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 consumers presences on chips-A case study on Bingo! in Malakpet (MRL Trading Co.) region, Hyderabad. The study was mainly based on the survey on retailers who like to purchase Bingo! and who dont. Also on consumers 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 consumers 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 ITCs Bingo! at 16% and rest was occupied by Haldirams, Parle Out of these ITCs 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 retailers and consumer attitude in surroundings of Malakpet region. Analysis was started by dividing people into those who like to eat snacks and those who dont. The study was based on the survey of people who like to eat snacks. This s urvey 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 retailers preferences towards bingo!. Companys 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 consumers and retailers 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 Companys 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 Classmatein 2003. Classmate over the years has grown to become Indias 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 Indias 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. ITCs 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 ITCs 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: LETS 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 Companys 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

ITCs 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. Theyre 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, Indias 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 ITCWelcomgroup 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
ITCs Personal care portfolio brings worldclass products with clearly differentiated benefits to qualityseeking 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

ITCS 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 Whats 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 Haldirams 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. Bingos 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. Bingos 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 crossfunctional 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 paneerfilled 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. Bingos success in the market is backed by ITCs 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. Bingos 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 brands 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 groups other businesses. ITCs 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 Lays. 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 Biyanis Fair Price etc will stock only ITCs 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: Bingos 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. Whats 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 Company Response of Respondents 39 Percentage Analysis 52.0

Salesperson Public talk Advertising Others Total

11 24 1 75

14.7 32.0 1.3 100.0

Table 1: KNOWING ABOUT BINGO THOUGH VARIOUS AREAS

How you Know about Bingo!

60% 50% 40% 30% 20% 10% 0% Company Salesperson Public talk Advertising Others Percentages 14.67% 1.33% 32% 52%

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 Once Twice Response of Respondents 12 31 Percentage Analysis 16.0 41.3

Thrice Four and above Total

30 2 75
Table 2: ORDERING OF BINGO IN AN MONTH

40.0 2.7 100.0

How Many Times you Order for Bingo! in a Month

41.33% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Once Twice Thrice Four and above 2.67% 16% 40% 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 Below 500 Response of Respondents 5 Percentage Analysis 6.7

500-1500 1500-3000 3000-5000 Above 5000 Total

18 27 20 5 75
Table 3: SALES TURNOVER OF OUTLET

24.0 36.0 26.7 6.7 100.0

Average Sales Turnover from each outlet

40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Below 500 500-1500 1500-3000 3000-5000 Above 5000 6.67% 6.67% 24% 26.67% sales turnover 36%

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 Below 5 5-10 10-15 Above 15 Total

Response of Respondents 7 17 41 10 75

Percentage Analysis 9.3 22.7 54.7 13.3 100.0

Table 4: AVERAGE NUMBER OF CONSUMER VISITING FOR BINGO

Average number of consumers visiting outlet daily for Bingo!

60.00% 54.67% 50.00% 40.00% 30.00% 20.00% 9.33% 10.00% 0.00% Below 5 5-10 No. of Consumers 10-15 Above 15 22.67% 13.33%

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 Potato chips Mad Angles Hatke Jhatke Focus variants(Tedhe Medhe) All the above Total Response of Respondents 41 18 3 2 11 75 Percentage Analysis 54.7 24.0 4.0 2.7 14.7 100.0

Table 5: VARIANTS LIKE TO SELL MOSTLY

Variants sold most in retail outlets

14.67% 2.67% Variants 4% 24% 54.67% All the above Focus variants(Tedhe Medhe) Hatke Jhatke Mad Angles Potato chips

0.00%

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

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 Premium salted Red Chilli Bijili Spicy Masala Remix Fiery Red Tomato Juicy Tomato Ketchup International cream onion Mad Angles Chilli Dhamaka Mad Angles Tomato Mischeif Mad Angles Achari Masti Hatke Jhatke Funky Masala Hatke Jhatke Tomato Twist Focus Variant(Tedhe Medhe) Very satisfied
76 60 62.7 46.7 54.7 34.7 37.3 41.3 34.7 20 18.7 12

