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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

http://en.wikipedia.org/wiki/ITC_Infotechhttp://en.wikipedia.org/wiki/ITC_Infotech

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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.