Post on 20-Nov-2014
transcript
Marketing Plan Overview:ITC’s
Group no. 08
* All logos are for representative purpose only
*
Understanding Markets-Market Size
• ` 2000 Cr Branded Snack Market.
• Very few National players – Frito-Lays and Halidirams
Understanding Markets-PESTLE
• Political:– ITC is an established house with a strong presence in the
Indian market. Thus to some degree it was insulated from the political atmosphere.
• Economic:– Rising levels of income.– Absence of Lays stock for a prolonged time.
• Social:– Developed flavours keeping mind the Indian Audience.
• Technological:– Introduction of Baked and Non-fried snacks
• Legal Environment:– Approval from the Food & Drugs Department
Understanding Markets
Competitor Analysis SWOT Analysis•The major competitor of Bingo is Lays with a market share of 45%
•Haldiram with market share of 27%
•Bingo is holding 16%
•Regional players are holding rest of the share
WEAKNESSES:
• Unable to meet the international standards• High working capital• Large number of intermediaries thus causing a slog in distribution
THREATS:
• Prevalence of cultural taste brands• High taxation• Inventory cost• Stiff competition with regional players• Close competing MNC brands
OPPORTUNITIES:
• Change in consumer patterns• Rise in income level of customers• Opening of new international markets• Integration of new technologies
STRENGTHS:
• Availability of Raw materials• Availability of Manufacturing facilities• Domestic markets• Urbanization• Catering the market distribution
Product Profile
USP/UCP
• USP– Unique and Indianised flavours in savoury snacks
• UCP (R.K.S Model)– Innovative– Crazy– ‘Desi’ – Healthy– Adventurous
Marketing Objective
• Target is placement of all merchandising units across the market in a months time
• Create Identity in a Short Span
• Offering a wide range
• Reach every nook & corner
• Distinct Approach ( Innovative & Differentiated products)
Segmentation 12 - 20 Years
20-35 Years
35-50Years
> 50 Years
Demographic (Age Group)
Conservative, reserved, shy
Outgoing,Fun Loving,
Bindaas
Psychographic (Attitude / Behavior)
North
East
South
West
Indian Geography
Plain Salted
Nimbu flavor
Spicy / Red Chilly
Mustard
Sting
Taste
Segmentation:
•Age Group•Attitude/Behavior•Geography•Taste
Targeting
Indian Geography & Taste
WestWest
NorthNorthEastEast
SouthSouth
20-35
Years
Demographic Age Group
Outgoing,Outgoing,Fun Loving, Fun Loving,
BindaasBindaas
Attitude / Behavior
Spicy / Red Chilly
Mustard Sting
Nimbu Spicy
Plain Salted
Positioning
•Crisp and Clear Punch line
•Bingo! is positioned as a youthful and innovative snack, offering the consumers with choice in terms of both formats and flavors including Local tastes.
Marketing Mix Strategy•Product
•Indian Flavors•Variety of Flavors•Healthy variants•Attractive Packaging
•Price•Leveraging cost-effective manufacturing•Frontal Attack on Lays with Packs for ` 5, ` 10 and ` 20
Marketing Mix Strategy•Place
•4 Lakh merchandise racks all over India•Available in 250000 outlets at the end of 6 months•Alliance with Future Group to stock only Bingo
•Promotion•Humor in TV Ads resulting in Awareness and Trial•World Cup Season•Through the Bingo racks•Interactive Website
Branding Strategy
Catchy
Recallable
Easy toPronounce
Trendy and Fun
What’s in my name ?? (Brand Name)
Branding StrategyWho am I ?
(Brand Identity)• Bring excitement to the lives of
the customers.
• A brand which is for the whole
country by providing the
customers with tastes (flavors)
from all around India.
• Bingo identifies itself as a brand
which is youthful, fun and colorful
What do I portray ?(Brand Personality)
• Innovative
• Experimentative
• Adventurous
Branding Strategy
Contingency Strategy
• ---------
Implementation
• -------
Thank YouReferences:
• www.itcportal.com
• www.allbusiness.com
• www.financialexpress.com
• www.wikipedia.org
• www.bingeonbingo.com
• www.google.com
Compiled By:
• Prashant Deshinge 05
• Suchitra Natrajan 45
• Vishal Suri 51
• Chetan Mav 54
• Nawal Agarwal 55
• Nipun Mehra 58
• Ganesh Koran 60
• Manan Valia 62