brm report group7
TRANSCRIPT
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Section A- Group 7
Ashish
BINGO:FINGER SNACKS AND
POTATO CHIPS[Document subtitle]
AkanshaKumari 4A
Mohit Nigam 27A
Gaurav
SonaliYadav 41C
SwapnilSaraswat 45C
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Introduction
ITC-Enduring Value
Bingo is a sub brand under umbrella brand ITC.
ITC Limitedor ITCis an Indianconglomerate headquartered inKolkata, West Bengal.Its diversified
business includes five segments:Fast Moving Consumer Goods (FMCG), Hotels, Paperboards,
Paper & Packaging and Agri Business. In 2012-13, ITC's annual turnover was over US$ 7 billion and
at the end of the same year, itsmarket capitalization was US$ 45 billion. It employs over 25,000
people at more than 60 locations across India and is part ofForbes 2000 list.
ITC claims that it is the only company in the world of comparable dimensions to be Carbon Positive,
Water Positive and Solid Waste Recycling Positive.
ITC Limited completed 100 years on 24 August 2010.
Some of the key brands of ITC imited are
Foods: ITC is India's largest seller of branded foods with sales of over Rs. 4,600 crore in 2012-
13.It is present in 4 categories in Foods business: Staples, Snack Foods, Ready To Eat Foods
and Confectionery.
Its major food brands are Kitchens of India;Aashirvaad,Mint-o, Sunfeastbiscuits, Candyman, Bingo!chips, Yippee!and Sunfeast Pasta.
Lifestyle Apparel: Wills Lifestyleand John Playersbrands. Wills Lifestyle was accorded the
Superbrand status and John Players was included in the top 10 Most Trusted Apparel Brands
2012 byThe Economic Times.
Personal Care: (Fiama Di Wills,Vivel,Essenza Di Wills,SuperiaandEngagebrands in
perfumes, haircare and skincare)
Stationery:Classmate,PaperKraftand Colour Crewbrands. Launched in
2003, Classmatebecame the largest notebook brand in India in 2007.
Safety Matches and Agarbattis: Ship,iKnoandAimbrands of matches;MangaldeepIncense
Sticks (agarbattis).
Hotels:ITC's hotels (under brands including WelcomHotel) have evolved into being India'ssecond largest hotel chain with over 90 hotels throughout India. ITC is also the exclusive
franchisee inIndia of two brands owned by Sheraton International Inc.- The Luxury Collection
andSheratonwhich ITC uses in association with its own brands in the luxury 5 star segment.
Brands in the hospitality sector owned and operated by its subsidiaries include Fortune Park
Hotels andWelcomHeritage Hotels.
Paperboard, Specialty Paper, Graphic and other Paper;
Packagingand Printing for diverse international and Indian clientele.
http://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Kolkata,_West_Bengalhttp://en.wikipedia.org/wiki/Fast-moving_consumer_goodshttp://en.wikipedia.org/wiki/Market_capitalisationhttp://en.wikipedia.org/wiki/Forbes_2000http://en.wikipedia.org/wiki/Aashirvaadhttp://en.wikipedia.org/wiki/Aashirvaadhttp://en.wikipedia.org/wiki/Aashirvaadhttp://en.wikipedia.org/wiki/Fiama_Di_Willshttp://en.wikipedia.org/wiki/Fiama_Di_Willshttp://en.wikipedia.org/wiki/Fiama_Di_Willshttp://en.wikipedia.org/wiki/Classmate_Stationeryhttp://en.wikipedia.org/wiki/Classmate_Stationeryhttp://en.wikipedia.org/wiki/Classmate_Stationeryhttp://en.wikipedia.org/wiki/Hospitality_industryhttp://en.wikipedia.org/wiki/Hospitality_industryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Sheraton_Hotels_and_Resortshttp://en.wikipedia.org/wiki/Sheraton_Hotels_and_Resortshttp://en.wikipedia.org/wiki/Sheraton_Hotels_and_Resortshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Hospitality_industryhttp://en.wikipedia.org/wiki/Classmate_Stationeryhttp://en.wikipedia.org/wiki/Fiama_Di_Willshttp://en.wikipedia.org/wiki/Aashirvaadhttp://en.wikipedia.org/wiki/Forbes_2000http://en.wikipedia.org/wiki/Market_capitalisationhttp://en.wikipedia.org/wiki/Fast-moving_consumer_goodshttp://en.wikipedia.org/wiki/Kolkata,_West_Bengalhttp://en.wikipedia.org/wiki/Conglomerate_(company) -
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Infotech(through its fully owned subsidiaryITC Infotech India Limited which is a SEI CMM Level
5 company)
Packaged Salted Snacks
Any time is snack time, seems to be the common catchphrase of Indians, especially the urban Indians
whether young or old for the last over half-a-decade. But their snacking preferences have changed,
over the last two decades.
