Product

One of the most innovative launches of 2007, ITC’s Bingo, is giving sleepless nights to rivals in the organised snack segment. That’s the power of a great product

Our plan for Bingo! was to offer a truly differentiated product, which had a unique combination of the familiar and the exotic. On the basis of research-driven consumer insights, we arrived at combinations, where either the product itself (Mad Angles, Live Wires) or the flavour (Chatkila Nimbu Achaar, Tandoori Paneer Tikka) were different from what was available in the market, but fundamentally familiar to the Indian palette in terms of flavours, texture & choice. This winning idea has completely redefined the snacking industry in the country and is helping build a steadily growing franchisee of Bingo! loyalists.


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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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