DECLARATION

I hereby declare that summerv training report

entitled to study An Empirical tudy on Consumer
!erception to"ards ITC #ingo$ unit in order to carry
out the business is based on my original study and
has not been submitted earlier %or any degree or
diploma o% any institute& university'
The "or( o% other author )"henever used has been
ac(no"ledged at appropriate place'
Ne" Delhi)India
*imanshu chopra
+,-./01,/.,23
4s poo5a sharma
upervisor
D I R D
2
An
Empirical
Study on
Consumer
Perceptio
n towards
3
ITC
Bingo
4

5
1.1: OBJECTIVES OF THE STUDY
1) To study the snacks industry as a part of food processing industry.
2) To study the trends in snacks industry.
3) To study the company profile of ITC Ltd the makers of BIN!.
") To analyse and interpret the results of sample collected.
#) To find conclusions to the pro$ect.
1.2: INDUSTRY PROFILE OF INDIAN FOOD
6
PROCESSING INDUSTRY
A) INDIAN FOOD PROCESSING INDUSTRY
Food processing industry in India is a sunrise sector that has gained prominence in the
recent years. Availability of raw materials changing lifestyles and rela!ation in policies
has given a considerable push to the industry"s growth.
#his sector is among the few that serves as a vital lin$ between the agriculture and
industrial segments of the economy. %trengthening this lin$ is of critical importance to
improve the value of agricultural produce& ensure remunerative prices to farmers and at
the same time create favourable demand for Indian agricultural products in the world
mar$et. A thrust to the food processing sector implies significant development of the
agriculture sector and ensures value addition to it.
Minist! "# F""$ P"%&ssin' In$(sti&s
#he 'inistry was set up in ())* and the industry segments that come under its purview
are+
Fruit , -egetable processing .including free/ing and dehydration0
1rain 2rocessing
2rocessing of Fish .including canning and free/ing0
3
2rocessing and refrigeration of certain agricultural products dairy products
poultry and eggs meat and meat products
Industries related to bread oilseeds meals .edible0 brea$fast foods biscuits
confectionery malt e!tract protein isolate high protein food weaning food and
e!truded food products .including other ready4to4eat foods0
5eer including non4alcoholic beer
Alcoholic drin$s from non4molasses base
Aerated water and soft drin$s
%peciali/ed pac$aging for food processing industries.
#he 'inistry of Food 2rocessing Industries has estimated the si/e of the Indian food
mar$et at 6%7 ()( billion .8s *699 billion0. #he processed food mar$et is pro:ected to
be over 6%7 (99 billion of which the primarily processed food mar$et accounts for 69;
while the value4added processed food mar$et is around 49;.
#he average annual growth of the food processing industry has been around *; between
F<9(4F<96. #he segments that have driven the growth are the beverages and meat ,
meat products and processed fish sectors. #he food processing industry in India has a
share of (.5; in the total 1=2 of the country and as part of total manufacturing accounts
for );. India"s share in world trade in respect of processed food is about (.6;.
*
An e!tensive and highly fragmented industry the food processing sector largely
comprises of the following sub4segments+ fruits , vegetables mil$ and mil$ products
beer , alcoholic beverages meat and poultry marine products grain processing
pac$aged>convenience food and pac$aged drin$s. A large number of players in this
industry are small si/ed companies and are largely concentrated in the unorgani/ed
segment. #his segment accounts for more than 39; of the output in volume terms and
59; in value terms. ?owever though the organi/ed sector is comparatively small it is
growing at a much faster pace.
)
(9
B) INDIAN SNAC)S INDUSTRY: An Overview
Indian cuisine has a rich array of appetisers snac$s. 'any of these are comparatively
lower in fat than most western appetisers which are heavy on butter and cheese. %avoury
snac$s have been a part of Indian food habit since almost ages. #hough there is no
particular time for snac$s normally they are consumed at teatime. #he variety is almost
mind4boggling with specialities from all regions which have gained national acceptance.
%nac$s are a part of @onsumer @onvenience> 2ac$aged Foods segment. Sn*%+ is
$&s%i,&$ *s * s-*.. /(*ntit! "# #""$ &*t&n ,&t0&&n -&*.s " in 1.*%& "# * -&*..
%nac$ food generally comprises ba$ery products ready4to4eat mi!es chips nam$een and
other light processed foods. According to the ministry of food processing the snac$ food
industry is worth 8s (99 billion in value and over 499999 tonnes in terms of volume.
