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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


DeepikaAgrawal NishantKhattwani PrateekChoudhuri SushmitaAgrawal

B10007 B10013 B10015 B10035

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 consumers 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 Ps. The results revealed that Bournvita scores highest in preference and loyalty with the individuals 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 a nd 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 t o 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.

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 Presentation of findings and conclusion for laddering method Analysis of findings and interpretation Recommendations

9 10

11-18 19

Bournvita A Power Brand

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.

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

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.

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 todays 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.

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.

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.

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 OBrian 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.

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

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

Opportunities 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

*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.

*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.

*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.

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

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 ACVS 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.


Good with milk

Nutritiou s


Satisfies Taste buds

Improves Health

Improve s Fitness

Improves Quality of life

Improves Performa nce

Helps in achieving success

Stay Happy

Attributes 1. Good with milk 2. Tasty 3. nutritious

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

Values 1. Improves quality of life 2. Helps in achieving success 3. Stay happy


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 Health Drink Preference buying a health drink, what attributes Bournvita Horlicks Milo Boost Complan play a major role in this decisive process and who is the prime 4% 12% 5% influencer for this decision process 49% which will in turn help us to understand what are the factors and 30% 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
60 50 40 30 20 10 0

Reasons for buying health drinks

100 80 60 40 20 0 80 84.75 76.25



64.25 67.5 55.75

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

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 individuals 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:

Last Brand Purchased

3% 8% 1% 5% 1% 1% 46% 35% Bournvita Horlicks Milo Complan Boost Cadbury's delight Protien X None

Herein it is seen that for 46% of our sample size Bournvita is the last purchased brand followed by horlicks at 35%


Last 5 Purchased Brands

8% 5% 47% 33% 5% 1% 1% Bournvita Horlicks Milo Complan Boost Cadbury's delight Protien X

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 :

Identify Taglines
80 60 40 20 0 Horlicks Bournvita Boost Milo Complan 82.5% 70% 57.5% 88% 91.5%

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.

Brand Packaging
90.00% 85.00% 80.00% 75.00% 70.00% 65.00% Boost Bournvita Milo Complan Horlicks 83.75% 87.50% 82.50% 73.75% 80%

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:


66 70 60 50 40 30 20 10 0 Yes No 14 32 BCA BQC 48

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 OBrian 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 Bournvitas communication strategy is in line with its emphasised attributes.

84.5 90 77.25 80 70 60 50 40 30 20 10 0 Bournvita Horlicks 69.75 62.5 76.5




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

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.

Food supplement
100 80 60 40 20 0 Bournvita Horlicks Milo Boost Complan 70 79.25 59.25 64.25 72.75

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.

100 80 60 40 20 0 Bournvita Horlicks Milo Boost Complan 84.25 78 64



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


100 80 60 74.25 77.25 56 59.75 72

borrowing its legacy from Cadburys well known 5Star chocolate and the packaging bearing significant cues to this.

Horlicks scores highest on Availability,with 77.25 percentage points followed by 40 Bournvita which can confer to their 20 respective strength of their distribution 0 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 65.75 Bournvita and Boost at 70.5 and 65.65 percentage points followed by Bournvita 60.5 59.75 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 Milo Boost Complan their packaging to Boost launching Choco blast in response to Bournvitas 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
72 70.5 70 68 66 64 62 60.5 60 58 56 54 Bournvita Horlicks

62 60 58 56 54 52 Bournvita Horlicks Milo Boost Complan 57.75 57.25 55.75 55.75 60.5

otherwise diluted its image, and it being a Cadburys offering.

60 63.75% 50 40 30 20 10 0 Reliable Focussed Performer Cheerful 53.75% 52.5% 43.75%

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 products long existence in the market, the brand name of Cadbury being attached to it, which in itself an epitome of reliability.


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