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ContentsContents

Introduction

1

Marketing & Research Objective2

3 Qualitative Research

4

5

Quantitative Research

Conclusion

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About ITCAbout ITC

Market Capitalization : US $18 BillionTurnover : US $4.75 Billion

Indias Top 10 Most Valuable (Company)Brands

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Diversified PresenceDiversified Presence

Cigarettes

Hotels

PaperPackaging

Agri-Business

Packaged Food & Confectionery

IT

Branded Apparel

Personal Care, Greeting Cards and other FMCG

products

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Bingo!Bingo!

Array of products inboth Potato Chips &Finger Snacks

segment

Branded snackmarket growing at30% every year

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Offerings from Bingo!Offerings from Bingo!

Initial Offerings: Potato Chips

Finger Snacks Segment

Potato Chips Variant Masala Flavours

Salted Flavours

Tomato Flavours

South Inspired

Finger Snacks Offerings Pakoda inspired LiveWires

Khakra inspired Mad Angles

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Target CustomersTarget Customers

Type: Youthful, Innovators

Age Group: 20-35

Customer Type: Packed-snack-on-the-goCategory: Impulse Buy Category

Hotels, Restaurant, Cafes

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CompetitorsCompetitors

Frito Lays

Kurkure

Haldirams

Uncle Chips

Regional snacks

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LOGO Market Position of

Bingo!

Market Position of

Bingo!

The Indian Snack Industry is about 2500 crores

Market Share as on December 2008

Frito Lays

48%

Haldiram

25%

Bingo!

16%

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Marketing ObjectiveMarketing Objective

Positioning of Bingo! in the snack foodindustry

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Research ObjectiveResearch Objective

Find key driving factors in the snack industry

Identify competitors for Bingo! in the industry

Competitive advantage of Bingo! in its category

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Key Information AreasKey Information Areas

Consumer Profile

Product characteristics

Product ReachInfluencers

Brand awareness

Consumption patterns

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VariablesVariables

ConsumerProfile

Age

Gender

Income

Occupation

Marital Status

City

Access to Home food

Frequency of snackconsumption

Health Conciousness

Taste Preference

ProductCharacteristics

Taste

Quality

Lickability

Packaging

Variety

Value

Price

Product Reach

Availability

Influencers

Peer Groups

Past Experience

PromotionalMeasures

Brandawareness

Brand Recall

Consumptionpatterns

Frequency

Purpose

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Research MethodologyResearch Methodology

Qualitative

Focus Group Discussion (8 members) 1

Semi-structured question pattern

In-depth Interviews (Individual) 10

Semi-structured question pattern

This data is not used for statistical analysis

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Research MethodologyResearch Methodology

Quantitative

Survey Questionnaire

Sample size 115

Age group of sample Between 15 to 40 years

Pilot study with 20 respondents was done beforelaunching the final survey questionnaire

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LOGO ualitative Research -

FGD

Qualitative Research -

FGD Homogenous group of students within Age Group 20-25 -Confident,dressed casually

No access to home food, do not prefer the regular food Lack of time, stressed schedule, work late in the night

Group Profile

Anything from Samosa and chat to chips, biscuits and chocolates Most of them preferred Indian snack like samosa, pani puri to similar

flavours in packeted food

Prefer Quick Snacks

Snack Industry

Try new flavours Anything on the shelf, depends on the mood when the packet is picked

Chips & Finger Snack Industry

All aware of product Most knew the brand because of the Ad, but do not like the Ad as such

Bingo Awareness

Some did not try because it is not available Others like their regular flavours

Intention to purchase

Peer Groups Past Experience

Influencers

Something that tastes good Time Pass

Purpose

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LOGO Qualitative Research -

FGD

Qualitative Research -

FGDTOMA

Snack Industry Samosa, BiscuitsChips & Finger Snack Industry Lays

SpontaneousSnack Industry Biscuites, Cake, Carbonatedsoft drinks, Chat, Chips, Chocolates,Coffee/Tea, Fruits/Fruit Juices, Ice-cream,Namkeen

