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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

Integrated Marketing Communication

On 21st December, 2011

By

DeepikaAgrawal B10007

NishantKhattwani B10013

PrateekChoudhuri B10015

SushmitaAgrawal B10035

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Executive Summary

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.

Ingredients: Malt extracts, sugar, cocoa powder, milk solids, liquid glucose, vitamins,

Bourn Vitas nutritional facts:

1) Gives protein.

2) Provides Vitamin A, Vitamin C & Vitamin B12.

3) Contains Calcium, Iron & Folic Acid.

4) It also provides our body with Niacin, pyridoxine, Riboflavin, & Thiamin which is very

essential for the proper working of our nervous system.

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Price

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. Bournvita being one of the most expensive health drinks in the market

(Rs.101 for 500gms), but still due to its good taste & great nutritive values it has captured

the majority of the market.

Place

The distribution pattern followed by Cadburys Bournvita is more or less same as the

traditional channel of distribution. The company has a total consumer base of over 65mn.

Besides use of IT to improve distribution logistics, Cadbury is also attempting to improve

distribution quality. To address the issues of product stability, it has installed coolers at

several outlets. This helps in maintaining consumption in summer, when sales usually dip

due to the fact that the heat affects product quality and thereby off take.

Promotion

Bournvita always comes up with consumer promotion activities from time to time e.g. giving

free gifts like plastic mugs, chess game or ludo etc. They also come up with the scheme of

extra Bournvita for the same price. The ads had very cleverly promoted this drink for

intelligent school kids through organizing the famous Bournvita Quiz Contest between

different schools. This was a fantastic gimmick on television, which had caught on so well,

that even adults would spare some time to watch it without fail. The Quiz Master Derek

O’Brian was loved by all, the young and the old alike. This Advertising concept was so

successful, that they even came out with the Bournvita General Knowledge Book (a mini

encyclopaedia). Cartoon Network and Cadbury India has announced a one-year promotional

license agreement. Bournvita positions itself as a healthy and nutritious drink for kids. The

first promotion is the Toon Mug offer. A 500 gram Bournvita pack comes with a mug

featuring some of the best loved Cartoon Network characters. Toon buffs get a choice of

over six toon mugs including The Power puff Girls, The Flintstones, Scooby-Doo, Johnny

Bravo, Dexter and Tom & Jerry. The Bournvita promotion is being supported by television

commercials and in-store advertising.

Packaging

Earlier packaging was not given the kind of importance to what it is gaining now. Marketers

have now realized the importance of packaging in today’s competitive market. Hence they

are concentrating on various aspect of packing such as the colour, material used to make

the package & cost. They use glass jars for packaging which do not allow moisture to get in

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the product and also increases its shelf life. They have also introduced the refill packs so

there was no problem of buying Jars every now & then. They have also worked upon the

colour which is now Red & Purple against the old one Brown & Yellow because kids love

bright colours.

SWOT Analysis

Strengths

*Very strong brand equity in India.

*Backed by the brand Cadbury .

*Big brand visibility.

*Largest market share in brown malted drinks (15% acc. To Business Standard).

*A very strong research team

Weakness

*Lack of penetration in rural market of India .

*Bournvita is considered to be a high priced brand when compared to other malted drinks.

*Bournvita is perceived to be having less nutritional value as compared to its closest competitors.

Opportunities

*Expansion into every part of the country mainly rural part of the country.

*Bournvita can leverage its product name with brand Cadbury .

*Expansion to white malted drinks.

*Having a wider reach by tapping other media sources.

*Opportunities for line extension, for example: the “nutribar” category.

Threats

*Cut throat competition from Nestle, Amul, Horlicks who strives for market leadership.

*Large variety of flavours introduced by other brands.

*Frequent repositioning might result in the consumer not getting the desired message.

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Methodology

Research Type-The research will include two legs, namely primary research and

secondary research, the detailed procedure to be followed is as below:

Primary Research: The primary research will be carried out in adherence to this framework

and will have a qualitative research component and a quantitative research component. The

qualitative research will involve “laddering “and for quantitative research a questionnaire

has been designed.

Secondary research: Searching the internet and consulting literature and other articles pertaining to

these contexts:

Communication platforms used and their effectiveness

Positioning strategies

Emerging opportunities/ challenges

Future predictions for the brand

Sample Selection- To collect the primary data, a questionnaire was made and a survey

was done both through a personal interview and through surveying through emails.

Tools Used For Data Analysis-The tools which we used for the analysis are:-

• Bar charts

• Pie charts

• Laddering process

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Presentation of findings and conclusion for laddering method

The responses were received from the respondents was analysed to form an A-C-V chain

where A stands for attributes C stands for consequences and V stands for values. The ACV’S

are organized in the following table where similar values, attributes and consequences have

been grouped together. They help us in understanding the factors considered before buying

a health drink and consumers perception about Bournvita.

