PRODUCT AND BRAND MANAGEMENT OF BINGO

Abstract

I, the student of Delhi School of Management, Delhi Technological University took the brand ITC Bingo to conduct primary and secondary research to understand the branding strategies, marke ng mix and brand percep on of Bingo. Studying brand percep on and conduc ng qualita ve research based on hypothesis tes ng was the aim of the project. This project is an a empt to understand the product, factors that affect it internally and externally, its posi on in the market, in the eyes of the customers and make necessary recommenda ons. We have focused equally on primary and secondary research for this project. The primary research includes customer survey where we looked at the tastes and preferences of the consumers. We have also looked at the marke ng campaigns through the years which have helped the product build its brand and establish itself as a household name. The report is thus a comprehensive analysis of the product Bingo and where it stands in this highly compe ve scenario, withstanding the old and new compe tors.