LAYS VS BINGOMarketing Management-II Assignment Introduction to Indian Wafer Snacks Segment The size of the Wafer Snacks Segment in India is estimated to be 4,500 – 5000 crores The market is growing at 30 percent annually The branded players account for 2,000 crores of the market size Major branded players include Frito-Lay, Bingo, Haldiram, Balaji, Parle Contd. Potato Chips and Potato based items account for 85 percent of the total snacks segment. As per Nielsen‟s Retail Audit, Frito-Lay commands 45% market share, followed by Haldiram at 27% and Bingo at 16% The rest is divided between new players such as Smart Chips, regional players such as Balaji and handful of unorganized players (source:moneycontrol.com) These are dominated by the Frito Lay group.cheese balls. The second category is the Western segment(potato chips.puffs etc) and the Finger snacks segment which is an adaptation of traditional snacks to the western format. The organized snacks category is subdivided into the Traditional segment (Bhujia.Chana etc) dominated by Haldiram. . has steadily established itself as an indispensable part of India‟s snacking culture since its launch in 1995. Lays has a reach of more than 1m retail outlets countrywide covering 100 towns.Lays Lay‟s. the world‟s largest and favourite snack food brand. Being first in the market through its acquisition of Uncle Chips. . Frito-lay already has a well-established network of distributors and retailers pan-India. fun and excitement. .Bingo Launched on 14th March 2007 The range includes multiple flavours of Potato Chips & Finger Snacks. At present Bingo! has 4 sub-brands in its portfolio. The brand is associated with youth. It fulfils the consumers need for variety and novelty in snacks. About Bingo . PRICING STRATEGY . the two popular choices. Rs. come in different SKU‟s priced at Rs. 20.Lays The pricing strategy for Lays is consistent with other competing players. there is very little dichotomy in the pricing strategies of all major players. similar to Bingo and Haldiram. 10 and Rs.5. . Lays and Kurkure. As this market is driven by high-impulsive buyers of snack foods. cost-effective and innovative packaging.Bingo The main objective for ITC was to compete effectively with players who were already there. This also facilitated timely supply of raw materials. . ITC already enjoyed cost advantage over competitors through its e-choupal initiative. ITC‟s printing and packaging business also lead to high-quality. it launched a direct frontal attack by introducing similar priced SKU‟s. Hence. PROMOTIONAL STRATEGY . “Chala Change Ka Chakkar” – the largest ever brand promotional strategy undertaken by Fritolay aimed at bringing all its flagship brands under one roof. This massive umbrella campaign would allow chosen customers to live the life of a Bollywood Indian celebrity for a day. Indianized versions of Lays were also launched after Bingo‟s success with Indian flavors. Fritolay revamped its‟ branding strategy for all leading brands.Lays Realizing the direct threat posed by Bingo to its market share. . Dhoni with each celebrity rooting for the flavour of their choice.Advertisement strategies of Lays In 2008.S. Lay‟s launched the „Fight for Your Flavour‟ allowing consumers to vote for the flavour of their choice. The advertisements were by the Lay‟s brand ambassadors Saif Ali Khan and M. The flavour with the maximum votes would continue in the market. . Lays has also introduced Indian flavours such as „Curry‟ in countries like Canada. .Contd. Flavours of Lays chips have seen changes in India and across the world from popularizing the „Classic‟ salted variety and foreign flavours like „BBQ‟ and „American Cream & Onion‟ in India. Commonly available flavours . Commonly available flavours . Baked Chips . . A Chip Tracker on Lays. "Lay's Local“ campaign focuses on the 80 farms (scattered across 27 states) that grow the potatoes used to make the chips. Knowing where food is made and grown is important to consumers.com allows consumers to find out where a bag of chips is made. Sharing with consumers how regional we are is relevant and compelling.Recent Advertisements by Lays Frito-Lay has announced plans to go local. Bingo Bingo‟s launch was strategically timed around the World Cup to cash in on the tremendous popularity of snacks among cricket lovers in the country. ITC booked 10-15 spots per channel per day. spend in initial 6 months were 100 crores. to industry estimates. total advt. Bingo chose not to have an ambassador! . While its competitor Fritolay focuses on celebrity endorsements.Acc.20 on radio stations supported by 1000‟s of hoardings advertisement. In certain areas. As the product is aimed at youth.Contd.com and Mad Angles Twister Application (Facebook) were other initiatives on online media. digital media was heavily used.000 participants. This sudden media blitzkrieg of ads left a mark in the audiences‟ minds . the Bingo National Gaming Championship was held across 4 cities with more than 25. Bingo‟s market share touched 50% . For instance. Bingeonbingo. 000 retailers across the country. A crucial alliance with Future group which lead to all future group retail outlets like Big Bazaar. Within 6 months. .50. Bingo was available across 2. the company distributed 4 lakh racks across all retailers to display the brand at all Points-of-sale. Food Bazaar stocking only ITC”s Bingo.Contd. Further. 4. samosas etc were popular choices among the Indian audience. Ad Campaign 2. it decided to develop flavors with an Indian taste. The team found out that local-tasty snacks like khakra. Pricing Strategy Before Launch.V. Assortment of flavours and eye catching packaging 3. Based on this info. T. it developed a cross-sectional team of 8 individuals who travelled across 14 cities to identify the snacking habits of the Indian Consumer.Bingo Strategy The success of Bingo‟s marketing strategy can be attributed to:1. . vada pav. High availability at big and small retailers across the country. Bingo! Yumitos .'Take a Yumitos Break' Bingo! Yumitos is very tempting and yummy account the full bodied flavours. These flavours range from traditional favourites like Salted to innovative ones such as Red Chilli. There are in total 7 exciting flavours. . . " Bingo! Mad Angles is synonymous with the perfect triangular snack." . making it a snack that's truly "Har Angle se Mmmm ...."Har Angle se Mmmm. A combination of innovative flavours on a traditional khakra base.Bingo! Mad Angles .. Mad Angles is a snack that is true to taste with perfect flavour delivery as well as shape. " Bingo! Tedhe Medhe is the popular spindle shaped format from Bingo! that is a delicious blend of handpicked spices with an aroma that makes one crave for more.Bingo! Tedhe Medhe -"Har Stick mein alag twist. . Bingo! Tangles . ."Khaoge to Khilaoge..." Each piece of this innovative crunchy snack is made out of strands loaded with lip smacking masala or tantalizing tomato or simply salted flavours. COMPARISON OF MARGINS ITC BINGO v/s FRITOLAYS Basis ITC Bingo Frito Lay Lays Margin distributor 3% 5.5% Margin retailer 12% 10% Margin wholesaler 12% 10% . Snapshot .Customer survey. . html?sid=20324 http://www.com/news/business/frito-lay-losessnack-mkt-share-to-itcs-bingo_300325.com/perl/news/story.com/parle-monaco-smart-chips-vs-laysor-aliva/ http://www.ph p?id=1244814371 http://www.com/news2009/newsfullstory.WEB-BASED REFERENCES 1) 2) 3) 4) 5) 6) 7) http://www.com/news/news-byindustry/cons-products/food/Balaji-Wafers-a-name-toreckon-with-in-Gujarat-snacksmarket/articleshow/5367599.afaqs.com/perl/news/story.cms .com/support_jan_suplychain.htm http://www.afaqs.bizdewz.moneycontrol.html?sid=25651 http://economictimes.html http://www.imagesretail.televisionpoint.indiatimes. THANK YOU .