CHAPTER 1
1
INTRODUCTIONPROJECT TITLE BINGO LAYS & KURKURE ( A
COMPARATIVE STUDY ) THE REASON OF SELECTION OF THE ORGANISATION As
a student of management, with marketing as specialization, I had to
choose a company, which carried on a large scale, which has strong
distribution network and which was diversified into various
business. ITC LTD is one of Indias foremost private sector
companies with a market capitalization nearly $14 billion and a
turnover of over us $ 5 billion..ITC LTD has a diversified presence
in cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, agri-business, Packaged Foods & Confectionary,
Information Technology, Branded apparel, Personal care, Stationary,
safety matches and other FMCG products. The Project purports to
decipher the satisfaction level as well as the preferences of
consumers per training to the various flavors of BINGO with LAYS
& KURKURE a new range of savoury snacks launched by ITC. We aim
to analyze the Success marketability and future growth prospects of
BINGO with LAYS & KURKURE. We also intend to study the spending
habits and motivation of consumers for buying Snacks.
THE REASON FOR SELECTING THE TOPIC
2
I choose this topic because; I got a chance to interact with the
customers directly regarding the product they are getting. The had
to carry out this research for their purpose, which was very
important. As this work had to be done in the field of fmcg
product. I was eager to go for this work, as clubbing is very
competitive, which would give me lot of experience during the
working on this topic. With the help of this study I can make our
sales effective.
LOCATION ITC LTD, VIRGINA HOUSE 37 J.L NEHRU ROAD KOLKATA 700071
INDIA DURATION OF PROJECT 5th June 2009 To 5th Aug 2009
PROCEDURE USED FOR CARRYING OUT THIS PROJECT This project was
carried out by on the basis of questionnaire about various factors
related to the company from his existing & non-existing
customer. A survey was conducted were in I need to go top each
?& every customer i.e. Door-to-Door, and get the opinion from
the customers about what they feel about product and services. AREA
OF OPERATION : Patna
SAMPLE SIZE
: 300
3
CHAPTER 2
4
OBJECTIVES OF THE PROJECTThe main objectives of our research
were as follows: 1. To find out what percentage population likes
snacks. 2. To find out which flavor of bingo is most preferred. 3.
To analyze the reason for popularity of the most preferred snacks.
4. To know the satisfaction level of consumer who eat BINGO. 5. To
find out how much people spend on snacks weekly. 6. To find out the
preference of people for different brands. 7. To find out market
comparison of all the available brands of the snacks in the market.
8. To realize the role being played by advertising and promotion on
the sales volume of the company.
SCOPE OF PROJECT
5
1. This study provides a brief overview and solutions to the
processes of the fmcg business. 2. This study helps to take action
to improve sales of the products. 3. This study will help in
providing feedback for the process of sales. 4. This study helps to
understand the members buying behaviour. 5. It provides
opportunities to the marketing people in developing new skills. 6.
This study related to the Marketing Department of ITC Ltd. And
researcher has collected data in 50 days.
CHAPTER 3
6
COMPANY PROFILE
Type Founded
Public (BSC:ITC) 24th August,1910 Radha Bazar Lane, Kolkata,
India
Headquaters Key People
Kolkata, India Yogesh Chander Deveshwar, Chairman, K.
Vaidyanath,(Director) ,Partho Chatterjee,CFO
Industry
Revenue Employees Website
Tobacco, foods, hotels, Stationery, greeting cards, Products
Cigarettes, Packaged food, hotels, apparel . $5 billion USD (2008)
21,000 (2008) www.itcportal.com
7
THE ITC VISIONSustain ITCs position as one of Indias most
valuable corporations through world class performance, creating,
growing value for the Indian economy and the Company
stakeholders.
THE ITC MISSIONTo enhance the wealth generating capability of
the enterprise in a globalizing environment, delivering superior
and sustainable stakeholder value.
CORE VALUESCore Values includes: Trusteeship Customer focus
Respect for people Excellence Innovation Ethical Corporate
Citizenship
8
Company slogan ITC ltd TOUCHING YOUR LIFE EVERYDAY Bingo! Bingo!
Is the name for a snacks brand launched in March 2007 by ITC Foods,
a division of ITC Ltd. The slogan of the brand is "No Confusion.
Great Combination". The snacks brand was strategically timed around
the ICC Cricket World Cup 2007 to leverage on the popularity that
such leisure and cocktail snacks will find among cricket lovers in
the country.
ITC LTD working for you, working for India.
ITC LTD LOGO
9
ITC is one of India's foremost private sector companies with a
market capitalisation 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
BusinessWorld and among India's Most Valuable Companies by Business
Today. ITC ranks among India's `10 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 has a diversified presence in
Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging,
Agri-Business, Packaged Foods & Confectionery, Information
Technology, Branded Apparel, Personal Care, Stationery, Safety
Matches and other FMCG products. While ITC is an outstanding market
leader in its traditional businesses of Cigarettes, Hotels,
Paperboards, Packaging and AgriExports, it is rapidly gaining
market share even in its nascent businesses of Packaged Foods &
Confectionery, Branded Apparel, Personal Care and Stationery. As
one of India's most valuable and respected corporations, ITC is
widely perceived to be dedicatedly nation-oriented. Chairman Y C
Deveshwar calls this source of
10
inspiration "a commitment beyond the market". In his own words:
"ITC believes that its aspiration to create enduring value for the
nation provides the motive force to sustain growing shareholder
value. ITC practices this philosophy by not only driving each of
its businesses towards international competitiveness but by also
consciously contributing to enhancing the competitiveness of the
larger value chain of which it is a part."
ITC diversified status originates from its corporate strategy
aimed at creating multiple drivers of growth anchored on its
time-tested core competencies: unmatched distribution reach,
superior brand-building capabilities, effective supply chain
management and acknowledged service skills in hoteliering. Over
time, the strategic forays into new businesses are expected to
garner a significant share of these emerging high-growth markets in
India. ITC's Agri-Business is one of India's largest exporters of
agricultural products. ITC is one of the country's biggest foreign
exchange earners (US $ 3.2 billion in the last decade). The
Company's 'e-Choupal' initiative is enabling Indian agriculture
significantly enhance its competitiveness by empowering Indian
farmers through the power of the Internet. This transformational
strategy, which has already become the subject matter of a case
study at Harvard Business School, is expected to progressively
create for ITC a huge rural distribution infrastructure,
significantly enhancing the Company's marketing reach. ITC employs
over 25,000 people at more than 60 locations across India. The
Company continuously endeavors to enhance its wealth generating
capabilities in a globalising environment to consistently reward
more than 3,53,000 shareholders, fulfill the aspirations of its
stakeholders and meet societal expectations. This overarching
vision of the company is expressively captured in its corporate
positioning statement: "Enduring Value. For the nation. For the
Shareholder."
