bournvita

1 Introduction

Product: Bournvita

Bournvita has a unique taste which combines the goodness of malt and

chocolate. It gives the child physical and mental alertness resulting in a

healthy body and an active mind. In turn this gives the child the

confidence to succeed in life.

In 2001 Bournvita, complete with new packaging and design was re-

launched. It had many firsts. Bournvita introduced a pet jar (shifting

from the old glass bottle). It introduced shrink-sleeved packaging (from

the old jar labels). There was a complete re-design of the logo. A loyalty

programme, in the form of a Bournvita Nutrition Centre, dedicated to

counselling mothers on her child's daily nutritional needs was opened. It

was Bournvita's way of showing it cared.

Brand Values:

The core values of the brand have been mental alertness and physical fitness for children who

consume Bournvita daily. This layered with the great Cadbury chocolate taste has made the

brand distinct from other offerings in the consumers mind.

Facts:

Cadbury Bournvita won an ABBY for its

press campaign - 'No Bournvita. No Milk'.

Bournvita was the official health drink for

the Indian team for the 1980 Moscow

Olympics.

The Bournvita Quiz Contest is India's longest

running national school quiz.

Product : Horlicks

Put a couple of tablespoons full into a mug. Add

warm water or milk and you’re ready to enjoy a

drink that’s tasty and nourishing. Add ice cubes,

cold milk or water to reconstituted Horlicks and

it turns into a delicious, thirst quenching drink

on a hot afternoon. That is why Horlicks is

considered to be ‘the great nourisher’ for the

entire family. The medical credentials and

heritage of the brand have reinforced the image of the brand for years.

Junior Horlicks, a specialist brand for little children. Mother’s Horlicks, a special nourisher for

pregnant and breast feeding mothers, and Horlicks Biscuits are the other forms in which the

brand is available. A selection of flavours – including chocolate, vanilla and honey – allow

consumers to enjoy the nourishing goodness of Horlicks in a variety of delicious ways.

Brand values:

Horlicks has always been a brand that stands for good health and nourishment through a

wholesome, natural product. A commitment towards product quality and reinforcement of

essential nutrients has won over the trust of generations of mothers.

The brand gives them the reassurance that they seek in caring for their family. Family bonding is

at the heart of Horlicks’ brand values. This, in turn reinforces Horlicks’ image as a caring and

trusted brand.

Facts:

Horlicks was first invented to substitute milk as baby food.

In India, 2 billion cups of Horlicks are drunk every year.

People on special diet, including liquid diet or any diet devised for gastric disorders,

can benefit from the nutritional convenience of Horlicks.

Product: Boost

Boost is a malt-based drink in chocolate flavour, with

the brand philosophy being to continuously innovate

and pioneer changes in the category. In 2002, the brand

created history by re-launching Boost with 'Power

Boosters™', a completely different product from any

other HFD. The New Boost contains copper and biotin,

in addition to its extant composition of vitamins and

minerals. Two serves of New Boost (approximately 30

gms) as per the CODEX Alimentarius Commission of

the World Health Organisation, 1995, provide 50% of the daily requirement of Vitamin B1, B2,

B6, B12, A, C, D, Niacin, Pantothenic acid, Biotin, Folic acid, Copper and Iron and 25% of

Calcium. The vitamins and minerals not only provide adequate energy for the consumer they

also help in the efficient working of body cells (by releasing energy from food), formulation of

healthy blood and make bones stronger. This re-launch has helped Boost capture the position of

number one brown HFD in India.

Brand values:

The personality of the Boost brand is distinctly sporty and energetic and everything - from the

tone of communication to packaging - is done to reflect this vibrant energy. Today, the colour

red and 'Boost is the secret of my energy' have become synonymous with the brand.

Facts:

Boost has a household penetration of 40%-45% in several cities and towns in South

India, the brand's stronghold. In towns like Chennai and Madurai this penetration

exceeds 50% among SEC A and B households and 40% among all households.

Sachin Tendulkar appeared in a Boost advertisement for the first time at the age of

seventeen.

