New Delhi Institute of Management

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READY T

O EAT

FOOD A

ND

SNACKSBin

go an

d Lay

’s

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M M R E A DY T O E AT F O O D & S N A C K S2

Ajahar Husain 187Gaurav Pandey 207Rajat Kumar 233

Avinash Kumar 197

Rajnee Yadav 236 Vivek Singh 218

Presented By:

Presented To:

Mrs. Veena Kumar

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M M R E A DY T O E AT F O O D & S N A C K S

Contents

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4

Company Profile : ITC and PepsiCo

Introduction

STP

4P’s

SWOT Analysis

Distribution channel

CSR Activities

Conclusion

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Key Player in Snacks Market

ITC Staples and Snacks

Nestle Dairy, beverages ,and snacks

PepsiCo Beverages ,and snacks

Haldiram Snacks

Britannia Bakery Product

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46%

37%

17%Fun for you snacks

Fun for you Beverages

Fun for you beverages and snacks

Portfolio

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ITC Company profile

ITC India Ltd. : Founded in 1910

Head quarters: Kolkata India

Key people: Chairman Y.C. Deveshwar

Director : K.Vaidyanath

CFO : Partho Chaterjee

Industry : Tobacco, Food and hotels

Employees: 20,000

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ITC India's foremost private sector company

Market capitalization nearly US $ 18 billion

ITC rank among India’s 10 valuable company

ITC turn over US $ 4.75 billion

Where company stands

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Market capitalization, Profit

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Net Profit of ITC in 2012

7 k

ITC

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Vision:

Mission:

Values:

Sustain remarkable position in market

To enhance the wealth generating capabilities

Customer focused ,high performance

Growing value for the Indian economy

Working for you, working for society

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Products of ITC

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Entered in india 1989

Investment US $ 700 million

Brand is available nearly 200 country

Share in India in soft drink 85%

Employees : 16700

CEO&chairperson : Indra Nooyi

Head quarter : Gurgaon

Company profile of PepsiCo

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India’s selling food and beverages company

Where company stands

Revenue in 2011 is more than 45 billion

Market capitalization nearly US $ 14 billion

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Vision:

Mission:

Values:

To benefit society and shareholder

To be the world’s premier consumer product company

Care for our customers, our consumers,

and the world we live in

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Products of PepsiCo

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Competitor

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Awareness about bingo ,lay’s

Bingo Lays Haldiram Other0

10

20

30

40

50

60

70

80

90

Awareness

Brands

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Data is given in %

Segmentation,Targeting,positioning

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Segmentation (Bingo)

12-20 20-35

35-50Above 50

Conservative,reserved,shy

Outgoing ,fun loving ,bindaas

West East

South

North

Mustard sting

Nimbu flavor

Spicy/Red chilly

Plain salted

Demographic (Age) Psychographic (Attitude)

Geographic (Location)

Behavioral (taste)

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Targeting (Bingo)

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North

South

West East

Positioning (Bingo)

Youthful and innovative snacks, including local tastes

Positioned as a good quality snacks

Offering wide variety of choices in term of formats and flavors

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What’s in my Name ??

Easy to pronounc

e

Exclamation Mark

Recallable

Trendy and

Funny

CatchyApr 8

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Market share of Bingo in 2011

Before the launch of the bingo

After the launch of the bingo

45%

27%

16%

12%

lay's HaldiramBingoother

65%

25%

10%

lay's Haldiram

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Segmentation (Lay’s)

6-11 12-19

20-3435-50

Lifestyle

West East

South

North

Attitude Benefits

Usage Rate

Occasions

Demographic (Age) Psychographic (Attitude)

Geographic (Location)

Behavioral (taste)

Personality

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Targeting (lay’s)

15-35years

Light Users, New ConsumersNorth

EastWest

South

Tomato tango

Classic Salted

Lime and Masala

Magic Masala

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Positioning (lay’s)

Positioned as a very good quality snacks

International taste with snacks

Wide selection to fit every lifestyle of consumers

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4 P’s of Bingo

Product Price

Place Promotion

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Product

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Bingo offering many flavors Product Description

