HISTORYCadbury was incorporated in India on July 19th, 1948 as a private limited company under the name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Throughout it's history, Cadbury Bournvita has continuously reinvented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years. The Journey: The brand has been an enduring symbol of mental and physical health ever since it was launched in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable. Cadbury now offers two options to capture this appeal: 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. Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the consumers. During the '70s the communication centered on 'Good upbringing' and Bournvita became an essential building block for childhood. "Goodness that grows with you" was the campaign idea that communicated this thought. In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up right, Bournvita bright" campaign, which was very successful during its time. In the early '90s all brands in the category provided purely physical benefits like nourishment, energy and growth. It was at this time that Bournvita decided to raise the bar by promising physical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which became an anthem for the brand. In the new millennium, keeping pace with the evolving mindsets of the new age consumers, Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental challenges that nobody else can, resulting in one of the most successful advertising campaigns which is based on 'Real Achievers who have grown up on Bournvita'. Cadbury Worldwide Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. We are currently the world's No.1 confectionery and biscuit company. We are also the world·s second-largest food company with sales in approximately 160 countries. We employ approximately 140,000 people. With an incredible brand portfolio, we contrive to make a delicious difference, today and everyday. Heritage: We have come a long way since J.L Kraft started selling cheese from a horse drawn wagon in 1903. Hard work, imagination and commitment to bring the world its favorite foods has helped us grow into a company that touches more than a billion people in 160 countries. Everyday. One at a time. Our Global Reach y Approximately $50 billion in revenues y 25%+ of global revenue from emerging markets y #1 in global confectionery y #1 in global biscuits y More than 50% of global revenue from snacks and confectionery Our Brand Portfolio y 11 brands with more than $1 billion in revenue y 70+ brands with more than $100 million in revenue y 40+ brands over 100 years old y 80% revenue from #1 share positions . we watch and we learn. our partnerships. We understand their joys and their challenges because we·re consumers too. . our communities and our world. everywhere.Who we are Consumers inspire us. Whether watching your weight or preparing to celebrate. grabbing a quick bite or sitting down to family night. we pour our hearts into creating foods that are wholesome and delicious. We·re constantly looking for fresh ideas to improve our workplace. To make today delicious. What we do We make delicious foods you can feel good about. Our reach We believe we can make a delicious difference. We listen. we begin with our consumers. 000 diverse employees around the world are the reason we succeed . It takes great people to make great brands. so at Kraft Foods: y We inspire trust. y We are open and inclusive.How we behave ² Our Values We understand that actions speak louder than words. We decide. We focus on creating sustainable. y We discuss. y We lead from the head and the heart. How we grow. profitable growth. y We act like owners. And our strategies guide our efforts: y Build a high performing organization y Reframe our categories y Exploit our sales capabilities y Drive down costs « without compromising quality About our people. y We tell it like it is. y We keep it simple. We deliver. Our approximately 140. We collaborate and work as teams to convert products into brands Vision To align with our core purpose.PRODUCT CLASSIFICATION y CHOCOLATE y SNACKS y BEVERAGES y CANDY y GUMS Core Purpose "Working together to create brands people love" captures the spirit of what we are trying to achieve as a business. Cadbury India has defined its Vision as "Life Full of Cadbury and Cadbury Full of Life". . We bring moments of delight to our consumers everyday and every time. Therefore at Cadbury India. Throughout its history. .be it chocolates or snacks or gum. We believe that work and fun can co-exist beautifully. Cadbury Bournvita was launched in year 1948. it's all about work hard. Cadbury Bournvita has continuously re-invented itself in terms of product. play harder!. promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years. we strongly believe that the people who create these products should also have fun while doing so. packaging. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Therefore.Cadbury India will participate in many spaces of consumer life through a cache of product offerings . towns and villages through 3. However. Cadbury Bournvita reaches across hundreds of cities.000 outlets in India. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. that Bournvita enjoys a major presence in the Malt Food market. Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the consumers. children always look out for the tastiest option to make their daily dose of milk more enjoyable. Given its market share of 17%. leveraging the rich chocolate and caramel flavor of Cadbury 5 Star. During the '70s the communication centered on 'Good upbringing' and . Cadbury Bournvita 5 Star Magic. Cadbury now offers two options to capture this appeal: Cadbury Bournvita.The brand has been an enduring symbol of mental and physical health ever since it was launched in 1948.50. It is hardly surprising then. with its popular chocolate taste. and its latest offering. milk solids. which was very successful during its time. Product Details Ingredients: Malt extract. liquid glucose. In the early '90s all brands in the category provided purely physical benefits like nourishment. In the new millennium. In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up right. Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental challenges that nobody else can. Man Ki Shakti Campaign which became an anthem for the brand. permitted emulsifiers. This resulted in the famous Tan Ki Shakti. sugar. vitamins. mineral & salt. sodium bicarbonate. . keeping pace with the evolving mindsets of the new age consumers.Bournvita became an essential building block for childhood. "Goodness that grows with you" was the campaign idea that communicated this thought. energy and growth. Bournvita bright" campaign. It was at this time that Bournvita decided to raise the bar by promising physical and mental benefits. cocoa powder. resulting in one of the most successful advertising campaigns which is based on 'Real Achievers who have grown up on Bournvita'. 2) Provides Vitamin A. Cadbury's . Cadbury now offers two options to capture this appeal: Cadbury Bournvita super charger. Cadbury Bournvita 5 Star Magic. 3) Contains Calcium. with its popular chocolate taste. The brand has sustained because of Cadbury's invested in the brand and also ensured that the brand . Marketing Practices This is a brand that has sustained over time and competition. leveraging the rich chocolate and caramel flavor of Cadbury 5 Star.Bournvita·s nutritional facts: 1) Gives protein. & Thaimin which is very essential for the proper working of our nervous system. 4) It also provides our body with Niacin. pyridoxine. and its latest offering. Iron & Folic Acid. Vitamin C & Vitamin B12. Riboflavin.true to its reputation has managed to sustain this brand over these years. It is targetingone of the biggest consumer groups in India. Marketing practices includes Segmenting strategy Defining the key target audience Positioning Place Promotion Segmenting strategy Cadbury has segmented the market for their flagship product ´Bournvitaµ demographically. It has segmented the market on the bases of age group. it is targeting children aged between 5 to16 yrs of age. Bournvita is a chocolate flavored healthdrink.changed in tune with the times Cadbury brought this product when there was selling concept prevailing and not so much importance given to marketing but it started marketing its product using advertising and promotions. In this segment the children give too much importance to taste and their . Bournvita offered that unique combination of health and taste. Defining key audience . And moreover with all the fringe benefits coming with Bournvita keeps it the most favorite drink of the child and the mom. it tried to solve a perennial problem that mother's face: a need for a healthy food which is tasty. When the brand was introduced in the market. Confidence is something that every kid looks forward to.parents give importance to health and Cadbury has addressed both the things very well. To attract this segment Cadbury has taken many initiatives like Bournvita quiz contest Bournvita confidence academy All India junior badminton tournament ¡ ¡ ¡ Latest focus on confidence is a smart move by the brand. Thus it builds a bridge between mom and the child. children are always looking for the change. When the brand was introduced in the market. Bournvita is a chocolate flavored health drink." 2 Cups of . Brand loyalties are very strong as the key target audience. Bournvita offered that unique combination of health and taste.Most of the promos are targeted at children who coerce their parents into purchasing the brand. Thus it targeted the mothers concern about her child's eating habits and used the 'Nutrition Meter' as an interesting device to communicate the RDA formula . it tried to solve a perennial problem that mother's face: a need for a healthy food which is tasty. brand. 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.Bournvita for Balanced Nutrition". or organization. Bournvita Bright. Positioning In marketing. The brand used the tagline: Goodness that Grows with You. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market. The tagline was changed to: Brought Up Right. The brand also took Energy as a main focus and thus evolved the famous VO (voice over): "Bournvita has . To further target the child section it has offered many freebies and gifts from time to time. In 1970s the brand was positioned as a product that helps in good upbringing. positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product. During 1980's the brand changed its focus from Upbringing to Intelligence. provision stores. The brand used a clever Nutritional meter to communicate the RDA formula: 2 cups of Bournvita for balanced nutrition. Bournvita then changed its positioning on the health platform. Man Ki Shakthi. The brand used an acronym RDA (Recommended Dietary Allowance) to reinforce the health positioning. the brand faced intense competition from Milo from Nestle. the brown health food drink segment was facing issues of stagnation because of lack of value addition. minerals and carbohydratesµ. super markets and all retail stores.proteins. At this time. Promotion . Along came the famous tagline: Tan Ki Shakthi. Bournvita is available in various medical stores. During 1998. Place Cadbury is catering Bournvita to its consumer through out India through its vast distribution channel. setting up competitions with attractive prizes. and personal letters on other methodsµ. arranging demonstrations or exhibitions.