The kid, who starred in the Boost advertisement with Kapil Dev, went on to become a

member of the Indian cricket team - Nikhil Chopra.

There is a range of interesting products prepared with Boost which cater to local

tastes: the Boost 'barfis', for example, in certain parts of South India.

Boost has the highest frequency of purchase among all brown powders in India

(Source: IMRB Household Panel).Boost is the fastest growing brand (2003 over

2002) among the top five Health Food Drinks in India.

Product: Complan

Enriched with 23 vital nutrients in balanced proportion Complan is an ideal nutritional

supplement for children in its target segment of four to fourteen years. It is Heinz’s constant

endeavour to upgrade Complan’s formulation as per the latest d evelopments in nutritional

sciences and the changing requirements of growing children.

Complan – the Complete Planned Food in a Drink – is formulated as per the World Health

Organisation (WHO) guidelines suggested for growing children.

Milk protein, which has superior digestibility properties, contains all essential amino acids

balanced to perfection and hence is the ideal engine for growth. It is also a superior source of

energy and meets the WHO guidelines of energy requirement from proteins. It provides more

energy (429kcal/100 gms) than any other major brand in this category. 20% of Complan is

protein and 100% of it is derived form natural milk. No other brand can match this claim.

To extend the goodness of Com plan and make it available to children any time, the brand was

also conceived in a biscuit form. Complan Crunch Timers biscuits have nourishment sandwiched

in their cream centres and are a delightful anywhere bite.

Brand Values:

Complan, with a history going back half a century, is the Gold Standard in children’s nutrition

and one of India’s heritage brands. The brand takes its job of delivering nutrition to growing

children seriously and has built enormous credibility over the years.

Heinz is committed to ensuring that Complan continues to meet the stringent demands its

consumers make on it. This perhaps, explains why Complan continues to be the Gold Standard.

It is one of the few brands in the MFD category in India to have uniformly spread across the

country indicating its acceptability across regions and socio-economic strata.

Facts:

Complan was formulated in Britain, as an ideal nutritional supplement for soldiers

wounded on the frontlines in World War II.

The brand name Complan is derived from the product statement Complete

Planned Food.

The current Bollywood heartthrob Aftab Shivdasani was a Complan Boy.

2 Literature Review

2.1 What is a Brand?

“A brand is a distinguishing name and/or symbol intended to identify the goods or services of

either one seller or a group of sellers, and to differentiate those goods or services from those of

competitors.”

- David Aaker

Professor of Marketing Strategy

Haas School of Business

In tangible terms, a brand is a name, logo, jingle, slogan, package design, spokesperson, color, or

shape consumers associate with a specific product. A successful brand is much more than that,

however. It is a promise made to the consumer about the good or service they are purchasing.

This promise, like any, is not immediately credible but instead, is reinforced over time as the

relationship between a business and its consumers is built. This relationship between brand and

consumer, therefore, must be recognized, respected and nurtured for a brand to achieve and

sustain success.The promise associated with a brand is particularly important when consumers

cannot verify important attributes before purchasing.

2.2 Brand image

It is simply the way consumers view a brand—the perceptions a brand creates in the mind of the

consumer. Everything related to the brand helps form the identity people associate with the

brand. Harley Davidson consumers are perceived to be “hardcore bikers” who love freedom and

the open road. This perception reinforces the image that Harley is trying to build and maintain

with its target market. Marketers must actively manage the image of their brand to ensure that

the references and uses of the brand remain true to the desired brand image. Of course, to

manage the brand image it is necessary to have a clear understanding of what that image is or

should be. Further, that understanding has to be communicated to those in the organization who

undertake marketing activities that affect the brand image.

Brand Image researchers have defined the concept of brand image in various ways. Those

conceptual definitions of image are based on feelings and impressions, beliefs and attitudes,

perceptions of products, brand personality, and feelings and emotion. For our study and analysis

we have taken for variables of Brand Image into the consideration:

1. Brand Attitude

2. Brand Associations

3. Brand personality

Let’s have a quick look about all the variables and have an idea about all in brief.

