Product Type | Cacao Drinks | Type | instant powder |
Feature | normal | Packaging | BOTTLE |
Certification | ISO | Shelf Life | 24 Months |
Brix (%) | 18 % | Weight (kg) | 0.2 |
Volume (L) | Medium | Place of Origin | United States |
Brand Name | Bournvita | Model Number | Bournvita |
Primary Ingredient | Cocoa Powder | Product Name | Sugar 1.5kg |
Main Ingredients | Green Coffee Bean Extract | COLOUR | BROWN |
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