The document provides an overview and roadmap for analyzing the marketing strategy of Cadbury Bournivita in India. It begins with an introduction to Cadbury's entry into India in 1948 and the launch of Bournivita in 1949. The roadmap then outlines analyzing Bournivita's needs, wants, and demand; SWOT analysis; Porter's five forces; BCG matrix; micro and macro environment; consumer buying behavior; 4Ps of marketing; business-to-business customer relationship management; and segmentation, targeting, and positioning.

1. CADBURY
BOURNVITA
Presented By:
Harmeet Rikhraj
Dipti Ranjan Bhoi
Gurupada Mishra

2. ROAD MAP
 INTRODUCTION
 NEED , WANTS & DEMAND
 SWOT
 PORTER’S FIVE FORCES
 BCG
 MICRO ENVIRONMENT AND MACRO
ENVIRONMENT
 CONSUMER BUYING BEHAVIOR
 4P’s
 B2B CRM
 STP

3. INTRODUCTION
 Cadbury, the leading
global confectionery
company , began its
operations in 1948 in India
by importing chocolates.
 Cadbury Bourn vita was
lunched in 1949 in India.
 Bourn vita has always
been the leading brown
MFD(Milk Food Drink)
brand in the country.
Source: AC Nielsen , Parsoli Research

4. NEEDS,WANTS,DEMAND
 Proper health drink for children – little
champs.
 Health drink for 18+ age group-acti life
 Health drink for women

5. SWOT ANALYSIS

6. PORTER’S FIVE FORCES

7. BCG MATRIX

8. MICRO ENVIRONMENT AND
MACRO ENVIRONMENT

9. CONSUMER BUYING BEHAVIOR
Consumer behaviour refers to the mental and
emotional process and
the observable behaviour of consumers
during searching, purchasing and post
consumption of a production service.
 Factors Affecting Consumer Buying
Behavior:
 Social Factors:
 Psychological Factors :
 Personal Factors:

10. 4P’S OF MARKETING

11. B2B CRM

12. SEGMENTING , TARGETING
AND POSITIONING