That was the story of launch and then what became important was to connect with consumers across the country. Here also ITC Foods resorted a totally different strategy. “Since it was a low price food product we wanted to connect it with the local taste and culture. But the connection was supposed to be delivered in a very funny way” explains Malvika. So they rolled out different ads for Leh Ladakh and Gujurat. The mission was that by the time Bingo reaches every corner of the country, denizens of that locality should be aware of what exactly Bingo stands for. But, that was not adequate to shake the pillars of Big daddy FritoLay and hence the company started proliferating its product portfolio to give Bingo a multi-flavour touch.
And this strategy needed to be conveyed well. “So our ads started focusing on the quality of the product and of course we wanted to do it with a fun factor. Because we believed in a product like Bingo, it was always easier to connect with consumers through comedy,” explains Ravi.
Well, highlihting the key factors of Bingo like its crunchiness, and its availibility in wide variants was the key focus of the ads. Unlike other food ventures, here ITC didn’t resort to oomph of Bollywood stars and instead fun factor did the trick. Moreover, the company also believed that the fun factor is faded away in the sheen of Bollywood stars. Explains Malvika, “The product differentiating factor was very well established through fun and no brand ambassador could have done it so well.”
So, what’s next? The commercial might start a trend of ads targeted towards specific states. But even if it does not, we hope Bingo has yummy times ahead without any confusion and the combination of innovative taste with comedy ads continues to be the success recipe for ITC Foods.
And this strategy needed to be conveyed well. “So our ads started focusing on the quality of the product and of course we wanted to do it with a fun factor. Because we believed in a product like Bingo, it was always easier to connect with consumers through comedy,” explains Ravi.
Well, highlihting the key factors of Bingo like its crunchiness, and its availibility in wide variants was the key focus of the ads. Unlike other food ventures, here ITC didn’t resort to oomph of Bollywood stars and instead fun factor did the trick. Moreover, the company also believed that the fun factor is faded away in the sheen of Bollywood stars. Explains Malvika, “The product differentiating factor was very well established through fun and no brand ambassador could have done it so well.”
So, what’s next? The commercial might start a trend of ads targeted towards specific states. But even if it does not, we hope Bingo has yummy times ahead without any confusion and the combination of innovative taste with comedy ads continues to be the success recipe for ITC Foods.
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
4 comments:
IIPM (Indian Institute of Planning and Management) was founded in 1973 by Mr. M. K. Chaudhari
IIPM Ranking/Rankings in b school in the New Delhi and also across India are the best of best
Professor Arindam Chaudhuri is the dean of IIPM, he is an Eminent Author, he has written an interesting book 'COUNT YOUR CHICKENS BEFORE THEY HATCH'
IIPM - The Indian Institute of Planning and Management is one of the high ranking management education institute in the India.
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