BRITANNIA KHAO WORLD

CUP JAO
GROUP B3

BRITANNIAS OBJECTIVES
Biscuit Sales drop during March
Category contributes 85% to revenue
Biscuits Reverse the trend using World Cup campaign

Expansion to 8 lakh outlets over a 2-yr horizon

Sales Focus on rural areas

Use WC campaign to reach 300 million viewers

Platfor Link Brand Britannia with Brand Cricket

Big prize
pool
helps
attain
growth
target

Timing of
campaign
overlaps
with
period in
which
biscuits
sales
drop

Attractive
incentive
s for rural
ppl (Lot
of lowcost
biscuits
as prizes)

Early
mover
advantag
e (Start
before
competit
ors)

Britannia
Khao WC
Jao

Incentive
s for
distributi
on
channel
(100
World
Cup
tickets)

Heavy
investme
nt (Rs.
100 MM)

Loyals
- Brand reinforcement
- Increased usage (Acts as bonus pack)
- Possibility of stocking up
- Subset of cricket enthusiasts and kids
will purchase more biscuits to collect
booklets

Switchers
- Attractive proposition for cricket
lovers
- Cannot retain loyalty after the
campaign is over

Consumer Segment
Analysis

Competitive Loyals
- Added value through prizes
- Possibility of sampling (Beginners
luck)

Non users
- Association with WC may make cricket
loyalists purchase Britannia products

ISSUES
Ratio of prize winning booklets to non-prize
winning booklets need to be in a range which
motivates customers
Distribution of booklets only at prize centers /
mail can create inertia towards purchase
The mega-prize of watching a WC match is
individual based (People usual travel with
friends / family)
Travelling Expenses / Logistics (Passport, Visa)
might discourage customers
High value prizes delivered after a significant
delay

RECOMMENDATIONS
Ratio of booklets containing prizes / no prizes = 15
Assumption Runs should be based on MRP
Instead of 100 winners, company should have 50 mega
winners who can travel in couples
Britannia should help in Travel logistics (Tickets,
Passport)
Promote winners through ads / interviews to generate a
buzz about the product / brand
Distribution of low cost prizes should be at retailer end
Geography based discrimination in booklets (Booklets in
rural areas should have higher probability of prizes)
Special team to handle prizes to reduce processing time

Avg. Growth rate Sales

Sales - Normal (2000) - Millions
Sales - 20% growth (2000)
Differential sales

14.33
11775.99
12360
584.01

Total prizes
Total points (100 per prize)

511200
51120000

Points from biscuits

43452000

Biscuits market share

Differential sales to be generated from biscuits

85%
496.4085

Assuming 50% of this sales during WC promotion

248.2043

1 Point = How many Rs.

2.648262

Prize winning sales

Ratio of booklets giving prizes / not giving prizes

16.40774
15.12726