CASE STUDY 1Britannia Khao World Cup Jao

COMPANY BACKGROUND Established in 1918 as a small bakery in Dum

Dum, Calcutta, West Bengal. Grew to be the largest bakery in private

sector. By 1998, It had its manufacturing systems in

four major metros. BIL had a french partner, Danone, holding

50.2% of stake in equity. BIL founded a joint venture with Fonterra

Cooperative group from new Zealand in 2001.

PRODUCTS Biscuits and high protein foods were the

mainstay of BIL. In 1997, it introduced cheese and dairy

whitener making itself a food and beverages company.

BIL consolidated its position by launching a flavoured milk ‘Zipsip’ with Vitamin A after 1999 thereby consolidating its position as a food giant.

Between 1998- 2001 the sales grew at a compound annual rate of 16%.

SOME STATISTICS...(AS PER THE YEAR 2000)

Products %ShareBiscuits 85%Bread 6.5%Dairy 2%Cakes 4.5%Others 2.5%

DISTRIBUTION Nationwide reach 4 lakh retail outlets with a 50-50 distribution

in rural and urban areas 1400 distributers BIL had a goal of reaching 8 lakh outlets by

the year of 2001 with 60% accounting for rural areas

PRICING For pricing, BIL has a very clear and effective

strategy of segmentation Two types of segmentation-1. Consumers2. Targeted area – Urban and Rural In Urban areas, BIL targeted consumers with

trendy products of premium pricing In Rural areas, low priced affordable products like

biscuits were made available to the masses.

SEGMENTATION – TARGETED AREA

Urban •Premium prices•Trendy products

Rural •Affordable products•Cheap prices

SEGMENTATION – DEMOGRAPHICS (AGE GROUP)

Youth-Little hearts chekkers etc

Adults- Pure magic, 50-50,

Nutrichoice etc

Family-Marigold, Brittania Cheese tin & cubes

etc

General – Good day, Nice

time, Tiger tikis etc

PROMOTIONS Marketing research of BIL revealed that

consumers looked upon at it as a ‘Healthy’ and ‘Caring’ brand.

BIL used this image to market its product commercially

Slogan- ‘Eat Healthy, Think Better’

THE BIL’S CONTEST BIL organised a mega contest “BRITANNIA

KHAO WORLD CUP JAO”. Being associated with British tourist authority

,they invested 100 million on the scheme. Apart from this, BIL had set aside world cup

AD budget of 300 million Their strategy was to improve the biscuit

sales, which nearly fall by 30% every march.

The company thought of achieving their expectations regarding their product sales through CRICKET WORLD CUP.

All biscuits, cheese brands of different sizes were under the BIL’s scheme.

This BIL’s scheme was the first one to promote the respective year’s world cup.

It was even highly promoted on televisions by advertisements.

“BRITANNIA KHAO WORLD CUP JAO”The contest: Offer validity -1st Feb 1999 to 30th April 1999 Genuine products by BIL carrying certain

number of runs on the packaging shall be released.

The contest is applicable to all indian residents except the employees BIL, Ammirati Puris Lintas, Kidstuff Promotions and their immediate family members.

CONTEST DETAILS Each packet earns the participant the no. runs

indicated by collection of the wrapper A set of specially designed cricket booklets will be

offered to each participant against 100 runs collected.

There is no limits to the no. of centuries collected through the wrappers.

Each booklet shall contain a coupon and counterfoil, which when scratched will reveal if any prize is won or not, and yes then the nature of the prize.

Each booklet shall be available at a retails outlet with banner of Britannia, labelled as prize centres

3500 prize centres all over India, details of prize centre available through helpline and other prize centres.

If the purchaser wins any prize, he/ she is required to submit the coupon along with personal details to the nearest authorized Britannia wholesaler

Total 9 booklet types will be released in the period of 3 months

PRIZESIN ALL 5,11,200 PRIZES WERE ALLOTTED

100 , 3 day all expense sponsored trip to UK to watch India vs. England match in World Cup on

29th May 1999

100, 21 inch colour TVs

1000 cricket bats

10000 wrist watches

100000 Tiger Cashew Badam biscuit packets of 75g each

4,00,000 Chekkers biscuit packets of 14g each

Each participant scoring 100 runs was entitled to get the booklet.