11
HIST ORYITC was incorporated on August 24, 1910 under the name
of 'Imperial Tobacco Company of India Limited'. Its beginnings were
humble. A leased office on Radha Bazar Lane, Kolkata, was the
centre of the Company's existence. The Company celebrated its 16th
birthday on August 24, 1926, by purchasing the plot of land
situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata,
for the sum of Rs 310,000. This decision of the Company was
historic in more ways than one. It was to mark the beginning of a
long and eventful journey into India's future. The Company's
headquarter building, 'Virginia House', which came up on that plot
of land two years later, would go on to become one of Kolkata's
most venerated landmarks. The Company's ownership progressively
Indianised, and the name of the Company was changed to I.T.C.
Limited in 1974. In recognition of the Company's multi-business
portfolio encompassing a wide range of businesses - Cigarettes
& Tobacco, Hotels, Information Technology, Packaging,
Paperboards & Specialty Papers, Agri-Exports, Foods, Lifestyle
Retailing and Greeting Gifting & Stationery - the full stops in
the Company's name were removed effective September 18, 2001. The
Company now stands rechristened 'ITC Limited'.
Though the first six decades of the Company's existence were
primarily devoted to the growth and consolidation of the Cigarettes
and Leaf Tobacco businesses, the Seventies witnessed the beginnings
of a corporate transformation that would usher in momentous changes
in the life of the Company. ITC's Packaging & Printing Business
was set up in 1925 as a strategic backward integration for ITC's
Cigarettes business. It is today India's most sophisticated
packaging house. In 1975 the Company launched its Hotels business
with the acquisition of a hotel in Chennai which was rechristened
'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into
the hotels business was rooted in the concept of creating value for
the nation. ITC chose the hotels business for its potential to earn
high levels of foreign
12
exchange, create tourism infrastructure and generate large scale
direct and indirect employment. Since then ITC's Hotels business
has grown to occupy a position of leadership, with over 100 owned
and managed properties spread across India. In 1985, ITC set up
Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint
venture. Since inception, its shares have been held by ITC, British
American Tobacco and various independent shareholders in Nepal. In
August 2002, Surya Tobacco became a subsidiary of ITC Limited and
its name was changed to Surya Nepal Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper
manufacturing company and a major supplier of tissue paper to the
cigarette industry. The merged entity was named the Tribeni Tissues
Division (TTD). To harness strategic and operational synergies, TTD
was merged with the Bhadrachalam Paperboards Division to form the
Paperboards & Specialty Papers Division in November 2002. In
2000, ITC forayed into the Greeting, Gifting and Stationery
products business with the launch of Expressions range of greeting
cards. A line of premium range of notebooks under brand Paperkraft
was launched in 2002. To augment its offering and to reach a wider
student population, the popular range of notebooks was launched
under brand Classmate in 2003. Classmate over the years has grown
to become Indias largest notebook brand and has also increased its
portfolio to occupy a greater share of the school bag. Years 2007-
2009 saw the launch of Children Books, Slam Books, Geometry Boxes,
Pens and Pencils under the Classmate brand. In 2008, ITC
repositioned the business as the Education and Stationery Products
Business and launched India's first environment friendly premium
business paper under the Paperkraft Brand. Paperkraft offers a
diverse portfolio in the premium executive stationery and office
consumables segment. Paperkraft entered new categories in the
office consumable segment with the launch of Textliners, Permanent
Ink Markers and White Board Markers in 2009. ITC also entered the
Lifestyle Retailing business with the Wills Sport range of
international quality relaxed wear for men and women in 2000. The
Wills Lifestyle chain of exclusive stores later expanded its range
to include Wills Classic formal wear (2002) and Wills Clublife
evening wear (2003). ITC also initiated a foray into the popular
segment with its men's wear brand, John Players, in 2002. In 2006,
Wills Lifestyle became title partner of the country's most premier
fashion event - Wills Lifestyle India Fashion Week - that has
gained recognition from buyers and retailers as the single largest
B-2-B platform for the Fashion Design industry. To mark the
occasion, ITC launched a special 'Celebration Series', taking the
event forward to consumers. In 2007, the Company introduced 'Miss
Players'- a fashion brand in the popular segment for the young
woman. In 2000, ITC spun off its information technology business
into a wholly owned subsidiary, ITC Infotech India Limited, to more
aggressively pursue emerging opportunities in this area. Today ITC
Infotech is one of Indias fastest growing global IT and IT-enabled
services companies and has established itself as a key player in
offshore outsourcing, providing outsourced IT solutions and
services to leading global customers across key focus verticals -
Manufacturing, BFSI (Banking, Financial
13
Services & Insurance), CPG&R (Consumer Packaged Goods
& Retail), THT (Travel, Hospitality and Transportation) and
Media & Entertainment. ITC's foray into the Foods business is
an outstanding example of successfully blending multiple internal
competencies to create a new driver of business growth. It began in
August 2001 with the introduction of 'Kitchens of India'
ready-to-eat Indian gourmet dishes. In 2002, ITC entered the
confectionery and staples segments with the launch of the brands
mint-o and Candyman confectionery and Aashirvaad atta (wheat
flour). 2003 witnessed the introduction of Sunfeast as the Company
entered the biscuits segment. ITC's entered the fast growing
branded snacks category with Bingo! in 2007. In just seven years,
the Foods business has grown to a significant size with over 200
differentiated products under six distinctive brands, with an
enviable distribution reach, a rapidly growing market share and a
solid market standing. In 2002, ITC's philosophy of contributing to
enhancing the competitiveness of the entire value chain found yet
another expression in the Safety Matches initiative. ITC now
markets popular safety matches brands like iKno, Mangaldeep, Aim,
Aim Mega and Aim Metro. ITC's foray into the marketing of
Agarbattis (incense sticks) in 2003 marked the manifestation of its
partnership with the cottage sector. ITC's popular agarbattis
brands include Spriha and Mangaldeep across a range of fragrances
like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and
Nagchampa. Continuing with its tradition of bringing world class
products to Indian consumers the Company launched 'Fiama Di Wills',
a premium range of Shampoos, Shower Gels and Soaps in September,
October and December 2007 respectively. The Company also launched
the 'Superia' range of Soaps and Shampoos in the mass-market
segment at select markets in October 2007 and Vivel De Wills &
Vivel range of soaps in February and Vivel range of shampoos in
June 2008.
