Marketing Strategies of Bournvita

In: Business and Management

Submitted By divya44
Words 2218
Pages 9
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 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.…...

Similar Documents

Marketing Strategy

...Contents Page Introduction 2 Background 2 Discussion 3 Products and Services 3 SWOT Analysis 3 Competitive Analysis 4 Competitive Advantages 5 Sustainability 5 Recommendations 5 New Product/Service 5 Marketing Strategy 6 Conclusion 7 References 8 Introduction This report is mainly focusing on studies of marketing strategy. By analyzing and discussing the case of Zara, we will be able to have a more in depth analysis of companies and their marketing strategies. In the background section, basic knowledge of marketing strategy will be introduced. In the discussion section, an analysis of Zara’s existing product and service will be listed and an S.W.O.T. analysis is done to figure out the company’s current situation and position in the marketplace. In the recommendation section, a new product/service will be recommended to augment Zara’s brand. Also a marketing strategy will be suggested to improve Zara’s business. Background Firstly, some commonly used terms and their definitions will be introduced in this report in order to provide some basic knowledge and understandings of the principles and studies about marketing strategy planning. SWOT Analysis: This is a strategic planning method which used to evaluate the strength, weakness, opportunities and threats of an organization involved in a certain business...

Words: 2215 - Pages: 9

Marketing Strategy

...Marketing Strategy for Product By Carlos Whisenhunt Lilhunt25@hotmail.com Marketing Management-MKT 500 Dr. Thomas L. Matula, Ph.D. Strayer University 05/02/2011 This paper will explain the marketing plan in more detail for southern style coffee shops. Southern style coffee marketing segment will be to supply not only the airports and surrounding areas but to also reach out to department food stores and market international online sales. To give more detail on the marketing plan I will explain four more questions in detail. First I will discuss the type of product the company will offer and identify its primary characteristics. Secondly I will discuss the product branding strategy. Next I will discuss how the product fits within a product line and the depth and breath of the line. Finally I will discuss how the product and target market strategies fit with the organizational strategy. Finally I will explain how the product and target market strategies fit with the organizational strategy. First, southern style coffee shop name speaks for itself. The company is all about selling coffee and to not only market particular demographics but to attract the non- coffee drinkers as well. The Southern style coffee shops have just begun business, and marketing is essential to its success and future profitability. The shops will offer a place for people to meet in a comfortable, person...

Words: 1115 - Pages: 5

Marketing Strategy

... Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives.[2] Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases.[3] Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external environments.[4] Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints.[5] External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success.[3][6] A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.[7] Besides SWOT analysis, portfolio analyses such as the GE/McKinsey matrix [8] or COPE analysis[9] can be performed to determine the strategic focus. Once a thorough environmental scan is complete, a strategic plan can be constructed to identify...

Words: 954 - Pages: 4

Marketing Strategy

... and target market strategies fit with the organizational strategy. * Choices like any company has marketing and organizational strategies. Organizational strategies or objectives are described as “Objectives are an organization’s performance targets—the results and outcomes management wants to achieve” (Thompson, Gamble, Strickland, 2006). Marketing Strategies are described as having “two primary considerations in the marketing strategy – where are we, and where do we want to go?” (Iacobucci, 2010) The purpose of organizational strategies purpose is for managers to showcase the results they want to attain. Objectives are considered yardsticks for tracking the company’s progress and performance” (Thompson, Gamble, & Strickland, 2006). When making effective organizational objectives they, must focus on a result, not an activity, consistent, specific, measurable, related to time, be attainable. * Choices will become the largest not for profit organization that specializes in abuse of women and children. * Choices provides high quality, pertinent services that help women and children avoid future acts of violence, prepare for a future without abuse, and counter to emergency situation that arise. * Choices Collaborates with other organizations to best serve clients. * Choices services an ever-increasing diverse community with a diverse labor force and management team. * Choices meets new, rising needs in our communities, our country, and the world...

Words: 1247 - Pages: 5

Marketing Strategy

... determining whether the organisation is able to sense changes in their market segment and foresee any responses to marketing actions. The second is customer linking, which involves the skills and processes which are necessary to create collaborative relationships with customers that provide the organisation with transparency regarding the customers value requirements, and procedures for responding to these (Day, 1994). These capabilities are focussed on constant learning and investigation into the organisations market segment. Market-driven companies recognise that customers’ needs and behaviour can change very quickly and they are constantly preparing to respond to this change. If companies do not utilise their market sensing capability, changes to their market segment can be fatal. One example of this is Polaroid – top management of Polaroid was so focussed on creating products that centred around instant film cameras, that they did not anticipate the effect of digital cameras on their film business. The fact that Polaroid unfortunately had to file for bankruptcy may in part be due to the fact that they did not understand that their customers’ value requirements had changed. Market-driven companies are constantly gathering information from their customers and competitors, and preparing themselves for change. “Companies achieving a superior performance through robust market-based strategies display characteristics of constant learning and innovation that continually refine...

Words: 1841 - Pages: 8

Marketing Strategies of Bournvita

...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 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...

