CONSUMER PREFERENCES ON CHIPS – A CASESTUDY ON

ITC BINGO!

BY

Vinay Ameda

(Reg.No.5157)

Of

Indian Business School Hyderabad

Under the Guidance of

Padmavathi

BBA

A PROJECT REPORT

Submitted to the

FACULTY OF BUSINESS MANAGEMENT

In partial fulfillment of the requirements

For the award of the

POST GRADUATE DIPLOMA IN MANAGEMENT

July 2013

DECLARATION

I Vinay Ameda hereby declare that this project titled “Customer Preferences on Chips - A

Case study on Bingo!, ITC, Hyderabad” is an original work carried out by me, under

guidance of Padmavathi (Asso. Professor). The report submitted by me is a bonafide work

carried by me of my own efforts and it has not been submitted to any University or published

any time before.

Signature of the Student

(Vinay Ameda)

Date:

Place:

EXECUTIVE SUMMARY

FMCG are the products that are sold quickly at relatively lower cost. We regularly talk about

things or products like tooth pastes, potato chips (such as lays, Bingo! etc.,), butter,

household care products etc., But do we know under which those comes? They are all comes

under category of FMCG, Fast Moving Consumer Goods. These are also called as Consumer

Packaging Goods (CPG). We buy them all from road-side grocery stores and super markets

on daily basis. These all have high profit turnover and relatively cheaper.

Different categories includes……

Personal care, Oral care, Hair care and Soaps

Cosmetics and toiletries, Deodorants, Paper products.

Soft-drinks and others beverages

Like that, many more categories are comes under this FMCG sector. Though the absolute

profit made on FMCG products is relatively small, they generally sell in large quantities, so

the cumulative profit on such products can be large.

FMCG companies maintain intense distribution network. Companies spend a large portion

of their budget on maintaining distribution networks. New entrants who wish to bring their

products in the national level need to invest huge amount of money on promoting brands.

Manufacturing can be outsourced. A recent phenomenon in the sector was entry of

multinationals and cheaper imports. Also the market is more pressurized with presence of

local players in rural areas and state brands.

FMCG is fourth largest sector in Indian Economy with a total market size of about Rs 60,000

crores, FMCG sector generates 5% of total factors employments in the country and is

creating employment for 3 million people especially in small towns and villages.

The performance of the industry was inconsistent in terms of sales and growth for over 4

years. The investors in the sector were not gainers at par with other booming sectors. After

two years of sinking performance of FMCG sector, the year 2005 has witnessed the FMCGs

demand growing. Strong growth was seen across various segments in FY06. With the rise in

disposable income and the economy in good health, the urban consumers continued with

their shopping spree.

INTRODUCTION

ITC is one of the four large companies in India. It is mainly famous for tobacco products

such as cigarettes. It is the market leader in this segment occupying the lion share in Indian

market. It diversified to many of the FMCG products such as personal care, foods,

chocolates, textiles and snack foods etc.,.

Bingo!- a snack food, was launched by ITC Ltd in march 2007 creating drastic change in

Indian snack industry by occupying a market share of about 16% in Indian Snack industry.

My project is on Bingo!. This project is mainly on the preferences of consumers and retailers

towards chips- A case study on Bingo!. The aim is to analyse the preferences of consumers

and retailers which is very important for the company in designing their new marketing

strategies, and also intend to study the spending and buying behaviour of snack food

especially Bingo……..

For this a survey was conducted in the areas of MRL trading and co, Malakpet where

respondents are asked to fill the questionnaires. The data was analysed and obtain

conclusions.

This report carries an introduction of the industry profile, company profile, also about the

FMCG products, detail of the methodology followed detailed data analysis and the results so

obtained with the variety of graphs along with given.

OBJECTIVES

To study about the consumer attitude towards BINGO!

To study on the distribution network of ITC`s BINGO!

To identify customer`s satisfaction levels with regards to distribution and sales of

BINGO!

To study about its competitors and their strategies in the market

To work and understand about hardcore sales.

To study about the promotional strategies of BINGO! to attract customers.

To study about Customer Preferences towards BINGO!

NEED FOR THE STUDY

Bingo brings a tremendous change in the Indian snack industry. Before launching of bingo,

lays was the market leader in this segment followed by Haldirams and other local players

respectively. After launching of Bingo!, the scene was completely changed by occupying the

16% market share and also in emerging as the perfect competitor for Lays. Therefore, the

main aim was to analyze the consumer’s presences on chips-A case study on Bingo! in

Malakpet (MRL Trading Co.) region, Hyderabad. The study was mainly based on the survey

on retailer’s who like to purchase Bingo! and who don’t. Also on consumer’s preferences on

chips

To collect the data two types of questionnaires were prepared.

Questionnaire 1:A questionnaire on Bingo! with reference to retailers

Questionnaire 2: A questionnaire on consumer’s preferences on Bingo

SCOPE AND LIMITATIONS

STATEMENT OF RESEARCH PROBLEM:

In the branded snacks market, to get down to basics, Frito Lay commands a share of 45%,

followed ITC’s Bingo! at 16% and rest was occupied by Haldirams, Parle Out of these ITC’s

Bingo is a new entrant in the market, which was launched in 2007. ITC has launched Bingo

in a wide variety of flavors and formats, ranging from potato chips to finger snacks. Because

of its different and catchy advertisements Bingo has created a buzz in the market. Therefore,

the aim was to analyze the retailer’s and consumer attitude in surroundings of Malakpet

region. Analysis was started by dividing people into those who like to eat snacks and those

who don’t. The study was based on the survey of people who like to eat snacks. This survey

was conducted in surroundings of Malakpet region. To collect the data two questionnaires

was designed.

LIMITATIONS

TIME LIMTATION

This type of the study required a detailed interview of men and women. Therefore,

tremendous difficulty was faced in getting the required information correctly. Many people

are not showing any interest in filling the questionnaire. Lack of participation can be

observed clearly during this survey. Some people required the help of me in felling the

questionnaire. As a result, time consumption is also very high. I was mainly targeted people

between the age group of 20-30 mostly. This is because I could find them easily in Bakers

and kirana shops most. A very limited period of days is found suitable for conducting the

survey. And the survey was conducted in few areas of Malakpet and Dilsukh Nagar. As I was

conducting the survey mainly in office time, it was very difficult to find age group above 30.

STRENGTH LIMITATION

Adequate effort has been taken to accomplish the research according to the objectives. But

the survey team consists of only one member; it is very difficult to cover more additional

areas, which would obviously give better results

RESEARCH METHODOLOGY

The research study is conducted through descriptive research. Descriptive research design is

a scientific method which involves observing and describing the behavior of a subject

without influencing it in any way or to identify the cause of something that is happening. For

instance, this research could be used in order to find out the consumer satisfaction and

retailer’s preferences towards bingo!. Company’s view of thinking is quite different to the

view of consumers and retailers. It needs to analyze the situation in the market and move

further to gain the satisfaction from the consumers respectively.

Sample Size

The number of sample is 100 for the consumers and 75 for Retailers which fulfills the

requirement in completing the project successfully. Each respondent is treated as a case of

detailed analysis.

Sampling Design

Convenience sampling is used for this study. Convenience sampling is used in exploratory

research where the researcher is interested in getting an inexpensive approximation of the

truth. As the name implies, the sample is selected because they are convenient.

Data Collection Method

For the accumulation of data the sources were primary and secondary data.

Primary Data

These data are raw material. They are the measurement observed and recorded as a part of

original study. They are original in character. The investigator or researcher directly collects

this data. The basic form of obtaining this data is by observing and questioning.

The Primary data was a detailed interview schedule with the help of a detailed questionnaire.

The samples were drawn purposively from various areas for the relevance of the study.

Secondary Data

They are not originally drawn by the researcher as fresh data. These are collected by some

other person for this purpose and published. These types of data can be collected through

various sources.

For this study the secondary data were collected from references, websites and manuals of

the ITC Ltd,

Tools And Techniques Of Analysis

Percentage analysis and statistical tools were used in the study. The statistical tools used for

data analysis are EXCEL SHEETS, SPSS software to evaluate the analysis into percentages

and drawing the tables and pie charts.

Location and Duration of the study

The study was conducted on consumer’s and retailer’s attitude towards Bingo! at different

areas of Sri Sai Ram Distributors, Musheerabad and Six Sigma Distributors, Malkajgiri. The

duration of the project study was 45 days.

COMPANY OVERVIEW

ITC is one of India's foremost private sector companies with a market capitalization of over

US $ 22 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 Business World 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 Agri-Exports, 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 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's 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's wholly owned Information Technology subsidiary, ITC Infotech India Ltd, provides IT

services and solutions to leading global customers. ITC Infotech has carved a niche for itself

by addressing customer challenges through innovative IT solutions.

ITC's production facilities and hotels have won numerous national and international awards

for quality, productivity, safety and environment management systems. ITC was the first

company in India to voluntarily seek a corporate governance rating.

ITC employs over 26,000 people at more than 60 locations across India. The Company

continuously endeavors to enhance its wealth generating capabilities in a globalizing

environment to consistently reward more than 3,45,000 shareholders, fulfill the aspirations of

its stakeholders and meet societal expectations. This over-arching vision of the company is

expressively captured in its corporate positioning statement: "Enduring Value. For the nation.

For the Shareholder."

HISTORY AND EVOLUTION

 ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of

India Limited. As the Company's ownership progressively Indianised, the name of the

Company was changed from Imperial Tobacco Company of India Limited to India

Tobacco Company Limited in 1970 and then 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-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care - the

full stops in the Company's name were removed effective September 18, 2001. The

Company now stands rechristened 'ITC Limited'.

The Company’s 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.