ITCs corporate strategies are : Create multiple drivers of
growth by developing a portfolio of world class businesses that
best matches organisational capability with opportunities in
domestic and export markets. Continue to focus on the chosen
portfolio of FMCG, Hotels, Paper, Paperboards & Packaging, Agri
Business and Information Technology. Ensure that each of its
businesses is world class and internationally competitive.
14
Enhance the competitive power of the portfolio through synergies
derived by blending the diverse skills and capabilities residing in
ITCs various businesses. Continuously strengthen and refine
Corporate Governance processes and systems to catalyse the
entrepreneurial energies of management by striking the golden
balance between executive freedom and the need for effective
control and accountability.
HONOURS: 2006-2007 British safety council, UK: Five Star rating
2006, Awarded to cigarette factories at Kolkata and Munger;
Packaging and Printing unit at Munger; Paperboards and Specialty
Papers unit at Bollarum and Tribeni Royal Society for Prevention of
Accidents (ROSPA): Gold Award 2006 for Occupational Safety Awarded
to Packaging and Printing unit at Munger; Cigarette factory at
Munger Silver Award to Cigarette factory at Munger; Packaging and
Printing unit at Munger; Hotels in Agra and Jaipur Gold Award to
Leaf Processing Plants at Chirala and Anarpati; Cigarette factories
at Bengaluru, Saharanpur and Kolkata; Packaging and Printing unit
at Munger; Welcome Hotel, New Delhi CII National Award for
Excellence in Energy Management 2006 Awarded to Paperboards unit at
Bhadrachalam; Cigarette factory at Munger CII New Delhi: National
Award for Excellence in Water Management 2006 Awarded to Cigarette
factory at Munger Royal Society for Prevention of Accidents
(ROSPA): Gold Award 2007
15
FOREIGN EXCHANGE EARNINGSITC Ltd continues to view foreign
exchange earnings as a key priority. All businesses in the ITC
portfolio are mandated to engage with overseas markets with a view
to testing international competitiveness and seeking growth
opportunities. The ITC groups contribution to foreign exchange
earnings over the last ten years amounted to nearly USD 2.8
billion, of which agro exports constituted nearly 65%. Earnings
from agro exports is an dicator of ITC s contribution to the rural
economy through effectively linking small farmers with
international markets.
16
ORGANIZATIONAL CHART OF ITC LTD.
17
HIERARCHY OF MARKETING DIVISION
BRANCH MANAGER BRANCH MANAGER OF MARKETING OF MARKETING
ASSISTANT MANAGER ASSISTANT MANAGER(FOOD) (FOOD)
ASSISTANT MANAGER ASSISTANT MANAGER(PCP) (PCP)
ASSISTANT MANAGER ASSISTANT MANAGER(CIGARETTE) (CIGARETTE)
AREA AREA MGR MGR
AREA AREA MGR MGR
AREA AREA MGR MGR
AREA AREA MGR MGR
AREA AREA MGR MGR
AREA AREA MGR MGR
AREA AREA MGR MGR
AREA AREA MGR MGR
AREA AREA MGR MGR
AREA AREA EXECUTIVE EXECUTIVE
AREA AREA EXECUTIVE EXECUTIVE
AREA AREA EXECUTIVE EXECUTIVE
18
BINGO CHANNEL OF DISTRIBUTION
WAREHOUSE SERVICE PROVIDERWSB HUB
WHOLESELL DEALER
TRADE RETAILER OR SECONDARY WHOLESALE
19
DIVISIONAL HEADQUARTERS Virginia House 37 J. L. Nehru Road,
Kolkata 700 071
A
TRADE MARKETING EASTERN DISTRICT KOLKATA ITC Limited 2 Lee Road,
1st & 2nd Floor, Kolkata 700 020 ISD Code 91-(0)33 Tel
22472281-5 (District Office), 22836634-38 (Branch Office) Fax
22478576 (District Office), 22836642 (Branch Office) GUWAHATI ITC
Limited 6th Floor, Peace Enclave, Guwahati 781 007 Ashiana Chambers
Exhibition Road, Post Box No. 52 Patna 800 001 ISD Code 91-(0)612
Tel 2222504, 2204706, 2234235 Fax 2221422 VISAKHAPATNAM Virginia
House Thompson Road Visakhapatnam 530 001
PATNA
20
ISD Code 91-(0)891 Tel 2508638, 2566545 Fax 2508639
WESTERN DISTRICT MUMBAI World Trade Centre, 18th Floor, Centre
1, Cuffe Parade, Colaba Mumbai 400005. ISD Code 91-(0)22 Tel
22172200 Fax 22189359/22152199 AHMEDABAD Karaka Building 2nd Floor,
Ashram Road Navrangpura Ahmedabad 380 009 ISD Code 91-(0)79 Tel
55614701/2/3 Fax 26580829 Grams POWHATTAN INET 32720201211 BHOPAL
Ranjeet Towers, 2nd Floor, Plot No. 8 MP Nagar Zone II Bhopal 462
011 ISD Code 91-(0)755 Tel 2554028, 2554029, 2554301 Fax 2554302
NAGPUR Burhani Complex 105 Mount Road Nagpur 440 001 ISD Code
91-(0)712 Tel 2524988/6835 Fax 2526850 PUNE 508 - 511 City Tower
17, Dhole Patil Road, Pune 411 001 ISD Code 91-(0)20 Tel 26128403 -
6 Fax 26128402
NORTHERN DISTRICT
21
NEW DELHI
ITC Green Centre 10 Institutional Area Sector 32, Gurgaon 122
001 Haryana ISD Code 91-(0)124 Tel 4171717 Fax 4173100 (District
Office), 4033106 (Branch Office)
JAIPUR
201 Durlabhji Chambers D-24 Prithviraj Road, C-Scheme Jaipur 302
001 ISD Code 91-(0)141 Tel 2379958, 2361219, 9829364443 Fax
2375542, 2378168 (BM) Grams POWHATTAN
JAMMU
164-A/D, Gandhi Nagar Jammu 180 064 ISD Code 91-(0)191 PABX Tel
