Bingo: Marketing Mix

Marketing immingle Product dodging bingo positioned itself as chips with an Indian twist. The 16 flavours introduced at launch were carefully create through R&D The initial offerings were a mix of spud chips and finger snacks The potato chips segment includes variants like masala, salted, tomato inspired by snacking habits of Indian consumers The offerings under finger snacks include Pakoda (Live Wires) and Khakra (Mad Angles) These offerings were further differentiated by providing SKUs at Rs. , Rs. 10 and Rs. 20 Marketing Mix determine Strategy The main objective for ITC was to compete effectively with the existing players. Hence, ITC launched a direct frontal attack by introducing similar priced SKUs ITC already enjoyed cost advantage over competitors through its eChoupal initiative. This also facilitated timely hand over of raw materials ITCs printing and packaging business also croak to high quality, cost effective and innovative packaging Marketing Mix Promotion al Strategy Bingo was strategically launched at the time of field cup to cash in on the popularity of snacks among the cricket lovers of the country The advertise strategy revolved around slapstick humour and irrelevant themes to founder eyeballs, garner attention and interest, and stand out from the clutter ITC booked 10 to 15 spots per channel per day, 20 spots on radiocommunication stations supported by thousands of hoardings publicizing the product.According to industry estimates, the total advertising spent in the initial 6 months were roughly 100 crores magic spell its competitor Frito-Lay focussed on celebrity endorsements, Bingo chose a different route Since the product is aimed towards the young population, digital media was heavily used. For instance, the Bingo depicted object Gaming Championship crosswise 4 cities with more than 25000 participants Bingeonbingo. com and Mad Angles crack application (Facebook) were other initiatives in online media Marketing Mix Distribution Strategy ITC already had a well-established distribution network through its cigarette and tobacco plant related offerings which were leveraged for Bingo Further, the company distributed around 4 lakh racks across all retailers to display the brand at all Points-of-scale Within 6 months Bingo was available across 250000 retailers in the country A important alliance with Future Group led to all future assembly retail outlets like Big Bazar, Food Bazar stocking only ITCs Bingo HORECA (Hotels, Restaurants and Catering Sector), Local betel shops are all creation used to distribute Bingo to a wide range of audiencesValue proffer Variety and innovation in a largely undifferentiated commercialize Foray into the Health Snacks segment by introducing Bingo as cook Chips ITC launched Bingo in 16 flavours to cater to the tastes of the country Leveraged the retail and merchandise expertise of ITC Foods Market Share before Bingo 25% 10% 65% Lays Haldirams Others Mark et Share after Bingo Lays 12% 27% 45% Bingo Haldirams 16% Others