#he industry has been growing around (9; for the last three years while the branded
segment is growing around 25; per annum. 'a:or players are 2epsi@oAs Frito Bays and
?aldiramAs the =elhi4based 5i$anervala Foods and the latest entrants 'other =airy with
the launch of nam$eens under the brand name of CAa Da Eha DaC and %atnam Fverseas
Btd the countryAs largest 5asmati rice e!porters and owner of AEohinoor brand which has
forayed into the pac$aged snac$ food mar$et with the launch of Eohinoor Gam$een/.
((
From selling bha:ias some 39 years ago in 5i$aner ?aldiramAs was the first to lay
emphasis on pac$aging and presentation of its ready4to4eat snac$s. #he group now
operates in =elhi Gagpur and Eol$ata.
For potato wafers it is primarily the case of a commodity mar$et largely turning
pac$aged. #he retail audit suggests that growth in this segment is seen largely as a
reflection of consumer preference moving towards pac$aged goods.
5esides 5ala:i Hafers competitors in the local potato chips mar$et include brands li$e
Frito BayAs 2eppy 6ncle @hips with high visibility advertising and trade promotions.
#hen there are some other well4$nown brands li$e H"st*'&2 Binni&3s2 F(n-(n%42 H&.."2
T0in+.&2 M*5&.2 O+2 G*$&n2 M"t* C4i1s2 M"n'inis2 Bi60*si *n$ C4&$$*. #here
are some regional players li$e %amrat Gam$eens in 1u:arat 1arden Foods in 'umbai ,
'aharashtra and A$ash Gam$eens , 2ra$ash Gam$eens in 'adhya 2radesh.
2epsi Foods Btd. now $nown as Fit"7L*! In$i* Lt$.2 1"$(%&s In$i*3s .*'&st sn*%+
#""$ manufacturers" brands including R(##.&s2 H"st&ss2 C4&&t"s *n$ Un%.& C4i1s. Frito
BayAs story is an e!ample of how American recipes were ad:usted to satisfy local tastes.
P"%t& 8 G*-,.&3s Pin'.&s ,*n$ "# 1"t*t" %is1 was launched in =elhi in ())).
2ringles is also a ba$ed potato crisp unli$e many other potato based Indian snac$ foods
that are fried. 2rocter , 1amble currently imports the 2ringles product and therefore the
product has been priced at a premium and is mar$eted to a micro4niche.
(2
5anana chips are a sub4segment thatAs also fast catching on. A predominantly southern
phenomenon banana chips now contribute appro!imately 3.(; to total branded sales of
nam$eens up from 2.3; in 299( while volume contribution was 3.6; in 2992. Industry
sources estimate the mar$et at far higher tonnage and value.
#here are also several snac$s made of rice flour wheat flour and pulses li$e 5engal gram
.moong0 moth gram etc. #hese are also basically fried product but the fat content is less
ranging from 29439;. Hhile in the south rice flour and urid are used wheat flour 5engal
gram and green gram are used in the north and western regions. In addition there are
snac$s made of nuts. 6nder this category are mainly roasted>fried nuts either whole or
bro$en. #hey are comparatively costlier than other common snac$s.
Fne of the drawbac$s of snac$ food health wise is the high fat content which ranges
from 35459;. #he unbranded snac$s manufacturers use cheap oil and are priced low
when compared to the branded snac$s. #he manufacturing process is mainly semi4
automatic and only pac$aging is done using sophisticated eIuipment.
#hough very large and diverse the snac$s industry is dominated by the unorgani/ed
sector. #here are almost (999 snac$ items and 399 types of savouries are sold across
India. #he branded snac$s are sold at least 25; higher than the unbranded products.
%avoury snac$s have been a part of Indian food habit since almost ages. #hough there is
no particular time for snac$s normally they are consumed at teatime.
(3
#he variety is almost mindboggling with specialties from all regions which have gained
national acceptance.
#he industry has been growing around (9; for the last three years while the branded
segment is growing around 25; per annum to stand at 8s 599948s 5599 crore due to
various reasons li$e 'ultiple! culture snac$ing at home while watching #- pubs and
bars .where they are served free0. In the branded snac$s mar$et to get down to basics
Frito Bay commands a share of 45; followed by ?aldiram"s at 23; and I#@ at (6;.
#he rest is divided between a handful of new entrants wannabes and many regional
players.
