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Bingo! Mad Angles: ITC Interrobang Case Challenge 2011

This document provides information about the Bingo! Mad Angles snack brand case challenge submitted by Team Gimmickers from IIM Indore. It includes details about the product category, target consumers, buying patterns, reasons for Bingo's success, strategies for increasing market penetration and customer loyalty, dealing with competition from brands like Kurkure and Lays, and opportunities for market development in South India. The team proposes innovative strategies like social media engagement, new flavors, exclusive combinations at food outlets, and leveraging entertainment properties to build the Bingo! brand.

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Tejaswi Vinnakota
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70 views10 pages

Bingo! Mad Angles: ITC Interrobang Case Challenge 2011

This document provides information about the Bingo! Mad Angles snack brand case challenge submitted by Team Gimmickers from IIM Indore. It includes details about the product category, target consumers, buying patterns, reasons for Bingo's success, strategies for increasing market penetration and customer loyalty, dealing with competition from brands like Kurkure and Lays, and opportunities for market development in South India. The team proposes innovative strategies like social media engagement, new flavors, exclusive combinations at food outlets, and leveraging entertainment properties to build the Bingo! brand.

Uploaded by

Tejaswi Vinnakota
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Bingo!

Mad Angles
ITC Interrobang
Case Challenge 2011

Team Name:- Gimmickers


Institute:- IIM Indore
Team Members
Arjun Nair |- Ashwin Iyer |- Darpan Mahajan |- Nupur Gupta

PRODUCT
CATEGORY

Snack Industry !

Health
Novelty
Taste

Proactively seek novel tastes and


experiences
Show preference for branded
snacks
High impulse purchase
behavior

Explorers

Prefer small
SKUs
Taste, flavor, textures
used to evaluate snacks

Health
Novelty
Taste

Health
Novelty
Taste

Health
Seekers

Easy going

Consumption habits
Home
Home
Consumptio
consum
n
ption

Buyer Housewives

Out-ofhome
consumptio
n

Influencer
- Children
and youth

Buying
Patterns

Market
scenario
Snack
Segment

Reasons for Bingos success


Regional
Flavors

First
Entrant

Early
Entrant

Initiator

Lagga
Laggard
rd
Entrant
Entra
nt

Imitator

'No confusion.
Great combination' !

Retail tieups

TRY and Gain market share


Imitates competitors
through intense audience
ME too Product
engagement and Continuous
Innovation unique mix of taste,
bite and shapes.
Since Bingo is
Continue creating
positioned as a
its popularity as an
snack for the youth,
ideal snack
not using a nationamongst target
wide brand
audience who are
ambassador is a
in-turn
good move,
influencers when
Especially with the
it comes to
wacky humor
purchase of this
product category

Distribution
Muscle

Clutter
breaking
advertising

Explore possibility
of advertising
Bingos array of
flavors as the
first choice, or
something trendy
amongst the
youth, in addition
to already
existing wild- nwhacky theme

MARKET
Penetration

Increase users!
Identify
high
Snacking
areas

Ensure
Availability

Buzz and
heavy POP
advertising

Snacks in Railways
aboard Rajhdhani and
Shatabdi
Use Social Media as a
Sampling Platform:
Bingo! beach trails to generate
brand recall and Buzz
Condition consumers to
associate Bingo! with good
movies and good times in
theatre.

Exclusive Bingo! Combinations at


HORECA outlets leveraging existing
SLAs
Introduce low price skuS AT RS 3 TO GENERATE TRIALS

Pop- Point Of
Purchase

MARKET
Penetration

Increase usage!
Redefine snacking rules
SNACK AT NIGHT
Build usage
Imagery through
advertisements

Build Badge Value: by coming up with


special packages for Special/festival
occasions and gift packs etc.

Introduce Higher SKUs with Value Pack


specifically with vacuum lock

Highlight Health
Aspect- that the
snacks are Baked or
Roasted not fried

Customer
Loyalty
Intense audience
engagement campaigns !

VERY Active FACEBOOK PAGE


1,299,184 likes
Daily MAD ACADEMY UPDATES
Engulf consumer
beyond digital space
in real life as well
as Kurkure does in
regular intervals
with spend time with
family or send in
your recipe

BINGO! And MTV


BAKRA DIN

Leveraging Web 2.0 for Maximum consumer engagement

Customer
Loyalty

Product Placement in TV serials

Bingo SMS Message Tones

Twaing !!

Introducing newer
variants (flavours
and shapes) and
sauces satchels: for
newer combinations,
for tickling
sensational tastes.

Cross Variant Coupons -Coupons in


packages offering free trials for
smaller SKUs of other variants)

Dealing with
competition
PepsiCo
Lays, Kurkure, Lehar Namkeen, Cheetos, Uncle Chips, Kurkure Desi Beats
Desi beats recently launched as a direct frontal attack for Bingo! mad angles
Celebrity endorsements, with advertising outspends of more than 3.5:1 compared
to bingo!

Parle
Smart Chips, Cheeselings, Must bites, Hippo

Haldiram and Balaji


Discount players offfering more grammage for same price points
Largely dominant in the western part of the country , controlling more than 50% of
the market
Launching triangular shaped variants imitating Bingo!s Mad Angles

Unorganized market
Non Branded packaged snacks
Also includes hot and fresh preparations from restaraunts and small shops

Competitive
Response
Invest to create superior
value for customers
hav products in
Pipeline to be introduced in
regular interval
Run strong Customer
Loyalty programme
Collaborative
Distribution with
PEPSICO
Competition
TRY and Gain market share
through intense audience
engagement and Continuous
Innovation with a unique mix of
taste, bite and shapes

Analyzing CompetitionKurkure Strategy


High connect with housewives the decision makers for snack purchase for
home consumption

Helps achieve consistency across ads,


She is not endorsing many brands simultaneously, hence
kurkures ad stands out
Advertising Humor and Juhi Chawla as a perfect brand fit irreverent and chatpatta attitude,

Houseful PACk
and On pack
offers

High on variants and


direct competition to
mad angles with Desi
beats

COMMON
BuildING Badge Value: by coming
up with special packages for
Special/festival occasions and
gift packs etc.

High on Consumer Engagement Programs

Distribution :
vending
,
machines of
PepsiCo
beverages and
snacks
together

Market
Development
in South
Consumer
Connect
Brand
Fit
ROI
Craze for over the top south
Indian movies provide an
excellent platform

High preference for


traditional
flavours/dishes in
South, justifies
investment into
more variants
similar to the habit
snacks available in
south

Unorganized snacks in the form of


banana chips and equivalents could
be
a
reason
for
lackluster
performance of the branded snacks

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