Shriyans Saxena (40B) shriyans_d14@iift.ac.

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Aashendra Pratap Singh (1A) aashendra_d14@iift.ac.in +91-9540554700 Submitted By: Team Illuminati Arpit Kulshreshtha (12A) arpit_d14@iift.ac.in +91-9717724746

Koustoov Dutta(20A) koustoov_d14@iift.ac.in +91-8376985706

ITC Interrobang Season 3: Bingo! Bingo! Mad Angles Case Challenge

Restricted Perception and Recall Recall of Mad Angles spilling over that for entire range Modifying Positioning Strategy

Current Positioning: Bingo!

Bingo! is positioned as a youthful and innovative brand, offering consumers a variety of choices Brand Essence: Mad, uninhibited, desi fun Touched chord with consumers through humorous and irreverent advertising The current communication of Bingo! is as follows: Mad Angles- Har Angle se Mmmm! Yumitos- Take a Yumitos Break! Tedhe Medhe- Har Stick mein alag twist! Tangles- Khaoge to Khilaoge!

Addressing expectationexperience mismatch

Developing focused Communication and Media plan

Mapping Brand positioning statement to the image for every sub brand

Issues Addressed
FGDs and IDIs were conducted to understand the snacking landscape and purchase behavior. Concept testing was done to understand the brand recall and thereby arrive at the current identity of Bingo super and sub brands Brands perception mapping was carried out to gauge an idea about the brands identity and to identify the gaps in current branding strategy Manifestation of consumer insights for repositioning of brands was carried out Primary survey was carried out across different regions (Bhopal, Lucknow, Kolkata, Banglore and Pune) The insights from qualitative surveys were verified via quantitative survey

Qualitative FGD (Sample Size 12) & Retailer(Sample Size 20)

Quantitative Primary Survey(Sample Size-83)

Bingo! Context and Brand Analysis

Brand Archetype: Jester
Brands under this archetype have following features: Fun, irreverent and joyful Individualistic and enjoys life for own sake Desires for change Brings in change and happiness to all around it

Male 17-30 Years Middle Class Self Made Irreverent No Nonsense attitute Desi Chique Cool Friend for chilling out

POP- POD Analysis: Bingo!

Competitor
Other Chips brands

POP
Convenience, Cost, Hygiene, Some Common flavors Cost effective, satisfying, Customized to Indian palette Hygiene (In most cases)

POD
Shape, Value for money, Quantity, Experience, Variety, Image Convenience, Hygiene, Image, Experience, Freshness Economical, convenient, Less variety, Experience

Local Snacking options (Samosa, Dhokla, etc) Restaurants, Other eating joints

Male 30-40 Years Upper/ Upper-Middle Class Energetic, Aggressive and Active Gives a good impression Sauv Considered by most as a friend

Female 18- 30 years lower middle class/ middle class Irreverent Desi Impetus on Family time Naughty

Brand Persona Comparison

Survey Findings
Consumer Survey
Mental Map: Bingo Key Insights
What is the gesture by a person that indicates that he is enjoying his food?
Person eating non-stop Licking fingers Eating with eyes closed Savoring the taste

Focused Group Interviews

Brand Recall for Bingo is high, but Bingo is mostly associated with Mad Angles Brand Personality: Male,17-30, Friendly, Go Getter, Middle Class Though Bingo promotional campaigns register with the consumer, the Sub Brands dont Homely Feel Factor: Flavors give a feel of home-made and local snacks; helps in creating diffentiation

Consumer Recall (Salty Snacks) Reason to Buy: Bingo

100 90 80 70 60 50 40 30 20 10 0
Value for Money

Retailer Survey
Key Insights
Mad Angles has a heavy pull: Demand is substantial Tedhe Medhe: The brand is stocked mostly as a substitute to competitor Kurkure, with small retailers prefering not to stock the product at all Yumitos: The push from ITC is very heavy, though demand is yet to pick up In Modern Retail Chains: Overall shelf space is low when compared to Frito-Lays, and amongst Bingo SubBrands, Mad Angles occupies the most space