2430870, 2439620, 2453224 Fax 2432447
LUCKNOW
P O No. 299, 1st and 2nd Floors 1/1, Gokhale Marg Lucknow 226
001 ISD Code 91-(0)522 Tel 2209726/2209614 Fax 2209833 Grams
POWHATTAN
SAHARANPUR
Tobacco House D Bajoria Marg Civil Lines Saharanpur 247 001 ISD
Code 91-(0)132 Tel 2715050, 2715237 Fax 2715658
SOUTHERN DISTRICT BENGALURU ITC Infotech Park Pulikeshinagar PO
Bengaluru 560 005 ISD Code 91-(0)80 Tel 25498501-4, 25801571/72
22
Fax 25498507 (District Office), 25498506 (Branch Office) Telefax
25498505 COIMBATORE 30, West Club Road Post Box No. 3851 Coimbatore
641 018 ISD Code 91-(0)422 Tel 2301108/2304276 Fax 2300442 Grams
POWHATTAN ERNAKULAM Shenoy Chambers, 5th Floor Post Box No. 2529
Shanmugam Road Marina Drive Cochin 682 031 ISD Code 91-(0)484 Tel
2360087, 2363151 Fax 2351426 Grams POWHATTAN CHENNAI ITC Centre 4th
Floor 760 Anna Salai Chennai 600 002 ISD Code 91-(0)44 Tel
28555279,28555280,28555287, Fax 28418346 Grams POWHATTAN
SECUNDERABAD 9-1-125/3/2, 2 & 3 Floor Siddharth Plaza 44,
Sarojini Devi Road Secunderabad 500 003 ISD Code 91-(0)40 Tel
66264025, 66325714, 66326052 Fax 27800663 Grams POWHATTAN
B
PRODUCTION BRANCHES BENGALURU ITC Limited Meenakunte Village,
Jallahobli, Bengaluru (North) 562 157 Tel
28467709/10/11/13/14/15,28467970/77 Telefax 28467972
23
Fax Branch Manager 28467974 Commercial 28467707 SMD 28467708
Engineering 28467977 HRD 28093030 MIS Telefax 28467972 SAHARANPUR
Sardar Patel Marg P.O. Box No 25 Saharapur 247001 ISD Code
91-(0)132 EPABX Lines 2725111-2725115 (5 Lines)
2725011,2725027,2724718,2725182,2725212,2725214 Fax 2726286 KOLKATA
(Kidderpore) 93/1 Karl Marx Sarani P. B. No. 17203 Kolkata 700 043
ISD Code 91-(0)33 Tel 24390757, 24393994/95/96, 24393824/25
24395061, 24396586, 24397061, 24397260 Fax 24390241 MUNGER
Basdeopur P.O. District Munger Munger 811202 ISD Code 91-(0)6344
Tel 220789/505/515/516/517/546/222126 Fax Commercial 222276
Engineering 222964 HRD 222258 Production 222331 Grams POWHATTAN
C
SURYA NEPAL PRIVATE LIMITED REGISTERED OFFICE Shree Bal Sadan
P.B. No. 1864, Gha - 2513 Kantipath, Kathmandu, Nepal ISD Code
00977-1 Tel 4248260,4248280,4220909,4227328 Gate House 4220658 Fax
4227585
24
FACTORY Simra, Bara, Nepal ISD Code 00977-53 Tel
520031,520035,520036,520039,520175 Fax 520034
KOLKATA OFFICE ITC Centre, 4th Floor 37 J L Nehru Road Kolkata
700 071 ISD Code 91-(0)33 Tel 22889371 Extn 3638, 3639, 3660 Fax
22882259,22882260
D
KING MAKER MARKETING INC. USA 12 Route 17 North, Suite # 304
Paramus, NJ-07652 USA ISD Code 001-201 Tel 8450511,8430377,
8456471/800 317 0377 Fax 8453911, 8432092
E
ITC FILTRONA LIMITED REGISTERED OFFICE & WORKS, BENGALURU
Doddajala Post Yarthigana Halli (Via) Bettahalasur Bengaluru North
562 157 ISD Code 91-(0)80 Tel 7680438, 7680497, 7682418 (incoming)
Fax 7682420
25
CHAPTER 4
26
27
FMCG Business InitiativesBranded Packaged Foods:Leverages:
Unique Agric sourcing skills ITC Welcome groups specialist cuisine
& bakery knowledge FMCG distribution synergies ITC R&D
Centre, Bangalore Salty Snacks Potato chips, Bridge products: Bingo
Bingo! The launch of Bingo! in March 2007 marked ITC's foray into
the fast growing branded snack foods segment. Bingos portfolio
includes an array of products in both Potato Chips & Finger
Snacks segment. Bingo! is positioned as a youthful and innovative
snack, offering the consumers a choice of flavours that are fast
becoming popular. The Potato Chips offerings comprise the
ever-popular Salted, Masala and Tomato flavours, as well as some
innovative variants inspired by the snacking habits of different
parts of the country like Chatkila Nimbu Achaar.
28
Bingo! International Cream & Onion is the brands latest
addition to its existing unique and exciting range. Keeping in sync
with the Bingo! philosophy, this variant brings with it a unique
combination of cheese, cream and spring onions, giving it a truly
international flavour.
The fingerSnacks segment, the innovative 'khakra inspired' Mad
Angles has become an instant hit among consumers and is available
in 3 flavours - Tomato Mischief, Chilli Dhamaka and Achaari
Masti.
Finger Snack Hatke Jhatke, appropriately shaped like a wave,
takes Bingo!s philosophy of combinations forward with two exciting
flavours - Funky Masala & Tomato Twist.
29
Bingo is ITC's challenge to the monopoly of Frito Lays. ITC
launched Bingo in the highly fragmented Rs 4500-5000 crore ($1
Billion) snack food market.Indian snack food market is dominated by
unorganised sector. The organised snack foods market is only Rs
2000 crore and is dominated by the iconic Lays brand with over 77%
market share. Having tasted success in Biscuits, staples and Ready
to eat market, Bingo will be another test for ITC's marketing
muscle. It fights in this segment with none other than Pepsi.
