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ContentsContents
Introduction
1
Marketing & Research Objective2
3 Qualitative Research
4
5
Quantitative Research
Conclusion
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About ITCAbout ITC
Market Capitalization : US $18 BillionTurnover : US $4.75 Billion
Indias Top 10 Most Valuable (Company)Brands
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Diversified PresenceDiversified Presence
Cigarettes
Hotels
PaperPackaging
Agri-Business
Packaged Food & Confectionery
IT
Branded Apparel
Personal Care, Greeting Cards and other FMCG
products
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Bingo!Bingo!
Array of products inboth Potato Chips &Finger Snacks
segment
Branded snackmarket growing at30% every year
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Offerings from Bingo!Offerings from Bingo!
Initial Offerings: Potato Chips
Finger Snacks Segment
Potato Chips Variant Masala Flavours
Salted Flavours
Tomato Flavours
South Inspired
Finger Snacks Offerings Pakoda inspired LiveWires
Khakra inspired Mad Angles
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Target CustomersTarget Customers
Type: Youthful, Innovators
Age Group: 20-35
Customer Type: Packed-snack-on-the-goCategory: Impulse Buy Category
Hotels, Restaurant, Cafes
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CompetitorsCompetitors
Frito Lays
Kurkure
Haldirams
Uncle Chips
Regional snacks
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LOGO Market Position of
Bingo!
Market Position of
Bingo!
The Indian Snack Industry is about 2500 crores
Market Share as on December 2008
Frito Lays
48%
Haldiram
25%
Bingo!
16%
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Marketing ObjectiveMarketing Objective
Positioning of Bingo! in the snack foodindustry
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Research ObjectiveResearch Objective
Find key driving factors in the snack industry
Identify competitors for Bingo! in the industry
Competitive advantage of Bingo! in its category
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Key Information AreasKey Information Areas
Consumer Profile
Product characteristics
Product ReachInfluencers
Brand awareness
Consumption patterns
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VariablesVariables
ConsumerProfile
Age
Gender
Income
Occupation
Marital Status
City
Access to Home food
Frequency of snackconsumption
Health Conciousness
Taste Preference
ProductCharacteristics
Taste
Quality
Lickability
Packaging
Variety
Value
Price
Product Reach
Availability
Influencers
Peer Groups
Past Experience
PromotionalMeasures
Brandawareness
Brand Recall
Consumptionpatterns
Frequency
Purpose
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Research MethodologyResearch Methodology
Qualitative
Focus Group Discussion (8 members) 1
Semi-structured question pattern
In-depth Interviews (Individual) 10
Semi-structured question pattern
This data is not used for statistical analysis
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Research MethodologyResearch Methodology
Quantitative
Survey Questionnaire
Sample size 115
Age group of sample Between 15 to 40 years
Pilot study with 20 respondents was done beforelaunching the final survey questionnaire
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LOGO ualitative Research -
FGD
Qualitative Research -
FGD Homogenous group of students within Age Group 20-25 -Confident,dressed casually
No access to home food, do not prefer the regular food Lack of time, stressed schedule, work late in the night
Group Profile
Anything from Samosa and chat to chips, biscuits and chocolates Most of them preferred Indian snack like samosa, pani puri to similar
flavours in packeted food
Prefer Quick Snacks
Snack Industry
Try new flavours Anything on the shelf, depends on the mood when the packet is picked
Chips & Finger Snack Industry
All aware of product Most knew the brand because of the Ad, but do not like the Ad as such
Bingo Awareness
Some did not try because it is not available Others like their regular flavours
Intention to purchase
Peer Groups Past Experience
Influencers
Something that tastes good Time Pass
Purpose
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LOGO Qualitative Research -
FGD
Qualitative Research -
FGDTOMA
Snack Industry Samosa, BiscuitsChips & Finger Snack Industry Lays
SpontaneousSnack Industry Biscuites, Cake, Carbonatedsoft drinks, Chat, Chips, Chocolates,Coffee/Tea, Fruits/Fruit Juices, Ice-cream,Namkeen
Chips & Finger Snack Industry Lays,Kukure,Haldirams, Bingo, Uncle Chips, Pringles,Lehar Namkeen
Aided Snack Industry - Samosa, Cake, Chips,Biscuit, Puff/Sandwich, Pani-puri
Chips & Finger Snack Industry Lays,Kukure,Haldirams
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Qualitative ResearchQualitative Research
Interesting findings
Group preferred sweet flavour and mild flavours tospicy flavours
Beverages were also considered substitutes forsnack
Do not like the Ad for Bingo!, as it does not say muchand is not funny too
Do not remember flavours, but recall only packetcolours of Bingo!
