Cadbury Bournvita was launched in India in 1949 and has since been the leading brown milk food drink brand in the country with a 17% market share. Over the years, Bournvita has repositioned itself through different taglines and targeted both children for their taste preferences and mothers by communicating the drink's nutritional value. Currently priced between Rs. 25 to Rs. 315 depending on size, Bournvita faces competition from brands like Horlicks and Complan but maintains its strong brand equity through widespread distribution and nostalgic brand recall. The presentation analyzes Bournvita's marketing strategy and recommends expanding its target segment and launching new product lines to cater to changing consumer preferences.

2. Presented by:
Abhishek Bansal
Anshum Garg
Arushi Gupta
Gaurav Jain
Karan Bali
Ridhi Dhawan

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

11. Some Videos
1. Brand power
2. Bournvita Lil-Champ
3. Bournvita Regular

12. Packaging
1.Vibrant Colours to attract Children's.
2.Use glass jars for packaging which do not allow
moisture to get in .

13. Comparison with Competitors
500gm 200gm 1 kg
Complan 218 122 368
Bornvita 181 85 315
Horlicks 171 85 285

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

16. Sample Size-200
Segment ( age wise)
10-15 20
15-25 40
25-35 40
35-45 40
45-55 40
55-65 20

17. Male 47%
Female 53%

18. Q1. Which health drink do you
prefer buying?
percentage
40
35
30
25
20 percentage
15
10
5
0
bourvnita horlicks milo Boost Complan

19. Q2. Reasons for buying
health drink?
Reasons for Buying Health Drinks? percentage
Reasons for Buying Health Drinks? percentage
30.2
21.4
16.25
12.5 12
8
flavour taste price brand availabliliy schemes

20. Q3. Last brand purchased?
Last Brand Purchase Percentage
bournvita horlicks boost milo complan bournvita delight protien X
1%
2%
15%
2%
41%
4%
35%

21. Q4.Identifying taglines
percentage
complan
milo
boost percentage
bournvita
horlicks
0 5 10 15 20 25 30 35 40 45

22. Q5. Brand packaging?
brand packaging percentage
brand packaging percentage
40
29
23
8
horlicks 0
bournvita
boost
milo
complan

23. Q7.Rank
Rank
reliable performer
focussed cheerful
economical

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.

34. THANKYOU 