Marketing Seminar

Advertisement Strategy By BINGO.

Submitted To:Prof. Runu Tantuway

By:Laccha Rajesh, Mahimai Marshal, Lakshmi Sharatha, S. K.Aneesha, S. Gokula Kannan

CONTENTS: What is Advertising? 5 Ms of Advertising ITC- Company Profile Advertising Strategy By BINGO

What is Advertising ?

Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action.

ITC - One of Indias Most Valuable Corporations

ITC- One of Indias Most Valuable Corporations and premier private limited groups with over 97 years of experience Large and established Distribution Network Having market capitalization of US $ 15 billion Annually turnover of the company is US $ 4.75 billion It has more then 21,000 employees at more then 60 location across India with 4,86,000 share holders

PRODUCTS AND SERVICES BY ITC

Segmentation

Kitchen of India (Upper Class)

Aashirwad (Middle Class)

Major Competitors:
Hindustan Unilever Ltd. Britannia Industries Procter & Gamble Hygiene and Health Care Golden Tobacco Limited

Marketing Strategy adopted by Bingo

Market Challenger

ITCs Bingo (16%) posing a threat to Lays through its direct frontal attack

Product strategy Bingo positioned itself as chips with an Indian twist. The 16 flavors introduced at launch were carefully developed through R&D. The initial offerings were a mix of potato chips and finger snacks.

The Potato chips segment includes variants like masala, salted, tomato inspired by the snacking habits of the Indian consumer
The offerings under Finger Snacks include the pakoda inspired Live Wires and Khakra inspired Mad Angles

Pricing strategy The main objective for ITC was to compete effectively with players who were already there. Hence, it launched a direct frontal attack by introducing similar priced SKUs. The offerings were further differentiated by providing SKUs at Rs. 5, Rs.10 and Rs. 20

Promotional strategy Bingo was strategically launched at the time of world cup to cash in on the popularity of snacks among the cricket lovers of the country. The advertising strategy revolved around slapstick humor and irrelevant themes to hold eyeballs, garner attention and interest, and stand out from the clutter. ITC booked 10 to 15 spots per channel per day, 20 spots on radio stations supported by 1000s of hoardings advertising the product. According to industry estimates, the total advertising spend in the initial 6 months were roughly 100 crores. While its competitor Fritolay focuses on celebrity endorsements, Bingo chose a different route. It didnt have an ambassador!

Distribution strategy ITC already had a well-established distribution network through its cigarette and tobacco-related offerings which was leveraged in case of Bingo. Further, the company distributed 4 lakh racks across all retailers to display the brand at all Points-of-sale. Within 6 months, Bingo was available across 2,50,000 retailers across the country. A crucial alliance with Future group which lead to all future group retail outlets like Big Bazaar, Food Bazaar stocking only ITCs Bingo

OGILVY & MATHER Bangalore, INDIA

Ogilvy & Mather is an international ADVERTISING, MARKETING AND PUBLIC RELATIONS agency. It operates 450 offices in 120 countries with approximately 18,000 employees.

Ogilvy & Mather was founded in 1948 by David Ogilvy Ogilvy & Mather was built on Ogilvy's principles, in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer.

5 Ms Of Advertising
MISSION: What are the Advertising objectives? MONEY: How much can be spent? (Advertising budget) MESSAGE: What message should be sent? MEDIA: What media should be used? MEASUREMENT: How should the results be evaluated?

MISSION:
Leadership In The Potato Chips And Finger Snacks Segment

MONEY:
STAGE IN PLC: introductory stage MARKET SHARE:16% market share in the snacks industry AD FREQUENCY: 40 seconds COMPETITORS: kurkure, haldirams, frito lays

MESSAGE:
Message generation, message evaluation and selection and message execution. MEDIA: TV, radio, internet.

MEASURE:
Effectiveness of advertising.

THANK YOU