Attributes Consequences Values

1. Good with milk 2. Tasty 3. nutritious

1. Satisfies Taste buds 2. Improves health 3. Improves fitness

1. Improves quality of life 2. Helps in achieving

success 3. Stay happy

Bournvita

Good

with

milk

Nutritiou

s Tasty

Satisfies

Taste

buds

Improves

Health

Improve

s Fitness

Improves

Quality of

life

Improves

Performa

nce

Helps in

achieving

success

Stay

Happy

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Analysis of findings and interpretation:

Which health drink do you prefer buying?

This question was asked to find out the preference of mind of the consumers whilst

choosing their health drink and was aimed to find out the preference share of Bournvita Vis

a vis its 4 competitors (viz Horlicks, Milo, Boost and Complan) which we have chosen for our

analysis.

From the response we collected from our survey, and after plotting them into the pie chart,

it can be seen that out of the total sample size of 80, a major chunk of 49% has indicated

Bournvita as their preferred drink, followed by Horlicks at a significant 30% preference.

Complan, Milo and Boost end up with getting a 12%, 5% and 4% respectively. This is a clear

indicator that majority of the sample prefers Bournvita as compared to other health drinks.

The next few questions are aimed to

unearth the reasons for the consumer

buying a health drink, what attributes

play a major role in this decisive

process and who is the prime

influencer for this decision process

which will in turn help us to

understand what are the factors and

attributes that have been used by

Bournvita to leverage its

communication effectively and how

does it fares in the process. The

questions and their respective responses are as follows:

Percentage points of buying pattern Reasons for buying health drinks

In the question of reasons for buying a health drink, we find out that the option of “Tastes

good with milk “ generates the highest amount of response at 52, and Nutrition clocks 46

responses . peer recommendations, freebies and Doctors recommendation have generated

46 52

4 6 4 0

102030405060

80 84.75 76.25 64.25 67.5

55.75

020406080

100

49%

30%

5% 4%

12%

Health Drink Preference

Bournvita Horlicks Milo Boost Complan

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really low responses and thus indicates to the fact that taste and nutrition are the two prime

attributes that need to be addressed to affect the consumer buying decission. To make

things more clear we asked this question “Rate the factors from 1-5 (1 being the lowest and

5 being the highest)you look for before buying a health drink” whereby we calculated

percentage points to find out how the buying pattern is dependent on these factors and

which of them plays the key role,with nutrition left out of the options this time. Herein we

also find that taste has got the highest percentage points of 84.75 followed by Flavour at 80

and the brand at 76. Availibility ,price and scheme follow the suite respectively. Hence this

again strengthens the fact that taste and flavour does play the key role and nutrition, which

are thus the prime areas to be addressed whilst communicating about the brand. Bournvita

has been going right in this track since it is well known for its rich chocolate taste and at the

same time it had talked about its nutritive values like “DHA and off late, vitamin D. Now in

the context of who influences the buying decission, we find from out graph that an

individuals decision plays the most significant part (58 responses)followed by Family and

Doctors opinion which points towards the fact that Bournvita should try to appeal to an

individual’s taste and beliefs about the product and communicate accordingly, and it has hit

this trump card as well,because many a times it has talked about the confidence

In order to have an idea about the Loyality towards the brand, and to what extent bournvita

has leveraged the weapons from its arsenal of communication strategies, it is necessary to

find out the consumers loyality towards the brand and hence we asked the following

questions about the last purchase and the last 5 purchases. The results are as follows:

Herein it is seen that for 46% of our sample size Bournvita is the last purchased brand

followed by horlicks at 35%

46%

35%

3% 8%

5% 1%

1%

1%

Last Brand Purchased

Bournvita

Horlicks

Milo

Complan

Boost

Cadbury's delight

Protien X

None

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Even in case of last 5 purchased

brand, the position of Bournvita is

almost the same with 46% accounting

for the past 5 purchases and thus

fairly indicating towards the fact that

the Bournvita has a fair share of loyal

consumers at its disposal which is

certaily a beneficiary for the brand

and shows its success it connecting to

tis consumers and gaining their share

of loyality.

Perhaps in case of communication, brand awareness plays the pivotal role,and in this

context we tried to identify the awareness and the efficiency of communication of Bournvita

amongst its consumers. For this, we asked questions like Identifying the tagline, Identifying

the packaging and asking about their popular promotional campaigns to as to get the idea

from the response generated.

