BINGO !!!

The brand that fascinates most marketers is Bingo. It’s because of its tremendous success in short span of time. Bingo currently holds almost 20% of market share nationally, and aims to acquire 50% share of 4000 crore market.

Can you guess the reason behind Bingo’s success? Well, there are many factors that led to Bingo’s triumph in a one-brand dominated category (Frito Lays). The biggest factor has been its extensive marketing communication strategy. The advertisements featured for the product fabricated an aura of mystery (or curiosity) around the product and created a buzz.

Another factor is highly customized flavors like Achari Masti, etc. Bingo launched sixteen variants of the brand. This is the contact point for highly flavor-sensitive Indian market, and Bingo managed to connect well with its target audience.

The most important aspect is its effective and rigorous distribution strategy. It followed a Push Strategy in retail, ensuring great visibility and availability to the product. Distribution had always strength of brand under ITC umbrella.

So, here lies the secret of a commendable marketing plan for a new product.