Cadbury's has launched a brand extension for Bournvita - Bournvita li'l Champs. The new extension is targeting the little kids aged 2-5yrs. The brand is competing with Junior Horlicks in this segment.
It seems Bournvita has taken this new extension seriously. The brand is on a high gear and has roped in the tennis sensation Sania Mirza to endorse this product.
The Television Commercial is right now on air in most of the channels : Watch it here
I think the brand has jumped into this segment for two main reasons. The first being the potential of the market. The current lifestyle and the family profile has increased the need perception for health supplements/ drinks for the little ones. Mothers are always worried about the food intake of the kids and it is a universal phenomenon that during this age, kids hate food.
Hence it is easy to attract mothers towards such products that promises well being for their little one. Another reason is that there is only one major player in this category. Hence there is room for Bournvita to explore this market already created by Junior Horlicks.
Bournvita Li'l Champs is touting on its nutritional content and its 5 Star taste to catch the target segment. The packaging is refreshingly new and attractive. The brand is promising the mothers to make their kids champions like its brand ambassador.
There is a difference in the positioning of Junior Horlicks and Li'l Champs. The Junior Horlicks has positioned on the functional benefit while Li'l Champs is riding on the a higher platform of emotional benefit. How ever since both these parent brands are well established, there is enough room for growth without eating to each other's shares.
Like Junior Horlicks, Li'L Champs will also ride on the equity of the parent brand.
Related Brand
Bournvita
Horlicks
I'm really impressed with their very "unconventional" packaging, something I believe will attract the kids more
ReplyDeleteIt is NOT a "universal phenomenon" for young kids to "hate food". ONLY Indian kids hate eating. Caucasian kids that age literally ask for food as soon as they can talk and they LOVE to eat. A common complaint among American parents is that their 2-4 year old wakes up at 5-6AM saying "I"m hungry". ALL kids in America feed themselves by one year of age and literally gulp down what their parents put in front of them. WHY do Indian kids hate food so much?
ReplyDeleteIndian kids hate eating because they want food for their brain while American kids want food for their stomach. Yes, American kids can eat on their own at one year old but they don't learn to read and write or do simple math until SEVEN years old. We may have to hand feed our kids until age 4/5/6 BUT OUR INDIAN KIDS ARE ACADEMICALLY ABOUT 3 YEARS AHEAD OF AMERICAN KIDS. WHAT IS STANDARD IN NURSERY (AGE 3) INDIA ISNT TAUGHT UNTIL FIRST GRADE IN AMERICA. AMERICAN FIFTH GRADERS STRUGGLE WITH WHAT KIDS IN INDIA LEARN IN FIRST GRADE/FIRST STANDARD.
ReplyDeleteI'll happily hand feed my four year old son while he does his multiplication charts. 15 years from now he will be studying engineering at MIT while the American one year old who feeds himself will be working at McDonalds