imc plan-bingo_group n

Agenda

Introduction HistoryCorporate Mission

Corporate Vision

Problem Statement

Situation Analysis

MAP 4P SWOT

Positioning Segmentation Targeting Positioning

IMC Plan Strategy and Objectives

Elements of the proposed IMC

Communication Plan

Budget

Introduction- History

• ITC was formed on August 24, 1910 under the name Imperial Tobacco Company of India Limited

• Later the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974

IntroductionProblem

Statement

Situation

AnalysisPositioning IMC plan Budget

ITC

Cigarettes & Tobacco

HotelsInformation Technology

PackagingPaperboards &

Specialty Papers

Agri-business FoodsLifestyle Retailing

Education & Stationery and Personal Care

Introduction- History

• Bingo! was launched in March 2007

• Present Product Portfolio:– Bingo! Potato Chips – ‘the crunchiest potato chips’:

– Bingo! Mad Angles –"har angles se Mmmm…“

– Bingo! Tedhe Medhe – A twist in every stick

• The brand is associated with youth, fun and excitement

• The product fulfills the consumers need for variety and novelty in snacks.

IntroductionProblem

Statement

Situation


ITC Bingo

Corporate Mission and Vision

Vision

• Sustain ITC's position as one of India's most valuable corporations through world class performance,creating growing value for the Indian economy and the Company’s stakeholders

Mission

• To enhance the wealth generating capability of the enterprise in a globalising environment, delivering superior and sustainable stakeholder value

IntroductionProblem

Statement

Situation


Problem Statement

• To Formulate a comprehensive Integrated

Marketing plan for Bingo aligned with the

corporate mission and vission

IntroductionProblem

Statement

Situation


MAP Analysis

• Targeted at youthCustomers

• High- Kurkure, Lays, Unclechips/ other snacksCompetitors

• Very High- Changing tastes of consumersOpportunities for

Improvements

• High Chance of imitation (entry barrier-low)Threats/ Risks

• Very highReadiness of the

Target Customers

• LowSocietal, Ethical and

Legal Issues

IntroductionProblem

Statement

Situation


Product FitnessMarket Potentiality Actor Competency

MAP Analysis

• Very High- Well established playerCapability

• High- Into many verticals in food industryResources

• Strong Brand Recognition ITC• Big Conglomerate

Competitive Advantage

• Very high- low entry barriers• Existing number of players very high• Untapped rural market

Attractiveness of the Market Segment (Technical &

Financial)

IntroductionProblem

Statement

Situation


Product FitnessMarket Potentiality Actor CompetencyMarket Potentiality Actor Competency

MAP Analysis

• Perishable• Limited Shelf life

Characteristics of the Product

• SnackUse & Utility

• High- Alternatives are readily available and low switching cost

Sensitivity to PQST (Price, Quality, Service, Time etc.)

IntroductionProblem

Statement

Situation


Product FitnessMarket Potentiality Actor Competency Product FitnessActor Competency

S-T-P

Psychographic (attitude/behavior)

Outgoing

Fun-loving

Bindaas

Demographic (Age Group)

15-30 years

Geography (Locally preferred tastes)

North- Spicy/ Red Chilly

East- Mustard Sting

West- Plain Salted

South- Nimbu Pani

Bingo is positioned as a youthful and innovative snack, offering the

consumers with choice in formats and traditional flavor

IntroductionProblem

Statement

Situation


Objectives and Strategy

• Creating awareness of the brand keeping the brand name “Bingo” at the center stage

• Communicating the differentiating attributes like flavors and shape

• Proposing the elements of IMC mix and discussing the strategy-advertising, promotional mix, direct marketing and sales promotion

• Deciding the communication process

• Making budget and execution plan

IntroductionProblem

Statement

Situation


STRENGTH

1.Excellent branding and advertising on TVCs and print ads

2.Excellent distribution and availability

3.Great variety of flavors gives customers options4. Reasonable pricing ensures spontaneous purchase5. Strong backing of ITC Limited brand name

WEAKNESS

1.Health conscious people avoid High fat and cholesterol in potato wafers2. Wafers have high customer brand switching, hence difficult to understand customers

OPPORTUNITY

1.Leverage successful brand ITC

2.Advertise more to attract target group

3.Buy out smaller competition and tie-ups with resort, food chains

THREAT

1.Threat from local substitute snacks

2.Reduced consumption by health conscious peopleSW

OT A

nal

ysis

PRODUCT

Portfolio includes Potato Chips & Finger Snacks segment

Offerings in 16 different flavors

Differentiated itself in the market through its “Indianised” flavors

The launch basket also included finger snack ‘Tedhe Medhe’ and ‘Live wires’ with two flavors

Gujrati Khakra as a base instead of Potato Chips

PRICE

Compete effectively with competitors - direct frontal attack by introducing similar priced SKU’s

Enjoyed cost advantage over its competitors through its e-Choupal

Differentiated by providing SKU’s at Rs.5, Rs.10, and Rs.20

PROMOTION

Strategically timed around the world cup

Extensive distribution network

Distribution of more than 4,00,000 large racks to retailers Wacky, humor and irreverent advertising -successful in breaking the clutter amongst the youth

10-15 spots per channel per day, 20 spots on the radio stations, supported by thousands of hoardings advertising advertising the product

Bingo National Gaming Championship

Bingeonbingo.com and Mad Angles Twister application (Facebook)

PLACE

Grocery Stores, Bakery, Wholesale

HORECA, Convenience Stores, Local betel shops

Leveraged ITC’s distribution network (Cigarette & Tobacco)

Crucial alliance with Future Group helped in stocking only ITC’s Bingo in the outlets like Big Bazar, Food Bazar

4P’s o

f IT

C B

ingo

!