Satisfied
18.6 30.6 25.3 44 38.7 52 30.7 30.7 29.3 28 21.3 26.7

Neutral
0 4 6.7 4 4 9.3 16 13.3 13.4 22.7 26.7 42.7

Dissatisfied
2.7 2.7 5.3 4 1.3 1.3 13.3 14.7 21.3 24 25.3 9.3

Very Dissatisfied
2.7 2.7 0 1.3 1.3 2.7 2.7 0 1.3 5.3 8 9.3

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

80 76 70 60 50 40 30 20 10 0 Very satisfied Satisfied Neutral Dissatisfied Very Dissatisfied 62.7 60 54.7 46.7 41.3 37.3 34.7 34.7 Premium salted Red Chilli Bijili 42.7 Spicy Masala Remix Fiery Red Tomato Juicy Tomato Ketchup International cream onion Mad Angles Chilli Dhamaka Mad Angles Tomato Mischeif Mad Angles Achari Masti

52 44 38.7 30.7 30.6 30.7 29.3 26.7 25.3 28 21.3 20 18.7 18.6 12

26.7 25.3 24 22.7 21.3 16 14.7 13.4 13.3 13.3 9.3 9.3 9.3 8 6.7 5.3 5.3 4 44 4 2.7 2.7 2.7 2.7 2.7 2.7 1.3 1.3 1.3 1.3 0 1.3 0 0

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 Once in a week Once in fortnight Once in a month Not at all Total Response of Respondents 57 12 5 1 75 Percentage Analysis 76.0 16.0 6.7 1.3 100.0

Table 7: FREQUENT VISIT OF SALES PERSON

Salesperson Visit in Percentages

80% 70% 60% 50% 40% 30% 20% 10% 0% Once in a week Once in fortnight Once in a month Not at all 16% 6.67% 1.33% Salesperson Visit in Percentages 76%

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 Yes No Total Response of Respondents 71 4 75 Percentage Analysis 94.7 5.3 100.0

Table 8: SATISFACTION LEVEL OF SALESPERSON SERVICE

Satisfaction Level with Salesperson to Retailer

5.33%

Yes No 94.67%

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 Within one day 2 to 5 days 5 and above Total Response of Respondents 40 34 1 75 Percentage Analysis 53.3 45.3 1.3 100.0

Table 9: DELIVERY TIME AFTER PLACING ORDER

Time taken to deliver the stock after placing order

5 and above

1.33%

2 to 5 days

45.33%

Delivery Time of Ordered Stock

Within one day

53.33%

0.00%

20.00%

40.00%

60.00%

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) Below Influential Nice Better Average Least 46.70% 2.70% 9.30% 20% 21.30% D&D Service 28% Delivery of Stock 18.70% Stock rotation within outlet 30.70% Scheme implementation 46.70% POP
Table 10: RATINGS OF SALESPERSON SERVICES

22.70% 26.60% 20% 28%

12% 10.70% 24% 16% 5.30% 9.30% 12% 24%

28% 13.30% 14.70% 9.30%

50.00% 46.70% 46.70% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 30.70% 28% 28%

22.70% 18.70% 20%

28% 26.60%

D&D Service Delivery of Stock Stock rotation within outlet Scheme implementation POP

24% 24% 20% 21.30% 14.70% 16% 13.30% 9.30% 9.30% 12% 12% 10.70% 9.30% 2.70% 5.30% Nice

Influential

Better

Below Average

Least

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 Yes No Total Response of Respondents 73 2 75 Percentage Analysis 97.3 2.7 100.0

Table 11: SATISFACTION LEVEL WITH PRICE OF BINGO

Satisfaction Level of Price on Bingo to Retailer

2.67%

Yes No 97.33%

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 Yes No Total Response of Respondents 71 4 75 Percentage Analysis 94.7 5.3 100.0

Table 12: ANY DISCOUNT PROVIDED TO THE RETAILER

Is there any discount provided by the company

5.33%

YES NO 94.67%

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 0-2% 3% 4% Above 5% Total Response of Respondents 3 17 54 1 75 Percentage Analysis 4.0 22.7 72.0 1.3 100.0

Table 13: DISCOUNT PERCENTAGES OFFERED

Discount Provided by Company to Retailer

80% 70% 60% 50% 40% 30% 20% 10% 0% 0-2% 3% 4% Above 5% 4% 1.33% 22.67% Discount Provided 72%