Juicy Tomato Ketchup- Ripe tomatoes on crisp

Spicy Masala Remix- A mix of spicy masala

Cream N Onion- Cheese, cream and spring onion

Pickle Tickle- Achaari lemons

Red Chilli Bijli- Spiced up with red-hot chilli

Premium Salted- Salted crunchy potato chips

Potato Chips-Variants

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Nutrition facts of Bingo

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Price and packaging

Pack Price 12g 5

35g 10

100g + 20g free 20

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Place

Well -established distribution network Within months

Bingo was available across 2,50,000 retailers across

Company distributed 4 lakh racks across all the retailers

HORECA ,Local shops used to distribute Bingo

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Distribution Channel of Bingo

MU Food Products

Hub

Wholesaler

Retailer

Pan Dabbas

Malls

Small Retailers

Distributor Exclusive

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Promotion

Launched at the time of world cup

Advertising strategy,

Didn’t have an ambassador

Bingo National Gaming Championship across 4 cities

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Bingo railway station ad.flv - Shortcut.lnk

Social Media of Bingo

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Contd.

Winter vacations, students watch lot of television

In 2012,Tie-ups: UTV Bindass , MTV, Zee TV

30 seconds ads cost Rs 50,000 to 1 lakhs

Set up a blog on the Website

Will help in Viral Marketing

TVC (Television Commercial)

Online Promotions

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CSR of Bingo

Primary Education

Women’s Empowerment

Agriculture Development

Water Conservation

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4 P’s of lay’s

Product Price

Place Promotion

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Product

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Lay’s offering many flavors

Hot and Sweet Chilli - Enjoy the sugar ‘n’ spice

Magic Masala - It has herbs and spicesTomato Tango- Blast of tomato flavors Classical Salted - Natural oil and saltMexican Cream - Sour cream and onionLime and Masala - Limon flavor & masala Chat Chaska - Combination of all the flavors

product description

Potato chips-variants

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Nutrition facts of Lay’s

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Price

Pack Price

13g 5

32g 10

100g + 15g free 20

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Place

Sold everywhere including subways, stations, movie halls

Well-established network of distributors

800 distributors who sell to 4 lakh retailers

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Distribution Channel of Lay’s

Manufacturing firms

Regional offices/Depot’s

Distributors

Retail outlets

Customers

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Promotion

Signed the ambassadors Saif Ali Khan and MS DhoniSport events are the primary promotional technique

In-store promotions

Indian versions of lay’s flavor

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Lays with your favorite cricketers Indian Commercial Ad.mp4 - Shortcut.lnk

Social media of Lay’s

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CSR of Lay’s

Water Conservation

Healthy Kids

Environmental Sustainability

Human Sustainability

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S W

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SWOT Analysis of Lay’s

Strength Weakness

Opportunities

Threats

SWOT Analysis of LAY’S

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Distribution and sales effort

Attractive advertisement

Brand image

Loosing consumers

Less quantity as compared to other

Increasing demand

New segment

Competitors

Customer Demand

STRENGTH WEAKNESS

OPPORTUNITIES

THREATS

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S W

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SWOT Analysis of Bingo

Strength Weakness

Opportunities

ThreatsApr 8, 2

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Popular brand

Reasonable price

Give customer options

Limited in rural market

Health conscious people

Advertise-online and offline

More flavors help in grow

Threat from local substitute snacks,

Boycott by health conscious people

STRENGTH WEAKNESS

THREATSOPPORTUNITIESOPPORTUNIRIES

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Conclusion After survey at retail outlet and doing a comparative analysis we found that

Lays has been around for a longer time and has it’s loyalists.

Lays scores on flavor while bingo is crunchier.

Right now Lays has the upper hand but Bingo has a good thing going with new and innovative products like ‘Mad Angles’.

There is a need to put the image of product Bingo in the mind of customers before the come to purchase at shop.

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THANK

YOU

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