ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher Ms

Suranjana Joarder who gave me the golden opportunity to do this
wonderful project on the topic Marketing

techniques to
make processed foods attractive to consumers ,
which also helped me in doing a lot of Research and I came to know about
so many new things I am really thankful to them.
Secondly I would also like to thank my parents and friends who helped me
a lot in finalizing this project within the limited time frame. This research
was supported/partially supported by various websites. I am thankful to my
friends who provided expertise that greatly assisted the research, although
they may not agree with all of the interpretations provided in this paper.

CONTENTS

INTRODUCTI
ON
Modern day consumers are fond of variety, novelty and fun. Anything that
surrounds them for too long lures them. With higher disposable income,
consumers today demand for quality and healthy food that is offered as
per their convenience and changing needs. Their palate dictates the very
existence of any food outlet or even the entire fast food industry in the
country. This has virtually posed a great hurdle before the food marketers
who therefore, intentionally resort to unethical practices. These have
sprouted a series of lively international debates on ethical marketing
practices of food items besides the intervention of regulatory authorities
to implement necessary legislation wherever required to reduce the illeffects on the society. For numerous good reasons like development of
ICT, tourism, infrastructure, liberalization, globalization etc , world has
turned up to a truly global village. Indian economy is characterized by a
burgeoning middle class population. All these reasons are enough for the
food industry to bring here, a multitude of different food milieu from
across the globe like the pastas & spaghettis from Italy, the ever-popular
chow Mein from China, the tacos and enchiladas from Mexico, the
Continental pizzas and burgers, the French flamb etc., to name a popular
few which were normally never heard of and were limited within the
confines of star hotels and among those people who could afford them.
But of late, there have been a slew of contemporary foods pouring into
the market at affordable prices that are targeted at the growing numbers
of fashion-conscious consumers. Increasing demands largely from the
perpetually growing niche segment the children and the young adults
have propelled rigorous sale of junk foods that mainly includes energydense fast foods like the puff pastries and burgers containing large
quantity of margarine, butter or cheese; carbonated soft drinks with high
calorie content; sugary breakfast cereals; salty snacks; and other baked
goods like patties, cookies, etc. Food marketers like to reach children and

youth as they are the future shoppers and also, they influence their
parents' purchases. The goal is to make children and youth buyers of a
product for many years.

METHADALOGY
This chapter gives an outlook of the methodology used for the research
undertaken to study the Indian packaged food market, the awareness of
consumers about packaged food products, factors influencing consumption
in choosing the particular brands in the study area and to analyses the
marketing strategies adopted by ITC Foods in the packaged food market.
Research design the research design best suitable for our research is
exploratory type study. As the term suggests, exploratory research is often
conducted because a problem has not been clearly defined as yet, or its
real scope is as yet unclear. It allows to familiarize with the problem or
concept to be studied. It is the initial research, before more conclusive
research (definition of conclusive research) is undertaken. Exploratory
research helps determine the best research design, data collection method
and selection of subjects, and sometimes it even concludes that the
problem does not exist.
Another common reason for conducting exploratory research is to test
concepts before they are put in the marketplace, always a very costly
endeavor. Exploratory research can be quite informal, relying on secondary
research such as reviewing available literature and/or data, or qualitative
(definition of qualitative research) approaches such as informal discussions
with consumers, employees, management or competitors, and more formal

approaches through in-depth interviews, focus groups, projective methods,

case studies or pilot studies.

ANALYSIS
Analysis type Analysis for the case studies tends are more opinion based
than statistical methods. The general idea is to try and organize the
company data into a convenient form and construct a narrative conclusion
around it. Case study evaluation and analysis will be of qualitative research
type. Qualitative research design is perhaps the most flexible of the
numerous experimental techniques, comprehending a mixture of accepted
methods and structures. This method of research is particularly useful for
testing the theoretical models by using them in real world and market
situations. Models and theories are attempts to answer the `why' questions
in social science. These theories differ in their complexity (number of
variables and links), scope and abstraction. Different marketing theories
and models are hence used in the analysis with a view of merging the gap
between theory and market reality. Marketing theories and models
propounded by marketing scholars like Kotler and Armstrong (2003) will be
used with the due explanation. For example theories like porters generic
strategy model, PESTEL analysis, Porters five forces for industry analysis,
distribution channel and etc. will be used.

