TEAM ANGRY BULLS

CHIRAG JAIN KARAN SHARMA TASNEEM AHMAD SYED ASHRAF HUSSAIN

OBJECTIVES

UNDERSTANDING THE BRAND BINGO!

IDENTIFYING THE GAP

STRATEGY

STRATEGIC ROAD MAP

How to respond all the me-too products being launched by competition, particularly Kurkure Desi Beats ?

How to engage the larger masses to try our product and how to maintain the loyalty of the existing franchise

CHALLENGE
How to respond to the Discount players copying the format and giving additional quantities ? How to increase the market share in South Indian Market ?

DEFEND

ATTACK

UNDERSTANDING THE BRAND BINGO !

IDENTIFYING THE GAP

STRATEGY

STRATEGIC ROADMAP

OBJECTIVES

UNDERSTANDING BRAND BINGO !

Identifying the Gap

STRATEGY

Expected Outcome

Strategic Road Map

Indian Flavors Time pass Weird and Wacky Ads

What is Brand Bingo! ?

Bingo! is positioned as a youthful and innovative snack offering the consumers with choice in terms of both formats and flavors including Local tastes Bingo has a unique musical sound that is loved by everyone, which is remembered by everyone and it is used to recall the brand by every age group

Humor

New Shape

ITC Foods

Poing !

Satisfaction : Average Minimum purchase Its Differentiated Brand, sets apart from other brand Youthful, Mischievous and Fun Recognition at 87% and Brand Recall at 70% BINGO ! Brand Equity

OBJECTIVES

UNDERSTANDING BRAND BINGO !

IDENTIFYING THE GAP

STRATEGY

STRATEGIC ROAD MAP

COMMUNICATE
Emphasis on Brand than Product Over the top Advertisement Campaign Lack of a coherent message

PACKAGING
Triangle shape and flat surface

vs
Empty look and feel of packet**

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

OBJECTIVES

UNDERSTANDING BRAND BINGO !

IDENTIFYING THE GAP

STRATEGY

STRATEGIC ROAD MAP

Taste Very strong flavours** Heavily Indianized flavours Variants lack taste-spread**

Mad Angle variant flavour index

Achari Masti

Chilli Dhamaka

Tomato Mischief

Masti Chaat

Implications
Lays variant flavour index 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 Classic Salted Spanish Tomato Magic Masala American C&O

Tangy
**based on consumer perception

Salty

Sweet

Spicy

OBJECTIVES

UNDERSTANDING BRAND BINGO !

IDENTIFYING THE GAP

STRATEGY

STRATEGIC ROAD MAP

BINGO 3Cs STRATEGY

COMMUNICATE
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
Connect with your customer 1. ATL An out of home to in-home move associating with tea-coffee drinking 2. Deeper involvement through BTL promotions Chat corners / pani puri Aliances-Subway,CCD etc 3. New local flavors 1.

CONSOLIDATE
Consolidate gains in markets

Vendor & Retailer loyalty program

2.

Comprehensive Social media strategy events , competition & engagement with fans

OBJECTIVES

UNDERSTANDING BRAND BINGO !

IDENTIFYING THE GAP

COMMUNICATE

STRATEGY CONNECT
CONSOLIDATE

STRATEGIC ROAD MAP

Communicate in a new way Creating a Brand Ritual to engage the masses

Way of eating Bingo! Mad Angles

Create TVCs promoting Bingo! brand ritual Provide a rough triangular strip on the bottom corner of the pack One eats the Bingo! and slides fingers across the strip; hands cleaned

BRAND RITUAL

How ?

Increases brand loyalty Grabs mind-share Rituals are contagious Stickiness factor Cant be copied by the competition
Variety, Novelty, Packaging Ingredients and Taste

How ?
Customer Value From Brand Presence to Brand Relevance: Inherent customer value of the product Healthier than Potato Chips TVCs communicating the taste quotient and ingredients (Rice and Corn meal) Bonding Bingo! Moments: Bonding amongst Youth

Hunger, Time pass and Bonding

PRODUCT AWARENESS

How ?

BINGO!: High on Brand Awareness but Low on Product Awareness

Communication about products taste and ingredients

OBJECTIVES

UNDERSTANDING BRAND BINGO !

IDENTIFYING THE GAP

COMMUNICATE

STRATEGY
CONNECT
CONSOLIDATE

STRATEGIC ROAD MAP

Change the promotional focus Creating a series of advertisements to engage the masses with Tea and Coffee Moments
ATL CAMPAIGNS
How ?

TV Ads
Creating a series of Advertisements

Youths Regional Ads

North :Kulhad South : Steel cups West : Cutting chai cup East : Kulhads, Normal cups

Involve Youths in Ads Bingo Mad Angles with (to stay connected Tea/Coffee Moments with 15-25 age group) BINGO ! Chai Time

Making it a Out-of-Home to In-Home product To penetrate the South Indian Market, as its more traditional Competition high from Desi Beats and Discount Players

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

Campaigns at Food joints and market places to engage the masses and show them the use of Bingo as an alternative snack
BTL CAMPAIGNS How ?

Chaat and Bhel Stalls

Give out free samples to chaat vendors Introducing the Triangle shaped papdi instead of circular papdi to their customers Easy to use as spoon to eat chaat/Bhel

To engage the larger masses To increase the Brand Recall To Connect with new users to try our product

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

OBJECTIVES

UNDERSTANDING BRAND BINGO !

IDENTIFYING THE GAP

COMMUNICATE

STRATEGY
CONNECT

STRATEGIC ROAD MAP

CONSOLIDATE

Consolidate gains in markets

A new program to extensively cover most vendors rewarding them for sales
VENDOR LOYALTY PROGRAMS
How ?

Reward Programs

Lucky draws in diff segments for all retailers Rewards to be based on cumulative sales for a store

Store Control

Store control by focus on displaying BINGO near billing area Sponsoring retail shops signage as incentive

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

A stronger , more meaningful & advantageous presence on the web

REVAMPED SOCIAL MEDIA STRATEGY How ?

Funny tweets focus Themed contests and discussions

Facebook

Website

Twitter

Twitter handle

Regular mention of existing brands FB apps & games Pic with Bingo

Ads aiming to be viral New platform focus Customer surveys & feedback

The present BINGO page has 2 million fans but weak influence Social media has majority of young people

OBJECTIVES

UNDERSTANDING BRAND BINGO!

IDENTIFYING THE GAP

STRATEGY

STRATEGIC ROAD MAP

TIMELINE ISSUES
Product awareness Ads Brand Ritual

Product awareness ads can be started immediately Brand ritual needs to be researched more among target group before the move 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

Association with Tea coffee Involvement through BTL

New Flavors

New reward program

Redesigned Social Media presence

Rewards program and revamped social media presence can be immediate

Expected outcomes include increase in sales and a long term emotional connect with customers

THANK YOU

Recallable Properties

Awareness about brands

Ever tried Bingo ?

Knowledge about Bingo

What describes bingo ?

Flavors
2% 10% 8% 20% 60% Plain Salt American Style (lays) Tomato Chaat

No preference

Chilli Dhamaka

Achari Masti

Tomato Mischief

Flirty Lime

Deewana Tamatar

Masti Chaat

Dildar Masala