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 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 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam

Paperboards Limited, which today has become the market leader in India. Bhadrachalam

Paperboards amalgamated with the Company effective March 13, 2002 and became a

Division of the Company, Bhadrachalam Paperboards Division. In November 2002, this

division merged with the Company's Tribeni Tissues Division to form the Paperboards &

Specialty Papers Division. ITC's paperboards' technology, productivity, quality and

manufacturing processes are comparable to the best in the world. It has also made an

immense contribution to the development of Sarapaka, an economically backward area in the

state of Andhra Pradesh. It is directly involved in education, environmental protection and

community development. In 2004, ITC acquired the paperboard manufacturing facility of

BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit

allows ITC to improve customer service with reduced lead time and a wider product range.

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.

Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business

Division for export of agri-commodities. The Division is today one of India's largest

exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000

with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million

farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in August 2004

at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operatonal in the 3 states of

Madhya Pradesh, Maharashtra and Uttar Pradesh.

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 India’s largest notebook brandand

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 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 India’s 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 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-oand 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 eight 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.

ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body

care products for men and women in July 2005. Inizio, the signature range under Essenza Di

Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio

Homme) and women (Inizio Femme). 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.

ITC is a board-managed professional company, committed to creating enduring value for

the shareholder and for the nation. It has a rich organizational culture rooted in its core

values of respect for people and belief in empowerment. Its philosophy of all-round value

creation is backed by strong corporate governance policies and systems. 

 ITC’s corporate strategies are:

Create multiple drivers of growth by developing a portfolio of world class businesses

that best matches organizational 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.

Benchmark the health of each business comprehensively across the criteria of Market

Standing, Profitability and Internal Vitality.

Ensure that each of its businesses is world class and internationally competitive.

Enhance the competitive power of the portfolio through synergies derived by

blending the diverse skills and capabilities residing in ITC’s various businesses.

Create distributed leadership within the organization by nurturing talented and

focused top management teams for each of the businesses.

Continuously strengthen and refine Corporate Governance processes and systems to

catalyze the entrepreneurial energies of management by striking the golden balance

between executive freedom and the need for effective control and accountability.

CULTURE: LET’S PUT INDIA FIRST

MISSION

To enhance the wealth generating capability of the enterprise in a globalizing environment,

delivering superior and sustainable stakeholder value

VISION

Sustain ITC's position as one of India's most valuable corporations through world class

performance, creating growing value for the Indian economy and the Company’s

stakeholders

CORE VALUES

ITC's Core Values are aimed at developing a customer-focused, high-performance

organization which creates values for all its stakeholders.

PRODUCT OVERVIEW

ITC made its entry into the branded & packaged Foods business in August 2001 with the

launch of the Kitchens of India brand. A more broad-based entry has been made since June

2002 with brand launches in the Confectionery, Staples and Snack Foods segments.

The packaged foods business is an ideal avenue to leverage ITC's proven strengths in the

areas of hospitality and branded cuisine, contemporary packaging and sourcing of

agricultural commodities. ITC's world famous restaurants like the Bukhara and the Dum

Pukht, nurtured by the Company's Hotels business, demonstrate that ITC has a deep

understanding of the Indian palate and the expertise required to translate this knowledge into

delightful dining experiences for the consumer. ITC has stood for quality products for over

98 years to the Indian consumer and several of its brands are today internationally

benchmarked for quality.

The Foods business carries forward this proud tradition to deliver quality food products to the

consumer. All products of ITC's Foods business available in the market today have been

crafted based on consumer insights developed through extensive market research. Apart from

the current portfolio of products, several new and innovative products are under development

in ITC's state-of-the-art Product Development facility located at Bengaluru.

Leadership in the Foods business requires a keen understanding of the supply chain for

agricultural produce. ITC has over the last 99 years established a very close business

relationship with the farming community in India and is currently in the process of enhancing

the Indian farmer's ability to link to global markets, through the e-Choupal initiative, and

produce the quality demanded by its customers. This long-standing relationship is being

leveraged in sourcing best quality agricultural produce for ITC's Foods business.

The Foods business is today represented in 4 categories in the market. These are:

Ready To Eat Foods

Staples

Confectionery

Snack Foods

In order to assure consumers of the highest standards of food safety and hygiene, ITC is

engaged in assisting outsourced manufacturers in implementing world-class hygiene

standards through HACCP certification. The unwavering commitment to internationally

benchmarked quality standards enabled ITC to rapidly gain market standing in all its 6

brands:

Kitchens of India

Aashirvaad

Sun feast

mint-o

Candy man

Bingo!

SNAPSHOT ON ITC PRODUCT

Cigarettes

ITC is the market leader in cigarettes in India. With its wide range of invaluable brands, it

has leadership position in every segment of the market.

It's highly popular portfolio of brands includes :

Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley,

Bristol and Flake.

Life style retailing

ITC’s Lifestyle Retailing Business Division has established a nationwide retailing presence

through its Wills Lifestyle chain of exclusive specialty stores.

Some brands:

Wills lifestyle

Wills classic

John Player

Wills Sports

Foods

ITC made its entry into the branded & packaged Foods business in August 2001 with the

launch of the Kitchens of India brand. A more broad-based entry has been made since June

2002 with brand launches in the Confectionery, Staples and Snack Foods segments.

Six brands are there in ITC. They’re as follows

Kitchen of India

Aashirvaad Atta

Mint-O fresh

Candy man chocolates

Bingo! – snack food segment

Education And Stationery

ITC made its entry into the stationery business in the year 2002 with its premium range of

notebooks, followed in the year 2003 with the more popular range to augment its offering.

Today, ITC continues to blend its core capabilities to market a growing range of education

and stationery products.

Classmate Books are the market leader in this segment in India

Stationeries includes

Classmate Notebooks

Classmate Math instruments

classmate scholastic products:

HP jet Black writing pencils

Classmate writing instruments

Paperkraft – premium business papers

Hotels

ITC Welcomgroup, India’s premier chain of luxury hotels was launched on October 18,

1975, with the opening of its first hotel - Chola Sheraton in Chennai. Since then the ITC-

Welcomgroup brand has become synonymous with Indian hospitality. With over 100 hotels

in more than 80 destinations, ITC-Welcomgroup has set new standards of excellence in the

hotel industry in Accommodation, Cuisine, Environment and Guest Safety.

A leader in the premium hospitality segment, ITC-Welcomgroup Hotels have had the

privilege of hosting world leaders, Heads of State and discerning guests from across the

world and within.

Personal Care

ITC’s Personal care portfolio brings world—class products with clearly differentiated

benefits to quality—seeking consumers.

Personal care products like—

Essenza Di wills

Fiama Di wills

Vivel Di wills

Superia

E-choupal

The ITC e-choupal initiative represents a telling example of linking business purpose with a

large purpose societal purpose. Its aim is to leverage the power of internet to empower

humble farmer with a host of related services like best farming practices, accurate weather

information and transparent discovery of prices.

Others

Mangaldeep incentive sticks

Safety matches

Hyper market- Choupal

SWOT ANALYSIS OF ITC

Strengths

Brand

Management

Weakness

Unrelated diversification

Opportunity

Rural Market

E – choupal

Threats

Increasing tax in Cigarettes

Health hazard

ITC’S MARKETING STRATEGIES

They have a DIFFERANTIAL MARKETING STRATEGY type.

Always use their existing channels.

Utilizing nominal resources related with the brand

Eg:- e-Choupal, Mangaldeep,

Brand Ambassador are selected according to the brands and mostly are YOUTH

ICONS

They emphasize on going with the FLOW and making their Followers .

COMPETITORS OF ITC

Golden Tobacco Limited

Godfrey Philips India Ltd.

VST Industries Ltd.

RTCL Ltd.

Hindustan Unilever Ltd.

Marico

DIVISIONS IN BRANCHES

Figure 1: BRANCH DIVISION HIERARCHY OF ITC

ITC Company has many branches and contains a chain for every branch. The branch

manager is the key for that branch who looks after all the areas which belongs to the

company. Next to the branch manager the immediate followers are the assistant managers of

various fields like cigarettes, grocery, finance, modern trade, logistic executive etc. Each

field has its own chain.

Assistant manager for CFC looks after the cigarettes sales and its distribution. In this their

come 4 types of area managers like area manager for city1, area manager for city2, area

manager for SP&L and area manager for HORECA. For each for the area managers their will

be some number of area executives who looks and controls the distribution and sales of the

particular areas which he was assigned to. The next assistant manager is for GFC contains

two different grocery regions GR1 and GR2 in which each contains their own area managers

and area executives. Apart from this the GFC contains another chain of GR3 which has two

area managers and loyalty program manager(LP). This LP will look after the loyalty

customers and will supply all the products of the company and given highest priority in

maintaining good relation. Each of these area managers has their own area executives (AE).

In modern trade there will be three area managers, two area managers looks the main

accounts carried by different companies related to the company. And the other area manager

will look after merchandising. The finance manager will look after the operation team and

the administration staff of the branch. The logistic executive will take care of the stocks. The

duty is to distribute the stock from the warehouse to the distribution points. Under the logistic

executive there are two area executives who controls the distribution points and examines

every warehouse for regular transfer of stock to all the distribution points.

INDUSTRY OVERVIEW

What’s mean by FMCG?

We regularly talk about things like butter, potato chips, toothpastes, razors, household care

products, packaged food and beverages, etc. But do we know under which category these

things come? They are called FMCGs. FMCG is an acronym for Fast Moving Consumer

Goods, which refer to things that we buy from local supermarkets on daily basis, the things

that have high turnover and are relatively cheaper.

FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs.

60,000 crores. FMCG sector generates 5% of total factory employment in the country and is

creating employment for three million people, especially in small towns and rural India.

A major portion of the monthly budget of each household is reserved for FMCG products.

The volume of money circulated in the economy against FMCG products is very high, as

the number of products the consumer use is very high. Competition in the FMCG

sector is very high resulting in high pressure on margins.

FMCG companies maintain intense distribution network. Companies spend a large portion

of their budget on maintaining distribution networks. New entrants who wish to bring their

products in the national level need to invest huge sums of money on promoting brands.

