COMPARATIVE STUDY & ANALYSIS OF BINGO VS LAYS IN WHOLESALE
MARKET & RETAIL
Presented By:- Abhijiet Kumar Singh MBA 3rd sem.
CONTENT
ITC : Company profile ITC Bingo profile Frito-Lay Lays profile
Bingo vs. Lays A Study Research design & Methodology Statement
of research objectives Statement of research problem DATA ANALYSIS
& INTERPRETATION Recommendations and conclusion
BIBLIOGRAPHY
RECOMMENDATIONS ANDCONCLUSION
Focus should be given on under city market (Muzaffarpur),
company should come up with the MRP pack of Rs.15 to compete with
competitors or by increasing the profit margin for the sellers on
Highway. For increasing the sale of bingo in retail market the
company should focus on promotional activities and it should also
focus upon the availability of all the flavours to the retailers
After conducting the survey I am in a position to say that ever
since its launch Bingo as a preferred brand is on a rise. Although
Frito Lays is the most popular brand Bingo has carved a niche for
itself. Bingo is in the growth stage of its life cycle. Given more
time it is capable of capturing a larger market share and giving
tough competition to other brands.
COMPANY PROFILE
ITC is one of India's foremost private sectors companies with a
market capitalization of nearly US $ 14 billion and a turnover of
over US $ 5 billion. ITC is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's most Reputable Companies
by Forbes magazine, among India's Most Respected Companies by
Business World and among India's Most Valuable Companies by
Business Today. ITC also ranks among India's top10 `Most Valuable
(Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times.. ITC also ranks among Asia's 50
best performing companies compiled by Business Week.
ITC BINGO PROFILE
ITC is one of India's foremost private sectors companies with a
market capitalization of nearly US $ 14 billion and a turnover of
over US $ 5 billion. ITC is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's most Reputable Companies
by Forbes magazine, among India's Most Respected Companies by
Business World and among India's Most Valuable Companies by
Business Today. ITC also ranks among India's top10 `Most Valuable
(Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times.. ITC also ranks among Asia's 50
best performing companies compiled by Business Week. ITC's
FRITO-LAY LAYS PROFILE
Lay's is the brand name for a number of potato chip varieties as
well as the name of the company that founded the chip brand in
1938. Lay's chips are marketed as a division of Frito-Lay, a
company owned by PepsiCo Inc. since 1965. Other brands in the
Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos and Rold
Gold HYPERLINK "http://en.wikipedia.org/wiki/Pretzels"pretzels
BINGO VS LAYS A STUDY
ITC bingo is giving Pepsi a run for its money. While figures are
not official, industry estimates that both companies agree with,
that Pepsis share in the Rs 2000 crore-snack market has dropped
from 60-45% since the launch of Bingo. ITC's retail success has
forced Pepsi to renegotiate commercial terms with the Future Group,
which runs Big Bazaar. Retail tie-ups, regional flavours and
distribution muscle, have helped ITC hit a bulls eye with its snack
Bingo. In less than 6 months, ITC's Bingo has managed to grab 16%
market share and it hopes to touch 50% in a year. Not an easy feat
when your battling Frito Lay for shelf space. ITC's tie-up with
Biyani's Future Group hurt Pepsi hard by forcing the company to
look at a revision of its commercial terms with the retail
giant.
RESEARCH DESIGN & METHODOLOGY
Research design is the basic framework which provides guidelines
for the rest of research process. It specifies the methods for data
collection and data analysis .For conducting a research some tools
are used by which data is collected. The methodology adopted to
ascertain the consumer behaviour can be broken down into two parts-
Primary & Secondary. Two types of data are there:PRIMARY DATA
Primary data for the research was collected through questionnaire
and interview of the retailers as well as the wholesalers. For
gathering primary data, a sample size of 100 retailers and
wholesaler is taken. Under primary review questionnaires will be
used to survey the customers to get an idea of the consumer buying
pattern of snacks(chips) and to assess the perception of Bingo. The
place of filling these questionnaires will be focused on retail
shops.
SECONDARY DATA
Secondary review gets done by taking information from website,
internet, company books & referrals and magazines. This has
been taken to get information regarding the company, the
competitors, the product and market.
RESEARCH OBJECTIVE
To find out the share of bingo in retailer& wholesale
market. To find out the availability position of bingo on
highways.
To understand the consumer behaviour regarding the purchase of
Bingo. To study on retailers& wholesalers perception and
selling pattern of Bingo. It involves trying to figure out the
reasons of less movement of the Bingo. Getting reason of selling
more of competitors product is also to be determined.
RESEARCH PROBLEM
Therefore, our aim was to find out the most popular flavour of
Bingo among all the offerings& the consumer buying pattern and
the availability of the bingo in the market. We based our study on
the survey of people who like to eat snacks. This survey was
conducted in Muzaffarpur region across different market routes,
cinema halls in the city & on the Muzaffarpur and Patna
highway. To collect the data we designed a questionnaire.
HOW MANY CONSUMERS PREFERPREFER
15%
40% 20%
LAYS BINGO HALDIRAM OTHERS
25%
HOW MANY CUSTOMERS PREFER TASTE.Sales
15%
LAYS BINGO 35% 60% OTHERS
HOW MANY RETAILORS PREFERSSales
15%
LAYS BINGO 30% 55% OTHERS
MARKET SHARE COVERED BY.Series 145% 40% 35% 30% 25% 20% 15% 10%
5% 0% LAYS BINGO OTHERS
BIBLIOGRAPHYwww.allbusiness.com
http://www.financialexpress.com/news/Justmunch-it/271873/0
www.itcportal.com www.google.com
www.lays.com www.wikipedia.com
THANKU
