Presentation on Bourn vita

BY:- Dipti Makode

INTRODUCTIONCadbury was incorporated in India on July 19th, 1948 as a private limited company under the name of Cadbury-Fry (India).

Cadbury Bournvita was launched during the same year. Bournvita is a cocoa based food drink beverage that you mix with water and/or milk to make a hot or cold chocolatey drink. It is full of vitamins and minerals that help children grow strong and healthy.

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 best nutrition to aid growth and all round development.

Company’s profileCadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category .

Values of company

Performance Quality Respect Integrity Responsibility

Core PurposeAt Cadbury plc our purpose is "working together to create brands people love“ The core purpose captures the spirit of what we are trying to achieve as a business .

We collaborate and work as teams to convert products into brands.

THE JOURNEYThe brand has been an enduring symbol of mental and physical health ever since it was launched in 1948.

Its market share of 17%, Cadbury Bournvita reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India.

Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.

ADVERTISING STRATEGYIn 1970s t he brand was positioned as a product that helps in good upbringing. The brand used the tagline : Goodness that Grows with You.

During 1980's the brand changed its focus from Upbringing to Intelligence. The tagline was changed to : Brought Up Right, Bournvita Bright

In 1990's the brand felt that it should be focusing on the overall health of the kid thus changed its focus on Body and Mind. The brand also took 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 Shakti , Man Ki Shakti.The brand also set up a Bournvita Nutritional Center where nutrition experts recommended the right RDA percentage to kids. The brand at that time used the cricketer Ajay Jadeja to endorse the brand. The brand also harped on the taste and used the tagline " No Bournvita No Milk “ to reinforce the taste attribute .

In the current millennium, the brand has moved to the next level . Bournvita has identified Confidence as its Core Brand Essence.

The brand now uses the tagline " Do you have Bournvita Confidence ".

Product Characteristics

Marketing StrategyAfter building the brand over a beautiful concept of confidence, Bournvita has gone down the ladder in the latest campaign.

Cadbury's has launched a brand extension for Bournvita - Bournvita li'l Champs. The new extension is targeting the little kids aged 2-5yrs. The brand is competing with Junior Horlicks in this segment.

Cadbury India has appointed tennis player Sania Mirza to endorse its newly launched variant, 'Cadbury Bournvita Li'l Champs'.

As part of the promotional campaign, the company launched a television commercial show casing's Mirza transformation from a toddler to a tennis champ after the consumption of the new product.

"The core proposition of Bournvita Li'l Champs is to provide mental alertness and physical fitness in the age group of 2-5 years."

Bournvita Li'l Champs is touting on its nutritional content and its 5 Star taste to catch the target segment. The packaging is refreshingly new and attractive. The brand is promising the mothers to make their kids champions like its brand ambassador.

Bournvita has also been attached to various quiz competitions (such as Bournvita quiz contest) and has been promoting this event which has played a major role in promoting the brand and the brand has become synonymous with the quiz contest.

Market ShareBournvita is the most popular beverage of Cadbury India. Cadbury bournvita have been declared a “consumer super brand” for 2006-07 by superbrands India.Total market share of bournvita accounts for about 13%.

In brown beverages market bournvita has a share of about 43%.

BRAND SHARE Bournvita 43%

Boost 30%

Maltova 12%

Milo 10%

Others 5%

PRODUCT PORTFOLIO

BCG Growth share Matrix

Product Market SurveyI have conducted the survey in the form of questionnaires and interviews from retail outlets, Target Group consists of house‐wives and college students between 22‐25 age groups.

ANALYSISQ1 Do you purchase Health Based Milk Drink.

Inference:From the above, it can be inferred that a large majority of the respondents purchase health based milk drinks, a reflection of the growing health consciousness among consumers.

Q2. Can you tell me the reason for purchase of Health Based Milk Drink?

Inference:The above graph is a reflection of the willingness of the consumer to spend money for the health andproper growth of the child; the willingness to go beyond the conventional milk only diet. The familyoption comes in when there are elderly members in the family.

Q3. Why do you consume Health Based Milk Drink?

Inference:

This shows the growing awareness among the consumers of the usefulness of heath based milk drinks in their diet. The health option takes a major chunk of the response

Q4. Following are the parameter for liking a Health Based Milk Drink. Kindly rank them according to your preference. Nutritional Contents Price Taste (Preferred by kids) Packaging

Inference:Though the reason for buying the health drink might be for its nutritional value but a majority of the respondents consider taste to be the most important factor in liking the product. Nutritional value comes as a close second.

Q5. Which is your favourite brand?

Bournvita is the most popular brand in the category in west India (where a majority of the respondents were present) and this is reflected in the responses. Bournvita has an over whelming majority of close to 40%. Horlicks comes second of around 20%.

Q6. Which of the following brands do you purchase? Horlicks Bournvita Boost Maltova Viva Complan

Inference:As expected, Bournvita enjoys a larger customer willingness to buy; Horlicks and Complan enjoy a similar level of willingness to buy on part of the consumer

conclusionBournvita as a product and as a brand enjoys a very high brand recall among consumers and enjoys a high awareness among them regarding its nutritional value and the benefits ofconsuming the product.

But what the brand managers seem to have forgotten is that the consumers have come to accept this as a given and find similar value in competitor products such as Horlicks; at the same time, consumers are demanding other benefits tangible and intangible e.g. better taste, better packaging, a ‘fun factor’ etc