MM II - Group 1.pptx

8/19/2019 MM II - Group 1.pptx

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I T C ’ s Bi ngo !I nd ust r y d r i v e r s, P o si t i o ni ng

Gr o up 1 Ak hi l e sh S ( U 10 8 0 0 6 ) Ar c hana C ( U 10 8 0 12 )

Gaur av Gar g ( U 10 8 0 19 ) P al ur i Apar na ( U 10 8 0 3 )

P r av e e n ! " ( U 10 8 0 #0 ) Sr i $ har % aushi k ( U 10 8 0 & #)


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Contents

'nro$ucion1

arkeing * !esearch +,-ecive2

3 .ualiaive !esearch

4

5

.uaniaive !esearch

Conclusion


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Diversified Presence

Cigarees

oels

Paper

Packaging

Agri:usiness

Package$ ;oo$ * Con


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Bingo!

Arra o< pro$ucs in,oh Poao Chips *;inger Snacks

seg7enran$e$ snack

7arke gro>ing a30? ever ear


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fferings fro Bingo!

'niial +


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T"rget Custoers

pe Bouh


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LOGO $"r%et Position of

Bingo!

he 'n$ian Snack 'n$usr is a,ou 2&00 crores

arke Share as on ece7,er 2008


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$"r%eting b&ective

Posiioning o< ingoD in he snack


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'ese"rc( b&ective

;in$ ke $riving


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)ey Infor"tion Are"s

Consu7er Pro


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*"ri"b+es

Consu7er Pro


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'ese"rc( $et(odo+ogy

.ualiaive ;ocus Group iscussion (8 7e7,ers) E 1

• Se7i:srucure$ Fuesion paern

'n:$eph 'nervie>s ('n$ivi$ual) E 10• Se7i:srucure$ Fuesion paern

his $aa is no use$


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'ese"rc( $et(odo+ogy

.uaniaive Surve .uesionnaire

• Sa7ple si/e E 11&

• Age group o< sa7ple E e>een 1& o #0 ears• Pilo su$ >ih 20 respon$ens >as $one ,e


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LOGO ,u"+it"tive 'ese"rc( -

./DGroup Pro


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LOGO ,u"+it"tive 'ese"rc( -

./D+A

Snack 'n$usr EChips * ;inger Snack 'n$usr E @as


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,u"+it"tive 'ese"rc(

'neresing


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LOGO In-De#t( Intervie0

-n"#s(ots

Su$ens E # ase is an i7poran crieria

• "arie o<


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Intervie0 n"#s(ots

ParensE 3

he 7ainl see7 o ,u


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Intervie0 n"#s(ots

orking pro


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, u"nt i t "t i v e An"+ y si s


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D"t" An"+ysis

Consu7er Pro


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'es#ondent Profi+e

Su$enJ #6?

Govern7en K7ploeeJ ?Privae K7ploeeJ 1?

Sel< K7ploe$J 1&?Un K7ploe$J 3?

o7e akerJ 11?

ccu#"tion

L18 earsJ 1#?

19:2& earsJ 63? 26:#0 earsJ 23?

Age Distribution

ase 11&

ase 11&


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0 10 20 30 #0 &0 60

2e"+t( Conciousness

iscuiesCake

ChaChips

Chocolaes;ruis

'ce:crea7a7keen

0

20

#0

60

80

100

120

89

6661

96

6# 1 68

#

10&

6

3#

96

82

6# 6

Pre


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S>ee il$ ;lavours Spic


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Br"nd A0"reness

@asJ 10

ingoJ 33

al$ira7sJ &8

%urkureJ #9

T$A 90 ou o< 11& respon$ens


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'e+i"bi+ity t"tistics

Cronb"c(’s A+#(" of Ites

67869 :


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;T An"+ysis


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;T An"+ysis - Bingo

Packe conens are licka,leha he packe is perceive$ o conain less air ' is ,ake$ an$ no


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="cc"rd An"+ysis

e have i$eni


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'egression An"+ysis


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>niv"ri"te An"+ysis

ase

@as scores ,eer >ih 7a-ori,e>een scores o< # * &= >hile ingo,or$ers on scores o< 3 * #4 ence@as is perceive$ o ,e o< ,eerase4

1

2

3#

&

0

20

#0

T"ste

%urkure

al$ira7s

ingo

@as

1

2

3#

&

0

20

#0

Av"i+"bi+ity

%urkure

al$ira7s

ingo

@as

Availa,ili

@as lea$s , a huge 7argin=ingo is srong >ih 30? raing i a3 an$ #0? raing i a #

ase 11&


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>niv"ri"te An"+ysis

"alue

al$ira7s * @as are in closeco7peiion in his crieria

1

2

3#

&

0

20

#0

,u"+ity

%urkure

al$ira7s

ingo

@as

1

2

3#

&

0

20

#0

*"+ue

%urkure

al$ira7s

ingo

@as

.uali

@as lea$s here >ih ingo co7ingup in secon$ place4

ase 11&


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LOGO ?v"+u"ting Bingo’s AD

content

ase 101


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" A$J ##?

or$ o< ouhJ 2?

ispla on shopJ 29?

.irst (e"rd of Bingo fro

ase 106


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Biv"ri"te An"+ysis

Co+un1 A++ o C(i+dren for C(i+dren

Pro7oion & 20 3

A$verise7en 63 22 #1

Packaging 0 2& #&

ase 11&


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LOGO Age vs7 T"ste

Br"nd-0ise

@as ingo al$ira7 %urkure0?

10?

20?

30?

#0?

&0?

60?

0?

80?

90?

100?

2&:#0 ears

19:2& ears

N18 ears

ase 6& ase 6& ase #& ase 26


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LOGO Incoe vs7 *"+ue

Br"nd-0ise

@asO"alue ingoO"alue al$ira7Ovalue %urkureO"alue0?

10?

20?

30?

#0?

&0?

60?

0?

80?

90?

100?

N 6 lac

#:6 lac

2:# lac

L 2 lac

ase # ase ase &8 ase 1&


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LOGO Bingo Preference vs7

ccu#"tion

0&

101&202&303&#0

All

Su$en

orking A$ul

ase 36ase 22ase 31


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Conc+usion

he $riving


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Conc+usion77 Contd7

Co7peiive A$vanage o< ingoD

' is perceive$ o conain less air $ue o heshape an$ si/e o< he >a


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LOGO

Conc+usion77 Contd7

;ro7 in:$eph inervie>s

@o o< people preeepe o< snacks

ingo can eQplore his seg7eningo has no rie$ an pro7oional os= i >as o,serve$ ha i is a

goo$ >a o reach ki$s hrough pro7oionalo


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Thank You !

Documents

MM II - Group 1.pptx