MARKETING TECHNIQUES TO
MAKE PROCESSED FOODS
ATTRACTIVE TO CONSUMERS
In this project for processed food I am making my targeting ITC
processed food products where specifically my target would be its
very famous chips called BINGO. Bingo! Was launched in March 2007
with a wide range of exciting packaged salted snacks. The range includes
multiple flavor variants of Potato Chips & Finger Snacks.

Bingo! Yumitos - 'Take a Yumitos

Break'
Bingo! Yumitos Potato Chips are the best partner for break. Bingo!
Yumitos is very tempting and yummy account the full bodied
flavors. These flavors range from traditional favorites like Salted
to innovative ones such as Red Chili. There are in total 7 exciting
flavors.

Bingo! Yumitos Original Style - Salt

and Chilli sprinkled
ITC has carved a niche for itself by creating yet another winner
product in the form of Bingo! Yumitos Original style. These come
in two delectable flavors of Chili sprinkled and Salt Sprinkled.
Savor the unique combination of perfectly sliced potatoes along
with carefully sprinkled spices.

Bingo! Mad Angles - "Har Angle 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 flavors on a traditional khakra base,

Mad Angles is a snack that is true to taste with perfect flavor
delivery as well as shape, making it a snack that's truly "Har
Angle se Mmmm ..."

Bingo! Tedhe Medhe - "Eat. Phir Repeat."

Bingo! Tedhe Medhe is the popular spindle shaped format from
Bingo! that is a delicious blend of handpicked spices with an
aroma that makes one crave for more. The taste of fiery sparks
which masalas leave on ones tongue is an experience with
savoring!

Bingo! Tangles - "Let's Tangle"

Bingo! Tangles is one of the most innovative snacks available in
the market. Each piece of this innovative crunchy snack is made
out of strands loaded with lip smacking masala or tantalizing
tomato or simply salted flavours. Once bitten, they break into
many more delicious strands in the mouth. It is so tasty that you
cant resist sharing it with others.

TECHNIQUES TO MAKE THEIR

FOODS ATTRACTIVE
ITC's Branded Packaged Foods business is one of the fastest
growing foods businesses in India, driven by the market standing
and consumer franchise of its popular brands - Aashirvaad,
Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, mint-o,
Candyman and GumOn. The Foods business is today represented
in multiple categories in the market - Staples, Spices, Ready-toEat, Snack Foods, Bakery & Confectionery and the newly
introduced Juices & Beverages.

ITC's uncompromising commitment to the health and safety of its

consumers ensures adherence to the highest levels of quality,
safety and hygiene standards in manufacturing processes and in
the supply chain. All ITC-owned manufacturing units are Hazard
Analysis and Critical Control Point (HACCP) certified. The quality
performance of all manufacturing units is monitored continuously
online. Going beyond process control, ITC ensures that quality
standards are scrupulously adhered to while choosing ingredients
that go into the preparation of its food products. (Know more
about ITC's Food Policy)

ITC's Foods brands delight millions of households with a wide

range of differentiated, value-added products developed by
leveraging ITC's in-house R&D capabilities, relevant consumer
insights, a deep understanding of the Indian palate gained from
its Hotels business, its agri-sourcing & packaging strengths,

exciting, innovative communication and an unmatched

distribution network.

The business continues to invest in every aspect of

manufacturing, distribution and marketing to ensure that it can
leverage emerging opportunities and fulfill its aspiration of being
the most trusted provider of Branded Packaged Foods in the
country. ITC's Foods business also exports its products to the key
geographies of North America, Africa, Middle East and Australia.

THEIR QUALITY COMMITMENT

Bingo! Yumitos and snacks are processed using the finest &
freshest possible ingredients. We take great care to carefully
select everything that gets in to a bag of Bingo! Our
manufacturing facilities adhere to the world class standards. Not
only are our state-of-the-art facilities HACCP certified, our
products are manufactured with Zero Human Product Touch
during the entire process.
This ensures that you - our valued customers, consume only the
highest quality, safe and hygienic snacks!
We look forward to your continued support and endorsement. You
can be assured that our promise will always be maintained and
we will never fall short of your expectations.

