integrated marketing communication
DESCRIPTION
TRANSCRIPT
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