Launching with a range of 16 flavours seems quixotic for a market dominated by Frito-Lay - especially since tobacco-major-turned-FMCG-player ITC’s previous attempt at snacking, Bischips, failed to make any impression. Frito-Lay, on the other hand, cracked India’s US$500 million organised snack food market with a range of potato chips and Kurkure, an indigenously-developed brand catering to local tastes.
However, Bingo has gained ground in a remarkably short time, in a market with a strong leader and several local players like Balaji, Chandu’s and Haldiram gunning for a countrywide market. While admitting that there are many geographies yet to be reached, Hemant Malik, head of marketing, ITC Foods, says: “Bingo already has 10 per cent share of all urban and rural markets in which we are present. When I look at the outlets where we are present, it’s an astonishing 30 per cent, increasing month-on-month.”
In key markets in South India like Chennai, Bangalore and Coimbatore, Bingo even boasts of leadership, cornering 53 per cent to 54 per cent share.
Bingo’s launch was preceded by extensive research. ITC Foods found that Indian consumers crave variety and desire a crisper chip. ITC Foods’ CEO Ravi Naware says the variety came from consumer penchant for trying out different falvour combinations.
Malik points out that ITC came up with unique flavours for Bingo, like aachar (pickle) and paneer tikka (spiced cottage cheese).”
Bingo also broke down cumbersome Indian snacks into a more convenient format - the rationale behind Bingo’s Mad Angles variant. In addition, ITC was able to leverage its extensive distribution network, including vendors of cigarettes and betel leaf (paan). And yet it was not content to rest on its laurels - Malik says hundreds of salesmen were hired for Bingo.
Naware is particularly proud of the plastic moulded display shelves for the range at the point-of-sale: “Such has been the impact that shopkeepers have been chasing us to stock the product.”
Malik feels these shelves, which took almost 18 months to develop, have given the brand an edge. Apart from ITC’s pedigree, the multi-flavour strategy displayed the company’s seriousness of intent to the trade. “My simple ‘3R’ principle is range, racks and making the brand rock!” he says.
The last aspect refers to Bingo’s advertising, among the most popular and talked-about campaigns of the last year. Created by Ogilvy Bangalore, the ads feature bizarre, edgy humour frequently built around non sequiturs, in addition to integrating an online and mobile component. Malik acknowledges the campaign was risky: “We had to do something groundbreaking and we took our chances,” he notes.
Research showed the campaign would work given some weight, and ITC was willing to give it the time needed. “The brief was that people need to feel proud to carry packs. We targeted youth since they have a wider acceptance of different humour,” Malik says.
The website, modelled after an interactive campus, was an integral part of the marketing strategy; it is advertised on all packs, which were printed four months before launch. ITC says it has 20 new flavours for Bingo waiting in the wings — as well as a new, even more interactive website.