THEIR ADVERTISEMENT
The initial launch advertising, which used a wide variety of touch
points, highlighted the new brand name Bingo! by playing with
words that rhymed or sounded similar. One radio ad suggested
reasons to visit the Congo but then admitted that, while the
Congo had a lot of attractions, it did not have Bingo! Another TV

ad for a Tamil language class introduced various Tamil words, like

vaan-go, and then referenced Bingo!, suggesting, "No confusion,
only great combinations." Subsequent advertising focused on the
unique combinations of base and flavor and the crunchy texture
of the potato chips. The next challenge was to identify
breakthrough copy to support the launch. Frito-Lay are, to use
Ravi's words, "crazy spenders" who use a host of celebrities in
their advertising. ITC needed to create significant buzz,
excitement, and curiosity around Bingo! to stimulate trial at the
point of purchase.
The informational aspect of advertising involves providing information about
products, services, or about important issues. For example, the
government provides information about the dangers of cigarette smoking,
which is an example of informative advertising. Persuasive advertising
goes further and uses a persuasive message, for example by:

showing a famous personality (e.g. Gary Linaker) using the product

comparing the advantages of one product with another
Using sex appeal.
There are a number of processes involved in producing effective
advertising, including:
identifying the most appropriate market segments to target the
advertising
Choosing the best possible media, e.g. television, radio, posters etc.
projecting the right message in the adverts
getting the timing of the advertisements right
Tracking the effectiveness of the advertising, e.g. checking to see
how many people can recall the advert and its message.
Advertising is just one way of promoting a product. Promotion is the
business of communicating with customers. There are a number of ways of
promoting products and services, including:
In-store promotion e.g. giving away free samples in a supermarket
or card board counter display.
publicity in the media, competitions, and sponsorship
PR - public relations activities - i.e. presenting the public image of a
company to a wide audience

presenting products in attractive packaging

Creating an attractive brand for a product.

ITCS FOOD PACKAGING POLICY

ITC's Branded Packaged Foods business is one of the fastest growing
foods businesses in India, driven by the market standing and consumer

Bingo!,

franchise of its popular brands - Aashirvaad, Sunfeast,

Yippee!, Kitchens of India, B Natural, mint-o, Candyman and Gumon. The
Foods business is today represented in multiple categories in the market Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and
the newly introduced Juices & Beverages.

ITC's uncompromising commitment to the health and safety of its

consumers ensures adherence to the highest levels of quality, safety and
hygiene standards in manufacturing processes and in the supply chain. All
ITC-owned manufacturing units are Hazard Analysis and Critical Control
Point (HACCP) certified. The quality performance of all manufacturing units
is monitored continuously online. Going beyond process control, ITC
ensures that quality standards are scrupulously adhered to while choosing
ingredients that go into the preparation of its food products.
ITC's Foods brands delight millions of households with a wide range of
differentiated, value-added products developed by leveraging ITC's inhouse R&D capabilities, relevant consumer insights, a deep understanding
of the Indian palate gained from its Hotels business, its agri-sourcing &
packaging strengths, exciting, innovative communication and an
unmatched distribution network.
The business continues to invest in every aspect of manufacturing,
distribution and marketing to ensure that it can leverage emerging
opportunities and fulfill its aspiration of being the most trusted provider of
Branded Packaged Foods in the country. ITC's Foods business also
exports its products to the key geographies of North America, Africa, Middle
East and Australia.

RECOMMENDATIONS
1) Maintain the prices at current level.
2) Partner with NON-PEPSI brands like McDonalds to market
BINGO as the Indian snack.
3) Continue with whacky advertisement campaigns to keep
appealing to the city youth.
4) Launch different local flavors for different regions.
5) Move towards health conscious products, make the consumers
aware about the same.

BIBLIOGRAPHY
1) http://www.millwardbrown.com/globalnavigation/blogs/post/mb-blog/2009/02/17/Indian-brand-Bingotakes-on-Frito-Lay.aspx
2) http://itcportal.mobi/brands-microsite/bingo.aspx
3) http://www.abhinavjournal.com/images/Commerce_&_Management/Dec12/2.pdf

4) http://www.slideshare.net/NikunjAgrawal1/marketing-strategies-of-packaged-foodcompanies-in-india-dissertation.