Bingo!!!!

Brand Derby ranked Bingo as the greatest brand launch of this year and beat stiff competition from the likes of Vodafone and Axis bank with their rebranding efforts respectively.

A look at what made Bingo the number 1 launch last year.

The NPD Process

You cannot find a better application of the new product development process that we have read in the Kotler than Bingo. Extensive research was carried out to find the tastes and the likes of the Indian palate to land up at a laundry list of local namkeens (murukkus, matris, etc). It was further formulated into a product by using the knowledge of the chefs of the ITC hotels (Bukhara and the likes) . After trimming it they were able to come up with a total of 16 flavors.

The complete Multimedia approach

ITC went for it all out with their media coverage. Apart from the traditional advertising through TV ads their internet campaign requires special mention. The site www.bingeonbingo.com is a wonderful example of how to engage the net surfing young crowd of today. With capturing data on the user preferences on the first screen to educating the customer about the product the website has it all. But one thing I felt was wrong was the fact that in case an individual gives a birth date that results in his/her age outside 15-25 it denies access. So the user has to enter a fake birth year to fall within this age band. My mom loves Bingo and if she ever has to be rejected by the website she is going to reject Bingo the next minute. A small mistake but nevertheless the website is a trend setter.

The Opposite positioning adopted

Al Ries would have been proud of ITCs' execution of their positioning. Just as he says in his book origin of brands about how a second brand can enter the market and gain share by staying far away from the leader in terms of mind space or by taking an opposite positioning, Bingo was positioned with its Indianised flavors. As Lays was selling its American spicy onion and Spanish tomato Bingo had its own Tandoori paneer tikka, Spicy paneer and more. Wonderful way to hit the Indian mind

Clutter breaking ads

Much has been spoken about the absolutely wacky ad campaign that ITC came up with which clinched the first step of the ladder. The ads with their slapstick humor and irrelevant themes gathered enough eyeballs to result in the awareness of the product. This breathtaking ad campaign fits well into the AIDA model generating enough awareness to make Bingo a household name. Now to take it further and generating interest through subsequent ad ampaigns is a real challenge and I am eagerly looking forward to it.

The muscle power of ITC s distribution

Obviously the brand promise was delivered thanks to ITC s wonderfully strong distribution network. The manner in which close to 4 lakh racks made it to the shops within a short span of time shows their ability to reach out. In fact the sucess of their racks prompted Frito Lays to introduce racks of its own. But just as the prime mover Bingo managed to get that most needed space in front of every store. The care taken to design the racks is also commendable. Visibility was the prime target and to ensure that even the last three racks are never stacked and once they got stacked the impulse took are of the rest to ensure product trials.

Well begun is half done, but the challenge now is to deliver the brand promise. Lays is no more taking it lying down and has responded with its "Chale Change Ka chakkar" campaign. But what's interesting is the fact that Lays uses a brand ambassador approach with Bollywood superstars Saif Ali Khan, Juhi Chawla and latest signing of star cricketer Mahendra Singh Dhoni, whereas Bingo still doesn't have an ambassador. Finding one to match its image is quite a task.

Overall a good battle for shelf space, market share and mind space is on cards!!!!

Viral Marketing

By definition Viral marketing is the use of preexisting social networks to pass a marketing message by creating an exponential effect.

Viral marketers is often not a glamorous way of projecting yourself. But you have to admire the virus. He has a way of living in secrecy until he is so numerous that he wins by sheer weight of numbers. He piggybacks on other hosts and uses their resources to increase his tribe. And in the right environment, he grows exponentially. A virus don't even have to mate -- he just replicates, again and again with geometrically increasing power, doubling with each iteration:

1
11
1111
11111111
1111111111111111
11111111111111111111111111111111
1111111111111111111111111111111111111111111111111111111111111111

The elements of a Viral marketing campaign may include any or all of the following

1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others' resource

Application
In the Indian context the Bingo ads in You tube is a typical example of a viral marketing campaign. Even today some of those incomplete ads of bingo are available on the net. Such campaigns are extremely useful in the case of technology products. A famous example would be that of the FIFASTREET campaign in Mexico with a wonderful mix of good creative, some athletic individuals and 3 D effects. Click on the link below to check it out.......


http://www.youtube.com/watch?v=n3eEpqLi-DU

Marketing Vs Democracy

Marketing is much maligned. Consumer advocates say it's deceptive and intrusive. Sociologists contend it encourages self-centered materialism. Cultural critics argue that it saps civic spirit and political involvement.