Aided Unique Shape (2 Clue) Peer Aided Acceptability (1 Clue)

Ad. Campaigns

4 3 2 1 0

Taste

Packaging

Brand Name
Availability

KEY OBSERVATIONS:
Bingo is liked for its : Desi Taste, Brand Name and Availability, but most consumers associate Bingo only with Mad Angles

Consumer recall for Bingo as a brand is high, though not so for sub brands Mad Angles is the best performing sub-brand judged by most parameters Bingo promotional campaigns are known for their fun element, but do not positively affect the Brand recall for the sub-brands

Bingo! Proposed Brand Positioning

To young, active, go-getters with a different perspective, Bingo! is a brand that provides a spicy variant and that appeals in a desi way to their lighter, more humorous side

Khud ko rok na Paoge!

Image of the Sender

Physical Facet: Unique Shape, Different Texture, Smart packaging Personality: Friendly, Smart, Self Confident, Irreverent

Internalization

Externalization

Relationship: Cool Friend, Symbolizes good times

Khud ko Rok na Paoge !

Culture: Desi, Diverse, Home made feel

Celebrity Brand Personality

The Brand Personality and values should be reinforced, in fact, extended by the brand ambassadors personality SELF-MADE AMBITIOUS YOUNG FUN & ATTRACTIVE COOL DESI CHIC GO-GETTER

Reflection: 17-30 yrs agegroup, Fun loving, outgoing

Self Image: Cool , Funny, No nonsense attitude

Image of the Receiver

Proposed Brand Identity Prism

Bingo! Sub Brand Positioning

Why Change?
10
Top of

10 Mind
Unaided (some doubt)

9 8

Top of Mind recall is only based on unique shape Varied Flavors are appreciated by consumers, but not uniquely identified with Mad Angles Survey suggests consumers prefer Desi Taste, but Mad-Angles has not capitulated on this inherent strength
Desi Taste Int. Flavors

Life

ka Chatpata angle

Bingo Mad Angles

7
6 5 4 3 2 1
Aided (2 Clues)

Doesn't Matter

How?
Aided (1 Clue)

USP : Mad Angles Very High Visual Brand Recall

Heavy pull for the product Mad Angles is synonymous to Bingo in customer psyche Highest shelf space amongst all Bingo SubBrands and hence best recall Brand Recall based on Vision
Yes No

Focus on Shape as an instrument for Change Desi and Chatpata Flavors symbolizing a Bindass approach to life Along with Shape, the Indianness to be stressed on. Promotional Offers to focus on the fact that Bingo Mad angles would change the perspective of life, adding a fun angle to it.

Benefits:
The proposed positioning aims to build on the recall with a focus on unique tastes and a sense of madness that would help the target group better relate to the brand.

Brand Recall Meter

Bingo! Sub Brand Positioning

Why Change?
10
Top of Mind

10 9

Unaided (some doubt)

8
7 6
Aided (1 Clue)

Present positioning doesnt promote a unique value proposition for Tedhe - Medhe Top of the mind recall is extremely low Though promotional focus is on shape, visual imagery amongst consumers only confirms recall for Market Leader Kurkure Packaging doesnt reflect the essence of the product Multiple me-too brands with same product shape and similar taste makes brand recognition very difficult

Tedhe Medhe

Tedhe Medhe Raaston Ka Sathi

Positioning: Needs to move from Shape based to personality based positioning. Focus to shift to being a Trusted companion to the Aspirational Target Group Packaging: Needs a complete overhaul to advocate the Companionship focus for the Product. The present Pink Color doesnt justify the proposed positioning Promotion: Promotion needs to stress on the core offering of Trusted Companionship in order to break away from the clutter of me-too offerings Benefit: Unique positioning, that carves a niche for itself in a crowded market with strong players like Kurkure on one hand and me-too Brands like Takatak from Haldiram on the other

Visual Recall
No

4
3

Yes
Aided 2 (2 Clues)

