Britannia Khao World Cup Jao
BRITANNIA KHAO WORLD
CUP JAO
-Group E2
BACKGROUND
Established in 1918, Britannia is a food and beverages company dealing in wide range of products including biscuits, dairy products & bakery products
Maximum revenue share came out of biscuits i.e.
85%
Brand “Britannia” was associated with health thus used the slogan “Eat Healthy, Think Better”
Target Customer
Product
Customer Segmentation
Category
Biscuits
Covered several price points and age groups of customers by offering breadth and depth in product offerings
Bakery
Add on to the product line of biscuits thus catering so similar customers
Dairy
Product in growth stage targeting premium customers
BRITANNIA KHAO WORLD CUP JAO!
Cricket generated passion, excitement and involvement among Indians
Capitalizing on the cricket craze, during World
Cup 1999 Britannia launched its “Britannia Khao
World Cup Jao” campaign
Period – February-April 1999
Purpose – Increase sales which falls by 30% every
March
Target - 20% increase in Sales
Budget – INR 100 Million
Prizes – Fully funded 3 day trip to England, TV, cricket bats, wrist watches, Tiger cashew badam biscuit packets, Chekkers biscuit packets.
EVALUATION
Every product of Britannia was specially packed with the name of the contest and number of runs
Customers but collect 100 runs through collection of empty packets and exchange it against WC,99 booklet
This booklet will have a scratch card that will determine the prize that the consumer has won A lucky draw was also organized that gave an opportunity to watch the WC match
Thus overall around 200 people had the potential to win a trip to England to watch
IMPACT
Sales increased by more than 20%
Since customers had to reach a total of 100 runs and there was no limit on the number of centuries that could be made, this lead to continuous purchases by the customers
Also promotion enticed switchers, value buyers, price buyers, variety seekers into purchasing more
Products for
CUP JAO
-Group E2
BACKGROUND
Established in 1918, Britannia is a food and beverages company dealing in wide range of products including biscuits, dairy products & bakery products
Maximum revenue share came out of biscuits i.e.
85%
Brand “Britannia” was associated with health thus used the slogan “Eat Healthy, Think Better”
Target Customer
Product
Customer Segmentation
Category
Biscuits
Covered several price points and age groups of customers by offering breadth and depth in product offerings
Bakery
Add on to the product line of biscuits thus catering so similar customers
Dairy
Product in growth stage targeting premium customers
BRITANNIA KHAO WORLD CUP JAO!
Cricket generated passion, excitement and involvement among Indians
Capitalizing on the cricket craze, during World
Cup 1999 Britannia launched its “Britannia Khao
World Cup Jao” campaign
Period – February-April 1999
Purpose – Increase sales which falls by 30% every
March
Target - 20% increase in Sales
Budget – INR 100 Million
Prizes – Fully funded 3 day trip to England, TV, cricket bats, wrist watches, Tiger cashew badam biscuit packets, Chekkers biscuit packets.
EVALUATION
Every product of Britannia was specially packed with the name of the contest and number of runs
Customers but collect 100 runs through collection of empty packets and exchange it against WC,99 booklet
This booklet will have a scratch card that will determine the prize that the consumer has won A lucky draw was also organized that gave an opportunity to watch the WC match
Thus overall around 200 people had the potential to win a trip to England to watch
IMPACT
Sales increased by more than 20%
Since customers had to reach a total of 100 runs and there was no limit on the number of centuries that could be made, this lead to continuous purchases by the customers
Also promotion enticed switchers, value buyers, price buyers, variety seekers into purchasing more
Products for