1. Praxis Business School
Integrated Marketing Communication on Bournvita
A report
Submitted to
Prof. D.P. Ghosh
In partial fulfilment of the requirements of the course
Integrated Marketing Communication
On 21st December, 2011
By
DeepikaAgrawal B10007
NishantKhattwani B10013
PrateekChoudhuri B10015
SushmitaAgrawal B10035
1

2. Executive Summary
Starting from 1948, when it first set its foot on the Indian Shores, Cadbury Bournvita had a
lustrous journey through the times, and emerged as a market leader in the brown health
drink segment with a market share of 15%, as per a recent business standard survey.
Communication, as we all know, has always been the integral part of any marketing activity
and brand Bournvita has also resorted to a plethora integrated marketing communicational
techniques over the time, through which it has made its ground, positioned and
repositioned itself to become more relevant with time and withstand competition and
emerge with flying colours. In this report, we have tried to find out how Bournvita used
integrated marketing communications for brand building and personality development and
tried to assess the consumer’s degree of brand loyalty towards Bournvita and to find out
what other factors apart from IMC have played their part in generating the loyalty. In doing
so, we went through both primary and secondary research procedure, to find how the
brand has moved from “good” upbringing” to “intelligence” to “overall health” bundled with
the rich chocolate taste which has been at the top of the palette for its consumers, their
segmentation strategies, their targeted audience and the mix of the 4Ps of marketing.
Through laddering exercise we tried found out what a consumer looks at whilst buying a
health drink wherein parameters like “tastes good with milk”, flavour, nutritive value etc
come into play. A survey was conducted order to find out the extent of these parameters
playing their part in the purchase, the preference of mind ,the awareness about the brand,
from tagline identification to knowledge about their promotional activities, loyalty and
effect of the ‘P’s. The results revealed that Bournvita scores highest in preference and
loyalty with the individual’s opinion gaining the supreme whilst buying this drink which
scores highest in taste but scores a second to its closest competitor Horlicks on attributes
like being nutritious and being a food supplement. Bournvita also lags in case of tagline
identification to boost and Milo. Same holds for packaging identification as well. Bournvita
seem to have been addressing these issues through their communicational strategies
wherein they are now talking about their nutritional benefits like having “Vitamin D” and
improving on their packaging. On the personality front, Bournvita comes out to be a reliable
brand which is focussed and confident as well and this goes well with Bournvita emphasizing
on having “Bournvita confidence”.Considering the findings, Bournvita seem to need a brand
ambassador for easier recall, coupled with reinforcing advertisements emphasizing on the
nutritional benefits (can do it by showing researchers and doctors) with special emphasis on
R&D so as to improve its perception on nutrition. Additionally they also need to consider the
idea of having something for the “freebie” loving consumer and gaining the ability of ready
consumption without milk, like that of its closest competitors.
2

3. Table of Contents
Bournvita- A Power Brand
4
 History
5
 Events and Activities
5
 Segmentation Strategy
6
 Defining Key Audience
6
 Product
7
 Price
 Place 7
 Promotion 7
 Packaging 7
 SWOT Analysis 8
Methodology 9
Presentation of findings and conclusion for laddering 10
method
Analysis of findings and interpretation 11-18
Recommendations 19
3

4. Bournvita – A Power Brand
History
Cadbury was incorporated in India on July 19th, 1948 as a private limited company under
the name of Cadbury-Fry (India). Cadbury Bournvita was launched in the same year.
It is among the oldest brands in the Malt Based Food/Malt Food category with a rich
heritage and has always been known for its best nutritive values, combined with great taste
to aid growth and all round development and at the same time alluring to the palette. In this
context it may be meaningful to mention that throughout its history, it can be seen that
Cadbury Bournvita has continuously evolved itself in terms of product, packaging,
promotion and distribution. The Cadbury pedigree and rich brand legacy has helped the
brand maintain its headship position and image over the last 50 years.
The brand is a market leader in the Brown health drink segment with a market share of over
15% according to Business Standard which is an indicator to the fact that Cadbury's - true to
its reputation has managed to sustain this brand over years. The brand has sustained
because of Cadbury's investment in the brand and also ensuring that the brand changed in
with times.
Bournvita is a chocolate flavoured health drink. When the brand was introduced in the
market, it tried to solve a perpetual problem that mother's face: a need for a healthy food
which is tasty. Bournvita offered that unique combination of health and taste.
It is also interesting to see how this brand has evolved over these years.
Positioning and repositioning through taglines:
In 1970s the brand was positioned as a product that helps in good upbringing. The brand
used the tagline: Goodness that 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 and thus
changed its focus on Body and Mind with the famous tagline: Tan Ki Shakti, Man Ki Shakti.
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
amarconym 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 Centre 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.
4