Words: 2218 - Pages: 9

Cadburys Bournvita

...Product: Cadburys Bournvita History: Cadbury Bournvita is among the oldest brands in the Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Launched in 1948, throughout its history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 60 years. The brand has been an enduring symbol of mental and physical health ever since it was launched. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable. Cadbury offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star. Ad Agency: Ogilvy & Mather Tag Line 2013: Tayyari jeet ki Ad Details: The film starts with a mother and son racing in the woods. She is shown pitting herself against the boy in regular sprints. The mother tells the story...

Words: 703 - Pages: 3

Marketing Strategy

... need to change or revise the company's marketing strategy. A good marketing strategy provides specific goals and can include: a description of the key target buyer/end user competitive market segments the company will compete in distribution channels the unique positioning of the company and its products versus the competition the reasons why it is unique or compelling to buyers price strategy versus competition marketing spending strategy with advertising and promotion possible research and development market research expenditure strategies. An overall company marketing strategy should also: define the business position the business as a leader, challenger, follower, or niche player in the category define the brand or business personality or image that is desired in the minds of buyers and end users define life cycle influences, if applicable Use the following checklist to help create your own marketing strategy. Marketing strategy checklist define what your company is identify the products or services that your company provides identify your target buyers/end users establish the marketing category (e.g., fast food purveyor, high-end audio equipment sales, etc.) determine whether your company will be a market category leader, follower, challenger, or niche player describe the unique characteristics of your products or services that distinguish them from the competition. define whether your pricing will be above, below, or at parity with your...

Words: 633 - Pages: 3

Marketing Strategy

... traditional way we've done things (Kokalitcheva, 2015). While companies in other areas of the United States are tinkering with the idea of renting umbrellas, few have implemented the process. Challenge. A marketing challenge that the company could face would be introducing a new service to the area. Service marketing requires more than just traditional external marketing using the four Ps. Service marketing also requires internal marketing and interactive marketing. Internal marketing means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. Interactive marketing means that service quality depends heavily on the quality of the buyer –seller transaction during the service encounter (Armstrong & Kotler, 2014). References Armstrong, G., & Kotler, P. (2014). Marketing: An Introduction (12th Edition). In G. Armstrong, & P. Kotler, Marketing: An Introduction (12th Edition) (p. 218). Upper Saddle River: Prentice Hall. Denver Bcycle. (2015, July 15). Retrieved from Denver: https://denver.bcycle.com/ Doesken, N. J., Pielke, Sr., R. A., & Bliss, O. A. (2003, January). Climate of Colorado. Retrieved from Colorado State: http://climate.colostate.edu/climateofcolorado.php Kokalitcheva, K. (2015, January 1). On Demand Services. Retrieved from VentureBeat:......

Words: 964 - Pages: 4

Marketing Strategy

...FACULTY OF ACCOUNTING, FINANCE & BUSINESS ABDT3193 MARKETING STRATEGY GROUP ASSIGNMENT ------------------------------------------------- ------------------------------------------------- TGV Cinemas ------------------------------------------------- Tutor In-Charged : ______________________ Tutorial Group : ______________________ No. | student name | student id no. | 1. | YEO SHUN QI | 13WBD07502 | 2. | TAN BOON BIN | 13WBD05262 | 3. | YAP SZE LING | 13WBD04996 | 4. | YONG KIAN SHENG | 13WBD0 | 5. | YAP SOON WONG | 13WBD0 | ABDT3193 MARKETING STRATEGY ASSESSMENT CRITERIA AND GRADING SHEET (For group assignment) Group number: 5 Name: ________________________ Name: ________________________ Name: ________________________ Name: ________________________ Name: ________________________ Assessment criteria | Weight (%) | Marks Awarded (%) | | | | Analysis of industrial competitiveness | 10 | | Analysis of strategy adoption | 15 | | Recommendation of strategies | 15 | | Introduction and conclusion | 5 | | Use of Harvard referencing system | 5 | | Total | 50 | | KOLEJ UNIVERSITI TUNKU ABDUL RAHMAN FACULTY OF ACCOUNTANCY, FINANCE & BUSINESS ACADEMIC YEAR ____________ PLAGIARISM STATEMENT Semester: ___________ Course Code & Title: _______________________________ Declaration I confirm that I/we have read and shall comply with all the terms and conditions of TAR University...

Words: 4787 - Pages: 20

Marketing Strategy

...Marketing Strategy Heidi Moss HCS/490 1/18/16 Linda Hagler-Reid Marketing Strategy Health Spa launching a new weight loss treatment is the product that I have picked to address in my marketing strategy. Most Health spas are resorts that you have to travel to. They have stress free weight loss, ocean side yoga, medically supervised detox and more. There are ten resorts that are rated the best in America for its Health spa weight loss treatment. 1). Hilton Head Health Weight loss spa South Carolina 2). Cooper Wellness Program, Texas 3). Cal-a-vie Health spa California 4). Canyon Ranch, Arizona 5). ‘The Biggest Loser’ Resort at fitness Ridge, Utah 6). Pritikin Longevity Center and Spa, Florida 7). Green Mountain at Fox Run, Vermont 8). Red Mountain Resort and Spa, Utah 9). Miraval Resort and Spa, Arizona 10). Ranch at Live Oak Malibu, California I will market my weight loss facilities by social media, advertising on the web commercials on the television and broad casting on the radio. My marketing plan doesn’t differ much from other ways from others ways of marketing. I would just stay dedicated to pushing product to my consumers to ensure that they stay interested. The value of the services offered by my weight loss centers would help people get healthy and help them take control of their life again. Differentiate the health care access options that are available to your target audience. The target audience has more options to the spa...

