The document discusses Bingo's integrated marketing campaign for launching its new snack brand in India. It describes Bingo's market research, product development, segmentation, positioning, and multi-phase promotional strategy. The campaign involved identifying target demographics, developing distinctive products, building brand awareness through viral videos and ads, emphasizing flavors and shapes, and promoting increased quantities. Offline activities included rail station announcements, sampling events, and outdoor advertising. The campaign was successful in boosting sales.

1. ITC: Bingo Integrated Marketing
Campaign
Group 10
Section C

2. Agenda
Genesis
Conclusion STP
Channels Phases

3. Genesis STP Phases Channels Conclusion
Genesis 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

4. Genesis STP Phases Channels Conclusion
What’s in a name?
Recallable
Easy to Trendy and
pronounce Fun
Bingo!
“Boing”
Exclamation
sound
mark
synonymity

5. 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 ones
Bingo! Mad Angles– „har angles se Mmmm…’
A combination of innovative flavours on a traditional khakra base
Synonymous with the ideal triangular snack and perfect taste
delivery
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

6. 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

7. Genesis STP Phases Channels Conclusion
Bingo! Positioning
Bingo! Is positioned as a youthful and innovative snack, offering the
consumers with choice in formats and traditional flavor

8. Genesis STP Phases Channels Conclusion
Perception Maps

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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!

15. 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

16. Genesis STP Phases Channels Conclusion
Bingo! Loud & Clear campaign
Objective: To inform the public about
that Bingo! Premium Salted
Potato chips was offering
25% extra
Advertising agency: O&M Bangalore
Place of launch: Mysore Railway station

17. Genesis STP Phases Channels Conclusion
Chronological 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

18. Genesis STP Phases Channels Conclusion
Railways
PA
Direct
Event
Selling
Online TVC
In-store
Radio
Adv
Outdoor
Print
Adv

19. 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

20. 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

21. 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

22. 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)

23. 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

24. 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.

25. 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)

26. 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

27. 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)

28. 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

29. 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”

30. 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

31. 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

32. 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

33. 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.

34. Genesis STP Phases Channels Conclusion
The Common Trends
No confusion!
No Brand Great
Boing Sound
Ambassadors combination!
Focus on Concept of
Conveying
slapstick Teaser
Attributes
humour

35. 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

36. Genesis STP Phases Channels Conclusion
Observations and recommendations
 Extra quantity should be communicated through other channels too
 Line pruning can be done for low selling varieties, mini promotions for certain
varities
 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

37. Genesis STP Phases Channels Conclusion
In-Store PROMOTIONS Recommendations
What 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

38. Creative IMC Plan – G10 Productions
Cinema Campaign TVC Campaign
Bingo! BhelCons Bingo! Masti Chat
Print Ad Campaign
Bingo! Red Chili Bijli

39. 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 etc
Off 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

40. Cinema Campaign – Bingo! BhelCon
On 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

41. 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

42. Foood Palace
MENU
Paneer Spicy Rs. 130
Vegetable Hariyali Rs. 130 The New
Bingo! Red Chilli
Potato 65 Rs. 130 Bijli
The new standard of
Chilly Chicken Rs. 180
ssssSpiciness
Chicken do-pyaza Rs. 190
Chicken Akbari Rs. 215

43. 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

44. 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

45. So we hope you have no questions!