Indian snack food market is divided into : Traditional Snacks (
bhujiya, Chanachur etc) Western Snacks and the newly created Finger
snacks segments. Bingo is entering both the potato and finger
snacks market. According to the company press release, Bingo comes
in 16 flavors. Its potato snack has 4 innovative variants taking
into consideration the taste difference across Indian market. The
Finger snacks line has six variants.The TVC's are now on air and
the company intends to position this brand as a fun brand targeting
at the youth. The brand tries to differentiate from Lays by
focusing on innovation (in flavors). Snack foods : because of the
low financial risk (low price) for the customer, new tastes will be
a key in marketing success. Lays succeeded by offering great
quality, variety and brand to reach the leadership position. Bingo
it seems is following the leader. The task is very tough for ITC to
fight with Lays. The golden line is that the market is so large
that every player will have a space provided, the brand keeps the
promise. The high profile brand launch of Bingo will see the market
expanding thus benefiting all the players . ITC is aiming at a 360
degree brand building effort to boost the new launch. The exit of
Indian team from worldcup may force a re- look on the media
strategy for this brand since the company was trying to leverage
the worldcup fever in India. The brand takes the tagline : No
Confusion Great Combination. The brand is promoted through a series
of funny ad which I feel is little too complicated. The ad tries to
be funny but fails to make the audience laugh. The poor execution
can create problems for the brand. Watch the TVC here; Vango Pongo
The launch of Bingo is going to see a fight between two marketing
giants in the Indian market.It will be a treat for marketers and
consumers .. Bingo.... Staples
Aashirvaad Atta, Salt, Spices Biscuits
Sunfeast
30
Confectionery
Candyman, Mint-o
Ready to Eat
Kitchens of India, Aashirvaad Ready Meals, Aashirvaad Instant
Mix, Sunfeast Pasta Aashirvaad Atta: Current market leader amongst
national branded players; leverages the e-Choupal network for
cost-quality optimization and region specific offerings Sunfeast
Biscuits: Differentiated & innovative products; continues to
build consumer franchise; distributed & outsourced supply chain
being ramped up FMCG- Cigarettes ITC uncompromising commitment to
providing superior value to consumers through world class products
helped in sustaining its leadership position in the cigarette
industry. Mantra of continuous and consistent offering of value
added world class products to the Indian consumer, a unique IT
enabled six sigma based product development process was implemented
during the year 2007. Strategies borne out of deep consumer
insights nurtured by ITC and supported by substantial investments
have resulted in three of the brands featuring, once again, amongst
the top 5 FMCG brands in India.ITCs tobacco research laboratories
obtained the ISO/IEC 17025 certification from the national
accreditation board for testing and calibration laboratories (NABL)
earning international recognition for ITCs R&D capabilities
from the scientific and regulatory communities. Followings points
related to the tobacco sector which makes the ITC the leader in
cigarette industry in India. Market leadership
31
Powerful brands across segments Leadership in all segments -
geographic & price Extensive FMCG distribution network Direct
servicing of 1, 00,000 markets & 2 million retail outlets
World-class state-of-the-art technology and products Investment -
Rs.10 billion in six years Exciting long term growth potential.
Cigarettes account for only 15% of tobacco consumed in India unlike
world pattern of 85% due to prolonged punitive taxation FMCG
Business Initiatives Lifestyle Retailing Leverages trade mark and
services expertise of hotels. Relaxed wear market growth > 25%
p.a Up market product range available in exclusive Wills Lifestyle
stores and multibranded outlets/ large format retail stores across
the county. State-of-the-art Master Facility aids speed of
execution. Outsourced JIT plant for quick response manufacturing.
Premium segment comprising the Classic range of formal wear, Wills
Sport relaxed wear and Wills Club life evening wear Strong
distribution network in place for the mid-market brand John Players
FMCG BUSINESS INITATIVE Greetings, Gifting &
Stationery:Leverages print and paper know-how An emerging market in
India - growth driven by increasing cross- cultural exposure. ITCs
Expressions range commenced with greeting cards; now widened to
include stationery & gifting. Robust distribution network in
place to scale up the Stationery business significantly Classmate
brands already the most widely distributed brand in India. Serves
to expand the width of ITCs FMCG distribution capability with
negligible incremental investment.
32
FMCG Business initiative Safety Matches Current industry
consumer spends estimated at Rs. 1250 crores p.a. for 24 billion
match boxes. Fragmented supply base arising from policy of
reservation for small scale industry. ITC markets its brands with
value added products across each price point Support SMEs with
complementary marketing strengths. AIM Indias largest selling
Safety Matches brand. ITC markets its brands with value added
products across each price Point Support cottage sector with
complementary marketing strengths Mangaldeep: the only National
brand in the country.
Strategic Rationale Blend multiple competencies residing within
the ITC Group to create new avenues of growth.
33
Best fit between internal capabilities and emerging market
opportunities . Each segment enhances the depth and width of ITCs
FMCG distribution capability.
CHAPTER 5
34
Consumer buying behavior of Bingo, lays & kurkureThe
'Bingo!' range of Finger snacks was augmented during the year with
the launch of 'Hatke Jhatke', a wave shaped snack in two exciting
flavours. Similarly the potato chips platform was also enhanced
with the addition of a new flavour 'International Cream and Onion'.
These differentiated offerings through varied shapes, textures and
flavours provide a distinctive consumer experience. The clutter
breaking communication strategy encompassing a multi-media campaign
has enhanced the visibility of the brand and has re-inforced
'Bingo!'s' positioning as a youthful and innovative snack.
Definition of Buying Behavior: Buying Behavior is the decision
processes and acts of people involved in buying and using products.
Need to understand:
why consumers make the purchases that they make? what factors
influence consumer purchases? the changing factors in our
society.
Consumer Buying Behavior refers to the buying behavior of the
ultimate consumer. A firm needs to analyze buying behavior for:
Buyers reactions to a firms marketing strategy has a great
impact on the firms success.
35
The marketing concept stresses that a firm should create a
Marketing Mix (MM) that satisfies (gives utility to) customers,
therefore need to analyze the what, where, when and how consumers
buy. Marketers can better predict how consumers will respond to
marketing strategies.
Stages of the Consumer Buying Process Six Stages to the Consumer
Buying Decision Process (For complex decisions). Actual purchasing
is only one stage of the process. Not all decision processes lead
to a purchase. All consumer decisions do not always include all 6
stages, determined by the degree of complexity...discussed
next.
The 6 stages are: 1. Problem Recognition(awareness of
need)--difference between the desired state and the actual
condition. Deficit in assortment of products. Hunger-Food. Hunger
stimulates your need to eat. Can be stimulated by the marketer
through product information--did not know you were deficient? I.E.,
see a commercial for a new pair of shoes, stimulates your
recognition that you need a new pair of shoes.
