SOCIAL MARKETING

TOPIC

CREATE A SOCIAL MARKETING BUSINESS

STRATEGY USING THE BASIC MARKETING
PRINCIPLES OF AN ORGANIZATION IN ANY
INDUSTRY OF YOUR CHOICE

ASSIGNMENT

JANUARY 15, 2020

CH SAI VARUN
SEC-C 191146
 BOURNVITA
Bournvita is a brand of malt and chocolate malted drink mixes manufactured by
Cadbury, a subsidiary of Mondelez International. It is sold in many countries of
Europe and North America and in India, Bangladesh, Nepal, Nigeria, Ghana,
Benin, Togo, and South Africa. It is among the oldest brands in the Malt Food
Category with a very old heritage and always been known to provide the best
nutrition for the all-round growth and development.
In India, it was first sold in 1948 and in the same year, Cadbury India was
established. Bournvita, throughout history, always redevelop itself in terms of
packaging, product, promotion, and distribution.
It has always kept in mind that nutrition is one of the major factors they
need to keep the mothers of the kids interested. For a mother, the nutrition is the
most important subject for her kid. This includes several carbohydrates, proteins,
and mineral such as iron, calcium and magnesium vitamins like B & D.
PREVIOUS SOCIAL MARKETING CAMPAIGNS OF BOURNVITA:
Year 2011, Cadbury’s Bournvita took a turn in its advertising with the launch of
‘Tayyari Jeet Ki’ – a campaign that did not talk just about what the product is,
but about how it can prepare a child to win at life. The idea was about inculcating
good habits in children as a preparation to win in life. The campaign has been
churning out ads featuring super ambitious mothers helping their child prepare to
win.
In 2013, a TVC ‘Adataein’ featured a mother and son racing together, to instil a
habit of winning in him. The inspiring ad won honours on social media. Another
one released the same year is about a boxer kid with a brilliant twist at the end.
By this time, product benefits took the backstage. There was no more talk of
calcium, vitamin D or milk. By default, having ‘bournvita’ became a good habit
to ‘win’ at life.
As mentioned above bournvita has launched many social campaigns by educating
the parents about THE UNATTENDED THE UNNOTICED PROBLEM that is
pressure & how encouraging can boost the children performance. To stand by
their children of their children by campaigns like
-tayyari har exam ki
-tayyari jeet ki
- the exam times
- exam collection social experiment
The above-mentioned social marketing by bournvita helped bournvita to be stand
unique from other competitors. As you can now also watch the bournvita ads and
notice the difference that mostly their ads don’t focus on the milk, nor with the
product directly but the way it can help you to achieve your goals or ambitions.

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MY IDEA REGARDING TO THE SOCIAL MARKETING OF
BOURNVITA:
Psychological concerns in children are on the rise, especially behavioural
issues and suicides. 12 per cent of Indian students between the age of 4 and 16
suffer from psychiatric disorders. 20 per cent show signs of mental disorders, out
of which 2-5 per cent have serious concerns like autism or bi-polar disorder.
Shockingly, everyone hour a student commits suicide in India
In India, parents often go into denial mode when it comes to their child’s
mental health, resorting to statements like, “My child has no such problems!”.
Hundreds of students end up making bad career choices under pressure from their
parents to choose subjects they think are important to succeed in life, point out
city-based psychologists and career counsellors.
According to psychologists, parental pressure dominates children's career
choices even today. Despite the potential in off-beat and unconventional courses,
most children are forced by their parents to take up the routine subjects of
engineering, medicine and law — ostensibly as they offer a 'financially safe'
future.
Parents often have very high academic and career expectations for their children,
which some children cannot live up to. Unfortunately, in some societies, concern
about disappointing one's parents is a tragedy the student cannot deal with, so he
kills himself.
To stem the problem
Psychologists stresses on the importance of free communication between parents
and children, besides the benefits of undertaking aptitude tests.
Parents should at least hear to children about their interests and choices.
So, this is where my social marketing idea come up. The idea is all about
- Hear us (#hear_us)
- Kudh ko sochney de (#kudh_ko_sochney_de).
Encouraging The parents, the society to hear to our children’s own life choices
and help them achieve to their self-made goals.
Target audience: The target of the Bournvita was to solve the problem: healthy
food which is tasty. It brought the solution to mothers regarding the question
“How to make their kids interested in the drinking milk?”. From the start, they
targeted kids of age 4 to 15 and their mother. From time to time they changed the
flavours to in tune with the changing time. They gave an amazing taste to bland
milk which was normally hated by the kids. Bournvita identified that different
age has different needs. They have different types of themes for different age
groups. They have identified the needs of specific ages like mind growth,
physical growth, and all-round development.

