Rakhi Mazumdar
IN a break from traditional advertising,
ITC has decided to use the concept of individualism while launching its "I"
brand of bischips. So far, biscuits have always been projected as a family product, to be
shared. But this is the first time that the individual is being targeted.
ITC recently announced plans to launch
bischips, a completely new category of baked snack products, in the nature of biscuits.
"The communication for the
‘I’ brand is aimed at the young individual. It targets what in marketing
parlance is referred to as ‘I am Me’ category. It appeals to potential consumers
who would love to indulge in themselves. In that sense it stokes an individual’s
narcissistic streak," Jagdeep Kapoor, managing director, Samsika Marketing
Consultants, said.
ITC is eyeing the 15-25 year age group as
the target audience. It is available in three flavours, sour cream and onion, tangy tomato
and chat masala, at two different price points of Rs 5 and Rs 10. The big mantra for
brands is having a small name that can be easily pronounced.
For a new product like "I"
bischips, this is even more important since it is in a category of its own and thus has to
cut away the clutter, marketing experts said. The ground rules for success in the foods
business, especially in branded foods, continue to be availability, taste and
affordability, Mr. Kapoor said. And, ITC will have to prove it is capable of satisfying
all three. The first feel of the product’s performance is likely to come in by June.
ITC is making a foray into the foods business, which is expected to boost its topline by
nearly Rs 500 crore in the next four to five years.
Growth will come by expanding the product
range, which includes staples, confectionery and premium ready-to-eat (RTE) products. The
company is also exploring the idea of exporting RTEs, which comes under the Kitchens of
India brand, leveraging its range of cuisine from Dum Pukht, Dakshin and Bukhara
restaurants of ITC Hotels. ITC has launched branded whole-wheat flour or atta in the south
under the Aashirvaad brand.