2. Information search-o Internal search, memory. o External
search if you need more information. Friends and relatives (word of
mouth). Marketer dominated sources; comparison shopping; public
sources etc. A successful information search leaves a buyer with
possible alternatives, the evoked set. Hungry, want to go out and
eat, evoked set is chinese food indian food burger king klondike
kates etc 3. Evaluation of Alternatives--need to establish criteria
for evaluation, features the buyer wants or does not want.
Rank/weight alternatives or resume search. May decide that you want
to eat something spicy, indian gets highest rank etc.o o o o
36
If not satisfied with your choice then return to the search
phase. Can you think of another restaurant? Look in the yellow
pages etc. Information from different sources may be treated
differently. Marketers try to influence by "framing" alternatives.
4. Purchase decision--Choose buying alternative, includes product,
package, store, method of purchase etc. 5. Purchase--May differ
from decision, time lapse between 4 & 5, product availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or
Dissatisfaction. Cognitive Dissonance, have you made the right
decision. This can be reduced by warranties, after sales
communication etc. After eating an indian meal, may think that
really you wanted a chinese meal instead.
Types of Consumer Buying BehaviorTypes of consumer buying
behavior are determined by:
Level of Involvement in purchase decision. Importance and
intensity of interest in a product in a particular situation.
Buyers level of involvement determines why he/she is motivated to
seek information about a certain products and brands but virtually
ignores others.
High involvement purchases--Honda Motorbike, high priced goods,
products visible to others, and the higher the risk the higher the
involvement. Types of risk:
Personal risk Social risk Economic risk
The four type of consumer buying behavior are:
Routine Response/Programmed Behavior--buying low involvement
frequently purchased low cost items; need very little search and
decision effort; purchased almost automatically. Examples include
soft drinks, snack foods, milk etc. Limited Decision Making--buying
product occasionally. When you need to obtain information about
unfamiliar brand in a familiar product category, perhaps. Requires
a moderate amount of time for information gathering. Examples
include Clothes--know product class but not the brand.
37
Extensive Decision Making/Complex high involvement, unfamiliar,
expensive and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars,
homes, computers, education. Spend alot of time seeking information
and deciding. Information from the companies MM; friends and
relatives, store personnel etc. Go through all six stages of the
buying process. Impulse buying, no conscious planning.
The purchase of the same product does not always elicit the same
Buying Behavior. Product can shift from one category to the next.
For example: Going out for dinner for one person may be extensive
decision making (for someone that does not go out often at all),
but limited decision making for someone else. The reason for the
dinner, whether it is an anniversary celebration, or a meal with a
couple of friends will also determine the extent of the decision
making.
Categories that Effect the Consumer Buying Decision ProcessA
consumer, making a purchase decision will be affected by the
following three factors: 1. Personal 2. Psychological 3. Social The
marketer must be aware of these factors in order to develop an
appropriate MM for its target market.
Personal Unique to a particular person. Demographic Factors.
Sex, Race, Age etc. Who in the family is responsible for the
decision making. Young people purchase things for different reasons
than older people. ket.
Psychological factors
38
Psychological factors include:
Motives-A motive is an internal energizing force that orients a
person's activities toward satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If
marketers can identify motives then they can better develop a
marketing mix. MASLOW hierarchy of needs!!o o o o o
Physiological Safety Love and Belonging Esteem Self
Actualization
Need to determine what level of the hierarchy the consumers are
at to determine what motivates their purchases. Nutrament, a
product marketed by Bristol-Myers Squibb originally was targeted at
consumers that needed to receive additional energy from their
drinks after exercise etc., a fitness drink. It was therefore
targeted at consumers whose needs were for either love and
Belonging or esteem. The product was not selling well, and was
almost terminated. Upon extensive research it was determined that
the product did sell well in inner-city convenience stores. It was
determined that the consumers for the product were actually drug
addicts who couldn't not digest a regular meal. They would purchase
Nutrament as a substitute for a meal. Their motivation to purchase
was completely different to the motivation that B-MS had originally
thought. These consumers were at the Physiological level of the
hierarchy. BM-S therefore had to redesign its MM to better meet the
needs of this target market. Motives often operate at a
subconscious level therefore are difficult to measure. Perception
What do you see?? Perception is the process of selecting,
organizing and interpreting information inputs to produce meaning.
IE we chose what info we pay attention to, organize it and
interpret it. Information inputs are the sensations received
through sight, taste, hearing, smell and touch.
Selective Exposure-select inputs to be exposed to our awareness.
More likely if it is linked to an event, satisfies current needs,
intensity of input changes (sharp price drop).
39
Selective Distortion-Changing/twisting current received
information, inconsistent with beliefs. Advertisers that use
comparative advertisements (pitching one product against another),
have to be very careful that consumers do not distort the facts and
perceive that the advertisement was for the competitor. A current
example...MCI and AT&T...do you ever get confused? Selective
Retention-Remember inputs that support beliefs, forgets those that
don't. Average supermarket shopper is exposed to 17,000 products in
a shopping visit lasting 30 minutes-60% of purchases are unplanned.
Exposed to 1,500 advertisement per day. Can't be expected to be
aware of all these inputs, and certainly will not retain many.
Interpreting information is based on what is already familiar, on
knowledge that is stored in the memory. Problems marketing wine
from South Africa. Consumers have strong perceptions of the
country, and hence its products.
Ability and Knowledge Need to understand individuals capacity to
learn. Learning, changes in a person's behavior caused by
information and experience. Therefore to change consumers' behavior
about your product, need to give them new information re:
product...free sample etc. South Africa...open bottle of wine and
pour it!! Also educate american consumers about changes in SA. Need
to sell a whole new country. When making buying decisions, buyers
must process information. Knowledge is the familiarity with the
product and expertise. Inexperience buyers often use prices as an
indicator of quality more than those who have knowledge of a
product. Non-alcoholic Beer example: consumers chose the most
expensive six-pack, because they assume that the greater price
indicates greater quality. Learning is the process through which a
relatively permanent change in behavior results from the
consequences of past behavior.
AttitudesKnowledge and positive and negative feelings about an
object or activitymaybe tangible or intangible, living or non-
living.....Drive perceptions
40
Individual learns attitudes through experience and interaction
with other people. Consumer attitudes toward a firm and its
products greatly influence the success or failure of the firm's
marketing strategy.