(4
Ff the wide range of snac$s available potato chips constitute a si/eable segment of the
Indian snac$ food industry according to India Infoline. #he potato chip mar$et is
generally an unorgani/ed industry. Gearly all potato chip snac$ products are
manufactured and sold locally. #here is also no uniform standard for pac$aging as there
is in Jurope the 6nited %tates and other more developed regions. 'any snac$ foods are
sold loose or pac$aged in poly4pouches which may only be folded or in some cases
stapled closed. As the Indian economy continues to grow and production standards
improve many snac$ food companies are ma$ing significant investments into plant
eIuipment and pac$aging machinery.
(5
C) S9OT ANALYSIS OF INDIAN SNAC)S INDUSTRY
STRENGTHS 9EA)NESSES
Abundant availability of raw
material.
-ast networ$ of manufacturing
facilities all over the country.
-ast domestic mar$et
6rbanisation
Bow availability of adeIuate infrastructural
facilities.
Bac$ of adeIuate Iuality control , testing
methods as per international standards.
Inefficient supply chain due to a large
number of intermediaries.
?igh reIuirement of wor$ing capital.
THREATS OPPORTUNITIES
Affordability and cultural
preferences of fresh food.
?igh inventory carrying cost.
?igh ta!ation.
?igh pac$aging cost.
@ompetition between national and
regional players.
8ising income levels and changing
consumption patterns
Favourable demographic profile and
changing lifestyles
Integration of development in contemporary
technologies such as electronics material
science bio4technology etc. offer vast scope
for rapid improvement and progress
Fpening of global mar$ets
(6
1.:: NE9 COMPETITORS
A) BI)ANERVALA FOODS
5i$anervala Foods the snac$ foods ma:or in the country mar$eting under the brand name
5IEAGF has achieved a remar$able e!port growth rate of more than 299; for the past
two years. 5IEAGF products have found its place in 6%A @anada 6E 1ermany
Australia and 'iddle4Jast.
#he company has successfully combined traditional $nowledge with modern technology
and is fast emerging as a global player catering not only to the overseas Indian
community but also developing new recipes to suit the world mar$ets.
@urrently 5i$anervala Foods is the contract manufacturer for ma:or Indian nam$een
brands such as Behar of 2epsi@oAs Frito4Bay India and Aa Daa Ehaa Daa of 'other =airy
Foods.
#he company has ready4to4eat products under its fold li$e wide range of crisp salty
anytime snac$s popularly $nown in India as AGam$eensA that are always a favourite at
coc$tails and a must at tea times. 5IEAGF pac$aged sweets ma$e the great Indian
tradition of celebrating :oyous occasions with distribution of sweets possible anywhere
anytime.
(3
#here are wide range of 2apads made from the choicest of pulses and developed by the
womenfol$ of 8a:asthan and 1u:arat. 2apad can be en:oyed with meals or served as any4
time snac$s too. 5i$ano 2apad can be roasted or fried as per individual taste and
preference.
It has three modern manufacturing plants located in India are state4of4art amalgamation
of tradition and world4class technology. #he frying of products is done on continuous
frying machines controlled through 2rogrammable Bogic @ontrollers .2B@s0.
#he 8,= division has suitably modified traditional recipes of Indian sweets ma$ing us
pioneers in e!porting perishable sweets li$e Ea:u 5urfi Ehoya 5urfi 2atisa and @hhena
'ur$i etc. at ambient conditions to J6 by the application of 'A2 .'odified Atmosphere
2ac$aging0. #he canned sweets li$e 1ulab Damun 8asogolla 8a: bhog and 2etha have
captured the taste buds of most of our customers abroad. #here are post4production
chec$s to ensure that every batch conforms to laid down standards of Iuality.
Also the Iuality could be defined as the state of Kero =efect. #he 8,= strives towards
perfection through #otal Luality 'anagement. #heir state4of4art Iuality system has been
awarded I%F )99(+ 2999 by 6B India Btd. #he Luality Assurance =epartment has world
class testing facilities for @olorimetric @hromatographic @hemical 5acteriological and
2hysical analyses.
(*
@urrently the 8,= division is wor$ing on functional foods and foods that can be helpful
in special nutritional disorders li$e diabetes and geriatrics. %oon they shall have a sugar4
free range of sweets for e!ports. #he 8,= division is eIuipped with the worldAs best
technologies for te!ture analyses and shelf life estimation.
B) BALAJI 9AFERS PVT. LTD.
