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New Delhi Institute of Management
Apr 8, 2
023
M M R E A DY T O E AT F O O D & S N A C K S1
READY T
O EAT
FOOD A
ND
SNACKSBin
go an
d Lay
’s
Apr 8
, 2023
M M R E A DY T O E AT F O O D & S N A C K S2
Ajahar Husain 187Gaurav Pandey 207Rajat Kumar 233
Avinash Kumar 197
Rajnee Yadav 236 Vivek Singh 218
Presented By:
Presented To:
Mrs. Veena Kumar
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023
M M R E A DY T O E AT F O O D & S N A C K S 3
M M R E A DY T O E AT F O O D & S N A C K S
Contents
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4
Company Profile : ITC and PepsiCo
Introduction
STP
4P’s
SWOT Analysis
Distribution channel
CSR Activities
Conclusion
MM R E A D Y T O E A T F O O D & S N A C K S
2
3
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5
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1
Key Player in Snacks Market
ITC Staples and Snacks
Nestle Dairy, beverages ,and snacks
PepsiCo Beverages ,and snacks
Haldiram Snacks
Britannia Bakery Product
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M M R E A DY T O E AT F O O D & S N A C K S 5
1
2
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46%
37%
17%Fun for you snacks
Fun for you Beverages
Fun for you beverages and snacks
Portfolio
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M M R E A DY T O E AT F O O D & S N A C K S 6
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M M R E A DY T O E AT F O O D & S N A C K S 7
ITC Company profile
ITC India Ltd. : Founded in 1910
Head quarters: Kolkata India
Key people: Chairman Y.C. Deveshwar
Director : K.Vaidyanath
CFO : Partho Chaterjee
Industry : Tobacco, Food and hotels
Employees: 20,000
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M M R E A DY T O E AT F O O D & S N A C K S 8
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ITC India's foremost private sector company
Market capitalization nearly US $ 18 billion
ITC rank among India’s 10 valuable company
ITC turn over US $ 4.75 billion
Where company stands
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M M R E A DY T O E AT F O O D & S N A C K S 9
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4
Market capitalization, Profit
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M M R E A DY T O E AT F O O D & S N A C K S 10
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023
Net Profit of ITC in 2012
7 k
ITC
M M R E A DY T O E AT F O O D & S N A C K S 11
Vision:
Mission:
Values:
Sustain remarkable position in market
To enhance the wealth generating capabilities
Customer focused ,high performance
Growing value for the Indian economy
Working for you, working for society
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M M R E A DY T O E AT F O O D & S N A C K S 12
Products of ITC
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M M R E A DY T O E AT F O O D & S N A C K S 13
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M M R E A DY T O E AT F O O D & S N A C K S 14
Entered in india 1989
Investment US $ 700 million
Brand is available nearly 200 country
Share in India in soft drink 85%
Employees : 16700
CEO&chairperson : Indra Nooyi
Head quarter : Gurgaon
Company profile of PepsiCo
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M M R E A DY T O E AT F O O D & S N A C K S 15
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India’s selling food and beverages company
Where company stands
Revenue in 2011 is more than 45 billion
Market capitalization nearly US $ 14 billion
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M M R E A DY T O E AT F O O D & S N A C K S 16
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Vision:
Mission:
Values:
To benefit society and shareholder
To be the world’s premier consumer product company
Care for our customers, our consumers,
and the world we live in
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023
M M R E A DY T O E AT F O O D & S N A C K S 17
Products of PepsiCo
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M M R E A DY T O E AT F O O D & S N A C K S18
Competitor
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M M R E A DY T O E AT F O O D & S N A C K S
19
Awareness about bingo ,lay’s
Bingo Lays Haldiram Other0
10
20
30
40
50
60
70
80
90
Awareness
Brands
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M M R E A DY T O E AT F O O D & S N A C K S 20
Data is given in %
Segmentation,Targeting,positioning
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M M R E A DY T O E AT F O O D & S N A C K S21
Segmentation (Bingo)
12-20 20-35
35-50Above 50
Conservative,reserved,shy
Outgoing ,fun loving ,bindaas
West East
South
North
Mustard sting
Nimbu flavor
Spicy/Red chilly
Plain salted
Demographic (Age) Psychographic (Attitude)
Geographic (Location)
Behavioral (taste)
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M M R E A DY T O E AT F O O D & S N A C K S22
Targeting (Bingo)
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M M R E A DY T O E AT F O O D & S N A C K S 23
North
South
West East
Positioning (Bingo)
Youthful and innovative snacks, including local tastes
Positioned as a good quality snacks
Offering wide variety of choices in term of formats and flavors
Apr 8, 2
023
M M R E A DY T O E AT F O O D & S N A C K S24
What’s in my Name ??
