Bingo IMC analysis
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Bingo IMC analysis Bingo IMC analysis Presentation Transcript

  • ITC: Bingo Integrated Marketing Campaign Group 10 Section C
  • Agenda GenesisConclusion STP Channels Phases
  • Genesis STP Phases Channels ConclusionGenesis of the brand Decision to foray into 1800 crores branded snack market Cross functional team of 8 individuals travelling across 14 cities to gain insights into consuming habits of Indians Research showed consumers looking for combination of flavours e.g.: paneer plus samosa or tomato plus khakra Top chefs asked to come up with 16 new and innovative flavours Final launch of Bingo! on March 14, 2007
  • Genesis STP Phases Channels ConclusionWhat’s in a name? Recallable Easy to Trendy and pronounce Fun Bingo! “Boing” Exclamation sound mark synonymity
  • Genesis STP Phases Channels Conclusion Bingo! Potato Chips – ‘the crunchiest potato chips’ Combination of crunchy potato chips and yummy flavours Flavours ranging from traditional to innovative onesBingo! Mad Angles– „har angles se Mmmm…’A combination of innovative flavours on a traditional khakra baseSynonymous with the ideal triangular snack and perfect tastedelivery Bingo! Tedhe Medhe – „A twist in every stick‟ A popular spindle shaped format offering to celebrate the “eccentricities” in life Consists of rice meal or corn meal mixed with edible oil, seasonings, salt, spices and condiments
  • Genesis STP Phases Channels Conclusion Bingo! Segmentation And Targeting Psychographic Demographic Geography (attitude/behavior) (Age group) (locally preferred tastes)• Outgoing • 15-30 years • North- Spicy/ Red chilly• Fun-loving • East- Mustard Sting• Bindaas • West- Plain Salted • South- Nimbu Spicy
  • Genesis STP Phases Channels ConclusionBingo! PositioningBingo! Is positioned as a youthful and innovative snack, offering theconsumers with choice in formats and traditional flavor
  • Genesis STP Phases Channels ConclusionPerception Maps
  • Genesis STP Phases Channels Conclusion • To create awareness of brand “Bingo” Mission • Viral Mails followed by TVCs Media • Brand name “Bingo” at the center stage Message
  • Genesis STP Phases Channels Conclusion Phase1 - Playing with Names Flamingo, Django, Vango Pongo – Bingo! • Flamingo – National Geographic Channel • Django – WantedTerrorist • Vaango Pongo – Tamil Learning Documentary • Surprise shift to rhyming name “Bingo” Glad Bangles - Mad Angles! • Teleshopping for Glad Bangles suddenly turning into a Bingo Ad with rhyming names. 5 liars – Live wires! • A story about 5 liars turning to live wires
  • Genesis STP Phases Channels Conclusion • To communicate the attributes Mission • Different Sets of TVCs, Radio, Outdoor Mkt & Media Print • Flavors and Shapes at the Center Stage Message
  • Genesis STP Phases Channels Conclusion Phase 2 - Attributes & Shapes – 1/2 Bingo! Potato Chips – ‘the crunchiest potato chips’ • Crunchiness Test at different conditions • Bingo Snacking Sound used for Special effects in Godzilla Movie Bingo! Mad Angles – ‘har angles se Mmmm…’ • Office Meeting to discuss which angle is the best • So yummy that even the “Alibaba” caves open up to eat them • CompassBaba – can’t tell which angle is better
  • Genesis STP Phases Channels Conclusion Phase 2 - Attributes & Shapes – 2/2 Bingo! Hatke Jatke • 2 people fighting to give different shapes Bingo! Tedhe Medhe – ‘A twist in every stick’ • No 2 Tedhe Medhe sticks have the same shape
  • Genesis STP Phases Channels Conclusion Phase 2 - Flavors Bingo Red Chilli So hot that a flying kiss after eating Bingo sets pocket on fire! Achari Masti Pet Ka Paap – Pregnant Woman can’t resist the desire to eat Achari Masti flavour! International American Onion So international that even villagers speak American lingo!
