Bournvita Project Report
Bournvita Project Report
Bournvita Project Report
It is among the oldest brands in the Malt Based Food / Malt Food
category with a rich heritage and has always been known to provide the
distribution. The Cadbury lineage and rich brand heritage has helped
the brand maintain its leadership position and image over the last 50
years.
The Journey:
The brand has been an enduring symbol of mental and physical health
Bournvita enjoys a major presence in the Malt Food market. Given its
children always look out for the tastiest option to make their daily
Bournvita, with its popular chocolate taste, and its latest offering,
Cadbury Bournvita advertising has moved with the times to reflect the
that grows with you" was the campaign idea that communicated this
thought.
In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with
In the early '90s all brands in the category provided purely physical
benefits like nourishment, energy and growth. It was at this time that
In the new millennium, keeping pace with the evolving mindsets of the
Heritage:
We have come a long way since J.L Kraft started selling cheese from a
bring the world its favorite foods has helped us grow into a company
that touches more than a billion people in 160 countries. Everyday. One
at a time.
Our Global Reach
Approximately $50 billion in revenues
#1 in global confectionery
#1 in global biscuits
consumers too.
What we do
quick bite or sitting down to family night, we pour our hearts into
Our reach
We’re constantly looking for fresh ideas to improve our workplace, our
Foods:
We inspire trust.
We keep it simple.
How we grow.
140,000 diverse employees around the world are the reason we succeed
PRODUCT CLASSIFICATION
CHOCOLATE
SNACKS
BEVERAGES
CANDY
GUMS
Core Purpose
Vision
a cache of
Cadbury
India, it's all about work hard, play harder!. We bring moments of
delight to our
who create these products should also have fun while doing so.
lineage and rich brand heritage has helped the brand maintain its
leadership position
ever
presence in the Malt Food market. Given its market share of 17%,
Cadbury Bournvita
outlets in India.
importance to
Bournvita, with
its popular chocolate taste, and its latest offering, Cadbury Bournvita
5 Star Magic,
Cadbury Bournvita advertising has moved with the times to reflect the
changing
that grows
with you" was the campaign idea that communicated this thought.
the more
very
In the early '90s all brands in the category provided purely physical
benefits like nourishment, energy and growth. It was at this time that
In the new millennium, keeping pace with the evolving mindsets of the
Product Details
Ingredients:
1) Gives protein.
Bournvita super
charger, with its popular chocolate taste, and its latest offering,
Cadbury Bournvita 5
Cadbury 5 Star.
Marketing Practices
reputation has managed to sustain this brand over these years. The
brand has
it started
practices includes
· Segmenting strategy
· Positioning
· Place
· Promotion
Segmenting strategy
“Bournvita”
group; it is targeting
biggest consumer
bridge between mom and the child. And moreover with all the fringe
benefits coming
with Bournvita keeps it the most favorite drink of the child and the
face: a need for a healthy food which is tasty. Bournvita offered that
unique combination
something that
into
purchasing the brand. Brand loyalties are very strong as the key target
audience;
flavored health
market, it tried to
solve a perennial
tasty. Bournvita
combination of health
and taste.
Thus it
targeted the mothers concern about her child's eating habits and used
the 'Nutrition
Cups of
Bournvita for Balanced Nutrition". To further target the child section
it has offered
Positioning
comparison' their
upbringing.
The brand used the tagline: Goodness that Grows with You. During
focusing on the
overall health of the kid thus changed its focus on Body and Mind. The
Energy as a main focus and thus evolved the famous VO (voice over):
"Bournvita has
proteins, minerals and carbohydrates”. Along came the famous tagline:
Tan Ki Shakthi,
Man Ki Shakthi. During 1998, the brand faced intense competition from
Milo from
Nestle. At this time, the brown health food drink segment was facing
issues of
positioning on
Dietary
Nutritional meter
nutrition.
Place
provision stores,
Promotion
“An activity designed to boost the sales of a product or service. It may
include an
competitions with
telemarketing, and
The objectives that are met by promoting are to move the target
market through
It is believed that consumers cannot skip over a phase, but they need
to move
through them. Promotion is used to move the target market from one
phase to another
to finally purchase.
sales
promotion. In the product development front, Bournvita had
packaging and the latest pack is inspired by Boost. Along with packaging
changes, the
brand also had come out with a new variant: Bournvita Fivestar Magic.
the brand association with Five Star as a key differentiator. All these
years, Bournvita
has used taste as a consistent theme to attract the kids. The FiveStar
Magic variant
Bournvita: one
campaign for the Bournvita Fivestar Magic and another one featuring
Bournvita
Confidence Academy.
In the sales promotion front also, the brand was active with
BOURNVITA.
Its arch rival Boost has built itself on the energy platform and
own an important
forward to. By
featuring real whiz kids, the brand has been able to create an impact in
the Target
group.
