HISTORY

Cadbury 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.

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.

Throughout it's history, Cadbury Bournvita has continuously re-

invented itself in terms of product, packaging, promotion &

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

ever since it was launched in 1948. It is hardly surprising then, that

Bournvita enjoys a major presence in the Malt Food market. Given its

market share of 17%, Cadbury Bournvita reaches across hundreds of

cities, towns and villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional

importance to nourishment while bringing up their children. However,

children always look out for the tastiest option to make their daily

dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: 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.

Cadbury Bournvita advertising has moved with the times to reflect the

changing needs of the consumers.

During the '70s the communication centered on 'Good upbringing' and

Bournvita became an essential building block for childhood. "Goodness

that grows with you" was the campaign idea that communicated this

thought.
In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with

the more aggressive "Brought up right, Bournvita bright" campaign,

which was very successful during its time.

In the early '90s all brands in the category provided purely physical

benefits like nourishment, energy and growth. It was at this time that

Bournvita decided to raise the bar by promising physical and mental

benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti

Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the

new age consumers, Cadbury Bournvita is about arming consumers with

Confidence to take on physical and mental challenges that nobody else

can, resulting in one of the most successful advertising campaigns

which is based on 'Real Achievers who have grown up on Bournvita'.

 Cadbury Worldwide

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The

combination of Kraft Foods and Cadbury creates a global powerhouse in

snacks, confectionery and quick meals. We are currently the world's

No.1 confectionery and biscuit company. We are also the world’s

second-largest food company with sales in approximately 160 countries.

We employ approximately 140,000 people.

With an incredible brand portfolio, we contrive to make a delicious

difference, today and everyday.

Heritage:
We have come a long way since J.L Kraft started selling cheese from a

horse drawn wagon in 1903. Hard work, imagination and commitment to

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

 25%+ of global revenue from emerging markets

 #1 in global confectionery

 #1 in global biscuits

 More than 50% of global revenue from snacks and confectionery

Our Brand Portfolio

 11 brands with more than $1 billion in revenue

 70+ brands with more than $100 million in revenue

 40+ brands over 100 years old

 80% revenue from #1 share positions

 Who we are

Consumers inspire us.

To make today delicious, we begin with our consumers.

We listen, we watch and we learn.

We understand their joys and their challenges because we’re

consumers too.

What we do

We make delicious foods you can feel good about.

Whether watching your weight or preparing to celebrate, grabbing a

quick bite or sitting down to family night, we pour our hearts into

creating foods that are wholesome and delicious.  

Our reach

We believe we can make a delicious difference, everywhere.

We’re constantly looking for fresh ideas to improve our workplace, our

partnerships, our communities and our world.

How we behave – Our Values

We understand that actions speak louder than words, so at Kraft

Foods:

 We inspire trust.

 We act like owners.

 We keep it simple.

 We are open and inclusive.

 We tell it like it is.

 We lead from the head and the heart.

 We discuss. We decide. We deliver.

How we grow.

We focus on creating sustainable, profitable growth. And our

strategies guide our efforts:

 Build a high performing organization

 Reframe our categories

 Exploit our sales capabilities

 Drive down costs … without compromising quality

About our people.

It takes great people to make great brands. Our approximately

140,000 diverse employees around the world are the reason we succeed
 PRODUCT CLASSIFICATION

 CHOCOLATE

 SNACKS

 BEVERAGES

 CANDY

 GUMS

Core Purpose

"Working together to create brands people

love" captures the spirit of what we are trying to

achieve as a business. We collaborate and work as

teams to convert products into brands

Vision

To align with our core purpose, Cadbury India

has defined its Vision as "Life Full of Cadbury and

Cadbury Full of Life".

Cadbury India will participate in many spaces of consumer life through

a cache of

product offerings - be it chocolates or snacks or gum.

We believe that work and fun can co-exist beautifully. Therefore at

Cadbury

India, it's all about work hard, play harder!. We bring moments of

delight to our

consumers everyday and every time. Therefore, we strongly believe

that the people

who create these products should also have fun while doing so.

Cadbury Bournvita was launched in year

1948. 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.

Throughout its history, Cadbury Bournvita has

continuously re-invented itself in terms of product,

packaging, promotion & distribution. The Cadbury

lineage and rich brand heritage has helped the brand maintain its

leadership position

and image over the last 50 years.

