Bingo Chips StrategyThe Bingo chips brand was launched by ITC on March 14, 2007 with an aim to capture at least 25% market share of Rs 2000 branded snacks crore within five years. an extremely ambitious goal according to observers as the market was dominated by the Frito Lay group (owned by Pepsi Co) with a number of brands such as Lays, Kurkure and Uncle Chipps holding 50% of the market share. The other was Haldiram group with 25% market share. The organized snacks category is divided into Traditional segment (Bhujia,Chana etc.) dominated by Haldiram. The second category is the Western segment (fries, cheese balls, puffs, etc.) and the finger snack segment, which is an adaptation of traditional snacks to the Western format. The last two categories are dominated by the Frito Lay group. ITC has launched an aggressive marketing campaign to enter and gain considerable market share in the highly competitive world of snacks. The success of Bingo marketing strategy can be attributed to the following 4 Ps:-1. Television advertising campaign2. Assortment of flavors and attractive packaging3. High availability at retailers large and small across the country4. Pricing Strategy The launch of Bingo was strategically timed around the World Cup to capitalize on the huge popularity such snacks and cocktails would find among cricket lovers in the country. So cricket lovers will be able to enjoy their favorite matches while enjoying a brand new range of innovative World Cup Bingo snacks. The idea is to convince the consumer to take the first bite. Not only the flavors but also the advertisement should have had an Indian touch! The advertising strategy used humor to sell Bingo. The announcements were well received by the public. Notable ones include Bingo, from the crunchiest potato chip advert, to the Tamil learning bingo advert. The ones that followed were the one where a man is declared pregnant due to his craving for Bingo Achari Masti and the Glad Bangles-Mad Angles ads. These advertisements were aired on almost every channel: national, regional, sports, news and, of course, children's channels. This sudden blitzkrieg of media announcements left a mark on the public's mind and it showed. In some areas, Bingo's market share has reached 50%; in no market is it less than 15%. In April 2007 Bingo also launched a website BingeOnBingo.com with the aim of targeting young people online.