HISTORY OF BOURNVITA• Cadbury Bournvita is among the oldest brands in the Malt Food categoryLaunched in 1948, throughout its history, Cadbury Bournvita hascontinuously re-invented itself in terms of product, packaging, promotion& distribution. The Cadbury lineage and rich brand heritage has helpedthe brand maintain its leadership position and image over the last 60years.• Market share Rs. 4000 cr. Indian health drink market. 15% brand marketshare.• Bournvita offered that unique combination of health and taste.• The brand has been an enduring symbol of mental and physical healthever since it was launched. This layered with the great Cadbury chocolatetaste has made the brand distinct from other offerings. It is hardlysurprising then, that Bournvita enjoys a major presence in the Malt Foodmarket.• Cadbury offers two options to capture this appeal: CadburyBournvita, with its popular chocolate taste, and its latest offering,CadburyBournvita 5 Star Magic, leveraging the rich chocolate and caramel flavourof Cadbury 5 Star.
• Punch line: - “Badhaye Doodh ki Shakti (increase levelof milk energy)” old one 2009• Segment & TG market: - Energy (Nutritional)drinks, Targeting to children (5 to 14 years – Approx.)• Market Players: - Horlicks (GlaxoSmithKline), Boost(GlaxoSmithKline), Complan (Heinz India), Pediasure(Abott India)• Our Advertising:• Tayyari jeet ki! (preparing to win)• Today’s world is an increasingly competitive place forchildren. They aren’t just expected to do better, butalso do more. Keeping this in mind, Cadbury launchedthe new Bournvita in 2010 and launched a newcampaign Tayyari jeet ki! (preparing to win)
HSITORY OF BONVITA LIT CHAMPSpecially formulated drink for 2 – 5 year oldsLaunched in 2008, Bournvita Lil Champs is amilk additive product. It has been speciallyformulated with scientifically proveningredients like DHA & Whey protein, makingit ideal for children between the formativeyears of 2 to 5 yrs.
BRANDING STRATEGY FOR BOURNVITA• Branding Strategy: - Strategy execution is verysimple; Bournvita is much emphasizing on‘Vitamin D’ esp. for calcium. Such thing may begive negative impact towards brand because it isdirectly influence on milk. And, consumers areconsuming milk since over many years & milkhaving calcium which makes us healthy, strongbones as well as also keep body strong. The TVCis clearly shown that child will not be gettingcalcium from milk if he/she will not consumeBournvita.
ADVERTISEMENT HISTORY FORBOURNVITA• Cadbury Bournvita, with its popular chocolate taste, and its latestoffering,Cadbury Bournvita 5 Star Magic, leveraging the richchocolate andcaramel flavour of Cadbury 5 Star.Cadbury Bournvitaadvertising has moved with the times to reflect the changing needsof the consumers. During the 70s the communication centered onGood upbringing and Bournvita became an essential building blockfor childhood. "Goodness that grows with you" was the campaignidea that communicated this thought• In the 80s the focus shifted from Upbringing to Intelligence withthe more aggressive "Brought up right, Bournvita bright" campaign ,which was very successful during its time. In the early 90s allbrands in the category provided purely physical benefits likenourishment, energy and growth. It was at this time that Bournvitadecided to raise the bar by promising physical and mental benefits.This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaignwhich became an anthem for the brand
ADVERSITEMENT• Our Advertising: NEW• Tayyari jeet ki! (preparing to win)• http://www.youtube.com/watch?v=6lihcOZOBt0 old add may be in 90s• http://www.youtube.com/watch?v=kaGuTt8Cc44 new add 2011