Promotional Mix

Railways Public Announcement

Direct SellingTV

Commercials

Radio Promotions

Print Outdoor Ads

In-store Ads Online Events

IntroductionProblem

Statement

Situation


Bingo! Loud & Clear Campaign• To inform the public about the fact that Bingo! Premium salted potato

chips was offering 25% extraObjective

• Ogilvy & MatherAdvertising Agency

• Major Railway Stations

Place of Launch

• To address declining sales by offering more in ₹ 5 pack• 11 m people travel using railways which invariably run late

Insights and Idea

• Address done in the same tone and unassuming manner• Simultaneously across all major stations in South India

Creative Execution

• Able to capture attention of the consumers waiting at the platform• 32% rising sales, campaign lasted for a few monthsResults

IntroductionProblem

Statement

Situation


• Carried out for Bingo! Mad

Angles Masti Chat

• 12 cities

• 28 malls

• 1,80,000 samples

Direct Selling - Sampling

IntroductionProblem

Statement

Situation


• Launched during World Cup 2007

• 5 different commercials launched – 30 sec each

• Bindas Masti Chat, Mad Angles, Chatkila Nimbu Acharand Tandoori Paneer Tikka

• 10-15 spots booked for each channel per day– Youth channels like MTV and Star World

– Mass Hindi Channels like Zee TV and Star Plus

– News Channels

TV Promotions

IntroductionProblem

Statement

Situation


• Launched in 2007

• About 20 spots a day

• Channels like Radio One and Radio Mirchi

• Radio commercials between 8 and 10 AM and between 6 and 8 PM (research revealed that most youngsters travel during these hours and listen to the radio then)

Radio Promotions

IntroductionProblem

Statement

Situation


Print

IntroductionProblem

Statement

Situation


Online Presence• Highly Active and Hugely Popular

facebook page

• Close to 3 million likes

• Regular promotional events

organized through facebook page

• Features like Store Locator, Top

Fans and Games available on page.

• Official YouTube channel and

Twitter stream

IntroductionProblem

Statement

Situation


Cinema Campaign

Bingo! CinemaMasti

Print Ad Campaign Bingo! Red Chilli Bijli

TVC Campaign Bingo! Masti

Chat

Recommendations for IMC plan

IntroductionProblem

Statement

Situation


• Launch during the months of December 2012 – January 2013

• Winter Vacations, much-awaited movies to be released: Dabangg 2, Talaash, Twilight

Saga – Breaking Dawn Part 2

• Forge tie-ups with multiplexes like Big Cinemas, PVR, INOX, IMAX etc

• Would involve both on-screen and off-screen branding

• Off-screen branding

– Product Display

– Standee

– Seat Cover Branding

• On-screen branding

– First spot

– Interval spot

– Last spot

Cinema Campaign

Bingo! CinemaMasti

IntroductionProblem

Statement

Situation


• Launch during Dec’12 – Feb’13

• Winter vacations, students watch a lot of television

• Ongoing India-England Test and One-Day series will be the focus of all

attention

• Channel Tie-ups: UTV Bindaas, MTV, Star Cricket, Star World, Zee TV

• Around 20-30 spots per channel per day

• 30 second ads cost around Rs. 50,000 to Rs. 1 lakh

TVC Campaign

Bingo! Masti Chat

IntroductionProblem

Statement

Situation


IntroductionProblem

Statement

Situation


Print Ad CampaignBingo! Red Chilli Bijli

Sales Promotion

Sales Promotion

• To communicate that 25% extra quantity is available

Media

• Indian railways PA system

Message

• It takes longer to fish a packet as it has 25%

IntroductionProblem

Statement

Situation


Communication process

IntroductionProblem

Statement

Situation


Encoding - Names

RecallableConveying attributes

Trendy and fun

Focus on slapstick humour

Boing sound Concept of

teasers

IntroductionProblem

Statement

Situation


Message content

Bingo potato chips – “The crunchiest

potato chips”

Bingo mad angles – “har

angles se mmm”

Bingo tedhemedhe – “A

twist in every stick”

Eye catching and fun

Higher recall value

Communicate attributes as well

IntroductionProblem

Statement

Situation


Decoding

Bingo is perceived as a youthful and innovative

snack, offering the consumers with choice in

formats and traditional flavour

IntroductionProblem

Statement

Situation


Estimated Budget• Methods of budgeting

– Percentage of Sales

– Objective and Task

– Payout Planning

– Affordability

– Competitive Parity

• For Bingo, Marketing is considered to be its USP. So we will use combination of :– Competitive Parity (Competition from Lays)

– Objective and Task ( For new Initiatives)

IntroductionProblem

Statement

Situation


Estimated Budget Cont..

Estimated Costs Ad CampaignAd Spot (30 Sec) 75000

Number of Spots per Channel

per day 15

Number of Channels 5

Total Cost Per Day 0.5625

For 3 Months 42.1875 Crore

Estimated Cost Big CinemasMumbai On Screen Display Per Day 2500000

Gujrat/Rajasthan 600000

Delhi/NCR/Punjab 1500000

TN/Karnatka/AP 125000

WB, UP, MP and Chattissgarh 400000

Per Day Pan India 5125000

For 45 Days 23.0625 Crore

Red Chilli Bijli 20 Crore Total 85.25

Present Budget 100

Overlap 30

Net Budget 155.25 CroreBingo business has not yet break even and

competition is increasing

So extra marketing expenses are very

important100 Crore was initial budget at the time of launch, we

have assumed the same for this year to be conservative

IntroductionProblem

Statement

Situation


Thank you

imc plan-bingo_group n

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