Group A10

Aabhas Gupta
Agawane Rohan Ramesh
Ankit Sisodia
Arpit Maheshwari
Ashwin Gopalakrishnan
K Nikhil Narayana
Pallavi Bhagavatula

Multiple objectives from

BKWCJ
Sales (INR MN)
12000

Company
aspirations:
becoming a
food giant
through
diversificatio
n

14%
CAGR

10000
8000
6000
4000
2000
0
FY 91

FY 92

FY 93

FY 94

FY 95

FY 96

FY 97

FY 98

FY 99

Primary objectives: 20% increase in February April sales; brand saliency

Secondary objectives: new customer acquisition, promoting new products

Promotion Scheme

Offer period 1st February 99 to 30th April 99

Launched during time of historically low sales (March)

Organized a mega contest in association with British

Tourist Authority INR 100 million budget

World cup ad budget INR 300 million budget

Humor appeal in ads high recall value

All biscuits and cheese brands and packs included in

promotion

BKWCJ the
implementation
Purchase
Brittania
products
Retail
outlets
througho
ut the
country

Convert
runs to
booklets
3500 Prize
outlets
across the
country
Coupon
and
counterfoil
for
retention

Winner of
England
trip

Winner of
TV, watch
or bat
Winner of
Chekkers
and Tiger
Cashew
biscuits

Submit at
Authorized
Send mail
to
Brittania
Submit at
Authorized

Collect
prize at
Authorized

Analysis I

Major consumer groups targeted by Brittania

Children
Housewives

Current consumer behaviour

Mothers perceive Brittania as a caring and healthy

product thus higher inclination to buy even though

priced at small premium; loyal customers but based on
value promise
Children would be loyal to Brittania based on taste

Developments in the marketplace

Risk of losing customers to Parle promotions

Analysis II

The campaign will have a larger impact on sales and a

limited impact on consumer behaviour

Impact on customer types

Current Loyals

Will help reinforce brand loyalty

Incentivise to buy more Brittania products
Price Buyers and Non-Users: minimal impact
Campaign does not offer any price savings
Competitive Loyals
Convert inertia buyers to long term consumers
Switchers
Additional short term sales boost from value and variety
seekers
Limited impact on consumer behaviour through distribution
reach

Issues with
implementation

Campaign reach
Only 3500 Prize outlets, as against 400000 retailers

Best dealers are not incentivised

The dealers incentive scheme is based on a lucky draw
The best dealers in terms of sales might lose out on

rewards

Similar campaigns
Leading upto and during the World Cup, other companies

are launching similar campaigns

Britannias campaign could get lost in the clutter

Long term impact could be minimal

The campaign could give rise to a temporary increase in

sales without forcing consumers to use Britannia

products in the long term