Britannia Khao, World Cup Jao

8/3/2019 Britannia Khao, World Cup Jao

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Britannia Khao,

World Cup Jao

Submitted By:

Astha Bansal (171)

Rishabh Mehra (111)

Rohit YadavTarun Goel (167)

Akhil S.


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Britannia Industries Limited [BIL] Britannia Industries Limited (BIL) was established in 1981.

It started as a small bakery in Dum Dum, Kolkatta.

Today has become the largest bakery in private sector in India.

In 1998-99 it attained a Turnover of Rs 10300 million which was a

21% rise from the previous years.

year achievements

1975 Britannia Biscuit Company takes over biscuit distribution from Parry's

1983 Sales cross Rs.100 crore

1992 BIL celebrates its Platinum Jubilee

1993 Wadia Group acquires stake in ABIL, UK and becomes an equal partner withGroupe 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%


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4 Ps

ofBritannia

Industries :


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PRODUCT

Bakery Products

96% of business revenues

(biscuits, bread, cake)

Dairy products

4% of Britannia annualturnover.Product Range Includes :

Britannia 50-50

Britannia Good Day

Britannia Bournbon

Britannia Tiger Britannia Marie Gold

Britannia Treat

Britannia Milk Bikis

Britannia Nutri Choice

Britannia Time Pass

Britannia Little Hearts

Britannia Nice Time Britannia Cakes

products %share

biscuits 85

breads 6.5

dairy 2

cackes 4.5

others 2.5


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Britannias main concern with

PRODUCT

85% of the Food chain comprise of Biscuits.

Britannia is mainly known as a Biscuit Brand.

Such high dependency on 1 particular may prove to be

dangerous or the Brand.

Their sales were fall by 30% in March.

Britannia wanted to raise its participation in Dairy Market.

It has launched flavored milk Zipsip and had plans to

complete its dairy product line by 2001.


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PRICING

Tried to set a Premium Image as per Pricing.

Market- Penetration pricing for the product like Tiger.(50% sales from rural

market)

Product-Quality leadership for the products like Good Day (2/3 share ofmarket) and Tiger ( crossed Rs 1 billion sales)

Special Event Pricing in festival seasons (Cookie hampers include flavors

such as cranberry, butter scotch, honey raisin, treat and jam. Price started

Rs. 50/- to 350/-

Indirect price hikereduced 100gm packet to 90gm- maintaining the same

price (customer didnt felt price hike).


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POSITIONING

Consumers looked upon BIL as a

CARING Brand.

BIL found that consumers were Health conscious so they

formed their positioning Platform as HEALTH.

With this they came with the slogan

Eat healthy, Think Better.


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PROMOTION ADVERTISEMENT- television, newspaper, magazines,

radio, hoardings.

SALES PROMOTION small pack of 50-50 with good day, free gift pack in festive season,rural marketing fair etc.

EVENTSBritannia khao world cup jao in 1999,(37% profit in 2003).- the lagaan cricket in 2003( Rs 10-15 crore> 20% growth in tiger biscuits)

- advertisement through the bats of cricket player in 2003.

OCCASIONS - Britannias SHUBH KAAMNAYEIN for special festivals like Diwali, Holi,Raksha-badhan, etc. (Rs 220 per pack)


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Britannia Khao,

World Cup Jao[1999]

>>>>


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World Cup 1999..

Some Key Facts:

Held at : England.

Period : April to June 1999.

Expected Population to come : 5 lack

Globally TV Audience : 2 Billion

Indian TV Audience : 300 million

Spolsorship Key Facts :

4 Official Sponsors : Pepsi, Vodafone, Emirates Airlines and

Nat West bank. TVrights not given to a single company but had separate deals for

different territories

Total Adv Time of Telecast to Official Sponsors : 60%


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.. World Cup 1999

Pepsis spent to be 1 of the 4 major sponsors was $3.5 million, and

apart from that another Rs. 500 million was expected for non-

media promotional spending.

