Britannia to piggyback on KBC, extends Milkman to Cold Coffee and sweet Lassi

Reshma Gandhi

agencyfaqs!

MUMBAI, October 18

Britannia Industries Ltd (BIL) has always been a savvy marketer and known for its association with the most happening events of the day. With the Kaun Banega Crorepati rage sweeping the country, the company has launched a novel promotional exercise to prop up the latest additions to its portfolio.

From October 3, 2000 to January 3, 2001 consumers all over India can redeem BIL wrappers worth Rs 100 for a ‘win-prize' scratch card. The most valuable prize on the scratch card will be the opportunity to participate in the Kaun Banega Crorepati show on Star Plus. And 2,400 such winners will not only get the chance to be a part of the show but will also earn a wristwatch from BIL as a token.

The company will also endorse other interesting prizes in the form of 10 Maruti 800cc cars, 100 netKracker Internet connected PCs, 100 colour TVs, 7,500 Sonata watches, 25,000 Bombay Dyeing gift sets, over half a million Funland biscuit packs, 75,000 yo-yos and so on.

The new KBC promo follows the resounding success of the "Britannia Khao World Cup Jao" contest which was launched earlier this year. The positioning and timing of the promo to coincide with the World Cup earned BIL a 25 per cent increase in sales volumes, claims the company.

BIL has simultaneously announced its expansion plans in the dairy and snack food segment. It has extended the Milkman brand to include Cold Coffee and Sweet Lassi. BIL entered the dairy market in 1997 and the range currently includes cheese, butter, flavoured milk, dairy whitener and Milkman Ghee which was launched in April this year.

A company executive said, "Like the Milkman flavoured milk, the Cold Coffee and Sweet Lassi are also aimed at the youth and adult segment and naturally we have chosen to launch the product and advertise it during the show (KBC)." They would be available in handy 200 ml packs and would be priced at Rs 12 and 10 each.

BIL has also extended the Snax range of traditional namkeens through the Kaun Banega Crorepati-Britannia offer. Besides biscuits, the Snax range will now include Rajasthani Alu Bhujia, Calcutta Ka Chana Chur and Bikaner Ki Bhujia. The Snax range will retail at Rs 5 for a 40-gm pack. These will also be available in 200-gm packs at Rs 19 very soon. Snax seems to be in direct competition with giant Haldiram in this category. Haldiram is a well-known name both in India and abroad. Britannia will have to improvise on the taste in the snacks department if it wants to beat Haldiram at its own game.

BIL, however, seems undeterred. Nikhil Sen, senior vice-president, bakery operations, BIL says, "We want every third Indian to be a Britannia consumer over the next few years." While Britannia is indeed a household name today, the latest campaign build around KBC will no doubt have a rub-off effect on its new products.

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