POOJA BHADKAMKAR- [11BSP0693]

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Bournvita was launched in the UK in 1932 and subsequently launched in India in 1948. Cadbury (Kraft Foods) Malted Food Energy Drink Food Products Goodness that Grows with You/Brought Up Right, Bournvita Bright/No Bournvita No Milk 1.Milo 2.Horlicks 3.Boost 4.Complan

SEGMENTING: 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 to 16 yrs of age. It is targeting one of the biggest consumer groups in India. Bournvita is a chocolate flavoured health drink. 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 mother and the child with all the fringe benefits coming Segmenting strategy

TARGETING: 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 flavoured 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 .To further target the child section it has offered many freebies and gifts from time to time.

POSITIONING: The RDA formula: 2 cups of Bournvita for balanced nutrition 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 Shakti, Man Ki Shakti. 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 which used a clever Nutritional meter to communicate. Cadbury now offers two options: 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.

PRODUCT LIFE-CYCLE: 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. Bournvita enjoys a major presence in the MFD market. Given its market share of 17%, Cadbury Bournvita reaches growing children across hundreds of cities, towns and villages through 3,50,000 outlets in India Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution.