Britannia khao worldcup jaav
1) The time during world cup is going to be cluttered with too many brands fighting the brain space of customers and that’s why Britania chose to start its campaign and contest a month before. And some brands like Pepsi, coca cola, Parle, Rasna can compete with the same customer’s brain share.
2) Advertising has a deep insight of showing daily chores (Eg:-Roti through wicket, laundaryan on pitches ) and linking it to cricket shows the Britannia’s insight to capture all audience as around 30% of all Indian population is expected to watch cricket world cup.
3) As its objective is to push the sales of biscuits, the number of runs given for biscuits is more in value rather than given on other dairy items like cheese (Marie gold, 20 runs for Rs.6=>3.33 runs/Re and cheese slice 80 Runs per Rs.42=> less than 2 runs/Re.)
4) March sales drop by 30% so if we calculate monthly sales Rs.720 million from April to February and around 500 million sales in March. Objective is to rectify this.
5) The promotions point of differentiation is that other promotions say surprise inside but Britannia printed runs outside the packet and also giving an initial target of 100 thus motivating customer and at second layer they kept the surprises as second lure.
6) Specially designated price centers are 3500 in number with around a prize centre for 115 retail shops that means even for many rural areas there cannot be even a single prize centre and also in urban areas making prize centres inaccessible to kids for whom many of the biscuit brands are positioned.
7)
Cost of gifts Cost per unit
Total cost
Remarks
cricket books
6000000
5
30000000
Asumed each Re. spent by customers give 3 runs on average and target of 216 million achieved. Europe trip
100
40000
4000000
Assumed per unit cost
TV'S
100
10000
1000000
Assumed per unit cost cricket bats
1000
400
400000
Assumed per unit cost wrist watches
10000
99
990000
Assumed per unit cost
Tiger cashew badam
100000
2) Advertising has a deep insight of showing daily chores (Eg:-Roti through wicket, laundaryan on pitches ) and linking it to cricket shows the Britannia’s insight to capture all audience as around 30% of all Indian population is expected to watch cricket world cup.
3) As its objective is to push the sales of biscuits, the number of runs given for biscuits is more in value rather than given on other dairy items like cheese (Marie gold, 20 runs for Rs.6=>3.33 runs/Re and cheese slice 80 Runs per Rs.42=> less than 2 runs/Re.)
4) March sales drop by 30% so if we calculate monthly sales Rs.720 million from April to February and around 500 million sales in March. Objective is to rectify this.
5) The promotions point of differentiation is that other promotions say surprise inside but Britannia printed runs outside the packet and also giving an initial target of 100 thus motivating customer and at second layer they kept the surprises as second lure.
6) Specially designated price centers are 3500 in number with around a prize centre for 115 retail shops that means even for many rural areas there cannot be even a single prize centre and also in urban areas making prize centres inaccessible to kids for whom many of the biscuit brands are positioned.
7)
Cost of gifts Cost per unit
Total cost
Remarks
cricket books
6000000
5
30000000
Asumed each Re. spent by customers give 3 runs on average and target of 216 million achieved. Europe trip
100
40000
4000000
Assumed per unit cost
TV'S
100
10000
1000000
Assumed per unit cost cricket bats
1000
400
400000
Assumed per unit cost wrist watches
10000
99
990000
Assumed per unit cost
Tiger cashew badam
100000