ITC Bingo Group 4
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