Product Strategy ITC (Bingo)

Product Differentiation
Form : 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 Differentiation
Customization :
products like potato chips, Mad Angles and Tedhe Medhe, sells in close to 6.5 lakh shops and outlets in India, with over one lakh new shops being added every year. According to industry estimates, the organised market for snacks in India is valued at more than `4,000 crore, with finger snacks and chips alone - the space where Bingo is present accounting for Rs2,500-3,000 crore.

Product Differentiation
Bingo

positioned itself as indian twist.16 flavours were introduced at launch.

Initial

offerings were mix of potato chips and finger

snacks.

Potato

chips segment includes variants like masala,salted tomato inspired by snackings habits of the indian consumer.

Product Differentiation
Offerings

under Finger snacks included the pakoda inspired Live Wires and Khakra inspired Mad Angles.

Offerings

were further differentiated by providing SKUs at Rs.5,Rs.10 and Rs.20.

Distribution and Services Differentiation

ITC

had already well established distribution network through cigarette and tobacco related offering which was leveraged in case of Bingo.
Company

distributed 4 lakhs racks across all retailers to display brand at all Point of sale.
Within

6 months Bingo was available across 250000 retailers across country.

Distribution and Services Differentiation

Crucial

alliance with Future Group lead to all future group retail outlets like Big Bazar,Food Bazar.
Hotels,Restaurant,Cafes,Local

betel shops all being used to distribute Bingo to a wide range of audiences.

Launch Strategy
Strategically timed around the World Cup. ITC

booked 10 to 15 spots per channel per day,20 spots on radio stations supported by 1000 of hoardings.
Around

100 crores were spend initially in 6 months for advertising.

While

its competitor Fritolay focuses on celebrity endorsements, Bingo chose a different route. It didnt have an ambassador!.

Launch Strategy
As

the product is aimed at the youth, digital media was heavily used. For instance, the Bingo National Gaming Championship across 4 cities with more than 25,000 participants

Bingeonbingo.com

and Mad Angles Twister Application (Facebook) were other initiatives in online media.

Product Line Analysis

Market Profile : The category of snacks is characterized by a few organized players with limited offerings but the unorganized sector continues to rule the market. However, the organized sector is one of the fastest growing FMCG categories with an estimated growth rate of 30% annually. The organized snacks category is sub-divided into the traditional segment (Bhujia, chanachur etc.), Western segment (potato chips, cheese balls etc.) and the newly established Finger snacks segment, which is an adaptation of traditional offerings to the western format

Product Positioning

Bingo! positioned itself with its Indian flavors such as TandooriPaneer, Tikka, Spice Paneer etc. The offerings under the Finger Snacks segment are unique and innovative. The segmentation was done mainly on the basis of age.

Bingo! is positioned as a youthful and innovative snack, offering the consumers with choice in terms of both formats and flavors including Local tastes.

Pricing
Product Line Pricing:
The

main objective for ITC was to compete effectively with players who were already there. Hence, it launched a direct frontal attack by introducing similar priced SKUs.
ITC

already enjoyed cost advantage over competitors through its e-choupal initiative. This also facilitated timely supply of raw materials.
ITCs

printing and packaging business also lead to highquality, cost-effective and innovative packaging.

Others
The launch of Bingo represents ITC Foods' fifth major line of foods business after the highly successful Staples, Biscuits, Ready-to-Eat and Confectionery businesses.

Bingo! Potato Chips Potato Chips - Variants Product Description Premium Salted Salted crunchy potato chips International Cream N Onion Unique combination of cheese, cream and spring onion on potato Chips Red Chilli Bijli Potato chips spiced up with red-hot chillies

Spicy Masala Remix

Juicy Tomato Ketchup Pickle Tickle Fiery Red Tomato Oye Pudina

A mix of spicy masalas on potato chips.

Succulent, ripe tomatoes on crisp and crunchy potato chips Tongue-tickling combination of achaari lemons and potato chips Potato Chips smeared with dry red chillies and red tomatoes Combination of crunchy potato chips and sprinkling of fresh Pudina leaves

Bingo! Mad Angles

Mad Angles Variants Product Description

Mad Angles Tomato Mischief A combination of khakra-like crunchy triangles with tangy tomato flavour Mad Angles Chilli Dhamaka Mad Angles Achaari Masti Mad Angles Masti Chaat Crunchy triangles with a taste of chillies Mouth-watering combination of Mad Angles and sweet-sour mango pickle A chaat flavor that you can savour without having to stop by the galli ka chaatwaala. The perfect combination of fresh pudina, tangy tamarind, creamy yogurt and of course, the perfection of khakra triangles.

THANK YOU
SL # 1 2 3 4 5 Name Abhijit Roy Abhishek Ambhastha Hemendra Singh Indranil Chakravorty Shekhar Kumar Roll Number IPMX05001 IPMX05002 IPMX05018 IPMX05019 IPMX05053