Wafers

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10/28/2010 Tolani Institute Of ManagementStudies.

GOOD AFTERNOON

GoodAfternoon!

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IMC CAMPAIGN

FOR

BINGO WAFERS

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by:Nahid Memon

Roll No: 06026

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What is IMC?

Integrated marketing communication is thepractice of unifying all marketing communicationtools- from advertising to packaging-to sendtarget audience persuasive message thatpromotes company goals.

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Industry Overview

The food processing industry in India is wortharound Rs 4600 billion and is expected to growto Rs 13500 billion by 2014-2015 @ growth rateof 10%.

Around 30% of packaged snacks businesscomes from organized segment which is

estimated to be around Rs 2000 crore andgrowing at 40%,one of the fastest in the FMCGcategory. Potato chips alone account for Rs 800crore of this market.

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In Adipur and Gandhidham the market for chipsis around Rs. 23,00,000 per month.

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Company Overview

ITC limited was founded in 1910 as the ImperialTobacco company.

It is Indias one of foremost private sectorcompanies with market capitalization of $15

billion and turnover of $4.75 billion.

It ranks among Indias 10 most valuable(company) brand in a study conducted by brandfinance & published by Economic Times.

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ITC has diversified presence in thefollowing categories:

Cigarettes Hotels Paperboards & specialty papers

Packaging Agri-business Packaged foods & confectionery Information technology Branded apparel Greeting cards Safety matches Other FMCG products

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ITC employs at over 21,000 people atmore than 60 locations in India.

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BINGO

ITC launched its new snack brand BINGO whichmarks the companys foray into the fast growingbranded snack segment.

The initial offerings from BINGO include an arrayof products in both potato chips and fingersnacks segment.

The potato chips comprise of 4 innovativevariants inspired by the snacking habit of peopleacross various parts of the country.

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What is a campaign plan?

A campaign plan that summarized all campaign

planners recommendation.

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There are 8 steps in campaign plan:

Situational Analysis

Strategic Decision

Marketing Mix decision Marketing Communication Tool Selection

Budget Planning

Message Design Media/ Message Delivery System

Evaluation.

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1. Situation Analysis Market Share. Major players of potato chips.

Target Market.

Target Audience.

Swot Analysis.

Consumer Research.

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MARKET SHARE OF WAFERS INGANDHIDHAM & ADIPUR

alai1

E e est

2

La s

22

Ot e s

18Ma o Pla e s:

alaJi Wafe s - 1E e est - 2La s Wafe s - 22

Ot e s - 18

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Target Market:

consumers in Gandhidham and

Adipur.

Target Audience:

Age: 10 to 30 yrs.

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Product: Bingo Wafers

Use: To eliminate hunger

Price: Rs 5, 10 & 20.

Distribution :

Product ife Cycle: Introduction

Manufacturer Stockist Distributor Retailers Consumers

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SWOT Analysis

Strengths:

Good quality

Indianized flavors

Attractive packaging

Strong brand- ITClimited

Weakness: Newly launched

product so doesnthave much

awareness

Opportunity:

Growth Rate-10%

Threats:

Competitors.

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Analysis Of Research1. 73% of the respondents are aware aboutBINGO WAFERS

2. 75% of respondents are ready to try BINGO if

its available at the same price as that of theirwafers.

3. 60% of the respondents want BINGOWAFERS available as price discount.

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2. Strategic Decision

Marketing Objective:

To achieve 5% market share within a year.

Marketing Communication Objective:

To create top-of-mind awareness aboutBINGO wafers.

To motivate people to purchase.

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Marketing Communication Functional AreaObjective:

Advertisement: To create awareness, Brand

image and identity.

Sales Promotion: Encourage trial and repeatpurchase.

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Positioning :

By attributes (Crunchiness).

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3.Marketing Mix Decision

Product Mix:

product is classified on the basis of 2 ways.

a) Nature of product: Goods

Service

b) Market to which product is sold: Consumers

Industry

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Characteristics of product:

Tangible:

Different flavors.

Attractive packaging.

Price.

Intangible:

Good quality.

Good Taste.

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Price Mix:

Rs. 5 ,Rs.10 & Rs.20

Promotion Mix:

Advertisement : To expose the product among

target people & to create

brand awareness.

Sales promotion: To encourage trial and repeatpurchase.

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Distribution Mix:

Manufacturer

Stockist

Distributor

Retailer

Consumer.

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4.Marketing Communication ToolSelection Advertisement:

Advertisement in Newspaper

Advertisement in Cable T.V.

Hoardings

Pole Kiosk

Danglers Sales promotion:

Shelf displays, free samples

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Events:

Organizing a BINGO laughter challenge

competition.

Trade Promotion:

TO encourage the dealers and retailers.

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5.BUDGET P ANNING

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Task Estimated Cost (Rs.)

Bingo Laughter Champions Rs. 30,000

Ads in Newspaper(2*12*550) Rs. 13200

Danglers(375*2*2) Rs.1500

Pole Kiosks (500* 10

300*5)

Rs. 6500

Ads in cable TV(5000*3mnths) Rs. 15000

Hoardings (5500*6mnths*3) Rs. 99,000

Shelf Displays(250*100) Rs.25000

Free samples in schools and

colleges(1000*5)

Rs. 5000

Trade promotion Rs. 10000

Free samples in Movie-Go-Three

(800*2*5)

Rs.8000

Total Estimated Cost Rs. 2,13,200

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6.MESSAGE DESIGN

NO CONFUSIONGREAT COMBINATION

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7.MEDIA/MESSAGEDE IVERY SYSTEM

Hoardings:Hoardings will be displayed at 3 places in

Adipur and Gandhidham for 6 months at thefollowing places:

a) Opp.Vandana Parlor- Gandhidhamb) Opp. Feelings - Gandhidhamc) Opp. Tolani commerce college- Adipur

Sales promotion:Free samples will be distributed in colleges

and schools in Adipur and Gandhidham innovember.

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Pole kiosk:5 pole kiosk will be displayed in Adipur and

10 pole kiosk will be displayed in Gandhidham indecember. Danglers:

Providing danglers to all retailers in february. Shelf displays:

Providing shelf displays to retailers innovember.

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Free samples will be provided in movie-go-threein november.

Advertisement will be provided in local cable T.V

for 3 months in january, April and june. Events: Bingo laughter challenge will be

organized in may.

Trade Promotion: Dealers and retailers

achieving the highest sale will get cash prize ofRs 10,000 and recognition in ocal Newspapers.

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EVA UATION

Check the awareness level after every twomonths.

Check sales level after every month.

Check whether steps taken by me are properlyimplemented on time.

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JUSTIFICATION

Strong tools

Pre and Post check of campaigning.

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Thank You

Documents

Wafers