Term Paper Skeleton for Submission

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<p>Title of the term Paper</p> <p>Submission by: Student Name</p> <p>MK</p> <p>Page</p> <p>11/17/2011</p> <p>1</p> <p>Objective: The case study is about the launch of the brand Bingo by ITC in the year 2007.About the company (ITC):</p> <p>Source 1) http://www.itcportal.com/sets/itc_frameset.htm 2) http://www.iloveindia.com/economy-of-india/top-50-companies/itc.html</p> <p>Recent Developments at the companyo b</p> <p>The following table indicates the new FMCG businesses which ITC is in and how it compares with some of the other major FMCG players in India.</p> <p>Source: Outlook Business 1st December 2007.</p> <p>Market Summary</p> <p>MK</p> <p>Page</p> <p>11/17/2011</p> <p>2</p> <p>The Branded snack (salty) market in India: Sources: www.indiaprwire.com</p> <p>Consumption Behaviour</p> <p>Opportunities and challenges o Source: GAIN report (Report No: IN8075) Structure of Indian Market a) Organized Sector b) Non-organised Sector</p> <p>c)Domestic Industry Source: http://www.flex-news-food.com/console/PageViewer.aspx?page=17973&amp;str</p> <p>MK</p> <p>Page</p> <p>11/17/2011</p> <p>3</p> <p>Bingo: The product</p> <p>MK</p> <p>Page</p> <p>11/17/2011</p> <p>4</p> <p>Product Development Research: Taste:</p> <p>Variantst</p> <p>Marketing and Advertising o Innovative advertising o Television and Radio</p> <p>o Website</p> <p>o Distribution:</p> <p>Source: Business Today December 2, 2007 Business India July 2008</p> <p>MK</p> <p>Page</p> <p>11/17/2011</p> <p>5</p> <p>Analysis of the launch of Bingo from the CBBE models perspective: The CBBE model looks at branding as a sequence of steps:</p> <p>Conclusions:</p> <p>MK</p> <p>Page</p> <p>11/17/2011</p> <p>6</p> <p>MK</p> <p>Page</p> <p>11/17/2011</p> <p>7</p>