CONTENT

• Objective

• Cadbury: An Introduction

• Cadbury Bournvita

• Product Details

• India: The Growing market for malted food

drinks

• Marketing Practices

• Segmenting strategy
• Defining the key target audience
• Positioning
• Place
• Promotion

• Tough roads ahead

• Do you know
 oBJECTIVE
To throw light on the Cadbury’s flagship malt
based food drink “BOURNVITA” and marketing
strategies practiced by the company to promote it
for the understanding the marketing practices to
make a successful brand.
 An Introduction

Cadbury began its operations in 1948 by importing chocolates and then re-
packing them before distribution in the Indian market. After 59 years of existence, it
today has five company-owned manufacturing facilities at Thane, Induri (Pune) and
Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New
Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai

Core Purpose
"Working together to create brands people
love" captures the spirit of what we are trying to
achieve as a business. We collaborate and work as
teams to convert products into brands

Vision
To align with our core purpose, Cadbury India
has defined its Vision as "Life Full of Cadbury and
Cadbury Full of Life".
Cadbury India will participate in many spaces of consumer life through a cache of
product offerings - be it chocolates or snacks or gum.

We believe that work and fun can co-exist beautifully. Therefore at Cadbury
India, it's all about work hard, play harder!. We bring moments of delight to our
consumers everyday and every time. Therefore, we strongly believe that the people
who create these products should also have fun while doing so.

Cadbury Bournvita was launched in year

1948. It is among the oldest brands in the Malt
Based Food / Malt Food category with a rich heritage
and has always been known to provide the best
nutrition to aid growth and all round development.

Throughout its history, Cadbury Bournvita has

continuously re-invented itself in terms of product,
packaging, promotion & distribution. The Cadbury
lineage and rich brand heritage has helped the brand maintain its leadership position
and image over the last 50 years.

The brand has been an enduring symbol of mental and physical health ever
since it was launched in 1948. It is hardly surprising then, that Bournvita enjoys a major
presence in the Malt Food market. Given its market share of 17%, Cadbury Bournvita
reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to

nourishment while bringing up their children. However, children always look out for the
tastiest option to make their daily dose of milk more enjoyable.
 Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with
its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic,
leveraging the rich chocolate and caramel flavor of Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times to reflect the changing
needs of the consumers.

During the '70s the communication centered on 'Good upbringing' and

Bournvita became an essential building block for childhood. "Goodness that grows
with you" was the campaign idea that communicated this thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more
aggressive "Brought up right, Bournvita bright" campaign, which was very
successful during its time.

In the early '90s all brands in the category provided purely physical benefits like
nourishment, energy and growth. It was at this time that Bournvita decided to raise the
bar by promising physical and mental benefits. This resulted in the famous Tan Ki
Shakti, Man Ki Shakti Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the new age
consumers, Cadbury Bournvita is about arming consumers with Confidence to take on
physical and mental challenges that nobody else can, resulting in one of the most
successful advertising campaigns which is based on 'Real Achievers who have
grown up on Bournvita'.
Product Details

Ingredients:
Malt extract, sugar, cocoa powder, milk solids, liquid glucose,
vitamins, permitted emulsifiers, sodium bicarbonate, mineral & salt.

Bournvita’s 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, & Thaimin which is very essential for the
proper working of our nervous system.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita super
charger, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5
Star Magic, leveraging the rich chocolate and caramel flavor of Cadbury 5 Star.

Bournvita Super Charger Bournvita 5 Star Magic

Pack Price (Rs.) Pack price
200gm 60 200gm 60
500gm 123 500gm 123
1kg 210 1kg 210
500gm Refill Pack 116 500gm Refill Pack 116
Also available in other packing sizes.

India- The Growing Market for Malted

Food Drinks
While western markets remain challenging for malt- and chocolate-based drinks,
there has been growth in this area in developing markets, notably in China and India
where malt drinks have long been drunk as a substitute for milk. Now, strong economic
growth in these markets is seeing middle class consumers trading up to added-value
hot drinks.

The 82,000 tone, malted food drink

segment can be divided into White
Beverages and Brown Beverages. White
Beverages account for 65% of the sales of
the total market. Brown Beverages account
for the balance 35% of the market.
Cadbury's Bournvita dominates this
segment. Other players in the segment are
Boost (SBCH), Milo (Nestle) and Maltova
(SBCH).
India, the world's largest malt-based drinks market, accounts for 22% of world's
retail volume sales. In India, malt-based drinks are traditionally consumed as milk
substitutes and are marketed as a nutritious drink. Such drinks are principally targeted
at older consumers, the young and the sick. Sales growth has been assisted in recent
years by improved retail and distribution networks and demographic factors, namely a
large consumer base in the children's and youth market. India also recorded the highest
growth (53% in US$ terms) of any market between 1998 and 2003, primarily as a result
of consumers trading up to value-added products. Major global players such as
GlaxoSmithKline, Cadbury Schweppes and Nestlé are present in India.
 Bournvita embarked on the 'Nutrition' journey and managed to change the
paradigm for brown beverages. Today it has to compete with a heritage brand like

Brand Share
Bournvita 47%
Boost 30%
Milo 10%
Maltova 8%
Others 5%
Horlicks and also stay on course by warding of competition from Boost, Milo and others.