Chips & Finger Snack Industry Lays,Kukure,Haldirams, Bingo, Uncle Chips, Pringles,Lehar Namkeen

Aided Snack Industry - Samosa, Cake, Chips,Biscuit, Puff/Sandwich, Pani-puri

Chips & Finger Snack Industry Lays,Kukure,Haldirams

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Qualitative ResearchQualitative Research

Interesting findings

Group preferred sweet flavour and mild flavours tospicy flavours

Beverages were also considered substitutes forsnack

Do not like the Ad for Bingo!, as it does not say muchand is not funny too

Do not remember flavours, but recall only packetcolours of Bingo!

Do not know of the Bingo Chips, aware of MadAngles only

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LOGO In-Depth Interview -

Snapshots

In-Depth Interview -

SnapshotsStudents 4

Taste is an important criteria

Variety of flavours

Novelty Factor

Packaging Variety in Size

Preference for lower price products

Snacks become substitutes for regular food dueto time constraint (lifestyle)

High Peer Group Influence

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Interview SnapshotsInterview Snapshots

Parents 3

They mainly seem to buy for their kids

Promotional offers like freebies

Highly influenced by TV advertisements They seem to prefer products with bright packaging

Consider this category of food as unhealthy andhence tend not to buy it regularly

They feel that the flavours are a bit strong Children and Adults like to lick the packet after eating

Bingo!

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Interview SnapshotsInterview Snapshots

Working professionals 3

Impulse-buy

Hence availability is considered as important for

them

Promotional offers dont influence them greatly

They dont buy frequently because they considerit to be unhealthy in the long run

Tried the product Bingo after they heard about iton TV Ad

Bingo is like Kurkure, spicy.. Thats it

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Data AnalysisData Analysis

Consumer Profile

Age

Gender

Income

Occupation

Marital Status

City

Access to Home food

Frequency of snack consumption

Health Consciousness

Taste Preference

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Respondent ProfileRespondent Profile

Student46%

GovernmentEmployee

7%

Private Employee17%

Self Employed15%

Un Employed4%

Home Maker11% Occupation

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0 10 20 30 40 50 60

Less health Concious

Indifferent

Very Health Concious

Health Conciousness

0

0

40

60

80

100

1 0

Biscuitese

h thips

hocol tesFruits

Ice-cre mN m een

89

6661

96

64 71

68

47

105

67

34

96

8

54 64 67

Preference Av il bility

Preference / Availability

B se: 115

B se: 115

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0%

10%

20%

30%

0%50%

Sweet Mild Flavours Spicy flavours

Tastes

Tastes

Base: 115

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Brand AwarenessBrand Awareness

Lays, 107

Bingo, 33

Haldirams,

58

Kurkure,49

TOMA: 90 out of 115 respondents

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Reliability StatisticsReliability Statistics

Cronbachs Alpha N ofItems

0.706 9

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SWOT AnalysisSWOT Analysis

Lays Bingo Haldirams Kurkure

Has the taste I like 1.68 0.87 -1.06 -1.49

Many flavours to choose from 3.20 -0.22 2.20 -5.19

It is less oily -0.71 0.22 -2.58 3.07

Has Indian flavours -0.28 -1.09 3.07 -1.71

The packet contains less air -3.11 4.78 -2.36 0.68

Readily available 1.24 -2.17 1.12 -0.19

Promotional offers -2.02 0.65 -2.14 3.51

End up licking my fingers when the packet is empty -2.45 2.83 2.64 -3.01

Packaging 0.59 -1.09 -4.75 5.25

Advertising campaigns 3.63 -1.52 -6.93 4.81

Value for money -2.02 -3.70 7.42 -1.71

Price -2.45 0.22 6.12 -3.88

Available in various packet sizes 2.55 -2.61 -0.19 0.25

It's roasted and not fried 0.16 2.83 -2.58 -0.40

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SWOT Analysis - BingoSWOT Analysis - Bingo

Perceived as Lessoily snack as comparedto competitors

Bingo Promotionaloffers can increase itssales

Respondents ratedLays and Haldiramsclose with Bingo onTaste

Close competition withall the competitors onIndian flavours

Value for moneyPacket Sizes are notvaried

Not readily available

That the packet isperceived to containless air

It is baked and not friedsnack

Packet contents arelickable

Strengths Weakness

OpportunitiesThreats

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Jaccard AnalysisJaccard Analysis

We have identified that varieties offered and availability of the product arethe category drivers for this particular industry.