Taglines of Bournvita
'Tan ki
was re-launched with a new RDA Balanced Formula. The brand was re-
launched with
combines the
goodness of malt and chocolate. It gives the child physical and mental
alertness
form of a Bournvita
nutritional needs
was opened. Cadbury Bournvita has been advertising since the 1970s.
In the early
an essential
building block for children. In the 1980-82 years it was 'Goodness that
grows with
you'. By 1987, it had become the more aggressive 'Brought up right,
Bournvita bright'.
was becoming
intense and Bournvita was there with its 'Extra energy to stay ahead'.
In the 1992-
95 period 'Shakti har din ke champion ki' (Energy for the everyday
champion) was
nutrition, right
kuch kar
current Cadbury
augment stamina
the most
sponsored by
Cadbury India. Initially it was a quiz contest which was held in the
quizzing the nation’s most popular events after one day cricket. The
testimony to the
In the current millennium, the brand has moved to the next level. In
the typical
Brand Essence.
The brand realized that every kid have a chance to excel in his chosen
field of
current marketing strategy. The brand now uses the tagline “Do you
have Bournvita
Confidence ".
to a whole
“Bournvita
Confidence Academy”.
Debuting at 12pm Sunday (July 15, 2007), the program will showcase
seven young
not be rated on the performance of their own skill, but on the skill that
from their peers! - So you have the magician singing, the racer dancing,
etc.
The seven selected achievers who have made it to the Academy are:
Child
3. Actor – Aditi R from Bangalore (A film and theatre actor, has acted
in
in
the International film festival in Cairo 2005. Her first feature film
won best
House/Mithaye-
Mane)
long
Carting
Champion (Junior) 2004, National Titan Grand Prix 2005 Runner Up)
7. Academis – Ameetosri Basu from Kolkatta (Double promoted from
class
5 to class 7)
can't hold
famous line once again stands the test of time, as Cadbury Bournvita
brings together
Young Champs from all over the country for an exciting All India Junior
Badminton
recognized by the
to take on the
world and actualize their innate potential. Our association with this
tournament aims to
embody the
tournament. We
organizing
health
Bournvita has
Cadbury
Bournvita was the official health drink for the Indian team. In the new
millennium,
keeping pace with the evolving mindsets of the new age consumers,
Cadbury Bournvita
mental challenges
advertising campaigns
launched a
interesting ‘jugalbandi’
O&M is the creative agency behind the TVC, with ECD Abhijit Avasthi
and
execution. Infiniti
Production House has produced the film, while Vishal Mangalorekar has
directed it.
Speaking on the thought process and the brief given by the client,
Shetty
‘confidence’ as the
benefit derived from Bournvita. Over the last two years, we had moved
to a testimonial
have carved out a niche for themselves at a very young age. So, the
current TVC is a
exciting for
Ashraf Khan, a
folk singer. Incidentally, the two boys were also finalists at the
‘Bournvita Confidence
Academy’ show on Pogo. The TVC begins with Arora practising his
Western dance
to the tune of
his folk lyrics and music. The film then flows through an interesting
jugalbandi between
the two.
Q.1 Is Health drink Important for You ?
Total - 50 customers
6% 12%
yes No
Not sure
82%
Interpretation:- Out of 50, 82% customers said that health drinks are
important for their body. And 12% customers said they are not sure
whether the health drinks are important or not for their body.
Ques-2 How many times you drink milk in a day?
80%
70%
60%
50%
40%
30%
20%
10%
0%
Once Twice More than twice
twice a day & 16% said they drink only once in a day. Means most of the
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Bournvita Horlicks Complan Boost Maltova Milo
50, 48 customers said that they have heard about Bournvita ,Horlicks
& Boost. And 38 said they have heard about complain & milo heard by
50
45
40
35
30
25
20
15
10
0
Bournvita Complan Horlicks Milo Boost Maltova
tried Bournvita,38 said they have tried Complan, but only 12 customers
100%
90%
80%
70%
60%
50%
30%
20%
10% 12%
10%
2%
0%
Bournvita Horlicks Complan Boost maltova
Bournvita, 32% answer for Horlicks, 10% for Complan, 6% for Milo, 12%
40%
35%
30%
25%
Series 3
20%
15%
10%
5%
0%
Price Flavor Availability Packaging Advertisement Nutresions
Nutrition .
50%
40%
30%
20%
10%
0%
Taste Price Availability Quality Packaging Nutresions
because of its easy availability, 52% Customers said they like Bournvita
kids
your self
Retailers
Reference groups
12
30
influence them to buy the particular brand, and 12 customers said they
80%
70%
60%
50%
Series 3
40%
30%
20%
10%
0%
Yes No
them.
Ques-12 What are the factors which influence you the most while
purchasing health drink?
50
45
40 37
35 32
30 26
25 22
18
20
15
8
10
0
Price Advertisement Taste Brand Name Nutresions Others
+
Ques-13 If Bournvita provides you all such values that offers by other
brands , will you swift to Bournvita?
80
70
60
50
40
30
20
10
0
Yes No