HISTORY Cadbury 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 re-invented 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.
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HISTORY
Cadbury 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 re-
invented 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
Approximately $50 billion in revenues
25%+ of global revenue from emerging markets
#1 in global confectionery
#1 in global biscuits
More than 50% of global revenue from snacks and
confectionery
Our Brand Portfolio
11 brands with more than $1 billion in revenue
70+ brands with more than $100 million in revenue
40+ brands over 100 years old
80% revenue from #1 share positions
Who we are
Consumers inspire us.
To make today delicious, we begin with our consumers.
We listen, we watch and we learn.
We understand their joys and their challenges because we’re
consumers too.
What we do
We make delicious foods you can feel good about.
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.
Our reach
We believe we can make a delicious difference, everywhere.
We’re constantly looking for fresh ideas to improve our
workplace, our partnerships, our communities and our world.
How we behave – Our Values
We understand that actions speak louder than words, so at Kraft
Foods:
We inspire trust.
We act like owners.
We keep it simple.
We are open and inclusive.
We tell it like it is.
We lead from the head and the heart.
We discuss. We decide. We deliver.
How we grow.
We focus on creating sustainable, profitable growth. And our
strategies guide our efforts:
Build a high performing organization
Reframe our categories
Exploit our sales capabilities
Drive down costs … without compromising quality
About our people.
It takes great people to make great brands. Our approximately
140,000 diverse employees around the world are the reason we
succeed
PRODUCT CLASSIFICATION
CHOCOLATE
SNACKS
BEVERAGES
CANDY
GUMS
Core Purpose
"Working together to create brands people
love" captures the spirit of what we are trying to
achieve as a business. We collaborate and work as
teams to convert products into brands
Vision
To align with our core purpose, Cadbury India
has defined its Vision as "Life Full of Cadbury and
Cadbury Full of Life".
Cadbury India will participate in many spaces of consumer life
through a cache of
product offerings - be it chocolates or snacks or gum.
We believe that work and fun can co-exist beautifully. Therefore
at Cadbury
India, it's all about work hard, play harder!. We bring moments of
delight to our
consumers everyday and every time. Therefore, we strongly
believe that the people
who create these products should also have fun while doing so.
Cadbury Bournvita was launched in year
1948. 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 its history, Cadbury Bournvita has
continuously re-invented 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 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 flavor 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
Interpretation:- In this Question 24% Customers said they like
Bournvita because of its taste , 8% Customers said they like
Bournvirta because of its low price, 4% Customers said they like
Bournvita because of its easy availability, 52% Customers said
they like Bournvita because of its superior quality, 4% Customers
said they like Bournvita because of its attractive Packaging, 8%
Customers said they like Bournvita because of its Healthy
Nutrition
Q.10 Who is the decision influencer ?
30
12
35
Sales
kids your selfRetailersReference groups
Interpretation:- In this Question 30 customers said their kids
influence them to buy the particular brand, and 12 customers said
they purchase according to their choice. But only 3 customers are
buying according to the retailers.
Ques-11 Do Bournvita’s advertisements attract you?
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Series 1Series 2Series 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.
Ques-12 What are the factors which influence you the most while purchasing health drink?
Price Advertisement Taste Brand Name Nutresions Others0
5
10
15
20
25
30
35
40
45
50
32
18
37
26
22
8
+
Interpretation:- In this question 37 customers said taste is the most important factor for them, 32 customers said price is the most important factor for them, 26 customers said brand name is the most important factor for them, 22 customers said nutrition is the most important factor for them, 18 customers said Advertisement is the most important factor for them, 8 customers said there are some other factors which are most important for them.
Ques-13 If Bournvita provides you all such values that offers by other brands , will you swift to Bournvita?
Yes No0
10
20
30
40
50
60
70
80
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 .s