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    Marketing Innovation: Submitted by Esther Jacob Mathews Nirmal Singh MBA-Gen (Ist

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    The document discusses the Indian snack food market and competition between major players ITC Bingo and Frito-Lays. It outlines ITC Bingo's product launch in 2007 including new Indian flavors. It also describes Frito-Lays' response through new product lines and expanded distribution channels. Finally, it mentions Frito-Lays' marketing innovation campaign in 2009 where consumers submitted new flavor ideas.

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    Marketing Innovation: Submitted by Esther Jacob Mathews Nirmal Singh MBA-Gen (Ist

    Uploaded by

    esperanzaej
    48 views10 pages
    The document discusses the Indian snack food market and competition between major players ITC Bingo and Frito-Lays. It outlines ITC Bingo's product launch in 2007 including new Indian flavors. It also describes Frito-Lays' response through new product lines and expanded distribution channels. Finally, it mentions Frito-Lays' marketing innovation campaign in 2009 where consumers submitted new flavor ideas.

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    The document discusses the Indian snack food market and competition between major players ITC Bingo and Frito-Lays. It outlines ITC Bingo's product launch in 2007 including new Indian flavors. It also describes Frito-Lays' response through new product lines and expanded distribution channels. Finally, it mentions Frito-Lays' marketing innovation campaign in 2009 where consumers submitted new flavor ideas.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    48 views10 pages

    Marketing Innovation: Submitted by Esther Jacob Mathews Nirmal Singh MBA-Gen (Ist

    Uploaded by

    esperanzaej
    The document discusses the Indian snack food market and competition between major players ITC Bingo and Frito-Lays. It outlines ITC Bingo's product launch in 2007 including new Indian flavors. It also describes Frito-Lays' response through new product lines and expanded distribution channels. Finally, it mentions Frito-Lays' marketing innovation campaign in 2009 where consumers submitted new flavor ideas.

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    Marketing

    innovation

    Submitted by
    Esther Jacob Mathews
    Nirmal Singh
    MBA-Gen(Ist)
    SNACK WARFARE
     The Indian FMCG sector is the fourth largest
    sector, total market size in excess of US$
    13.1 billion.
     Major Global Players – Pepsico, HUL, Procter
    and Gamble
     Major Players in India – Pepsico,HUL, ITC,
    Procter & Gamble, Dabur India.
    SUCCESSFUL MARKETING
     Find out what your market wants.
    People buy what they want, not what you think
    they need.
     Once you've figured out what your clients
    want, give it to them.
    Understand what your customers are wishing
    for.
     Organize your content.
     Decide on the format you need to follow.
     Figure out what you are going to charge.
     Think about the design of your product
    WHY PRODUCTS FAIL?
     Skimping on quality
     Creating a product that's not unique
     Pricing too high or too low
     Lack of promotion
     Lack of guarantees and support
    ITC BINGO
     PRODUCT:
     The launch of Bingo in 14th March 2007.
     Initial offerings from Bingo -both Potato
    Chips & Finger Snacks segment.
     Tandoori Paneer Tikka (spiced cottage
    cheese) and Chatkila Nimbu Achaar (tangy
    lime pickle) Masala Chaas, Chatpata Nimbu .
     Live Wires, Khakra inspired Mad Angles, and
    corn based chips like Tedhe Medhe
    ITC BINGO
     PRICE: Rs.5, 10, 20
     PLACE:

     Special the Bingo racks.


     70% of respondents liked Indian flavors like bhel,
    golgappas.
     Network covers panwaalas to small kirana shops.
     PROMOTION:

     ITC made a strategic alliance with Future group.


     Strategy was to capture the consumers’ mind first and the
    market later.
     Product, Placement and Personality.
    RESPONSE OF LAYS TO NEW
    ENTRY BINGO
     PRODUCT:
     January 2008, the company launched Kurkure
    Xtreme, a limited edition variant in two flavors—Risky
    Chilli and Electric Nimbu.
     Chai Time Achievers campaign in which consumers
    could send their recipes using Kurkure.
    1) Chat Street,
    2) India’s Mint Mischief,
    3) Wafer Style etc.
     PRICE:

     Raised from Rs 10 for 35 grams to Rs 15 for 45 grams.


     Now Frito Lays is launching small packs of Rs 3.
    RESPONSE OF LAYS TO NEW
    ENTRY BINGO
     PLACE:
     In cyber cafes and telephone booths.
     PROMOTION:

     35 AC BEST buses in Mumbai and metro in


    Kolkata are now branded by Kurkure.
     "Chala Change ka Chakkar”
    FRITO-LAYS MARKETING
    INNOVATION- CUSTOMIZED
     Give Us Your Delicious Flavor (GUYDF)
    campaign launched in October 2009, in which
    1.3 million ideas came from four consumers.
     Cheesy Mexicana, Tangy Twist, Mastana
    Mango and Hip Hop Honey & Chilly.
     Copy Writer, Mansi Jain (freelancer with BBC
    World Service Foundation) won the prize of
    Rs 50 lakh and 1% of sales revenue for
    cheesy mexicana.
    CONCLUSION
     Indian snack industry = 2500 crore.
    Frito Lays = 48%,
    ITC bingo = 16% share

    Frito-lays and bingo are at the same


    competitive level, but with different market
    share.

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