PowerPoint Presentation

ITC INTERROBANG SEASON 2Bingo! Mad Angles Case Challenge

Team Name: Lime, Salt & TequilaKreeti Mahajan (21C)Moksha Sharma (25C)Shashank Malhotra (44B)MBA (IB), 2011-13

AssociationsCurrent StateDesired StateFamilyFriendsIn House ConsumptionOut of House ConsumptionSpecial Occasions SynergyProduct SuperiorityWest ZoneSouth ZoneNorth ZoneEast ZoneLowLowHighTraditional SnacksDry SnacksHigh

Issues AddressedGrowing CompetitionDiscount players: Strategic Cost AdvantageCompetitors me-too products

Absence of a strong tangible brand association as competitors have celebrity endorsers

Aggressive brand building to engage larger masses

Dilution of the triangular differentiation due to similar shaped products

Communicating tangible superiority of the product

Slow growth in South Indian market

Bingos Point of Consumption StatusZonal Snacking PreferencesKURKURE DESI BEATSSENOR PEPITODISCOUNT PLAYERSStrong Brand Association: Indian name , celebrity endorsement & active brand engagement (Ex. MTV)Differentiation on the basis of traditional ingredientsPerceived to be a premium player due to foreign flavoursWide presence in urban area High brand recall with the TG despite little advertisementDisconnect with consumers due to lack of Indian flavoursLow cost & higher grammageLimited marketing costsPenetrate small towns with direct sales force, sub-stockists Minimal brand recallLower quality as compared to others

Perceived as an exact replica of Bingo Mad AnglesThere are more than 1000 varieties of snacks available with potato chips dominating the marketGrowth driven by youth & childrenFast paced lives in metros, less time for formal meals, has led to an increase in the demand for on the go products Entrance of new players has led to an accelerated category growth along with constantly switching customer loyaltyThe northern & western regions have been high growth areasThere is an increasing preference for healthy snacks, but the consumers do not want to compromise with the taste

The south Indian snacks market has not been explored to its fullest potential. Hence we decided toforay into this domain. -Sanjay Sharma, CEO & MD, MTR Foods Pvt. LtdThere is a major assumption that a packaged snack food is a junk food product. There is a constant effort on part of packaged snack food industry to project the health aspects. -Ketan Thakkar from Food and Beverage News

*Source: KPMG Report on Indian Snack Industry**Only triangular finger snack category considered

**

4Opportunities PhysiqueCrisp triangular, Symmetric tasty finger snacksRelationshipEmotional, high top of the mind recallReflectionBindass, fun loving, outgoing, young at heartSelf-ImageCool, humorous, unique, witty, center of attraction CultureIndian, bonding, youthful, experimentalPersonalityInnovative, trendy, lively, humorous, fun lovingStrength Weakness Threats Brand SWOTBrand Identity Prism*Source: Based on 40 Qualitative in-depth interviews in the 4 zones across 3 target groups: school kids, youth and mothers. For questionnaire refer to the word document **www.indiafoodbrief.comCUSTOMERINSIGHTMODEL Existing StateDesired StateLowMedHighLowMedHighInvolvementRationalityEmotionalityKey Triggers for SnackingHunger PangsBore BustersComfort FoodSnacking options are evaluated on the basis of which archetype the consumers belong to

Health Seekers

Explorers

Easy Going

Final choice for snackingTarget Segment

Respondent Demographic Profile*Age7-35GenderMale (55%) & Female (45%)Household Income4-20 lacs per annumCityTier I and II**

55%30%25%% of respondents*Source: Based on 40 Qualitative in-depth interviews in the 4 zones across 3 target groups: school kids, youth and mothers. For questionnaire refer to the word documentPreferred strong brand associationsDesired a range of price points for different occasionsShowed an affinity towards healthier alternatives while junkingFun time munching with friends, No association with hunger

A brand mascot will help in personifying the brand and will aid top of the mind recall. Besides, it is a powerful and exclusive propertyOffer a Maddy gift toy in exchange for 3 empty Mad Angles packets. This will help to:Increase SalesInduce family trialConvert occasional consumers to heavy users Recycle packets furthering ITCs green agenda.

There is a great chance of a brand being lost in the clutter while using a celebrity. Mahendra Singh Dhoni is presently endorsing over 20-25 brands but when it comes to recalling a brand I can only think of 5-6 of those -Abhijit Avasthi, Ogilvy &Mather

Life sized 3-D figures of Maddy at Mall Entrances, Modern Retail Outlets, Airports etc. Bus stops resembling the triangular the anatomy

Maddy merchandise for e.g T shirts, caps, wrist watches, soft toys, pillows, puzzles at designated retail outlets

Hi, I am Maddy!

Highlight Baked, NOT fried on the packaging to weave in the health proposition with taste

Introduce larger packs at price points of INR 30 and INR 50 (party packs) with zipper facility as well as Gift hampers during festive season

Launch Triangular Mini packs at the magic price point of INR 3, to reinforce that Bingo Mad Angle was the original triangle Tap into rural marketsTap into the goods instead of currency change mentality of urban shop- keepersThe triangular pack can be further scaled to other price points depending on the response

Pan India launch of a new category of cereal based Breakfast Angle chips for on the go consumption Cater to the fast paced urban lifeHave the same base ingredients of Rice, Corn and GramCan be positioned as a health snack (Baked not fried)

Tap into the under developed branded traditional snacks market. Introduce a traditional flavor only for this region using Rice, Coconut and Valaikai (Raw Banana) as a base

Customer Reward Program with a chance to feature on the party pack with the most creative Mad Angle topping recipe

Spoof based engagement event across:Residential areas called, Our family moment of madness Universities and colleges called , My campus moment of madness supported extensively by road shows, fest sponsorships and the concept of campus brand ambassadors

Unique triangular shaped rack merchandising at POS, triangular page advertisements in newspapersLaunch a pan India taste validation activity, Bingo Khao, Hume BataoA large life size Maddy poster which will rotate in malls across major cities and will involve distribution of free samples followed by people writing about their taste experience. (Will be extensively supported with radio and print ads) Induce trialWill help in establishing product superiority in terms of taste The end statistics will be aggressively communicated

9

Launch a dedicated Facebook page. Undertake attention drawing activities like Tell us your hilarious triangular love story and reward the best spoofs

2. Bingo in my mad world- Competition on Youtube inviting 30 seconds videos comically depicting how a person survived a day just because he had a Bingo

3. Launch a Twitter Bingo Fan Club invitinghash tagged entries for next flavor launch

Conventional Kirana StoresModern RetailTie ups with Multiplexes; School, College, Office Canteens Mall kiosksCreate a strong brand association to leverage the uniqueness of the existing jingle Launch ringtones, SMS alertsCustomized kids cycle horns & call bells Make it viral by extensive use of social media to make it cultProblem: Peculiar customers who only seek value for money Solution:Aggressive distribution in small townsINR 3 packs to induce product trial and help establish a taste superiority furthering a conscious buying process

Low CostLaunch of South India flavorLaunch of Breakfast AngleBrand Mascot & alliedHigh PriorityHigh CostLow Priority

Cost Priority TradeoffRollout PhasesOffline MarketingDigital MarketingChannel ActivationPackaging (and price)Jingle Activation

THANK YOU