´An activity designed to boost the sales of a product or service. It may include an advertising campaign. Promotion is used to move the target market from one phase to another to finally purchase. The objectives that are met by promoting are to move the target market through the following phases: Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase Intention -> Purchase It is believed that consumers cannot skip over a phase. but they need to move through them. telemarketing. advertising and sales . door-to-door calling. increased PR activity. Bournvita has invested heavily in product development. a free-sample campaign. temporary price reductions. offering free gifts or trading stamps. the brand was active with its share of freebies and gifts. Along with packaging changes. In the product development front. Bournvita has always been a heavy spender. In the advertising campaigns. the brand also had come out with a new variant: Bournvita Fivestar Magic. In the sales promotion front also. The association with Cartoon Network enabled this brand to use the famous characters . The new variant has the unique chocolate with caramel flavor of Cadbury's Fivestar. The brand is using the brand association with Five Star as a key differentiator. The FiveStar Magic variant further reinforced this positioning. Bournvita is running two different campaigns for Bournvita: one campaign for the Bournvita Fivestar Magic and another one featuring Bournvita Confidence Academy. Bournvita has used taste as a consistent theme to attract the kids. All these years.promotion. Bournvita had significantly changed its packaging and the latest pack is inspired by Boost. Its arch rival Boost has built itself on the energy platform and recently has gained headway using Sachin. Taglines of Bournvita In early 1990s Cadbury reentered the health drink market with Bournvita.g. They also come up with the scheme of extra Bournvita for the same price. Confidence is something that every kid looks forward to. Bournvita needed to own an important differentiation point. giving free gifts like plastic mugs. Bournvita always comes up with consumer promotion activities from time to time e. chess game or ludo etc. the brand has been able to create an impact in the Target group. Recently they decided to target school children by offering attractive mugs with cartoon characters design on it. the product of . kitchen appliance. Hence to counter Boost. By featuring real whiz kids.like Powerpuff girls and Dexter to the brand's advantage Focus on Confidence is a smart move by Cadbury to promote its brand BOURNVITA. The next big breakthrough happened in 1999 when the brand was re-launched with a new RDA Balanced Formula. It gives the child physical and mental alertness resulting in a healthy body and an active mind. Man ki Shakti'. complete with new packaging and design was re-launched. A loyalty programme. In the 1980-82 years it was 'Goodness that grows with . in the form of a Bournvita Nutrition Centre. Bournvita has a unique taste that combines the goodness of malt and chocolate.essential vitamins and minerals with memorable campaigns based on the 'Tan ki Shakti. dedicated to counseling mothers on her child's daily nutritional needs was opened. In 2001 Bournvita. Cadbury Bournvita has been advertising since the 1970s. In the early years the positioning centred on 'Good upbringing' with Bournvita being an essential building block for children. The brand was relaunched with a completely new identity in 2001. By 1987. It is a contest sponsored by . It was first held in 1972. Bournvita bright'. right nutrition) encouraged consumption. Bournvita Quiz Contest Bournvita Quiz contest or Cadbury Bournvita Quiz Contest is one of the most famous quiz contests in India. it had become the more aggressive 'Brought up right. competition between children was becoming intense and Bournvita was there with its 'Extra energy to stay ahead'. In the last decade of the 20th Century. In the 199295 period 'Shakti har din ke champion ki' (Energy for the everyday champion) was its payoff line. sahi poshan' (Bournvita nutrition. 