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 Yes No Total Response of Respondents 65 10 75 Percentage Analysis 86.7 13.3 100.0

Table 14: PROVIDING PROMOTIONAL ACTIVITIES

Were Promotional activities provided by Company

13.33% Yes No 86.67%

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 Fully agree Agree Neutral Disagree Total Response of Respondents 26 36 8 5 75 Percentage Analysis 34.7 48.0 10.7 6.7 100.0

Table 15: BINGO SCHEMES ARE ATTRACTIVE

Bingo! Schemes are Attractive

48% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Fully agree Agree Neutral Disagree 10.67% Satisfaction on Bingo! schemes 6.67% 34.67%

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 Lays Haldirams Other.local players Total Response of Respondents 50 21 4 75
Table 16: PERFECT COMPETITOR FOR BINGO

Percentage Analysis 66.7 28.0 5.3 100.0

Perfect Competitor for Bingo!

5.33%

Other....local players

Haldirams

28%

Competitor for Bingo!

Lays 0.00% 20.00% 40.00% 60.00%

66.67%

80.00%

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 Haldirams and other local players respectively.

17. Is others services are faster than Bingo Options Yes No Total Response of Respondents 62 13 75 Percentage Analysis 82.7 17.3 100.0

Table 17: SATISFACTION LEVEL OTHER SERVICES FASTER THAN BINGO

Are Other Services Faster

17.33% Yes No 82.67%

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 Yes No Total Response of Respondents 64 11 75 Percentage Analysis 85.3 14.7 100.0

Table 18: NEW SCHEMES PROVIDED BY OTHER COMPANIES SATISFACTION LEVEL

Are Schemes Provided by Other Companies

14.67% Yes No 85.33%

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 Excellent Good Average Worse Total Response of Respondents 20 40 13 2 75 Percentage Analysis 26.7 53.3 17.3 2.7 100.0

Table 19: SATISFACTION LEVEL ON THE SERVICES OF OTHER COMPANIES

Satisfaction level on Competitor Services

60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Excellent Good Average Worse 26.67% 17.33% Satisfaction level on Competitor Services 53.33%

2.67%

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 Regularly Rare Not at all Total Response of Respondents 39 30 6 75 Percentage Analysis 52.0 40.0 8.0 100.0

Table 20: OTHER COMPANIES OFFERING SCHEMS

How Other Companies are active in Offering Schemes

60% 50% 40% 30% 20% 10% 0% Regularly Rare Not at all 8% 52% 40% 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 youd like to eat/consume most?

Cumulative Percent 52.0 87.0 100.0

Valid

POTATO CHIPS NAMKEENS LOCAL MADE CHIPS Total

Frequency 52 35 13 100

Percent 52.0 35.0 13.0 100.0

Valid Percent 52.0 35.0 13.0 100.0

Table 21: SNACK FOODS CONSUMERS LIKE TO EAT

Snack foods consuming percentages

60% 52% 50% 40% 30% 20% 13% 10% 0% POTATO CHIPS NAMKEENS LOCAL MADE CHIPS 35% Snack foods consuming percentages

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

Cumulative Percent 89.0 100.0

Valid

YES NO Total

Frequency 89 11 100

Percent 89.0 11.0 100.0

Valid Percent 89.0 11.0 100.0

Table 22: PREFERENCE TO EAT BINGO

Do you like to prefer bingo to eat

11% Yes No 89%

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 youd like to prefer in Bingo!

Cumulative Percent 47.0 84.0 94.0 100.0

Valid

POTATO CHIPS MAD ANGLES HATKE JHATKE FOCUS VARIANT-TEDHE MEDHE Total

Frequency 47 37 10 6 100

Percent 47.0 37.0 10.0 6.0 100.0

Valid Percent 47.0 37.0 10.0 6.0 100.0

Table 23: VARIANTS MOSTLY PREFERRED IN BINGO

Variants mostly Satisfied Consumers

47% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 37%

10% 6%

Variants

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! Youd like to prefer most in Bingo!