5. The brand over the years realized that every kid have a chance to excel in his chosen field of
endeavour if he have confidence. 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 come out with a new variant: Bournvita Fivestar
Magic. The new variant has the unique chocolate with caramel flavour of Cadbury's Five
star. The brand is using the brand association with Five Star as a key differentiator.
Events and activities
Bournvita Confidence Academy is not a School but a reality show. The show was premiered
on July 2007 in the Pogo channel, is different from the usual reality shows. The show
features kids who have exceptional talents in various fields like dancing, racing, singing,
magic, studies etc. In the reality show, these kids act as Gurus and are expected to teach
each other skills. So you have a magic whiz kid 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
Power-puff 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 looks 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.
Segmentation strategy
Cadbury has segmented the market for their flagship product Bournvita ´demographically. It
has segmented the market on the bases of age group; it is targeting children aged between
5 to 16 yrs. of age. It is targeting one of the biggest consumer groups in India. Bournvita is a
chocolate flavoured health drink. In this segment the children give too much importance to
5

6. taste and their parents give importance to health and Cadbury has addressed both the
things very well. Thus it builds a bridge between mom and the child. And moreover with all
the fringe benefits coming Segmenting strategy Cadbury has segmented the market for their
flagship product Bournvita´ demographically. It has segmented the market on the basis of
age group; it is targeting children aged between 5 to 16 yrs. of age. It is targeting one of the
biggest consumer groups in India. Bournvita is a chocolate flavoured health drink. In this
segment the children give too much importance to taste and their parents give importance
to health and Cadbury has addressed both the things very well. Thus it builds a bridge
between mom and the child.
Defining key audience
Most of the promos are targeted at children who compel their parents into purchasing the
brand. Brand loyalties are very strong as the key target audience; children are always
looking for the change. Bournvita is a chocolate flavoured 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. Thus it targeted the mothers concern about her child's eating habits and used the
'Nutrition Meter' as an interesting device to communicate the RDA formula - "2 Cups of
Bournvita for Balanced Nutrition". To further target the child section it has offered many
freebies and gifts from time to time.
Product:
Cadbury India Ltd launched Cadbury Bournvita, a chocolate health drink in 1948 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,
Brown & Vita. Brown because it is brown in colour & Vita because it has lots of vitamins. It is
a nutritional drink which acts as a dietary supplement providing nourishment along with
good taste & flavours. For today’s kids who detest milk in its pure state unless flavoured,
this is an ideal drink. It has its own unique flavour, and the taste is rich and full-bodied.
Ingredients: Malt extracts, sugar, cocoa powder, milk solids, liquid glucose, vitamins,
Bourn Vitas 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.
6

7. Price
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. Bournvita being 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.
Place
The distribution pattern followed by Cadburys Bournvita is more or less same as the
traditional channel of distribution. 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.
Promotion
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
O’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
encyclopaedia). 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.
Packaging
Earlier packaging was not given the kind of importance to what it is gaining now. Marketers
have now realized the importance of packaging in today’s competitive market. Hence they
are concentrating on various aspect of packing such as the colour, material used to make
the package & cost. They use glass jars for packaging which do not allow moisture to get in
7

