Monday, November 12, 2007

Bournvita : Do You Have Bournvita Confidence

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

Brand Analysis Count : 289

Bournvita is a power brand. Bournvita was launched in 1948 and is one of the 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 %.
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.
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.
Its also interesting to see how this brand has evolved over these years.In 1970s t he brand was positioned as a product that helps in good upbringing. The brand used the tagline : Goodness t hat 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 a marconym 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 Center 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.
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 ".
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 comeout 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 Five Star Magic variant further reinforced this positioning.
In the advertising campaigns, Bournvita has always been a heavy spender. When I am writing this post, Bournvita is running two different campaigns for Bournvita : one campaign for the Bournvita Fivestar Magic and another one featuring Bournvita Confidence Academy.

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 whizkid 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 Powerpuff 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 look 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.
Source : Cadbury website, agencyfaqs.com

17 comments:

  1. Oh..I had no idea about the past of Bournvita.. great info.. :-)

    ReplyDelete
  2. srikant2:33 PM

    it's simply superb,the way u have explained the growth story of bournvita. a journey from 1948 to till now.
    the tagline which they have changed according to time,their campaign for marketing and especially the bournvita quiz is appreciable.
    but i feel,bornvita is not changing their packeging due to boost. a company which is pertaining from last 6 decades has it's own strategy to change the pack according to time to reposition it.

    ReplyDelete
  3. Saridha said...

    Great effort put by Prof.Harish. this articla did give me a transparent picture about the health drink 'bournvita'..i feel that the main reason for the success of this brand is the way it positioned the product in the consumers mind.But other brands like Boost,Complan etc are likely to become a threat for Bournvita. Because they too are putting in a good investment in the product management as well as the promotional activities. SERIOUS MATTER TO BE LOOKED UPON...

    ReplyDelete
  4. The information presented in the article is excellent as it takes the reader through the entire lifecycle of the Bournvita.I feel that Brounvita is a power brand coz it has been changing itself and its image according to the changing customer perceptions of a ideal health drink.
    I feel the major reason for Bournvita's success has been its taste which the children like.
    As a result I have to say i do not think that health drinks can fall into consumer promotion trap.It is because a child will always stick to the taste he prefers.A plastic toy or an action figure cannot make a child drinking Bournvita change into Horlicks or Complan.
    I also feel mothers do have a part to play in the selection of the health drink.I feel it is because of the involvement of the mothers that the health drink brands bring out their products in attractive jars.Packaging cannot be to tempt the children so i feel it must be targeted at the mothers. Also if the mothers feel that an other brand can contribute more to the health of her child then the mother may induce the child to change the drink.

    ReplyDelete
  5. nivedita12:57 AM

    Really a great analysis by prof. Harish. The journey of Bournvita from 1948 till date is really incredible. The way it has positioned itself from time to time as per the demand is really stupendous. Bournvita has maintained its lifecycle in a very balanced. Every time it comes out with a new variation in the market.And still it is the most favorite drink of the children.

    Bournvita enjoys the most advantage being into a category of brown haelth food drink segment. Due to its chocolate flavour children love to drink and due to its mineral contents moms love to buy it. Thus it builds a bridge between mom and the child. And moreover with all the fringe benefits coming with Bournvita keeps it the most favourite drink of the child and the mom.

    But I couldn't make out the reason why Cadbury came with Cadbury Delite, a new variant of chocolate drink when Bournvita was really doing well in the same category.

    Don't you think it gave an unnecessary competition to its own brand and also created confusion in the minds of children???????

    ReplyDelete
  6. Prajakta8:09 PM

    HELLO!!
    I am Prajakta. And I simply loved your post on bournvita. Actually me and my friend Ruchi are first year students in BCom and in a marketing project we selected Bournvita. Trust me more than half the info we could compile was on the basis of this post.

    THANKS A LOT!! A big one.
    And Bournville is another product which we selected to sell. Your post on that one helped us in building the image of Bournville.

    BIG BIG THANKS.
    ALL THE BEST!

    ReplyDelete
  7. i beleive that it is the taste of bournvita which made it succesful in HFD market.
    i still remember that i used to prefer bournvita over horlicks and this was because of the great chocolate taste which every kid like the most.

    ReplyDelete
  8. Well this was great information provided. Hats off to Prof.Harish for putting an effort to compile the whole PLC of bournvita uptill now.
    But still even I feel that apart from the augmentations done by the brand doens't have so much significance than its taste. Bournvita camputered the market through their taste and then made add ons to gain a image in parents mind so they can position themseleves for staright purchase.

    ReplyDelete
  9. Anonymous1:07 PM

    I am an advertising student and really loved your blog.Thanks Sir for all the knowledge.

    ReplyDelete
  10. Thank you for the info. It sounds pretty user friendly. I guess I’ll pick one up for fun. Thank u.

    ReplyDelete
  11. Great work !!!! Thank you !

    ReplyDelete
  12. Amazing Blog sir, makes an interesting reads. TO follow brands through their growth is a pleasure and you have put it down in a very organized way. Thanks. But I have a suggestion. Why don't you start your own domain instead of having this on blogger?

    ReplyDelete
  13. Anonymous2:29 PM

    do bourn vita helps to grow taller ????

    ReplyDelete
  14. it is the first time that I heard about the brand. I have to admit that it has great ideas. but the problem is that I don't know about them and it makes it that it haven't reach audience like me.

    ReplyDelete
  15. badarinarayana9:42 PM

    Bournvita advt. on Sun TV channel has some misinformation/dysinformation regarding Milk.
    The dialogue between two women implies that Milk
    is not a source of Calcium which is false.

    ReplyDelete
  16. garima1:11 AM

    wow.really a nice artical written by prof. covering all the important aspects.it helped me slot in my project work. thank you so much prof.it gained my knowledge too n also my project work got completed as i got aal the things i needed..
    big big thnks to u sir.

    ReplyDelete
  17. The idea is combining the two most powerful brands of the company, five star and Bourn vita. This will further enhance the strength of both the brands, in terms of taste and energy. These two brands will be grabbing a distinct place in the mind of the customers. This new variant of Bourn vita 5 Star is positioned as a unique magical treat that offers the goodness of malt food drink and exciting caramelized taste. This is one of the new marketing strategies used to boost the presence of brand.
    Dairy milk is also a good brand from Cadburys. Then why they didn’t use that brand. They would have associated dairy milk, like “Bourn vita dairy milk” by saying enrichment of the milk. By doing this, they would have got triple advantage, the brand value of two brands and the milk shakti.

    ReplyDelete

Your Views are Important. Please share your views as comments.