Marketing Mix (4P’s) for Cadbury Bournvita
The nutritional drink or the health drink industry has been marked by competition from various companies in the past few years. The health drink manufacturers in India have tried to retain their brand image by improving their product quality & by meeting consumerâ€™s expectation. But only one health drink has successfully captured the heart of millions of Indians & that isâ€¦â€¦â€¦..Cadbury Bourn Vita.
In spite of the fact that our health drink market is flooded with newer fun drinks for kids, Cadbury Bournvita has made a niche for itself as a drink for children who are mentally and physically active. Every bright and sportive kid down the block must be drinking Cadbury Bournvita. In fact nobody has forgotten the jingle screaming â€™â€™BOURN VITA!!â€™â€™
Cadbury India Ltd launched Cadbury Bournvita, a chocolate health drink in 1947 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, â€œBrownâ€ & â€œVitaâ€. Brown because its brown in colour & Vita because it has lots of vitamins.
If I were to ask you all a simple question like â€œwhat is Cadbury Bournvitaâ€â€¦.I am sure you would say â€œWoh powder jo mummy doodh mein milati haiâ€â€¦.But thatâ€™s not what Bournvita is all about. Itâ€™s a nutritional drink which acts as a dietary supplement providing nourishment along with good taste & flavors.
For todayâ€™s kids who detest milk in its pure state unless flavored, this is an ideal drink. It has its own unique flavor, and the taste is rich and full-bodied. Itâ€™s so easy to prepare, just instant mix it into your milk. Even a child can manage this for himself when he is in a hurry to run off to play! Many children I have known just scoop up a spoonful of Bournvita fine granules into their mouth and crunch away happily…goes to prove its taste bud friendly value for kids.
Malt extracts, sugar, cocoa powder, milk solids, liquid glucose, vitamins,
Bourn Vitaâ€™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, & 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. I agree that Bournvita is 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.
Brown HFDâ€™s target audience has always been kids who are in the age group of 7-15. Why a HFD targets audience in this age group? The answer to this is very simple. Most of the children in this age group have casual eating habits and milk is like a curse for them. This is were a HFD comes into picture the work ofÂ HFD is not only to add flavor to the milk but also act as supplement whichÂ can add nutrition to their child. The other advantage of having this segment as target market is HFD are mostly taken with milk
And the largest consumption of milk is seen in this segment.
The distribution pattern followed by Cadburyâ€™s Bourn vita is more or less same as the traditional channel of distribution. Cadbury’s distribution network encompasses 2100 distributors and 4,50,000 retailers. 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 Oâ€™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 encyclopedia). 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 itâ€™s gaining now. Marketers have now realized the importance of packaging in todayâ€™s competitive market.
Hence they are concentrating on various aspect of packing such as the color, 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 their no problem of buying Jars every now & then. They have also worked upon the color which is now Red & Purple against the old one Brown & Yellow because kids love bright colors.
Tags: 4P's, Advertising, Bournvita, Brown - Vita, Cadbury, Calcium, Cartoon Network, Chess Game, Consumption, Distribution, Drink Industry, Folic Acid, Gifts, Granules, HFD, India, Jars, Logistic, Ludo, Marketers, Marketing mix, Milk, Nutritional Drink, Packaging, Place, Plastic Mugs, Price, Product, Product Quality, Promotion, Protein, Quiz Contest, Refill Packs, Schools, Sportive, Target Markets, Television