8. the product and also increases its shelf life. They have also introduced the refill packs so
there was no problem of buying Jars every now & then. They have also worked upon the
colour which is now Red & Purple against the old one Brown & Yellow because kids love
bright colours.
SWOT Analysis
Opportunities
Strengths Weakness *Expansion into every Threats
part of the country mainly
*Very strong brand *Lack of penetration in *Cut throat competition
rural part of the country.
equity in India. rural market of India . from Nestle, Amul,
*Bournvita can leverage
*Backed by the brand *Bournvita is considered Horlicks who strives for
its product name with
Cadbury . to be a high priced brand market leadership.
brand Cadbury .
*Big brand visibility. when compared to other *Large variety of
*Expansion to white
*Largest market share in malted drinks. flavours introduced by
malted drinks.
brown malted drinks *Bournvita is perceived other brands.
*Having a wider reach by
(15% acc. To Business to be having less *Frequent repositioning
tapping other media
Standard). nutritional value as might result in the
sources.
*A very strong research compared to its closest consumer not getting
competitors. *Opportunities for line the desired message.
team
extension, for example:
the “nutribar” category.
8

9. Methodology
Research Type-The research will include two legs, namely primary research and
secondary research, the detailed procedure to be followed is as below:
Primary Research: The primary research will be carried out in adherence to this framework
and will have a qualitative research component and a quantitative research component. The
qualitative research will involve “laddering “and for quantitative research a questionnaire
has been designed.
Secondary research: Searching the internet and consulting literature and other articles pertaining to
these contexts:
 Communication platforms used and their effectiveness
 Positioning strategies
 Emerging opportunities/ challenges
 Future predictions for the brand
Sample Selection- To collect the primary data, a questionnaire was made and a survey
was done both through a personal interview and through surveying through emails.
Tools Used For Data Analysis-The tools which we used for the analysis are:-
• Bar charts
• Pie charts
• Laddering process
9

10. Presentation of findings and conclusion for laddering method
The responses were received from the respondents was analysed to form an A-C-V chain
where A stands for attributes C stands for consequences and V stands for values. The ACV’S
are organized in the following table where similar values, attributes and consequences have
been grouped together. They help us in understanding the factors considered before buying
a health drink and consumers perception about Bournvita.
Bournvita
Nutritiou
Good Tasty
s
with
milk
Satisfies Improves Improve
Taste Health s Fitness
buds
Improves Helps in Stay
Improves
Quality of achieving Happy
Performa
life success
nce
Attributes Consequences Values
1. Improves quality of life
1. Good with milk 1. Satisfies Taste buds
2. Helps in achieving
2. Tasty 2. Improves health
success
3. nutritious 3. Improves fitness
3. Stay happy
10

11. Analysis of findings and interpretation:
Which health drink do you prefer buying?
This question was asked to find out the preference of mind of the consumers whilst
choosing their health drink and was aimed to find out the preference share of Bournvita Vis
a vis its 4 competitors (viz Horlicks, Milo, Boost and Complan) which we have chosen for our
analysis.
From the response we collected from our survey, and after plotting them into the pie chart,
it can be seen that out of the total sample size of 80, a major chunk of 49% has indicated
Bournvita as their preferred drink, followed by Horlicks at a significant 30% preference.
Complan, Milo and Boost end up with getting a 12%, 5% and 4% respectively. This is a clear
indicator that majority of the sample prefers Bournvita as compared to other health drinks.
The next few questions are aimed to
Health Drink Preference unearth the reasons for the consumer
buying a health drink, what attributes
Bournvita Horlicks Milo Boost Complan
play a major role in this decisive
4% process and who is the prime
5% 12%
influencer for this decision process
49%
which will in turn help us to
understand what are the factors and
30%
attributes that have been used by
Bournvita to leverage its
communication effectively and how
does it fares in the process. The
questions and their respective responses are as follows:
Percentage points of buying pattern Reasons for buying health drinks
60
50 100 80 84.75 76.25
40 52 80 64.25 67.5 55.75
46
30 60
20 40
10 20
4 6 4
0 0
In the question of reasons for buying a health drink, we find out that the option of “Tastes
good with milk “ generates the highest amount of response at 52, and Nutrition clocks 46
responses . peer recommendations, freebies and Doctors recommendation have generated
11

