Why Mad Angles are Triangles
In March 2007, ITC launched Bingo with the product "Mad Angles". The leading company was PepsiCo with their star product - 'Lays'. Snack meant 'Lays' at that time.
Mad angles needed to capture sustainable market share as ITC was expanding in the FMCG sector at a higher pace. What actually made Mad Angles sustainable in this highly competitive market?
There are multiple reasons that happened at the same time to make Bingo grow like Bingo!! But there was one thing that made consumers buy the product and make them try at least once, and that was its shape - Triangle.
Reasons that made Bingo grow like Bingo!!
Timing
Why did ITC launch bingo?
ITC launched Bingo in 2007 to coincide with the cricket World Cup in the West Indies. It, in a press statement, had then said, “The initial offerings from Bingo include an array of products in both potato chips & finger snacks segment.”
World Cup was from 13 March to 28 April 2007 and Bingo announcement was on the prior timelines. It was a good time to get the light.
Product flavour
Mad Angles is a classic instant snack with a desi twist. These crunchy corn-based chips are made in a crazy triangle shape and loaded with lip-smacking flavors.
In early 2007, Lays had market dominance. PepsiCo was the star player, the main thing you will realize in the Indian market is they fall for the international market easily. If they are getting American flavor/lifestyle things, they fall for it easier as compared to the Indian-origin things. As the Indian audience is aspirational, capturing it with International Tadka is a soft spot for them. Lays had American psychology hitting Indians as aspirational and classic and made a respectable market share. To compete with players like PepsiCo, ITC decided to make Indian-centric products and launched flavors like "Achari Masti" &?and "Tomato Mischief".
Then, a tagline should be decided to market it. A marketing plan should be taken care of as this will drive the footfall.
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As an outcome of this prolonged and exhaustive research, the ITC team identified a platform that cut across cultures & that automatically elicited the interest of the youth – Humour.
The communication thought of “Perfect from all Angles"
Perfect from all angles lead to triangle-shaped Mad Angles.
Think about it, if Mad Angles had never been Triangles, would you ever buy it?
Marketing tendencies usually change positioning with product designs too. To make the market a buzz, companies need to make changes that can make consumers think twice but it will remain in their mind throughout their journeys.
That's 'In The Ishank's Mind', will meet you next week.
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