MARKETING

STRATEGY OF

KRITHIKA SHETTY 208
HRISHIKESH CHUMBLE 190
AMIRTHA SUNDARAM 183
AMBAR KADAM 204
REVAN MENKUDALE 212
MILIND NAIK 219
POONAM POPAT 225
RAKESH RAJDEV 227

ITC is one of India's foremost private
sector companies.
The market capitalization is nearly
US $ 22 billion and a turnover of US
$ 6 billion.
The company is currently headed by
Yogesh Chander Deveshwar.


It is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's
Most Reputable Companies by Forbes
magazine, among India's Most Respected
Companies by Business World and among
India's Most Valuable Companies by
Business Today.

ITC was incorporated on August 24, 1910 under
the name Imperial Tobacco Company of India
Limited.
The name was changed from Imperial Tobacco
Company of India Limited to India Tobacco
Company Limited in 1970 and then to I.T.C.
Limited in 1974.
The Company's headquarter building, 'Virginia
House is located in Kolkata, India


VISION AND MISSION STATEMENT
INDIAN SNACKS INDUSTRY
Comprises bakery products, ready-to-eat mixes,
chips, namkeen, etc.
Worth Rs 100 billion in value and over 4,00,000
tonnes in terms of volume
Growing around 10% for last three years
Branded segment is growing around 25% per annum
Major players in branded segment include Frito Lay
and Haldirams
Potato based snacks constitutes the largest segment
of the industry


Launched by ITC on 14
th
March 2007
Aim to capture 25% market share
Challenge to the monopoly of Frito Lays
Includes an array of products in both
Potato Chips & Finger Snacks segment
Research: Demand for novelty and
excitement in exiting snacks
Taste: Came up with 16 Innovative
Flavors
Traditional Segment
Western Segment
Finger Snacks Segment
Lays share reduce from 65% to 45%
High Decibel Advertising
Regional Flavors
Distribution Strength
Offering a higher margin (4% -5%)






27%
16%
45%
12% Haldiram
Bingo
Lays
Others
After the launch of Bingo, Dec 08
25%
65%
10%
Haldiram
Lays
Others
Before the launch of Bingo, Mar
07
Market Share: Organized Sector
TARGETING
(Choosing a specific
segment for the
campaign)
POSITIONING
(Designing a distinctive message to
appeal to the targeted segment)


DEMOGRAPHIC

Age
Income
Gender
Occupation
Education

PSYCHOGRAPHICS



Personality
AIO(attitudes,
interest, opinion)

BUYING BEHAVOR

Initiator
Evaluator
Decision maker
Purchaser

USAGE PATTERNS


Heavy
Medium
Light

12 - 20
Years
20-35
Years
35-
50
Year
s
> 50 Years
Demographic (Age Group)
Plain
Salted
Nimbu
flavour
Spicy /
Red Chilly
Mustard
Sting
Taste
Conservative,
reserved, shy
Outgoing,
Fun Loving,
Bindaas
Psychographic (Attitude / Behavior)
NORTH
EAST
SOUTH
WEST
Indian Geography
Segmentation

Age Group
Attitude/Behavior
Geography
Taste

20-35
Years
Demographic Age Group
Outgoing,
Fun Loving,
Bindaas
Attitude / Behavior
Spicy /
Red
Chilly
Mustard
Sting
Nimb
u
Spicy


Plain
Salted
Zones & Taste



Youthful positioning

www.bingeonbingo.com for 25-
and-under innovative segment

Variants in flavors as youth are
experimental, like Achaari masti,
Chatkila nimbu achaar, Red chilly
dhamaka

Utilized the concept of
CROWDSOURCING for Bingo Mad
Angles


POSITIONING
Whats in my name ?? (brand name)
Easy to
Pronounce

Trendy and
Fun
Exclamation
Mark

Recallable

Catchy



A brand with various flavours
A youthful, fun and colorful brand
Unique shapes
Easy punch line

How do I look? (Brand Packaging)

Attractive packaging
Pictorial view of the
flavour
Names provided to various
variants
)
Innovative:
Unique shape
Unique musical sound
Experimentative:
Flavours like achari
masti,
red chilly dhamaka



Pricing Strategy


SKUs priced Rs 5, Rs
10, Rs 20

Recently launched Rs 3
SKU of Kurkure




Consistent with
competition


Chala Change Ka Chakkar

Chai Time Achievers

Posters at unconventional retail points

Brand Ambassadors
Kurkure Express
Launched during World Cup 2007

Slapstick humor & Irrelevant theme

Blitz Krieg promotion

Bingo National Gaming Championship


Well established network


Manufacturing plants in Punjab and Pune




Aims at investing Rs. 20 crore


30 CFAs
800
distributors
4 lakh
retailers
1 million
retail
outlets
Distribution Strategy of
Well established network
Distribution Strategy of

POS material

Retailers

Alliance with Future Group







Content that encourages people to pass on
the message is referred as Viral and the strategy is
called as Viral marketing.
Induces Web sites or users to pass on a marketing
message to other sites or users.
It can be done through buzzwords, word of mouth
and viral video etc.
Trickling DOWN Approach
Trickle IN Approach
Giving away products or services.

Making people feel something.

Doing something unexpected.

Using existing communication networks.

Allowing effortless transfers and never to restrict
access.


Internet Search Engines & Blogs.
Social Media Interconnectivity
Television & Radio
Multiple forms of Print and Direct
Marketing
Customer Participation & Polling services
SMS


A viral video is one that becomes popular
through the process of internate sharing and
email.

It often contains humorous content and
include televised comedy sketches.

A viral video is any video that's passed
electronically, from person to person, regardless
of its content.

ITC's Bingo has always been known for their adoption
of different kind of advertising strategy.

They have launched a new viral developed by
Contests2win. It is in essence a spoof on the long
winding saas bahu soaps on T.V.
SWOT ANALYSIS
STRENGTHS:

Well established
network
16 different flavours
WEAKNESS:

New entrant in market
Tough competition
OPPORTUNITIES:

Fragmented Market
Few Players

THREATS:

Unorganized Market
Stiff Competition with
Regional Players

Frito Lays still holds the greater share of
market as compared to ITCs Bingo
Bingo is expected to grow very fast and will
be a major threat to its competitors.
Thank You