12. really low responses and thus indicates to the fact that taste and nutrition are the two prime
attributes that need to be addressed to affect the consumer buying decission. To make
things more clear we asked this question “Rate the factors from 1-5 (1 being the lowest and
5 being the highest)you look for before buying a health drink” whereby we calculated
percentage points to find out how the buying pattern is dependent on these factors and
which of them plays the key role,with nutrition left out of the options this time. Herein we
also find that taste has got the highest percentage points of 84.75 followed by Flavour at 80
and the brand at 76. Availibility ,price and scheme follow the suite respectively. Hence this
again strengthens the fact that taste and flavour does play the key role and nutrition, which
are thus the prime areas to be addressed whilst communicating about the brand. Bournvita
has been going right in this track since it is well known for its rich chocolate taste and at the
same time it had talked about its nutritive values like “DHA and off late, vitamin D. Now in
the context of who influences the buying decission, we find from out graph that an
individuals decision plays the most significant part (58 responses)followed by Family and
Doctors opinion which points towards the fact that Bournvita should try to appeal to an
individual’s taste and beliefs about the product and communicate accordingly, and it has hit
this trump card as well,because many a times it has talked about the confidence
In order to have an idea about the Loyality towards the brand, and to what extent bournvita
has leveraged the weapons from its arsenal of communication strategies, it is necessary to
find out the consumers loyality towards the brand and hence we asked the following
questions about the last purchase and the last 5 purchases. The results are as follows:
Last Brand Purchased
1%
5% 1% 1% Bournvita
8% Horlicks
3%
46% Milo
Complan
35% Boost
Cadbury's delight
Protien X
None
Herein it is seen that for 46% of our sample size Bournvita is the last purchased brand
followed by horlicks at 35%
12

13. Even in case of last 5 purchased
Last 5 Purchased Brands brand, the position of Bournvita is
almost the same with 46% accounting
5% 1% 1% Bournvita
8% for the past 5 purchases and thus
5% Horlicks
fairly indicating towards the fact that
47% Milo the Bournvita has a fair share of loyal
Complan consumers at its disposal which is
33%
Boost certaily a beneficiary for the brand
Cadbury's delight and shows its success it connecting to
Protien X tis consumers and gaining their share
of loyality.
Perhaps in case of communication, brand awareness plays the pivotal role,and in this
context we tried to identify the awareness and the efficiency of communication of Bournvita
amongst its consumers. For this, we asked questions like Identifying the tagline, Identifying
the packaging and asking about their popular promotional campaigns to as to get the idea
from the response generated.
The first question in this purview was to identify the tagline of Bournvita and its
competitors, to check for the brand awareness and recall. The outcome is as follows :
Identify Taglines
88% 91.5%
80 82.5%
70%
60 57.5%
40
20
0
Horlicks Bournvita Boost Milo Complan
Herein we can see that Complan has got the highest tagline identification with 91.5%
respondents identifying,and closely followed by Boost at 88% wherein for Bournvita it is a
humble 70%.This can be because of nthe fact that whilst Complan and Boost uses their
name into their taglines, ensuring seamless recalls, wherein in case of Bournvita, they have
changed their taglines and respective positioning quite a number of times and thus resulting
in low recall of particular taglines.
Packaging also holds a major key in product identification and recall and last but not the
least, , communication from the brand.hence herein we blurred the names in the respective
packages and asked our respondents to dientify the product. The responses are as below.
13