Words: 918 - Pages: 4

Marketing Strategy

... Drucker 1973 “ Strategic marketing as seen as a process consisting of: analyzing environmental, market competitive and business factors affecting the corporation and its business units, identifying market opportunities and threats and forecasting future trends in business areas of interest for the enterprise , and participating in setting objectives and formulating corporate and business unit strategies. Selecting market target strategies for the product-markets in each business unit, establishing marketing objectives implementing and managing as well as developing , the marketing program positioning strategies in order to meet market target needs”. Hart & 1977 Stapleton " a statement in very general terms of how the marketing objective is to be achieved, e.g. acquiring a competitive company, by price reductions, by product improvement, or by intensive advertising.The strategy becomes the basis of the marketing plan" Lambin 1977 “The role of strategic marketing is to lead the firm towards attractive economic opportunities, that is, opportunities that are adapted to its resources and know how and offer a potential for growth and profitability”. Baker 1984 “the establishment of the goal or purpose of a strategic business unit and the means by which it is to be achieved trough management of the marketing......

Words: 11185 - Pages: 45

Marketing Strategy

... education courses available. The mission of Africa Nazarene University is to provide a holistic education that develops individuals academically, spiritually, culturally and physically and to equip them with excellent skills, competencies and Christian values which will enable them to go into the world well prepared to meet the challenges of their time. 3.2 Marketing Objectives Maintain positive, strong growth each year Achieve a steady increase in market penetration Decrease customer acquisition costs by 1% per year 3.3 Financial Objectives * Increase the profit margin by 1% per year through efficiency and economy-of-scale gains * Achieve double-to-triple-digit growth rate for the next three years 3.4 Target Markets ANU University aims to expand the distance learning market by enhancing the student experience through easy access to class notes and assignments as well as accessibility through different computers, tablets and smartphones. 3.5 Positioning ANU will position itself as the premier private Christian university. This positioning will be achieved by leveraging ANU’s competitive edge: deep Christian roots and passion. Africa Nazarene University’s vision is to be a light to the people of Africa through higher education grounded in the Wesleyan-Holiness tradition. 3.6 Strategies The single objective is to position ANU as the premier Christian University, serving the domestic and international market. The marketing strategy will seek to first......

Words: 1794 - Pages: 8

Marketing Strategy

...University of Liverpool Management School MKIB230 - RETAIL MARKETING COURSEWORK ASSESSMENT Choose a news article (i.e. from BBC news, The Times, The Financial Times, The Guardian etc.) published in this current year, which manifests some important aspect(s) of retail marketing. Explain your rationale for selecting the article, and use relevant concepts, models and/or theories from the retail marketing literature to analyse the aspects manifested by the article. Explain how the article makes retail marketing concepts and models clearer or more real from your point of view. You are required to produce an ESSAY addressing the above task which should be no longer than 2000 words. The word limit does not include the article itself, which should be included as an appendix to your essay. The essay should be supported by relevant theory, and all sources referred to in the essay should be fully referenced. The essay is to be submitted on or before Monday 11th April 4pm. Assessment Criteria For your guidance, the criteria against which your coursework assessment will be assessed include: Structure, style and presentation Effective selection/organisation of information to answer the requirements of the task Logical essay structure, and coherent writing style Appropriate presentation of references and any supporting documentation Depth of understanding of issues related to the question Identification and appropriate application of relevant theories...

Words: 356 - Pages: 2

Marketing Strategy

...TRAILZON-Virtual Fitting Room Introduction TRAILZON – Virtual Fitting Room is a totally new product made by the group for Amazon. Group members made a set of marketing strategies for it. First, the company’s information and the product’s scenario will be introduced generally. Considering the future launch and success of ‘TRAILZON’ when it goes to market, this report will justify these proposals and discuss the further strategies and relevant issues based on the current propositions by the group. I. Recap, amendments and strategies Brief recap of ‘TRAILZON’ Amazon is an American electronic commerce company and it is one of the biggest online shopping retailers operating in over 14 countries all over the world (Barney, 2011). According to Cowen (2015), the garment and accessories sales occupied about seventy percent of the total income in Amazon in 2015. Thus, TRAILZON - Virtual fitting room was put forward to benefit more from the garment and strategies were made in order to achieve marketing target. TRAILZON is an online shopping app which enables users to fit clothes virtually. The target market of TRAILZON includes fashion brands, online shops and mobile users in the UK. TRAILZON will make profit by selling TRAILZON to fashion brands, sharing profits with application stores and selling clothes directly to customers so all retailing is virtual. As to the promotion, creative advertising will show on social media to make target market aware of this...

Words: 3230 - Pages: 13