While previously the snacks consumed in middle class Indian homes were mostly of homemade variety,
today the trend is to have packaged namkeens. And they are no longer limited to potato chips or potato
bites. Today there is a variety of over 1000 snacks to choose from in the Indian market. International
brands and Indian brands are vying with each other to cater to the consumers.
The snack manufacturers are of course aware of the changing scenario in the Indian snacks market and
the preference of the consumers for healthy snacks. Baked namkeens seem to be the new recipe forsuccess. But, Ashok Malkani avers, it does not end here. Many companies have also snacks from whole
grains with vitamins and fibre. So, these companies say, you can eat these snacks without fear of obesity
or heart problem as these are cholesterol free, trans fat free & are high-fibre health food.
Indias Snacks market pulled in US$1.4 billion in 2011 and is forecast to surge at 14%
CAGR(Compounded Annual Growth Rate)between 2011-2016, according to
Euromonitor data.
In India, Milk food drinks industry size is estimated around to be 2700 Crores. The
penetration of MFDs is low as compared with some of the other consumer goods in
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ITC- Bingo
Bingo! was launched in March 2007 with a wide range of exciting packaged salted snacks. The range includes
multiple flavor variants of Potato Chips & Finger Snacks.
The brand is associated with youth, fun and excitement. It fulfils the consumers need for variety and novelty in
snacks. At present Bingo! has 4 sub-brands in its portfolio, each of which have unique values based on consumer
need differentiation.
Bingo! Yumitos - 'Take a Yumitos Break'
Bingo! Yumitos Potato Chips are the best partner for break. Bingo! Yumitos is very tempting and yummy account
the full bodied flavours. These flavors range from traditional favourites like Salted to innovative ones such as Red
Chilli. There are in total 7 exciting flavours.
Premium Salted International Cream & Onion Red Chilli Bijli
Masala Remix
Juicy Tomato Ketchup Fiery Red Tomato
OyePudina
Bingo! Mad Angles - "Har Angle se Mmmm..."
One of the biggest successes from the Bingo! Portfolio, Bingo! Mad Angles has carved a niche for itself in the
consumers mind and is synonymous with the perfect triangular snack.
A combination of innovative flavours on a traditional khakra base, Mad Angles is a snack that is true to taste with
perfect flavour delivery as well as shape, making it a snack that's truly "Har Angle se Mmmm ..."
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Mad Angles Tomato Mischief
Mad Angles Chilli Dhamaka Mad Angles AchaariMasti
Mad Angles MastiChaat
Bingo! TedheMedhe - "Har Stick meinalag twist..."
Bingo! TedheMedhe is the popular spindle shaped format from Bingo! that is a delicious blend of handpicked
spices with an aroma that makes one crave for more. The taste of fiery sparks which masalas leave on ones
tongue is an experience with savouring!
Just like no two things in life are the same, Bingo! TedheMedhe provides a unique experience to the consumer
each time he consumes it from the pack, making him go beyond stereotypes and celebrating the eccentricities in
life!
Bingo! TedheMedhe
Bingo! Tangles - "Khaoge to Khilaoge..."
Bingo! Tangles is one of the most innovative snacks available in the market. Each piece of this innovative
crunchy snack is made out of strands loaded with lip smacking masala or tantalizing tomato or simply salted
flavours. Once bitten, they break into many more delicious strands in the mouth. It is so tasty that you cant resist
sharing it with others.
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Masala Tangle Salted Tangle
Reason for doing this project
Bingo has used the distribution network of ITC to the fullest. It has also brought in
various unheard of varieties and ventured into the niche market of finger snacks with
Tangles and Mad Angles. The varieties and flavours offered are unique in their Indian-
ness.
However in India Bingo still occupies a position much behind the Pepsico Brand, Lays.