'Bournvita poshan. In the following year 'Confidence kuch kar dikhane ka' (Confidence to achieve) became the reason to buy. The current Cadbury Bournvita positioning suggests that it contains specific ingredients that augment stamina and concentration in children. In 2000.you'. But later it became a radio and then a television show . . This quiz contest is at present one of the longest running shows in Indian television and is immensely popular among the school kids of India as well as quiz enthusiasts of all ages. The mastermind behind this show is Derek O Brien who conducts this quiz show with great aplomb. Initially it was a quiz contest which was held in the cities across the length and breadth of India. The fact this quiz contest reaches out to a million students to 4.800 schools in India is a testimony to the iconic statue enjoyed by this quiz contest. This show enjoys unparalleled popularity and has made quizzing the nation·s most popular events after one day cricket.Cadbury India. Bournvita Quiz Contest is a respected name amongst the quizzing fraternity of India. Confidence Academy In the current millennium. the brand has moved to the next level. The show which premiered on July 2007 in the Pogo channel is different from the usual reality shows. Bournvita has identified Confidence as its Core Brand Essence. The brand realized that every kid have a chance to excel in his chosen field of Endeavour if he have confidence. Bournvita Confidence Academy is not a School but a reality show. The show features 7 kids who have exceptional talents in various fields like dancing. studies etc. The brand now uses the tagline ´Do you have Bournvita Confidence ". The realization has enabled the brand to chalk out the current marketing strategy. The point is that "You Need Confidence" to venture into unknown fields . So you have a magic whiz kid learning to sing. In the reality show. singing. In the typical laddering up strategy. magic. racing. these kids to act as Gurus and is expected to teach each other skills. the program will showcase seven young prodigies from all across India. He has performed in over 3500 shows) . The programme is scheduled to air on this Sunday prime slot for 13 weeks. Debuting at 12pm Sunday (July 15.So you have the magician singing. The seven selected achievers who have made it to the Academy are: 1. Magician ² Karun Krishnan from Bangalore (Winner of All India Magic Competition Amateur. the BIG CHALLENGE in the Bournvita Confidence Academy will be that part pants will not be rated on the performance of their own skill. These young prodigies excel in their skills and are confident to showcase it. young prodigies· confidence is being put to a whole new challenge on Pogo TV with the launch of an innovative reality show ´Bournvita Confidence Academyµ.In a first of its kind initiative. However. etc. but on the skill that they will learn from their peers! . the racer dancing. 2007). awarded Special Jury Golden Cairo Award in the International film festival in Cairo 2005.2. Go Karter . Rajasthani Folk Singer ² Ashraf Khan from Rajasthan (A National Child Award winner 2004-2005. Her first feature film won best children·s film from the Government of Karnataka Candy House/MithayeMane) 4.Nikhil Kashyap from Bangalore (National Level Go Carting Champion (Junior) 2004. Filmfare awards etc) 6. He has performed at PAKA 04 and 05. 5. Actor ² Aditi R from Bangalore (A film and theatre actor. has acted in more than 15 documentaries.Rhitam Bhattacharya from Kolkatta (comes from a long line of musicians. Dancer (contemporary) ² Kabir Aurora from Mumbai (A dancer with Shiamak's junior dance company. he has performed internationally) 3. Plays in the Maihan Gharana style. Santoor Player . National Titan Grand Prix 2005 Runner Up) . Commenting on the association. as Cadbury Bournvita brings together Young Champs from all over the country for an exciting All India Junior Badminton Tournament being held in Chennai from May 26th -31st. The finals of the championship will held on May 31st. It features players from various states in India who will vie for the top slot in their respective categories.in this age of convergence and competition. Sanjay Purohit. And this famous line once again stands the test of time. The tournament is organized by the Express Shuttle Club and recognized by the Badminton Association of India. 4 pm.7. 2007. Marketing. "Confidence is the first requisite to great undertakings" can't hold more relevance than today . Director. . Academis ² Ameetosri Basu from Kolkatta (Double promoted from class 5 to class 7) Bournvita All India Junior Badminton Championship The old adage. " "We are delighted that Cadbury Bournvita has supported this tournament. "Cadbury Bournvita is among the most loved and trusted brands in the country. All India Junior Badminton Tournament.Cadbury India said. It is hardly surprising then. youngsters have the confidence to take on the world and actualize their innate potential. With the extra physical and mental energy that Bournvita provides. that Bournvita has enjoyed a long association with sports. organizing secretary. We hope that many more corporate emulate Cadbury" Sanjeev Sachdeva. Our association with this tournament aims to recognize and reward champions who through their achievements embody the Bournvita brand values. In the 1980 Moscow Olympics. Cadbury . Cadbury Bournvita has been an enduring symbol of mental and physical health ever since it was launched in 1948. Bournvita was the official health drink for the Indian team. Cadbury Bournvita Jugalbandi Extending its confidence challenge strategy. while Vishal Mangalorekar has directed it. resulting in one of the most successful advertising campaigns which is based on 'Real Achievers who have grown up on Bournvita'. Cadbury Bournvita has launched a new commercial titled ¶Bournvita Folk·. . The TVC showcases an interesting ¶jugalbandi· between talents from a metro and small town. keeping pace with the evolving mindsets of the new age consumers. with ECD Abhijit Avasthi and Creative Director Manoj Shetty having worked on its creative execution. Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental challenges that nobody else can. In the new millennium. O&M is the creative agency behind the TVC. Infiniti Production House has produced the film. we had moved to a testimonial format that depicted real achievers from the ¶Bournvita Confidence Academy· show who have carved out a niche for themselves at a very young age. a folk singer. Over the last two years. Research and initial responses indicate that it has worked very well. a student of Shiamak Davar. Incidentally.µ The TVC features Kabir Arora. Shetty explained. the current TVC is a creative attempt at making the ¶testimonial format· more engaging and exciting for young consumers. ´For more than three years. and is suddenly intervened by Khan who challenges him to dance to the tune of .Speaking on the thought process and the brief given by the client. So. the two boys were also finalists at the ¶Bournvita Confidence Academy· show on Pogo. we have been appropriating ¶confidence· as the benefit derived from Bournvita. The TVC begins with Arora practising his Western dance steps. and Ashraf Khan. The film then flows through an interesting jugalbandi between the two.his folk lyrics and music. . 50 customers 12% 6% yes No Not sure 82% Interpretation:.1 Is Health drink Important for You ? Total . And 12% customers said they are not sure whether the health drinks are important or not for their body.Q. 82% customers said that health drinks are important for their body. .Out of 50. Ques-2 How many times you drink milk in a day? 80% 70% 60% 50% 40% 30% 20% 10% 0% Once Twice More than twice Interpretation:. Means most of the customers drink milk twice a day. .Out of 50 customers 76% said that they drink milk twice a day & 16% said they drink only once in a day. 43(86%) customers preferred to flavored milk& rest 7 (14%) do not prefer flavored milk.Out of 50. .Ques-3 Do you prefer flavored milk? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No Interpretation:. 00% 5.00% 20. 48 customers said that they have heard about Bournvita . And 38 said they have heard about complain & milo heard by 35 customers & Maltova by 17 customers only.Ques-4 Which malt beverage brand you have already heard about? 25.00% 10.00% 0. Out of 50. .00% 15.Horlicks & Boost.00% Bournvita Horlicks Complan Boost Maltova Milo Interpretation:-When this Question asked from the customers. but only 12 customers have tried maltova. .Ques-6 Which brand you have already tried? 50 45 40 35 30 25 20 15 10 5 0 Bournvita Complan Horlicks Milo Boost Maltova Interpretation:.In this question 42 customers said they have already tried Bournvita.38 said they have tried Complan. in this Question 38% Customers said they are using Bournvita. 6% for Milo. . 10% for Complan. 12% for Boost & Only 2% for Maltova.Ques-7 Which brand you are currently using? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 10% 0% Bournvita Horlicks Complan Boost maltova 12% 2% 38% 36% Interpretation:. 32% answer for Horlicks. . 40% said they have switched Because of flavor.Ques-8 What are the reasons to switch over to another brand? 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Series 3 Series 2 Series 1 Interpretation:- In this Question 16% Customers said they have switched to other brand Because of price. 28% answered for Advertisements. 4% answered in favour of availability & Packaging. 8% answered for Nutrition . Ques-9 Why do you like Bournvita? 60% 50% 40% 30% 20% 10% 0% Taste Price Availability Quality Packaging Nutresions Interpretation:- In this Question 24% Customers said they like Bournvita because of its taste . 4% Customers said they like Bournvita because of its easy availability. 8% Customers said they like Bournvita because of its Healthy Nutrition . 4% Customers said they like Bournvita because of its attractive Packaging. 8% Customers said they like Bournvirta because of its low price. 52% Customers said they like Bournvita because of its superior quality. In this Question 30 customers said their kids influence them to buy the particular brand. But only 3 customers are buying according to the retailers.Q. and 12 customers said they purchase according to their choice. .10 Who is the decision influencer ? Sales 5 3 kids 12 30 your self Retailers Reference groups Interpretation:. Ques-11 Do Bournvita·s advertisements attract you? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No Series 1 Series 2 Series 3 Interpretation:- In this question 84% customers said that advertisements of Bournvita attract them & influence them to purchase & 16% said that advertisements of Bournvita failed to attract them. . 26 customers said brand name is the most important factor for them. .Ques-12 What are the factors which influence you the most while purchasing health drink? 50 45 40 35 30 25 20 15 10 5 0 8 18 32 26 22 37 + Interpretation:. 22 customers said nutrition is the most important factor for them. 32 customers said price is the most important factor for them. 8 customers said there are some other factors which are most important for them. 18 customers said Advertisement is the most important factor for them.In this question 37 customers said taste is the most important factor for them. will you swift to Bournvita? 80 70 60 50 40 30 20 10 0 Yes No Interpretation: in this question 80% of the customers said they are ready to shift to Bournvita if Bournvita will give all the values given by other brands to them. but rest 20% are not willing to change their brand .Ques-13 If Bournvita provides you all such values that offers by other brands .s .