Marketing research is defined as the systematic and objective identification, collection,

analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing. 1) Identification: Involves defining the marketing research problem (or opportunity) and determining the information that is needed to address it. 2) Collection: Data must be obtained from relevant sources. 3) Analysis: Data are analyzed, interpreted, and inferences are drawn. 4) Dissemination of information: The findings, implications, and

recommendations are provided in a format that makes this information actionable and directly useful as an input into decision-making.

Marketing Research
Used to identify and define market opportunities and problems Generate, refine, and evaluate marketing performance Improve understanding of marketing as a process Monitor marketing performance

A Classification of Marketing Research

Marketing Research

Problem Identification Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research

Problem Solving Research

Segmentation Research Product Research Promotion Research Distribution Research

Steps involved in the marketing research process are: -

1) Problem definition: Defining the marketing research problem to be addressed is the most important step because all other steps will be based on this definition. 2) Developing an approach to the problem: Development of a broad specification of how the problem will be addressed allows the researcher to break the problem into salient issues and manageable pieces. 3) Research design formulation: A framework for conducting the marketing research project that specifies the procedures necessary for obtaining the required information. It details the statistical methodology needed to solve the problem and thus the data requirements needed from data collection. 4) Fieldwork or data collection: A field force (personal interviewing, phone, mail, or electronic surveys) gathers project data. Although seemingly trivial in nature, to obtain meaningful results field workers must be accurate and thorough in data collection. 5) Data preparation and analysis: The editing, coding, transcription, and verification of data allow researchers to derive meaning from the data. 6) Report preparation and presentation: The findings are communicated to the client. The report should address the specific research questions identified in the problem definition, describe the approach, the research design, data collection and the data analysis procedures adopted, and present the results and the major findings.

Marketing research provides the information for decision makers at each step of the marketing decision process. It is the goal of marketing research to provide relevant,

accurate, reliable, valid, and current information to management in order to facilitate managerial decisions. Each of these characteristics can be defined for as: Information that is relevant addresses the problem or issue being Information that is accurate, correct, and precise. Information that is reliable, and originates from competent, trustworthy Information that is valid and is applicable to the problem at hand. Information that is current is timely and up-to-date for both the industry

investigated. sources.

and issue under consideration. There are two types of market research suppliers Internal suppliera marketing research department located within the firm where all the marketing research staff members are employees of the firm. Most major corporations have their own marketing research departments. External supplierresearch suppliers that are not a part of the firm. The external supplier may offer the entire range of marketing services including problem definition, developing an approach, questionnaire design, sampling, data collection, data analysis, interpretation, and report preparation and presentation. Services offered by a full-service marketing research supplier are: 1) Syndicated services: Offered by research organizations that provide information from a common database to different firms that subscribe to their services. 2) Standardized services: Research studies conducted for different client firms but always in the same way. 3) Customized services: Offer a wide variety of marketing research services

Customized or tailor-made to suit the specific needs of a particular client.

4)

Internet services: Offered by firms that have specialized in conducting

marketing research on the Internet.

Services offered by a limited-service marketing research supplier are:

1) Coding and data entry services: The supplier will take the administered questionnaires, edit them, develop a coding scheme, and transcribe the data onto diskettes or magnetic tapes for input into the computer. 2) Analytical services: These services include questionnaire design and pre testing, determining the best means of collecting data, sampling plans, and other aspects of the research design. 3) Data analysis services: Offer sophisticated data analysis using multivariate techniques. 4) Branded product and services: Consist of specialized data collection and analysis procedures developed to address specific types of marketing research problems.

CHAPTER-1

INTRODUCTION

1.1 GENERAL INTRODUCTION

The project purports to decipher the satisfaction level as well as the preferences of consumers pertaining to the various flavours of BINGO- a new range of savoury snacks launched by ITC. We aim to analyse the success, marketability and future growth prospects of BINGO. We also intend to study the spending habits and motivation of consumers for buying snacks. Basically we intend to find out the most popular flavour of BINGO in the market from our sample. Snacks as such are a very minor part of the food processing industry because snacks sector is largely unorganised. Here we will also look into the market trends in snacks over the years. For this a survey was conducted in Delhi where respondents were asked to fill a questionnaire. The data was collected and analysed to obtain conclusions. This report carries an introduction of the company profile, detail of the methodology followed detailed data analysis and the results so obtained with the variety of graphs along with given.

