Integrated Marketing Communication Plan for Bingo

Presented by, Group N

Akshat | Chandan | Manavendra | Monika | Rohit | Sunayna

Agenda
Introduction Problem Statement
History Corporate Mission Corporate Vision

Situation Analysis
Positioning IMC Plan Budget

MAP

4P

SWOT

Segmentation

Targeting

Positioning

Strategy and Objectives

Elements of the proposed IMC

Communication Plan

Introduction- History
ITC
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
Cigarettes & Tobacco

Hotels

Information Technology

Packaging

Paperboards & Specialty Papers

Agri-business

Foods

Lifestyle Retailing

Education & Stationery and Personal Care

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Introduction- History
ITC
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

Bingo

The brand is associated with youth, fun and excitement The product fulfills the consumers need for variety and novelty in snacks.
Introduction Problem Statement Situation Analysis Positioning IMC plan Budget

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 Companys stakeholders

Mission

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

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Problem Statement
To Formulate a comprehensive Integrated Marketing plan for Bingo aligned with the corporate mission and vission

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

MAP Analysis
Market Potentiality
Customers Competitors Opportunities for Improvements Threats/ Risks Readiness of the Target Customers Societal, Ethical and Legal Issues
Introduction

Actor Competency
Targeted at youth

Product Fitness

High- Kurkure, Lays, Unclechips/ other snacks Very High- Changing tastes of consumers High Chance of imitation (entry barrier-low) Very high Low
Situation Analysis Positioning IMC plan Budget

Problem Statement

MAP Analysis
Market Potentiality Actor Competency Product Fitness

Capability

Very High- Well established player

Resources

High- Into many verticals in food industry Strong Brand Recognition ITC Big Conglomerate Very high- low entry barriers Existing number of players very high Untapped rural market
Situation Analysis Positioning IMC plan Budget

Competitive Advantage Attractiveness of the Market Segment (Technical & Financial)

Introduction Problem Statement

MAP Analysis
Market Potentiality Actor Competency Product Fitness

Characteristics of the Product Use & Utility Sensitivity to PQST (Price, Quality, Service, Time etc.)

Perishable Limited Shelf life Snack High- Alternatives are readily available and low switching cost

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

S-T-P
Psychographic (attitude/behavior)
Outgoing

Demographic (Age Group)

15-30 years

Geography (Locally preferred tastes)

North- Spicy/ Red Chilly East- Mustard Sting

Fun-loving West- Plain Salted Bindaas South- Nimbu Pani

Bingo is positioned as a youthful and innovative snack, offering the consumers with choice in formats and traditional flavor
Introduction Problem Statement Situation Analysis Positioning IMC plan Budget

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
Introduction Problem Statement Situation Analysis Positioning IMC plan Budget

SWOT Analysis

STRENGTH 1.Excellent branding and advertising on TVCs and print ads 2.Excellent distribution and availability 3.Great variety of flavors gives customers options 4. Reasonable pricing ensures spontaneous purchase 5. Strong backing of ITC Limited brand name

WEAKNESS 1.Health conscious people avoid High fat and cholesterol in potato wafers 2. 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 people

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 SKUs Enjoyed cost advantage over its competitors through its e-Choupal Differentiated by providing SKUs at Rs.5, Rs.10, and Rs.20

4 Ps of ITC Bingo!

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 ITCs distribution network (Cigarette & Tobacco) Crucial alliance with Future Group helped in stocking only ITCs Bingo in the outlets like Big Bazar, Food Bazar

Promotional Mix
Railways Public Announcement Direct Selling TV Commercials

Radio Promotions

Print

Outdoor Ads

In-store Ads

Online

Events

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Bingo! Loud & Clear Campaign

Objective Advertising Agency Place of Launch Insights and Idea Creative Execution
To inform the public about the fact that Bingo! Premium salted potato chips was offering 25% extra Ogilvy & Mather

Major Railway Stations

To address declining sales by offering more in 5 pack 11 m people travel using railways which invariably run late Address done in the same tone and unassuming manner Simultaneously across all major stations in South India

Results
Introduction

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

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Direct Selling - Sampling

Carried out for Bingo! Mad Angles Masti Chat 12 cities 28 malls 1,80,000 samples

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

TV Promotions
Launched during World Cup 2007 5 different commercials launched 30 sec each Bindas Masti Chat, Mad Angles, Chatkila Nimbu Achar and 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

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Radio Promotions
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)

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Print

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

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

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Recommendations for IMC plan

Cinema Campaign
Bingo! CinemaMasti

TVC Campaign
Bingo! Masti Chat

Print Ad Campaign
Bingo! Red Chilli Bijli

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Cinema Campaign Bingo! CinemaMasti

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 Introduction Problem Statement Situation Analysis Positioning IMC plan Budget

TVC Campaign Bingo! Masti Chat

Launch during Dec12 Feb13 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
Introduction Problem Statement Situation Analysis Positioning IMC plan Budget

Print Ad Campaign Bingo! Red Chilli Bijli

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

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%
Problem Statement Situation Analysis

Introduction

Positioning

IMC plan

Budget

Communication process

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Encoding - Names
Recallable
Conveying attributes Focus on slapstick humour Concept of teasers

Trendy and fun

Boing sound

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Message content

Bingo potato chips The crunchiest potato chips

Bingo mad angles har angles se mmm

Bingo tedhe medhe A twist in every stick

Eye catching and fun Higher recall value Communicate attributes as well
Introduction Problem Statement Situation Analysis Positioning IMC plan Budget

Decoding

Bingo is perceived as a youthful and innovative snack, offering the consumers with choice in formats and traditional flavour

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

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)

Introduction

Problem Statement

Situation Analysis

Positioning

IMC plan

Budget

Estimated Budget Cont..

Estimated Costs Ad Campaign
Ad Spot (30 Sec) Number of Spots per Channel per day Number of Channels Total Cost Per Day For 3 Months Red Chilli Bijli

Estimated Cost Big Cinemas

2500000 600000 1500000 125000 400000 5125000 23.0625 Crore 85.25 100 30 155.25 Crore

75000 Mumbai On Screen Display Per Day Gujrat/Rajasthan 15 Delhi/NCR/Punjab 5 TN/Karnatka/AP WB, UP, MP and Chattissgarh 0.5625 Per Day Pan India 42.1875 Crore For 45 Days 20 Crore Total Present Budget Overlap Net Budget

Bingo business has not yet break even and competition is increasing So extra marketing expenses are very important Problem Statement

100 Crore was initial budget at the time of launch, we have assumed the same for this year to be conservative

Introduction

Situation Analysis

Positioning

IMC plan

Budget

Thank you