Itc Bingo

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Case Challenge
Bingo! Mad Angles
July 2012

Instructions:
Registered Teams will submit a case analysis document comprising no more than 5 pages of single spaced, 12-point font (including illustrations and excluding TOC, Cover page). Along with the word document each team must submit a 10-slide presentation of the case analysis/solution suggested. There is no pre-determined structure to analyse the case. Participants are free to use any format which best illustrates and provides convincing arguments for their idea. Wherever necessary, the participants must make references to the sources of information and data. Case presentations will be judged based on identified criteria – the originality, creativity and uniqueness of the idea will receive the highest weightage; the implementability, sustainability and scalability of the idea; its fit with ITC’s vision and the manner in which it can leverage ITC’s strengths; the thoroughness of research, analytics and economic logic used to defend viability and execution of the idea. Last date for submission of case solutions is 7th August 2012. Teams must send their entries to the email ID provided for the campus. For full details please refer to the Interrobang Season 2 Case Challenge Brochure available with your Campus Point of Contact or contact interrobang@itc.in

ITC Interrobang Season 2 Case Challenge : Bingo! Mad Angles

Bingo! Mad Angles
ITC Interrobang Case Challenge 20121

The early 2000’s at ITC Limited Headquarters, Kolkata Indian Consumers in the eyes of manufacturers are almost like a “Bird of Gold”. With an Urban population growing much faster than the total population it is expected to account for 37% of Indian population by 2025 vis-à-vis just a 26% in 2005. It is forecasted that Indian GDP is to grow at 7.3% for the next two decades against the 6.0% growth rate that India has seen in the last two decades. This is expected to make India the 5th largest consumer market, behind US, Japan, China & Britain. Keeping these perspectives in mind ITC Limited diversified into other FMCG sectors like “Food” and “Personal Care”. ITC entered the Food business in 2002 with brands like “Sunfeast” in biscuits (now India’s third largest brand), “Aashirvaad” in staples (now India’s largest Wheat Flour Brand), Minto and Candyman in confectionery (India’s largest confectionery manufacturer in the operating segment). Later in 2005 ITC successfully ventured into the wet snacking arena with India’s first Instant Pasta.

Location: The BT Marketing Hall of Fame Awards, Palace Towers, Mumbai Date:10th Oct ’09 (Yesterday) Satya looked around as he settled into his seat in the auditorium. As Marketing Chief for ITC’s food business, he had to make these appearances as part of ‘Good PR’. It wasn’t exactly his cup of tea- he was a fighter, someone who had worked his way to the top by wrestling with business problems and driving his team to deliver. ‘As crowded as Churchgate Station’, he muttered to his colleague Ramesh, sitting to his right. Ramesh was the Brand Manager in charge of Bingo!, ITC’s snack food brand and its newest baby. Bingo! had been launched only two years ago, with much fanfare and brilliant, clutter-breaking, TV commercials. Satya and Ramesh had redefined the market with snack-offerings in new formats and flavours through Bingo! Over the last two years they had worked together with feverish intensity on newer flavours, marketing campaigns and media strategies. Ramesh and Satya had been in the middle of an intense debate on how to increase ‘Bingo! Mad Angles’ market share, when Satya’s secretary had interrupted, (much to Ramesh’s relief), to remind them that they had to be at the Business Times Marketing Awards ceremony in exactly 45 minutes, and that they wouldn’t make it unless they left immediately. It was a glamorous evening – red carpet, a few Bollywood starlets, and the Who’s Who of corporate India in full attendance. Finally the announcement came ‘And the winner...
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