CBBE

Presentation on

CBBE Model Of

Submitted To:Prof. Abhinava Singh

Brand Salience:

• Depth of Brand Awareness:– Ease of recognition and recall

• Prefer having milk with some health drink mixed with it. • Whenever think of health drinks, the first name which comes to our mind

is Bournvita Strength & clarity of category membership:

• Offers varieties Cadbury Bournvita, Cadbury Bournvita 5 star magic• One of the oldest brand in India offering healthy drink

Cont…….• Breadth of Brand awareness:

Purchase Cosideration– Think of purchasing Bournvita compared to any other health drinks

in the market. Product Knowledge in Memory:

– Used To drink since childhood.

Performance:

• Primary characteristics & secondary features:– enduring symbol of mental and physical health ever since it was launched.– Different Flavors

• Secondary Features:– Beneficial for growth, enhanced nutrition, concentration.– Contains DHA & Whey Protein for small children

(Bournvita L’il champs)

Cont….

• Product Reliability, Durability and serviceability– trustworthy, never failed in terms of taste, quality and followed consistent

taste .

– longer shelf life if stored properly in air-tight containers.

Cont…..

• Style and design :– Shape of bottle for young and children for 2-5 differs

• Price :• At par compared to other health drink

Imagery:

• User Profiles– Consumed by both gender– Affordable by middle class and above .

• Purchase & usage situation– Product is available at all retail stores and local shops.– Normally, consumed everyday and sometimes more than once.– Mostly consumed at homes.– Context is :Health drink mixed with milk.

Cont…

• History, Heritage & Experience- Drinking Bournvita From childhood - Used to drink hot , but sometimes make it chilled by putting glass in freezer- Used to watch Bournvita Quiz contest ,hosted by Derek O’ Brien

Judgments:

• Brand Quality:– Value: Obtained as Per money paid– Satisfaction: Healthier and yummier.

• Brand Credibility:– Trustworthiness: Trust is created since many years & advised to children for

improving concentration & growth– Likeability: Children sometimes eat without adding milk

Cont…

• Brand Consideration:– No other choice when Bournvita is available.

• Brand Superiority:– Though many schemes are available in market on different health drinks, Only

Bournvita is preferred.

Feelings:

• Warmth:– Feel a sense of calm & peacefulness

• Fun:– Cadbury Bournvita 5 star magic is very tasteful, and sometimes eat it without

adding milk.• Excitement:

– To re-energize after playing , cold glass of Bournvita is Preferred.

Brand Resonance:

• Behavioral Loyalty: – No other brand comes to mind while buying health drink.

• Attitudinal Attachment:– Personally love.

• Sense of Community & Active Engagement:– Facebook is one medium through it communicates benefits of Bournvita. – Tayyari jeet ki! (preparing to win)