1.2

OBJECTIVES OF THE STUDY

1. To study the snacks industry as a part of food processing industry. 2. To study the company profile of ITC Ltd the makers of BINGO. 3. To study the trends in snacks industry. 4. To analyse and interpret the results of sample collected. 5. To determine the future course of action by ITC. 6. To find conclusions to our project.

1.3 INDUSTRY PROFILE OF INDIAN FOOD PROCESSING INDUSTRY

A)

Indian Food Processing Industry

Food processing industry in India is a sunrise sector that has gained prominence in the recent years. Availability of raw materials, changing lifestyles and relaxation in policies has given a considerable push to the industrys growth. This sector is among the few that serves as a vital link between the agriculture and industrial segments of the economy. Strengthening this link is of critical importance to improve the value of agricultural produce; ensure remunerative prices to farmers and at the same time create favorable demand for Indian agricultural products in the world market. A thrust to the food processing sector implies significant development of the agriculture sector and ensures value addition to it.

Ministry of Food Processing Industries

The Ministry was set up in 1998 and the industry segments that come under its purview are:

Fruit & Vegetable processing (including freezing and dehydration) Grain Processing Processing of Fish (including canning and freezing) Processing and refrigeration of certain agricultural products, dairy

products, poultry and eggs, meat and meat products

Industries related to bread, oilseeds, meals (edible), breakfast foods,

biscuits, confectionery, savory snacks, malt extract, protein isolate, high protein food, weaning food and extruded food products (including other ready-to-eat foods)

Beer, including non-alcoholic beer Alcoholic drinks from non-molasses base Aerated water and soft drinks Specialized packaging for food processing industries.

The Ministry of Food Processing Industries, GoI, has estimated the size of the Indian food market at US$ 191 bn (Rs 8,600 bn). The processed food market is projected to be over US$ 100 bn, of which the primarily processed food market accounts for 60%, while the value-added processed food market is around 40%.

The average annual growth of the food processing industry has been around 8% between FY01-FY06. The segments that have driven the growth are the beverages and meat & meat products and processed fish sectors. The food processing industry in India has a share of 1.5% in the total GDP of the country, and as part of total manufacturing accounts for 9%. Indias share in world trade in respect of processed food is about 1.6%. An extensive and highly fragmented industry, the food processing sector largely comprises of the following sub-segments: fruits & vegetables, milk and milk products, beer & alcoholic beverages, meat and poultry, marine products, grain processing, packaged/convenience food and packaged drinks. A large number of players in this industry are small sized companies, and are largely concentrated in the unorganized segment. This segment accounts for more than 70% of the output in volume terms and 50% in value terms. However, though the organized sector is comparatively small, it is growing at a much faster pace

B) INDIAN SNACKS INDUSTRY An Overview

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 tonnes 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 savouries are sold across India. The branded snacks are sold at least 25% higher than the unbranded products. Savoury 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.

C) SWOT Analysis of Snacks Industry

rn In t e

al

S S W W
l

Things the company does well. Things the company does well.

Things the company does not do well. Things the company does not do well. Conditions in the external environment Conditions in the external environment that favor strengths. that favor strengths. Conditions in the external environment Conditions in the external environment that do not relate to existing strengths or that do not relate to existing strengths or favor areas of current weakness. favor areas of current weakness.

na ter Ex

O O T T

Strengths:
Believe on the customer satisfaction. ITC has a broader product line and outstanding reputation. Record revenues and increasing market share Great brands, strong distribution, innovative capabilities popular with younger people, wide array of brands ITC has a big share, popular, well know by customers, hire celebrities for Company has good market share in Jaipur

promotion

Company has a Brand Equity among Consumers. ITC is a well-established co., so it has a good reputation in the market. Presence of well-known brands in FMCG sector Abundant availability of raw material

Weaknesses:
No provision for regular replacement of damage of packets. Distribution is not proper so we can say not justified. Non-fulfillment of commitments on time, made to shopkeepers. Incompetent salesman who do not give the schemes in the market regularly. Unavailability of various demanded flavors like American lays, uncle chips. Not proper control over distribution network Low availability of adequate infrastructural facilities Inefficient supply chain due to a large number of intermediaries

Opportunities:
Increase the coverage areas. Increase market share by improving service Increase the target consumer every year. Company can go for more Monopoly counters. May tie up or liaison with major showrooms, computer centers & restaurant. Huge publicity of Bingo has created a lot of demand. Company has brand equity in the eyes of customers, so its new products can easily penetrates in the market. Untapped rural market. Rising income levels, i.e. increase in purchasing power of consumers water related products, soft drinks, energy drinks

Threats:
Distributors are reducing in Jaipur city. Constant competition with Lays. Other snacks companies (i.e Parle, Diamond etc) are increasing competition. Decline in market reputation due to ineffectiveness & declaring service. Aggressive marketing strategies of Lays. Threat of competitors new brand entry in the market in near future. High taxation High packaging cost

CHAPTER-2

PROFILE OF THE ORGANIZATION: ITC Ltd.

