Business Standard's Annual
Brand Derby has picked Bingo as the most successful launch of 2007. Vodafone
was a close second to Bingo for its highly effective simple message: Hutch is now Vodafone. Ten
months after it entered the category with its wafer snack brand, Bingo, ITC's
foray into the Rs 1,800-crore branded snack market has fetched the company a 16
per cent market share across the country (Source: AC Nielsen). What made the
brand tick let's take a look
Research: After
making the decision to launch Bingo it started by sending a cross-functional
team of eight individuals were sent across the country to research the snacking
habits of the Indian consumer. After travelling to 14 cities and speaking to
more than 1,000 people, the team came back with an insight that Indian
consumers were looking for novelty and excitement in existing snacks.
Taste: For the
recipes, the company went to the chefs in its hotels. The chefs came back with
16 flavours with twists like bindaas
masti chaas, chatkila nimbu achar and tandoori paneer tikka-flavoured potato chips,
chilli and tomato-flavoured mad angles — inspired by khakras — and other
snacks.
Targeting: The
Company decided that youngsters in the age group of 16-30 are the most
experimental and hence they would be the primary target audience.
Marketing &
Advertising: Bingo touched a chord with consumers through humour and
irreverent advertising. On television, the company booked 10 to 15 spots per
channel per day on youth channels such as MTV and Star World, mass Hindi
channels like Zee and Star TV, and news channels. It also had around 20 spots
on a variety of radio channels and advertised in most leading national dailies.
In the top-30 cities, over 1,000 outdoor hoardings advertised the product. It
also created a website www.bingeonbingo.com with offers, online games,
downloads and even mobile games. According to industry estimates, ITC spent
close to Rs 100 crore on marketing.
Distribution: The
Company distributed more than 4 lakh large racks, to display the brand at all
points of sale. The racks created so much impact that even competitors like
market leader Frito-Lay's introduced its own version of wafer racks. This
incredible leveraging of distribution system is credited by many as major cause
of Bingo's success. Source :Business Standard
Labels: Bingo, case studies, ITC Marketing Strategy, Marketing, Technology, Vodafone ad
