Biscuits and high protein foods were the main products.

80 year old company with turnover of 8478 million in the year 1998-99. Distributed via 4 Lakh retails outlets through 1400 distributors (Mix 50:50 for urban and rural areas) Targeted all possible segments of in terms of price & products. Urban customers was target with premiums . Established as a caring brand and their slogan was Eat Healthy, Think Better

Average growth in sales was 17.88%

Main Objective : Increase the sales during the World Cup season.
Estimated that 300 million Indians would be following WC Invested Rs 100 million on the scheme and 300 million on advertising and 500 million on non media promotional spending.

Expecting an increase of 20 % in sales

Boost of around 305.92(10300(Actual sales) 9994.08 (expected sales from trends)

Continuity Program
Targeted at value seeking switchers and competitive loyals segments as potential new customers and at the same time increasing sales to current loyals Drive: Indian strong sentiments towards cricket

Contest formulations was good related to scores and well communicated.

Lucky Dip also increased the sales.

Mailing of booklets took time and could distributed at shops ->Instilled confidence

Campaign : Not related to its products and were aimed at all products ; Schemes should have been applicable only on new products or products whose sales was declining.
No particular target segment.

Schemes was not unique -> Easily imitated by other companies and also gave away better prizes.
Didnt have a brand ambassador unlike other sponsors. Declaration of winners in front of the media

This scheme was short term and couldnt retain the new customers.
No mention of brand of TV and wrist watches given as prizes. Same prize for same amount of runs-> No enthusiasm to collect same runs Finally , it didnt communicate value regarding the quality and taste of products.