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MARKETING STRATEGY OF

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Page 1: Bingo final

MARKETING STRATEGY OF

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KRITHIKA SHETTY 208 HRISHIKESH CHUMBLE 190 AMIRTHA SUNDARAM 183 AMBAR KADAM 204 REVAN MENKUDALE 212 MILIND NAIK 219 POONAM POPAT 225 RAKESH RAJDEV 227

TEAM MEMBERS

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INTRODUCTION

• ITC is one of India's foremost private sector companies.• The market capitalization is nearly

US $ 22 billion and a turnover of US $ 6 billion.• The company is currently headed by

Yogesh Chander Deveshwar.

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INTRODUCTION (CONTD…)

• It is rated among the World's Best Big

Companies, Asia's 'Fab 50' and the World's

Most Reputable Companies by Forbes

magazine, among India's Most Respected

Companies by Business World and among

India's Most Valuable Companies by

Business Today.

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HISTORY• ITC was incorporated on August 24, 1910 under

the name Imperial Tobacco Company of India Limited.

• The name was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974.

• The Company's headquarter building, 'Virginia House‘ is located in Kolkata, India

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VISION AND MISSION STATEMENT

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INDIAN SNACKS INDUSTRY

• Comprises bakery products, ready-to-eat mixes, chips, namkeen, etc.

• Worth Rs 100 billion in value and over 4,00,000 tonnes in terms of volume

• Growing around 10% for last three years• Branded segment is growing around 25% per annum• Major players in branded segment include Frito Lay

and Haldirams• Potato based snacks constitutes the largest segment

of the industry

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BINGO !

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About•Launched by ITC on 14th March 2007•Aim to capture 25% market share•Challenge to the monopoly of Frito Lays•Includes an array of products in both Potato Chips & Finger Snacks segment

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Flavours•Research: Demand for novelty and

excitement in exiting snacks•Taste: Came up with 16 Innovative Flavors•Traditional Segment•Western Segment•Finger Snacks Segment

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Value ProPosition

• Lays share reduce from 65% to 45%High Decibel Advertising Regional FlavorsDistribution Strength

•Offering a higher margin (4% -5%)

27%

16%45%

12% HaldiramBingoLaysOthers

After the launch of Bingo, Dec 08

25%

65%

10%

HaldiramLaysOthers

Before the launch of Bingo, Mar 07

Market Share: Organized Sector

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TARGETING(Choosing a specific segment for the campaign)

SEGMENTATION(Breaking down a diverse market into homogenous groups)

POSITIONING(Designing a distinctive message to appeal to the targeted segment)

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On what basis can a market be segmented ?DEMOGRAPHIC

• Age • Income• Gender

• Occupation• Education

PSYCHOGRAPHICS

• Personality• AIO(attitudes, interest, opinion)

• BUYING BEHAVOR

• Initiator• Evaluator

• Decision maker• Purchaser

USAGE PATTERNS

• Heavy• Medium• Light

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SEGMENTATION

12 - 20 Years

20-35 Years

35-50Years

> 50 Years

Demographic (Age Group)

Plain Salted

Nimbu flavour

Spicy / Red Chilly

Mustard Sting

Taste

Conservative, reserved, shy

Outgoing,Fun Loving,

Bindaas

Psychographic (Attitude / Behavior)

NORTH

EAST

SOUTH

WEST

Indian Geography

Segmentation

Age GroupAttitude/BehaviorGeographyTaste

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TARGETING

20-35 Years

Demographic Age Group

Outgoing,Fun Loving,

Bindaas

Attitude / BehaviorSpicy /

Red Chilly

Mustard Sting

Nimbu Spicy

Plain Salted

Zones & Taste

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Youthful positioning

www.bingeonbingo.com for 25-and-under innovative segment

Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka

Utilized the concept of “CROWDSOURCING” for Bingo Mad Angles

POSITIONING

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BRANDING STRATEGY

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What’s in my name ?? (brand name)

Easy toPronounce

Trendy and Fun

Exclamation Mark

Recallable

Catchy

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Who am I?? (Brand identity)

A brand with various flavours

A youthful, fun and colorful brand

Unique shapes

Easy punch line

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How do I look? (Brand Packaging)

Attractive packaging

Pictorial view of the

flavour

Names provided to various

variants

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What do I portray? (Brand Personality)

Innovative:

Unique shape

Unique musical sound

Experimentative:

Flavours like achari

masti,

red chilly dhamaka

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Marketing Strategies

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Product Strategy of

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Product Strategy of

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Pricing Strategy

• SKU’s priced Rs 5, Rs 10, Rs 20

• Recently launched Rs 3 SKU of Kurkure

Consistent with competition

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Promotional Strategy of• “Chala Change Ka Chakkar”

• “Chai Time Achievers”

• Posters at unconventional retail points

• Brand Ambassadors

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Kurkure Express

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Promotional Strategy of

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Promotional Strategy of

• Launched during World Cup 2007

• Slapstick humor & Irrelevant theme

• Blitz Krieg promotion

• Bingo National Gaming Championship

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Distribution Strategy of

Well established network

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Distribution Strategy of

• Manufacturing plants in Punjab and Pune

• Aims at investing Rs. 20 crore

30 CFAs 800 distributors

4 lakh retailers

1 million retail

outlets

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Distribution Strategy of

Well established network

Distribution Strategy of

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Distribution Strategy of

• POS material

• Retailers

• Alliance with Future Group

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Distribution Strategy of

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Viral Marketing

• Content that encourages people to pass on

the message is referred as ‘Viral’ and the strategy is

called as ‘Viral marketing’.

• Induces Web sites or users to pass on a marketing

message to other sites or users.

• It can be done through buzzwords, word of mouth

and viral video etc.

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5 basic principals of Viral Marketing

• Giving away products or services.

• Making people feel something.

• Doing something unexpected.

• Using existing communication networks.

• Allowing effortless transfers and never to restrict access.

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Methods

• Internet Search Engines & Blogs.• Social Media Interconnectivity • Television & Radio • Multiple forms of Print and Direct

Marketing • Customer Participation & Polling services • SMS

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Viral Video• A viral video is one that becomes popular

through the process of internate sharing and email.

• It often contains humorous content and include televised comedy sketches.

• A viral video is any video that's passed electronically, from person to person, regardless of its content.

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Viral marketing at Bingo

• ITC's Bingo has always been known for their adoption

of different kind of advertising strategy.

• They have launched a new viral developed by

Contests2win. It is in essence a spoof on the long

winding saas bahu soaps on T.V.

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SWOT Analysis

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SWOT ANALYSIS

STRENGTHS:

• Well established network

• 16 different flavours

WEAKNESS:

• New entrant in market• Tough competition

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OPPORTUNITIES:

•Fragmented Market•Few Players

THREATS:

•Unorganized Market• Stiff Competition with

Regional Players

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Conclusion

• Frito Lays still holds the greater share of

market as compared to ITC’s Bingo

• Bingo is expected to grow very fast and will

be a major threat to its competitors.

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Thank You