5ala:i Hafers 2vt. Btd 1u:arat4based leading potato chips and nam$een manufacturing
company is planning to set up three new plants two within the country and one in Jurope
to meet the increasing demand from foreign countries. #he two plants in the country
would be at 2une and Eol$ata.
5ala:i manufactures and supplies potato chips plus a variety of mi!ed fried snac$s called
nam$eens to the populace in 1u:arat. #he company claims to have a presence in )9; of
wafer mar$et and 39; of nam$eens 'ar$et in 1u:arat.
#his family4owned enterprise now in its 29th year of operation has () product lines to
offer the snac$ hungry population in 1u:arat from potato chips to banana chips and even
fried chic$peas with sautMed spices.
()
It produces some 5 tonnes of these products per day .appro!imately ()999 tonnes per
year0 ra$ing in around 6%7(5 million per year. %ituated in 8a:$ot the ethnic snac$
producer finds immense opportunity for the Iuality and branded snac$ items as a
reflection of changing consumer preference towards pac$aged goods.
#he range of products includes potato wafers in four flavours banana wafers in two
flavours @hanadal 'ug =al -atana #i$ha 'itha 'i! Ehatta 'itha 'i! Aloo %ev
8atlami %ev %ing 5hu:ia Farali @hevdo and 'asala %ing .e!truded snac$0 which are
available in pac$s of 49 gms 35 gms (99 gms and 299 gms.
#he company has also developed si/eable mar$et in 'aharashtra .39;0 and 8a:asthan
.(9;0. =ue to limited production capacity they still have not e!panded to other states but
after the full set up they hope to gradually replicate the success of 1u:arat throughout the
country. #he company is willing to install high production capacity units in the other
states in near future as part of ongoing e!pansion plans.
In the year 2993 5ala:i started a new factory of 25999 sI m in 8a:$ot where they
installed F'@ 2otato 2rocessing 'achinery .22'0 @hips Bine which can process nearly
5999 $g potatoes per hour to manufacture (299 $g potato wafers per hour. In the presence
of multinationals li$e Frito Bays it becomes interesting to find out the reason for 5ala:iAs
success in 1u:arat.
29
C) NATRAJ COLD STORAGE AND FOODS
From being a mere supplier of potatoes for various food chains Gatra: @old %torage and
Foods has made a foray into retail with Bip @hip potato chips in Hestern India.
#hey were one of the largest suppliers of potatoes to some of the biggest chips brands in
India for more than * years. #hey have seen the demand for raw material grow at more at
more than 29; every year.
#he 6%2 of Bip @hip is its flavours that cater to the Indian taste li$e Achaar chilly lime
and pepper. Bip @hip is made from the finest potato available in western India. Bip @hip
is available in 2 %E6s of 8s 5 , 8s (9 and 4 flavours such as #ingling A2epper Attac$A to
blow your mind J!otic A#omato FireA to put you on fire smashing freshness of ABime G
'int Dhat$aA and A%i//ling @hilly AchaarA to scorch your taste buds.
Hithin a month of launch they are already present in more than 29999 outlets in the
mar$ets that we have launched i.e. 'umbai4'aharashtra41oa. #he off ta$es have been
overwhelming with almost all 35 stoc$ists placing repeat orders which is an indication of
consumers appreciating our product.
#hey will be launching in three more mar$ets within ne!t two months. #hey want to
achieve national presence within the ne!t one year. #hey are targeting young consumers
who eat branded potato chips.
2(
#hey will create awareness about Bip @hip through advertising in mass media such as
print radio Ntelevision in the near futureO and ta$ing the eIuity of A#aste Ea #ight %lapA
forward across various below the line platforms.
#he thrust so far has been on generating trials through promo offer. #hey are running ABip
@hipA Adventure $a Gaya #aste contest where consumers can sms ABipchipA to *55* and
win e!citing pri/es such as <amaha 8aptor =ive with shar$s holiday in %outh Africa and
many other pri/es. @onsumers are as$ed product related Iuestions which one can answer
only post buying the product. #hey have also tied up with movie theatres such as
@inema! and Fame Adlabs.
@reating a successful brand is a long process. Jach brand goes through certain life cycle
stages. 2ost launching Bip @hip the whole focus is now on generating trials and ma$ing
consumers taste our uniIue flavours. #his will $eep launching the brand in other mar$ets.
