As part of its Internet marketing strategy for Britannia 50:50, the Rs 1,400-crore biscuit major is planning to tie-up with five leading portals in India very soon. The objective is to connect with customers through contests and promotions on the Net.
The company found Internet promotions at Hungama.com and Contests2win fairly successful in the last six months. Enthused by this response it plans to forge forging strategic alliances with leading portals shortly. As part of its customer relationship management (CRM) initiative, the company has recently tied up with a leading portal called Netquery.
The company strongly believes that Internet has transcended beyond banner ads into highly customised interactive branding properties to push brands in highly competitive markets today. To promote its biscuit brand 50:50, Britannia has once again forged a strategic alliance with C2W to launch a generic ‘Thank You’ page of C2W — which is a general page informing the contestant about the successful registration of his entry.
The customised page — 50:50 Thank You — will display innovative messages to woo the youth.” The current theme is — shayad lucky-shayad not-so-lucky — in tune with our brand proposition. The company plans to do different stuff with different options in the future.
In an effort to offer more value for money, Britannia has launched an aggressive sales promotion from April this year to promote its biscuit brand 50:50 across the nation. As per the promotion, people who buy our 75 gm pack of 50:50 at Rs 6.50 will get an additional 25 gm biscuits for the same price.
After its co-branding exercise with Kaun Banega Crorepati, the volumes of its biscuit brand jumped by 20 per cent last year.