INTRODUCTION OF NEW BRAND
Making of a new Brand: Bingo
By: Group-5
Group 5:
OBJECTIVE OF THE PROJECT
To find, Study and evaluate the process followed by company in Introduction of NEW BRAND: Taking example of ITC Bingo.
ABOUT
The launch is symbolic of ITC Foods' distinct
approach of introducing innovative and
differentiated products in a largely
undifferentiated market place.
Bingo’s launch was strategically timed around
the World Cup.
The idea was to get the consumer to take that
first bite.
The company has positioned this brand as a
fun brand targeting at the youth.
The snacks are available in packs priced at Rs.
5/- & 10/-
FLAVOURS
Bingo’s portfolio includes an array of products in both
Potato Chips & Finger Snacks segment.
The Potato Chips offerings comprise of 4 innovative
variants inspired by the snacking habits of different
parts of the country as well as Masalas, Salted and
Tomato flavours.
ITC Foods 6
BINGO! ~ PRODUCT PORTFOLIO
BINGO! ~ PRODUCT PORTFOLIO
Bingo provides innovative finger foods like the
pakoda inspired Live Wires,
Khakra inspired Mad Angles and time pass
snack in the form of Tedhe Medhe.
The Potato Chips offerings include Salted,
Masala and Tomato flavours, Chatkila Nimbu
Achaar, etc.
Bingo! – International Cream & Onion is the
brand’s latest addition to its existing unique
and exciting range.
RESEARCH
Company’s in house research team of eight members
Studying home made snacks;- bhel, gol gappas
70% of those survey conformed Chef to dish out new and testy
combination of existing delicacies
Purpose of Research
To find the position and perception of Bingo as a brand in Consumers Mind.
To understand launching strategy of a new brand (Bingo) and its effect on consumers perception and Brand positioning.
Research Design
Category of research: Descriptive. Exploratory.
Data Collection Method Primary Data: From Consumer of Bingo and
Frito lays. Questionnaire- Respondents were asked
open and close ended questions to prospects. Secondary Data : To understand the
launching strategy of Bingo. From various journals and research papers and
sites.
RESEARCH DESIGN CONT….
Sampling Design Target Population: Consumers of Snacks
like Bingo and Frito Lays etc. Sampling Technique:
Convenient and Judgmental Sampling Technique.
Sample Size = 20
ABSTRACT: STRATEGY FOLLOWED BY ITC IN BRAND CREATION BINGO !
Research on Consumption Habit and consumer behavior by ITC
Need Recognition Field research by interviewing 1000 respondents Need and availability GAP analysis Segmentation of Target audience Demographics (age 18-30) Product creation With consumers preferred flavors. Positioning High frequency promotion. Vast distribution.
STRATEGY BASED ON 4PSProduct
Price
Place
Promotion
4 Ps
Bingo! positioned itself with its Indian flavors such as Tandoori Paneer, Tikka, Spice Paneer etc.
The segmentation was mainly done on basis of the age of the people.
The offerings under the Finger Snacks segment are unique and innovative
Product
Packaging ITC has done the packaging such that
the product attracts the buyer. It launched packs with different
quantity keeping in mind the specific consumer demand.
Product (Cont…)
Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10 and 20.
Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether ITC can leverage upon its huge distribution network to counter this.
Price
ITC has adopted a Market Challenger strategy with the launch of Bingo
It has chosen a combination of flank and frontal attack against the market leader Frito Lay’s.
ITC has made a strategic alliance with Future group
Place
HORECA entire cigarette distribution network
including. Initially Bingo sponsored many Bingo
Remix nights in various clubs as well.
Place (Cont…)
Bingo’s launch was strategically timed around the World Cup
Within a month of the launch of the initial advertisements, 70% of the viewers could recall the brand thus capturing a share of the mind of the consumers
Promotion
Bingo's advertising follows the AIDA model No Brand Ambassador Comes in unique shapes for better
recognition Brand recall along with 16 flavors
Promotion (Cont…)
VALUE PROPOSITION
• Variety & innovation in a largely undifferentiated market
• Foray into the “Health Snacks” segment by introducing Bingo as
baked-chips
• ITC launched BINGO in 16 flavors to cater to tastes of the country
• Leveraged the retail and marketing expertise of ITC Foods
27%
16%45%
12% HaldiramBingoLaysOthers
After the launch of Bingo, Dec 08
25%
65%
10%
HaldiramLays
Before the launch of Bingo, Mar 07
Market Share: Organized Sector
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 GroupAttitude/BehaviorGeographyTaste
Indian Geography & Taste
West
NorthEast
South
TARGETING
20-35
Years
Demographic Age Group
Outgoing,Fun Loving,
Bindaas
Attitude / Behavior
Spicy / Red Chilly
Mustard Sting
Nimbu Spicy
Plain Salted
POSITIONING
Bingo! is positioned as a youthful and innovative snack, offering the consumers with choice in terms of both formats and flavors including Local tastes.