Attribute Overall

Advertisement 0.362

Availability 0.392

Packaging 0.382

Promotion 0.343

Quality 0.328

Taste 0.372

Value 0.331

Variety 0.410

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Regression AnalysisRegression Analysis

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Univariate AnalysisUnivariate Analysis

Taste:

Lays scores better with majoritybetween scores of 4 & 5, while Bingoborders on scores of 3 & 4. HenceLays is perceived to be of bettertaste.

0

51015202530

1

2

34

5

Taste

Lays

Bingo

Haldirams

Kurkure

0

10

2030

401

2

34

5

Availability

Lays

Bingo

Haldirams

Kurkure

Availability:

Lays leads by a hugemargin, Bingo is strong with 30%

rating it at 3 and 40% rating it at 4

Base: 115

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Univariate AnalysisUnivariate Analysis

Value:

Haldirams & Lays are in closecompetition in this criteria

0

10

20

30

401

2

34

5

Quality

Lays

Bingo

Haldirams

Kurkure

0

10

2030

401

2

34

5

Value

Lays

Bingo

Haldirams

Kurkure

Quality:

Lays leads here with Bingocoming up in second place.

Base: 115

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LOGO Evaluating Bingos AD

content

Evaluating Bingos AD

content

Base: 101

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TV Ad44%

Word of Mouth27%

Display on shop29%

First heard ofBingo from

Base: 106

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Bivariate AnalysisBivariate Analysis

Column1 All No Children for Children

Promotion 57 20 37

Advertisement 63 22 41

Packaging 70 25 45

Base: 115

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LOGO Age vs. Taste:

B

rand-wise

Age vs. Taste:

B

rand-wise

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lays Bingo Haldiram Kurkure

25-40 years

19-25 years

>18 years

Base: 65Base: 65 Base: 45 Base: 26

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LOGO Age vs. Quality:

B

rand-wise

Age vs. Quality:

B

rand-wise

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lays_Quality Bingo_Quality Haldiram_Quality Kurukure_Quality

25-40 years

19-25 years

>18 years

Base: 71 Base: 70 Base: 45 Base: 14

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LOGO Income vs. Value:

B

rand-wise

Income vs. Value:

B

rand-wise

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lays_Value Bingo_Value Haldiram_value Kurkure_Value

> 6 lac

4-6 lac

2-4 lac

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LOGO Bingo Preference vs.

Occupation

Bingo Preference vs.

Occupation

0

5

10

15

20

25

30

35

40

The packetcontains less air

Value for money Price

All

Student

Working Adult

Base: 36 Base: 22Base: 31

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ConclusionConclusion

The driving factors of the snack industry are:

Variety

Lays leads

Even though Bingo has the most varieties (16), itstill lags behind Lays.

This could be due to low awareness of thedifferent flavours of Bingo!

Availability

Lays & Haldirams are rated the highest

Bingo lags behind in this aspect

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Conclusion.. Contd.Conclusion.. Contd.

Competitive Advantage of Bingo!

It is perceived to contain less air due to theshape and size of the wafer

It is baked and not fried

Bingo currently does not advertise its strength inthis area.

People are more health conscious (58% ofrespondents)

More product content could be added to itsadvertisements

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Conclusion.. Contd.Conclusion.. Contd.

From in-depth interviews:

Lot of people prefer to have crunchy and sweettype of snacks

Bingo can explore this segment

Bingo has not tried any promotional offers as away to attract consumers

From the interviews, it was observed that it is agood way to reach kids through promotionaloffers

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