Download - Term Paper Skeleton for Submission
Title of the term Paper
Submission by:Student Name
MK Page 4/11/20231
Objective: The case study is about the launch of the brand “Bingo” by ITC in the year 2007.
About the company (ITC):
Source 1) http://www.itcportal.com/sets/itc_frameset.htm
2) http://www.iloveindia.com/economy-of-india/top-50-companies/itc.html
Recent Developments at the company
o
b
The following table indicates the new FMCG businesses which ITC is in and how it
compares with some of the other major FMCG players in India.
Source: Outlook Business 1st December 2007.
Market Summary
MK Page 4/11/20232
The Branded snack (salty) market in India:
Sources: www.indiaprwire.com
Consumption Behaviour
Opportunities and challenges
o
Source: GAIN report (Report No: IN8075)
Structure of Indian Market
a) Organized Sector
b) Non-organised Sector
c)Domestic Industry
Source: http://www.flex-news-food.com/console/PageViewer.aspx?page=17973&str
MK Page 4/11/20233
Bingo: The product
MK Page 4/11/20234
MK Page 4/11/20235
Product Development
Research:
Taste:
Variants
t
Marketing and Advertising
o
Innovative advertising
o Television and Radio
o Website
o Distribution:
Source: Business Today December 2, 2007 Business India July 2008
Analysis of the launch of Bingo from the CBBE model’s perspective:
MK Page 4/11/20236
The CBBE model looks at branding as a sequence of steps:
Conclusions:
MK Page 4/11/20237