Marketers, preoccupied with individual campaigns, have done a poor job of rebutting these critiques.

Equally beneficial The six benefits that marketing and democracy deliver to society are very similar.

What do you say to the cynics who claim that marketing is bad for society? Is it enough to try to distinguish good marketing from bad? Or to point out that you have to search hard to find individuals who think they consume too much or would prefer fewer choices?

These are weak, defensive responses. The benefits that marketing and democracy deliver to society are remarkably similar.

Improving quality of life

Marketers give consumers information. They offer consumers choice. They want to engage consumers, to earn their interest and loyalty. Most marketers seek to be inclusive, to bring quality and innovation to the masses. A marketer's success depends on an exchange with a customer and subsequent consumption of goods and services that satisfy needs and improve quality of life.

These six benefits are equally relevant in democracies. Democracies depend on informed citizens participating in the political process and making choices among political alternatives. Democracies promote the welfare of all citizens and enable them to be included in political decision making. Indeed, it can be argued that the practice we get as consumers each day in the commercial marketplace makes us better, smarter citizens.

The marketing mix encompasses all of these benefits. Marketing communications accelerate information sharing and new-product adoption. Information makes consumers aware of the choices that suit their needs and thereby stimulates consumption.

Pricing is a key determinant of exchange value. Marketers ensure that products and services are priced at levels that provide value to target consumers as well as profit to producers.

Wal-Mart democracy

Efficient distribution and logistics systems enable exchange. Products reach broad audiences of customers faster and more cheaply than ever. Wal-Mart may be disparaged, but its mission of bringing low prices to everyone is democratic and inclusive.

Product diversity provides freedom of choice and allows consumers to express individuality.

Marketing inherently engages consumers. The creativity in marketing communications, good product design and enjoyable retail experiences all bring fun to our lives. A world without marketing would be a world of sameness, commoditization and inertia.

Bad marketing engages customers as well, with resulting negative word-of-mouth. That's one of the democratic niceties of marketing. Everyone can have an opinion about the latest product or ads. Marketers welcome the risks inherent in being part of the conversation. After all, nothing worries marketers more than when no one is interested in discussing what they have to offer.

Of course, marketing can be abused. But sensible marketers, the vast majority, know that respecting the customer is key to a profitable long-term relationship.

Responding to desires

The scope and impact of aggregate marketing activity cannot be underestimated. It contributes enormously to economic development. In the United States alone, 17 million people hold marketing, sales and customer-service jobs. Marketing's customer focus directs economic activity such as product development toward value-adding innovations that respond to individual desires and improve our quality of life.

Marketing supports the pillars of democratic society. Advertising funds our diverse media, including the internet. These advertising-supported media give citizens access to information about political figures, policies and programs. Marketing know-how helps public policy-makers change citizen behaviors by, for example, encouraging seat-belt usage or good nutrition.

Moreover, the billions of mutually satisfying exchanges that occur daily in the commercial marketplace are part of the glue that builds the trust and respect that hold society together. The top national brands and global brands offer a consistent level of functional product quality and innovation combined with emotional appeal. They adapt where needed to local preferences, but they attract the loyalty of millions of consumers because they deliver the same good customer experience to all.

Starbucks more rewarding

It may even be argued that the commercial marketplace is more attentive to diversity and more democratic than the political marketplace. For the 80% of American adults who are not political junkies, relationships with brands such as Starbucks (the "third place") and BMW (the "ultimate driving machine") are more rewarding than associations with political parties.

Instead of treating citizens merely as taxpayers, donors and voters, politicians ought to treat citizens as well as marketers treat their customers by focusing on how they can better deliver the six benefits common to both marketing and democracy.