%o our immediate tas$ is to achieve national presence. @reating awareness and ma$ing
people try and then get repeat purchase is a big challenge. #his involves achieving
enough visibility at retail putting Bip @hip in the consideration set of the #1 and $eep
doing tactical activities to maintain the bu//.
22
23
2.1: ESTABLISHMENT
I#@ was incorporated on August 24 ()(9 under the name of AImperial #obacco @ompany
of India BimitedA. Its beginnings were humble. A leased office on 8adha 5a/ar Bane
Eol$ata was the centre of the @ompanyAs e!istence. #he @ompany celebrated its (6th
birthday on August 24 ()26 by purchasing the plot of land situated at 33 @howringhee
.now renamed DB. Gehru 8oad0 Eol$ata for the sum of 8s 3(9999. #his decision of the
@ompany was historic in more ways than one. It was to mar$ the beginning of a long and
eventful :ourney into IndiaAs future. #he @ompanyAs headIuarter building A-irginia
?ouseA which came up on that plot of land two years later would go on to become one of
Eol$ataAs most venerated landmar$s.
#he @ompanyAs ownership progressively Indianised and the name of the @ompany was
changed to I#@ Bimited in ()34.
In recognition of the @ompanyAs multi4business portfolio encompassing a wide range of
businesses 4 @igarettes , #obacco ?otels Information #echnology 2ac$aging
2aperboards , %pecialty 2apers Agri4J!ports Foods Bifestyle 8etailing and 1reeting
1ifting , %tationery 4 the full stops in the @ompanyAs name were removed effective
%eptember (* 299(. #he @ompany now stands rechristened AI#@ BimitedA.
24
I#@As foray into the Foods business is an outstanding e!ample of successfully blending
multiple internal competencies to create a new driver of business growth. It began in
August 299( with the introduction of 3)it%4&ns "# In$i*3 ready4to4eat Indian gourmet
dishes. In 2992 I#@ entered the confectionery and staples segments with the launch of
the brands -int7" and C*n$!-*n confectionery and A*s4i5**$ Aatta .wheat flour0.
2993 witnessed the introduction of S(n#&*st as the @ompany entered the biscuits
segment. I#@As entered the fast growing branded snac$s category with Bin'" in 2993. In
:ust seven years the Foods business has grown to a significant si/e with over 299
differentiated products under si! distinctive brands with an enviable distribution reach a
rapidly growing mar$et share and a solid mar$et standing.
2.2: GRO9TH AND DIVERSIFICATION
I#@ is one of IndiaAs foremost private sector companies with a mar$et capitali/ation of
nearly 6% 7 (* billion and a turnover of over 6% 7 4.35 billion. I#@ is rated among the
HorldAs 5est 5ig @ompanies AsiaAs AFab 59A and the HorldAs 'ost 8eputable @ompanies
by Forbes maga/ine among IndiaAs 'ost 8espected @ompanies by 5usiness Horld and
among IndiaAs 'ost -aluable @ompanies by 5usiness #oday. I#@ also ran$s among
IndiaAs top (9 P'ost -aluable .@ompany0 5randsA in a study conducted by 5rand Finance
and published by the Jconomic #imes.
25
I#@ has a diversified presence in @igarettes ?otels 2aperboards , %pecialty 2apers
2ac$aging Agri45usiness 2ac$aged Foods , @onfectionery Information #echnology
5randed Apparel 2ersonal @are %tationery and %afety 'atches and other F'@1 .Fast
'oving @onsumer 1oods0 products.
Hhile I#@ is an outstanding mar$et leader in its traditional businesses of @igarettes
?otels 2aperboards 2ac$aging and Agri4J!ports it is rapidly gaining mar$et share even
in its nascent businesses of 2ac$aged Foods , @onfectionery 5randed Apparel and
%tationery.
Fne of IndiaAs most valuable and respected corporations I#@ is widely perceived to be
dedicatedly nation4oriented. @hairman < @ =eveshwar calls this source of inspiration Ca
commitment beyond the mar$etC. In his own words+ CI#@ believes that its aspiration to
create enduring value for the nation provides the motive force to sustain growing
shareholder value.
I#@ 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.C
26
I#@As diversified status originates from its corporate strategy aimed at creating multiple
drivers of growth anchored on its time4tested core competencies+ unmatched distribution
reach superior brand4building capabilities effective supply chain management and
ac$nowledged service s$ills in hotels. Fver time the strategic forays into new businesses
are e!pected to garner a significant share of these emerging high4growth mar$ets in India.