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STP:
SEGMENTATION Chocolate based health drink for
children
TARGETING Young growing children from middle
and upper classes
POSITIONING Chocolate health drink to make kids
stronger and sharper

SWOT analysis:
STRENGHTS: WEAKNESS:
1.Big brand visibility of Bournvita owing to 1.Food products have a limited shelf life
strong parent brand Cadbury 2.Doesn't mix well with cold milk
2.Bournvita has good advertising and
marketing campaigns which go well with
the target audience.
3. Bournvita has continuously re-invented
itself in terms of product, packaging,
promotion & distribution

OPPORTUNITIES: THREATS:
1.Untapped rural markets can be a huge 1.More chocolate-based milk drinks in
opportunity for Bournvita market can affect Bournvita's business
2.Better product packaging and 2.Children prefer more flavours like
preservation strawberry, rose milk
3.Leverage Cadburys successful brand
further to boost Bournvita worldwide

SOCIAL MARKETING STRATEGY WITH BASIC PRINCIPLES OF

MARKETING:
1) PRODUCT:
a) CORE PRODUCT: The core benefit is the fundamental need that the
customer satisfies when they buy the product Bournvita acts as a dietary
supplement providing nourishment (vitamins & nutrients)
b) ACTUAL PRODUCT: The actual product is the product features and its
design. Products typically have lots of features but very few actual benefits
(core benefits) to the customer. in this case packaging with the bottles,
chocolate flavour are the actual products.
c) AUGMENTED PRODUCT: The AUGMENTED product is the non-
physical part of the product. It usually consists of lots of added value, for

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 which you may or may not pay a premium. In this the product we are
planning is CARRER GUIDANCE SUPPORT& COUNSELLING
2) PRICE:
a) MONETARY COSTS (price): there are two types of monetary costs, they
are
• Monetary incentives (discounts, coupons, gifts etc.,)
• Monetary dis-incentives (fines, challans etc.,)
In our product we can only opt for monetary incentives for growth
of sales
b) NON-MONETARY COSTS: there are two types of non-monetary costs,
they are
• Non-monetary incentives (carrier guidance & counselling)
• Non-monetary dis incentives (posting pictures for children saying
#hear_us)
3) PLACE: The most important factors to consider are
• Make the location closer
• Make the location more appealing
• Be more accessible than the competition
• Be where the target audience shops
• Work with existing distribution channels
The distribution pattern followed by Cadbury Bourn vita is same as the traditional
channel of distribution. Cadbury’s distribution network encompasses 2100
distributors and 4,50,000 retailers. Total consumers of Bournvita are around 65
million• It has installed coolers at several outlets to address the issues of product
stability. This helps in maintaining quality during summer when there is a lot of
heat.
4) PROMOTION: promotions are persuasive communications designed and
delivered to inspire your target audience to action.
There are 2 steps in promotion. They are
STEP-1) Deciding on messages, messengers and creative strategies
Messages: my message is to hear and understand the children choice of their
future
Messengers: for this we can opt for SOLE SPONCERSHIP, ENDORSEMENTS
Creative strategy: #hear_us, #kudh_ko_sochne_de, achievers testimonials
(like Sachin, pv Sindhu, Sunil Chhetri etc., the people who followed their passion
and they achieved because their parents HEARD THEM.
STEP-2) Deciding on communication channels: while selecting
communication channels, we must undergo decision makings in 3 strategies
a) Type of communication channel: our campaign starts by mass media
channels like advertising, publicity, popular & entertainment media.
b) Specific media vehicles with the communication channels: tv stations.
Radio programmes, magazines

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c)timing of communication: the CPC (COST PER CLICK) & CPA (COST PER
AQUISATION) are low on weekends that is Friday Saturday & Sunday. So, we
can select this is the best time for social marketing strategy.

MY IDEA OF ADVERTISING IN MASS MEDIA(TV):

This ad features a father and son on a morning jog and the son’s results are out
the previous day. So, on the jog, the father was congratulated by all his
community joggers/friends/well-wishers and asks him about his child's career
plan. Even before the father replies the joggers/friends/well-wishers suggests him
that make his son an ENGINEER/DOCTOR/LAWYER/CA ETC., as the father
considered all the suggestions of them and started imagining his son as an
ENGINEER/DOCTOR/LAWYER/CA. As they were returning home father
noticed that his son was dull & baffled. So, he asked him about the reason and
get to know that his child has a passion for music, and he wanted to make a career
in the music industry. The father # heard his son & encourages his passion for
music rather than forcing his son with his own decisions which belongs to his
child's future.

#HEARUS
#kudh_ko_sochne_de