1. Brand Attitude contains the consumer’s overall opinion toward a brand—whether it is

positive or negative – which can result in trust and loyalty when positive.

2. Brand Associations contain the meaning of the brand for the consumer and reflect his

perception of the brand.

3. Brand Personality contains the human characteristics which a consumer associates with

the brand.

Problem definition

Background information

To find out and compare the consumer preference towards Brand Image of Bournvita, Horlicks, Boost and Complan based on our targeted population.

Statement of the problem

To find consumer preference towards Brand Image based on

Brand Attitude Brand Association Brand personality

3 Objectives

1. To find out the availability of the product.

2. To find out the effect of advertisement on people.

3. Study of people choice among various health drinks.

4 Research Methodology

4.1 Sample Size & Sampling Method

For the conduction of the investigation, the research sample and its size had to be defined. Due to

the fact that the study will be conducted on Enhancing Brand Image through promotion of, we

have taken the respondents who use the health product Bournvita,Horlicks,Boost and Complan

and ignore others. We have gone for the convenient sampling and have taken 100 sample size

for the same. Health drink is becoming a necessity now days for children.

4.2 Research design

The research design would be descriptive and cross sectional

4.3 Data Sources

Both Secondary and Primary Sources of data will be used. The major type of information used is

primary data. This is done through primary survey. The literature review is a secondary data

type. The sources include books, periodicals, websites, printed literature etc.

4.4 Data Collection

As we have defined our sample size earlier, for the expected 100 sample size we have got

full 100 respondents. From which 38 respondents are user of Bournvita , 37 respondents are

user of Horlicks, 22 respondents are user of Boost and 3 respondents are users of Complan. We

collect this data from the Ahmedabad city. Method of data collection is Face to face

questionnaire fill up; all four group members have collected the data for the research study.

5 Explanation of Related Factors

Based on the established model the frame of the questionnaire was built. Table 1 shows in detail

how brand dimension (brand image) influencing other factors.

Table 1: Measurement of image on its different components

Brand dimension Components Type of questions

Brand attitude Rating of attributes concerning the attitude

towards the brand Bournvita, Horlicks, Boost and

complan of the interviewee

Brand image Brand

associations

Rating of functional and emotional attributes of

both brands

Brand

personality

Rating of attributes for both brands which are

human

6 Data Analysis

Gender *factor to choose brand

gender * Factors to choose brand Crosstabulation

Count

Factors to choose brand

TotalCost Flavor nutrients advertisement

neighbour and

friends

packaging and

quality

Gender Male 1 1 2 1 3 3 11

Female 16 17 22 21 11 2 89

Total 17 18 24 22 14 5 100

Interpretation: Out of the above factors, most affecting factors to both male and female in purchase decision are advertisement and nutrients. Similarly other factors are also influencing the purchase decision but in lesser proportion.

Gender*Advertisement influence

gender * Advertisement influence Cross tabulation

Count

Advertisement influence

TotalVery much Average not at all

Gender Male 2 9 0 11

Female 38 47 4 89

Total 40 56 4 100

Interpretation: Most of the male and female are influenced by the advertisement of the health

drink. Least female are not influenced by the advertisement.

Gender*brand prefer

Interpretation: Most of the male prefer Bournvita and Boost for their children. Most of the

female prefer Bournvita and Horlicks. So most preferable health drink brand is bournvita for

both male and female.

gender * Brand prefere Crosstabulation

Count

Brand prefere

TotalBournvita Horlicks Boost Complain

gender male 6 1 3 1 11

female 32 36 19 2 89

Total 38 37 22 3 100

Gender*taste

gender * Taste Crosstabulation

Count

Taste

Total"Bournvita" Horlicks Boost Complain

Gender male 2 2 7 0 11

female 27 36 23 3 89

Total 29 38 30 3 100

Interpretation: Most of the male prefer the taste of Boost and most of the female prefer the taste

of Horlicks and Bournvita for their children

Gender*Loyalty

Interpretation: Most of the male are loyal to Bournvita and most of the female are loyal to Horlicks for the health drink requirement of their children.

gender * Loyalty Crosstabulation

Count

Loyalty



female 32 36 19 2 89

Total 38 37 22 3 100

Gender*affordable price

gender * Affordable Price Crosstabulation

Count

Affordable Price



female 16 43 26 4 89

Total 23 47 26 4 100

Interpretation: Most of the male customer prefer bournvita for its price affordability and most

of the female prefer Horlicks for its price affordability.