Though aided recall associates the product to Bingo, but Tedhe Medhe doesnt register Known as Bingo ki Kurkure to consumers

Brand Recall Meter

Visual clues same as that for Market Leader Kurkure Retailer survey corroborates that Consumer demand is low Family focused positioning of Kurkure leads to better acceptance for the brand as against shape focused one for Tedhe Medhe

H O W

Bingo! Sub Brand Positioning

10
Top of 10 Mind Unaided (some doubt)

Current Positioning
A snack that is so good that you would want to share it with everyone since every strand has something for everyone

Tangles

Mood Anek, Choice Ek..!!

What?
Bring the varying spices aspect of mother brand into positioning to create a stronger connect Create a tangible benefit for the tangles shape by stressing on how the different strands play their roles

9 8 7 6 5Aided
(1 Clue) Aided (1 Clue)

Why Change?
Expectation-Experience Mismatch: Spiciness No registration of shape despite special emphasis Consumers prerogative while snacking: Taste, Quantity but not shape Almost a me-too snack, a fallback

Proposed Positioning: How?

Bingo Tangles is a unique fulfilling snack where every piece is a collection of spicy strands that are made to satisfy every different craving that you have strands play their roles

4 3 2Aided 1
(2 Clues)

Benefits Expected
Makes Tangles a preferred choice for

Brand Recall Meter

varying consumer moods and cravings Generates consumer connect with the shape and texture of the snack, especially the strands

Bingo! Sub Brand Positioning

Why Change?
10
Top of Mind

10 9
Unaided (some doubt)

Yumitos lags behind in consumer recall from its peers. Consumers associate Bingo with Mad Angles, Yumitos doesnt register as a Bingo sub-brand When asked to associate Break to a snack, consumer recall doesnt focus specifically to Yumitos

Bingo: 87% Yumitos: 27% Lays: 100% Uncle Chips: 63% Haldirams: 42%

8 7 6 5 4 3
Aided (2 Clues)

Brand Recall: Yumitos hasnt registered with the customers as is evident

Lays Strategy

Product: New Product Launches to satiate the diverse regional tastes of India as against the international range of Lays Positioning: While competitors focus only on Taste, Yumitos Needs to focus on the Fineness of the Chips(Shape Focus) too As against competition, Yumitos should focus on a witty image Promotion: Campaigns to focus on Yumitos providing a witty solution to desi problems(Fine-tuning India) Benefits: While different flavors will cater to the different tastes, focus on quality will help attain a differentiation

Aided (1 Clue)

2 1

The International Taste and Positioning of Lays is ably supported by Desi Flanker brand Uncle Chips Survey showed that while people relate to the Desi Tastes of Uncle Chips, Lays is considered to have more of a Suited Guy image, thus together providing a wholesome range to consumers

H O W

Yumitos:
Brand Recall Meter

Fine-tuning India

Bingo! Proposed Media Plan

Tedhe Medhe Raston me aapka Saathi!

Khud ko Rok na Paoge!

Khud ko Rok na Paoge!

Event Partner: The Brand can associate with events such as Delhi Marathon, Onam boat race, etc which reinforces the super brands message of Khud Ko Rok Na Paoge

Miss The Bus! Enjoy the way with

Channel Partner: By partnering with channels which have youth appeal or which talk about the lifestyle, we can reinforce the brand personality in the minds of the consumer. The message can be communicated via their logos

Tedhe Medhe
raston ka saathi!

Bingo!

Outdoor Marketing: Outdoor Marketing can be done via billboards, mobile billboards, point of sales marketing and by promotions on popular/ croded spots in the city Print Media: Print Media can be used to aggressively position the brand with the help of specific print brands and by reinforcing the Bingo! brand via specific articles which complements the brands personality
Mood Anek Choice Ek!

Program Partner: The brand can partner with programmes which talk about Indian or Desi concepts, have a concept similar to brand (Khud ko Rok na Paoge) and which reinforces the brand image