MARKETING STRATEGY OF

ITC’S BINGO AND FRITOLAY PRODUCTS

•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.
 Value Proposition
• Lays share reduce from 65% to 45%
High Decibel Advertising
Regional Flavors
Distribution Strength
•Offering a higher margin (4% -5%)

Market Share: Organized

Sector

Before the launch of Bingo, Mar 07 After the launch of Bingo, Mar 10
What’s in Bingo ?? (brand name)
Exclamation
Mark
Trendy and
Catchy
Fun

Easy to
Pronounce Recallable
A brand with various flavours

A youthful, fun and colorful brand

 Unique shapes

 Easy punch line

How does Bingo look? (Brand Packaging)

 Attractive packaging
 Pictorial view of the
flavour
 Names provided to
various variants
What does Bingo portray?
(Brand Personality)
 Innovative:
Unique shape
Unique musical sound
 Experimentative:
Flavours like achari
masti,
red chilly dhamaka
Marketing Strategies
Product Strategy of
Product Strategy of
Pricing Strategy

 SKU’s priced Rs 5, Consistent with

Rs 10, Rs 20. competition

 They also
launched kurkure
for Rs 3 & Rs 2.
 Promotional Strategy of
 “Chala Change Ka Chakkar”

 “Chai Time Achievers”

 Posters at unconventional retail points

 Brand Ambassadors
Promotional Strategy of
 Launched during World Cup 2007

 Slapstick humor & Irrelevant theme

Bingo International Cream Onion.flv

 Blitz Krieg promotion

 Bingo National Gaming Championship

Promotional Strategy of
Distribution Strategy of

 Manufacturing plants in Punjab

and Pune

Well established network

 Aims at investing Rs. 20 crore

Distribution Strategy of

 POS material

 Retailers

 Alliance with Future Group

Distribution Strategy of
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.
Methods
 Internet Search Engines & Blogs.
 Social Media Interconnectivity
 Television & Radio
 Multiple forms of Print and Direct
Marketing
 Customer Participation & Polling
services
 SMS
 Viral Video
 A viral video is one that becomes popular
through 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.
 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.
SWOT ANALYSIS

STRENGTHS: WEAKNESS:
• Well established •New entrant in
network market
•16 different flavours •Tough competition
 THREATS:
OPPORTUNITIES:
•Unorganized Market
•Fragmented Market •Stiff Competition
•Few Players with Regional Players
Thank You