Personalityall the internal traits and behaviors that make a
person unique, uniqueness arrives from a person's heredity and
personal experience. Examples include:o o o o o o o o o o o o
Workaholism Compulsiveness Self confidence Friendliness
Adaptability Ambitiousness Dogmatism Authoritarianism Introversion
Extroversion Aggressiveness Competitiveness.
Traits effect the way people behave. Marketers try to match the
store image to the perceived image of their customers. There is a
weak association between personality and Buying Behavior, this may
be due to unreliable measures. Nike ads. Consumers buy products
that are consistent with their self concept.
LifestylesRecent US trends in lifestyles are a shift towards
personal independence and individualism and a preference for a
healthy, natural lifestyle. Lifestyles are the consistent patterns
people follow in their lives. EXAMPLE healthy foods for a healthy
lifestyle. Sun tan not considered fashionable in US until 1920's.
Now an assault by the American Academy of Dermatology.
Social FactorsConsumer wants, learning, motives etc. are
influenced by opinion leaders, person's family, reference groups,
social class and culture.
41
Opinion leadersSpokespeople etc. Marketers try to attract
opinion leaders...they actually use (pay) spokespeople to market
their products. Michael Jordon (Nike, McDonalds, Gatorade etc.) Can
be risky...Michael Jackson...OJ Simpson...Chevy Chase
Roles and Family InfluencesRole...things you should do based on
the expectations of you from your position within a group. People
have many roles. Husband, father, employer/ee. Individuals role are
continuing to change therefore marketers must continue to update
information.
Family is the most basic group a person belongs to. Marketers
must understand:o o o o o
that many family decisions are made by the family unit consumer
behavior starts in the family unit family roles and preferences are
the model for children's future family (can reject/alter/etc)
family buying decisions are a mixture of family interactions and
individual decision making family acts an interpreter of social and
cultural values for the individual.
The Family life cycle: families go through stages, each stage
creates different consumer demands:o o o o o o o o o o
bachelor stage...most of BUAD301 newly married, young, no
children...me full nest I, youngest child under 6 full nest II,
youngest child 6 or over full nest III, older married couples with
dependant children empty nest I, older married couples with no
children living with them, head in labor force empty nest II, older
married couples, no children living at home, head retired solitary
survivor, in labor force solitary survivor, retired Modernized life
cycle includes divorced and no children.
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CHAPTER 6
43
DEFNITION & MEANINGMarketing research implies a disciplined
approach to marketing problems of various kinds. With the
development of sophisticated business organizations and changing
nature of consumer behavior, these problems tend to become more
complex and decisions taken to solve them have far-reaching
effects. It is sound business practice that marketing policies
should found on carefully planned research: this is possible only
by applying the systematic approach of research methodology used in
other areas of investigation. According to American marketing
association, Marketing Research is the systematic gathering,
recording, and analyzing of data about problems relating to the
marketing of goods and services. The above definition stresses
on:
44
Marketing research is a systematic process and not a haphazard
activity. It includes not only collection of data but analysis of
the data so collected. The data so collected and analyzed is used
to solve various marketing problems relating to goods and services.
The problem may relate right from the idea stage to eventual
consumer satisfaction.
Research approach:Directly from the In this descriptive research
research primary and secondary data is collected as follow: Primary
data: Primary data has been collected field. Survey is research
approach used in this research project. These are made to learn
bout people. Knowledge, personal opinion and attitude towards
product.
The survey is done in Patna district
Secondary data:
45
The secondary data has been taken from company booklets,
informational manual etc. This has been used to known about the
history of the organization, market share of the company, sales
policy etc. Research instrument: In this project Questionnaires
include all type of question. Questionnaire includes the personal
information as well as the product information. Questionnaire was
structured for both ended and closed ended questions. Population:
Population means the aggregate of the elements from which a sample
is to be drawn.
Sampling plan: After deciding the research approach sampling
plan must be designed. This plan calls for three decisions: 1.
Sampling unit 2. Sample size 3. Sample Procedure Sampling unit: Who
is to be surveyed? This is the question that we have to answer
under this heading in this project sampling. A) Customers, B)
Retailers, C) Pan shops D) Bakery shops Sample size:
46
The sample size is approximately of the population size. For
this area given (Patna district) sample size was: 300 Sample
procedure: How should the respondents be chosen? In this project
simple random sample was taken to carry out survey. Contact method:
Once the sampling has been determined one must decide how the
subject should be contacted: 1 Personal interview. 2 Telephone. 3.
Mail
TimeThe data was collected within 60 days, in the month of June
and July. There for our aim was to find the most popular flavor
among all the offerings We began our analysis by dividing people
into those who like to eat snacks and those who dont. We based our
study on survey of people who like to eat snacks. This survey was
conducted in Patna. To collect the data we designed a
questionnaire.
LocationThe area covered was whole Patna Region.
Advantages and disadvantages of questionnaire method
47
Advantages1. It is suitable for a large sample. 2. Survey can be
conducted quickly through questionnaires. 3. It is appropriate for
respondents who are busy and difficult to contact personally. 4.
The responses obtained through this method are usually valid and
reliable.
Disadvantages1. It has been found difficult to construct such
questions, which suit the people of all intelligence, who are
covered under this method. 2. There is a possibility of mis-
interpreting questions and getting ambiguous replies.
48
CHAPTER 7
49
ANALYSIS OF DATAIn order to extract the meaningful information
from the data collected an analysis of data is done using pie
charts, bar graphs etc. . Q1: Do you like snacks? Response YES NO
Total no of respondents 280 20 % of respondents 93 7
7%
YE S NO
93 %
INTERPRETATION The primary and the secondary form of data
collection, says that nearly 93 percent of the people like snacks.
The snacks are the compliment for the Hot and Cold Beverages
Company. People always consume it with Tea, Coffee or with Cold
Drinks.
Q2 :- How often do you have snacks? 50 ResponseTotal no of
respondents
% of respondents
Q16 Do discounts/free gifts and so on, affect your purchase
decision? RESPONSE YES NO Total no of respondents 170 110 % of
respondents 61 39
39%
61%
YES
NO
INTERPRETATION From the data it is clear that the discount offer
affects the purchase decision of the customer
51
Q17:- How do you rate the bingo? Response Excellent Very good
Average None Total no of respondents 43 58 119 60Rate of the
Bingo140 120 100 Responses 80 60 40 20 0 1 Rate 43 58 60 119
% of respondents 15% 21% 42% 22%
Excellent
Very good
Average
None
INTERPRETATION 15% rate it as excellent,21% rate it as very
good,42% rate it as average and 22% havent said anything.