  • Genesis STP Phases Channels Conclusion • To communicate that 25% extra quantity is Mission available • NT – Indian Railways PA System Media • It takes longer to finish a packet, as it has 25% Message extra
  • Genesis STP Phases Channels Conclusion Bingo! Loud & Clear campaignObjective: To inform the public about that Bingo! Premium Salted Potato chips was offering 25% extraAdvertising agency: O&M BangalorePlace of launch: Mysore Railway station
  • Genesis STP Phases Channels ConclusionChronological order of promotion Media Promotion Title Date Radio Khabar 2011-08-19 Radio White shirt 2011-08-18 Radio Bhatt saab 2011-08-18 Radio Baba 2011-08-18 TV Lost son 2011-07-25 OOH Masti chaat 2011-04-15 TV Khulja sim sim 2011-04-08 OOH Hoarding - Wagon wheel 2011-04-05 TV Kya sim sim khulega - Teaser 2011-04-01 TV Parade 2010-12-22 TV Baba 2010-10-11 Radio Union ki mang 2010-09-17 Radio Wife 2010-09-17 TV Horror 2010-06-23 Digital Fire 2010-05-12 TV Office 2010-04-10 TV Fire engine 2010-04-10 Radio Railway Station 2010-02-26 Radio Laila Majnu 2010-02-26 Print Ab Black & White mat jiyo... 2010-02-04 Digital Twister 2010-01-23 TV Ghav pe namak 2010-01-04 OOH Bingo - Red Chili 2010-01-03 OOH Can cause fire 2009-12-22 TV Mummy 2009-12-22
  • Genesis STP Phases Channels Conclusion Railways PA Direct Event Selling Online TVC In-store Radio Adv Outdoor Print Adv
  • Railway Direct TVC Radio Print In-Store OOH Online Events Bingo! Loud & Clear campaign – Railways PA • To address decline in sales by offering more per Insights & Rs. 5 pack • 11 mn. people travel using railways which Idea invariably run late • Address done in same tone and in an unassuming Creative manner • Simultaneously across all major stations in South Execution India • Able to capture attention of the consumers who are waiting at the platform Results • 32% rise in sales and campaign lasted for a few months
  • Railway Direct TVC Radio Print In-Store OOH Online Events Direct Selling - Sampling  Bingo Mad Angles Masti Chat  12 Cities  28 Malls  1,80,000 Samples
  • Railway Direct TVC Radio Print In-Store OOH Online Events TV PROMOTIONS  Launched during World Cup 2007  5 different commercials launched – 30 secs each “bindas masti chaat, mad angles, chatkila nimbu achar and tandoori paneer tikka”  10-15 spots booked on each channel per day Youth Channels like MTV and Star World Mass Hindi Channels like Zee and Star TV News Channels
  • Railway Direct TVC Radio Print In-Store OOH Online Events Radio PROMOTIONS  Launched in 2007  About 20 spots a day  Channels like Radio One and Radio Mirchi  Radio commercials between 8 and 10 a.m. and between 6 and 8 p.m. (research revealed that most youngsters travel during these hours and listen to the radio then)
  • Railway Direct TVC Radio Print In-Store OOH Online Events Radio PROMOTIONS – Pricing Methods Name of Stations Time Slot: 0700 – 1100 || 1800 - 2100 Delhi 10500 Mumbai 9000 Hyderabad/Kolkata/Bangalore 7500 Lucknow 5400 Source: Rates For Advertisements On All India Radio With Effect From April 2008  20% extra charged for branding  In case a client wants to use only 90 seconds, rates could be proportionately less. But less than 90 seconds is not admissible
  • Railway Direct TVC Radio Print In-Store OOH Online Events Print Media To familiarize consumers with its products, the company advertises in most leading national dailies.
  • Railway Direct TVC Radio Print In-Store OOH Online Events Print Media Category of your Times Of India Display Ad. Edition or Location Print Media: Pricing Newspaper / Pullout (Times Of you chose to book your India Delhi, Times Of Times Of India Display India Kolkata, Times Advertisement. of India Mumbai etc)
  • Railway Direct TVC Radio Print In-Store OOH Online Events Print Media Cost of display of Ad Black & White Colour (per square cm) TOI Kolkata 1430 2195 TOI Delhi 3355 3355 TOI Bangalore 2485 2485 TOI Mumbai 3855 3855
  • Railway Direct TVC Radio Print In-Store OOH Online Events In-Store PROMOTIONS What they are Doing..  Focus on visibility  End Cap promotion strategy in malls  High visibility in small food stalls and pan bidi shops  Distribution of 5 – 6 lakh outdoor hoardings to retail shops  Distribution of over 4 lakh large racks at all points of sale  Price discounts  Full time in-store promoters (ITC employees)
  • Railway Direct TVC Radio Print In-Store OOH Online Events Out of home advertising  Over 1,000 outdoor hoardings set-up across the top 30 cities of  India in 2007 2011 – Non Traditional OOH
  • Railway Direct TVC Radio Print In-Store OOH Online Events Out of home advertising  Campaign kicked off in January and 2009 – Non Traditional OOH ran till mid-February  Executed across Mumbai at locations such as the Bandra Station- Turner Road junction, the Chembur RCF junction and Marine Drive “People do not spend more than three-five seconds gazing at a hoarding and therefore, it had to be eye-catching”
  • Railway Direct TVC Radio Print In-Store OOH Online Events Out of home advertising - Pricing Cost differs from location to location  Usually rates vary between Rs 1-2 lakhs to Rs 15-20 lakhs/month For example: •Near Treasure Island – Rs 20 lakhs/month •Outskirts of Indore – Rs 30,000/month  Method:  Provisional Order issued by company to agency  Usually communicated 5 days – 1 month before.  Design can be made by company or communicated to agency Source: Laurel Ad Agency, Indore
  • Railway Direct TVC Radio Print In-Store OOH Online Events Online  1,499,256 like the facebook page  71,778 fans are actively involved in the forum discussions www.bingeonbingo.co m has offers, online games, downloads and even mobile games
  • Railway Direct TVC Radio Print In-Store OOH Online Events Event Promotion – 1/2 UTV along with Bingo launched “Bingo Bindass Go To Space Contest” Bingo! Red FM Bajaate Raho Awards 2008 given to stars of Bollywood, music, cricket and television
  • Railway Direct TVC Radio Print In-Store OOH Online Events Event Promotion – 2/2 Create an Ad Bingo Mad Angles resulted in 306 print ads and 63 video ads Bingo! Tick Tock Boing contest with Fever 104 FM cash prizes of upto Rs.10.4 lakhs every hour.
  • Genesis STP Phases Channels ConclusionThe Common Trends No confusion! No Brand Great Boing Sound Ambassadors combination! Focus on Concept of Conveying slapstick Teaser Attributes humour
  • Genesis STP Phases Channels Conclusion Impact of the campaign • 16% Market Share in the Snacks Segment Phase 1 • Better Brand Recall Phase 2 • Characteristics of varieties conveyed Phase 3 • 32% increase in the sales
  • Genesis STP Phases Channels ConclusionObservations and recommendations Extra quantity should be communicated through other channels too Line pruning can be done for low selling varieties, mini promotions for certainvarities Increase association with slapstick humour TV shows for example Takeshi’s Castle, Wipeout etc. Position Bingo! as a replacement snack during TV breaks and with refreshment in cinemas
  • Genesis STP Phases Channels ConclusionIn-Store PROMOTIONS RecommendationsWhat they should do.. Lenient ‘Terms of Trade (ToT)’ with the retailers Aggressive in-store billboard displays Provide FSUs (Focused Selling Units) to the retailers to gain more visibility Provide more margins for retailers in a bid to increase in-store sales
  • Creative IMC Plan – G10 Productions Cinema Campaign TVC Campaign Bingo! BhelCons Bingo! Masti Chat Print Ad Campaign Bingo! Red Chili Bijli
  • Cinema Campaign – Bingo! BhelCon Launch during Summer: April - June 2012 Holiday time for students plus blockbuster movies will be released. Ex: Dark Knight Rises, Wrath of Titans etc Tie-ups with multiplexes like Big Cinemas, PVR, INOX, IMAX etcOff Screen Branding City Product Display Standee Seat Cover Branding Mumbai 56250 60000 165 Delhi 62500 67500 140 Indore 25000 37500 100 Source: Big Cinemas Advt Rate Card, 2010
  • Cinema Campaign – Bingo! BhelConOn Screen Branding City Seating Capacity 30 sec Slides Commercials Delhi 1220 22315 11250 Mumbai 1353 23625 11565 Indore 1098 16100 5900 Source: Big Cinemas Advt Rate Card, 2010
  • TVC Campaign – Bingo! Masti Chat Launch during Dec 2011 – Feb 2012 Winter vacations, students watch a lot of television Channel Tie-Ups: UTV Bindaas, MTV, Star Cricket, Star World, Zee TV Around 5-10 spots per channel per day 30 second ads cost around Rs 50,000 to Rs 1 lakhs
  • Foood Palace MENUPaneer Spicy Rs. 130Vegetable Hariyali Rs. 130 The New Bingo! Red ChilliPotato 65 Rs. 130 Bijli The new standard ofChilly Chicken Rs. 180 ssssSpicinessChicken do-pyaza Rs. 190Chicken Akbari Rs. 215
  • Print Ad Campaign – Bingo! Red Chili Bijli Red Chili Bijli signifies spiciness Launch during Winter: Dec – Feb 2012 It can be a complementary snack to evening tea which is common during winter season Cost of display of Ad Black & White Colour (per square cm) (Rs) (Rs) TOI Kolkata 1430 2195 TOI Delhi 3355 3355 TOI Bangalore 2485 2485 TOI Mumbai 3855 3855
  • Online Promotions Set up a blog on the Website Promote brand through humourous articles/comic strips New products/campaigns can also be promoted through this medium Will help in Viral Marketing Targeted more towards the Affective Stage than the Behavioural
  • So we hope you have no questions!