BINGO !!!

The brand that fascinates most marketers is Bingo. It’s because of its tremendous success in short span of time. Bingo currently holds almost 20% of market share nationally, and aims to acquire 50% share of 4000 crore market.

Can you guess the reason behind Bingo’s success? Well, there are many factors that led to Bingo’s triumph in a one-brand dominated category (Frito Lays). The biggest factor has been its extensive marketing communication strategy. The advertisements featured for the product fabricated an aura of mystery (or curiosity) around the product and created a buzz.

Another factor is highly customized flavors like Achari Masti, etc. Bingo launched sixteen variants of the brand. This is the contact point for highly flavor-sensitive Indian market, and Bingo managed to connect well with its target audience.

The most important aspect is its effective and rigorous distribution strategy. It followed a Push Strategy in retail, ensuring great visibility and availability to the product. Distribution had always strength of brand under ITC umbrella.

So, here lies the secret of a commendable marketing plan for a new product.

  

WHATEVER !!!

There are moments when we all feel that life is unfair, though such moments are evanescent. Now when we face such situations, while the entire universe seems opposing, what to do? People get into depressions, deteriorate in terms of productivity, but this isn’t the solution. Well, the show must go on, Whatever be the case.
This word reminds me of Nike’s famous Whatever campaign. This is a brilliant example of Integrated Marketing Communication (IMC), wherein Nike synchronized both mass media and interactive media (web) for effective communication, and mass reach. They advertised the brand using celebrities, but the ads were incomplete, that is without an ending. For every incomplete advertisement, Nike displayed “Continued at www. whatever.nike.com”, wherein they could choose any of the available five-six endings for the advertisements. This led to great deal of traffic to this so-called Nike’s Whatever site as well as its original site. Sales shot up drastically. In a nutshell, Nike did Whatever to achieve perfect synergy, whether online or offline.
As such, you can well judge the essence of IMC. It can be simply defined as synergy among all modes of communication in order to have a greater reach, delivering uniform message throughout, leaving no space for any ambiguity. It covers a larger population of target customers, thereby enhancing the reach, of uniform message.