integrated marketing communication

By

Ashish Barapatre (13034)

Definition :-

“An approach to achieving the objectives of a marketing

campaign, through a well coordinated use of different

promotional methods that are intended to reinforce each

other”.

IMC Tools

Advertising

Events and sponsorship

Direct Marketing

Sales Promotion

Public relation

Personal Selling

Company Profile

Founded : August 24, 1910, Kolkata.

Headquarters :  ITC LIMITED, 37 J. L. Nehru Road, Kolkata - 700071, India

Ph.: +91-3322889371 

CEO : Yogesh Chander Deveshwar

Products : Tobacco, hotels, paperboards & specialty papers, packaging, 

agri-business, packaged foods &confectionery, IT, branded apparels, personal care, stationery, safety matches and

other FMCG products

Business PortfolioITC

FMCG HOTELS AGRICULTURE

PAPERBOARD PAPER & PACKAGING

Brands of ITC

Various Modes used to Promote Bingo .

Online Marketing www.bingeonbingo.com has offers, online games, downloads and

even mobile games

1,499,256 like the facebook page

71,778 fans are actively involved in the forum discussions

Online Games

Online contest

AdvertisementsAds on TV

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.

TV PROMOTIONS

TV promotions were done considering the following :-

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 dayYouth Channels like MTV and Star WorldMass Hindi Channels like Zee and Star TVNews Channels

Advertisements

Print Media

To familiarize consumers with its products, the company advertises in most leading national dailies.

In-Store PROMOTIONS

Focus on visibility

End Cap promotion strategy in malls

High visibility in small food stalls and pan 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)

Outdoor Advertising

Over 1,000 outdoor hoardings set-up across the top 30 cities of India in 2007

Samples

•Bingo Mad Angles

Masti Chat

• 12 Cities 28 Malls

1,80,000 Samples were

distributed

Personal Selling

Events and sponsorship Fiama Di Wills is Associate Sponsor of the Wills Lifestyle India

Fashion Week .

ITC sponsored Sun risers Hyderabad in IPL.

ITC are sponsors of Indian test cricket team.

Sponsorships and promotions

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.

References

http://wps.pearsoncustom.com/wps/media/objects/2471/2530892/MKT610-OL_Ch01.pdf

www.google.com

www.itcportal.com

http://www.managementstudyguide.com/managing-integrated-marketing-communication.html

www.itcportal.com/businesses/pdf/brand-booklet.pdf

Thank You