Gender*availability

gender * Availability Crosstabulation

Count

Availability


Gender male 3 5 2 0 10

female 38 32 16 3 89

Total 41 37 18 3 99

Interpretation: Most of the male and prefer Horlicks and Bournvita because of its good availability.

Gender*celebrity influence

gender * Celebrity influnce Crosstabulation

Count

Celebrity influnce


gender Male 5 0 5 1 11

Female 28 27 29 5 89

Total 33 27 34 6 100

Interpretation: Most of the male customers prefer Bournvita and Boost because of celebrity in advertisement and Most of female customers prefer Bournvita,Horlicks and Boost because of celebrity.

Gender*gifts influence

gender * Free gifts influnce Crosstabulation

Count

Free gifts influnce



female 9 34 30 16 89

Total 12 36 33 19 100

Interpretation: Most of the male and female prefer Horlicks and Boost because of free provided

by that particular brand.

Occupation*factors to choose brand

occupation * Factors to choose brand Crosstabulation

Count

Factors to choose brand

TotalCost Flavor nutrients advertisement

neighbour and

friends

packaging and

quality

Occupation govt. employee 1 3 2 3 6 1 16

private employee 2 0 2 0 1 2 7

house wife 14 15 20 19 7 2 77

Total 17 18 24 22 14 5 100

Interpretation: Out of the above factors, most of the housewives affected due to nutrients and

advertisement for Bournvita and Horlicks.

Occupation*advertisement influence

occupation * Advertisement influnce Crosstabulation

Count

Advertisement influnce

TotalVery much Average not at all

occupation govt. employee 5 10 1 16

private employee 1 6 0 7

house wife 34 40 3 77

Total 40 56 4 100

Interpretation: Most of the housewives prefer Bournvita and Horlicks because of advertisement.

Occupation*brand prefer

occupation * Brand prefere Crosstabulation

Brand prefere

TotalBournvita Horlicks Boost Complain

occupation govt. employee 9 5 2 0 16

private employee 2 1 3 1 7

house wife 27 31 17 2 77

Total 38 37 22 3 100

Interpretation:

Most of the housewives prefer the Bournvita and Horlicks. Private employee prefer Horlicks and

Boost. And govt. employee prefer Bournvita and Boost.

Occupation*taste

occupation * Taste Crosstabulation

Count

Taste




house wife 25 32 18 2 77

Total 29 38 30 3 100

Interpretation: Most of the housewives prefer Bournvita , Horlicks and Boost Because of its test.

Occupation*affordable price

occupation * Affordable Price Crosstabulation

Count

Affordable Price




house wife 13 38 22 4 77

Total 23 47 26 4 100

Interpretation: Most of the housewives prefer Horlicks and Boost because of its affordable price.

Occupation*availability

occupation * Availability Crosstabulation

Count

Availability


Occupation govt. employee 8 6 2 0 16


house wife 31 29 14 3 77

Total 41 37 18 3 99

Interpretation: Most of the housewives prefer Bournvita and Horlicks because of its

availability.

Occupation*celebrity influence

occupation * Celebrity influnce Crosstabulation

Count

Celebrity influnce




house wife 24 24 25 4 77

Total 33 27 34 6 100

Interpretation: Most of the housewives prefer Bournvita and Boost because of the celebrity in advertisement.

Occupation*gifts influence

occupation * Free gifts influnce Crosstabulation

Count

Free gifts influnce


Occupation govt. employee 2 5 5 4 16


house wife 8 30 27 12 77

Total 12 36 33 19 100

Interpretation: Most of the Housewives prefer Horlicks and Boost because of gifts are

provided by them.

