Integrated Marketing Communication Plan for Bingo Presented by, Group N Akshat | Chandan | Manavendra | Monika | Rohit | Sunayna
Agenda Introduction
History
Corporate Mission
Corporate Vision
MAP
4P
SWOT
Problem Statement Situation Analysis Positioning
Segmentation
IMC Plan
Strategy and Objectives
Budget
Targeting
Positioning
Elements of the proposed IMC
Communication Plan
Intr In trod oduc ucti tion on-- Hi Hist stor oryy ITC •
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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
Agri-business
Introduction
Information Technology
Problem
Lifestyle Retailing
Foods
Situation
Packaging
Paperboards & Specialty Papers
Education & Stationery and Personal Care
Intr In trod oduc ucti tion on-- Hi Hist stor oryy ITC • •
Bingo! was launched in March 2007 Present Product Portfolio: – – –
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Bingo
Bingo! Potato Chips – ‘the ‘the crunchi crunchiest est potat potatoo chips’: chips’: Bingo! Mad Angles –"har "har angle angless se se Mmm Mmmm m…“ Bing Bingo! o! Ted Tedhe he Medh Medhee – A twist in every stick
The brand is associated with youth, fun and excitement The product product fulfi fulfills lls the consume consumers rs need need for variety variety and novelty in snacks.
Introduction
Problem
Situation
Corporate Mission and Vision
Vision
Mission
Introduction
• Sustain Sustain ITC's position position as one of of India's India's most valuabl valuablee corporations through world class performance, creating creating growing growing value value for the Indian Indian economy economy and the Company’s stakeholders
• To enhance the wealth generating capability of the enterprise enterprise in a globalisin globalisingg environment, environment, delive delivering ring superior and sustainable stakeholder value
Problem
Situation
Problem Statement •
To Formulate a comprehensive Integrated Marketing plan for Bingo aligned with the corporate mission and vission
Introduction
Problem
Situation
MAP Analysis Market Potentiality
Actor Competency
Customers
• Targeted at youth
Competitors
• High- Kurkure, Kurkure, Lays, Lays, Unclechips/ Unclechips/ other other snacks snacks
Opportunities for Improvements Threats/ Risks
• Very High- Changing tastes of consumers • High Chance of imitation (entry barrier-low)
Readiness of the Target Customers Societal, Ethical and Legal Issues Introduction
Product Fitness
Problem
• Very high • Low Situation
MAP Analysis Market Potentiality
Actor Competency
Product Fitness
Capability
• Very High- Well established player
Resources
• High- Into many many verticals verticals in food food industry industry
Competitive Advantage
Attractiveness of the Market Segment (Technical & Financial) Introduction
Problem
• Strong Brand Recognition ITC • Big Conglomerate • Very high- low entry barriers • Existing number of players very high • Untapped rural market Situation
MAP Analysis Market Potentiality
A Actor ctor Competency Competency
Characteristics of the Product
Use & Utility
Sensitivity to PQST (Price, Quality, Service, Time etc.)