ITC LIMITED
A) Establishment:
Incorporated on 24 August 1910 as the Imperial Tobacco Company of India Limited, the company's name was changed to ITC Limited in 1974. Rated among the 'World's Best Big Companies' by Forbes magazine, ITC ranks third on all major profit parameters among India's private sector corporations. ITC employs over 20,000 people at more than 60 locations across India. It has a turnover of $3 billion.

B) Growth and Diversification:

ITC is one of India's foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 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 also ranks among India's top 10 `Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. 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 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 practises 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 $ 2.8 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 Limited, is aggressively pursuing emerging opportunities in providing end-to-end IT solutions, including e-enabled services and business process outsourcing. 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 21,000 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, 88,000 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."

BRANDS OF ITC

Advertisement and Add Concept:

Advertisements are cost effective means to communicate messages and ideas to build brand preferences and awareness and it is one of the most important tools which a company uses to direct persuasive communication to directive buyers in public or to educated people to avoid hard drink and so on. The basic objective of advertising is sales promotion sales promotion expenditure have been increasing as a percent of budget expenditure annually and the growth is likely to continue in future. Celebrities signed by the ITC Ltd. are as follows:

Cricketers
Sachin Tendulkar Yuvraj Singh

Cine Stars
Shahrukh Soha Ali khan Deepika Padukone Ileana Hrithik Roshan

ITC Involved in Following Businesses:

Cigarettes
W. D. & H. O. Wills, Gold Flake Kings, Gold Flake Premium, Navy Cut Insignia India Kings Classic (Verve, Menthol, Menthol Rush, Regular, Mild & Ultra Mild) 555,Benson & Hedges Silk Cut Scissors Capstan Berkeley Bristol Lucky Strike Players Flake

Foods
Ashirvaad Minto Sunfeast Candyman Bingo Yippee Sunfeast Pasta Biscuits Confectionery Noodles Snack Foods

Apparel
Wills Lifestyle John Players

Personal care
Fiama di Wills Vivel Essenza di Wills Superia Vivel di Wills

Stationery
Classmate Paperkraft

Safety Matches and Agarbattis

Ship iKno; Mangaldeep Aim brands

Hotels
Fortune Welcomheritage

COMPARATIVE ANALYSIS OF ITC BINGO V/S FRITO-LAYS CHIPS

PREMIUM SALTED

JUICY TOMATO KETCHUP

RED CHILLI BIJLI

SPICY MASALA REMIX

INTERNATIONAL CREAM & ONION

BRIDGES MAD ANGLE

CHILLI DHAMAKA TOMATO MISCHIEF

HATKE-JHATKE
FUNKY MASALA TOMATO TWIST

TEDHE-MEDHE

ABOUT BINGO!
The launch of Bingo! On 14th March 2007 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 with choice in terms of both formats and flavors. 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.The company has positioned this brand as a fun brand targeting at the youth.Bingo are in two types-Chips & mad angles. Bingo! Potato Chips the crunchiest potato chips Bingo! Potato Chips are all about irresistible combinations. They are a combination of crunchy potato chips along with yummy flavors. These flavors range from traditional favorites like Salted to innovative ones such as Red Chilli & Lime Pickle. Whats new? Bingo! Pickle Tickle: Some lemons remain lemons, the tastier ones become lime pickle. But the naughty pickled lemons escape the jar, mix with crunchy potato chips to tickle your taste buds! A bite of the mouth watering Bingo! Pickle Tickle Potato Chips with just the right spicy and sour flavor of pickled lime in crunchy potato chips. It will surely make the taste buds crave for more! Pickle Tickle is currently being launched in the Southern parts of India. Bingo! Mad Angles "har angles se Mmmm" One of the biggest successes from the Bingo! portfolio, Bingo! Mad Angles has carved a niche for itself in the consumers mind and is synonymous with the perfect triangular snack. A combination of innovative flavours on a traditional khakra base, Mad Angles is a snack that is true to taste and perfect flavour delivery as well as shape, making it a snack thats truly "har angles se Mmmm"

What's new? Bingo! brings you the chaat flavour that you can savour without having to stop by the "gali ka chaatwala". Let your fingers dive in to the perfect combination of the taste of fresh pudina, tangy tamarind, creamy yogurt and of course, the crunchiness of khakra triangles. Available in packs of Rs.5, Rs. 10 and Rs. 20, the new Bingo!