Manufacturing can be outsourced. A recent phenomenon in the sector was entry of

multinationals and cheaper imports. Also the market is more pressurized with presence of

local players in rural areas and state brands

FMCG Products and Categories 

Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);

Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products;

Household care fabric wash including laundry soaps and synthetic

detergents; household cleaners, such as dish/utensil cleaners, floor cleaners, toilet

cleaners, air fresheners, insecticides and mosquito repellents, metal polish and

furniture polish.

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry

primarily deals with the production, distribution and marketing of consumer packaged goods.

The Fast moving consume goods are that consumables which are normally consumed by the

consumers at a regular interval. Some of the prime activities of FMC industry are selling

marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain,

production and general management.

Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is described as

a small quantity of food eaten between meals or in place of a meal. Snack food generally

comprises bakery products, ready-to-eat mixes, chips, Namkeen and other light processed

foods According to the ministry of food processing, the snack food industry is worth Rs 100

billion in value and over 4,00,000 tones in terms of volume.

Though very large and diverse, the snacks industry is dominated by the unorganized sector.

According to an Apeda survey almost 1,000 snack items and 300 types of savories are sold

across India. The branded snacks are sold at least 25% higher than the unbranded products.

Savory snacks have been a part of Indian food habit, since almost ages. Though there is no

particular time for snacks, normally they are consumed at teatime. The variety is almost

mind-boggling with specialties from all regions, which have gained national acceptance.

The industry has been growing around 10% for the last three years, while the branded

segment is growing around 25% per annum to stand at Rs 5,000-Rs 5,500 crore, due to

various reasons like Multiplex culture, snacking at home while watching TV, pubs and bars

(where they are served free). AC Nielsen's retail audit shows that the large sales volumes are

due to a marked preference for ethnic foods, regional bias towards indigenous snacks and

good value-for-money perception. Of course the branded segment is much smaller at Rs

2,200 crore, which is what makes it so attractive to food Companies that are looking at

bigger shares. In the branded snacks market, to get down to basics, Frito Lay commands a

share of 45%, followed by Haldiram’s at 27% and ITC at 16%. The rest is divided between

a handful of new entrants, wannabes and many regional players.

Of the wide range of snacks available, potato chips constitute a sizeable segment of the

Indian snack food industry, according to India Infoline. The potato chip market is generally

an unorganized industry. Nearly all potato chip snack products are manufactured and sold

locally. There is also no uniform standard for packaging, as there is in Europe, the United

States and other more developed regions. Many snack foods are sold loose or packaged in

poly-pouches, which may only be folded, or in some cases, stapled closed. As the Indian

economy continues to grow, and production standards improve, many snack food companies

are making significant investments into plant equipment and packaging machinery.

Pepsi Foods Ltd., now known as Frito-Lay India Ltd., produces India's largest snack food

manufacturers brands, including Ruffles, Hostess, Cheetos and Uncle Chips. Frito Lay's story

is an example of how American recipes were adjusted to satisfy local tastes. Procter &

Gamble's Pringles brand of potato crisp was launched in Delhi in 1999. Pringles is also a

baked potato crisp, unlike many other potato based Indian snack foods that are fried. P&G

currently imports the Pringles product and therefore the product has been priced at a

premium and is marketed to a micro-niche.

FMCG INDUSTRY ECONOMY

FMCG industry provides a wide range of consumables and accordingly the amount of

money circulated against FMCG products is also very high. The competition among

FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is

also increasing, specifically in India, where FMCG industry is regarded as the fourth largest

sector with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow

60% by 2010. FMCG industry is regarded as the largest sector in New Zealand which

accounts for 5% of Gross Domestic Product (GDP).

LITERATURE REVIEW

Consumer

An individual who buys products or services for personal use and not for manufacture or

resale. A consumer is someone who can make the decision whether or not to purchase an

item at the store, and someone who can be influenced by marketing and advertisements.

Since this includes just about everyone, the term is a political term as much as an economic

term when it is used in everyday speech. Typically when businesspeople and economists

talk of "consumers" they are talking about person-as-consumer, an aggregated commodity

item with little individuality other than that expressed in the buy/not buy decision. However

there is a trend in marketing to individualize the concept. Instead of generating

broad demographic and psychographic profiles of market segments, marketers are engaging

inpersonalized marketing, permission marketing, and mass customization.

Consumer preference The way in which consumers in a free market choose to divide their

total expenditure in purchasing goods and services. Using a limited number of assumptions,

an individual's preferences can be built up into a utility.

Preferences of a consumer:

Consumer preference is mainly based on his/her requirement and availability of his/her

required once. It is different from product to product preference of consumer mainly

includes Price, Taste, Quality and Quantity and Brand name.

Preferences can changes from time-to-time, place-to-place and product-to-product.

For examples, if he/she wants to purchase a consumer durables such as air condition, he/she

first look at the cost/price of the product, then its features followed by services and lastly

warranty for that product.

Likewise in snack food industry, consumer mainly look upon their taste and price. So,

taking consumer preferences into consideration company should design the product as per

consumer preferences.

PRODUCT PROFILE

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 snack market within five yrs.

The launch is symbolic of ITC Foods' distinct approach of introducing innovative and

differentiated products in a largely undifferentiated market place. Bingo’s launch was

strategically timed around the World Cup. The idea was to get the consumer to take that first

bite.

This was an extremely ambitious target according to observers as the market was dominated

by the Frito Lay group (owned by Pepsi Co) with a slew of brands like Lays, Kurkure and

Uncle Chips holding 50 per cent of the market share. The other was the Haldiram group with

25 percent of the market share. Bingo’s 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 flavors that are fast becoming popular.

Bingo used combination of leveraging synergies, building on consumer insights and high

decibel advertising can win the game. The company leveraged its existing distribution

network and relationship established with farmers. Its earlier foray into categories like atta

and biscuits had already given it access to the supply chain.

Before the Launch

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.

The team found that while vada pavs and samosas still sell vada pav with cheese and paneer-

filled samosas, or for that matter, tomato-flavored khakra were the ones that excited the

Indian consumer. Based on this information, the company decided to look at chips with

innovative flavors.

Taste: For the recipes, the company went to the chefs in its hotels. The chefs came up with

16 flavors with innovative twists like bindaas masti chaas, chatkila nimbu achar and tandoori

paneer tikka-flavoured potato chips, chilli and tomato-flavored mad angles — inspired by

khakras — and other snacks.

The organized snacks category is subdivided into the Traditional segment (Bhujia,Chana etc)

dominated by Haldiram. The second category is the Western segment (potato chips,cheese

balls,puffs etc) and the Finger snacks segment which is an adaptation of traditional snacks to

the western format. The latter two categories are dominated by the Frito Lay group. ITC has

launched an aggressive marketing campaign to gain entry into and capture a sizeable market

share in the extremely competitive world of snack foods.

Bingo’s success in the market is backed by ITC’s strong distribution network, which allows

it to stock its products in shops that previously did not sell snack food. Additionally, ITC

Foods provides shopkeepers with plastic molded shelves that allow local vendors a

convenient way to stock their product, and the company benefits by increased visibility for

its brand.

The packaging is very attractive with dominant variant color, crimp border colors and a

pictorial view of the flavor. This property of flavor depiction is very informative for

consumers and a layman can also associate with it. Bingo has a unique musical sound that is

loved by everyone. It is one of the properties that are remembered by everyone and it is used

to recall the brand by every age group.

NO CONFUSION

GREAT COMBINATION

The launch of Bingo! marked ITC's foray into the fast growing branded snack foods

segment. Bingo’s 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

flavors that are fast becoming popular.

The Potato Chips offerings comprise the ever-popular Salted, Masala and Tomato flavors,

as well as some innovative variants inspired by the snacking habits of different parts of the

country like Chatkila Nimbu Achaar.

Bingo! – International Cream & Onion is the brand’s 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 Finger Snacks segment, the innovative 'khakra inspired' Mad Angles has become an

instant hit among consumers and is available in 3 flavors - 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.

Major Strategies Adopted by ITC for Bingo

1 Product - Assortment of flavors and eye catchy packaging.

2. Price - Pricing Strategy

3. Place - Widespread availability at big and small retailers across the country.

4. Promotions - T.V. Advertisements

1. Product

Bingo! positioned itself with its Indian flavors such as Tandoori Paneer, Tikka, Spice Paneer

etc. For the South Indian market, Bingo! had flavors such as Chatkila Nimbu Achaar, Achari

Masti etc. The segmentation was mainly done on basis of the age of the people. The primary

target for Bingo is 18-30 year old people, who are willing to try out new flavors more easily

than the small kids.

The initial offerings from Bingo include an array of products in both Potato Chips & Finger

Snacks segment. The Potato Chips offerings comprise of four innovative variants inspired by

the snacking habits of different parts of the country as well as Masala, Salted and Tomato

flavors. Additionally a dairy option has also been introduced under the potato chips offering.

The offerings under the Finger Snacks segment are equally unique presentations with

innovative finger foods like the pakoda inspired Live Wires, Khakra inspired Mad Angles

and the specially developed time pass snack in the form of Tedhe Medhe. Each offering

under this segment is available in two variants making it a total of 6 products in the Finger

Snacks portfolio. 

Packaging- ITC has done the packaging such that the product attracts the buyer. Apart from it

has also launched packs with different quantity keeping in mind the specific consumer

demand.

2. Price

When ITC launched Bingo, its main challenge was to compete with the players who were

already there. To overcome this challenge, ITC realized that they have to offer products at a

price which is either equal or less than what the competitors are offering. To do this, they

planned to capitalize by leveraging the strength of the group’s other businesses. ITC’s

printing and packaging business provided high-quality, cost-effective, and innovative

packaging. ITC also enjoyed cost advantages over its competitors owing to its electronic

procurement system called e-Choupal. This helped ITC to compete with the best.

Initial pricing of ITC bingo is a direct frontal attack on Frito Lays with pricing of Rs 5, 10

and 20. Now Frito Lays has launched small packs of Rs 3 each. It needs to be seen whether

ITC can leverage upon its huge distribution network to counter this.

