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Title of the term Paper

Submission by: Student Name

MK

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11/17/2011

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Objective: The case study is about the launch of the brand Bingo by ITC in the year 2007.About the company (ITC):

Source 1) http://www.itcportal.com/sets/itc_frameset.htm 2) http://www.iloveindia.com/economy-of-india/top-50-companies/itc.html

Recent Developments at the companyo b

The following table indicates the new FMCG businesses which ITC is in and how it compares with some of the other major FMCG players in India.

Source: Outlook Business 1st December 2007.

Market Summary

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The Branded snack (salty) market in India: Sources: www.indiaprwire.com

Consumption Behaviour

Opportunities and challenges o Source: GAIN report (Report No: IN8075) Structure of Indian Market a) Organized Sector b) Non-organised Sector

c)Domestic Industry Source: http://www.flex-news-food.com/console/PageViewer.aspx?page=17973&str

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Bingo: The product

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Product Development Research: Taste:

Variantst

Marketing and Advertising o Innovative advertising o Television and Radio

o Website

o Distribution:

Source: Business Today December 2, 2007 Business India July 2008

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Analysis of the launch of Bingo from the CBBE models perspective: The CBBE model looks at branding as a sequence of steps:

Conclusions:

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