BINGO
Segmentation
Geography
•North
•South
•East
•West
Taste
•Salted
•Mustard sting
•Nimbu
•Chilly
Plain Salted
Mustard Sting
Spicy Red/ Chilly
Nimbu Flavour
Targeting
Demographic (Age)
12-20
>50
Age
class
Psychographic
(Attitude/Behavior)
20-35
Conservative, reserved, shy
35-50
Outgoing, Fun loving, Bindass
Positioning
Bingo! is positioned as a youthful and innovative
snack, offering the consumers with choice in terms
of both formats and flavors including Local tastes.
Crisp and Clear Punch
line
No one can eat just
One..!
Lays is positioned as a very good quality
snack with international taste.
Market share: Organized Sector
10%
25%
Before the launch of Bingo, Mar 07
65%
Haldiram
Lays
Others
12%
Haldiram
After the launch of Bingo, Dec 08
45%
27%
Bingo
16%
Lays
Others
What’s in my name ?? (brand name)
Exclamation
Mark
Recallable
Easy to
pronounce
Trendy and
Fun
Catchy
brand property

Bingo has a unique musical sound that is loved by everyone.

It is one of the properties that is remembered by everyone and
it is used to recall the brand by every age group.
Brand identity Prism
Cool,
Young at
heart
Innovative,
Experimentative
Culture
Outgoing
, Fun
loving
Relationship
ITC,
Shapes,
Games,
Poing!!!
I am
Bindaas!!!
Indian,
Different