The brand has been an enduring symbol of mental and physical health

ever

since it was launched in 1948. It is hardly surprising then, that

Bournvita enjoys a major

presence in the Malt Food market. Given its market share of 17%,

Cadbury Bournvita

reaches across hundreds of cities, towns and villages through 3,50,000

outlets in India.

It is a universal truth that mothers attach a lot of emotional

importance to

nourishment while bringing up their children. However, children always

look out for the

tastiest option to make their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury

Bournvita, with

its popular chocolate taste, and its latest offering, Cadbury Bournvita

5 Star Magic,

leveraging the rich chocolate and caramel flavor of Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times to reflect the

changing

needs of the consumers.

During the '70s the communication centered on 'Good upbringing' and

Bournvita became an essential building block for childhood. "Goodness

that grows

with you" was the campaign idea that communicated this thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with

the more

aggressive "Brought up right, Bournvita bright" campaign, which was

very

successful during its time.

In the early '90s all brands in the category provided purely physical

benefits like nourishment, energy and growth. It was at this time that

Bournvita decided to raise the bar by promising physical and mental

benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti

Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the

new age consumers, Cadbury Bournvita is about arming consumers with

Confidence to take on physical and mental challenges that nobody else

can, resulting in one of the most successful advertising campaigns

which is based on 'Real Achievers who have grown up on Bournvita'.

Product Details

Ingredients:

Malt extract, sugar, cocoa powder, milk solids, liquid glucose,

vitamins, permitted emulsifiers, sodium bicarbonate, mineral & salt.

Bournvita’s nutritional facts:

1) Gives protein.

2) Provides Vitamin A, Vitamin C & Vitamin B12.

3) Contains Calcium, Iron & Folic Acid.

4) It also provides our body with Niacin, pyridoxine,

Riboflavin, & Thaimin which is very essential for the

proper working of our nervous system.

Cadbury now offers two options to capture this appeal: Cadbury

Bournvita super

charger, with its popular chocolate taste, and its latest offering,

Cadbury Bournvita 5

Star Magic, leveraging the rich chocolate and caramel flavor of

Cadbury 5 Star.

Marketing Practices

This is a brand that has sustained over time and competition.

Cadbury's - true to its

reputation has managed to sustain this brand over these years. The

brand has

sustained because of Cadbury's invested in the brand and also ensured

that the brand

changed in tune with the times Cadbury brought this product when

there was selling

concept prevailing and not so much importance given to marketing but

it started

marketing its product using advertising and promotions. Marketing

practices includes

· Segmenting strategy

· Defining the key target audience

· Positioning

· Place

· Promotion

Segmenting strategy

Cadbury has segmented the market for their flagship product

“Bournvita”

demographically. It has segmented the market on the bases of age

group; it is targeting

children aged between 5 to16 yrs of age. It is targetingone of the

biggest consumer

groups in India. Bournvita is

a chocolate flavored healthdrink. In this segment the

children give too much

importance to taste and their

parents give importance to

health and Cadbury has

addressed both the things

very well. Thus it builds a

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

mom. When the

brand was introduced in the market, it tried to solve a perennial

problem that mother's

face: a need for a healthy food which is tasty. Bournvita offered that

unique combination

of health and taste.

To attract this segment Cadbury has taken many initiatives like

· Bournvita quiz contest

· Bournvita confidence academy

· All India junior badminton tournament

Latest focus on confidence is a smart move by the brand. Confidence is

something that

every kid looks forward to.

Defining key audience

Most of the promos are targeted at children who coerce their parents

into

purchasing the brand. Brand loyalties are very strong as the key target

audience;

children are always looking for the change. Bournvita is a chocolate

flavored health

drink. When the brand

was introduced in the

market, it tried to

solve a perennial

problem that mother's

face: a need for a

healthy food which is

tasty. Bournvita

offered that unique

combination of health

and taste.

Thus it

targeted the mothers concern about her child's eating habits and used

the 'Nutrition

Meter' as an interesting device to communicate the RDA formula - " 2

Cups of
Bournvita for Balanced Nutrition". To further target the child section

it has offered

many freebies and gifts from time to time.