I#@As Agri45usiness is one of IndiaAs largest e!porters of agricultural products. I#@ is one
of the countryAs biggest foreign e!change earners .6% 7 2.* billion in the last decade0.
#he @ompanyAs Ae4@houpalA initiative is enabling Indian agriculture significantly enhance
its competitiveness by empowering Indian farmers through the power of the Internet.
#his transformational strategy which has already become the sub:ect matter of a case
study at ?arvard 5usiness %chool is e!pected to progressively create for I#@ a huge
rural distribution infrastructure significantly enhancing the @ompanyAs mar$eting reach.
I#@As wholly owned Information #echnology subsidiary I#@ Info#ech India Bimited is
aggressively pursuing emerging opportunities in providing end4to4end I# solutions
including e4enabled services and business process outsourcing. I#@As production facilities
and hotels have won numerous national and international awards for Iuality productivity
safety and environment management systems. I#@ was the first company in India to
voluntarily see$ a corporate governance rating.
23
I#@ employs over 2(999 people at more than 69 locations across India. #he @ompany
continuously endeavours to enhance its wealth generating capabilities in a globali/ing
environment to consistently reward more than 3**999 shareholders fulfil the aspirations
of its sta$eholders and meet societal e!pectations. #his over4arching vision of the
company is e!pressively captured in its corporate positioning statement+ CJnduring
-alue. For the nation. For the %hareholder.C
2*
2)
:.1: STATEMENT OF RESEARCH PROBLEM
In the branded snac$s mar$et to get down to basics Frito Bay commands a share of 45;
followed by ?aldiram"s at 23; and I#@ at (6;. #he rest is divided between a handful of
new entrants wannabes and many regional players. Fut of these I#@"s 5ingo is a new
entrant in the mar$et which was launched in 2993. I#@ has launched 5ingo in a wide
variety of flavours and formats ranging from potato chips to finger snac$s. 5ecause of its
different and catchy advertisements 5ingo has created a bu// in the mar$et.
I began my analysis by dividing people into those who li$e to eat snac$s and those who
don"t. I 4*5& ,*s&$ -! st($! "n t4& s(5&! "# 1&"1.& 04" .i+& t" &*t sn*%+s. #his
survey was conducted in F*i$*,*$ *n$ D&.4i. #o collect the data we designed a
/(&sti"nn*i&.
39
:.2: RESEARCH METHODOLOGY
'y research is a blend of both descriptive and Iuantitative research. =escriptive research
includes surveys and fact finding inIuirer of different $inds. #he ma:or purpose of
descriptive research is descriptive of the state of affairs as it e!ists at present. Luantitative
research is based on the measurement of Iuantity or amount. It is applicable to
phenomenon that can be e!plained in terms of Iuantity.
5oth 2rimary and secondary data have been used to collect data for the study.
#hree general ways of obtaining 1i-*! $*t* were+4
%urvey of @ustomers through Iuestionnaire method. A /(&sti"nn*i& was prepared to
get a view on the consumer perception about I#@ 5ingo.
Interviews with the distributors.
#he s&%"n$*! $*t* sources were+4
#hrough various web4sites on Internet where relevant data could be e!tracted.
#rade 'aga/ines and Gews Articles
S*-1.& Si;&:
#he %ample si/e for the Iuestionnaire survey will be <= C"ns(-&s.
D*t* An*.!sis:
3(
#he results of the survey are tabulated and presented in form of ,*s *n$ 1i& %4*ts.
Finally the results are analy/ed and used to draw conclusions.
S%"1& "# t4& s*-1.&:
#he scope of the survey was limited to D&.4i *n$ F*i$*,*$.
>(&sti"nn*i& $&si'n:
#he Iuestionnaire is designed in such a manner so that it is easy to understand and
answer.
#he Iuestionnaire will consist of 1= /(&sti"ns with options clearly stated.
R&s1"n$&nts t4*t 0&& t*'&t&$:
%tudents
?ouse wives
6nmarried wor$ing men and women
32
:.:: ANALYSIS OF DATA
In order to e!tract the meaningful information from the data collected an analysis of data
is done using pie charts bar graphs etc.
#he #ist ",6&%ti5& of the research pro:ect is concerned with finding out 04*t
1&%&nt*'& "# 1&"1.& .i+& t" &*t sn*%+s. #he pie chart given below is clear on the
percentage of people who li$e to eat snac$s. Fut of 59 respondents 46 li$e to eat snac$s
while 4 don"t.
