| Author | Majumdar, Aritra |
| Note | A project study submitted in partial fulfillment of the requirement for the degree of
Master of Business Administration in Marketing, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | In March 2007, Bingo! was launched in India and added ITC’s foray into the fast
growing branded snack foods segment. Bingo’s portfolio includes an array of
products in both Potato Chips & Finger Snacks segment. They made flavours keeping
in mind the taste of the Indian consumers. They also innovated some new flavours
and products other than the Indian flavours to experiment with the Indian market.
After the launch of Bingo in 4 years it had gained a very poor amount of market share
in the Indian Snack industry, in spite of having a very good brand image of ITC in the
Indian market.
By doing a marketing research of Bingo and its competitors, many reasons and factors
came out which showed why Bingo was struggling to gain market share in the Indian
snack industry.
The issues of Bingo discussed will help understand the challenges faced by Bingo and
also investigate the probable solutions in order to overcome those challenges. |
| Year | 2011 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in Marketing |
| Chairperson(s) | Zee, Rian Beise; |
| Examination Committee(s) | Badir, Yuosre;Sununta Siengthai ; |
| Scholarship Donor(s) | AIT Fellowship; |