ITC Foods Launches Bingo

Fifth major line of foods business Innovative and Differentiated Array of products in both Potato Chips & Finger Snacks segment. Fast-moving branded snack market growing 30 % every year
Bingo

Market Capitalization :- US $ 18 billion Turnover :- US $ 4.75 billion

About ITC

India's top 10 `Most Valuable (Company) Brands

presence in Cigarettes,

About Company

Hotels,
Paperboards & Specialty Papers, Packaging,

Agri-Business,
Packaged Foods & Confectionery, Information Technology,

Branded Apparel,
Personal Care, Greeting Cards, Safety Matches and other FMCG products

Sales
16% Market Share in the snacks industry

Costs
Manufacturing Facility Haridwar (Rs 700 crore) Offering a higher margin (4% -5%)

Future investment of 150 crore

Rs 60-70 crore on campaign

Competition
Lays Kurkure Balaji

Profits
Low Profit ( as compared to other rival products in Branded Packaged Food)

Which Customers target?

All type of customers Customer Age Group : 15 50 HORECA (hotels, restaurants and cafes)
Introduction Stage

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)

Offerings from Bingo

Initial offerings: Potato Chips

Finger Snacks segment

Potato Chips Variants:- (Habits of different parts of the country) Masala Flavours Salted Flavours Tomato Flavours South inspired Finger Snacks offerings:(Unique & Innovative) Pakoda inspired Live Wires Khakra inspired Mad Angles Tedhe Medhe

Advertising
Bindass Channel Website Timed around the World Cup Television Commercials Outdoor Hoardings Merchandise rack (500- 600 0utlets)

Tele-Marketing Ads
Five 30 second commercial at same time

Ads dubbed in Hindi

Better Brand Recall Focus on Products & Brand Management Tag Line focus on combination of offers Youth Channels e.g :- Star, MTV, Zee etc

Internet
Target Audience :- Age group of 20-35 Website :- www.bingeonbingo.com Virtual World Free offers Games
Bingo

Downloads

Mobile games
Banners :- Yahoo, Rediff & Sify

Radio & Hoardings

Youngsters traveling hours

20 spots a day Radio One & Radio

Mirchi

Outdoor Hoardings in Top 30 cities

Bingo @ Growth Stage

Growth Stage

Eaten up Market Share of Lays in 9 months 16% market share @ Snack market Now aiming for 25% Lays share reduce from 65% to 45% High Decibel Advertising Novelty Factor Regional Flavors Distribution Strength

Thank You