Null Hypothesis:

H01: There is no significant relationship between brand preference and brand image.

H02: There is no significant relationship between taste and brand image.

H03: There is no significant relationship between energy and brand image.

H04: There is no significant relationship between loyalty and brand image.

H05: There is no significant relationship between affordable price and brand image.

H06: There is no significant relationship between advertisement influence and brand

image.

H07: There is no significant relationship between flavor and brand image.

H08: There is no significant relationship between availability and brand image.

H09: There is no significant relationship between highest nutrients and brand image.

H010: There is no significant relationship between free gifts and brand image.

H011: There is no significant relationship between dissolution in milk and brand image.

T-Test

One-Sample Test

Test Value = 0

t Df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

Brand prefer 22.436 99 .000 1.900 1.73 2.07

Taste 24.528 99 .000 2.070 1.90 2.24

Energy 22.773 99 .000 1.860 1.70 2.02

Loyalty 22.436 99 .000 1.900 1.73 2.07

Affordable Price 26.286 99 .000 2.110 1.95 2.27

Advertisement likability 24.966 99 .000 2.050 1.89 2.21

Flavor 22.436 99 .000 1.900 1.73 2.07

Availability 21.825 98 .000 1.828 1.66 1.99

Highest nutrition 22.436 99 .000 1.900 1.73 2.07

Celebrity influnce 22.426 99 .000 2.130 1.94 2.32

Free gifts influnce 27.758 99 .000 2.590 2.40 2.78

Disolution in milk 23.892 98 .000 2.162 1.98 2.34

Interpretation: From the above T- test result, we can say that all the null hypothesis are

rejected. So there is significant relationship between all the factors which are taken in to

consideration for the T- test and brand image.

7 Limitation

This research has a number of limitations that must be revealed.

1. The results of this study are limited to a specially for Bournvita, Horlicks, Boost and

Complan brand image context.

2. It must be taken into consideration that there may be numerous other variables other than

that which we have taken into study contribute to the development of brand image.

3. In our study we take only 100 as a sample size that may not be provide accurate results

for the population.

4. It is not possible for us to visit many places because of scarcity of time and cost factor

involvement.

5. The ratio of male & female are less in sampling, so proper result cannot be derived of

brand image criteria in minds of male & female respondents.

8 Conclusion

The three variables to define the brand image are Brand attitude, Brand association and brand personality.

Brand attitude was measured by the customer loyalty and trust toward the brand.

So we can conclude that most of the people are loyal to Bournvita and Horlicks.

So the Brand attitude is highest toward Bournvita.

Brand association was measured by price affordability, taste and free gifts provided by the brand.

So we have conclude that most of the people are associated with the Bournvita and Horlicks.

Brand personality was measured by the celebrity influence through the advertisement.

We have conclude that Bournvita and Boost are most preferable because of the celebrity in advertisement.

Finally we can conclude that the brand image of Bournvita is highest in the mind of people.

Bibliography

Pran K.Choudhary.2001.Successful Branding (1st ed.). Universities Press

Kotler,P.,&Armstrong, G. 1996.Principle of marketing (7th ed.). USA:Prentise Hall, Inc.