14. Brand Packaging
90.00%
85.00%
80.00%
87.50%
75.00% 83.75% 82.50%
80%
70.00% 73.75%
65.00%
Boost Bournvita Milo Complan Horlicks
Herein we can see that Horlicks and Boost rules the roost with almost 87.5% and 83.75% of
the respondents identifying Horlicks and Boost respectively, herein also Bournvita comes
third with 82.5% of the respondents identifying Bournvita.
From the results it seems that the identification for that of Horlicks and Boost are high but
Bournvita is also on a constant vigil to evolve with times and has taken drastic efforts in
modifying their packaging to fine tune it with consumer insights so as to convey the
message more Aptly. With the recent changes in packaging, they have tried to deliver an
essence of the positivity, optimism and enthusiasm in lieu of their tagline of “tann ki shakti,
man ki shakti” wherein they try to encode this throught their new change in packaging and
emphasizing on its power of value addition to milk. So from this it can be concluded that
inspite of a comparatively low recall in packaging, Bournvita is trying to catch up ,resonating
with what consumers think about them, what they like to convey,and last but not the least,
a significant improvement in packaging by making it more air tight and ergonomic.
The third question in this context was asking the consumers whether they are aware of the
various campaigns of Bournvita like that of the popular TV shows like Just Dance, Lil’
Champs and perhaps the most talked of them all, The Bournvita Quiz contests (BQC)and the
Bournvita Confidence academy(BCA).The results are as follows:
14

15. 66
70
60 48
50
32 BCA
40
30 BQC
14
20
10
0
Yes No
Herein we can see that out of our 80 respondents, 66 of them are aware of the Bournvita
Quiz Contest but only 48 of them are aware of Bournvita Confidence Academy. The reasons
for these results can be attributed to the fact that Bournvita quiz contests are a well-known
phenomenon in schools which craved in a fair share of mind (Thanks to its host Mr. Derek
O’Brian as well). Bournvita confidence academy has a lower recall, and Bournvita has been
stressing this point for quite some time through its “confidence” proposition which it has
taken up as its Core Brand Essence spreading the message that every kid have a chance to
excel in his chosen field of endeavour if he have confidence which essentially has been
translated into their tagline of " Do you have Bournvita Confidence” and quite a plethora of
their video advertisements have been bearing this fact, be it the case of “horse riding” or
“the confidence needed for studying before the exams” .hence Bournvita seem to be
needing some more reinforcements to strengthen this proposition ,as evident from the
survey results.
Lastly the respondents were asked to rate the brands Bournvita , Horlicks, Complan Milo
and Boost on the parameters of Nutrition, food Supplement, economical , Availability and
schemes offered with the brands to gauge the position of each brand in that respective
attribute and to see if Bournvita’s communication strategy is in line with its emphasised
attributes.
Nutritious In case of nutrition we see that Horlicks
90 84.5 scores the most with 84.5 percentage
77.25 76.5
80 69.75 points followed by complain at 76.5
70 62.5 percentage points and Bournvita at a
60
third place at 77.25 percentage points.
50
40
Bournvita scoring low on this parameter
30 can be conferred to the fact that in their
20 commercials, Horlicks and complain
10 reinforces on their Nutritional Value like
0
Horlicks advertises of 23 vitamins and
Bournvita Horlicks Milo Boost Complan
15

16. their “Taller Stronger and Sharper “tagline and using laboratory Environment and
recommendations by Doctors and Researchers in their advertisements and with Complan
also playing the same card by using nutritionists etc.Whereas in case of Bournvita this
aspect seems to lag behind of its competitors which was also evident during our laddering
processes wherein respondents said that they think of Horlicks and Complan to be of more
nutritional value than Bournvita and thus Bournvita needs to address this in their
communication strategy.
Food supplement
100
79.25
80 70 72.75
59.25 64.25
60
40
20
0
Bournvita Horlicks Milo Boost Complan
In this case the same trend continues with Horlicks and Complan with 79.25 and 72.75
percentage points and Bournvita again lagging behind with 70 percentage points,
predominantly due to the above mentioned reasons. Hence this also needs attention from
the communications aspect.
Tasty
100
80
84.25
78
60 70.25 71.75
64
40
20
0
Bournvita Horlicks Milo Boost Complan
Taste has always been the very own forte of Bournvita wherein it has always maintained its
stronghold with its rich chocolate taste and the consumers acknowledging for it, be it during
the laddering process or as evident from the previous findings and interpretation regarding
factors which customers lookout for whilst buying a healthdrink and the attributes on which
they attach utmost importance and Bournvita is thus going strong with majority of the
respondents vouching for its taste with a staggering 84.25 percentage points with Horlicks
coming second with 78 percentage points. Bournvita seems to be going right in this
direction wherein they have launched a new product called Bournvita 5star magic
16