Crisp and Clear Punch line
No one can eat just One..!
Lays is positioned as a very good quality snack with international taste.
COMPETITORS
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
28
WHAT’S IN MY NAME ?? (BRAND NAME)
Easy to pronounc
e
Recallable
Exclamation MarkTrendy
and Fun
Catchy
WHO 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
The unique shapes in which it comes, which
makes it easily recognizable amongst the
consumers.
30
WHAT DO I POSSESS?? (BRAND PROPERTY)
Bingo has a unique musical sound that is
loved by everyone.
It is one of the properties that is remembered
by everyone and it is used to recall the brand
by every age group.
HOW DO I LOOK? (BRAND PACKAGING)
The packaging is very attractive
with dominant variant color, crimp
border colors and a pictorial view
of the flavor.
This property of flavor depiction is
very informative for consumers
and a layman can also associate
with it.
The names provided to various
variants are very traditional and
Indian, so that people can easily
understand the flavor.
WHAT DO I PORTRAY? (BRAND PERSONALITY)
Stylish and Cool
Innovative
Experimentative
Adventurous
ADVERTISEMENTS
The advertising strategy used humour to sell Bingo.
ITC used a 360 degree brand building effort to boost the
new launch.
Ogilvy & Mather (O&M), focused to position the brand
as youth-centric.
The variety came through a series of fun campaigns —
consumers were asked to design the ads for Bingo using
the angular shape of the chips as the central theme.
Crowd sourcing which serves two purposes – it engages
the end-consumer and the campaign is done at the
lowest possible cost.
MERCHANDISING
MERCHANDISING BINGO! Superior material (Moulded plastic) provides
better aesthetics
Increased Visibility of packs with amphi-
theatrical tray design
Slotting allows for standalone vertical
stability of packs
Modularity & Standardization
Entry with 3 trays to avoid excessive
inventory/empty space
Whenever needed, 4th tray can be
introduced
Air Hanging Solutions
Hangers
Net Baskets
MARKET WARFARE
BINGO!
Most of the advertisements were considered vague
In initial stages about 70% of viewers could recall
the brand.
This helped in capturing 16% of market share in
just 18 months.
The Advertising was highly successful in creating
Brand Awareness
LAYS
Frito Lays has revamped the product by
reducing the saturated fat content by 40 per
cent.
Healthy snacks is the next buzzword.
Frito Lays is expected to launch Rs 3 packs for
higher penetration.
SUCCESS FACTORS
High Decibel Advertising : Bingo was able to
capture the Share of Noise through its heavy spend.
Novelty Factor : The snack market is driven by
impulse purchases
Regional Flavors: Lays was the first to localize
flavors but Bingo specialized on local flavors and
the key differentiator was the Localized flavors.
Distribution strength: The strong distribution has
helped in terms of Shelf Space and retailer support.
BRAND IDENTITY PRISM
ITC, Shapes,Games,
Poing!!!
Innovative,
Experiment-ative
Indian, Differen
t
I am Bindaas!
!!
Cool, Young at
heart
Outgoing, Fun loving
Physique
Customer’s Reflection
Customer’s
Self-
projection
PersonalityR
ela
tion
sh
ip Cu
lture
SURVEY
Q1. Which flavour do you like the most? Masala Potato Chip
8% Salted Potato Chip
3% Tomato Potato Chip
8% Chatkila Nimbu Achar Potato Chip
3% Tandoori Paneer Tikka Potato Chip
8% Mad Angles
61% Tedhe Medhe
3% Livewires
6%
CONT……….
Q2. What do you like about Bingo?
1. Taste (47%)2. Variety (11%)3. Quality (16%)4. Price(8%)5. Quantity(13%)6. Packaging (5%)
CONT……………
Q3. How satisfied are you with Bingo?1. Very satisfied (44%)2. Somewhat satisfied(39%)3. Unsatisfied(17%)
CONT…….
Q4. before switching on to Bingo which snack did you prefer?