Frequency Valid MRP 5/MRP 10/MRP 20/Total 51 39 10 100

Percent 51.0 39.0 10.0 100.0

Valid Percent 51.0 39.0 10.0 100.0

Cumulative Percent 51.0 90.0 100.0

Table 24: PRICE IN BINGO PREFERRED MOSTLY

Price that Consumer prefer to Buy Bingo!

60% 50% 40% 30% 20% 10% 0% MRP 5/MRP 10/MRP 20/10% Price prefer to buy mostly 51% 39%

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 Valid FRIENDS RELATIVES NEIGHBOR OTHERS Total 46 23 6 25 100

Percent 46.0 23.0 6.0 25.0 100.0

Valid Percent 46.0 23.0 6.0 25.0 100.0

Cumulative Percent 46.0 69.0 75.0 100.0

Table 25:PREFERRED TO EAT BINGO WITH

With Whom You Prefer to Eat Bingo!

OTHERS 25%

NEIGHBOR

6%

Preferences

RELATIVES

23%

FRIENDS

46% 0% 10% 20% 30% 40% 50%

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!

Cumulative Percent 32.0 54.0 81.0 100.0

Valid

PRICE EXTRA OFFERS QUANTITY AND QUALITY NONE OF THE ABOVE Total

Frequency 32 22 27 19 100

Percent 32.0 22.0 27.0 19.0 100.0

Valid Percent 32.0 22.0 27.0 19.0 100.0

Table 26:FEATURES IMPRESSED MOST IN BINGO

Features of Bingo!
NONE OF THE ABOVE 19% 27% Features of Bingo! EXTRA OFFERS 22%

QUANTITY AND QUALITY

PRICE 0% 10% 20% 30%

32% 40%

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!

Cumulative Percent 78.0 100.0

Valid

YES NO Total

Frequency 78 22 100

Percent 78.0 22.0 100.0

Valid Percent 78.0 22.0 100.0

Table 27:PREFERRED OTHER SNACK FOODS BEFORE

Do you like to Prefer Other Snack Foods

22% Yes No

78%

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
Cumulative Percent 21.0 65.0 70.0 77.0 100.0

Frequency Valid BINGO LAYS PARLE KURKURE HALDIRAMS Total 21 44 5 7 23 100

Percent 21.0 44.0 5.0 7.0 23.0 100.0

Valid Percent 21.0 44.0 5.0 7.0 23.0 100.0

Table 28:FIRST PREFERENCE LEVEL ON THE SNACK FOODS

First Preference Level to all Snack Foods

44% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% BINGO LAYS PARLE KURKURE HALDIRAMS 5% 7% 21% First Preference 23%

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

Cumulative Percent 33.0 42.0 50.0 100.0

Valid

QUALITY AND QUANTITY PRICE POPULARITY ALL THE ABOVE Total

Frequency 33 9 8 50 100

Percent 33.0 9.0 8.0 50.0 100.0

Valid Percent 33.0 9.0 8.0 50.0 100.0

Table 29: PREFERENCE CATEGORIES IN TAKING SNACK FOODS

Prefer Snack Foods through their...

60% 50% 50% 40% 30% 20% 9% 10% 0% QUALITY AND QUANTITY PRICE POPULARITY ALL THE ABOVE 8% 33%

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
Cumulative Percent 73.0 89.0 100.0

Valid

APPRECIATED UNAPPRECIATED NOT SURE Total

Frequency 73 16 11 100

Percent 73.0 16.0 11.0 100.0

Valid Percent 73.0 16.0 11.0 100.0

Table 30:APPRECIATED ADAPTATIONS THAT BINGO INTRODUCES

Adaptations that Bingo introducing are..

11% 16% APPRECIATED UNAPPRECIATED 73% 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
Cumulative Percent 51.0 92.0 100.0

Frequency Valid MAJOR REFORMS MINOR REFORMS NOT AT ALL Total 51 41 8 100

Percent 51.0 41.0 8.0 100.0

Valid Percent 51.0 41.0 8.0 100.0

Table 31: NEED OF REFORMS IN BINGO

Need of Reforms in Bingo!

8% MAJOR REFORMS 41% MINOR REFORMS 51% 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 42 24 22 12 100 Percent 42.0 24.0 22.0 12.0 100.0 Valid Percent 42.0 24.0 22.0 12.0 100.0 Cumulative Percent 42.0 66.0 88.0 100.0

Valid

QUALITY AND QUANTITY PACKAGING PROVIDING EXTRA OFFERS PROMOTIONAL ACTIVITIES Total

Table 32:REFORMS IN WHICH AREAS

Reforms in areas...
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% QUALITY AND QUANTITY PACKAGING PROVIDING PROMOTIONAL EXTRA OFFERS ACTIVITIES 12% 24% 22% Reforms in areas 42%

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

Cumulative Percent 45.0 83.0 88.0 100.0

Valid

IMPROVING A LOT GETTING BETTER GETTING WORSE STAYING THE SAME Total

Frequency 45 38 5 12 100

Percent 45.0 38.0 5.0 12.0 100.0

Valid Percent 45.0 38.0 5.0 12.0 100.0

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

Preferences towards Bingo! Day-by-Day

45% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% IMPROVING A LOT GETTING BETTER GETTING WORSE STAYING THE SAME 5% 12% Preference 38%

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
Cumulative Percent 21.0 82.0 98.0 100.0

Frequency Valid FAIR GOOD EXCELLENT SUPERB Total 21 61 16 2 100

Percent 21.0 61.0 16.0 2.0 100.0

Valid Percent 21.0 61.0 16.0 2.0 100.0

Table 34:RATING BINGO

Rate Bingo!
70% 61% 60% 50% 40% 30% 21% 20% 10% 2% 0% FAIR GOOD EXCELLENT SUPERB 16% 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

Cumulative Percent 94.0 100.0

Valid

YES NO Total

Frequency 94 6 100

Percent 94.0 6.0 100.0

Valid Percent 94.0 6.0 100.0

Table 35: IMPRESSION TOWARDS ADVERTISEMENTS

Is Advertisement of Bingo! Impressive...

6%

Yes 94% 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 92 4 4 100 Percent 92.0 4.0 4.0 100.0 Valid Percent 92.0 4.0 4.0 100.0 Cumulative Percent 92.0 96.0 100.0

Valid

GOOD IDEA BAD IDEA NOT SURE Total

Table 36:IDEA IN MODIFICATIONS TO PROMOTIONAL ACTIVITIES

Idea of Modifying Promotional Activities *New Style of Packaging *Effective Advertisement *Color of the Packet
4% 4% GOOD IDEA BAD IDEA 92%

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

Cumulative Percent 51.0 77.0 84.0 100.0

Valid

LAYS HALDIRAMS HATKE JHATKE PARLE KURKURE Total

Frequency 51 26 7 16 100

Percent 51.0 26.0 7.0 16.0 100.0

Valid Percent 51.0 26.0 7.0 16.0 100.0

Table 37:BEFORE BINGO CONSUMING SNACKFOODS

Befor Bingo! which Snackfood you Preferred

60% 51% 50% 40% 26% 30% 16% 20% 10% 0% LAYS HALDIRAMS HALKE FULKE PARLE KURKURE 7% 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
Cumulative Percent 18.0 60.0 93.0 94.0 100.0

Valid

VERY SATISFIED SATISFIED NEUTRAL DISSATISFIED VERY DISSATISFIED Total

Frequency 18 42 33 1 6 100

Percent 18.0 42.0 33.0 1.0 6.0 100.0

Valid Percent 18.0 42.0 33.0 1.0 6.0 100.0

Table 38:SATISFACTION LEVEL IN EFFORT OF REACHING CONSUMERS

Satisfaction Levels on reaching consumers effectively

50% 40% 30% 20% 10% 0% 42% 33% 18% 1% 6% 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
Cumulative Percent 3.0 33.0 79.0 95.0 100.0

Valid

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

Frequency 3 30 46 16 5 100

Percent 3.0 30.0 46.0 16.0 5.0 100.0

Valid Percent 3.0 30.0 46.0 16.0 5.0 100.0

Table 39:AGE

Age
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% BELOW 10 10-20 20-30 30-40 40 AND ABOVE 3% 5% 16% 30% Age Group 46%

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
Cumulative Percent 56.0 100.0