Also, the most sold variant of Bingo, Mad Angles has highest recall value because of itsshape. Now this is an attribute that can easily be copied and thus has a threat from the
competitors
The Company is therefore in need of understanding the differentiation that makes the
consumers choose Lays over Bingo. If they found significant differences in the reasons
for buying and eatingLays and Bingo, they will resolve those issues. This is a live case
and we take research to understand what Bingo will do to increase their market share
Management Decision problem
ITC Bingo wants to garner better Market share by increasing recall value and trial
generation for its variants.
Marketing Research Problem
Identify the factors that can set Bingo as the Market Leader replacing Lays.
Sub Problem/ Research Problem 1
Sub Problem
Positioning of Bingo and its Target Group
Research Problem
Identifying what are the factors that users associate with Bingo and What Target groups
are targeted by the brand
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Sub Problem/ Research Problem 2
Sub Problem
Mapping the difference in attitude & perception of users toward Bingo and Lays.
Research Problem
Is there a significant difference in the user attitude and perception toward Bingo and
Lays?
Scope of the Project
This research project is designed to read the perception of consumers about Bingo, and
how it should be positioned to garner greater market share.
1. To find
What perception consumers have about existing Bingo products?
What do potential consumers look for (calories, quantity,flavour etc.) in a Savoury
Snack product?
How do they expect the positioning of Bingo in print ads, TV ads, etc.? (Discriminant
Analysis (adults (18-35), kids (5-18))
2. To find the best promotion strategy as well?
Sources of Data
Secondary source:
1) Reading comments and suggestions for the existing Bingo Products
2) Studying data available on the internet/ literature review
Primary Data source:
1) For exploratory phase, the shopkeepers/retail shops staff, the sales
representatives & stalwarts customers of Salted Snacksare to be contacted
2) For descriptive phase, getting the questionnaire data, being filled by target
customers and regular Snack Consumers
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Research Design
Phase I
Exploratory research: Initial research was conducted with the internal staff and
management of the Bingo and few shopkeepers and consumers, in order to completelyidentify the list of variables which build up the fried snacksconsumers perception by
Focus group interviews and in depth interviews
Phase 2
Descriptive research: The second phase is a quantitative and is a descriptive research
phase where the structured questionnaire is prepared to measure the factors which
would go in to distinguish various target segments and factors responsible for the
purchase of fried snacks.
Sampling Design
For Exploratory Phase
Target population: Internal sales team, shopkeepers selling fried snacks and few
consumers
Sampling Framework: Staff at Food Bazaar(Big bazaar), Shopkeepers in Munrika
market
Sampling method: Non-probability method (Judgement Sampling) taking asample from all types of customer
Sample Size: Small sample < 30 (a mix of all respondents mentioned above).
For Descriptive Phase
Target population: Regular branded snack consumers
Sampling Framework: Customers who buy either Bingo or lays or both
Sampling method: Targeted sampling
Sample Size: Large sample 80
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Designing the questionnaire
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Thus the major variables effecting the buying decision we considered in the survey
were as follows
1. Advertisement of the Brand in various forms
2. Flavours available
3. Brand availibility
4. Value for money proposition
5. Innovativeness
6. Word of mouth
The response to the Survey
About 80 respondents in all age groups responded to our survey. Some of the surveyed
had never consumed Bingo or Lays and hence their response was not considered. Out of
these people about 75 responded positively to having tried the aforementioned
products and hence their response for various variables was recorded.
Using SPSS to analyse the data
After the data was received we decided that we do discriminant analysis on the data in
order to find out what discriminates buying reasons for a Kid and for an Adult.
Variables in SPSS
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The variable AgeGroup had two values:-
1- Age greater than 35 years
2- Age up to 35 years
The Variable DrinkMFD had 2 values:-
0- Prefers Bingo
1- Prefers Lays
All other variables were of scale types
1. Strongly agree
2. Disagree
3. Neutral
4. Agree
5. Strongly disagree
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NEW FILE.
DATASET NAME DataSet1 WINDOW=FRONT.
SORT CASES BY AgeGroup (A).
DISCRIMINANT
/GROUPS=BINGOorLAYS(0 1)
/VARIABLES=Packaging WordOfMouth Advertisement Flavours Calories availibility
visibility ValueForMoney EatForFun TraditionalFlavours
/ANALYSIS ALL
/METHOD=WILKS
/FIN=3.84
/FOUT=2.71
/PRIORS EQUAL
/HISTORY
/STATISTICS=MEAN STDDEV UNIVF BOXM COEFF RAW CORR
/CLASSIFY=NONMISSING POOLED.