17. borrowing its legacy from Cadbury’s well
Availability known 5Star chocolate and the packaging
100 bearing significant cues to this.
74.25 77.25 72
80
56 59.75 Horlicks scores highest on Availability,with
60
77.25 percentage points followed by
40
Bournvita which can confer to their
20
respective strength of their distribution
0
channels,with both GSK and Cadbury being
around from a very long time and with
strong networks, and also availability in
chemist stores.Horlicks here maintains the
lead due to its capturing the rural market much before its competitors achieved through
their “HUT” activities and magic shows and expanding their distribution channels though
sub distribution networks and satellite networks resulting in 30-355 of Horlicks sales
originating out form the rural market.
Economical
72 70.5
70 In this front, Horlicks and Complan are at
68
65.75 the 1st two positions followed by
66
Bournvita and Boost at 70.5 and 65.65
64
62 60.5
percentage points followed by Bournvita
60.5
59.75
60 and Boost jointly at 60.5 percentage
58 points.Boost and Bournvita have always
56 been neck to neck with their strategies,
54
be it using the same color pattern for
Bournvita Horlicks Milo Boost Complan
their packaging to Boost launching Choco
blast in response to Bournvita’s 5 star magic and Bournvita altering on its packaging,
courtesy : Boost.Even they sell at the exactly same price point of Rs 155 for a 500 gms
bottle.
In case of schemes,again Horlicks leads
the pack with 60.5 percentage points
Schemes closely followed by Bournvita at 57.5%
62 points. Bournvita has been quite
60.5
60 successful in organizing its quizzes and
57.75 events and has provided gift items like
58 57.25
55.75 55.75 Bournvita mugs, badminton rackets, and
56
watches with their products. They have
54 also offered extra products for the same
52 price which was a smart move than to a
Bournvita Horlicks Milo Boost Complan price discount, which could have
17

18. otherwise diluted its image, and it being a Cadbury’s offering.
Bournvita
60
63.75%
50
53.75% 52.5%
40 43.75%
30
20
10
0
Reliable Focussed Performer Cheerful
While analysing the brand personality of the brand Bournvita during the laddering process
conducted with a sample of 20 respondents (Apart from the set of 80 respondents), we
came to know that Bournvita is perceived as a brand which is known to be reliable in terms
of its long existence in the market, focussed in terms of its deliverance based on the
expectations of its customers, performer in terms of achieving the desired results and
cheerful due to its taste and packaging which comprises of vivid colours exhibiting joy.
So we asked our respondents of the set of 80, to choose the attributes which they can relate
to with the brand Bournvita. The responses generated showed that 63.75% of respondents
feel that the brand is reliable followed by 53.75% focussed, 52.5% performer and finally
43.75% feel that the brand is cheerful.
The reasons for the above results could be that apart from the product’s long existence in
the market, the brand name of Cadbury being attached to it, which in itself an epitome of
reliability.
18

19. Recommendations
1. Since herein through our research we have found that the brands having a brand
ambassador possess greater recall (Boost performs exceptionally well as compared
to Bournvita), hence Bournvita can go in for a brand ambassador.
2. Should also concentrate on the section of the audience whose buying decision is
influenced by the freebies provided along with a product, if that becomes the norm
of the day due to its competitors.
3. Should focus more on reinforcing advertisements stating nutritional facts supported
by researchers and doctors as it is seen that the consumer preference tends to look
out for these aspects whilst forming perceptions about the nutritional value of the
offering.
4. Should invest more in R&D in order to come up with a product which has more
nutritional values as currently the consumer perception is that Horlicks leads on the
nutritional aspect (as found out form the laddering exercise conducted).
5. Bournvita should also focus on readily consumable product as milk is not available at
all times and its closest competitors have this attribute which makes them
consumable even with water.
Thank You
19