CADBURY

BOURNVITA

Overview Communication Strategies Suggestions Creative Brief

Introduction
‡Launched in 1948 ‡Core Values ‡Physical and mental fitness ‡Chocolaty taste ‡3 flavors ‡Cadbury Bournvita ‡Cadbury Bournvita 5-star magic ‡Bournvita Li l Champs

CADBURY

BOURNVITA

Market Share
‡ Bournvita 17% ‡ GSK 66% ‡ Horlicks 50% ‡ Boost ‡ Maltova ‡ Viva

CADBURY

BOURNVITA

Communication Strategies
‡ Target 2 14 years olds ‡ 1970 s ‡ 1980 s bright ‡ 1990 s Goodness that grows with you Brought up right, Bournvita Tan ki shakti, Man ki shakti Confidence to achieve

‡ 21st Century

CADBURY

BOURNVITA

Communication Strategies
‡Cadbury Bournvita Quiz Show - longest running sponsored program running on India s national television ‡Association with Cartoon Network ‡Packaging ‡Colors (orange and yellow) ‡Purple ‡Chocolate, milk and wheat visuals

CADBURY

BOURNVITA

S

W

‡Strong brand presence of Cadbury that ‡Gives it a lot of credibility ‡Children relate very well to its chocolate taste ‡One of the oldest brands ‡Support from the parent Cadbury Schweppes

O

‡A very strong research team since they are constantly modifying their product ‡A very strong advertising team

T

CADBURY

BOURNVITA

S
‡Lack of launch of new flavors

W
‡Mothers associate it with the chocolate flavor ie only the taste so convincing them about its nutritional values is a challenge

O

T
CADBURY BOURNVITA

S
‡The rural areas and the Southern and Eastern markets

W

‡Having a wider reach by tapping other media sources ‡White malted drinks

O

‡Widening target market ‡Using information and technology to bring efficiency in logistics and distribution.

T

CADBURY

BOURNVITA

S
‡Stiff competition from Horlicks

W

‡Large variety of flavors introduced by other brands ‡Large exposure to foreign currency exchange rate risk, mainly on account of imported cocoa beans and cocoa butter in US Dollar and Pound Sterling

O

T
CADBURY BOURNVITA

Problem
Low penetration in the South Indian Market

CADBURY

BOURNVITA

Solution
Make advertisements for the South Indian Markets in South Indian Language

CADBURY

BOURNVITA

Creative Brief

CADBURY

BOURNVITA

Creative Brief
Person Profile A 35 year old lady, Mrs. Rukmani Iyengar, is the mother of a 10 year old boy, Saurabh staying in Chennai. She attaches a lot of emotional importance to nourishment while bringing him up. However, he wants to look out for the tastiest option to make his daily dose of milk more enjoyable. She wants him to grow up into a confident individual, who is physically and mentally very healthy. She wants him to be an all rounder and succeed in every walk of life, now as well as in the future and he aspires to become a successful cricketer.

CADBURY

BOURNVITA

Creative Brief
Current Belief and Behavior She is not aware of the nutritional benefits that Bournvita provides. She associates with the chocolate flavor and doesn t believe that it can give any nutritional value.

CADBURY

BOURNVITA

Creative Brief
Desired Belief and Behavior Bournvita has a lot of nutritional benefits apart from the taste. Choosing this would be a wise decision and she won t have to run after him to make him drink. Bournvita is the answer to her anxieties as he will enjoy it a lot. It is the perfect drink blending both taste and nutrition. Cadbury cares for the development of my child

CADBURY

BOURNVITA

Creative Brief
Promise and Reasons One of the oldest players. Cadbury provides a lot of credibility. Guaranteeing all round development of your child. Brand Personality Healthy, nutritional, tasty, confident, intelligent, street smart, innovative, up to date, self assured.

CADBURY

BOURNVITA

Thank You!!
Jahnvi Mahajan Khyati Sanghvi Sukriti Gupta