Download - MM II - Group 1.pptx
-
8/19/2019 MM II - Group 1.pptx
1/45
I T C ’ s Bi ngo !I nd ust r y d r i v e r s, P o si t i o ni ng
Gr o up 1 Ak hi l e sh S ( U 10 8 0 0 6 ) Ar c hana C ( U 10 8 0 12 )
Gaur av Gar g ( U 10 8 0 19 ) P al ur i Apar na ( U 10 8 0 3 )
P r av e e n ! " ( U 10 8 0 #0 ) Sr i $ har % aushi k ( U 10 8 0 & #)
-
8/19/2019 MM II - Group 1.pptx
2/45
LOGO
Contents
'nro$ucion1
arkeing * !esearch +,-ecive2
3 .ualiaive !esearch
4
5
.uaniaive !esearch
Conclusion
-
8/19/2019 MM II - Group 1.pptx
3/45
-
8/19/2019 MM II - Group 1.pptx
4/45
LOGO
Diversified Presence
Cigarees
oels
Paper
Packaging
Agri:usiness
Package$ ;oo$ * Con
-
8/19/2019 MM II - Group 1.pptx
5/45
LOGO
Bingo!
Arra o< pro$ucs in,oh Poao Chips *;inger Snacks
seg7enran$e$ snack
7arke gro>ing a30? ever ear
-
8/19/2019 MM II - Group 1.pptx
6/45
LOGO
fferings fro Bingo!
'niial +
-
8/19/2019 MM II - Group 1.pptx
7/45
LOGO
T"rget Custoers
pe Bouh
-
8/19/2019 MM II - Group 1.pptx
8/45
-
8/19/2019 MM II - Group 1.pptx
9/45
LOGO $"r%et Position of
Bingo!
he 'n$ian Snack 'n$usr is a,ou 2&00 crores
arke Share as on ece7,er 2008
-
8/19/2019 MM II - Group 1.pptx
10/45
LOGO
$"r%eting b&ective
Posiioning o< ingoD in he snack
-
8/19/2019 MM II - Group 1.pptx
11/45
LOGO
'ese"rc( b&ective
;in$ ke $riving
-
8/19/2019 MM II - Group 1.pptx
12/45
LOGO
)ey Infor"tion Are"s
Consu7er Pro
-
8/19/2019 MM II - Group 1.pptx
13/45
LOGO
*"ri"b+es
Consu7er Pro
-
8/19/2019 MM II - Group 1.pptx
14/45
LOGO
'ese"rc( $et(odo+ogy
.ualiaive ;ocus Group iscussion (8 7e7,ers) E 1
• Se7i:srucure$ Fuesion paern
'n:$eph 'nervie>s ('n$ivi$ual) E 10• Se7i:srucure$ Fuesion paern
his $aa is no use$
-
8/19/2019 MM II - Group 1.pptx
15/45
LOGO
'ese"rc( $et(odo+ogy
.uaniaive Surve .uesionnaire
• Sa7ple si/e E 11&
• Age group o< sa7ple E e>een 1& o #0 ears• Pilo su$ >ih 20 respon$ens >as $one ,e
-
8/19/2019 MM II - Group 1.pptx
16/45
LOGO ,u"+it"tive 'ese"rc( -
./DGroup Pro
-
8/19/2019 MM II - Group 1.pptx
17/45
LOGO ,u"+it"tive 'ese"rc( -
./D+A
Snack 'n$usr EChips * ;inger Snack 'n$usr E @as
-
8/19/2019 MM II - Group 1.pptx
18/45
LOGO
,u"+it"tive 'ese"rc(
'neresing
-
8/19/2019 MM II - Group 1.pptx
19/45
LOGO In-De#t( Intervie0
-n"#s(ots
Su$ens E # ase is an i7poran crieria
• "arie o<
-
8/19/2019 MM II - Group 1.pptx
20/45
LOGO
Intervie0 n"#s(ots
ParensE 3
he 7ainl see7 o ,u
-
8/19/2019 MM II - Group 1.pptx
21/45
LOGO
Intervie0 n"#s(ots
orking pro
-
8/19/2019 MM II - Group 1.pptx
22/45
, u"nt i t "t i v e An"+ y si s
-
8/19/2019 MM II - Group 1.pptx
23/45
LOGO
D"t" An"+ysis
Consu7er Pro
-
8/19/2019 MM II - Group 1.pptx
24/45
LOGO
'es#ondent Profi+e
Su$enJ #6?
Govern7en K7ploeeJ ?Privae K7ploeeJ 1?
Sel< K7ploe$J 1&?Un K7ploe$J 3?
o7e akerJ 11?
ccu#"tion
L18 earsJ 1#?
19:2& earsJ 63? 26:#0 earsJ 23?
