3. INTRODUCTION ITC is one of India's foremost private sector companies. The market capitalization is nearly US $ 22 billion and a turnover of US $ 6 billion. The company is currently headed by YogeshChanderDeveshwar.
4. INTRODUCTION (CONTD…) It is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today.
5. HISTORY ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. The name was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974. The Company's headquarter building, 'Virginia House‘ is located in Kolkata, India
23. TARGETING (Choosing a specific segment for the campaign) SEGMENTATION (Breaking down a diverse market into homogenous groups) POSITIONING (Designing a distinctive message to appeal to the targeted segment)
37. TARGETING 20-35 Years Outgoing, Fun Loving, Bindaas Demographic Age Group Attitude / Behavior Plain Salted Spicy / Red Chilly Mustard Sting Nimbu Spicy Zones & Taste
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40. Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka
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42. What’s in my name ?? (brand name) Exclamation Mark Trendy and Fun Catchy Recallable Easy to Pronounce
65. Viral Marketing Content that encourages people to pass on the message is referred as ‘Viral’ and the strategy is called as ‘Viral marketing’. Induces Web sites or users to pass on a marketing message to other sites or users. It can be done through buzzwords, word of mouth and viral video etc.
66. Trickling DOWN Approach Trickle IN Approach
67. 5 basic principals of Viral Marketing Giving away products or services. Making people feel something. Doing something unexpected. Using existing communication networks. Allowing effortless transfers and never to restrict access.
68. Methods Internet Search Engines & Blogs. Social Media Interconnectivity Television & Radio Multiple forms of Print and Direct Marketing Customer Participation & Polling services SMS
69. Viral Video A viral video is one that becomes popular through the process of internate sharing and email. It often contains humorous content and include televised comedy sketches. A viral video is any video that's passed electronically, from person to person, regardless of its content.
70. Viral marketing at Bingo ITC's Bingo has always been known for their adoption of different kind of advertising strategy. They have launched a new viral developed by Contests2win. It is in essence a spoof on the long winding saas bahu soaps on T.V.