Do not know of the Bingo Chips, aware of MadAngles only
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LOGO In-Depth Interview -
Snapshots
In-Depth Interview -
SnapshotsStudents 4
Taste is an important criteria
Variety of flavours
Novelty Factor
Packaging Variety in Size
Preference for lower price products
Snacks become substitutes for regular food dueto time constraint (lifestyle)
High Peer Group Influence
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Interview SnapshotsInterview Snapshots
Parents 3
They mainly seem to buy for their kids
Promotional offers like freebies
Highly influenced by TV advertisements They seem to prefer products with bright packaging
Consider this category of food as unhealthy andhence tend not to buy it regularly
They feel that the flavours are a bit strong Children and Adults like to lick the packet after eating
Bingo!
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Interview SnapshotsInterview Snapshots
Working professionals 3
Impulse-buy
Hence availability is considered as important for
them
Promotional offers dont influence them greatly
They dont buy frequently because they considerit to be unhealthy in the long run
Tried the product Bingo after they heard about iton TV Ad
Bingo is like Kurkure, spicy.. Thats it
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Data AnalysisData Analysis
Consumer Profile
Age
Gender
Income
Occupation
Marital Status
City
Access to Home food
Frequency of snack consumption
Health Consciousness
Taste Preference
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Respondent ProfileRespondent Profile
Student46%
GovernmentEmployee
7%
Private Employee17%
Self Employed15%
Un Employed4%
Home Maker11% Occupation
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0 10 20 30 40 50 60
Less health Concious
Indifferent
Very Health Concious
Health Conciousness
0
0
40
60
80
100
1 0
Biscuitese
h thips
hocol tesFruits
Ice-cre mN m een
89
6661
96
64 71
68
47
105
67
34
96
8
54 64 67
Preference Av il bility
Preference / Availability
B se: 115
B se: 115
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0%
10%
20%
30%
0%50%
Sweet Mild Flavours Spicy flavours
Tastes
Tastes
Base: 115
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Brand AwarenessBrand Awareness
Lays, 107
Bingo, 33
Haldirams,
58
Kurkure,49
TOMA: 90 out of 115 respondents
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Reliability StatisticsReliability Statistics
Cronbachs Alpha N ofItems
0.706 9
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SWOT AnalysisSWOT Analysis
Lays Bingo Haldirams Kurkure
Has the taste I like 1.68 0.87 -1.06 -1.49
Many flavours to choose from 3.20 -0.22 2.20 -5.19
It is less oily -0.71 0.22 -2.58 3.07
Has Indian flavours -0.28 -1.09 3.07 -1.71
The packet contains less air -3.11 4.78 -2.36 0.68
Readily available 1.24 -2.17 1.12 -0.19
Promotional offers -2.02 0.65 -2.14 3.51
End up licking my fingers when the packet is empty -2.45 2.83 2.64 -3.01
Packaging 0.59 -1.09 -4.75 5.25
Advertising campaigns 3.63 -1.52 -6.93 4.81
Value for money -2.02 -3.70 7.42 -1.71
Price -2.45 0.22 6.12 -3.88
Available in various packet sizes 2.55 -2.61 -0.19 0.25
It's roasted and not fried 0.16 2.83 -2.58 -0.40
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SWOT Analysis - BingoSWOT Analysis - Bingo
Perceived as Lessoily snack as comparedto competitors
Bingo Promotionaloffers can increase itssales
Respondents ratedLays and Haldiramsclose with Bingo onTaste
Close competition withall the competitors onIndian flavours
Value for moneyPacket Sizes are notvaried
Not readily available
That the packet isperceived to containless air
It is baked and not friedsnack
Packet contents arelickable
Strengths Weakness
OpportunitiesThreats
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Jaccard AnalysisJaccard Analysis
We have identified that varieties offered and availability of the product arethe category drivers for this particular industry.
