In the current millennium, the brand has moved to the next level.

In the typical
laddering Up strategy,
Bournvita has identified Confidence as its Core Brand Essence. The brand realize
d that every kid have a
chance to excel in his chosen field of endeavour if he have confidence . The rea
lization has enabled the
brand to chalk out the current marketing strategy. The brand now uses the taglin
e " 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, adve
rtising 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 h
ad comeout with a new
variant : Bournvita Fivestar Magic. The new variant has the unique chocolate wit
h caramel flavor of
Cadbury's Fivestar. The brand is using the brand association with Five Star as a
key differentiator.
All these years, Bournvita has used taste as a consistent theme to attract the k
ids. The Five Star Magic
variant further reinforced this positioning.
In the advertising campaigns, Bournvita has always been a heavy spender. When I
am writing this post,
Bournvita is running two different campaigns for Bournvita : one campaign for th
e Bournvita Fivestar
Magic and another one featuring Bournvita Confidence Academy.
Bournvita Confidence Academy is not a School but a reality show. The show which
premiered
on July 2007 in the Pogo channel is different from the usual reality shows . The
show features 7
kids who have exceptional talents in various fields like dancing, racing, singin
g, magic, studies
etc. In the reality show , these kids to act as Gurus and is expected to teach e
ach other skills . So
you have a magic whizkid learning to sing. The point is that "You Need Confidenc
e" to venture
into unknown fields.
Bournvita Confidence Academy is not the first event that this brand associates w
ith. 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 freeb
ies and gifts . The
association with Cartoon Network enabled this brand to use the famous characters
like
Powerpuff 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 head
way using Sachin.
Hence to counter Boost, Bournvita needed to own an important differentiation poi
nt. Confidence
is something that every kid look forward to. By featuring real whiz kids , the b
rand has been able
to create an impact in the TG. But the challenge that Bournvita faces is not fro
m 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 h
appy whether the kids drink either of these
brand loyalty has become a thing of past in this segment. Source : Cadbury websi
te, agencyfaqs.com

Segmenting strategy
Cadbury has segmented the market for their flagship product ³Bournvita´
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 b
iggest
consumer groups in India. Bournvita is a chocolate flavored health drink. In thi
s
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 i
t
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 ³Bournvita´ 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
flavored 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. And
moreover with all the fringe benefits coming
Brown Beverages Market
Brand
Share
Bournvita
47%
Boost
30%
Milo
10%
Maltova
8%
Others
5%
Defining key audience
Most of the promos are targeted at children who coerce 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 flavored
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' a
s 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 fre
ebies
and gifts from time to time

Positioning
In marketing, 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,
brand, or organization. It is the 'relative competitive comparison' their produc
t
occupies in a given market as perceived by the target market.
In 1970s the brand was positioned as a product that helps in good upbringing. Th
e
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 thus changed its focus on Body and Min
d.
The brand also took
Energy as a main focus and thus evolved the famous VO (voice over): "Bournvita
has proteins, minerals and carbohydrates´. Along came the famous tagline: Tan Ki
Shakthi, Man Ki Shakthi. 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 i
ts
positioning on the health platform. The brand used an acronym 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.
Place
Cadbury is catering Bournvita to its consumer through out India through its vast
distribution channel.
Bournvita is available in various medical stores, provision stores, super market
s and all retail stores.

Promotion
³An activity designed to boost the sales of a product or service. It may include a
n
advertising campaign, increased PR activity, a free-sample campaign, offering fr
ee
gifts or trading stamps, arranging demonstrations or exhibitions, setting up
competitions with attractive prizes, temporary price reductions, door-to-door
calling, telemarketing, and personal letters on other methods´.
The objectives that are met by promoting are to move the target market through t
he
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 th
rough them.
Promotion is used to move the target market from one phase to another to finally
 purchase.
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 flavor of Cadbury's
Fivestar. The brand is using the brand association with Five Star as a key
differentiator. All these years, Bournvita has used taste as a consistent theme
to
attract the kids. The FiveStar Magic variant further reinforced this positioning
. In
the advertising campaigns, Bournvita has always been a heavy spender. Bournvita
is running two different campaigns for Bournvita: one campaign for the Bournvita
Fivestar Magic and another one featuring Bournvita Confidence Academy.
In the sales promotion front also, the brand was active with its share of freebi
es and gifts.
The association with Cartoon Network enabled this brand to use the famous charac
ters like Powerpuff girls and Dexter
to the brand's advantage Focus on Confidence is a smart move by Cadbury to promo
te its brand
BOURNVITA.
Its arch rival Boost has built itself on the energy platform and recently has ga
ined
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 im
pact
in the Target group.
Bournvita always comes up with consumer promotion activities from time to time
e.g. giving free gifts like plastic mugs, kitchen appliance, chess game or ludo
etc.
Recently they decided to target school children by offering attractive mugs with
cartoon characters design on it. They also come up with the scheme of extra
Bournvita for the same price.