Britannia's 'Khao World Cup Jao' Promotion

Britannia industries limited ,[object Object],[object Object],[object Object],year achievements 1975 Britannia Biscuit Company takes over biscuit distribution from Parry's 1983 Sales cross Rs.100 crore 1989 The Executive Office relocated to Bangalore 1992 BIL celebrates its Platinum Jubilee 1993 Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe 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%

products %share biscuits 85 breads 6.5 dairy 2 cackes 4.5 others 2.5

BRITANNIA'S FOOD STRATEGIES BISCUITS: Target customers to capture growth in each category by segmenting the market both along conventional lines and through segmentation DAIRY: Enter selective segments to establish a presence so that the portfolio includes premium as well as popular brands BREAD: Continue with the category despite being a low-margin market since its presence is a logical extension of its expertise in bakery products

Mass communications; advertising &sales promotions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why BIL choose event and experience strategy for sales promotions ? ,[object Object],[object Object],[object Object],[object Object]

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Bil’s contest ,[object Object],[object Object]

PRIZES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results ,[object Object],[object Object],[object Object],[object Object]

Persuasive/remider advertising ,[object Object],[object Object],[object Object],[object Object],[object Object]

CLUTTER FACED BY BRITANNIA ,[object Object],[object Object],[object Object],[object Object],[object Object]

HIGH BUDGET ,[object Object],[object Object],[object Object]

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Britannia's 'Khao World Cup Jao' Promotion

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