Professional Documents
Culture Documents
Britannia Khao World Cup Jao
Britannia Khao World Cup Jao
Company profile Established in 1918 as a small bakery in dum dum,kolkatta with an initial investment of Rs. 295. Company milestones
year 1975 1983 1989 achievements Britannia Biscuit Company takes over biscuit distribution from Parry's Sales cross Rs.100 crore The Executive Office relocated to Bangalore
1992
1993 1997
1999
Products
products biscuits
%share 85
breads
dairy cackes others
6.5
2 4.5 2.5
The 5 Ms Of Advertising
Measurement in 2000 among top 300 forbes co. and increases sales of 37% Message-Britannia Khao World Cup Jao
Why BIL choose event and experience strategy for sales promotions?
Golden opportunity to generate sales Cricket in INDIA was pervasive nasha-an addiction enfolding masses Biscuit sales was falling by 30% every year BIL faced another challenge: it was overdependent on one product, with biscuits accounting for 85 per cent of its turnover last year. Dependence to that degree could have disastrous consequences
Four major sponsersPepsi,Vodafone,Emira tes and Nat West Bank TVrights not given to a single company but had separate deals for different territories. Brand StormingPepsi,LG,Samsung Philips ,Hero Honda , Britannia
Bils contest
`Britannia Khao,world cup jao ' -- a three-month promotion that promises a free three-day trip to UK for 100 lucky consumers of Britannia The company rolled out a wide range of its products bearing the `Britannia khao world cup jao' slogan on the packaging.Consumers were required to collect 100 runs obtained on the purchase of Britannia products and redeem these for cut out coupons -the key to the luckyprizes -- that can be collected at designated prize centres.
PRIZES
Cricket book for all who submitted wrappers totalling 100 100 winners to uk trip 100 21 inch colour tv 1000 cricket bats 10000 wrist watches 100000 TIGER CASHEW BADAM biscuit pkt of 75 gms each 400000 CHEKKERS biscuit pkt of 14g. each
Results
Increased awareness among the consumers Corporate image enhanced-(forbes) Created experience and evoked feelings Expressed commitment to the community(training for children)
Persuasive/remider advertising
Main concern Clutter generated due to meganess of the event. Would it really build saliency. Large amount of funds and manpower
HIGH BUDGET
TV during the livecast of the matches is akin to throwing good money after bad returns. First, on both DD and ESPN/Star Sports, they have to buy the entire package of matches, the only choice being the number of spots per match. Britannia would have to pay for a viewership that would be 10 times the dimensions of their target customers.
STRATEGY WHICH AVOIDED CLUTTER AND WASTAGE OF FUNDS LAUNCH OF SCHEMEDIDNT DEPEND ON ADVERTISEMENT DURING LIVE CAST OF MATCH LAUNCH OF SCHEME ONE MONTH BEFORE ANY PROMOTIONAL EVENT .
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