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Ratna Bhushan

NEW DELHI, April 16

INDIA didn't bring the World Cup home, but corporate India, which sunk in crores for World Cup-related promotions, probably did get bang for its bucks.

Biscuit major Britannia India's Britannia khao, World Cup jao promotion has emerged as the most recalled sales promotion among all World Cup-related cricket sales promotion activity, according to topline findings of market research agency NFO MBL.

The NFO study captured consumer response to all World Cup-related sales promotion activity from 28,000 respondents, across 30 Indian towns and cities, from the period between January and March 2003.

According to the NFO MBL study, 38 per cent of all respondents interviewed claimed to have heard of some World Cup-related sales promotion exercise. In fact, this was almost uniform across all metros.

Interestingly, biscuits captured the No 1 slot among all the categories surveyed, with 21 per cent respondents claiming to have seen or heard a biscuit-category related promotion. This was followed by corporate promotions (11.5 per cent) and televisions (4.8 per cent). Britannia had the highest promotion recall level among all brands (20.2 per cent), followed by LG Electronics (9.2 per cent), Samsung (3.6 per cent) and Pepsi (2.5 per cent).

Awareness of the promotions apart, 7.6 per cent of the respondents surveyed eventually availed of any World Cup related sales promotion. In this category too, Britannia came out tops, accounting for 77 per cent of all the promotions availed. Other significant promotions most availed by the respondents were from Colgate, LG Electronics, Frito Lay, PepsiCo, Lehar Kurkure and Samsung. Geographically, people of Chennai were the most inclined to avail World Cup related promotions, scoring over the other metros. According to the NFO findings, 11.8 per cent people from Chennai availed of the promotions.

Also, the proportion of women availing the promotions was marginally higher than men, at 8.9 per cent. The questions put to the respondents included ability to describe the promotion and whether the promotion was availed of or not.

Said Ms Shobha Subramanian, Vice-President, Market Mind - a specialist division of NFO India, "The big hits on the promotion scene came from those schemes that promised a trip to South Africa. These schemes, which came in assorted packages - promised a chance to watch the matches live."

In fact, such schemes accounted for 62.2 per cent of the promotion descriptions recalled by all the respondents.

Contests in the form of gift offers, slogans, scratch cards and related items were played back by 14 per cent of the respondents interviewed, according to the NFO findings.

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