of the enterprise in a globalizing environment , delivering superior and sustainable stakeholder value.StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

About ITCCorporate Strategies :-Developing a portfolio of world classContinuous focus on chosen portfolioBenchmark each businessWorld class & Internationally competitiveDiverse skills & CapabilitiesDistributed Leadership

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

ITC Foods Launches BingoFifth major line of foods businessInnovative and Differentiated Array of products in both Potato Chips & Finger Snacks segment.Fast-moving branded snack market growing 30 % every year

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Introduction Stage

Characteristic of PLC - BingoStrategyPLCAbout CompanyBingoIntroduction StageGrowth StageSalesCostsProfitsCustomersCompetitorsMarketing ObjectivesStrategic ProductPriceDistributionAdvertisingSales Promotion

ResearchCompany's in-house research team of eight people Studying Home Made Snacks e.g.:- Bhel, Gol Gappas , Khakra etc.70 per cent of those surveyed confirmedChefs to dish out new and tasty combinations of existing delicacies.

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Offerings from BingoInitial offerings:-Potato ChipsFinger Snacks segmentPotato Chips Variants:- (Habits of different parts of the country)Masala FlavoursSalted FlavoursTomato FlavoursSouth inspiredFinger Snacks offerings:- (Unique & Innovative)Pakoda inspired Live WiresKhakra inspired Mad AnglesTedhe Medhe

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Marketing ObjectiveStrategyPLCAbout CompanyBingoIntroduction StageGrowth StageTarget is placement of all merchandising units across the market in a months timeCreate Identity in a Short SpanOffering a wide rangeReach every nook & cornerDistinct Approach ( Innovative & Differentiated products)

SalesStrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage16% Market Share in the snacks industryCostsManufacturing Facility Haridwar (Rs 700 crore)Offering a higher margin (4% -5%)Future investment of 150 croreRs 60-70 crore on campaignCompetitionFrito LaysKurkureBalaji

ProfitsStrategyPLCAbout CompanyBingoIntroduction StageGrowth StageLow Profit ( as compared to other rival products in Branded Packaged Food)Customers Type: youthful and innovators Age Group : 16 35 Customer type: Packed-snack-on-the-go Category: Impulse buy category HORECA (hotels, restaurants and cafes)

PriceStrategyPLCAbout CompanyBingoIntroduction StageGrowth StagePriced at par with Frito'sUSP -16 variantsPriced at Rs. 5/- and Rs. 10/-

Distribution Cigarette brands are available at most pan shops Retail tie-ups, Biyani's Future Group Big Bazaar 360-degree approach

AdvertisingStrategyPLCAbout CompanyBingoIntroduction StageGrowth StageBindass ChannelWebsiteTimed around the World Cup Television CommercialsOutdoor HoardingsMerchandise rack (500- 600 0utlets)

Tele-Marketing AdsFive 30 second commercial at same timeAds dubbed in HindiBetter Brand RecallFocus on Products & Brand ManagementTag Line focus on combination of offersYouth Channels e.g :- Star, MTV, Zee etc

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

InternetTarget Audience :- Age group of 16-35Website :- www.bingeonbingo.comVirtual WorldFree offersGamesDownloadsMobile gamesBanners :- Yahoo, Rediff & SifyStrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Radio & HoardingsYoungsters traveling hours20 spots a day Radio One & Radio MirchiOutdoor Hoardings in Top 30 cities

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Sales PromotionPromotional Events Tie upsMulti media CampaignAdvertising Blitzkrieg 4-5 per cent higher margin.The brand also tied-up with the Aero smith rock concert.Bingo is using a high-decibel launch campaign strategy.

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Growth Stage

Bingo @ Growth StageEaten up Market Share of Lays in 9 months16% market share @ Snack marketNow aiming for 25%Lays share reduce from 65% to 45%High Decibel Advertising Novelty Factor Regional Flavors Distribution StrengthStrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

Bingo! It's Frito Lay's loss, ITC's gainPepsiCo's Frito Lay snacks replaced with ITC's BingoStriking at the small shops Heavy dose of advertising in this year's cricket World Cup

StrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

ITC Foods to give second life to Bingo website AvatarPointsWhole menu card of Web 2.0 featuresDifferent life to AvatarStrategyPLCAbout CompanyBingoIntroduction StageGrowth Stage

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