33
S&%"n$.! I found out what percentages of the respondents were aware about 5ingos.
Fut of the 59 respondents 43 are aware of 5ingo while 3 had not heard of it. ?ence it
can be concluded that I#@ has done well in promoting 5ingo and spreading awareness
about the product.
34
T4i$ ",6&%ti5& was to $now how the respondents who were aware about 5ingo got to
$now about it.
Ff these 33 had seen the #- commercial of 5ingo 2 had heard it from their friends while
* of them had seen it for the first time in stores.
35
F"(t4.!2 35 respondents had tried 5ingo while the remaining (2 had not tried it.
36
#he #i#t4 ",6&%ti5& was to find out the preferences of people for different brands.
In the above graph we can see that Frito Bays is the most popular brand among people
followed by Eur$ure and 6ncle @hips. #he least popular brand appears to be 6ncle
@hips. It may be because 6ncle @hips in the recent times has not been able to match up
33
to bigger brands such as Bays and 5ingo due to their &?t&nsi5& ,*n$in' and 0i$&
$isti,(ti"n n&t0"+.
Si?t4 ",6&%ti5& is concerned with finding out 04i%4 ,*n$ $i$ t4& &s1"n$&nts 1&#&
,&#"& s0it%4in' t" Bin'".
6 respondents had li$ed lays 4 Eur$ure and 2 6ncle @hips before switching over to
5ingo. ?ence 5ingo has affected the share of Bays the most.
3*
#he above table and pie chart shows the responses of the people. It is clear that 5ingo"s
'ad Angles dominates the mar$et for 5ingo. #he second spot is shared by two flavours
eIuallyQBivewire chips and #andoori 2aneer #i$$a potato chips. #hird most popular
3)
format of 5ingo are shared by #omato 2otato @hips @hat$ila Gimbu Achar potato chips
and 'asala @hips.
Ei'4t4 ",6&%ti5& is to determine the consumption of 5ingo.
6 respondents had 5ingo more than once in a wee$ while 3 had once a wee$ and 3 had it
two to three times a month.
49
#he nint4 ",6&%ti5& was to find out 4"0 -(%4 1&"1.& s1&n$ 0&&+.! "n sn*%+s.
From the above diagram it is clear that most people spend below 8s.59 on %nac$s. And
very small part of the sample spends more than 8s.(99 on snac$s wee$ly.
4(
#he t&nt4 *n$ .*st ",6&%ti5& was to analyse the &*s"ns #" t4& 1"1(.*it! "# Bin'".
For this the respondents were as$ed what do they li$e most about 5ingo. Following pie
chart shows their responses.
From the above pie charts we can see that people li$e the taste of 5ingo the most. It is
followed by the Iuality of chips and then the Iuantity.
42
:.@: CONCLUSION
After conducting the survey we are in a position to say that ever since its launch 5ingo as
a preferred brand is "n * is&.
Although Frito Bays is the most popular brand 5ingo has carved a niche for itself. 5ingo
is in the growth stage of its life cycle. 1iven more time it is capable of capturing a larger
mar$et share and giving tough competition to other brands.
Apart from understanding the consumer perception following are some of the reasons
responsible for ma$ing 5ingo a success in a very short period of time. ?ere are the
reasons for its success 4

1) R&s&*%4:
After ma$ing the decision to launch 5ingo it started by sending a cross4functional team
of eight individuals were sent across the country to research the snac$ing habits of the
Indian consumer. After travelling to (4 cities and spea$ing to more than (999 people the
team came bac$ with an insight that Indian consumers were loo$ing for novelty and
e!citement in e!isting snac$s.
43
2) T*st&:
For the recipes t4& %"-1*n! 0&nt t" t4& %4&#s in its 4"t&.s. #he chefs came bac$ with
(6 flavours with twists li$e bindaas masti chaas chat$ila nimbu achar and tandoori
paneer ti$$a4flavoured potato chips chilli and tomato4flavoured mad angles Q inspired
by $ha$ras Q and other snac$s.

:) T*'&tin':
#he @ompany decided that youngsters in the *'& '"(1 "# 1@7:= are the most
e!perimental and hence they would be the primary target audience.