Valid

MALE FEMALE Total

Frequency 56 44 100

Percent 56.0 44.0 100.0

Valid Percent 56.0 44.0 100.0

Table 40:GENDER

Gender

44% Male Female

56%

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
Cumulative Percent 48.0 68.0 92.0 100.0

Valid

STUDENT BUSINESS MAN EMPLOYEE OTHERS Total

Frequency 48 20 24 8 100

Percent 48.0 20.0 24.0 8.0 100.0

Valid Percent 48.0 20.0 24.0 8.0 100.0

Table 41:OCCUPATION

Occupation
60% 50% 40% 30% 20% 20% 10% 0% STUDENT BUSINESS MAN EMPLOYEE OTHERS 8% 48%

Occupation 24%

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 talk c. Advertising d. Others (Please Specify.) 2. Usually how many times you order for Bingo! in a month a. Once b. Twice c. Thrice d. Four and Above 3. Average sales turnover from your outlet. a. Below 500 b. 500-1500 c. 1500-3000 d. Above 3000 4. Average number of consumers visiting for Bingo! daily to you outlet a. Below 5 b. 5-10 c. 10-15 d. Above 15 5. Which variants you would like to sell mostly a. Potato chips b. Mad Angles c. Hatke Jhatke d. Focus variants Tedhe Medhe e. All the above

6. Your satisfaction level with the with reference to following products of ITC`s Bingo!
Variant Name Premium salted Red Chilli Bijili Spicy Masala Remix Fiery Red Tomato Juicy Tomato Ketchup International cream onion Mad Angles Chilli Dhamaka Mad Angles Tomato Mischeif Mad Angles Achari Masti Hatke Jhatke Funky Masala Very satisfied Satisfied Neutral Dissatisfied Very Dissatisfied

Hatke Jhatke Tomato Twist Focus Variant(Tedhe Medhe)

Bingo Service
7. How frequently salesperson visit your outlet a. Once in a week b. Once in 15days c. Once in a month d. Not at all 8. Are you satisfied with your salesperson service a. Yes b. No 9. How much time it will take for delivery after you place order a. Within one day b. 2 to 5 days c. 5 and above 10. Rate the following salesperson service on 5 scale.(1 being most influential and 5 the least) a. D&D service b. Delivery of stock c. Stock rotation within outlet d. Scheme implementation e. Requirements(such as giving holding, racks etc..) PRICING 11. Are you satisfied about the price provided to you from the company a. Yes b. No. c. If No why. 12. Is there any discount provided to you for buying certain amount of stock a. Yes b. No. i. If yes.. 13. How much discount are you getting from the company a. 0-2% b. 3% c. 4% d. Above 5%

PROMOTIONAL STRATEGIES 14. Is company providing any promotional activities to increase sales in your outlet a. Yes b. No c. if yes. Mark the below options Holdings Racks Posters Others 15. Bingo! schemes are attractive!!!..........Justify this a. Fully agree b. Agree c. Neutral d. Disagree e. Fully disagree COMPETITIVE ADVANTAGE 16. Which is the perfect competitor to Bingo! a. Lays b. Haldirams c. Others local players 17. Is other services are faster than Bingo! a. Yes b. No 18. Is there any new schemes provided by other companies a. Yes b. No i. If yes mark the following Discounts Special Offers 19. How fast will be their services compared to Bingo! a. Excellent b. Good c. Average d. Worse 20. How active other companies are in offering schemes a. Regularly b. 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 the degree of POST GRADUATION DIPLOMA IN MANAGEMENT. So kindly give your response to these questions:QUESTIONNAIRE 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 youd like to eat/consume most? a. Potato Chips b. Namkeens c. Local made chips 23. Do you like to prefer bingo! to eat a. Yes b. No 24. Which kind of product youd 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! Youd 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 Haldirams Halke Fulke Parle smart chips Others 29. Please mention your first preference level on the snack foods below by numbering Bingo! Lays Parle Kurkure Haldirams 30. 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 sure 32. 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 all

33. 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 a. Yes b. 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 30-40 Gender: Male Occupation: Student Others

10-20 40 and above Female Business man

20-30

Employee

Thank you for your participation

BIBILOGRAPHY
Marketing Management, Philip Kotler and Kevin Lane Keller, 12th 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