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Integrated Marketing
Communication Plan for Bingo
Presented by,
Group N
Akshat | Chandan | Manavendra | Monika | Rohit | Sunayna
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
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
Problem Statement
• To Formulate a comprehensive Integrated
Marketing plan for Bingo aligned with the
corporate mission and vission
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning 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
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
• Carried out for Bingo! Mad
Angles Masti Chat
• 12 cities
• 28 malls
• 1,80,000 samples
Direct Selling - Sampling
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
• 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
AnalysisPositioning IMC plan Budget
• 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
AnalysisPositioning IMC plan Budget
IntroductionProblem
Statement
Situation
AnalysisPositioning 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
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
Cinema Campaign
Bingo! CinemaMasti
Print Ad Campaign Bingo! Red Chilli Bijli
TVC Campaign Bingo! Masti
Chat
Recommendations for IMC plan
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
• 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
AnalysisPositioning IMC plan Budget
• 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
AnalysisPositioning IMC plan Budget
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
Communication process
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
Encoding - Names
RecallableConveying attributes
Trendy and fun
Focus on slapstick humour
Boing sound Concept of
teasers
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
Decoding
Bingo is perceived as a youthful and innovative
snack, offering the consumers with choice in
formats and traditional flavour
IntroductionProblem
Statement
Situation
AnalysisPositioning 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)
IntroductionProblem
Statement
Situation
AnalysisPositioning IMC plan Budget
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
AnalysisPositioning IMC plan Budget
Thank you
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