BRAND IDENTITY
A brand which is for the whole country by providing the customers with tastes (flavors) from all around India. Bingo identifies itself as a brand which is youthful, fun and colorful. The triangular shape of the chips makes it easily recognizable amongst the consumers.

WHATS IN THE NAME OF BINGO!

FRITO LAYS

Company Profile of Frito-Lays

Frito-Lay is the world's largest manufacturer and distributor of snack foods and is a wholly owned subsidiary of PepsiCo. Since its entry in India in 1989, PepsiCos snack foods division Frito Lay India (FLI) has become the clear leader in branded salty snack segment with popular brands like Lays, Kurkure, Uncle Chips, Cheetos and Lehar Namkeens. Frito Lays India produces its snacks at its state-of-the-art plants in Channo (Punjab), Pune (Maharashtra) and Sankrail (West Bengal). The company operates over 40 distribution centers that serve more than 2,500 active stockists, reaching approximately 1 million retail outlets that in turn make the product available at an arms length. 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.

WINNING FLAVOUR
Lays, the worlds and Indias No 1 potato chips brand from Frito-Lay India, is all set to provide some new lip smacking tastes to its consumers. The four short listed flavors from a whopping 1.3 million ideas came from four winning consumers, each of whom gets Rs 5 lakh for their dillogical flavor ideas. Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip Hop Honey & Chilly from a three-month long Give Us Your Delicious Flavor (GUYDF) campaign. The four flavors will be sold in the market across India for the next two months with the theme bachega sirf tastiest (survival of the tastiest). The flavor that elicits the maximum consumer votes will not only continue to stay in the market as the mega winner, but its ideator would be awarded a grand prize of Rs 50 lakh and 1% of sales revenue.

VARIANTS OF FRITO LAYS

CHIPS 1. Spanish tangy tomato 2. American cream and onion 3. Classic salted 4. Magic Masala

Kurkure 1.Masala munch 2. Chili chatka 3.Funjabi(rajma) 4. Rajhasthani

Uncle chips 1.Spicy treat 2. Chatpata Masala

Aliva 1.Special 2.Special tomato

3.ChachakaChinese 3.Special salted 4.Special mint

Winning flavors 5. Hip hop honey 6. Cheesy Mexicana 7. Tangy twist

5. Hyderabadi 6. Solid masti twist 7. Solid masti khattamittha 8. Dewana tomato desi beat 9. Flirty lime 10. Naughty tomato

8. Mastana mango

COMPETITION AMONG VARIANTS OF BINGO Vs LAYS

BINGO CHIPS 1. Spicy Masala remix 2. International cream onion 3. Juicy tomato ketchup 4. Red chili bingo 5. Premium salted Bridges 6. Mad angle tomato 7. Mad angle chili 8. Mad angle achari 9. Hatke-Jhatke Funky 10. Hatke-Jhatke Tomato 11. Tedhe-Medhe

LAYS CHIPS Chilly Mexicana American cream and onion Spanish tangy tomato Magic Masala Classic salted

Kurkure Dewana tomato Kurkure chili chatka Kurkure Rajhasthani Kurkure Funjabi Kurkure Naughty Tomato Kurkure Masala Munch

VARIANTS OF PARLE
CHIPS Tangy Tomato Classic salted Masala Masti Red Chilli Aloo Chat Cream and Onion FULLTOSS Green Mango Chatni Masala Munch Masala Kachori Tangy Pickle Jhalmuri

CALCULATION OF PRICE TO RETALIER (PTR) PTR =

MAXIMUM RETAIL PRICE ( MRP) 100 + % MARGIN

Main Competitors:

1. Frito-Lay Lays Kurkure Uncle Chipps Cheetos

2. Parle Full Toss

Comparison of Prices:
Product Price (ITC Ltd) Bingo Rs. 5 Rs. 10 Rs. 20 Product Price (Frito Lay) Lays Rs. 5 Rs. 10 Rs. 20 Uncle Chipps Rs. 10 Rs. 20 Kurkure Rs. 5 Rs. 10 Rs. 20 Product Price (Parle) Full Toss Rs. 5 Rs. 10 Rs. 20

Distribution Channel
Bingo
Total No. of distributors Total No. of salesmen Total routes/beats Area Covered 4 7 42 Jaipur

Lays
1 12 72 Jaipur

Parle
2 7 42 Jaipur

M.R.P.

