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Company Overview

- Cadbury Bournvita is a brand owned by Cadbury that was incorporated in India in 1948 and operates manufacturing facilities and offices in Mumbai. - It operates in the chocolate, milk food drinks, and candy categories, with its main product being Bournvita milk food drink which holds a 17% market share in the brown health drink segment. - Over the decades, Bournvita has reinforced its positioning as a symbol of mental and physical health through advertising campaigns focused on themes like intelligence, achievement, and brand loyalty.

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Akhil Gautam
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128 views

Company Overview

- Cadbury Bournvita is a brand owned by Cadbury that was incorporated in India in 1948 and operates manufacturing facilities and offices in Mumbai. - It operates in the chocolate, milk food drinks, and candy categories, with its main product being Bournvita milk food drink which holds a 17% market share in the brown health drink segment. - Over the decades, Bournvita has reinforced its positioning as a symbol of mental and physical health through advertising campaigns focused on themes like intelligence, achievement, and brand loyalty.

Uploaded by

Akhil Gautam
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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COMPANY OVERVIEW

Incorporated in India on July 19th, 1948 as a private limited. Cadbury-Fry (India). Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution

OVERVIEW CONTD.
Five company-owned manufacturing facilities.

Corporate office is in Mumbai.


Operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category.

Milk Food drinks segment our main product is Bournvita (MFD).

Vision
"Working together to create brands people love".

BRAND OVERVIEW
Brand : Bournvita Company : Cadbury's Agency : O&M

Oldest brand in the malted beverages segment. The brand is a market leader in the Brown health drink segment with a market share of over 17 %.

The Journey
Enduring symbol of mental and physical health ever since it was launched in 1948. Market share of 17%. Cadbury Bournvita reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India.

MARKET POSITION
Product Category Chocolates Market Share 68-70 percent

Sugar Confectionery
Bournvita

4 percent
45 percent in brown segment, 13-14 percent in overall brown+ white segment

PROMOTIONAL ACTIVITIES
Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star. Advertising has moved with the times to reflect the changing needs of the consumers. During the '70s the communication centered on 'Good upbringing' ("Goodness that grows with you). In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up right, Bournvita bright" campaign

In the early '90s,(Tan Ki Shakti, Man Ki Shakti Campaign which became an anthem for the brand). In the new millennium, Advertising campaigns are based on 'Real Achievers who have grown up on Bournvita'

Bournvita faces intense competition from Boost. 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 comeout with a new variant : Bournvita Fivestar Magic. The new variant has the unique chocolate with caramel flavor of Cadbury's Fivestar .

Bournvita is running two different campaigns for Bournvita : one campaign for the Bournvita Fivestar Magic and another one featuring Bournvita Confidence Academy. The Toon Mug offer (A 500 gram Bournvita pack comes with a mug featuring some of the best loved Cartoon Network characters).

In 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. 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.

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