The first question in this purview was to identify the tagline of Bournvita and its

competitors, to check for the brand awareness and recall. The outcome is as follows :

Herein we can see that Complan has got the highest tagline identification with 91.5%

respondents identifying,and closely followed by Boost at 88% wherein for Bournvita it is a

humble 70%.This can be because of nthe fact that whilst Complan and Boost uses their

name into their taglines, ensuring seamless recalls, wherein in case of Bournvita, they have

changed their taglines and respective positioning quite a number of times and thus resulting

in low recall of particular taglines.

Packaging also holds a major key in product identification and recall and last but not the

least, , communication from the brand.hence herein we blurred the names in the respective

packages and asked our respondents to dientify the product. The responses are as below.

0

20

40

60

80

Horlicks Bournvita Boost Milo Complan

82.5%

70%

88%

57.5%

91.5%

Identify Taglines

47%

33%

5% 8%

5% 1% 1%

Last 5 Purchased Brands

Bournvita

Horlicks

Milo

Complan

Boost

Cadbury's delight

Protien X

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Herein we can see that Horlicks and Boost rules the roost with almost 87.5% and 83.75% of

the respondents identifying Horlicks and Boost respectively, herein also Bournvita comes

third with 82.5% of the respondents identifying Bournvita.

From the results it seems that the identification for that of Horlicks and Boost are high but

Bournvita is also on a constant vigil to evolve with times and has taken drastic efforts in

modifying their packaging to fine tune it with consumer insights so as to convey the

message more Aptly. With the recent changes in packaging, they have tried to deliver an

essence of the positivity, optimism and enthusiasm in lieu of their tagline of “tann ki shakti,

man ki shakti” wherein they try to encode this throught their new change in packaging and

emphasizing on its power of value addition to milk. So from this it can be concluded that

inspite of a comparatively low recall in packaging, Bournvita is trying to catch up ,resonating

with what consumers think about them, what they like to convey,and last but not the least,

a significant improvement in packaging by making it more air tight and ergonomic.

The third question in this context was asking the consumers whether they are aware of the

various campaigns of Bournvita like that of the popular TV shows like Just Dance, Lil’

Champs and perhaps the most talked of them all, The Bournvita Quiz contests (BQC)and the

Bournvita Confidence academy(BCA).The results are as follows:

83.75% 82.50%

73.75%

80%

87.50%

65.00%

70.00%

75.00%

80.00%

85.00%

90.00%

Boost Bournvita Milo Complan Horlicks

Brand Packaging

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Herein we can see that out of our 80 respondents, 66 of them are aware of the Bournvita

Quiz Contest but only 48 of them are aware of Bournvita Confidence Academy. The reasons

for these results can be attributed to the fact that Bournvita quiz contests are a well-known

phenomenon in schools which craved in a fair share of mind (Thanks to its host Mr. Derek

O’Brian as well). Bournvita confidence academy has a lower recall, and Bournvita has been

stressing this point for quite some time through its “confidence” proposition which it has

taken up as its Core Brand Essence spreading the message that every kid have a chance to

excel in his chosen field of endeavour if he have confidence which essentially has been

translated into their tagline of " Do you have Bournvita Confidence” and quite a plethora of

their video advertisements have been bearing this fact, be it the case of “horse riding” or

“the confidence needed for studying before the exams” .hence Bournvita seem to be

needing some more reinforcements to strengthen this proposition ,as evident from the

survey results.

Lastly the respondents were asked to rate the brands Bournvita , Horlicks, Complan Milo

and Boost on the parameters of Nutrition, food Supplement, economical , Availability and

schemes offered with the brands to gauge the position of each brand in that respective

attribute and to see if Bournvita’s communication strategy is in line with its emphasised

attributes.

In case of nutrition we see that Horlicks

scores the most with 84.5 percentage

points followed by complain at 76.5

percentage points and Bournvita at a

third place at 77.25 percentage points.

Bournvita scoring low on this parameter

can be conferred to the fact that in their

commercials, Horlicks and complain

reinforces on their Nutritional Value like

Horlicks advertises of 23 vitamins and

0

10

20

30

40

50

60

70

Yes No

32

48

66

14

BCA

BQC

77.25 84.5

62.5 69.75

76.5

0

10

20

30

40

50

60

70

80

90

Bournvita Horlicks Milo Boost Complan

Nutritious

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their “Taller Stronger and Sharper “tagline and using laboratory Environment and

recommendations by Doctors and Researchers in their advertisements and with Complan

also playing the same card by using nutritionists etc.Whereas in case of Bournvita this

aspect seems to lag behind of its competitors which was also evident during our laddering

processes wherein respondents said that they think of Horlicks and Complan to be of more

nutritional value than Bournvita and thus Bournvita needs to address this in their

communication strategy.

