Bournvita, previously called Bourn-vita, is the name of a band of malted and chocolate malt drink maxes sold in Europeand North America, as well as India, Nigeria, Ghana, South Africa, Benin and Togo, and manufactured by Cadbury. Bornvita was discontinued in the UK market in 2008. The nutritional drink or the health drink industry has been marked by competition from various companies in the past few years. The health drink manufacturers in India have tried to retain their brand image by improving their product quality & by meeting consumer’s expectation. Bournvita has a unique taste which combines the goodness of malt and chocolate. It gives the child physical and mental alertness and resulting ina healthy body and an active mind. In turn this gives the child the confidence to succeed in life. In 2001 Bournvita, complete with new packaging and design was re-launched. It had many firsts. Bournvita introduced a pet jar (shifting from the old glass bottle). It introduced shrink-sleeved packaging (from the old jar labels). There was a complete re-design of the logo. A loyalty programme, in the form of a Bounrvita Nutrition Centre, deticated to counselling mothers on her child’s daily nutritional needs was opended. It was Bournvita’s way of showing it cared. The core of values og the brand have been mental aletness and physical fitness for children who consume Bournvita daily. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings in the comsumers mind. Normally, price is the most important element in deciding the fate of any product. While purchasing any health drinks however, a housewife or a mother who is the ultimate buyer gives price secondary importance. She will carefully study the taste & nutritive values in the health drinks. I agree that Bournvita is one of the most expensive health drinks in the market (BDT.165 for 500gms) but still due to its good taste & great nutritive values it has...
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