Brown Beverages Market

Zonal Contribution
Marketing Practices
This is a brand that has sustained over time and competition. Cadbury's - true to its
reputation has managed to sustain this brand over these years. The brand has
sustained because of Cadbury's invested in the brand and also ensured that the brand
changed in tune with the times Cadbury brought this product when there was selling
concept prevailing and not so much importance given to marketing but it started
marketing its product using advertising and promotions. Marketing practices includes
• Segmenting strategy
• Defining the key target audience
• Positioning
• Place
• Promotion

Segmenting 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 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
with Bournvita keeps it the most favorite drink of the child and the mom. 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.
To attract this segment Cadbury has taken many initiatives like
• Bournvita quiz contest
• Bournvita confidence academy
• All India junior badminton tournament
Latest focus on confidence is a smart move by the brand. Confidence is something that
every kid looks forward to.

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' 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.
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
product 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.
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 thus changed its focus on Body and Mind. 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 its 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 markets and all retail stores.
Promotion

“An activity designed to boost the sales of a product or service. It may include an
advertising campaign, increased PR activity, a free-sample campaign, offering free 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
the 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
through 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 freebies 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
Focus on Confidence is a smart move by Cadbury to promote its brand BOURNVITA.
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 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.

Taglines of Bournvita
In early 1990s Cadbury reentered the health drink market with Bournvita, the product of
essential vitamins and minerals with memorable campaigns based on the 'Tan ki
Shakti, Man ki Shakti'. The next big breakthrough happened in 1999 when the brand
was re-launched with a new RDA Balanced Formula. The brand was re-launched with
a completely new identity in 2001. Bournvita has a unique taste that combines the
goodness of malt and chocolate. It gives the child physical and mental alertness
resulting in a healthy body and an active mind. In 2001 Bournvita, complete with new
packaging and design was re-launched. A loyalty programme, in the form of a Bournvita
Nutrition Centre, dedicated to counseling mothers on her child's daily nutritional needs
was opened. Cadbury Bournvita has been advertising since the 1970s. In the early
years the positioning centred on 'Good upbringing' with Bournvita being an essential
building block for children. In the 1980-82 years it was 'Goodness that grows with
you'. By 1987, it had become the more aggressive 'Brought up right, Bournvita bright'.
In the last decade of the 20th Century, competition between children was becoming
intense and Bournvita was there with its 'Extra energy to stay ahead'. In the 1992-
95 period 'Shakti har din ke champion ki' (Energy for the everyday champion) was
its payoff line. In 2000, 'Bournvita poshan, sahi poshan' (Bournvita nutrition, right
nutrition) encouraged consumption. In the following year 'Confidence kuch kar
dikhane ka' (Confidence to achieve) became the reason to buy. The current Cadbury
Bournvita positioning suggests that it contains specific ingredients that augment stamina
and concentration in children.

Bournvita Quiz Contest

Bournvita Quiz contest or Cadbury Bournvita Quiz Contest is one of the most
famous quiz contests in India. It was first held in 1972. It is a contest sponsored by
Cadbury India. Initially it was a quiz contest which was held in the cities across the
length and breadth of India. But
later it became a radio and then a
television show. The mastermind
behind this show is Derek O Brien
who conducts this quiz show with
great aplomb. Bournvita Quiz
Contest is a respected name
amongst the quizzing fraternity of
India. This quiz contest is at
present one of the longest running
shows in Indian television and is
immensely popular among the
school kids of India as well as
quiz enthusiasts of all ages. This show enjoys unparalleled popularity and has made
quizzing the nation’s most popular events after one day cricket. The fact this quiz
contest reaches out to a million students to 4,800 schools in India is a testimony to the
iconic statue enjoyed by this quiz contest.
Confidence Academy

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 realized that every kid have a chance to excel in his chosen field of
Endeavour if he have confidence. The realization has enabled the brand to chalk out the
current marketing strategy. The brand now uses the tagline “Do you have Bournvita
Confidence ".
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, singing, magic,
studies etc. In the reality show, these kids to act as
Gurus and is 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

In a first of its kind initiative, young prodigies’ confidence is being put to a whole
new challenge on Pogo TV with the launch of an innovative reality show “Bournvita
Confidence Academy”.
Debuting at 12pm Sunday (July 15, 2007), the program will showcase seven young
prodigies from all across India. The programme is scheduled to air on this Sunday prime
slot for 13 weeks.
These young prodigies excel in their skills and are confident to showcase it. However,
the BIG CHALLENGE in the Bournvita Confidence Academy will be that part pants will
not be rated on the performance of their own skill, but on the skill that they will learn
from their peers! - So you have the magician singing, the racer dancing, etc.
The seven selected achievers who have made it to the Academy are:

1. Magician – Karun Krishnan from Bangalore (Winner of All India Magic

Competition Amateur. He has performed in over 3500 shows)
2. Rajasthani Folk Singer – Ashraf Khan from Rajasthan (A National Child
Award winner 2004-2005, he has performed internationally)
3. Actor – Aditi R from Bangalore (A film and theatre actor, has acted in
more than 15 documentaries, awarded Special Jury Golden Cairo Award in
the International film festival in Cairo 2005. Her first feature film won best
children’s film from the Government of Karnataka - Candy House/Mithaye-
Mane)
4. Santoor Player - Rhitam Bhattacharya from Kolkatta (comes from a long
line of musicians, Plays in the Maihan Gharana style.

5. Dancer (contemporary) – Kabir Aurora from Mumbai (A dancer with

Shiamak's junior dance company. He has performed at PAKA 04 and 05,
Filmfare awards etc)
6. Go Karter - Nikhil Kashyap from Bangalore (National Level Go Carting
Champion (Junior) 2004, National Titan Grand Prix 2005 Runner Up)
 7. Academis – Ameetosri Basu from Kolkatta (Double promoted from class
5 to class 7)

Bournvita All India Junior Badminton Championship

The old adage, "Confidence is the first requisite to great undertakings" can't hold
more relevance than today - in this age of convergence and competition. And this
famous line once again stands the test of time, as Cadbury Bournvita brings together
Young Champs from all over the country for an exciting All India Junior Badminton
Tournament being held in Chennai from May 26th -31st. 2007.
The tournament is organized by the Express Shuttle Club and recognized by the
Badminton Association of India. It features players from various states in India who will
vie for the top slot in their respective
categories. The finals of the championship
will held on May 31st, 4 pm.
Commenting on the association,
Sanjay Purohit, Director, Marketing,
Cadbury India said, "Cadbury Bournvita is
among the most loved and trusted brands in
the country. With the extra physical and
mental energy that Bournvita provides, youngsters have the confidence to take on the
world and actualize their innate potential. Our association with this tournament aims to
recognize and reward champions who through their achievements embody the
Bournvita brand values."
"We are delighted that Cadbury Bournvita has supported this tournament. We
hope that many more corporate emulate Cadbury" Sanjeev Sachdeva, organizing
secretary, All India Junior Badminton Tournament.
Cadbury Bournvita has been an enduring symbol of mental and physical health
ever since it was launched in 1948. It is hardly surprising then, that Bournvita has
enjoyed a long association with sports. In the 1980 Moscow Olympics, Cadbury
Bournvita was the official health drink for the Indian team. In the new millennium,
keeping pace with the evolving mindsets of the new age consumers, Cadbury Bournvita
is about arming consumers with Confidence to take on physical and mental challenges
that nobody else can, resulting in one of the most successful advertising campaigns
which is based on 'Real Achievers who have grown up on Bournvita'.

Cadbury Bournvita Jugalbandi

Extending its confidence challenge strategy, Cadbury Bournvita has launched a

new commercial titled ‘Bournvita Folk’. The TVC showcases an interesting ‘jugalbandi’
between talents from a metro and small town.

O&M is the creative agency behind the TVC, with ECD Abhijit Avasthi and
Creative Director Manoj Shetty having worked on its creative execution. Infiniti
Production House has produced the film, while Vishal Mangalorekar has directed it.

Speaking on the thought process and the brief given by the client, Shetty
explained, “For more than three years, we have been appropriating ‘confidence’ as the
benefit derived from Bournvita. Over the last two years, we had moved to a testimonial
format that depicted real achievers from the ‘Bournvita Confidence Academy’ show who
have carved out a niche for themselves at a very young age. So, the current TVC is a
creative attempt at making the ‘testimonial format’ more engaging and exciting for
young consumers. Research and initial responses indicate that it has worked very well.”

The TVC features Kabir Arora, a student of Shiamak Davar, and Ashraf Khan, a
folk singer. Incidentally, the two boys were also finalists at the ‘Bournvita Confidence
Academy’ show on Pogo. The TVC begins with Arora practising his Western dance
steps, and is suddenly intervened by Khan who challenges him to dance to the tune of
his folk lyrics and music. The film then flows through an interesting jugalbandi between
the two.

Tough roads ahead

Do you know
• In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for
the Indian team
• The Cadbury Bournvita Quiz Contest, which started airing on April 12th 1972, is
India's longest running national school quiz contest. Starting out as a contest
held in cities, and then on radio, the contest currently has been running for over
10 years on satellite television. It has over 500 episodes to its credit, and today
the contest directly reaches more than 11,25,000 students, in 4000 schools
across 66 cities and 7 countries - UAE, Kuwait, Qatar, Oman, Bahrain, Nepal and
India