P.T.R(Price To Retailer)
Bingo Lays 4.50Rs 9.00Rs 18.00Rs Parle 4.28Rs 8.56Rs 17.12Rs

5 Rs 10 Rs 20 Rs

4.46Rs 8.93Rs 17.86Rs

WEIGHT OF CHIPS
M.R.P. 5Rs Bingo 14g Lays 14g Parle 17g

10Rs 20Rs 30Rs

28g 66g -

28g 62g 110g

36g 84g -

FULLTOSS/TEDE MEDE/ KURKURE/CHATAKA PATAKA/KURRAM

M.R.P. 5Rs 10Rs 20Rs Bingo 30g 67.5g Lays 25g 55g 130g Parle 30g 50g 150g

On MAD ANGLES M.R.P. 5Rs 10Rs 20Rs Bingo 20g 50g 120g

Extra Schemes in the Brands

Parle Uncle Chips Bingo - 20% Extra - 33% Extra - 50% Extra(In Tedhe Medhe)

CHAPTER-3

STUDY OF SELECTED RESEARCH PROBLEM

STUDY OF SELECTED RESEARCH PROBLEM

3.1 STATEMENT OF RESEARCH PROBLEM
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. 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 flavours 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, our aim was to find out the most popular flavour of Bingo among all the offerings. We began our analysis by dividing people into those who like to eat snacks and those who dont. We based our study on the survey of people who like to eat snacks. This survey was conducted in Delhi. To collect the data we designed a questionnaire.

3.2 STATEMENT OF RESEARCH OBJECTIVES

The main objectives of our research were as follows: To find out what percentage of population likes to eat snacks. To find out which flavour of Bingo is most preferred. To analyse the reason for the popularity of the most preferred snack. To know the satisfaction level of people who eat Bingo. To find out how much people spend on snacks weekly.

 To find out the preferences of people for different brands.

3.3 RESEARCH DESIGN & METHODOLOGY

Research design is the basic framework which provides guidelines for the rest of research process. It specifies the methods for data collection and data analysis .In this research project we have used the survey method of data collection, to be more specific questionnaire method. We conducted a survey in Delhi. Out of the universe of 500 our sample size is 50. Respondents in the sample size were asked to fill the questionnaires to gather the data.

3.4 ANALYSIS OF DATA

In order to extract the meaningful information from the data collected an analysis of data is done using pie charts, bar graphs etc. The first objective of the research project is concerned with finding out what percentage of people likes to eat snacks. The pie chart given below is clear on the percentage of people who like to eat snacks. Out of 50 respondents 36 like to eat snacks while 14 dont.

n ,1 , o 4 2% 8

ys3, e, 6 7% 2

Our second objective is concerned with finding out which flavour of Bingo is most preferred.

Table showing the responses of people: Flavours Masala Potato chips Salted Potato chips Tomato Potato chips Chatkila Nimbu Achar Potato chips Tandoori Paneer Tikka Potato chips Mad Angles Tedhe Medhe Livewires Respondents (value) 3 1 3 1 3 22 1 2 Respondents (percentage) 8% 3% 8% 3% 8% 61% 3% 6%

3%

6%

8% 3% 8% 3% 8% Masala Potato chips Salted Potato Chips Tomato Potato chips Chatkila Nimbu Achar Potato Chips Tandoori Paneer Tikka potato chips Mad Angels Tedhe Medhe

61%

Livewires

The above table and pie chart shows the responses of the people. It is clear that Bingos Mad Angles dominates the market for Bingo. The second spot is shared by two flavours equallyMasala potato chips and Tandoori Paneer Tikka potato chips. Third most popular format of Bingo is Livewires and the fourth spot is shared by Salted Potato Chips, Chatkila Nimbu Achar potato chips and Tedhe Medhe.

The third objective was to analyse the reasons for the popularity of the most preferred flavour. For this the respondents were asked what do they like most about Bingo. Following pie chart shows their responses.

5% 13%

Taste Variety Quality Price Quantity Packaging

8%

47%

16% 11%

From the above pie chart we can see that people like the taste of Bingo the most i.e. they like to eat Mad Angles Because of its unique format and flavour.