Discriminant
Analysis Case Processing Summary
Unweighted Cases N Percent
Valid 59 98.3
Excluded Missing or out-of-range
group codes0 .0
At least one missing
discriminating variable 1 1.7
Both missing or out-of-range
group codes and at least one
missing discriminating
variable
0 .0
Total 1 1.7
Total 60 100.0
Group Statistics
BINGOorLAYS Mean Std. Deviation
Valid N (listwise)
Unweighted Weighted
0 Packaging 2.33 1.341 24 24.000
WordOfMouth 2.21 1.179 24 24.000
Advertisement 1.92 1.100 24 24.000
Flavours 1.58 .776 24 24.000
Calories 3.46 1.560 24 24.000
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availibility 1.62 .770 24 24.000
visibility 1.62 .770 24 24.000
ValueForMoney 1.75 .897 24 24.000
EatForFun 2.00 1.142 24 24.000
TraditionalFlavours 1.96 1.233 24 24.000
1 Packaging 2.54 1.172 35 35.000
WordOfMouth 2.66 1.187 35 35.000
Advertisement 2.97 1.294 35 35.000
Flavours 1.40 .553 35 35.000
Calories 3.31 1.491 35 35.000
availibility 2.57 1.037 35 35.000
visibility 2.57 1.037 35 35.000
ValueForMoney 2.54 1.172 35 35.000
EatForFun 2.66 1.392 35 35.000
TraditionalFlavours 2.43 1.357 35 35.000
Total Packaging 2.46 1.236 59 59.000
WordOfMouth 2.47 1.194 59 59.000
Advertisement 2.54 1.317 59 59.000
Flavours 1.47 .653 59 59.000
Calories 3.37 1.507 59 59.000
availibility 2.19 1.042 59 59.000
visibility 2.19 1.042 59 59.000
ValueForMoney 2.22 1.131 59 59.000
EatForFun 2.39 1.326 59 59.000
TraditionalFlavours 2.24 1.318 59 59.000
Tests of Equality of Group Means
Wilks' Lambda F df1 df2 Sig.
Packaging .993 .405 1 57 .527
WordOfMouth .965 2.047 1 57 .158
Advertisement .843 10.646 1 57 .002
Flavours .981 1.126 1 57 .293
Calories .998 .128 1 57 .722
availibility .797 14.481 1 57 .000
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visibility .797 14.481 1 57 .000
ValueForMoney .879 7.826 1 57 .007
EatForFun .940 3.655 1 57 .061
TraditionalFlavours .969 1.840 1 57 .180
oled Within-Groups Matrices
Packa
ging
WordOf
Mouth
Advertis
ement
Flav
ours
Calo
ries
availi
bility
visib
ility
ValueFor
Money
EatFo
rFun
Traditional
Flavours
rel
on
Packaging 1.000 .392 .431 .254 .003 .393 .393 .366 .561 .347
WordOfMou
th.392 1.000 .353 .384
-
.112.406 .406 .163 .216 .559
Advertisem
ent.431 .353 1.000 .035
-
.320.411 .411 .552 .606 .433
Flavours.254 .384 .035
1.00
0.127 .065 .065 -.078 .120 .094
Calories.003 -.112 -.320 .127
1.00
0-.273 -.273 -.413 -.260 -.382
availibility.393 .406 .411 .065
-
.2731.000
1.00
0.383 .589 .401
visibility.393 .406 .411 .065
-
.2731.000
1.00
0.383 .589 .401
ValueForMo
ney.366 .163 .552 -.078
-
.413.383 .383 1.000 .677 .484
EatForFun.561 .216 .606 .120
-
.260.589 .589 .677 1.000 .270
Traditional
Flavours.347 .559 .433 .094
-
.382.401 .401 .484 .270 1.000
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Box's Test of Equality of Covariance Matrices
Log Determinants
BINGOorLAYS Rank Log Determinant
0 1 -.524
1 1 .073
Pooled within-groups 1 -.127
The ranks and natural logarithms of determinants
printed are those of the group covariance matrices.
Test Results
Box's M 2.319
F Approx. 2.277
df1 1.000
df2 8814.317
Sig. .131
Tests null hypothesis of equal
population covariance matrices.
Stepwise Statistics
Variables Entered/Removeda,b,c,d
Step Entered
Wilks' Lambda
Statistic df1 df2 df3
Exact F
Statistic df1 df2 Sig.
