A

 Presentation
 On
 Consumer behavior


 Submitted to: Prepared By:

 Prof. Shefali Jain Mrugesh Panchal (1235)
 Hiren Sonara (1223)
 JigarSharma (1222)
 KaushalShah (1242)



 Introduction
• The launch of Bingo! in March 2007
marked ITC's foray into the fast
growing branded snack foods
segment. Bingo’s portfolio includes
an array of products in both Potato
Chips & Finger Snacks segment.


• Bingo owns the platform of a youthful

and innovative snack offering. The
snacks be available in packs priced
at Rs. 5/- and Rs. 10/- Bingo is to
be available nationally across a
majority of towns and cities.
 ITC launched BINGO
• 'Bingo' set to tickle Indian
snacking palate & cater to the
fast growing snacking habits
• The launch of Bingo is symbolic of
ITC Foods' distinct approach of
introducing innovative and
differentiated products in a largely
undifferentiated market place.
 Portfolio / Segment of
BINGO
• Potato chips
• Finger snacks

 Potato Chips
• The Potato Chips offerings comprise
the ever-popular Salted, Masala
and Tomato flavours, as well as
some innovative variants inspired
by the snacking habits of different
parts of the country like Chatkila
Nimbu Achaar.
• Bingo! – International Cream &
Onion is the brand’s latest addition
to its existing unique and exciting
range. Keeping in sync with the
Bingo! philosophy, this variant
brings with it a unique combination
of cheese, cream and spring
onions, giving it a truly
international flavour.
•
•
 Finger Snacks
• The Finger Snacks segment, the
innovative 'khakra inspired' Mad
Angles has become an instant hit
among consumers.
• 3 Flavours
– Tomato Mischief,
– Chilli Dhamaka
– Achaari Masti.

• Finger Snack ‘Hatke Jhatke’,
appropriately shaped like a wave,
takes Bingo!’s philosophy of
‘combinations’ forward with two
exciting flavours - Funky Masala
& Tomato Twist.
 Cont…
• The offerings under the Finger
Snacks segment are equally unique
presentations with innovative finger
foods like the pakoda inspired Live
Wires, Khakra inspired Mad Angles
and the specially developed time
pass snack in the form of Tedhe
Medhe.
• Each offering under this segment is
available in two variants making it
a total of 6 products in the Finger
Product


• 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 (Cont…)
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.
•
Price
• 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.
•
Place
• 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
•
Promotion
• 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
Segmentation
Geography
North
South
East
West Plain
Salted

Taste Mustard Sting Nimbu Flavour

Salted
Mustard sting
Nimbu
Chilly

Spicy Red/ Chilly

 Segmentation

Demographic (Age) Targeti

ng

Psychographic
(Attitude/Behavior)
 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

Lays is positioned as a very good

quality snack with international
No one can eat just One..! taste.
 Brand identity Prism
ITC , Innovative ,
Shapes , Experimentative
Games , Poing !!!
e Per
i qu son
ys al
Relationship Ph ity

Culture
Indian ,
Outgoing , Fun loving Different

Cus
Ref tom e r’s
m
lec er’ s to f- n
ti s Cu Sel tio
on c
o je
pr
Cool ,
Young at heart I am Bindaas !!!
 Strategy
• Bingo is strategically timed around
the World Cup to leverage the
tremendous popularity that such
leisure and cocktail snacks will find
among cricket lovers in the country.
So cricket lovers can enjoy their
favourite matches while savouring
an all-new range of innovative
Bingo snacks during this World Cup.
 Advertisement
• Potato chips
– It is a funny advertisement with good
messages.
– In a Potato chips advertisement, they
show that Company make lots of
research to make the potato chips.
– In the ad, they show the laboratory for
doing research.
– People can eat Bingo potato chip in any
conditional either it will be normal,
unpleasant.
– At the last researcher are doing party, it
indicate that people can eat at the
 Advertisement
• International Cream and Onion:
– In the ad they show villagers, in
indicate that bingo would be also
available in the rural area.
– It is like a snack which would be
import from foreign country but
made in india.
– It also used in marriage ceremony as
snack.
 Advertisement
• Mad Angles
– There are five persons sitting in the
boardroom for business discussion.
It gives message that if business
person eat bingo mad angle at the
time of business meeting any
decision is the right.
– This advertisement target the
business person.
– They show the ingredient of the mad
angels.
• In the second advertisement they
target the pregnant women who
are also like to eat Bingo Mad
angle.
• For making this kind of aachar
product they had done the
research.
Marketing Strategy adopted by SMART
CHIPS
(The Market NIChER)
S m a rt C h ip s co m e s in 4 d iffe re n t
fla vo rs:

S im p ly S a lte d
Ta n g y To m a to
C ra zy C h a t
M a ch o M a sa la
Product strategy

Among its competitors, Parle has had a tough 
time gaining a considerable market share for 
its snack offerings. Must Bites & Must Sticks 
together account for 5­7 percent of the total 
organized wafer chips segment
 
Pa rle M o n a co re ce n tly e n te re d th e ch ip s
se g m e n t w ith its h e a lth y va ria n t ca lle d
“ Smart Chips ” . Realizing the recent market
tre n d o f b e in g m o re ‘ h e a lth co n scio u s’,
Pa rle , th ro u g h S m a rt C h ip s h a s ca rve d o u t
its o w n n ich e . H ig h lig h tin g it’ s U S P o f b e in g
b a ke d ra th e r th a n frie n d .
Pricing strategy
S im ila r to co m p e tito rs, S m a rt C h ip s
co m e s in tw o S K U ’ s. R s. 5 fo r a 2 5
g m p a ck a n d R s. 1 0 fo r a 5 0 g m
p a ck
Promotional strategy
Ø T h e a d ca m p a ig n , h a n d le d b y
T h o u g h tsh o p C o m m u n ica tio n s,
fe a tu re s A a m ir K h a n a d vo ca tin g th e
b e n e fits o f b a ke d ch ip s o ve r th e
frie d o n e s ta kin g a su b tle sh o t a t
co m p e tin g b ra n d s
Ø
Ø T h e a d h ig h lig h ts th e U S P o f th e
p ro d u ct in a h u m o ro u s w a y w ith o u t
so u n d in g to p re a ch y o r se rio u s,
w h ich e n a b le s it to sta n d o u t fro m
th e clu tte r.
Distribution strategy
Ø B e in g a ve te ra n p la ye r in th e
fo o d a n d sn a cks se g m e n t, Pa rle
a lre a d y h a s a w e ll- e sta b lish e d
fra m e w o rk o f d istrib u tio n th ro u g h
its b iscu its a n d o th e r sn a ck
o ffe rin g s. T h is h a s e n a b le d Pa rle to
d istrib u te S m a rt C h ip s e ffe ctive ly ,
re a ch in g m illio n s o f re ta ilo u tle ts.
Ø
Ø T h u s, w ith th e a d ve n t o f S m a rt
C h ip s, Pa rle h a s ca rve d o u t a sm a ll
n ich e fo r itse lf a im e d a t th e h e a lth
co n scio u s sn a ck -lo ve rs. H o w e ve r, it
Learning’s from the competitors.
 References:
• http://www.itcportal.com/itc-business/fmcg/foods/bingo.aspx
• http://www.itcportal.com/about-itc/newsroom/press-releases/PressRe
• http://www.imagesretail.com/support_jan_suplychain.htm
• http://www.televisionpoint.com/news2009/newsfullstory.php?id=124
• Official Websites of Fritolay, Parle, Balaji, Bingo among other
brands
• http://www.afaqs.com/perl/news/story.html?sid=20324
• http://www.moneycontrol.com/news/business/frito-lay-loses-snack-m
• http://www.bizdewz.com/parle-monaco-smart-chips-vs-lays-or-aliva/
• http://www.afaqs.com/perl/news/story.html?sid=25651
• http://economictimes.indiatimes.com/news/news-by-industry/cons-pr
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