bingo venky

8/7/2019 Bingo venky

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MARKETING STRATEGY OFMARKETING STRATEGY OF

ITCS BINGO AND FRITOLAY PRODUCTSITCS BINGO AND FRITOLAY PRODUCTS


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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 bothPotato Chips & Finger Snacks

segment.


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Value Proposition

Lays share reduce from 65% to 45%High Decibel Advertising

Regional Flavors

Distribution StrengthOffering a higher margin (4% -5%)

27%

16%16%45%

12% Haldiram

BingoBingo

Lays

Others

After the launch of Bingo, Mar 10

25%

65%

10%

Haldiram

Lays

Others

Before the launch of Bingo, Mar 07

Market Share: Organized

Sector


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Whats in Bingo ?? (brand name)

Easy to

Pronounce

Trendy and

Fun

Exclamation

Mark

Recallable

Catchy


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A brand with various flavours

A youthful, fun and colorful brand

Unique shapes

Easy punch line


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How does Bingo look? (Brand Packaging)

Attractive packaging

Pictorial view of the

flavour

Names provided to

various variants


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What does Bingo 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

SKUs priced Rs

5, Rs 10, Rs 20.

They alsolaunched kurkure

for Rs 3 & Rs 2.

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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Launched during World Cup 2007

Slapstick humor & Irrelevant themeBingo International Cream Onion.flv

Blitz Krieg promotion

Bingo National Gaming Championship


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Distribution Strategy of

Manufacturing plants in Punjaband Pune

Aims at investing Rs. 20 crore

30 CFAs800

distributors4 lakh

retailers

1 millionretail

outlets

Well established network


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POS material

Retailers

Alliance with Future Group


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ViralMarketing

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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Methods

Internet Search Engines & Blogs.

Social Media Interconnectivity

Television & RadioMultiple forms of Print and Direct

Marketing

Customer Participation & Pollingservices

SMS


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Viral Video

A viral video is one that becomes popularthrough the process of internet 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.

Viral marketing- Bingo - IDEASMARKIT.mp4

It is in essence a spoof on the long winding

saas bahu soaps on T.V.


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SWOT ANALYSIS

STRENGTHS:

Well established

network16 different flavours

WEAKNESS:

New entrant inmarket

Tough competition


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OPPORTUNITIES:

Fragmented MarketFew Players

THREATS:

Unorganized Market

Stiff Competitionwith Regional Players


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Thank You

bingo venky

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