In this case the same trend continues with Horlicks and Complan with 79.25 and 72.75

percentage points and Bournvita again lagging behind with 70 percentage points,

predominantly due to the above mentioned reasons. Hence this also needs attention from

the communications aspect.

Taste has always been the very own forte of Bournvita wherein it has always maintained its

stronghold with its rich chocolate taste and the consumers acknowledging for it, be it during

the laddering process or as evident from the previous findings and interpretation regarding

factors which customers lookout for whilst buying a healthdrink and the attributes on which

they attach utmost importance and Bournvita is thus going strong with majority of the

respondents vouching for its taste with a staggering 84.25 percentage points with Horlicks

coming second with 78 percentage points. Bournvita seems to be going right in this

direction wherein they have launched a new product called Bournvita 5star magic

70 79.25

59.25 64.25 72.75

0

20

40

60

80

100

Bournvita Horlicks Milo Boost Complan

Food supplement

84.25 78

64 70.25 71.75

0

20

40

60

80

100

Bournvita Horlicks Milo Boost Complan

Tasty

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borrowing its legacy from Cadbury’s well

known 5Star chocolate and the packaging

bearing significant cues to this.

Horlicks scores highest on Availability,with

77.25 percentage points followed by

Bournvita which can confer to their

respective strength of their distribution

channels,with both GSK and Cadbury being

around from a very long time and with

strong networks, and also availability in

chemist stores.Horlicks here maintains the

lead due to its capturing the rural market much before its competitors achieved through

their “HUT” activities and magic shows and expanding their distribution channels though

sub distribution networks and satellite networks resulting in 30-355 of Horlicks sales

originating out form the rural market.

In this front, Horlicks and Complan are at

the 1st two positions followed by

Bournvita and Boost at 70.5 and 65.65

percentage points followed by Bournvita

and Boost jointly at 60.5 percentage

points.Boost and Bournvita have always

been neck to neck with their strategies,

be it using the same color pattern for

their packaging to Boost launching Choco

blast in response to Bournvita’s 5 star magic and Bournvita altering on its packaging,

courtesy : Boost.Even they sell at the exactly same price point of Rs 155 for a 500 gms

bottle.

In case of schemes,again Horlicks leads

the pack with 60.5 percentage points

closely followed by Bournvita at 57.5%

points. Bournvita has been quite

successful in organizing its quizzes and

events and has provided gift items like

Bournvita mugs, badminton rackets, and

watches with their products. They have

also offered extra products for the same

price which was a smart move than to a

price discount, which could have

74.25 77.25

56 59.75 72

0

20

40

60

80

100

Availability

60.5

70.5

59.75 60.5

65.75

54

56

58

60

62

64

66

68

70

72

Bournvita Horlicks Milo Boost Complan

Economical

57.75

60.5

57.25

55.75 55.75

52

54

56

58

60

62

Bournvita Horlicks Milo Boost Complan

Schemes

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otherwise diluted its image, and it being a Cadbury’s offering.

While analysing the brand personality of the brand Bournvita during the laddering process

conducted with a sample of 20 respondents (Apart from the set of 80 respondents), we

came to know that Bournvita is perceived as a brand which is known to be reliable in terms

of its long existence in the market, focussed in terms of its deliverance based on the

expectations of its customers, performer in terms of achieving the desired results and

cheerful due to its taste and packaging which comprises of vivid colours exhibiting joy.

So we asked our respondents of the set of 80, to choose the attributes which they can relate

to with the brand Bournvita. The responses generated showed that 63.75% of respondents

feel that the brand is reliable followed by 53.75% focussed, 52.5% performer and finally

43.75% feel that the brand is cheerful.

The reasons for the above results could be that apart from the product’s long existence in

the market, the brand name of Cadbury being attached to it, which in itself an epitome of

reliability.

63.75%

53.75% 52.5%

43.75%

0

10

20

30

40

50

60

Reliable Focussed Performer Cheerful

Bournvita

19

Recommendations

1. Since herein through our research we have found that the brands having a brand

ambassador possess greater recall (Boost performs exceptionally well as compared

to Bournvita), hence Bournvita can go in for a brand ambassador.

2. Should also concentrate on the section of the audience whose buying decision is

influenced by the freebies provided along with a product, if that becomes the norm

of the day due to its competitors.

3. Should focus more on reinforcing advertisements stating nutritional facts supported

by researchers and doctors as it is seen that the consumer preference tends to look

out for these aspects whilst forming perceptions about the nutritional value of the

offering.

4. Should invest more in R&D in order to come up with a product which has more

nutritional values as currently the consumer perception is that Horlicks leads on the

nutritional aspect (as found out form the laddering exercise conducted).

5. Bournvita should also focus on readily consumable product as milk is not available at

all times and its closest competitors have this attribute which makes them

consumable even with water.

Thank You