bournvita- print ads, segmentation, and positioning

1. PRESENTED BY:-
AAYUSHI KAPIL— JL16PGDM002
AKRITI RASTOGI— JL16PGDM018
AMBUJ AGRAWAL— JL16PGDM024
ARPIT OJHA— JL16PGDM038
GUNEET KAUR—JL16PGDM056
INDRANI KUNDU—JL16PGDM060

2. PRINT ADVERTISEMENT

3. DEMOGRAPHIC SEGMENTATION

4. GEOGRAPHIC SEGMENTATION

5. Psychographic profiles on a target market segment are obtained by doing
a lot of questionnaires and surveys to ask people if they agree/disagree
with certain statements made about particular activities, interests or
opinions.
PSYCHOGRAPHIC SEGMENTATION
A. Lifestyles
B. Psychological variables-
❑ Personality
❑ Self-image
i

6. Benefits that the product offers are as follows :
 Proteins- 7 grams,
 Fats- 2 grams,
 Carbohydrates- 84 grams of which sugar is 70.3 grams.
Thus the major portion of the Bournvita i.e carbohydrates provides energy.
BEHAVIOURAL SEGMENTATION

7. TARGETING PATTERN OF BOURNVITA
BOURNVITA targets itself using the product
specialization pattern. though it caters to the different
segments like toddlers, children and women but as it
offers one product that is health drink , it will fall under
the category of PRODUCT SPECIALIZATION.

8. MARKET TARGETING
 The tag lines of the Bournvita very attractive and motivational:
Tan Ki Shakti, Man Ki Shakti, Bournvita in 1990, Tayari jeet ki ,
in 2010 and the present tag line is Bournvita badhaye doodh ki
Shakti
 The brand has always use kids and their mother in their ads.
The ads communicate that the product is a choice of caring
mothers and smart kids.
 Bournvita Confidence Academy (reality show), plastic mugs,
and chess and other games under the name Bournvita,
Bournvita Quiz contest hosted by Derek O’ Brien, Bournvita
general knowledge books etc.

9. POSITIONING STRATEGY
 Bournvita has always positioned itself as children’s drink and has been
promoting itself that way..
 During the 70’s the brand has positioned itself as a product that helps in “good up
bringing”. The brand used tagline “ goodness that grows with you”.
 During 80’s there was a change in its focus from upbringing the intelligence

10. LOW
PRICE
HIGH
PRICE
LOW
QUALITY
HIGH
QUALITY
POSITIONING MAP