52
FINDINGS
After analyzing all the information collected, we come to know
that a) ITC LTD. name is the main attraction for the consumer in
comparison to Lays & Kurkure. b) Advertisement is doing an
excellent job in influencing the consumer for the new product. c)
Bingo having good reputation among the brands likes Lays &
Kurkure. d) Markets having great potentialities and opportunities
to increate the sales force of Bingo product. e) Major preference
is for flavor followed by spicy and then Nankeen & Sweet. f)
After interpretations it can be said daily snacks is not possible
for approximately people. g) More than 70% customers likes lays
& kurkure. h) 45% customers are satisfied with Bingo. i) 70%
customers believes lays & kurkure is the best snacks. j) 42%
customers rated bingo snacks is average. k) It can be said that
most of customer use the snacks.
53
l) Before started Bingo 71% customers like to snacks Lays &
Kurkure.
SWOT ANALYSISStrengths Abundant availability of raw material.
Vast network of manufacturing facilities all over the country Vast
domestic market Urbanization
Weaknesses High requirement of working capital Low availability
of adequate infrastructural facilities Lack of adequate quality
control& testing methods as per international standards
Inefficient supply chain due to a large number of
intermediaries
Opportunities Rising income levels and changing consumption
patterns Favorable demographic profile and changing lifestyles
Integration of development in contemporary technologies such as
electronics, material science, bio-technology etc. offer vast scope
for rapid improvement & progress. Opening of global markets
Threats
54
High packaging cost High inventory carrying cost Competition
between national and regional players High taxation Affordability
and cultural preferences of fresh food.
CHAPTER 8
55
LIMITATION OF THE PROJECT
The Market research has to face certain problem while doing
research work. The limitations in this report are as follows:-
The research was conducted in Patna City. If the research would
have been conducted in other city. The conclusion would be
different. Only sample of customers were surveyed because of
limited time and economic constraints. It difficult to conduct
marketing research as the agent of ITC CO. are spread out all over
the country and therefore study is restricted to secondary data
collect from the industry. The company rules and regulations didnt
allow me to go in depth regarding some confidential strategies.
Market research cannot provide solution to problem, it only offer
accurate information, which was used to given suggestion to the
company. The major limitation was scarcity of time available for
the study. The time available for the study was only 50 days.
56
CHAPTER 9
57
CONCLUSION As per the analysis it could be said that market is
most inclined towards the brand name of a company. It has been
found that bingo name in sncks facility is quite new compare to
lays & kurkure. Bingo has large no. of competitors in market
these are lays & kurkure &others snacks. As we found in
research lays & kurkure market has been saturated and bingo
& others snacks market is growing stage of its life cycle. More
than 70% customers like lays & kurkure. Most of customers use
the snacks. So bingo has potential. As it is found that bingo is
good snacks in India, but lays & kurkure is best snacks. Bingo
has less customers in comparision to lays & kurkure due to not
advertising in market.
58
RECOMMENDATION
I recommend following suggestions on the basis of my research:
The sales promotions should be done through right marketing
strategies, advertisements thereby creating the awareness in the
market of its presence. There is a lot of potential in the market
which needs to be tapped through aggressive marketing &
analytical studies with Corporates inorder to tap the great market
potential. Increase the marketing budget in terms advertising. Need
to focus on individual brands than umbrella branding. I suggest
company to target rural urban areas which is less accessable.
Consumer who is the first and major target should be given vital
importance, so Bingo must launch new schemes to attract more and
more consumers. Company should invest more on Media Expenditure and
other promotional activities. Tie up with an local media for future
product launches. I would like to suggest to provide promotional
facilities as soon as possible.
59
CHAPTER 10
60
BIBLIOGRAPHY
1. Marketing Management
BY
Philip Kotler 13th edition
2. Research Methodology
C. R. Kothari ( 2008)
3. Retail Marketing Management 4. Channel management &
Retail Marketing -
David Gilbert Meenal Dhotre
Web sites:
www.itcportal.com www.allbusiness.com www.Bingobingo.com.
61
CHAPTER-11
ABBREVIATIONS
62
ABBREVIATIONSITC LTD FMCG i.e. INDIAN TOBBACO LIMITED FAST
MOVING CONSUMER GOODS THAT IS
63
CHAPTER - 12
64
ANNEXURE -QUESTIONNAIRE
COMPARATIVE PROJECT ON THE STUDY OF BINGOThis is survey on Bingo
by Uma shankar kumar for the partial fulfillment of the
requirements for awads the degree of MASTER OF BUSINESS
ADMINISTRATION So kindly give your response to these
questions:-
Name:-__________ Age:____________ Address: . Income:__________
General Instructions: 1. 2. 3. Answer all questions Indicate your
answer by marking a tick against an appropriate option. Mark only
one option in all questions. Contact No:__________
Q1. Do you like to snacks? Yes No.. Q2 . How often do you have
BINGO? Once a week. Everyday. 2-3 times in month.. 2 or more a day.
Q3. Which do you like most? Bingo Lays. Kurkure. Others Q4. Why do
you like most Lays & Kurkure?
65
Taste Price. More popular.. Q5. Why kurkure & lays are more
popular? Advertising.. Quality. Taste Packaging Q6. Is the price of
Bingo is satisfactory? Yes.. No Q7. Will bingo exist similar as
lays & kurkure on market? Yes No.. Cant say Q8. According to
price which product do you like most? Bingo Lays. Kurkure.. Others.
Q9. Which flavors do you like most in Bingo? Spicy. Namkeen.. Sweet
Q10. Compare to other snacks (such as Kurkure, Lays, Haldiram etc)
that are available, would you say that Bingo is? Much better..
Better. Same Worse.. Much worse Q11. On what basis do you select
snacks brand? Popularity Brand Image Current trends. Availability
Q12. How likely are you to recommend BINGO to others?
66
Definitely will recommend. Probably will recommend Not sure.,
Probably will not recommend. Definitely will not recommend.. Q13.
Who is the best snacks in Indian market? Bingo........... Lays.
Kurkure Others Q14. Before switching on to BINGO, which snack did
you prefer? Lays Kurkure. Haldiram Others. Q15. What do you
considered while buying Bingo? Flavour. Quality.. Availability.
Brand Ambessdor.. Q16. Do discounts/free gifts and so on, affect
your purchase decision? Yes. No.. Q17. How do you rate the bingo?
Excellent Good.. Average. None
67