Easy to pronounc
e
Exclamation Mark
Recallable
Trendy and
Funny
CatchyApr 8
, 2023
M M R E A DY T O E AT F O O D & S N A C K S
25
Market share of Bingo in 2011
Before the launch of the bingo
After the launch of the bingo
45%
27%
16%
12%
lay's HaldiramBingoother
65%
25%
10%
lay's Haldiram
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M M R E A DY T O E AT F O O D & S N A C K S26
Segmentation (Lay’s)
6-11 12-19
20-3435-50
Lifestyle
West East
South
North
Attitude Benefits
Usage Rate
Occasions
Demographic (Age) Psychographic (Attitude)
Geographic (Location)
Behavioral (taste)
Personality
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M M R E A DY T O E AT F O O D & S N A C K S27
Targeting (lay’s)
15-35years
Light Users, New ConsumersNorth
EastWest
South
Tomato tango
Classic Salted
Lime and Masala
Magic Masala
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M M R E A DY T O E AT F O O D & S N A C K S28
Positioning (lay’s)
Positioned as a very good quality snacks
International taste with snacks
Wide selection to fit every lifestyle of consumers
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M M R E A DY T O E AT F O O D & S N A C K S 29
4 P’s of Bingo
Product Price
Place Promotion
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M M R E A DY T O E AT F O O D & S N A C K S 30
Product
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M M R E A DY T O E AT F O O D & S N A C K S 31
Bingo offering many flavors Product Description
Juicy Tomato Ketchup- Ripe tomatoes on crisp
Spicy Masala Remix- A mix of spicy masala
Cream N Onion- Cheese, cream and spring onion
Pickle Tickle- Achaari lemons
Red Chilli Bijli- Spiced up with red-hot chilli
Premium Salted- Salted crunchy potato chips
Potato Chips-Variants
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M M R E A DY T O E AT F O O D & S N A C K S 32
Apr 8, 2
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33
Nutrition facts of Bingo
Apr 8, 2
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M M R E A DY T O E AT F O O D & S N A C K S 34
Price and packaging
Pack Price 12g 5
35g 10
100g + 20g free 20
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M M R E A DY T O E AT F O O D & S N A C K S 35
Place
Well -established distribution network Within months
Bingo was available across 2,50,000 retailers across
Company distributed 4 lakh racks across all the retailers
HORECA ,Local shops used to distribute Bingo
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M M R E A DY T O E AT F O O D & S N A C K S 36
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Distribution Channel of Bingo
MU Food Products
Hub
Wholesaler
Retailer
Pan Dabbas
Malls
Small Retailers
Distributor Exclusive
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M M R E A DY T O E AT F O O D & S N A C K S 37
Promotion
Launched at the time of world cup
Advertising strategy,
Didn’t have an ambassador
Bingo National Gaming Championship across 4 cities
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M M R E A DY T O E AT F O O D & S N A C K S 38
2
1
3
4
Apr 8, 2
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M M R E A DY T O E AT F O O D & S N A C K S 39
Bingo railway station ad.flv - Shortcut.lnk
Social Media of Bingo
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M M R E A DY T O E AT F O O D & S N A C K S40
Contd.
