Bournvita

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Economic Environment of Business (EEB)
Term Project
on
“Positioning of Cadbury’s Bournvita”

Submitted To:
Dr. Chinmaya Kulshrestha
Professor Marketing
MDI, Gurgaon

Submitted By:
Group 1
Aditya Sharma 12PGHR07
Chumki Banerjee 12PGHR21
Garima Chib                         12PGHR24 Lovish Malhotra               12PGHR32
Nilansh Verma                12PGHR38
Ravin Khanted 12PGHR44
Syed Hanzala Rahman         12PGHR52

Table of Contents

Product: Bournvita2
Justification and Significance:3
The Health Drink market is not seasonal.3
Diverse Target Market3
Strong Prospective Advertisement3
Selling a lifestyle, not a drink3
Packaging of the Product4
SWOT ANALYSIS6
Strengths6
Big brand visibility:6
Strong advertising:7
Excellent Reach and Distribution:8
Continuously re-inventing itself:8
Flavour Options8
Weakness9
Food products have a limited shelf life:9
Doesn't mix well with cold milk9
Opportunity10
Untapped rural markets:10
Better product packaging:10
Better preservation Techniques:10
Threats11
More chocolate based milk drinks in market:11
Children prefer more flavours like strawberry, rose milk:11 What is Positioning........................................................................................................................13 Competition.........................................................................................................................................16 Competition Analysis..................................................................................................................................18 Packaging.............................................................................................................................................19 Promotion.............................................................................................................................................23

Promotion through the years...........................................................................................................24 Promotion in retail stores................................................................................................................29 Other promotional activities to support the Positioning.................................................................30

Bournvita Confidence Academy.....................................................................................................31 Interschool quiz and confidence challenge.....................................................................................31 Breakthrough Campaign.................................................................................................................33 Research Hypothesis.......................................................................................................................37 2 min survey: Bournvita.38

Responses………………………………………………………………………………………………………………………………………….41 Conclusion………………………………………………………………………………………………………………………………..……..46
Limitations47
References47

EXECUTIVE SUMMARY
Name of the Company: Cadbury (Subsidiary of Kraft Foods)
Product: Bournvita
Objective: To study the positioning of Cadbury’s Bournvita in India. Product:
Cadbury India Ltd launched Cadbury Bournvita, a chocolate health drink in 1947 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 its brown in colour & Vita because it has lots of vitamins. If I were to ask you all a simple question like what is Cadbury Bournvita. I am sure you would say Woh powder jo mummy doodh mein milati hai. But thats not what Bournvita is all about. Its a nutritional drink which acts as a dietary supplement providing nourishment along with...
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