3. Place

ITC has adopted a Market Challenger strategy with the launch of Bingo! and has chosen a

combination of flank and frontal attack against the market leader Frito Lay’s. The Company

has 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-Lays introduced

its own version of wafer racks. Within six months of the launch, Bingo was available in more

than 2,50,000 retailers across the country. 

ITC has made a strategic alliance with Future group according to which all retail stores of

Future group like Food Bazaar, Big Bazaar, and Kishore Biyani’s Fair Price etc will stock

only ITC’s Bingo. HORECA (hotels, restaurants and cafes), entire cigarette distribution

network including betel shops are being used to distribute the product to a wide range of

consumers. Initially Bingo sponsored many Bingo Remix nights in various clubs as well.

4. Promotion

T.V. AD Campaign: Bingo’s launch was strategically timed around the World Cup to cash in

on the tremendous popularity that such leisure and cocktail snacks would find among cricket

lovers in the country. The idea was to get the consumer to take that first bite. Not only the

flavours but also the advertising was supposed to have an Indian touch. Within a month of

the launch of the initial advertisements, 70% of the viewers could recall the brand thus

capturing a share of the mind of the consumers. Brand recall along with 16 flavors in three

SKUs helped ITC to capture 16% of market share in just 18 months.

The advertising strategy used humour to sell Bingo. Bingo!’s advertising follows the AIDA

model (Attention, Interest, Desire, Action). The clutter-breaking ads with their slapstick

humour and irrelevant themes garnered enough eyeballs to create awareness of the product

and generate an interest towards the product in the minds of consumers. The ads are simply

insane & nonsensical to the point of being bizarre & utter crap. And that is why they are so

funny. This resulted in high product trials.

What’s interesting is the fact that Lays uses a brand ambassador approach with the celebrities

having mass appeal such as Saif Ali Khan, Juhi Chawla & M S Dhoni whereas Bingo has

managed to do well without one. It still doesn't have an ambassador.

Bingo! Mad Angles Twister is a crazy application with which can turn the status messages

upside down on facebook which can make the users and viewers go crazy trying to figure out

your secret of that twisted message. So this was another kind of strategy being used for

promotional purposes apart from advertisements, ringtones and videos promoting the same.

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.

According to industry estimates, ITC spent close to Rs 100 crore on marketing.

Bingo has managed to do a dent in Lays market share. Is the fact that ITC spend close to 3

years researching, finding and analyzing the Finger snack segment to come up with its own

indigenous variety responsible for Bingo's success The 'insanity' in Bingo's promotion is a

carefully knitted strategy that was instrumental in Bingo's instant success. Marketing Guru's

call it "Disruptive Advertisement" This is one those cases where advertisement/promotion

has been the biggest factor in the success of a brand. The fact that ITC has a well established

distribution network has also helped it increase consumer interaction points.

The adverts which were full of humor, cheesy & non-sense jokes, and relevancy with the

brand helped in establishing the brand Bingo. While I agree the theme of the adverts were

irrelevant from the product point of view, they were relevant and totally associated with the

brand image (which was also present in its tagline - No confusion, only great combinations).

With the help of all the above strategies, ITC finally tasted success in Bingo in 2008 when it

became a profitable business for the first time since its launch in 2007.

Trade Promotion

Trade promotion is one which is done from the distribution point to the customers (retailers),

like giving schemes and providing some cash discount for the stock they order. Schemes are

provided by the company to the customers in the form of additional benefits to improve the

sales. The company maintains customer relationship management like taking the old stock

(D&D) from the customers and exchanging and replacing the stock.

Consumer Promotion

Consumer promotion is one which is beneficial to the end customer those who consumes the

goods. It gives additional benefit to what they pay. For example, Bingo! at times giving 25%

Free on the product to improve the sales which is beneficial to the end customer who is

paying for the product and getting 25% extra on what he is not paying.

Major Hurdles faced by Bingo

Brand Loyalty of Lays customer is posing threat to Bingo

Stagnant Market Share

Unawareness of the variety of flavors introduced by Bingo

Threats of local players

Main Competitors

Frito-Lay

Lays

Kurkure

Uncle Chipps

Cheetos

Haldiram

Regional Players like Balaji

Figure 2: DISTRIBUTION NETWORK OF BINGO!

The distribution network of Bingo! is from factory to end consumers. From factories the

product are distributed to warehouse and from the warehouse the stock is supplied to the

wholesale distributors. This wholesale distributors will supply the stock to the retailers i.e.,

the commercial outlets and also to the secondary wholesalers. From those the product is

consumed by the end consumers.

SWOT ANALYSIS OF BINGO!

ITC, the brand owner of Bingo, and various other brands, primarily the Tobacco industry, is

strong enough to compete with global players. This as an added advantage can prove ITC to

be an Indian Multinational company though. The diversified presence in various industries

viz., Tobacco, Stationeries, food processing etc makes the base of the company stronger, and

this invariably adds as a biggest strength to the BINGO brand. Moreover the distribution

centers of this age old company is available with experience that can easily absorb the

current trend in the market and the taste of the customer can be annotated without much

negotiation. The strengths of the Brand is readily overshadowing the weaknesses, so does the

opportunities to threats. But, the company should not conclude on this cold base to enjoy the

benefits in the hand, rather a focus on the minor weaknesses and threats should lead to a path

that paves way for the possibilities of being a brand leader, overcoming stiff competitions

from Multinationals like FritoLays and Pringles, National competitors and the local products.

STRENGTHS:

Availability of Raw materials

Availability of Manufacturing facilities

Domestic markets

Urbanization

Catering the market distribution

WEAKNESSES:

Insufficient infrastructure

In-prominence in quality control, unable to meet the international standards

High working capital

Lack in innovation on variants

Large number of intermediaries thus causing a slog in distribution

OPPORTUNITIES:

Change in consumer patterns

Rise in income level of customers

Change in lifestyle and demographies

Opening of new international markets

Integration of new technologies

THREATS:

Prevalence of cultural taste brands

High taxation

Inventory cost

Stiff competition with regional players

Close competing Multinational brands

SEGMENTATION OF BINGO!

In general segmentation of the product is mainly based on Demographic, geographic,

psychographic and taste.

Demographic segmentation: It is for all age group of people. It includes children,

students, youngsters, employees and old-age people.

Geographic segmentation: it is all parts of the people in the country. There is no

restriction for this product. One can find it at all parts of the country

Psychographic segmentation: it is classified mainly based on the attitudes and

preference of the people.

It is for the people like-

Conservatives, reserved and shy people

Out-going, fun loving, bindaas people

Taste: One can able to find any kind of variants with variation in the taste. Everyone

can eat this snack foods

Premium salted: salt food eating people

Juicy tomato ketchep: juicy lovers

Spicy masala remix and Fiery red chilli: spicy food eating people

International cream and onion: chease loving people

Namkeems: finger snacks liking people

TARGETING:

Bingo! mainly target the age groups of between 20-30 years demographically

Fun-loving, outgoing people and bindaas people(psycho graphically)

For Indian geography and taste:

North: Premium salted

South: Spicy masala remix

East: Red chilli

West: International cream and onion and juicy tomato ketchep

POSITIONING:

Bingo! is positioned as a youthful and innovative snack, offering the consumers with choice

in terms of both formats and flavors including Local tastes.

MARKET SHARE:

Market share of ITC`s brand BINGO! is improving day-to-day. Presently in snack foods the

brand of ITC`s BINGO! occupying market share about 16%. The other players like haldirams

and other local players occupies the remaining area.

Data Analysis

And

Interpretation

DATA ANALYSIS ON RETAILERS PREFERENCES TOWARDS BINGO

1. How you know about Bingo!

OPTIONS Response of Respondents Percentage AnalysisCompany Salesperson

39 52.0

Public talk 11 14.7Advertising 24 32.0Others 1 1.3Total 75 100.0

Table 1: KNOWING ABOUT BINGO THOUGH VARIOUS AREAS

Company Sales-person

Public talk Advertising Others0%

10%

20%

30%

40%

50%

60%

52.00%

14.67%

32.00%

1.33%

How you Know about Bingo!

Percentages

Figure 3: KNOWING ABOUT BINGO IN PERCENTAGES

Interpretation:

The above table shows that 52% of the respondents know about Bingo! through their

company sales person, whereas 14.67%, 32%, 1.33% of the respondents know about Bingo!

through public talk, advertising and others respectively.

Majority (69.33%) of the respondents know about Bingo! through company salesperson who

are able to promote their products in the market effectively.

2. Usually how many times you order for Bingo! in a month

Options Response of Respondents Percentage AnalysisOnce 12 16.0Twice 31 41.3Thrice 30 40.0Four and above

2 2.7

Total 75 100.0

Table 2: ORDERING OF BINGO IN AN MONTH

Once Twice Thrice Four and above0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

16.00%

41.33% 40.00%

2.67%

How Many Times you Order for Bingo! in a Month

Percentages

Figure 4: ORDERING OF BINGO IN A MONTH IN PERCENTAGES

Interpretation:

From the above table it is clear that 16% of the respondents order for Bingo! only once in a

month, 41.33% of the respondents order twice in a month. Whereas 40% and 2.67% of the

respondents order for Bingo! thrice and more than four times respectively.

Majority 41.33% of the respondents are ordering for Bingo! twice in a month for their outlet.

3. Average sales turnover from your outlet.

Options Response of Respondents Percentage AnalysisBelow 500 5 6.7

500-1500 18 24.0 1500-3000 27 36.0 3000-5000 20 26.7 Above 5000 5 6.7 Total 75 100.0

Table 3: SALES TURNOVER OF OUTLET

Below 500 500-1500 1500-3000 3000-5000 Above 50000.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

7%

24%

36%

27%

7%

Average Sales Turnover from each outlet

sales turnover

Figure 5:SALES TURNOVER OF OUTLET IN PERCENTAGES

Interpretation:

On being asked the average sales turnover from each outlet, 36% of the respondents are

selling from a range of 1500-3000Rs and only 6.67% are selling above 5000Rs. Whereas

6.67%,24% and 26.67% of the respondents had their average sales turnover of below 500Rs,

500-1500Rs and 3000-5000Rs of the range respectively.

