Britannia Khao World

Cup Jao
 Britannia industries limited
Company profile
Established in 1918 as a small bakery in dum
dum,kolkatta with an initial investment of Rs. 295.
Company milestones
year achievements
 1975 Britannia Biscuit Company takes over biscuit distribution
from Parry's
1983 Sales cross Rs.100 crore
1989 The Executive Office relocated to Bangalore
1992 BIL celebrates its Platinum Jubilee
1993 Wadia Group acquires stake in ABIL, UK and becomes an
equal partner with Groupe Danone in BIL
1997 Re-birth - new corporate identity 'Eat Healthy, Think Better'
leads to new mission: 'Make every third Indian a Britannia
consumer'
BIL enters the dairy products market
1999  "Britannia Khao World Cup Jao" - a major success! Profit up
by 37%
Products
products %share

biscuits 85

breads 6.5

dairy 2

cackes 4.5

others 2.5
 BRITANNIA'S FOOD
STRATEGIES
BISCUITS: Target customers to capture
growth in each category by segmenting the
market both along conventional lines and
through segmentation

DAIRY: Enter selective segments to

establish a presence so that the portfolio
includes premium as well as popular
brands

BREAD: Continue with the category

despite being a low-margin market since
its presence is a logical extension of its
expertise in bakery products
 Mass communications;
advertising &sales
promotions
• Developing and managing an
advertising program includes
2.Selecting the objective
3.Deciding on the advertising budget
4.Developing the advertising campaign
5.Choosing the communication vehicle
6.evaluation
The 5 M’s Of Advertising
 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
over-dependent on one product, with
biscuits accounting for 85 per cent of
its turnover last year. Dependence to
• Four major
sponsers-
Pepsi,Vodafone,E
mirates and Nat
West Bank
• TVrights not
given to a single
company but had
separate deals
for different
territories.
• Brand Storming-
 Bil’s 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
 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)
No modification was
required
 Persuasive/remider
advertising
Main concern-
• Clutter generated due to
meganess of the event.
• Would it really build saliency.
• Large amount of funds and
manpower
 CLUTTER FACED BY
•
BRITANNIA
PepsiCo, Vodaphone, NatWest, and
Emirates, LG Group, Outspan, Hero
Honda Motors, Scrumpy Jack, and The
Daily Telegraph.-clutter.
• Nobody else had the rights to the use of
the World Cup logo, signage, or music.
• Each got billboard space at every venue
• First shot at broadcast sponsorship of
the event in different countries.
• Organisers have devised powerful anti-
ambush strategies to ensure that
competing brands cannot use the World
 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
• STRATEGY WHICH AVOIDED
CLUTTER AND WASTAGE OF FUNDS
• LAUNCH OF SCHEME………DIDN’T
DEPEND ON
ADVERTISEMENT DURING LIVE
CAST OF MATCH
• LAUNCH OF SCHEME ………ONE
MONTH BEFORE ANY PROMOTIONAL
EVENT .
Thank you