MARKETING RESEARCH ASSIGNMENT

Submitted by: Submitted TO: Maninder Singh Margie Garcia

ID NO-:A8281

Marketing research Topic

ITC Food’s salted snack brand Bingo

Existing Variants - Bingo potato chips, Bingo Tedhe Medhe and Bingo Mad Angles

New Variant – Tangles

Management Decision Problem

Whether to launch a new variant of Bingo in the market - Tangles

Marketing Research Problem

To find out the perception of the consumers towards various existing variants of

Bingo.

Find the various attributes of Bingo that appeal to the consumers

The readiness of the consumers to try out n buys new variants of Bingo.

Hypothesis

Consumers are always looking for change

There has been a positive response to the other variants of Bingo

The brand Bingo has positioned itself well in the minds of the consumers

Gained in market share in the segment

Secondary data analysis

ITC ranks among India’s top 10 most valuable brands in a study conducted by Brand

Finance and published by Economic Times .It has diversified its presence in

cigarettes,hotels,agri business, packaged food and confectionery, branded apparel, greeting

cards, safety matches and other mfg. products .

Bingo, which is estimated to be worth Rs 650-700 crore. Since its launch in 2007, the brand

has given stiff competition to market leader Pepsi. While Pepsi brands Lays and Kurkure lead

by a huge margin, their shares have taken a hit in recent months. According to Nielsen 2010

data, Lays potato wafers reported a drop in share from 48 to 45 per cent, and Kurkure

witnessed a 3 per cent decline in market share between January-December 2009 to January-

December 2010. On the other hand, Bingo’s potato chips have notched a 1 per cent increase

in share, whereas its sub-brands in the bridge category like Tedhe Medhe and Mad Angles

have seen a small rise in market share. Other players in the snack food arena are mostly

Indian players such as Parle Products, Haldiram and Balaji Namkin, besides a host of local

and regional brands. (ITC website)

STP of Bingo:Segmentation- People looking for a salted snacks

Target group- Young people and children from upper and middle class

Positioning - youth, fun and excitement

SWOT:

Strength- good visibility

Weakness- brand loyalty of major competitor

Opportunity- newer tastes

Threats- price wars with other brands

Research Design

Descriptive

A detailed questionnaire can be created which consist of 15 to 20 questions. Thus keeping the

number of questions low can help to increase the response rate. The questionnaire can be

distributed to the respondents via e-mails. Since this questionnaire is the primary mode of

data collection, it is necessary to include important details that are necessary to create a

detailed report.

Sampling Technique

The target population for the research process belonged to the age group of 10 - 25. People

from different state regions can be considered for the survey. Keeping in mind the

constraints on distribution of questionnaires convenience sampling can be used for doing the

analysis.

Data collection methodology:

Source of data: Primary data

Research instrument: Questionnaire based survey

Target Population

Element: Individuals over the age group of 15 years

Sampling Size: A total of 1000 respondents

Extent: New Delhi, Maharashtra, South India

Time: 2011