1. Lays (35%)2. Kurkure (15%)3. Uncle chips (30%)4. Haldiram Namkins(20%)
SURVEY ANALYSIS
1.1 Frequency of chips purchase
1.2 AWARENESS ABOUT BRANDS
Lays 85 96%
Kurkure 81 91%
Uncle Chips 65 73%
Pringles 44 49%
Bingo 77 87%
Desi beats 44 49%
Haldiram namkeens 69 78%
Other 13 15%
1.3 KNOWLEDGE ABOUT BINGO!
Friends 7 8%
TV commercials 82 94%
Posters 1 1%
Retail Shops 25 29%
Other 3 3%
1.4 TRIED BINGO!
Yes 69 79%
No 18 21%
1.5 NO. OF FLAVOURS TRIED
1 - 2 Flavours 52 75%
3 - 5 Flavours 16 23%
6 or more Flavours 1 1%
1.6 IMPACT OF BINGO COMMERCIALS ON BUYING DECISIONS DID YOU BUY BINGO! AFTER WATCHING THE COMMERCIAL
Yes 39 46%
No 45 54%
1.7 RATING BINGO
1.7.1 Flavours
1.7.2 Packaging
Not Good 11 14%
50 66%
Very Good 15 20%
Not Good 5 6%
51 65%
Very Good 23 29%
1.7.3 Name Appeal
1.7.4 Availability
Not Good 16 20%
29 36%
Very Good 35 44%
Not Good 11 14%
38 49%
Very Good 29 37%
1.7.5 Taste
Not Good 14 19%
51 69%
Very Good 9 12%
1.8 WHAT DESCRIBES BINGO!?
Energetic 9 11%
Cool 13 15%
Fun 32 38%
Hot 9 11%
Sweet 1 1%
Youthful 22 26%
Mischievous 34 40%
None 16 19%
1.9 RECALLABLE PROPERTIES
Jingle (Poing..!!!) 49 58%
Characters of the commercial
22 26%
Jokes 28 33%
Brand Name 27 32%
NODAL MAP FOR BINGO!
Indian flavours
Senseless ads
New Shapes
Poing!
ITC FoodsWeird and wacky ads
Party time
Lays is better
Humour
Bad taste
Timepass
55
bole to?????
Good traditional
Indian flavours but I love to
consume those
flavoured items as
dishes in the restaurant
I try Bingo because it
stands apart, different from
the crowd, almost edging
on "weird"
Differently shaped, cool and fun chips to have
Too many
flavours confuse me!!!!
Not able to differentiate whether it is
Indian or internationa
l
Amazing taste!!!!
PROBLEMS
Stagnant Market Share
Brand Loyalty of Lays customer is posing threat to Bingo
Many of the flavors of Bingo are having the same look
and packaging
Advertisements have failed in creating an urge among
customers to go and buy a pack of Bingo
Unawareness of the variety of flavours
Threats of local players
Taste and too many flavours
ITC Foods 59
BINGO! ~ PRODUCT PORTFOLIO
SUMMARY OF FINDINGS
From the respondents we can conclude that Indian consumers had a taste of INDIANNESS and DESIPAN while selecting the snacks with excitement and novelty in their hearts. Apart from shape, flavor and taste, satisfaction was high on their priority list which could not be compromised.
RECOMMENDATIONS
BRAND PACKAGING
Bingo! can come up with different shapes of
packaging. A triangular pack can be one of the
options
Benefits:
Different packaging always attracts consumers
Novelty sustains the consumers’ interest in the brand
Usage of different colors for packaging
different flavors, so that the customer is able to
differentiate among various flavours available
BRAND PROMOTIONS
Seasonal promotions
Gift packs: Combo packs in festival
season with 4-5 flavors
Tie up with Coca Cola: At time of
Diwali, Cricket Tournaments etc…
Title sponsors for programs
targeting the youth
E.g. Splits Villa on MTV, Indian idol
etc
CHANGE IN ADVERTISING
Change in Advertising: The existing advertisements have
been successful in creating brand awareness. The new
advertisements will focus more on taste and variety of flavours
available and tempting the consumers to purchase the product
after seeing them.
A continuing character will be used in the advertisements.
An animated potato will be used in the advertisements, where
the tastes of the various flavors will be theme the
advertisements
FLAVOURS
Having too many flavours is causing some
problems because customers can’t differentiate
between. So many (16) variants is a good option to launch with so that
people are tempted to try each of them
But gradually they can reduce from their portfolio, the ones which
they come to know are not doing well in the market
So this would also reduce the problem of confusion amongst the
consumers.
CONTESTS
To launch a ‘send in your Bingo!
Recipe’ contests.
Thank You