Integrated Marketing Communication - IMC Plan

FOR ITC LAUNCHING NEW

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 Introduction
• Integrated marketing communications is critically important for a successful product
launch in your business.
• It involves the consistent communications of information about a product using
communications channels, sources and programs so that consumers get an effective
message at the lowest cost.
Channel examples include:
Salespeople,
 Advertising
 Public relations
 Sales promotions and publicity.
 Situation Analysis
Strengths
• Swot Analysis can be used as an effective tool to start up with the IMC plan with
Situational Analysis.
• Unique Advertising Strategy: Humorous advertising strategies can be used
showcasing itself as something different. The advertisements made must noticeable
for customers.
• Unique Product: Bingo can be marketed as a unique chips based on their shapes
and taste. Examples of this can be Bingo Yumitos, Bingo Yumitos Original, Bingo
Mad Angles and Bingo Tedhe Medhe.
• Far and Wide Distribution: Strong distribution network of ITC can be used in
order to extend the product’s reach.
• Backing of the Brand ITC: ITC is one of the top FMCG companies in India and
has deep pockets. Hence the backing of ITC in terms of Brand Name aids.
 Weakness
• Rural Market Reach: The rural market reach of the Bingo may be an important
weakness as compared to its competitors like Lays or Local brands having greater
availability

• Brand Recall: As ITC has not continued the brand building exercise when it
comes specifically to the segment of something like Bingo chips thus the brand
recall can be poor for the brand at initial stages even being a product of a
renowned parent company.
 Opportunities
• Micro distribution: Bingo can target micro distributions as these chips
are nowadays a distribution based games and reachability is the
winning factor.
• Brand building: Besides reach, Bingo can actually find a opportunity
this time by concentrating on increasing the brand recall through better
advertising, something which Kurkure has done regularly and reaped
the benefits.
• Variety of taste and chips: More variety in taste and variety in chips
texture or shape will help Bingo in the long run. Variety is always an
option where food products are concerned.
 Threats
• Health consciousness: One of the major threat to any potato based fast food
or oil based chips can be people becoming more and more health conscious
and thus have started ignoring such chips and other fried items.

• Competition: It has massive competition with brands like Lays, Kurkure and
others. There are regional brands like Balaji wafers also present. These
regional brands, national brands and international brands are all competing
for the same space in the consumer mind and stomach.
 Marketing Objectives:

To improve sales and become the market leader in the Wafer industry in India
Target Audience:
The brand is associated with youth, fun and excitement thus it mainly focuses on
the youth and kids thus plan their communication objectives accordingly.

Desired Change:
To become the market leader in India by increasing their market share from 45% and
surpass its major competitor and the market leader Fritolay holding 16% market share
currently.
Time Frame for the marketing activities:
In a matter of few days creating innovative advertisement and promote the brand Through
The Line activities and also capture the consumer’s attention by gaining the point of purchase
advantage (like putting boards of the new product etc.

The communication objectives should also be in line with the marketing objectives thus
only then the desired change have a high possibility to come true thus the slection
media, the message to be communicated are selected in specific fashion
 Mechanism For Measuring Performance:
Measuring performance of the sales after a certain period of time is very essential not only to
know the present status but also for the forecasting the future sales on which the production of
the product depends and it can be done through methods like:

1.Survey the sales team to generate NPS:

NPS or Net Promoter Score, would objectively help to measure the satisfaction of the
consumers. Once the NPS score is calculated we can set up a simple survey to ask the sales
team how likely how likely they’d be to recommend the marketing strategies which are
already implemented.
2. Measure win/loss rates against key competitors:

Looking at your win/loss rate would help us to measure how well the equipping your sales
team when they’re up against the competition. This should be drilled in to this data by
customer segment and sales team. Not only would give us a performance metric, but it will
also help figure out where we should invest more energy.

3. Use the lead-to-customer conversion rate as the North Star:

The lead-to-customer conversion rate is a good number to track to help measure the impact
of the sales enablement activities. Although it is influenced by a number of other variables,
such as the absolute number and quality of leads generated, it’s a good indicator. The
effectiveness of the sales reps also comes into play, but this is actually something that should
be helping to influence. Lead-to-customer is especially good to track over time to identify
trends. This metric is also important to keep in mind when deciding which projects to take on
and which to leave to other marketers.
 Marketing Strategies
Segmentation:
1. The segmentation of geographical region should be according to the tastes the
region follows, like east, west, north and south part of India.
2. Also, the demographic segmentation has to make, the focus should be on the
age group of 15 to 35 years.
3. Psychographic segmentation can be done by focusing on people who want
quick bites, outdoor parties, picnics, movies,etc.
 Targeting:

1. The target segment is the age

group of 15 to 35, who are
youthful people.
2. Thus Youths who have fun-
loving, outgoing and bindass
attitude are targeted.
 Positioning
1. Bingo as a product should be
positioned as a youthful product and
innovative snack, offering
consumers with choice in terms of
both formats and flavours.
2. The punch line must be crisp and
clear.
 Product
1. During the launch of product it is very important to make people aware
of the product.
2. Hence Above the Line activities like advertisement is necessary.

