Académique Documents
Professionnel Documents
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Agenda
Introduction Problem Statement
History Corporate Mission Corporate Vision
Situation Analysis
Positioning IMC Plan Budget
MAP
4P
SWOT
Segmentation
Targeting
Positioning
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
Agri-business
Foods
Lifestyle Retailing
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
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
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
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
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
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
Outdoor Ads
In-store Ads
Online
Events
Introduction
Problem Statement
Situation Analysis
Positioning
IMC plan
Budget
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
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
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
TVC Campaign
Bingo! Masti Chat
Print Ad Campaign
Bingo! Red Chilli Bijli
Introduction
Problem Statement
Situation Analysis
Positioning
IMC plan
Budget
On-screen branding
First spot Interval spot Last spot Introduction Problem Statement Situation Analysis Positioning IMC plan Budget
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
Boing sound
Introduction
Problem Statement
Situation Analysis
Positioning
IMC plan
Budget
Message content
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
Introduction
Problem Statement
Situation Analysis
Positioning
IMC plan
Budget
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