Britannia Khao World Cup Jao (A)

Abstract

The case describes a contest launched by Britannia Industries Limited during the World Cup 1999. It gives a brief background about the company and it’s overall marketing strategy, promotions planned by other companies during the World Cup 1999, and details about the contest "Britannia Khao World Cup Jao". The objectives, budget, terms and conditions, prize structure, participation conditions etc. are described. The case also gives an idea about legal problems encountered, and the extent of participation and growth in sales during the operation of the scheme. Planning, implementation, and control issues of organizing a contest could be discussed.