Majority 36% of the outlets had their average sales turnover of Rs.1500-3000.

4. Average number of consumers visiting for Bingo! daily to your outlet

Options Response of Respondents Percentage AnalysisBelow 5 7 9.3

5-10 17 22.7 10-15 41 54.7 Above 15 10 13.3 Total 75 100.0

Table 4: AVERAGE NUMBER OF CONSUMER VISITING FOR BINGO

Below 5 5-10 10-15 Above 150.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

9.33%

22.67%

54.67%

13.33%

Average number of consumers visiting outlet daily for Bingo!

No. of Consumers

Figure 6: AVERAGE NUMBER OF CONSUMERS VISITING FOR BINGO IN PERCENTAGES

Interpretation:

From the above it is clear that 54.67% of the respondents are saying that their commercial

outlet is being visited with 10-15 customers daily. Whereas 9.33%, 22.67%, 13.33% of the

respondents have below 5, 5-10, above 15 customers visiting their outlet.

Majority of the retailers are having good response from the customers in getting Bingo! from

their commercial outlet.

5. Which variants you would like to sell mostly

Options Response of Respondents Percentage AnalysisPotato chips 41 54.7

Mad Angles 18 24.0 Hatke Jhatke 3 4.0 Focus variants(Tedhe

Medhe)2 2.7

All the above 11 14.7 Total 75 100.0

Table 5: VARIANTS LIKE TO SELL MOSTLY

Variants

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

54.67%

24%

4%

2.67%

14.67%

Variants sold most in retail outlets

All the aboveFocus variants(Tedhe Medhe)Hatke JhatkeMad AnglesPotato chips

Figure 7: VARIANTS LIKE TO SELL MOSTLY IN PERCENTAGES

Interpretation:

On questioning the retailer about the variants sold most in the outlet, 14.67% of the

respondents are showing interest in selling all the variants, but 4% of the respondents wants

to sell hatke jhatke. Whereas, 54.67%, 24%, 2.67% of the respondents wants to sell potato

chips, mad angles, focus variants respectively.

6. Your satisfaction level with the with reference to following products of ITC`s

Bingo!

Variant Name Very satisfied

Satisfied Neutral Dissatisfied Very Dissatisfied

Premium salted 76 18.6 0 2.7 2.7

Red Chilli Bijili 60 30.6 4 2.7 2.7

Spicy Masala Remix 62.7 25.3 6.7 5.3 0

Fiery Red Tomato 46.7 44 4 4 1.3

Juicy Tomato Ketchup 54.7 38.7 4 1.3 1.3

International cream onion

34.7 52 9.3 1.3 2.7

Mad Angles Chilli Dhamaka

37.3 30.7 16 13.3 2.7

Mad Angles Tomato Mischeif

41.3 30.7 13.3 14.7 0

Mad Angles Achari Masti

34.7 29.3 13.4 21.3 1.3

Hatke Jhatke Funky Masala

20 28 22.7 24 5.3

Hatke Jhatke Tomato Twist

18.7 21.3 26.7 25.3 8

Focus Variant(Tedhe Medhe)

12 26.7 42.7 9.3 9.3

Table 6: SATISFACTION LEVEL ON DIFFERENT VARIANTS OF BINGO IN PERCENTAGES

Very sa

tisfied

Satisfi

ed

Neutr

al

Dissati

sfied

Very D

issati

sfied0

10

20

30

40

50

60

70

80 76

18.6

0 2.7 2.7

60

30.6

4 2.7 2.7

62.7

25.3

6.7 5.30

46.7 44

4 4 1.3

54.7

38.7

4 1.3 1.3

34.7

52

9.3

1.3 2.7

37.330.7

16 13.3

2.7

41.3

30.7

13.3 14.7

0

34.729.3

13.4

21.3

1.3

20

2822.7 24

5.3

18.7 21.326.7 25.3

812

26.7

42.7

9.3 9.3

Premium saltedRed Chilli BijiliSpicy Masala RemixFiery Red TomatoJuicy Tomato KetchupInternational cream onionMad Angles Chilli DhamakaMad Angles Tomato MischeifMad Angles Achari MastiHatke Jhatke Funky MasalaHatke Jhatke Tomato Twist Focus Variant(Tedhe Medhe)

Figure 8: SATISFACTION LEVEL OF DIFFERENT VARIANTS IN BINGO

Interpretation:

From the above table which shows all the variants satisfaction levels majority of the

respondents about are satisfied with the potato chips variants. 76% of the respondents are

fully satisfied with Premium salted. 62.70% of the respondents are fully satisfied with Spicy

Masala Remix. 54.7% of the respondents are fully satisfied with juicy tomato ketchup.

7. How frequently salesperson visit your outlet

Options Response of Respondents Percentage AnalysisOnce in a week 57 76.0

Once in fortnight 12 16.0 Once in a month 5 6.7 Not at all 1 1.3 Total 75 100.0

Table 7: FREQUENT VISIT OF SALES PERSON

Once in a week

Once in fortnight

Once in a month

Not at all0%

10%

20%

30%

40%

50%

60%

70%

80% 76%

16%

7%1%

Salesperson Visit in Percentages

Salesperson Visit in Percentages

Figure 9: FREQUENT VISIT OF SALESPERSON IN PERCENTAGES

Interpretation:

Questioning How frequently salesperson visit their outlet, 76% of the respondents says that

salesperson is visiting once in a week in their allotted day. Only 16%, 6.67% and 1.33% of

the respondents replies that they are visiting once in fortnight, once in a month and not at all.

8. Are you satisfied with your salesperson service

Options Response of Respondents Percentage AnalysisYes 71 94.7

No 4 5.3 Total 75 100.0

Table 8: SATISFACTION LEVEL OF SALESPERSON SERVICE

94.67%

5.33%

Satisfaction Level with Salesperson to Retailer

Yes

No

Figure 10:SATISFACTION LEVEL OF SALESPERSON SERVICE IN PERCENTAGES

Interpretation:

On being asked about the satisfaction level with the salesperson 94.67% of the respondents

are satisfied with the salesperson and only 5.33% of the respondents says that they are not

satisfied.

9. How much time it will take for delivery after you place an order

Options Response of Respondents Percentage AnalysisWithin one day 40 53.3

2 to 5 days 34 45.3 5 and above 1 1.3 Total 75 100.0

Table 9: DELIVERY TIME AFTER PLACING ORDER

Within one day

2 to 5 days

5 and above

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

53.33%

45.33%

1.33%

Time taken to deliver the stock after placing order

Delivery Time of Ordered Stock

Figure 11: DELIVERY TIME AFTER TAKING ORDER IN PERCENTAGES

Interpretation:

From the above table about the delivery time of stock after placing order, 53.33% of the

respondents says that the stock is delivered within one day. Only 45.33% and 1.33% of the

respondents says that the stock is delivered in 2 to 5 days and 5 above days respectively.

10. Rate the following salesperson service on 5 scale.(1 being most influential and 5

the least)

Influential Nice BetterBelow Average Least

D&D Service46.70% 2.70% 9.30% 20% 21.30%

Delivery of Stock28% 22.70% 26.60% 12% 10.70%

Stock rotation within outlet18.70% 20% 28% 24% 9.30%

Scheme implementation30.70% 28% 13.30% 16% 12%

POP46.70% 14.70% 9.30% 5.30% 24%

Table 10: RATINGS OF SALESPERSON SERVICES

Influential Nice Better Below Average Least

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00% 46.70%

2.70%

9.30%

20.00% 21.30%

28.00%

22.70%26.60%

12.00%10.70%

19% 20%

28%

24%

9%

31%28%

13% 16%

12%

46.70%

14.70%

9.30%

5.30%

24.00%

D&D ServiceDelivery of StockStock rotation within outletScheme implementationPOP

Figure 12: RATINGS OF SALESPERSON SERVICE IN PERCENTAGES

Interpretation:

Rating the services of the salesperson, 46.70% of the respondents says D&D service is

influential, 2.70% of the respondents says the delivery of stock is influential whereas 9.30%,

20% and 21.30% of the respondents says stock rotation within outlet, scheme implementation

and POP is influential and should be concentrated more.

11. Are you satisfied with the price provided to you from the company

Options Response of Respondents Percentage AnalysisYes 73 97.3

No 2 2.7 Total 75 100.0

Table 11: SATISFACTION LEVEL WITH PRICE OF BINGO

97.33%

2.67%

Satisfaction Level of Price on Bingo to Retailer

Yes

No

Figure 13: SATISFACTION LEVEL OF PRICE ON BINGO IN PERCENTAGES

Interpretation:

On being asked the satisfaction level of price on Bingo! 97.33% of the respondents are

satisfied with the price provided to them and only 2.67% of the respondents says that they are

not satisfied with the price provided.

12. Is there any discount provided to you for buying certain amount of stock

Options Response of Respondents Percentage AnalysisYes 71 94.7No 4 5.3

Total 75 100.0

Table 12: ANY DISCOUNT PROVIDED TO THE RETAILER

94.67%

5.33%

Is there any discount provided by the company

YESNO

Figure 14: ANY DISCOUNT PROVIDED TO THE RETAILER IN PERCENTAGES

Interpretation:

From the above table its shows, 94.67% of the respondents says that they get discount from

the company and 5.33% of the respondents says that they are not getting discount from the

company.

13. How much discount are you getting from the company

Options Response of Respondents Percentage Analysis0-2% 3 4.0

3% 17 22.7 4% 54 72.0 Above 5% 1 1.3 Total 75 100.0

Table 13: DISCOUNT PERCENTAGES OFFERED

0-2% 3% 4% Above 5%0%

10%

20%

30%

40%

50%

60%

70%

80%

4.00%

22.67%

72.00%

1.33%

Discount Provided by Company to Retailer

Discount Provided

Figure 15: DISCOUNT PERCENTAGES OFFERED IN PERCENTAGES

Interpretation:

On being asked percentage of discount provided, 72% of the respondents says that they get

4% discount. Whereas 4%, 22.67% and 1.33% of the respondents says that they get 0-2%,

3% and above 5% of discount respectively.

