Abhishek Gupta 07P002
Aldrin Aloysius 07P006
Arpit Vishwakarma 07P013
Rohit Awasthi 07P033
Shikha Rana 07P040
Vardan Mathur 07P044
We would like to take this opportunity to express our most sincere gratitude towards Prof. Anita Goyal, whose classroom teaching helped us develop insights into the marketing concepts in general. We also thank the vendors and local retailers approached by us and the respondents in the process of collecting information.
The Indian snacks market is estimated to be worth Rs 2000 crore and growing at a whopping rate of 30 percent. There are few organized players in the market and a large untapped unorganized market. Hence, it provides a glaring opportunity to grow and thrive in such an environment. Eyeing this opportunity, ITC launched ‘BINGO’ in the potato chips market. With extensive research behind it and with an aggressive promotion campaign, Bingo was launched to fight head – on with the established market leader Frito Lays.
This study is an attempt to analyze and understand the marketing environment for the industry in general and ‘Bingo’ in particular. The report is divided into three parts: we commenced with the SWOT analysis of ITC Bingo wherein we studied the internal and external factors that might affect the marketing strategy of the product. Further, we studied the consumer buying behavior through a survey conducted on around 60 respondents – this helped us to gain an insight into the factors which influence people to buy potato chips. Lastly, we looked into the similarities and disparities between the findings of the survey and the SWOT. Based on this we were able to provide a few recommendations to fill in the loopholes and to help the product gain further market share.
TABLE OF CONTENTS
3.Consumer buying behavior
4.Similarities and disparities
ITC Limited (ITC) is engaged in diversified businesses including cigarettes, hotels, paperboards and specialty papers, packaging, agri-business, packaged foods and confectionery, branded apparel, greeting cards and other fast moving consumer good products. The company primarily operates in India. It is headquartered in Kolkata, India and employs about 20,000 people. The company recorded revenues of INR1, 95,050.5 million (approximately $4,492 million) during the fiscal year ended March 2007, an increase of 20.2% over 2006. .The operating profit of the company was INR39, 267 million (approximately $904.3 million) during fiscal year 2007, an increase of 20.1% over 2006. The net profit was INR26, 999.7 million (approximately $621.8 million) in fiscal year 2007, an increase of 20.8% over 2006.
Company Address37 Jawaharlal Nehru Road
Kolkata 700 071
Phone 91 33 2288 9371
Fax91 33 2288 2257
Web Address http://www.itcportal.com
Financial Year EndMarch
Savory snacks have been a part of Indian food habits since ages. The Rs 2000 crore Indian snacks market is growing at a rate of 30 percent. The booming retail scenario has only added fuel to the fire. Bingo, with its unique advertising strategy has come up as a strong player in the snacks market. There was only one major player in this market before Bingo was launched, Frito Lays. But now with Bingo flooding the market with its varied flavors; Lays executives have started standing on their toes. In this cut-throat market, both the players are coming up with newer and innovative ideas to capture a larger chunk of this market. ITC has had its...