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Itc Bingo. ... ITC entered the fast-growing snacks segment with Bingo, a brand that will
offer 10 potato chip flavours and 6 variants of finger snacks. ...
Itc Bingo. ITC has big investment plans for the snacks project. ... Eyeing this
opportunity, ITC launched ‘BINGO’ in the potato chips market. ...
... BINGO The Bingo brand of chips was launched by ITC on 14th March 2007 with an aim
to capture at least 25 percent market share of the Rs 2000 crore branded ...
... unique benefits for their loyalty like stay at ITC hotels, packages on ... These companies
include Sainsbury's, Debenhams, Magnet, Ford, Gala Bingo, BP, Thompson ...
Submitted by abhishek273 on March 26, 2008
Category: Business
Words: 3819 | Pages: 16
Views: 345
Popularity Rank: 29,332
Average Member Grade: N/A (Add a Comment / Grade this Paper)
ITC has big investment plans for the snacks project. Naware specifies, "In two years, we will invest Rs 150 crore; Rs. 60-70 crore has already been invested in the initial rollout."target is also aggressive 25% of snacks market.
Marketing Planning
Term Project
ITC Bingo
Group 4
Abhishek Gupta 07P002
Aldrin Aloysius 07P006
Arpit Vishwakarma 07P013
Rohit Awasthi 07P033
Shikha Rana 07P040
Vardan Mathur 07P044
Acknowledgement
We would like to take this opportunity to express our most sincere gratitude towards Prof. Anita Goyal, whose classroom teaching helped us develop insights into the marketing concepts in general.
We also thank the vendors and local retailers approached by us and the respondents in the process of collecting information.
EXECUTIVE SUMMARY
The Indian snacks market is estimated to be worth Rs 2000 crore and growing at a whopping rate of 30 percent. There are few organized players in the market and a large untapped unorganized market. Hence, it provides a glaring opportunity to grow and thrive in such an environment. Eyeing this opportunity, ITC launched ‘BINGO’ in the potato chips market. With extensive research behind it and with an aggressive promotion campaign, Bingo was launched to fight head – on with the established market leader Frito Lays.
This study is an attempt to analyze and understand the marketing environment for the industry in general and ‘Bingo’ in particular. The report is divided into three parts: we commenced with the SWOT analysis of ITC Bingo wherein we studied the internal and external factors that might affect the marketing strategy of the product. Further, we studied the consumer buying behavior through a survey conducted on around 60 respondents – this helped us to gain an insight into the factors which influence people to buy potato...
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