14. Is company providing any promotional activities to increase sales in your outlet

Options Response of Respondents Percentage AnalysisYes 65 86.7

No 10 13.3 Total 75 100.0

Table 14: PROVIDING PROMOTIONAL ACTIVITIES

86.67%

13.33%

Were Promotional activities provided by Company

Yes No

Figure 16: PROVIDING PROMOTIONAL ACTIVITIES IN PERCENTAGES

Interpretation:

From the above table 86.67% of the respondents says that they are provided promotional

activities to increase their sales, whereas 13.33% says they are not getting any such activities

to increase the sales.

15. Bingo! schemes are attractive…........justify this

Options Response of Respondents Percentage AnalysisFully agree 26 34.7

Agree 36 48.0 Neutral 8 10.7 Disagree 5 6.7 Total 75 100.0

Table 15: BINGO SCHEMES ARE ATTRACTIVE

Fully agree Agree Neutral Disagree0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

35%

48%

11%7%

Bingo! Schemes are Attractive

Satisfaction on Bingo! schemes

Figure 17: BINGO SCHEMES ARE ATTRACTIVE PERCENTAGES

Interpretation:

On being asked about Bingo schemes are attractive. 48% of the respondents says that they

agree with that and 34.67% of the respondents says that they fully agree with the statement.

Whereas 10.67% and 6.67% of the respondents says they are neutral, disagree with the

statement.

16. Which is the perfect competitor to Bingo

Options Response of Respondents Percentage AnalysisLays 50 66.7

Haldirams 21 28.0 Other….local

players4 5.3

Total 75 100.0

Table 16: PERFECT COMPETITOR FOR BINGO

Lays

Haldirams

Other....local players

0.00% 10.00%20.00%30.00%40.00%50.00%60.00%70.00%

67%

28%

5%

Perfect Competitor for Bingo!

Competitor for Bingo!

Figure 18: PERFECT COMPETITOR FOR BINGO IN PERCENTAGES

Interpretation:

On being asked about the perfect competitor for Bingo!, 66.67% of the respondents says that

the perfect competitor for Bingo! is Lays. Whereas 28% and 5.33% of the respondents says

that the perfect competitor for Bingo! are Haldiram’s and other local players respectively.

17. Is others services are faster than Bingo

Options Response of Respondents Percentage AnalysisYes 62 82.7

No 13 17.3 Total 75 100.0

Table 17: SATISFACTION LEVEL OTHER SERVICES FASTER THAN BINGO

82.67%

17.33%

Are Other Services Faster

Yes No

Figure 19: SATISFACTION LEVEL OTHER SERVICES FASTER THAN BINGO IN PERCENTAGES

Interpretation:

On questioning the retailer about the service of other companies are faster, 82.67% of the

respondents says YES and 17.33% of the respondents says NO.

18. Is there any new schemes provided by the other companies

Options Response of Respondents Percentage AnalysisYes 64 85.3

No 11 14.7 Total 75 100.0

Table 18: NEW SCHEMES PROVIDED BY OTHER COMPANIES SATISFACTION LEVEL

85.33%

14.67%

Are Schemes Provided by Other Companies

Yes No

Figure 20 NEW SCHEMES PROVIDED BY OTHER COMPANIES SATISFACTION LEVEL IN PERCENTAGES

Interpretation:

From the above table it is clear that only 85.33% of the respondents says that schemes are

provided by other companies and 14.67% of the respondents says that they are not getting

any schemes from other companies.

19. How fast will be their services compared to Bingo

Options Response of Respondents Percentage AnalysisExcellent 20 26.7

Good 40 53.3 Average 13 17.3 Worse 2 2.7 Total 75 100.0

Table 19: SATISFACTION LEVEL ON THE SERVICES OF OTHER COMPANIES

Excellent Good Average Worse0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

26.67%

53.33%

17.33%

2.67%

Satisfaction level on Competitor Services

Satisfaction level on Competitor Services

Figure 21: SATISFACTION LEVEL ON THE SERVICES OF OTHER COMPANIES

Interpretation:

On being asked about the satisfaction level on competitor services, 53.33% and 26.67% of

the respondents says that their services are good and excellent respectively. Whereas 17.33%

and 2.67% of the respondents says that they are average and worse respectively.

20. How active other companies are in offering schemes

Options Response of Respondents Percentage AnalysisRegularly 39 52.0

Rare 30 40.0 Not at all 6 8.0 Total 75 100.0

Table 20: OTHER COMPANIES OFFERING SCHEMS

Regularly Rare Not at all0%

10%

20%

30%

40%

50%

60%

52%

40%

8%

How Other Companies are active in Offering Schemes

Competitor Offering Schemes

Figure 22: OTHER COMPANIES OFFERING SCHEMS

Interpretation:

From the above table it is clear that 52% of the respondents says competitor offers schemes

regularly. Whereas 40% and 8% of the respondents says that they are rarely providing and

not at all providing the schemes respectively.

1. Which type of snack foods you’d like to eat/consume most?

Frequency Percent Valid PercentCumulative

PercentValid POTATO CHIPS 52 52.0 52.0 52.0

NAMKEENS 35 35.0 35.0 87.0LOCAL MADE CHIPS 13 13.0 13.0 100.0Total 100 100.0 100.0

Table 21: SNACK FOODS CONSUMERS LIKE TO EAT

POTATO CHIPS NAMKEENS LOCAL MADE CHIPS0%

10%

20%

30%

40%

50%

60%

52%

35%

13%

Snack foods consuming percentages

Snack foods consuming per-centages

Figure 23: SNACK FOODS CONSUMERS LIKE TO EAT

Interpretation

From the above table it shows that, 52% of the respondents are consuming potato chips and

35% of the respondents are consuming namkeens. Whereas only 13% of the respondents are

consuming the local made chips.

2. Do you like to prefer bingo! to eat

Frequency Percent Valid PercentCumulative

PercentValid YES 89 89.0 89.0 89.0

NO 11 11.0 11.0 100.0Total 100 100.0 100.0

Table 22: PREFERENCE TO EAT BINGO

89%

11%

Do you like to prefer bingo to eat

Yes No

Figure 24: PREFERENCE TO EAT BINGO

Interpretation:

On being asked about preference of eating Bingo, 89% of the respondents say YES and only

11% of the respondents say NO.

3. Which kind of product you’d like to prefer in Bingo!

Frequency Percent Valid PercentCumulative

PercentValid POTATO CHIPS 47 47.0 47.0 47.0

MAD ANGLES 37 37.0 37.0 84.0HATKE JHATKE 10 10.0 10.0 94.0FOCUS VARIANT-TEDHE MEDHE 6 6.0 6.0 100.0

Total 100 100.0 100.0

Table 23: VARIANTS MOSTLY PREFERRED IN BINGO

POTATO

CHIPS

MAD ANGLES

HATKE J

HATKE

FOCUS V

ARIANT-TED

HE MED

HE0%

10%

20%

30%

40%

50%47%

37%

10%6%

Variants mostly Satisfied Consumers

Variants Percent

Figure 25: VARIANTS MOSTLY PREFERRED IN BINGO

Interpretation:

From the above table, 47% of the respondents are satisfied with potato chips and 37% of the

respondents are satisfied with mad angles. Whereas only 10% and 6% of the respondents are

satisfied with the variants like hatke jhatke and thedhe medhe respectively.

4. Around which price of bingo! You’d like to prefer most in Bingo!

Frequency Percent Valid PercentCumulative

PercentValid MRP 5/- 51 51.0 51.0 51.0

MRP 10/- 39 39.0 39.0 90.0MRP 20/- 10 10.0 10.0 100.0Total 100 100.0 100.0

Table 24: PRICE IN BINGO PREFERRED MOSTLY

MRP 5/- MRP 10/- MRP 20/-0%

10%

20%

30%

40%

50%

60% 51%

39%

10%

Price that Consumer prefer to Buy Bingo!

Price prefer to buy mostly

Figure 26: PRICE IN BINGO PREFERRED MOSTLY

Interpretation:

From the above table, 51% of the respondents are preferring MRP 5/- to buy Bingo!. 39% of

the respondents are preferring MRP 10/- to buy Bingo. Whereas only 10% of the respondents

are preferring MRP 20/- to buy Bingo!

5. With whom you prefer to eat Bingo!

Frequency Percent Valid PercentCumulative

PercentValid FRIENDS 46 46.0 46.0 46.0

RELATIVES 23 23.0 23.0 69.0NEIGHBOR 6 6.0 6.0 75.0OTHERS 25 25.0 25.0 100.0Total 100 100.0 100.0

Table 25:PREFERRED TO EAT BINGO WITH

FRIENDS

RELATIVES

NEIGHBOR

OTHERS

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

46%

23%

6%

25%

With Whom You Prefer to Eat Bingo!

Preferences

Figure 27:PREFERRED TO EAT BINGO WITH

Interpretation:

On being asked with whom you are preferring to eat Bingo, 46% of the respondents are

having Bingo with their friends, 25% and 23% of the respondents are having Bingo with their

relatives and others. Only 6% of the respondents are having Bingo with their neighbors.

6. Which of the following features impress you most to go for Bingo!

Frequency Percent Valid PercentCumulative

PercentValid PRICE 32 32.0 32.0 32.0

EXTRA OFFERS 22 22.0 22.0 54.0QUANTITY AND QUALITY 27 27.0 27.0 81.0NONE OF THE ABOVE 19 19.0 19.0 100.0Total 100 100.0 100.0

Table 26:FEATURES IMPRESSED MOST IN BINGO

PRICE

EXTRA OFFERS

QUANTITY AND QUALITY

NONE OF THE ABOVE

0% 5% 10% 15% 20% 25% 30% 35%

32%

22%

27%

19%

Features of Bingo!

Features of Bingo!