Fourth objective was to find out how much people are satisfied with Bingo. Following pie chart shows the satisfaction level of people:

unsatisfied 17%

very satisfied 44%

somewhat satisfied 39%

 The fifth objective was to find out how much people spend weekly on snacks.
No.of people 25 20 15 10 5 0 Money Spent 5 20 Below 50 11 50-100 Above 100

From the above diagram it is clear that most people spend below Rs.50 on Snacks. And very small part of the sample spends more than Rs.100 on snacks weekly. Our sixth and last objective was to find out the preferences of people for different brands. Here, we aim to find out the most popular brand of snacks excluding Bingo.

14 12 10 No. of people 8 6 4 2 0

13 9 7 5 2 Snacks Brands

Lays Kurkure Uncle chips Pringles Haldirams namkeens

Grievance handling by DS

ITC LAYS PARLE

Total 180 190 95

Yes 133 155 76

No 47 35 19

IT C

7% 4 2% 6

Ys e N o

Factor of success for Bingo

F co o s c e s at r f uc s
1% 0

Ts a te 5% 5 3% 0 V ib /A a b is ility v ila ility Pricin /W h g eig t

Total Taste Consumers 453 99

Visibility/Availability Pricing/Weigh t 54 18

Others 9

In the above graph we can see that Frito Lays is the most popular brand among people followed by Uncle Chips and Kurkure. Next is Haldirams Namkeens. The least popular brand appears to be Pringles. It may be because Pringle is based on American recepies and tastes and the Indian public has not been able to warm up to the American tastes. Also, Pringles is imported which makes it a little more expensive than Indian snacks.

3.5 SUMMARY OF OTHER FINDINGS

16 people out of 36 people who like to eat snacks feel that as compared to other brands Bingo is much better. Other 12 feel that Bingo is somewhat better and 8 feel that Bingo is about the same as other brands. None feel that Bingo is somewhat worse or much worse than other brands.

When asked how often they eat Bingo 22 people said once a week or more often, 11 people said everyday and 3 people said 2-3 times a month.

3.6 RECOMMENDATIONS AND CONCLUSIONS

After conducting the survey we are in a position to say that ever since its launch Bingo as a preferred brand is on a rise. Although Frito Lays is the most popular brand Bingo has carved a niche for itself. Bingo is in the growth stage of its life cycle. Given more time it is capable of capturing a larger market share and giving tough competition to other brands. Overall people seem to be satisfied with Bingo.

APPENDIX

RESEARCH PROJECT ON THE STUDY OF BINGO

This is survey on Bingo for the partial fulfillment of the requirements for the awards the degree of MASTER OF BUSINESS ADMINISTRATION. So kindly give your response to these questions:

Questionnaire

Name: _______________________ Signature: ___________________

Age : ___________ Email: ______________________

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. Q1. Do you like to eat snacks? Yes No

Q2. Have you heard of ITCs BINGO? Yes No

Q3. Have you ever tried BINGO? Yes No

Q4. Which flavour do you like the most? 1. Masala Potato Chip 2. Salted Potato Chip 3. Tomato Potato Chip 4. Chatkila Nimbu Achar Potato Chip 5. Tandoori Paneer Tikka Potato Chip 6. Mad Angles 7. Tedhe Medhe 8. Livewires

Q5. How often do you have BINGO? Once a week or more often 2 to 3 times a month Everyday 2 or more per day

Q6. How much do you spend weekly on snacks? Below Rs. 50 Rs. 50-100 More than Rs. 100

Q7. Overall, how much satisfied are you with BINGO? Very satisfied Somewhat satisfied Unsatisfied

Q8. What do you like about BINGO? Taste Price Variety Quantity Quality Packaging

Q9. Is the price of bingo is satisfactory? Yes No

If No (Please specify price, according to you) ___________________________

Q10. Compared to other snacks (such as Kurkure, Lays, Haldiram etc.) that are available, would you say that BINGO is? Much better About the same Much Worse Somewhat Better Somewhat Worse

Q11. How likely are you to recommend BINGO to others? Definitely will recommend Not sure Definitely will not recommend Probably will recommend Probably will not recommend

Q12. How did you first discover BINGO? Advertising- T.V, Newspaper, Radio Saw it in store Friends/ Family Other

Q13. Before switching on to BINGO, which snack did you prefer? Lays Uncle chips Kurkure Haldiram Namkeens

Q14. What do you considered while buying your brand? Flavour Availability Product quality Brand ambassador

Other (please specify) _____________________________________________

BIBLOGRAPHY
SME rating agency of India ltd. www.allbusiness.com http://www.financialexpress.com www.itcportal.com www.researchmarketer.com