www.universitiespress.com

www.cadberyindia.com

www.glaxosmithkline.com

http://www.glaxosmithkline.com/

http://www.cadberyindia.com/

http://www.universitiespress.com/

Annexure

QUESTIONNAIRE

TO STUDY ABOUT CONSUMER PREFERENCE TOWARDS ENHANCING BRAND IMAGE THROUGH PROMOTION OF

BOURNVITA

SECTION - I1. Name :-

------------------------------------------------------

2. Age:-

-------------------------------------------------------------

3. Gender:-

a) Male b) Female

4. Occupation:- Put a tick( ) mark against the right option.

a) Govt. Employee b) Private Employee

c) Housewife d) Others

5. Income per month – Put a tick ( ) mark against the right option.

a) Below 10,000 b) 10,001-20,000

c) 20,001-30,000 d) 30,001 and above

6. Size of family-Put a tick ( ) mark against the right option.

a) Below -4 b) 5-8

c) 9-12 d) 12 and above

7. How many children are there in your family?

a) one b) two

c) three d) more than three

SECTON –II

1. Do your child/ children drink milk regularly?

a) Yes b) No

2. If yes, how many times a day?

a) Once b) 2 times c) More than 2 times

3. Do he/ she prefer plain milk without any flavor/ supplement?

a) Yes b) No

4. Do you force your child/ children to drink milk regularly?

a) Yes b) No c) Sometimes

5. Do you think health drinks are important for your child/ children?

a) Yes b) No c) Not sure

7. What all nutrients should a health drink provide?

a) Vitamins

b)Minerals (Calcium, Iron. Potassium...)

c) No particular nutrients preferred

d) Both Vitamins and Minerals

8. Does the following drinks in your view substitute for milk?

(1. Nestle fun shakes 2.Amul cool milk 3.Badam milk)

a) Yes b) No

10. Do you purchase the product on your children’s decision?

a) Yes b) No 14. What are the factors that led you to choose the above mentioned brand? Listed below are some factors, rank them from 1 (most preferred) to 6 (least preferred)a) Cost b) Flavor

c) Nutrients d) Advertisements

e) Neighbors & Friends f) Packaging & Quantity

15. To what extent does advertisements’ influence your choice of health drinks?

a) Very much b) Average c) Not at all 18. Do you keep switching on products?

a) Yes b) No

19. Do you think health drinks boost energy through increased caloric consumption?

a) Yes b) No

20. What do you think are the benefits of drinking health drinks?

a) Improves concentration & memory

b) Improves physical vigor (stamina, stronger muscles & bones)

c) If any other benefit, specify

21. Give your view regarding to use of health drinks of following brands.

Bournvita Horlicks Boost ComplainBrand I preferTaste I like most

Provides highest energyI m loyal toMost affordable priceAdvertisement I like most ofI like the flavor ofAvailability Provides highest nutrition to my childI purchase it because of celebrity in advertiseI purchase it because of free gifts it providesProduct fast dissolves in milk

Case Analysis

ENHANCING BRAND IMAGE THROUGH PROMOTIONS

INTRODUCTION:

Throughout the world the sales promotion is used to buy short term extra sales rather than building brand’s long term strength.Even in india also.

We will study about the “Boost train picture cards” and “Bournvita book of knowledge” promotions to build the brand’s long term strength.

BOURNVITA

OBJECTIVE:

To enhance the brand image of bournvita by supporting the main advertising proposition of the brand “Brought up right –bournvita bright”.

The Promotion:

Bournvita were offered free the bournvita book of knowledge , a compendium of questions and answer from the bournvita quiz contest for the year 1972-73.

Result:

The demand for bournvita book of knowledge was so great.

There was very high recall and a linkage in the public’s mind between bournvita, the quiz contest and the book of knowledge.

The scheme was therefore continuous in subsequent years.

So that Bournvita’s brand share increased by 3% points in each of the five years of this promotional program.

BOOST

Objective:

To enhance brand equity by theme advertising and thereby increasing brand loyalty which would result in increased sales.

Promotion:

One of the series of 12 colored picture cards was packed free in every 500 gm pack of boost, contained in polythene pouches sealed on all sides.

For different picture cards were made available in packs in each of the first three months of promotion and the process was repeated in second three months to give the consumer opportunities to collect all 12 cards.

Each picture card contained much additional background information on the early history of train, the expansion of railways round the world.

This activity of promotion was carried out throughout the six months promotional period.

Results:

The sales was increased by 16.6% and 61147 application for the album where applied for.

Market research has shown that it was regarded very favourably by mothers who like its educational aspect to encourage their children to participate in.

bournvita

Documents

boost brand

brand distinct

specialist brand

brand philosophy

trusted brand

heart of horlicks brand

mothers horlicks

boost advertisement