Introduction
Problem
Product Fitness
• Perishable • Limited Shelf life
• Snack
• High- Alternative Alternativess are readily readily available available and low switching cost
Situation
S-T-P Psychographic (attitude/behavior)
Demographic (Age Group)
Geography (Locally preferred tastes)
Outgoing
15-30 years
North- Spicy/ Red Chilly EastEas t- Mus Mustard tard Stin Stingg
Fun-loving West- Plain Salted Bindaas
Sout So uthh- Ni Nimb mbu u Pa Pani ni
Bingo is positioned as a youthful and innovative snack, offering the consumers with choice in formats and traditional t raditional flavor Introduction
Problem
Situation
Objectives and Strategy •
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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
Situation
s i s y l a n A T O W S
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 I TC Limited brand name
1.Health conscious people avoid High fat and cholesterol in potato wafers 2. Wafers have high customer brand switching, hence difficult to understand customers
1.Leverage successful brand ITC 2.Advertise more to attract target group 3.Buy out smaller competition and tie-ups with resort, food chains
1.Threat from local substitute snacks 2.Reduced consumption by health conscious people
Portfolio includes 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
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)
Compete effectivel effectivelyy with competitors 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
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
Promotional Mix Railways Public Announcement
Direct Selling
TV Commercials
Radio Promotions
Print
Outdoor Ads
In-store Ads
Online
Events
Introduction
Problem
Situation
Bingo! Loud & Clear Campaign • To inform the public about the fact that Bingo! Premium salted potato chips was offering 25% extra
Objective Advertising Agency
• Ogilvy & Mather
Place of Launch Insights and Idea Creative Execution Results Introduction
• 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
• Able to capture attention of the consumers waiting at the platform • 32% rising sales, campaign lasted for a few months
Problem
Situation
Dire Di rect ct Se Sellllin ingg - Sa Samp mplin lingg •
Introduction
Carried out for Bingo! Mad Angl An gles es Mas Masti ti Chat Chat
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12 cities
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28 malls
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1,80,000 samples
Problem
Situation
TV Promotions • • •
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Launched during World Cup 2007 5 different commercials launched – 30 sec each Bind Bindas as Masti asti Chat, hat, Mad Mad Ang Anglles, es, Chat Chatki kila la Ni Nim mbu Acha Acharr and Tandoo Tandoori ri Paneer Paneer Tikka 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
Situation
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 during these hours and listen to the radio then)
Introduction
Problem
Situation
Print
Introduction
Problem
Situation
Online Presence •
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Highly Active and Hugely Popular faceb faceboo ookk page page Close to 3 million likes Regular promotional events organized organized through facebook facebook page Features like Store Locator, Top Fans and Games available on page. Official YouTube channel and Twitter stream
Introduction
Problem
Situation
Recommendations for IMC plan Cinema Campaign Bingo! CinemaMasti
Introduction
TVC Campaign
Print Ad Campaign
Bingo! Masti Chat
Bingo! Red Chilli Bijli
Problem
Situation
Cinema Campaign Bingo! CinemaMasti •
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Launch during the months of December 2012 – January 2013 Winter Vacations, much-awaited 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
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Standee
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Seat Cover Branding
On-screen branding –
First spot
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Interval spot
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Last spot
Introduction
Problem
Situation
TVC Campaign Bin Bi ngo! Ma Mast stii Ch Chaat •
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Launch Launch duri during ng Dec’1 Dec’122 – Feb’13 Feb’13 Winter vacations, students watch a lot lot of television Ongoing India-England Test and One-Day series will be the focus of all attention
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Channel Tie-ups: UTV Bindaas, MTV, Star Cricket, Star World, Zee TV
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Around 20-30 spots per channel per day
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30 second ads cost around Rs. 50,000 to Rs. 1 lakh
Introduction
Problem
Situation
Print Ad Campaign Bingo! Red Chilli Bijli
Introduction
Problem
Situation
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%
Introduction
Problem
Situation
Communication process
Introduction
Problem
Situation
Encoding - Name mess
Introduction
Recallable
Conveying attributes
Trendy and fun
Focus on slapstick humour
Boing sound
Concept of teasers
Problem
Situation
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
Situation
Decoding
Bingo is perceived as a youthful and innovative snack, offering the consumers with choice in formats and traditional flavour
Introduction
Problem
Situation
Estimated Budget •
Methods of budgeting – – – – –
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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
Situation
Estimated Budget Cont.. Estimated Costs Ad Campaign Ad Spot (30 Sec)
Estimated Cost Big Cinemas
Number of Spots per Channel per day Number of Channels
75000 Mumbai On Screen Display Per Day Gujrat/Rajasthan 15 Delhi/NCR/Punjab 5 TN/Karnatka/AP
2500000 6 000 00 1500000 125000
Total Cost Per Day
WB, UP, MP and Chattissgarh 0.5625 Per Day Pan India
400000 5125000
For 3 Months
42.1875 Crore For 45 Days
Red Chilli Bijli
20 Crore
Bingo business has not yet break even and competition is increasing So extra marketing expenses are very important
Introduction
Problem
Total Present Budget Overlap Net Budget
23.0625 Crore 85.25 1 00 30 155.25 Crore
100 Crore was initial budget budget at the time time of launch, we have assumed the same for this thi s year to be conservative
Situation
Thank you