Winter vacations, students watch lot of television
In 2012,Tie-ups: UTV Bindass , MTV, Zee TV
30 seconds ads cost Rs 50,000 to 1 lakhs
Set up a blog on the Website
Will help in Viral Marketing
TVC (Television Commercial)
Online Promotions
Apr 8, 2
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M M R E A DY T O E AT F O O D & S N A C K S 41
2
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CSR of Bingo
Primary Education
Women’s Empowerment
Agriculture Development
Water Conservation
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M M R E A DY T O E AT F O O D & S N A C K S 42
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4 P’s of lay’s
Product Price
Place Promotion
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M M R E A DY T O E AT F O O D & S N A C K S43
Product
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M M R E A DY T O E AT F O O D & S N A C K S44
Lay’s offering many flavors
Hot and Sweet Chilli - Enjoy the sugar ‘n’ spice
Magic Masala - It has herbs and spicesTomato Tango- Blast of tomato flavors Classical Salted - Natural oil and saltMexican Cream - Sour cream and onionLime and Masala - Limon flavor & masala Chat Chaska - Combination of all the flavors
product description
Potato chips-variants
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M M R E A DY T O E AT F O O D & S N A C K S45
Nutrition facts of Lay’s
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M M R E A DY T O E AT F O O D & S N A C K S46
Price
Pack Price
13g 5
32g 10
100g + 15g free 20
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M M R E A DY T O E AT F O O D & S N A C K S 47
Place
Sold everywhere including subways, stations, movie halls
Well-established network of distributors
800 distributors who sell to 4 lakh retailers
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M M R E A DY T O E AT F O O D & S N A C K S 48
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Distribution Channel of Lay’s
Manufacturing firms
Regional offices/Depot’s
Distributors
Retail outlets
Customers
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M M R E A DY T O E AT F O O D & S N A C K S 49
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Promotion
Signed the ambassadors Saif Ali Khan and MS DhoniSport events are the primary promotional technique
In-store promotions
Indian versions of lay’s flavor
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M M R E A DY T O E AT F O O D & S N A C K S 50
2
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Apr 8, 2
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M M R E A DY T O E AT F O O D & S N A C K S 51
Lays with your favorite cricketers Indian Commercial Ad.mp4 - Shortcut.lnk
Social media of Lay’s
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M M R E A DY T O E AT F O O D & S N A C K S52
CSR of Lay’s
Water Conservation
Healthy Kids
Environmental Sustainability
Human Sustainability
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M M R E A DY T O E AT F O O D & S N A C K S 53
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S W
O T
SWOT Analysis of Lay’s
Strength Weakness
Opportunities
Threats
SWOT Analysis of LAY’S
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M M R E A DY T O E AT F O O D & S N A C K S 54
Distribution and sales effort
Attractive advertisement
Brand image
Loosing consumers
Less quantity as compared to other
Increasing demand
New segment
Competitors
Customer Demand
STRENGTH WEAKNESS
OPPORTUNITIES
THREATS
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M M R E A DY T O E AT F O O D & S N A C K S 55
S W
O T
SWOT Analysis of Bingo
Strength Weakness
Opportunities
ThreatsApr 8, 2
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M M R E A DY T O E AT F O O D & S N A C K S 56
Popular brand
Reasonable price
Give customer options
Limited in rural market
Health conscious people
Advertise-online and offline
More flavors help in grow
Threat from local substitute snacks,
Boycott by health conscious people
STRENGTH WEAKNESS
THREATSOPPORTUNITIESOPPORTUNIRIES
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M M R E A DY T O E AT F O O D & S N A C K S 57
Conclusion After survey at retail outlet and doing a comparative analysis we found that
Lays has been around for a longer time and has it’s loyalists.
Lays scores on flavor while bingo is crunchier.
Right now Lays has the upper hand but Bingo has a good thing going with new and innovative products like ‘Mad Angles’.
There is a need to put the image of product Bingo in the mind of customers before the come to purchase at shop.
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M M R E A DY T O E AT F O O D & S N A C K S 58
Apr 8, 2
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M M R E A DY T O E AT F O O D & S N A C K S 59
Apr 8, 2
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M M R E A DY T O E AT F O O D & S N A C K S 60
THANK
YOU
Apr 8, 2
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MM READY TO EAT FOOD & SNACKS 61
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