Britannia Khao World Cup Jao

Golden opportunity to generate sales.

Cricket in India was pervasive nasha-an addiction enfolding

masses.

Biscuit sales was falling by 30% every year

world cup (ad) budget of Rs 300 million and 500 million on non
media promotion by Britannia.

Rs 100 million invested on Britannia Khao, World Cup Jao (BKWCJ)

in association with British Tourist Authority.

Scheme motivates the channel members as the coupon issued is linked to the value of the order lucky dip to 100 retailers too.

Clutter generated due to meganess of the

event.

How it was managed: Launch of scheme didnt depend on advertisement during live cast of match.

launch of scheme one month before any promotional event .

Measurement By 2001 double the distribution to 8 lakh retail outlets

Message-Britannia Khao World Cup Jao

Mission-20% sales increase and brand saliency

Money 100 million on ad & promotion

Media- TV ,live spectators and print

Empower the Retailer to distribute the smaller prizes like booklet and biscuits and collect the details (Name, Address & Ph No.) from the customers and submit to wholesalers for bigger prices.

Booklets could be distributed at the retailer outlets for a feeling of instant winning. Campaign could have focussed on specific products with declining sales. Higher points for such products. List of all Price Centres should have been made available at

all retailers.

Investigate overall pattern of consumption in

the category.

Understand why customers behave the way

they do.

Determine the types of promotional activities that competitors have begun or are planning Determine the programs goals.