CASE STUDY 1

Britannia 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

%Share

Biscuits

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 segmentation1.
Consumers
2.
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

SEGMENTATION DEMOGRAPHICS
(AGE GROUP)
General
FamilyAdultsYouth-

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 BILS 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 BILs scheme.
This BILs scheme was the first one to promote the
respective years 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

PRIZES
IN 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 CONDITIONS

Regarding 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 isnt 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 Indias 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 didnt 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