Positioning

In marketing, positioning has come to mean the process by which

marketers try to create an image or identity in the minds of their

target market for its

product, brand, or organization. It is the 'relative competitive

comparison' their

product occupies in a given market as perceived by the target market.

In 1970s the 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 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

stagnation because of lack of value addition. Bournvita then changed its

positioning on

the health platform. The brand used an acronym RDA (Recommended

Dietary

Allowance) to reinforce the health positioning. The brand used a clever

Nutritional meter

to communicate the RDA formula: 2 cups of Bournvita for balanced

nutrition.

Place

Cadbury is catering Bournvita to its consumer through out India

through its vast

distribution channel. Bournvita is available in various medical stores,

provision stores,

super markets and all retail stores.

Promotion
“An activity designed to boost the sales of a product or service. It may

include an

advertising campaign, increased PR activity, a free-sample campaign,

offering free gifts

or trading stamps, arranging demonstrations or exhibitions, setting up

competitions with

attractive prizes, temporary price reductions, door-to-door calling,

telemarketing, and

personal letters on other methods”.

The objectives that are met by promoting are to move the target

market through

the following phases:

Unawareness -> Awareness -> Beliefs/Knowledge ->

Attitude -> Purchase Intention -> Purchase

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.

Bournvita has invested heavily in product development, advertising and

sales
promotion. In the product development front, Bournvita had

significantly changed its

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 new variant

has the unique chocolate with caramel flavor of Cadbury's Fivestar.

The brand is using

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

further reinforced this positioning. In the advertising campaigns,

Bournvita has always

been a heavy spender. Bournvita is running two different campaigns for

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

its share of freebies and gifts. The association with Cartoon

Network enabled this brand to use the famous characters

like Powerpuff girls and Dexter to the brand's advantage

Focus on Confidence is a smart move by Cadbury to promote its brand

BOURNVITA.

Its arch rival Boost has built itself on the energy platform and

recently has gained

headway using Sachin. Hence to counter Boost, Bournvita needed to

own an important

differentiation point. Confidence is something that every kid looks

forward to. By

featuring real whiz kids, the brand has been able to create an impact in

the Target

group.

Bournvita always comes up with consumer promotion

activities from time to time e.g. giving free gifts like

plastic mugs, kitchen appliance, chess game or ludo

etc. Recently they decided to target school children by

offering attractive mugs with cartoon characters

design on it. They also come up with the scheme of

extra Bournvita for the same price.

Taglines of Bournvita

In early 1990s Cadbury reentered the health drink market with

Bournvita, the product of

essential vitamins and minerals with memorable campaigns based on the

'Tan ki

Shakti, Man ki Shakti'. The next big breakthrough happened in 1999

when the brand

was re-launched with a new RDA Balanced Formula. The brand was re-

launched with

a completely new identity in 2001. Bournvita has a unique taste that

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 2001 Bournvita,

complete with new

packaging and design was re-launched. A loyalty programme, in the

form of a Bournvita

Nutrition Centre, dedicated to counseling mothers on her child's daily

nutritional needs

was opened. Cadbury Bournvita has been advertising since the 1970s.

In the early

years the positioning centred on 'Good upbringing' with Bournvita being

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'.

In the last decade of the 20th Century, competition between children

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

its payoff line. In 2000, 'Bournvita poshan, sahi poshan' (Bournvita

nutrition, right

nutrition) encouraged consumption. In the following year 'Confidence

kuch kar

dikhane ka' (Confidence to achieve) became the reason to buy. The

current Cadbury

Bournvita positioning suggests that it contains specific ingredients that

augment stamina

and concentration in children.

Bournvita Quiz Contest

Bournvita Quiz contest or Cadbury Bournvita Quiz Contest is one of

the most

famous quiz contests in India. It was first held in 1972. It is a contest

sponsored by
Cadbury India. Initially it was a quiz contest which was held in the

cities across the

length and breadth of India. But

later it became a radio and then a

television show . The mastermind

behind this show is Derek O Brien

who conducts this quiz show with

great aplomb. Bournvita Quiz

Contest is a respected name

amongst the quizzing fraternity of

India. This quiz contest is at

present one of the longest running

shows in Indian television and is

immensely popular among the

school kids of India as well as

quiz enthusiasts of all ages. This show enjoys unparalleled popularity

and has made

quizzing the nation’s most popular events after one day cricket. The

fact this quiz

contest reaches out to a million students to 4,800 schools in India is a

testimony to the

iconic statue enjoyed by this quiz contest.