Each booklet contained information regarding World Cup – 1975, 79,83,87,92,96,99 along with batting and bowling data of all the world cups.

In addition to this, to motivate and encourage the channel members, BIL organised a lucky draw to chose 100 lucky winners to be sent to watch the world cup along with the other 100 winners.

PRIZE COLLECTION The winners of the trip to England were

contacted directly. The winners of TV will a letter dealing with

the procedure of collection of the prize. For the winners of Cricket bats and

wristwatches the prizes shall be delivered to them within 45 days.

The winners of biscuit packets can collect the prizes at the prize centres by exchanging the coupons.

TERMS AND CONDITIONSRegarding Prizes- BIL is not responsible for loss of wrappers,

booklets, coupons or prizes in transit. Incomplete entries will not be considered. Cash in lieu of prizes will not be given. The prizes are not transferable. The taxes and legislations applicable to the prizes

are not a responsibility of BIL. In case the India vs. England match is cancelled

due to unforeseen reasons BIL isn’t responsible for any levies/ charges or losses of the winner.

Regarding the trip to UK – The travel to Delhi or Mumbai is totally the

responsibility of the winner. All costs including visa fees, air travel, boarding

and lodging to twin sharing basis for 3 nights and 3 days, group sight seeing and matchh tickets shall only be incurred by BIL.

The winner is responsible to get all travel related documents ready by 15th May,1999. failure of which is not a liability of BIL.

BIL is not responsible for any injury or harm caused to any of the winners during the trip.

WORLD CUP 1999 It was a mega cricket event which was held

in England from April and June 1999. It was expected 5 lakhs people from all over

the world. Global TV audience would be close to 2

billion. It was estimated that 300 million Indians

would watch World Cup which could result in a boost of Rs 50,000 million to Indian economy

WHY DID BRITANNIA USE THIS SCHEME FOR PROMOTION?

After India’s World Cup win corporates realised the commercial possibilities attached with this game.

WAS IT A GOOD SCHEME?

YES, BUT WHY? Large viewers Million enthusiastic fan Not everyone in India can afford to go to UK. Subsidised rate of the biscuits made it

possible for common man to enter the competition.

WAS BRITANNIA THE ONLY COMPANY TO START THAT SCHEME?How did others follow?

In 1999 Britannia was the only company to come up with the idea.

Others saw world cup as advertisement market.

Cost of advertising during such mega event increased sharply.

A total of Rs 3200 million was spent in media.

Britannia repeated its scheme in the year 2003. Other companies also started these schemes. In 1999 World Cup companies like LG invested 100 million in India and 12 million worldwide

getting 60% of the total advertising during telecast.

Hero Honda financed the Good luck India song that was filmed with Indian cricket team .They also held spectacular catches contest.

Pepsi selected 8 Indian mascots aged between 12-15 years for the Indian team .They also held a contest ‘Its My World Cup’ and winners got ticket to trip for finals at Lords.

In 2015 World Cup Lays and Emirates had that type of competition.

CONCLUSION Was the promotional activity a boon or a bane?

It was a major success, aiming at 20% rise in the sales it got profits up by 37%.

In 2000,Forbes ranked Britannia among the Top 300 small companies.

In 2002,Economic Times ranked BIL India's 2nd Most Trusted Brand.

Britannia Lagaan Match held in 2001 proved to be India's most successful promotional activity of the year.

Again in 2003 the same scheme ‘Britannia Khao World Cup Jao’ ,it was a huge success.

Why didn’t they continue the scheme after 2003?

This time it faced a commotion because of the travel agency.

It was awarded the most recognized sales promotion among all Cricket World Cup-related sales activity.

From then ,Britannia sponsored a lot of Sports

and sporting events as key channel for promotions