Figure 28 FEATURES IMPRESSED MOST IN BINGO

Interpretation:

From the table above, 32% of the respondents are impressed with the price of the Bingo and

27% of the respondents are impressed with quantity and quality. 22% of the respondents are

impressed with extra offers. Whereas 19% of the respondents are not impressed with any of

the features.

7. Do you like to prefer other snack foods rather than bingo!

Frequency Percent Valid PercentCumulative

PercentValid YES 78 78.0 78.0 78.0

NO 22 22.0 22.0 100.0Total 100 100.0 100.0

Table 27:PREFERRED OTHER SNACK FOODS BEFORE

78%

22%

Do you like to Prefer Other Snack Foods

Yes No

Figure 29:PREFERRED OTHER SNACK FOODS BEFORE

Interpretation:

On being asked do you like to prefer other snack foods, 78% of the respondents are

preferring other snack foods and 22% of the respondents are not preferring other snack

foods.

8. Please mention your first preference level on the snack foods below by numbering

Frequency Percent Valid PercentCumulative

PercentValid BINGO 21 21.0 21.0 21.0

LAYS 44 44.0 44.0 65.0PARLE 5 5.0 5.0 70.0KURKURE 7 7.0 7.0 77.0HALDIRAMS 23 23.0 23.0 100.0Total 100 100.0 100.0

Table 28:FIRST PREFERENCE LEVEL ON THE SNACK FOODS

BINGO LAYS PARLE KURKURE HALDIRAMS0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

21%

44%

5% 7%

23%

First Preference Level to all Snack Foods

First Preference

Figure 30:FIRST PREFERENCE LEVEL ON THE SNACK FOODS

Interpretation:

From the table above it shows that, 44% of the respondents are giving their first preference to

lays, and 21% of the respondents are giving preference to Bingo. whereas 23%,7% and 5% of

the respondents are giving their first preference to haldirams, kurkure and parle respectively.

9. How you prefer in taking any snack food to consume

Frequency Percent Valid PercentCumulative

PercentValid QUALITY AND QUANTITY 33 33.0 33.0 33.0

PRICE 9 9.0 9.0 42.0POPULARITY 8 8.0 8.0 50.0ALL THE ABOVE 50 50.0 50.0 100.0Total 100 100.0 100.0

Table 29: PREFERENCE CATEGORIES IN TAKING SNACK FOODS

QUALITY AND QUANTITY

PRICE POPULARITY ALL THE ABOVE0%

10%

20%

30%

40%

50%

60%

33%

9% 8%

50%

Prefer Snack Foods through their...

Preference

Figure 31: PREFERENCE CATEGORIES IN TAKING SNACK FOODS

Interpretation:

On being asked about area of preferring the snack foods, 50% of the respondents are giving

are preferring quality and quantity, price and popularity. 33% of the respondents are taking

preferred as quality and quantity. Whereas 9% and 8% of the respondents are preferring price

and popularity of the product.

10. Do you appreciate the adaptations that Bingo! Is introducing time to time

Frequency Percent Valid PercentCumulative

PercentValid APPRECIATED 73 73.0 73.0 73.0

UNAPPRECIATED 16 16.0 16.0 89.0NOT SURE 11 11.0 11.0 100.0Total 100 100.0 100.0

Table 30:APPRECIATED ADAPTATIONS THAT BINGO INTRODUCES

73%

16%

11%

Adaptations that Bingo introducing are..

APPRECIATED

UNAPPRECIATED

NOT SURE

Figure 32:APPRECIATED ADAPTATIONS THAT BINGO INTRODUCES

Interpretation:

On being asked about the adaptations that Bingo is introducing time-to-time, 73% of the

respondents are appreciating the adaptations. Whereas 16% and 11% of the respondents are

not appreciating and not sure about the adaptations.

11. In general, preferences of consumers changes regularly. Is there any need for reforms in the Bingo! in reaching the preferences of consumers

Frequency Percent Valid PercentCumulative

PercentValid MAJOR REFORMS 51 51.0 51.0 51.0

MINOR REFORMS 41 41.0 41.0 92.0NOT AT ALL 8 8.0 8.0 100.0Total 100 100.0 100.0

Table 31: NEED OF REFORMS IN BINGO

51%

41%

8%

Need of Reforms in Bingo!

MAJOR REFORMS

MINOR REFORMS

NOT AT ALL

Figure 33: NEED OF REFORMS IN BINGO

Interpretation:

From the above table, 51% of the respondents are saying that major reforms are needed in

satisfying the customers. 41% of the respondents are saying that minor reforms are needed.

Whereas 8% of the respondents says that there is no need of reforms.

12. Reforms in which area(Please mark this question if you marks a & b options in above question)

Frequency Percent Valid PercentCumulative

PercentValid QUALITY AND QUANTITY 42 42.0 42.0 42.0

PACKAGING 24 24.0 24.0 66.0PROVIDING EXTRA OFFERS 22 22.0 22.0 88.0

PROMOTIONAL ACTIVITIES 12 12.0 12.0 100.0

Total 100 100.0 100.0

Table 32:REFORMS IN WHICH AREAS

QUALITY AND QUANTITY

PACKAGING PROVIDING EXTRA OFFERS

PROMOTIONAL ACTIVITIES

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%42%

24% 22%

12%

Reforms in areas...

Reforms in areas

Figure 34:REFORMS IN WHICH AREAS

Interpretation:

Majority 42% of the respondents says that there should be reforms taken in quality and

quantity. Whereas 24%, 22% and 12% of the respondents are saying that reforms should be

taken in packaging, providing offers and promotional activities respectively.

13. Your preferences towards Bingo! day-by-day is

Frequency Percent Valid PercentCumulative

PercentValid IMPROVING A LOT 45 45.0 45.0 45.0

GETTING BETTER 38 38.0 38.0 83.0GETTING WORSE 5 5.0 5.0 88.0STAYING THE SAME 12 12.0 12.0 100.0Total 100 100.0 100.0

Table 33: PREFERENCE LEVEL TO BINGO DAY-BY-DAY

IMPROVING A LOT GETTING BETTER GETTING WORSE STAYING THE SAME

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

45%

38%

5%

12%

Preferences towards Bingo! Day-by-Day

Preference

Figure 35: PREFERENCE LEVEL TO BINGO DAY-BY-DAY

Interpretation:

On being asked about the preference level towards Bingo!, 45% of the respondents replied as

it is improving a lot and 38% of the respondents are saying that it is getting better. Whereas

12% and 5% of the respondents are saying that it is staying about the same and getting worse

respectively.

14. How do you rate Bingo!(Please circle those applicable given below) FAIR GOOD EXCELLENT SUPERB 1 2 3 4

Frequency Percent Valid PercentCumulative

PercentValid FAIR 21 21.0 21.0 21.0

GOOD 61 61.0 61.0 82.0EXCELLENT 16 16.0 16.0 98.0SUPERB 2 2.0 2.0 100.0Total 100 100.0 100.0

Table 34:RATING BINGO

FAIR GOOD EXCELLENT SUPERB0%

10%

20%

30%

40%

50%

60%

70%

21%

61%

16%

2%

Rate Bingo!

Rating

Figure 36:RATING BINGO

Interpretation:

On rating Bingo by the respondents, 61% of the respondents rated Bingo as a good product

and 21% of the respondents rated Bingo as fair product. Whereas 16% and 2% of the

respondents replied that it is excellent and superb product respectively.

15. Is advertisement of Bingo! impress you or not

Frequency Percent Valid PercentCumulative

PercentValid YES 94 94.0 94.0 94.0

NO 6 6.0 6.0 100.0Total 100 100.0 100.0

a.

Table 35: IMPRESSION TOWARDS ADVERTISEMENTS

94%

6%

Is Advertisement of Bingo! Impressive...

Yes

No

Figure 37: IMPRESSION TOWARDS ADVERTISEMENTS

Interpretation:

On being asked impression towards advertisements of Bingo, 94% of the respondents says

that it is impressive and only 6% say No as it is not impressive.

16. Somewhat modification should be there in their promotional activities such as…….

New style of packaging Effective advertisement Color of the packet

Is this a good idea or bad one?

Frequency Percent Valid PercentCumulative

PercentValid GOOD IDEA 92 92.0 92.0 92.0

BAD IDEA 4 4.0 4.0 96.0NOT SURE 4 4.0 4.0 100.0Total 100 100.0 100.0

Table 36:IDEA IN MODIFICATIONS TO PROMOTIONAL ACTIVITIES

92%

4%

4%

Idea of Modifying Promotional Activities*New Style of Packaging*Effective Advertisement

*Color of the Packet

GOOD IDEA

BAD IDEA

NOT SURE

Figure 38:IDEA IN MODIFICATIONS TO PROMOTIONAL ACTIVITIES

Interpretation:

From the above table, 94% of the respondents says that the idea of new style of packaging,

effective advertisement and color of the packet modifications is a good idea. Where as 4% of

the respondents says that its is a bad idea.

17. Before bingo which one you preferred to consume/eat

Frequency Percent Valid PercentCumulative

PercentValid LAYS 51 51.0 51.0 51.0

HALDIRAMS HATKE JHATKE 26 26.0 26.0 77.0

PARLE 7 7.0 7.0 84.0KURKURE 16 16.0 16.0 100.0Total 100 100.0 100.0

Table 37:BEFORE BINGO CONSUMING SNACKFOODS

LAYS HALDIRAMS HALKE FULKE

PARLE KURKURE0%

10%

20%

30%

40%

50%

60%

51%

26%

7%

16%

Befor Bingo! which Snackfood you Preferred

Befor Bingo! Preference

Figure 39:BEFORE BINGO CONSUMING SNACKFOODS

Interpretation:

On being asked which snack food is preferred before Bingo, 51% of the respondents says that

they firstly preferred lays, where as 26%, 7% and 16% of the respondents says that they

preferred haldirams, parle and kurkure respectively.