Attribute Overall
Advertisement 0.362
Availability 0.392
Packaging 0.382
Promotion 0.343
Quality 0.328
Taste 0.372
Value 0.331
Variety 0.410
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Regression AnalysisRegression Analysis
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Univariate AnalysisUnivariate Analysis
Taste:
Lays scores better with majoritybetween scores of 4 & 5, while Bingoborders on scores of 3 & 4. HenceLays is perceived to be of bettertaste.
0
51015202530
1
2
34
5
Taste
Lays
Bingo
Haldirams
Kurkure
0
10
2030
401
2
34
5
Availability
Lays
Bingo
Haldirams
Kurkure
Availability:
Lays leads by a hugemargin, Bingo is strong with 30%
rating it at 3 and 40% rating it at 4
Base: 115
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Univariate AnalysisUnivariate Analysis
Value:
Haldirams & Lays are in closecompetition in this criteria
0
10
20
30
401
2
34
5
Quality
Lays
Bingo
Haldirams
Kurkure
0
10
2030
401
2
34
5
Value
Lays
Bingo
Haldirams
Kurkure
Quality:
Lays leads here with Bingocoming up in second place.
Base: 115
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LOGO Evaluating Bingos AD
content
Evaluating Bingos AD
content
Base: 101
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TV Ad44%
Word of Mouth27%
Display on shop29%
First heard ofBingo from
Base: 106
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Bivariate AnalysisBivariate Analysis
Column1 All No Children for Children
Promotion 57 20 37
Advertisement 63 22 41
Packaging 70 25 45
Base: 115
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LOGO Age vs. Taste:
B
rand-wise
Age vs. Taste:
B
rand-wise
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lays Bingo Haldiram Kurkure
25-40 years
19-25 years
>18 years
Base: 65Base: 65 Base: 45 Base: 26
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LOGO Age vs. Quality:
B
rand-wise
Age vs. Quality:
B
rand-wise
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lays_Quality Bingo_Quality Haldiram_Quality Kurukure_Quality
25-40 years
19-25 years
>18 years
Base: 71 Base: 70 Base: 45 Base: 14
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LOGO Income vs. Value:
B
rand-wise
Income vs. Value:
B
rand-wise
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lays_Value Bingo_Value Haldiram_value Kurkure_Value
> 6 lac
4-6 lac
2-4 lac
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LOGO Bingo Preference vs.
Occupation
Bingo Preference vs.
Occupation
0
5
10
15
20
25
30
35
40
The packetcontains less air
Value for money Price
All
Student
Working Adult
Base: 36 Base: 22Base: 31
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ConclusionConclusion
The driving factors of the snack industry are:
Variety
Lays leads
Even though Bingo has the most varieties (16), itstill lags behind Lays.
This could be due to low awareness of thedifferent flavours of Bingo!
Availability
Lays & Haldirams are rated the highest
Bingo lags behind in this aspect
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Conclusion.. Contd.Conclusion.. Contd.
Competitive Advantage of Bingo!
It is perceived to contain less air due to theshape and size of the wafer
It is baked and not fried
Bingo currently does not advertise its strength inthis area.
People are more health conscious (58% ofrespondents)
More product content could be added to itsadvertisements
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Conclusion.. Contd.Conclusion.. Contd.
From in-depth interviews:
Lot of people prefer to have crunchy and sweettype of snacks
Bingo can explore this segment
Bingo has not tried any promotional offers as away to attract consumers
From the interviews, it was observed that it is agood way to reach kids through promotionaloffers
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