1 Praxis Business School Integrated Marketing Communication on Bournvita A report Submitted to Prof. D.P. Ghosh In partial fulfilment of the requirements of the course Integrated Marketing Communication On 21st December, 2011 By DeepikaAgrawal B10007 NishantKhattwani B10013 PrateekChoudhuri B10015 SushmitaAgrawal B10035
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Praxis Business School
Integrated Marketing Communication on Bournvita
A report
Submitted to
Prof. D.P. Ghosh
In partial fulfilment of the requirements of the course
Starting from 1948, when it first set its foot on the Indian Shores, Cadbury Bournvita had a
lustrous journey through the times, and emerged as a market leader in the brown health
drink segment with a market share of 15%, as per a recent business standard survey.
Communication, as we all know, has always been the integral part of any marketing activity
and brand Bournvita has also resorted to a plethora integrated marketing communicational
techniques over the time, through which it has made its ground, positioned and
repositioned itself to become more relevant with time and withstand competition and
emerge with flying colours. In this report, we have tried to find out how Bournvita used
integrated marketing communications for brand building and personality development and
tried to assess the consumer’s degree of brand loyalty towards Bournvita and to find out
what other factors apart from IMC have played their part in generating the loyalty. In doing
so, we went through both primary and secondary research procedure, to find how the
brand has moved from “good” upbringing” to “intelligence” to “overall health” bundled with
the rich chocolate taste which has been at the top of the palette for its consumers, their
segmentation strategies, their targeted audience and the mix of the 4Ps of marketing.
Through laddering exercise we tried found out what a consumer looks at whilst buying a
health drink wherein parameters like “tastes good with milk”, flavour, nutritive value etc
come into play. A survey was conducted order to find out the extent of these parameters
playing their part in the purchase, the preference of mind ,the awareness about the brand,
from tagline identification to knowledge about their promotional activities, loyalty and
effect of the ‘P’s. The results revealed that Bournvita scores highest in preference and
loyalty with the individual’s opinion gaining the supreme whilst buying this drink which
scores highest in taste but scores a second to its closest competitor Horlicks on attributes
like being nutritious and being a food supplement. Bournvita also lags in case of tagline
identification to boost and Milo. Same holds for packaging identification as well. Bournvita
seem to have been addressing these issues through their communicational strategies
wherein they are now talking about their nutritional benefits like having “Vitamin D” and
improving on their packaging. On the personality front, Bournvita comes out to be a reliable
brand which is focussed and confident as well and this goes well with Bournvita emphasizing
on having “Bournvita confidence”.Considering the findings, Bournvita seem to need a brand
ambassador for easier recall, coupled with reinforcing advertisements emphasizing on the
nutritional benefits (can do it by showing researchers and doctors) with special emphasis on
R&D so as to improve its perception on nutrition. Additionally they also need to consider the
idea of having something for the “freebie” loving consumer and gaining the ability of ready
consumption without milk, like that of its closest competitors.
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Table of Contents
Bournvita- A Power Brand
History
Events and Activities
Segmentation Strategy
Defining Key Audience
Product
Price
Place
Promotion
Packaging
SWOT Analysis
4 5 5 6 6 7 7 7 7 8
Methodology 9
Presentation of findings and conclusion for laddering
method
10
Analysis of findings and interpretation 11-18
Recommendations 19
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Bournvita – A Power Brand
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 in 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 for its best nutritive values, combined with great taste to aid growth and all round development and at the same time alluring to the palette. In this context it may be meaningful to mention that throughout its history, it can be seen that Cadbury Bournvita has continuously evolved itself in terms of product, packaging, promotion and distribution. The Cadbury pedigree and rich brand legacy has helped the brand maintain its headship position and image over the last 50 years.
The brand is a market leader in the Brown health drink segment with a market share of over 15% according to Business Standard which is an indicator to the fact that Cadbury's - true to its reputation has managed to sustain this brand over years. The brand has sustained because of Cadbury's investment in the brand and also ensuring that the brand changed in with times.
Bournvita is a chocolate flavoured health drink. When the brand was introduced in the market, it tried to solve a perpetual problem that mother's face: a need for a healthy food which is tasty. Bournvita offered that unique combination of health and taste.
It is also interesting to see how this brand has evolved over these years.
Positioning and repositioning through taglines:
In 1970s the brand was positioned as a product that helps in good upbringing. The brand used the tagline: Goodness that Grows with You.
During 1980's the brand changed its focus from Upbringing to Intelligence. The tagline was changed to: Brought up Right, Bournvita Bright.
In 1990's the brand felt that it should be focusing on the overall health of the kid and thus changed its focus on Body and Mind with the famous tagline: Tan Ki Shakti, Man Ki Shakti.