A) M*+&tin' 8 A$5&tisin':
5ingo touched a chord with consumers through humour and irreverent advertising. Fn
television the company ,""+&$ 1= t" 1< s1"ts 1& %4*nn&. 1& $*! "n !"(t4 %4*nn&.s
such as '#- and %tar Horld mass ?indi channels li$e Kee and %tar #- and news
channels. It also had around 29 spots on a variety of radio channels and advertised in
most leading national dailies. In the top439 cities over (999 outdoor hoardings
advertised the product. It also created a website www.bingeonbingo.com with offers
online games downloads and even mobile games. According to industry estimates ITC
s1&nt %."s& t" Rs 1== %"& "n -*+&tin'.
44

<) Disti,(ti"n:
#he @ompany $isti,(t&$ -"& t4*n A .*+4 .*'& *%+s to display the brand at all
points of sale. #he rac$s created so much impact that even competitors li$e mar$et leader
Frito4BayAs introduced its own version of wafer rac$s. #his incredible leveraging of
distribution system is credited by many as ma:or cause of 5ingoAs success. Gow due to
this lays started doing re4branding e!ercise and has introduced BayAs @haat street IndiaAs
'int 'ischief and Hafer %tyle. Bays has relaunched itself in the health platform. #his
=ecember Bays has launched the concept of %nac$ %mart which tal$s about a healthy
snac$. Gow Bays is with 49; less saturated fat. #hat means same taste and more healthy.
#he latest launch is in line with the announcement made by 2epsi@o"s 1lobal @hief 's
Indra Gooyi that the @ompany is moving towards a healthy platform. #his initiative is
intended to silence the critics that 2otato Hafers are :un$ food. #ogether with the re
launch Bays has introduced new flavors+ BayAs @haat %treet 'int 'ischief and Hafer
%tyle. #he new variant which is Indian flavors is a result of the tough competition from
5ingo. It"s interesting to note that 5ingo has forced Bays to relearn its own lessons. Bays
had captured the Indian consumerAs mind through Indianisation but later somewhere the
brand lost its focus.
45
#he .*t&st 4&*.t4 1"siti"nin' is definitely going to give Bays some additional leverage in
the mar$et. 5ut 5ingo is not sleeping either if you have noticed the pac$ of 5ingo it
says C5a$ed Got FriedR to remind the consumer that no oil is used.
APPENDIB
>(&sti"nn*i& C
Game+ SSSSSSSSSSSSSSSSSSSSSSS
Age+ SSSSSSSS
%ignature+ SSSSSSSSSSSSSSSSSSS
1eneral Instructions+
(. Answer all Iuestions.
2. Indicate your answer by mar$ing a tic$ against an appropriate option.
3. 'ar$ only one option in all Iuestions.
%1. &o you like to eat snacks'
a0 <es
b0 Go
%2. (a)e you heard of ITC*s BIN!'
a0 <es
b0 Go
%3. (o+ did you first disco)er BIN!'
a0 Advertising4 #- Gewspaper 8adio
b0 Friends> Family
46
c0 %aw it in store
d0 Fther
%". (a)e you e)er tried BIN!'
a0 <es
b0 Go
%#. ,hich of the follo+ing -rands +ould you prefer'
a0 Bays
b0 Eur$ure
c0 6ncle @hips
d0 5ingo
e0 ?aldiram Gma$eens
%.. Before s+itching on to BIN!/ +hich snack did you prefer'
a0 Bays
b0 Eur$ure
c0 6ncle chips
d0 ?aldiram Gam$eens
%0. ,hich fla)ours do you like the most'
a0 'asala 2otato @hip
b0 %alted 2otato @hip
c0 #omato 2otato @hip
d0 @hat$ila Gimbu Achar 2otato @hip
e0 #andoori 2aneer #i$$a 2otato @hip
43
f0 'ad Angles
g0 #edhe 'edhe
h0 Bivewires
%1. (o+ often do you ha)e BIN!'
a0 Fnce a wee$
b0 'ore than once a wee$
c0 2 to 3 times a month
%2. (o+ much do you spend +eekly on snacks'
a0 5elow 8s. 59
b0 8s. 594(99
c0 'ore than 8s. (99
%13. ,hat do you like a-out BIN!'
a0 #aste
b0 -ariety
c0 Luality
d0 2rice
e0 Luantity
f0 2ac$aging
4*
BIBLIOGRAPHY
(0 %'J rating agency of India ltd.
20 www.allbusiness.com
30 http+>>www.financiale!press.com>ne ws>Dust4munch4it>23(*33>9
40 www.itcportal.com
50 http+>>www.fnbnews.com>specials>%nac$Foods2996.asp
4)