Mad Angled to Tikka Masala

Brand: Bingo
Agency: O&M




ITC hasn't had a very smooth maiden run in this market. Its first product “Bischips” was an odd combination of a baked biscuit and a chip and it didn't go down too well with the consumers. So after eight months of making little or no impact, ITC pulled the brand off shop shelves. ITC claims it's the positioning of Bischips that failed. Stocking flavoured potato wafer packs is no longer a wafer-thin business & ITC proves that very well. After taking a beating on the bourses and witnessing a decline in cigarette volumes by 2% in the first quarter due to a price rise brought about by increased taxes, ITC seems to be on the right track again. Consumers appear to have accepted the price rise and volumes are set to go up. This is critical as the tobacco business contributes 40% of ITC’s sales and 72% of its EBITDA (earnings before interest, taxes, depreciation, and amortization).

Erstwhile market leader, Frito-Lay's share has dropped from 60% to 45% of the total pie of 2000 crore (20 billion), Bingo has started making an impact with its slow but continuous increase. Bingo flaunts of its 16% market share in less than 8 months & is confident of gearing up to 50% by the end of this year.

Now that’s being aggressive yet dauntless !!!

For nearly a decade, Frito-Lays India grew to be the undisputed champion of the branded part of the salty snack segment. Competition for majority of this period was principally from local brands or by companies whose commitment to the segment seemed suspect. Manu Anand, managing director, Frito-Lay India says, “Our successful model attracted people to this segment for quite some time. Kelloggs came in with Cheez-its and ITC with Bischips.”

While Bischips was a less than successful attempt at cracking the market, ITC’s second foray is a lot more focused, and has met with some pleasing initial results. Bingo was launched in March this year, and in a comparatively short span of time, has managed to create quite an impact — market leadership with a 53% to 54% share in Coimbatore, Chennai and Bangalore, if ITC is to be believed. With pricing at par with the national market leader, Bingo has kicked things off with a large portfolio: 16 different flavours — 10 in potato chips and six in finger snack. In reply Frito-Lays is ready to dawn with 8-10 new flavours, very soon.

Researchers have found that where ITC scores on its distribution channels, Pepsi works it out on “brand recall”. Frito-Lays "Lays" worked it out well with roping in Saif & bringing with the youth link with clear message.

ITC’s retail success has put Pepsi to redo its commercial terms with the Future Group which runs Big Bazaar. As competition picks up, consumers are going to spoil there palate for choice.

The TVCs were created by O&M, which was selected by ITC after the company called for a pitch in June last year. The only thing that I would like to comment on these ads is that they grabbed some attention for people do view non-sense (in true sense & literally)
Well the obvious answers were:

—Wilderness— I mean just have a look at those ads – never expected that from O&M. No connection at all –just look at wht it convey – Bingo. No confusion. Great combination. People said that they would not remember the product but to some extent the ad of course – only because that it was --- Horrrrrrrrrible !!!

The company's target audience is people in the age group of 20-35, the company began with Internet. It created a website www.bingeonbingo.com, which has free offers, games, downloads and even mobile games. The site has been advertised with banners on websites such as Yahoo, rediff and Sify.

Digital Marketing getting its bit of exploitation !!!

But do all its TVCs convey as per the target audience is defined – or should I ask that “Does it convey anything at all?”

Whatever the case may be – One thing is for sure -- ITC have given strategic diversification a new definition altogether. I would rather call it Morphology.

What do you say? – Do Opine !!!





(I read a lot & tried a make a decent presentation with that write up. But somehow or the other I feel I could have arranged things much better…I do feel the urge to bring in all facets & manifestations together …but then I feel like may be it would get monotonous & people might loose interest…do tell me what You feel like ….Mrutyunjay !!!)