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• Bournvita was developed in England in late 1920s
and was marketed as a health drink.
• It was first manufactured and sold in Australia in
1933.
• Bournvita was discontinued in the UK market in
2008.
• Cadbury name was derived from, Bournville, the
model village.
• It was first sold in India in 1948.
HISTORY
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TAGLINE OF BOURNVITA
• Brought up right. Bournvita bright.
• Building India’s Tann Aur Mann ki Shakti
• Tyaari Jeet ki
• Tann ki shakti. Mann ki shakti.
• Strong bones. Strong muscles. Active brain.
• Baat badhao. Aadat banao.
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• Punch Line :- “Badhaye Doodh ki Shakti” 2009
• Segment & Target Market :- Energy (Nutritional)
drinks, Targeting to children (5 to 14 years-
Approx.)
• Market Players :- Horlicks (GlaxoSmithKline),
Boost (GlaxoSmithKline), Complan (Heinz India),
Pediasure (Abott India)
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BRANDING STRATEGY
• Todays world is an increasingly competitive place
for children. They aren’t just expected to do
better, but also do more. Keeping this in mind,
Cadbury launched the new Bournvita in 2010 and
launched a new campaign “Tayyari Jeet Ki !!!”
• Bournvita is much emphasizing on Vitamin D
• The TVC is clearly shown that child will not be
getting calcium from milk if he/she will not
consume Bournvita.
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PRODUCT LIFE CYCLE- BOURNVITA
• Product life cycle is a business analysis that
attempts to identify a set of common stages in the
life of commercial products. In other words the
‘Product Life cycle’ PLC is used to map the lifespan
of the product such as the stages through which a
product goes during its lifespan.
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The four stages of product life cycle of Bournvita are as
follows:
1) INTRODUCTION STAGE
• Bournvita is among the oldest brands in the Malt Food
category launched in 1948.
• It was heavily advertised as a kid’s nutritional drink.
• It acted as a substitute of “milk”
• The drink was named by Cadbury which was derived
from Bourneville, the model village which is the site of
the Cadbury factory.
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2) GROWTH STAGE
• Consistency, Proper positioning
• Excels at delivering the benefits truly desired by
customers.
• Big brand visibility
3) MATURITY STAGE
• Product quality, By winning trust of consumer
• By getting better labels than its competitors.
• By getting a tagline such as, “Do you have the
bournvita confidence” that got stuck in the mind of
consumers.
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4) DECLINE STAGE
Bournvita has yet to go through the decline stage.
However the other nutritional drinks such as milo,
horlicks, complan, etc offer a great competition to
bournvita and may soon push it to the reaches of the
decline stage.
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• Bournvita follows an indirect sales strategy to reach
consumers at all geographic locations.
• It involves distribution centers, wholesalers, retailers
and Kirana stores.
• It uses the strong brand presence and logistics
support of its parent company to reach to the
masses.
• Bournvita has also collaborated with e-commerce
websites to sell its products online to reach the
millennials as they prefer to order their household
groceries online
CHANNEL OF DISTRIBUTION