Age Distribution
ase 11&
ase 11&
-
8/19/2019 MM II - Group 1.pptx
25/45
LOGO
0 10 20 30 #0 &0 60
2e"+t( Conciousness
iscuiesCake
ChaChips
Chocolaes;ruis
'ce:crea7a7keen
0
20
#0
60
80
100
120
89
6661
96
6# 1 68
#
10&
6
3#
96
82
6# 6
Pre
-
8/19/2019 MM II - Group 1.pptx
26/45
LOGO
S>ee il$ ;lavours Spic
-
8/19/2019 MM II - Group 1.pptx
27/45
LOGO
Br"nd A0"reness
@asJ 10
ingoJ 33
al$ira7sJ &8
%urkureJ #9
T$A 90 ou o< 11& respon$ens
-
8/19/2019 MM II - Group 1.pptx
28/45
LOGO
'e+i"bi+ity t"tistics
Cronb"c(’s A+#(" of Ites
67869 :
-
8/19/2019 MM II - Group 1.pptx
29/45
LOGO
;T An"+ysis
-
8/19/2019 MM II - Group 1.pptx
30/45
LOGO
;T An"+ysis - Bingo
Packe conens are licka,leha he packe is perceive$ o conain less air ' is ,ake$ an$ no
-
8/19/2019 MM II - Group 1.pptx
31/45
LOGO
="cc"rd An"+ysis
e have i$eni
-
8/19/2019 MM II - Group 1.pptx
32/45
LOGO
'egression An"+ysis
-
8/19/2019 MM II - Group 1.pptx
33/45
LOGO
>niv"ri"te An"+ysis
ase
@as scores ,eer >ih 7a-ori,e>een scores o< # * &= >hile ingo,or$ers on scores o< 3 * #4 ence@as is perceive$ o ,e o< ,eerase4
1
2
3#
&
0
20
#0
T"ste
%urkure
al$ira7s
ingo
@as
1
2
3#
&
0
20
#0
Av"i+"bi+ity
%urkure
al$ira7s
ingo
@as
Availa,ili
@as lea$s , a huge 7argin=ingo is srong >ih 30? raing i a3 an$ #0? raing i a #
ase 11&
-
8/19/2019 MM II - Group 1.pptx
34/45
LOGO
>niv"ri"te An"+ysis
"alue
al$ira7s * @as are in closeco7peiion in his crieria
1
2
3#
&
0
20
#0
,u"+ity
%urkure
al$ira7s
ingo
@as
1
2
3#
&
0
20
#0
*"+ue
%urkure
al$ira7s
ingo
@as
.uali
@as lea$s here >ih ingo co7ingup in secon$ place4
ase 11&
-
8/19/2019 MM II - Group 1.pptx
35/45
LOGO ?v"+u"ting Bingo’s AD
content
ase 101
-
8/19/2019 MM II - Group 1.pptx
36/45
LOGO
" A$J ##?
or$ o< ouhJ 2?
ispla on shopJ 29?
.irst (e"rd of Bingo fro
ase 106
-
8/19/2019 MM II - Group 1.pptx
37/45
LOGO
Biv"ri"te An"+ysis
Co+un1 A++ o C(i+dren for C(i+dren
Pro7oion & 20 3
A$verise7en 63 22 #1
Packaging 0 2& #&
ase 11&
-
8/19/2019 MM II - Group 1.pptx
38/45
LOGO Age vs7 T"ste
Br"nd-0ise
@as ingo al$ira7 %urkure0?
10?
20?
30?
#0?
&0?
60?
0?
80?
90?
100?
2&:#0 ears
19:2& ears
N18 ears
ase 6& ase 6& ase #& ase 26
-
8/19/2019 MM II - Group 1.pptx
39/45
-
8/19/2019 MM II - Group 1.pptx
40/45
LOGO Incoe vs7 *"+ue
Br"nd-0ise
@asO"alue ingoO"alue al$ira7Ovalue %urkureO"alue0?
10?
20?
30?
#0?
&0?
60?
0?
80?
90?
100?
N 6 lac
#:6 lac
2:# lac
L 2 lac
ase # ase ase &8 ase 1&
-
8/19/2019 MM II - Group 1.pptx
41/45
LOGO Bingo Preference vs7
ccu#"tion
0&
101&202&303�
All
Su$en
orking A$ul
ase 36ase 22ase 31
-
8/19/2019 MM II - Group 1.pptx
42/45
LOGO
Conc+usion
he $riving
-
8/19/2019 MM II - Group 1.pptx
43/45
LOGO
Conc+usion77 Contd7
Co7peiive A$vanage o< ingoD
' is perceive$ o conain less air $ue o heshape an$ si/e o< he >a
-
8/19/2019 MM II - Group 1.pptx
44/45
LOGO
Conc+usion77 Contd7
;ro7 in:$eph inervie>s
@o o< people preeepe o< snacks
ingo can eQplore his seg7eningo has no rie$ an pro7oional os= i >as o,serve$ ha i is a
goo$ >a o reach ki$s hrough pro7oionalo
-
8/19/2019 MM II - Group 1.pptx
45/45
Thank You !