Confidence Academy

In the current millennium, the brand has moved to the next level. In

the typical

laddering up strategy, Bournvita has identified Confidence as its Core

Brand Essence.

The brand realized that every kid have a chance to excel in his chosen

field of

Endeavour if he have confidence. The realization has enabled the brand

to chalk out the

current marketing strategy. The brand now uses the tagline “Do you

have Bournvita

Confidence ".

Bournvita Confidence Academy is not a

School but a reality show. The show which

premiered on July 2007 in the Pogo channel is

different from the usual reality shows. The show

features 7 kids who have exceptional talents in

various fields like dancing, racing, singing, magic,

studies etc. In the reality show, these kids to act as

Gurus and is expected to teach each other skills. So

you have a magic whiz kid learning to sing. The point

is that "You Need Confidence" to venture into unknown fields

In a first of its kind initiative, young prodigies’ confidence is being put

to a whole

new challenge on Pogo TV with the launch of an innovative reality show

“Bournvita

Confidence Academy”.

Debuting at 12pm Sunday (July 15, 2007), the program will showcase

seven young

prodigies from all across India. The programme is scheduled to air on

this Sunday prime

slot for 13 weeks.

These young prodigies excel in their skills and are confident to

showcase it. However,

the BIG CHALLENGE in the Bournvita Confidence Academy will be that

part pants will

not be rated on the performance of their own skill, but on the skill that

they will learn

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:

1. Magician – Karun Krishnan from Bangalore (Winner of All India Magic

Competition Amateur. He has performed in over 3500 shows)

2. Rajasthani Folk Singer – Ashraf Khan from Rajasthan (A National

Child

Award winner 2004-2005, he has performed internationally)

3. Actor – Aditi R from Bangalore (A film and theatre actor, has acted

in

more than 15 documentaries, awarded Special Jury Golden Cairo Award

in

the International film festival in Cairo 2005. Her first feature film

won best

children’s film from the Government of Karnataka - Candy

House/Mithaye-

Mane)

4. Santoor Player - Rhitam Bhattacharya from Kolkatta (comes from a

long

line of musicians, Plays in the Maihan Gharana style.

5. Dancer (contemporary) – Kabir Aurora from Mumbai (A dancer with

Shiamak's junior dance company. He has performed at PAKA 04 and 05,

Filmfare awards etc)

6. Go Karter - Nikhil Kashyap from Bangalore (National Level Go

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)

Bournvita All India Junior Badminton Championship

The old adage, "Confidence is the first requisite to great undertakings"

can't hold

more relevance than today - in this age of convergence and

competition. And this

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

Tournament being held in Chennai from May 26th -31st. 2007.

The tournament is organized by the Express Shuttle Club and

recognized by the

Badminton Association of India. It features players from various

states in India who will

vie for the top slot in their respective

categories. The finals of the championship

will held on May 31st, 4 pm.

Commenting on the association,

Sanjay Purohit, Director, Marketing,

Cadbury India said, "Cadbury Bournvita is

among the most loved and trusted brands in

the country. With the extra physical and

mental energy that Bournvita provides, youngsters have the confidence

to take on the

world and actualize their innate potential. Our association with this

tournament aims to

recognize and reward champions who through their achievements

embody the

Bournvita brand values."

"We are delighted that Cadbury Bournvita has supported this

tournament. We

hope that many more corporate emulate Cadbury" Sanjeev Sachdeva,

organizing

secretary, All India Junior Badminton Tournament.

Cadbury Bournvita has been an enduring symbol of mental and physical

health

ever since it was launched in 1948. It is hardly surprising then, that

Bournvita has

enjoyed a long association with sports. In the 1980 Moscow Olympics,

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

is about arming consumers with Confidence to take on physical and

mental challenges

that nobody else can, resulting in one of the most successful

advertising campaigns

which is based on 'Real Achievers who have grown up on Bournvita'.

Cadbury Bournvita Jugalbandi

Extending its confidence challenge strategy, Cadbury Bournvita has

launched a

new commercial titled ‘Bournvita Folk’. The TVC showcases an

interesting ‘jugalbandi’

between talents from a metro and small town.

