3. Introduction
1) Cadbury Bourn vita was launched in 1949 in
India.
2) The drink was named by Cadbury which was
derived from Bourneville , the model village
which is the site of the Cadbury factory.
3) Bourn vita has always been the leading brown
MFD(Milk Food Drink) brand in the country.
4) Market share -17%
4. Positioning & Repositioning
1970-Goodness that grows with you
1980-Brought up right, Bournvita Right
1990-tan ki shakti ,man ki shakti
1998-The brand used a clever Nutritional meter to
communicate the RDA(recommended dietary
allowance)formula: 2 cups of Bournvita for
balanced nutrition.
do you have bournvita confidence?
2010-Tayyari Jeet ki !
CURRENT- Badaye Doodh ki Shakti..!
5. Segmentation
• Bournvita has segmented it’s Products on
basis of age group that is 5-16.
• Children give too much importance to taste
and their parents give importance to health
and Cadbury has addressed both the things
very well.
6. Targeting
• Targeted mothers with RDA formula and also
attracted children with freebies and gifts from
time to time.
7. Price
• Various Price of Bournvita:-
1. Bournvita Regular 1kg is Rs. 315
2. Bournvita Regular 500gms is Rs. 181
3. Bournvita Regular 200gms is Rs. 85
4. Bournvita Regular 80gms pouch is Rs 25
5. Bournvita little Champ 500gms is Rs. 215
6. Bournvita Little Champs 200gms is Rs. 115
8. Place
• Good distribution channel.
• Pan India.
• By availability of the product from wholesale
kariyan store to chemist shops.
9. Product
• For kids who detest milk in its pure state
unless flavored, this is an ideal drink.
• It has its own unique flavor, and the taste is
rich and full-bodied.
• With composition of essential nutrients &
Vitamin.
10. Promotion
Television commercials.
Association with Cartoon Network- Power Puff
Girls & Dexter.
In-house advertising.
– Bournvita Confidence Academy (Reality Show)
– Plastic mugs, chess game, ludo etc.
– Bournvita Quiz contest-hosted by Derek O'Brien
– Bournvita general knowledge book
14. SWOT Analysis
Strengths Weakness
• Strong Brand Equity • Lack of penetration in rural market.
• Big Brand Visibility • High priced brand in comparison to others.
• Backed by the brand CADBURY • Bournvita is perceived to be having less
nutritional value as compared to its closest
• Packaging competitors
Opportunity Threats
• Rural part of the country
*Large variety of flavours introduced by other
• Expansion to white malted drinks brands.
• Tapping other media sources.
*Frequent repositioning might result in the
consumer not getting the desired message.
15. Methodology
Quantitative research:- a questionnaire has been
designed.
o Laddering also being done.
Secondary research: Searching the internet and
consulting literature and other articles pertaining to
these contexts:
o Communication platforms used and their effectiveness
o Positioning strategies
o Emerging opportunities/ challenges
24. Q8. From where do you
purchase bourvita?
percentage
40
35
30
25
percentage
20
15
10
5
0
Local grocery shop Super market online chemist shops
25. Q9. Did you see the add of bournvita? If
yes, from where?
percentage
80
70
60
50
percentage
40
30
20
10
0
no Radio magazine tv
26. Q10. From where do you get to
know about Borunvita?
60
50
40
30
percentage
20
10
0
advertising banners awner of grocery shop
27. q.11 Who influence the buying of
health drink in the family?
percentage
50
45
40
35
30
25 percentage
20
15
10
5
0
me children spouse siblings
28. Q12. word comes to your mind?
Tasty
healthy drink
yummy
Chocolaty
nutritious drink
Economical
29. Findings
Bournvita is influenced by children in the family
Main competition Horlicks and Complan
Less schemes
More focus is on children only
Milo ‘s production has been put on halt
Economical
People use it as a Chocolate drink.
Youngsters have it as a Bournvita shake.
It is discontinued in UK.
Customer willingness towards Bournvita is high.
30. Recommendations
Bournvita in Different flavors.
Can focus on old age group.
Should come out with more Schemes.
Eg. jars, glasses.
No need to make any changes in price.
31. Recommendations of future strategies
• Launch of new Product whose target segment
is age group of 17-25.
• Bournvita - Protein.
• For gym going.
32. Launch of new Product for Women
• As with the rise in health awareness in today’s
world there is a need for the product to be
launched for women also.
• Bournvita-Women.
• For the women of age group between 30-45.
• Majorly focused on homemakers.