Price:
1. The price strategy includes capturing at least 25% market share with
the new product.
2. Hence Aggressive pricing strategy should be adopted starting from
minimum price Rs 5, 10 and 20.
 Place
1. Both Rural and Urban market should be targeted.
2. The Distribution Channels should be well established. Hence micro-
distribution policy should be adopted for the same.
3. The remotest part of the country should be concentrated.
4. This also includes incentives to the dealers and retailers so that they
encourage product sales in different regions.
 Promotion
1. Advertising: A unique advertisement including youth having catchy lines to
attract the customers should be proposed. Advertisement during cricket
matches to target huge audience is more preferred.
2. Out of Home activities should be carried out like hoardings at the public
places.
3. Trade Promotions: Extra incentives to the dealers and distributers should
be given so that they should promote the new product to buy to their
consumers.
4. Sponsorships: Sponsorship for the sport events like cricket, kabbadi
pro and big boss where youths are interested should be targeted.
5. Offers: Offers like 30% extra with every pack will attract the
customers and this will help in increasing sales.
 Budget Determination:
 The first point in Budget Determination should be that how much the company has
to spend on its selected media for the promotion of the product which has been
decided by their marketing objectives.
The second point to be taken into consideration should be that what amount of money
is to be allocated to which media ( as TTL activities are followed thus several types of
promotion media are selected ).
It can also be done that like use only one or two media at a time , see the results for a
while and then invest in more promotion activites based on the result of the previous
quarter/year etc. For example: use social media promotions and print ads at first se
the results of it, if they are even a slightly positive then invest in more promotional
activities like creating TVC’s, campaigns etc.
 Segmentation targeting and positioning reckoned
before Implementation

Psychographic Demographic age group Geographic (preferred taste)

• Outgoing
• Funloving • 15-35 years age group • North region -spicy red chilly
• • East region –mustered sting
Bindass
• West region-plain salted
• Cool and chill • South region-Nimbu spicy
 Program for implementing the marketing
strategy
Phase - I
•A Launch event can be at its core in order to initiate the implementation of the
Marketing Strategies with a catchy tagline and thus generating awareness among the
consumers on vast scale.
“Bingo potato chips” – “The crunchiest potato chip”

Combination of crunchy potato chip with different shapes and yummy flavors
ranging from traditional to innovative once
• Other ATL activities like TV commercials to target the mass market and increasing
the reach as much as possible so that people become keen to try it out once for its
unique appeal
 Phase 2
 Other Media Options - Different sets of radio outdoor marketing and
print media must be used to implement the marketing communications
 Product attributes must be communicated well.
Core Message of Flavors and shapes must be kept at the center stage -
Like, Bingo mad angles –har angle se “Mmm”
Bingo hatke zatke
Flavours like BINGO Red Chilli, Achari masti, International American
Onion must be focused upon
 Phase 3
•To communicate certain Offers to the consumers like now 30% extra
available in the packet
•BTL activities can now be also targetted like banners, hordings, Mall
Demos and free sample tasting
•Combo Packs can also be made available with other ITC products
•Actual benefits the Brand received from the sponsorships and its
long term effects must be taken into consideration
•Trade Promotions to be implemented must be different based upon
the geographical regions and capacity of the distributors and retailers
 Monitoring and Evaluating
• It is important to evaluate the effectiveness of your efforts which can help you
spend your marketing budget more efficiently.

Working in Tandem
1. Setting goals is important for monitoring and evaluation of marketing
communications. Hence advertising methods like DAGMAR (defining
advertising goals for measured advertising results) can be used for evaluation of
the advertisement.
2. Each and every ad, press release and promotion you generate should aim to
meet one or more of your goals once they're in place.
 Monitoring the Numbers
1. After creating the marketing communication campaign like for Bingo, it is
necessary to monitor the statistical data.
2. For digital marketing campaign it is necessary to o check your website traffic
statistics. This information will provide information about any increases in
visitors.
3. The messages which are crafted to direct potential customers to a particular area
of social sites during a defined period, can make it easier to track the results of
your efforts. 
 Direct Result
1. It is necessary to evaluate the orders placed by visiting in store, it
might be the result of a reaction to the advertising.
2. This will include direct-response ads that include a telephone
number or website, like TV infomercials which provide a toll-free
number.
3. To evaluate the direct-response marketing communications, asking
people who call in or visit the store or website that how they heard
about the product is also one of the process.
THANK YOU