18. Are you satisfied with their effort in reaching consumers effectively

Frequency Percent Valid PercentCumulative

PercentValid VERY SATISFIED 18 18.0 18.0 18.0

SATISFIED 42 42.0 42.0 60.0NEUTRAL 33 33.0 33.0 93.0DISSATISFIED 1 1.0 1.0 94.0VERY DISSATISFIED 6 6.0 6.0 100.0Total 100 100.0 100.0

Table 38:SATISFACTION LEVEL IN EFFORT OF REACHING CONSUMERS

VERY SA

TISFIE

D

SATIS

FIED

NEUTR

AL

DISSATIS

FIED

VERY D

ISSATIS

FIED0%

5%10%15%20%25%30%35%40%45%

18%

42%

33%

1%6%

Satisfaction Levels on reaching consumers ef-fectively

Satisfaction Levels

Figure 40:SATISFACTION LEVEL IN EFFORT OF REACHING CONSUMERS

Interpretation:

From the above table, the satisfaction levels of effort making to reach the consumers is very

satisfied by 18% of the respondents and 42% of the respondents are satisfied. Whereas 33%

of the respondents are neutral.

19. Age

Frequency Percent Valid PercentCumulative

PercentValid BELOW 10 3 3.0 3.0 3.0

10-20 30 30.0 30.0 33.020-30 46 46.0 46.0 79.030-40 16 16.0 16.0 95.040 AND ABOVE 5 5.0 5.0 100.0Total 100 100.0 100.0

Table 39:AGE

BELOW 10 10-20 20-30 30-40 40 AND ABOVE

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

3%

30%

46%

16%

5%

Age

Age Group

Figure 41:AGE

Interpretation:

From the above table 46% of the respondents age group range from 20-30 years, 30% of the

respondents are of the age group range from 10-20 years. Where as 16%, 5% and 3% of the

respondents ranges their age group with 30-40 years, above 40 years and below 10 years.

20. Gender

Frequency Percent Valid PercentCumulative

PercentValid MALE 56 56.0 56.0 56.0

FEMALE 44 44.0 44.0 100.0Total 100 100.0 100.0

Table 40:GENDER

56%

44%

Gender

Male

Female

Figure 42:GENDER

Interpretation:

From the table its shows that 56% of the respondents are males and 44% of the respondents

are female.

21. occupation

Frequency Percent Valid PercentCumulative

PercentValid STUDENT 48 48.0 48.0 48.0

BUSINESS MAN 20 20.0 20.0 68.0EMPLOYEE 24 24.0 24.0 92.0OTHERS 8 8.0 8.0 100.0Total 100 100.0 100.0

Table 41:OCCUPATION

STUDENT BUSINESS MAN EMPLOYEE OTHERS0%

10%

20%

30%

40%

50%

60%

48%

20%24%

8%

Occupation

Occupation

Figure 43:OCCUPATION

Interpretation:

From the above table, 48% of the respondents are students and 24% of the respondents are

employees. 20% of the respondents are business man and 8% of the respondents are in

different categories.

FINDINGS AND RECOMMENDATIONS

CONCLUSION

After conducting the survey I am in the position to say that Bingo! is in the growth stage of

its life cycle. It will be the perfect competitor for Lays. Overall people seem to be satisfied

with Bingo!

Advertising for the Bingo! used by ITC is creating impact on purchase behavior of consumer.

Since many of the respondents are aware of Bingo! it was very easier to conduct survey.

The purpose of the study was to analyze the consumer preferences towards chips-A case

study on Bingo!, ITC Ltd in the areas of MALAKPET WHICH HAS BEEN ACHIEVED TO

GREAT extent even after considering time and strength constraints

ANNEXURE

1. How you know about Bingo!a. Company sales person b. Public talkc. Advertisingd. Others (Please Specify…………….)

2. Usually how many times you order for Bingo! in a montha. Onceb. Twicec. Thriced. Four and Above

3. Average sales turnover from your outlet.a. Below 500b. 500-1500c. 1500-3000d. Above 3000

4. Average number of consumers visiting for Bingo! daily to you outleta. Below 5b. 5-10c. 10-15d. Above 15

5. Which variants you would like to sell mostlya. Potato chipsb. Mad Anglesc. Hatke Jhatked. Focus variants Tedhe Medhee. All the above

6. Your satisfaction level with the with reference to following products of ITC`s Bingo!

Variant Name Very satisfied

Satisfied Neutral Dissatisfied Very Dissatisfied

Premium saltedRed Chilli BijiliSpicy Masala RemixFiery Red TomatoJuicy Tomato KetchupInternational cream onionMad Angles Chilli Dhamaka

Mad Angles Tomato MischeifMad Angles Achari MastiHatke Jhatke Funky MasalaHatke Jhatke Tomato Twist Focus Variant(Tedhe Medhe)

Bingo Service7. How frequently salesperson visit your outlet

a. Once in a weekb. Once in 15daysc. Once in a monthd. Not at all

8. Are you satisfied with your salesperson servicea. Yesb. No

9. How much time it will take for delivery after you place ordera. Within one dayb. 2 to 5 daysc. 5 and above

10. Rate the following salesperson service on 5 scale.(1 being most influential and 5 the least)

a. D&D serviceb. Delivery of stockc. Stock rotation within outletd. Scheme implementatione. Requirements(such as giving holding, racks etc..)

PRICING11. Are you satisfied about the price provided to you from the company

a. Yesb. No. c. If No why……………………………………….

12. Is there any discount provided to you for buying certain amount of stocka. Yesb. No.

i. If yes………..

13. How much discount are you getting from the companya. 0-2%b. 3%c. 4%d. Above 5%

PROMOTIONAL STRATEGIES

14. Is company providing any promotional activities to increase sales in your outleta. Yesb. Noc. if yes…. Mark the below options

Holdings Racks Posters Others

15. “Bingo! schemes are attractive!!!”..........Justify thisa. Fully agreeb. Agreec. Neutrald. Disagreee. Fully disagree

COMPETITIVE ADVANTAGE

16. Which is the perfect competitor to Bingo!a. Lays b. Haldiramsc. Others… local players

17. Is other services are faster than Bingo!a. Yesb. No

18. Is there any new schemes provided by other companiesa. Yesb. No

i. If yes mark the followingDiscountsSpecial Offers

19. How fast will be their services compared to Bingo!a. Excellentb. Goodc. Averaged. Worse

20. How active other companies are in offering schemesa. Regularlyb. Rare

c. Not at all

This survey is conducted as part of my summer training program on ITC`s

Bingo for the partial fulfillment of the requirements for the awards thefor the partial fulfillment of the requirements for the awards the

degree of POST GRADUATION DIPLOMA IN MANAGEMENT. Sodegree of POST GRADUATION DIPLOMA IN MANAGEMENT. So

kindly give your response to these questions:-kindly give your response to these questions:-

QUESTIONNAIRE onQUESTIONNAIRE on

Name:…………………………………………………..

Outlet Name:……………………………………..

Mobile No:…………………………………………

Signature:…………………………………………

General Instructions:

1. Answer all questions.

2. Indicate your answer by marking a tick against an appropriate option.

3. Mark only one option in all questions.

Questionnaire on consumer preferences

22. Which type of snack foods you’d like to eat/consume most?

a. Potato Chips b. Namkeens

c. Local made chips23. Do you like to prefer bingo! to eat

a. Yes b. No

24. Which kind of product you’d like to prefer in Bingo!

a. Potato Chips b. Mad Angles

c. Hatke Jatke d. Focus variant- Tedhe Medhe

25. Around which price of bingo! You’d like to prefer most in Bingo!

a. MRP 5/- b. MRP 10/-

c. MRP 20/-26. With whom you prefer to eat Bingo!

a. Friends b. Relatives

c. Neighbor d. Others

27. Which of the following features impress you most to go for Bingo!

a. Price b. Extra offers

c. Quantity and quality d. None of the above

28. Do you like to prefer other snack foods rather than bingo!

a. Yes b. No

If yes, please mark the following

Lays Haldiram’s Halke Fulke

Parle smart chips Others

29. Please mention your first preference level on the snack foods below by numbering

Bingo! Lays

Parle Kurkure

Haldirams30. How you prefer in taking any sack food to consume

Through their_________________

a. Quality and quantity b. Price

c. Popularity d. All the above

31. Do you appreciate the adaptations that Bingo! Is introducing time to time

a. Appreciated b. Unappreciated

c. Not sure32. In general, preferences of consumers changes regularly. Is there any need for

reforms in the Bingo! in reaching the preferences of consumers

a. Major reforms b. Minor reforms

c. Not at all33. Reforms in which area(Please mark this question if you marks a & b options in

above question)

In quality and quantity In packaging

Providing extra offers Promotional activities

34. Your preferences towards Bingo! day-by-day is

a. Improving a lot b. Getting better

c. Getting worse d. Staying the same

35. How do you rate Bingo!(Please circle those applicable given below) FAIR GOOD EXCELLENT SUPERB 1 2 3 4

36. Is advertisement of Bingo! impress you or not

b. Yes c. No

37. Somewhat modification should be there in their promotional activities such as…….

New style of packaging Effective advertisement Color of the packet

Is this a good idea or bad one?

a. Good idea b. Bad idea c. Not sure

38. Before bingo which one you preferred to consume/eat

a. Lays b. Haldirams halke fulke

c. Parle d. Kurkure

39. Are you satisfied with their effort in reaching consumers effectively

a. Very satisfied b. Satisfied

c. Neutral d. Dissatisfied

e. Very dissatisfied

Personal details

Name: Age:

Below 10 10-20 20-30

30-40 40 and above

Gender:

Male Female

Occupation:

Student Business man Employee

Others………………………

Thank you for your participation

BIBILOGRAPHY

Marketing Management, Philip Kotler and Kevin Lane Keller, 12 th Edition, Pearson

Education (Singapore) Pvt. Ltd.

Contemporary Marketing, Boone & Kurtz, Harcourt Brace College Publishers.

http://www.highbeam.com/doc/1018-consumerpreferences.html

http://www.consumerpsycologist.com

http://www.itcportal.com