O&M is the creative agency behind the TVC, with ECD Abhijit Avasthi

and

Creative Director Manoj Shetty having worked on its creative

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

explained, “For more than three years, we have been appropriating

‘confidence’ as the

benefit derived from Bournvita. Over the last two years, we had moved

to a testimonial

format that depicted real achievers from the ‘Bournvita Confidence

Academy’ show who

have carved out a niche for themselves at a very young age. So, the

current TVC is a

creative attempt at making the ‘testimonial format’ more engaging and

exciting for

young consumers. Research and initial responses indicate that it has

worked very well.”

The TVC features Kabir Arora, a student of Shiamak Davar, and

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

steps, and is suddenly intervened by Khan who challenges him to 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

Interpretation:- Out of 50 customers 76% said that they drink milk

twice a day & 16% said they drink only once in a day. Means most of the

customers drink milk twice a day.

Ques-3 Do you prefer flavored milk?

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Yes No

Interpretation:- Out of 50,43(86%) customers preferred to flavored

milk& rest 7 (14%) do not prefer flavored milk.

Ques-4 Which malt beverage brand you have already heard about?

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
Bournvita Horlicks Complan Boost Maltova Milo

Interpretation:-When this Question asked from the customers, Out of

50, 48 customers said that they have heard about Bournvita ,Horlicks

& Boost. And 38 said they have heard about complain & milo heard by

35 customers & Maltova by 17 customers only.

Ques-6 Which brand you have already tried?

50

45

40

35

30

25

20

15

10

0
Bournvita Complan Horlicks Milo Boost Maltova

Interpretation:- In this question 42 customers said they have already

tried Bournvita,38 said they have tried Complan, but only 12 customers

have tried maltova.

Ques-7 Which brand you are currently using?

100%

90%

80%

70%

60%

50%

40% 38% 36%

30%

20%
10% 12%
10%
2%
0%
Bournvita Horlicks Complan Boost maltova

Interpretation:- in this Question 38% Customers said they are using

Bournvita, 32% answer for Horlicks, 10% for Complan, 6% for Milo, 12%

for Boost & Only 2% for Maltova.

Ques-8 What are the reasons to switch over to another brand?

 45%

40%

35%

30%

25%
Series 3
20%

15%

10%

5%

0%
Price Flavor Availability Packaging Advertisement Nutresions

Interpretation:- In this Question 16% Customers said they have

switched to other brand Because of price, 40% said they have

switched Because of flavor, 4% answered in favour of availability &

Packaging, 28% answered for Advertisements, 8% answered for

Nutrition .

Ques-9 Why do you like Bournvita?

 60%

50%

40%

30%

20%

10%

0%
Taste Price Availability Quality Packaging Nutresions

Interpretation:- In this Question 24% Customers said they like

Bournvita because of its taste , 8% Customers said they like Bournvirta

because of its low price, 4% Customers said they like Bournvita

because of its easy availability, 52% Customers said they like Bournvita

because of its superior quality, 4% Customers said they like Bournvita

because of its attractive Packaging, 8% Customers said they like

Bournvita because of its Healthy Nutrition

Q.10 Who is the decision influencer ?

 Sales
3
5

kids
your self
Retailers
Reference groups
12
30

Interpretation:- In this Question 30 customers said their kids

influence them to buy the particular brand, and 12 customers said they

purchase according to their choice. But only 3 customers are buying

according to the retailers.

Ques-11 Do Bournvita’s advertisements attract you?

 90%

80%

70%

60%

50%
Series 3
40%

30%

20%

10%

0%
Yes No

Interpretation:- In this question 84% customers said that

advertisements of Bournvita attract them & influence them to

purchase & 16% said that advertisements of Bournvita failed to attract

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
+

Interpretation:- In this question 37 customers said taste is the most

important factor for them, 32 customers said price is the most
important factor for them, 26 customers said brand name is the most
important factor for them, 22 customers said nutrition is the most
important factor for them, 18 customers said Advertisement is the
most important factor for them, 8 customers said there are some
other factors which are most important for them.

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

Interpretation: in this question 80% of the customers said they are

ready to shift to Bournvita if Bournvita will give all the values given by
other brands to them, but rest 20% are not willing to change their
brand .s