During 1998, the brand faced intense competition from Milo from Nestle. At this time, the brown health food drink segment was facing issues of stagnation because of lack of value addition. Bournvita then changed its positioning on the health platform. The brand used amarconym RDA (Recommended Dietary Allowance) to reinforce the health positioning. The brand used a clever Nutritional meter to communicate the RDA formula: 2 cups of Bournvita for balanced nutrition.
The brand also set up a Bournvita Nutritional Centre where nutrition experts recommended the right RDA percentage to kids. The brand at that time used the cricketer Ajay Jadeja to endorse the brand. The brand also harped on the taste and used the tagline "No Bournvita No Milk” to reinforce the taste attribute.
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The brand over the years realized that every kid have a chance to excel in his chosen field of endeavour if he have confidence. The brand now uses the tagline "Do you have Bournvita Confidence ".
In the Brown beverages segment, Bournvita faces intense competition from Boost. In order to defend the leadership position, Bournvita has invested heavily in product development, advertising and sales promotion. In the product development front, Bournvita had significantly changed its packaging and the latest pack is inspired by Boost. Along with packaging changes, the brand also had come out with a new variant: Bournvita Fivestar Magic. The new variant has the unique chocolate with caramel flavour of Cadbury's Five star. The brand is using the brand association with Five Star as a key differentiator.
Events and activities
Bournvita Confidence Academy is not a School but a reality show. The show was premiered
on July 2007 in the Pogo channel, is different from the usual reality shows. The show
features kids who have exceptional talents in various fields like dancing, racing, singing,
magic, studies etc. In the reality show, these kids act as Gurus and are expected to teach
each other skills. So you have a magic whiz kid learning to sing. The point is that "You Need
Confidence" to venture into unknown fields. Bournvita
Confidence Academy is not the first event that this brand
associates with. Bournvita Quiz is the longest running quiz
show in Indian Television.
In the sales promotion front also, the brand was active with its
share of freebies and gifts. The association with Cartoon
Network enabled this brand to use the famous characters like
Power-puff girls and Dexter to the brand's advantage. As a marketer, I feel that the latest
focus on Confidence is a smart move by the brand. Its arch rival Boost has built itself on the
energy platform and recently has gained headway using Sachin. Hence to counter Boost,
Bournvita needed to own an important differentiation point. Confidence is something that
every kid looks forward to. By featuring real whiz kids, the brand has been able to create an
impact in the TG. But the challenge that Bournvita faces is not from Boost but from the
Consumer Promotion trap that both these brands have fallen into. Now most of the sales
are decided by the promotional gifts and freebies than the actual efficacy. Since mothers are
happy whether the kids drink either of these, brand loyalty has become a thing of past in
this segment.
Segmentation strategy
Cadbury has segmented the market for their flagship product Bournvita ´demographically. It
has segmented the market on the bases of age group; it is targeting children aged between
5 to 16 yrs. of age. It is targeting one of the biggest consumer groups in India. Bournvita is a
chocolate flavoured health drink. In this segment the children give too much importance to
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taste and their parents give importance to health and Cadbury has addressed both the
things very well. Thus it builds a bridge between mom and the child. And moreover with all
the fringe benefits coming Segmenting strategy Cadbury has segmented the market for their
flagship product Bournvita´ demographically. It has segmented the market on the basis of
age group; it is targeting children aged between 5 to 16 yrs. of age. It is targeting one of the
biggest consumer groups in India. Bournvita is a chocolate flavoured health drink. In this
segment the children give too much importance to taste and their parents give importance
to health and Cadbury has addressed both the things very well. Thus it builds a bridge
between mom and the child.
Defining key audience
Most of the promos are targeted at children who compel their parents into purchasing the
brand. Brand loyalties are very strong as the key target audience; children are always
looking for the change. Bournvita is a chocolate flavoured health drink. When the brand was
introduced in the market, it tried to solve a perennial problem that mother's face: a need for
a healthy food which is tasty. Bournvita offered that unique combination of health and
taste. 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 - "2 Cups of
Bournvita for Balanced Nutrition". To further target the child section it has offered many
freebies and gifts from time to time.
Product:
Cadbury India Ltd launched Cadbury Bournvita, a chocolate health drink in 1948 in India. But
even before launching its new health product in the Indian market, Bournvita was one of the
most loved chocolate drinks around the world. Bournvita is a combination of 2 words,
Brown & Vita. Brown because it is brown in colour & Vita because it has lots of vitamins. It is
a nutritional drink which acts as a dietary supplement providing nourishment along with
good taste & flavours. For today’s kids who detest milk in its pure state unless flavoured,
this is an ideal drink. It has its own unique flavour, and the taste is rich and full-bodied.