1 availibility .797 1 1 57.000 14.481 1 57.000 .000
At each step, the variable that minimizes the overall Wilks' Lambda is entered.
a. Maximum number of steps is 20.
b. Minimum partial F to enter is 3.84.
c. Maximum partial F to remove is 2.71.
d. F level, tolerance, or VIN insufficient for further computation.
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Variables in the Analysis
Step Tolerance F to Remove
1 availibility 1.000 14.481
Variables Not in the Analysis
Step Tolerance Min. Tolerance F to Enter Wilks' Lambda
0 Packaging 1.000 1.000 .405 .993
WordOfMouth 1.000 1.000 2.047 .965
Advertisement 1.000 1.000 10.646 .843
Flavours 1.000 1.000 1.126 .981
Calories 1.000 1.000 .128 .998
availibility 1.000 1.000 14.481 .797
visibility 1.000 1.000 14.481 .797
ValueForMoney 1.000 1.000 7.826 .879
EatForFun 1.000 1.000 3.655 .940
TraditionalFlavours 1.000 1.000 1.840 .969
1 Packaging .845 .845 .686 .788
WordOfMouth .835 .835 .013 .797
Advertisement .831 .831 2.720 .760
Flavours .996 .996 1.343 .779
Calories .926 .926 .392 .792
visibility .000 .000 . .
ValueForMoney .854 .854 1.651 .775
EatForFun .653 .653 .130 .796
TraditionalFlavours .839 .839 .027 .797
Wilks' Lambda
Step
Number of
Variables Lambda df1 df2 df3
Exact F
Statistic df1 df2 Sig.
1 1 .797 1 1 57 14.481 1 57.000 .000
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Summary of Canonical Discriminant Functions
Eigenvalues
Functio
n Eigenvalue % of Variance Cumulative %
Canonical
Correlation
1 .254a 100.0 100.0 .450
a. First 1 canonical discriminant functions were used in the analysis.
Wilks' Lambda
Test ofFunctio
n(s) Wilks' Lambda Chi-square df Sig.
1 .797 12.791 1 .000
Structure Matrix
Function
1
availibility 1.000
visibilitya 1.000
EatForFuna .589
Advertisementa .411
WordOfMoutha .406
TraditionalFlavoursa .401
Packaginga .393
ValueForMoneya .383
Caloriesa -.273
Flavoursa .065
Pooled within-groups correlations
between discriminating variables and
standardized canonical discriminant
functions
Variables ordered by absolute size of
correlation within function.
a. This variable not used in the analysis.
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Canonical Discriminant
Function Coefficients
Function
1
availibility 1.066
(Constant) -2.330
Unstandardized coefficients
Standardized Canonical
Discriminant Function
Coefficients
Function
1
availibility 1
Functions at Group
Centroids
BINGO
orLAYS
Function
1
0 -.598
1 .410
Unstandardized
canonical discriminantfunctions evaluated at
group means
Classification Statistics
Prior Probabilities for Groups
BINGO Prior Cases Used in Analysis
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orLAYS Unweighted Weighted
0 .500 24 24.000
1 .500 35 35.000
Total 1.000 59 59.000
Classification Function Coefficients
BINGOorLAYS
0 1
availibility 1.845 2.920
(Constant) -2.192 -4.447
Fisher's linear discriminant functions
Fisher's linear discriminant functions
The following points are observed from the above output
1. Only one discriminating point is observed, which also has a very less
Eigen value of 0.254
2. The coefficient of variables for both products are very similar
Thus analysing the output it can be said that the buying reasons for both Adults and kids
are more or less similar.
Conclusion to our Analysis
As seen in the discriminant analysis, there is not a major discriminating factor betweenreason for preferring one product over the other.
Since there does not exist any major change, Bingo now will have the following options,
As is reflected by the raw survey data those who prefer Bingo have a strong
inclination towards innovative products so Bingo must try to build its ad
campaign around this feature.
Bingo can rope in a credible brand ambassador as most of the respondents were
positive to the fact that advertisement matter while deciding which product to
buy.
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Bingo must also try to increase its visibility because even those who prefer Bingo
have rated Bingo as not being strongly visible.
Both Bingo and Lays are not perceived as value for money so Bingo may find
edge over its competitor by increasing grammage or maybe by reducing the price
slightly Bingo should also work to increase trials among target customers.