3. HISTORY OF BOURNVITA
• Cadbury Bournvita is among the oldest brands in the Malt Food category
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.
• Market share Rs. 4000 cr. Indian health drink market. 15% brand market
share.
• Bournvita offered that unique combination of health and taste.
• 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.
• 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.

4. • Punch line: - “Badhaye Doodh ki Shakti (increase level
of milk energy)” old one 2009
• Segment & TG market: - Energy (Nutritional)
drinks, Targeting to children (5 to 14 years – Approx.)
• Market Players: - Horlicks (GlaxoSmithKline), Boost
(GlaxoSmithKline), Complan (Heinz India), Pediasure
(Abott India)
• Our Advertising:
• Tayyari jeet ki! (preparing to win)
• Today’s 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! (preparing to win)

6. HSITORY OF BONVITA LIT CHAMP
Specially formulated drink for 2 – 5 year olds
Launched in 2008, Bournvita Li'l Champs is a
milk additive product. It has been specially
formulated with scientifically proven
ingredients like DHA & Whey protein, making
it ideal for children between the formative
years of 2 to 5 yrs.

7. BRANDING STRATEGY FOR BOURNVITA
• Branding Strategy: - Strategy execution is very
simple; Bournvita is much emphasizing on
‘Vitamin D’ esp. for calcium. Such thing may be
give negative impact towards brand because it is
directly influence on milk. And, consumers are
consuming milk since over many years & milk
having calcium which makes us healthy, strong
bones as well as also keep body strong. The TVC
is clearly shown that child will not be getting
calcium from milk if he/she will not consume
Bournvita.

8. ADVERTISEMENT HISTORY FOR
BOURNVITA
• Cadbury Bournvita, with its popular chocolate taste, and its latest
offering,Cadbury Bournvita 5 Star Magic, leveraging the rich
chocolate andcaramel flavour of Cadbury 5 Star.Cadbury Bournvita
advertising has moved with the times to reflect the changing needs
of the consumers. During the '70s the communication centered on
'Good upbringing' and Bournvita became an essential building block
for childhood. "Goodness that grows with you" was the campaign
idea that communicated this thought
• In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with
the more aggressive "Brought up right, Bournvita bright" campaign ,
which was very successful during its time. In the early '90s all
brands in the category provided purely physical benefits like
nourishment, energy and growth. It was at this time that Bournvita
decided to raise the bar by promising physical and mental benefits.
This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign
which became an anthem for the brand

9. ADVERSITEMENT
• Our Advertising: NEW
• Tayyari jeet ki! (preparing to win)
• http://www.youtube.com/watch?v=6lihcOZOB
t0 old add may be in 90s
• http://www.youtube.com/watch?v=kaGuTt8C
c44 new add 2011