There were lot others who came with the promotional schemes,

contests, events, capitalising on world cup fever.

Brand like Phillips, Britannia and Sumsung were expected to run ad

burst worth Rs. 300 million each.


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BILs CONTEST Britannia Khao,

World Cup Jao.

Keeping in mind the Positioning Strategy ofHEALTH, BIL started aMega contest Britannia Khao, World Cup Jao.

It invested Rs 100 million on the scheme and another Rs. 300million

of Advertising.

The Contest :

Cricket in INDIA was: pervasive nasha-an addiction enfolding masses.

The strategy was to increase the biscuits Sale which was going down by 30%

every year. The scheme was launched one month prior to any other schemes/contests.

They added humour appeal cantered around cricket in daily activities.

BIL expected a raise of 20% from this Strategy.

The scheme announced on Feb 1, 1999 and ended on April 30, 1999.


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The Contest/ Scheme

Every BIL product was packed with the name of the contest andsome specific Runs on them.

Consumers had to collect these Runs/points and when they

complete a century ie 100 Runs they could exchange it against aBooklet.

The Booklet had 1 cut out coupon and one counterfoil, both had

identical silver dusted rectangular patches on them.

When scratched, it revealed if the purchaser has won anything on

not.


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Prizes A total of 5,11,200 prizes were distributed.

Cricket book for all who submitted wrappers totalling 100.

Prizes :

100 winners : 3 Days all expence paid Trip to WorldCup [India vs

England on 29May, 1999].

100 : 21 colour TV.

1000 : cricket bats

10000 : wrist watches 100000 : TIGER CASHEW BADAM biscuit pkt (75g)

400000 : CHEKKERS biscuit pkt of (14g)


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BILs main Strategy ?

Ambush Marketing

The four major sponsors spent far more for promotion, which still

does not assure the sales, but BILs strategy was targeted directly on

Sales, as one has to purchase the product to take part.

BIL was not 1 of the Official Sponsors but was able to link itself to

the Event [World Cup 1999], and avail its benefits thereby.


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Some Other

Examples of

Ambush

Marketing,used in similar or other

Events..


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Messages On HoldHOLD IT.. !! It is an Australian Firm.

Messages on hold (MOH) refers to the business practice of

playing recorded Message to fill the silence that would be

heard by telephone callers who have been placed on hold.

The Issue :

Sponsors pay a lot to link their brands to various events.They pay

millions of dollars for their brands publicity.

On the other hand: a growing number of companies crowd into the

spotlight without paying , by bending, or breaking, the rules.

Messages On Hold is involved in such Marketing Practices.


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What do they have to say ?

Initially they paid a couple of teenagers to go to Events wearing

logo Tshirts or Logo Sign Boards.

Now Messages On Hold's logo pops up where you least expect it.

They say : This brand promotion has secured us over a million

dollars in free advertising over the years.

Messages On Hold leads the world in" | ambush marketing!


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2006 AFL Grand Final.

Cathy Freeman at Olympics.

1998 Melbourne Grand Prix

Melbourne Grand Prix 2000


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Gold Beach Cricket event at

Coolangatta Beach.

Australia's favourite race -

Melbourne Cup

500,000+ AFL viewers tuned

in. Rugby World Cup 2003


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Conclusion

The four major sponsors spent far more for promotion, which stilldoes not assure the sales, but BILs strategy was targeted directly onSales, as one has to purchase the product to take part.

The Scheme was very successful as it lead to a Sale rise of 37% that

year.

BIL was able to link it emotional via using Health and Care astheir prime Positioning Factors.

Via this scheme BIL, which was known as a Biscuit Brand was ableto promote its Other products too.

BIL successfully used the TOOL of Ambush Marketing and gave oneof the Most successful campaigns in its History.


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Thank YouThank

You..

Britannia Khao, World Cup Jao

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