Download - Integrated marketing communication
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By
Ashish Barapatre (13034)
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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”.
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IMC Tools
Advertising
Events and sponsorship
Direct Marketing
Sales Promotion
Public relation
Personal Selling
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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
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Business PortfolioITC
FMCG HOTELS AGRICULTURE
PAPERBOARD PAPER & PACKAGING
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Brands of ITC
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Various Modes used to Promote Bingo .
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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
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Online Games
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Online contest
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AdvertisementsAds on TV
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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.
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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
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Print Media
To familiarize consumers with its products, the company advertises in most leading national dailies.
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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)
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Outdoor Advertising
Over 1,000 outdoor hoardings set-up across the top 30 cities of India in 2007
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Samples
•Bingo Mad Angles
Masti Chat
• 12 Cities 28 Malls
1,80,000 Samples were
distributed
Personal Selling
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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.
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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.
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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
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Thank You