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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 during 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 to
provide the best nutrition to aid growth and all round
development.
Throughout it's 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 50 years.
The Journey:
The brand has been an enduring symbol of mental and physical
health ever since it was launched in 1948. It is hardly surprising
then, that Bournvita enjoys a major presence in the Malt Food
market. Given its market share of 17%, Cadbury Bournvita
reaches across hundreds of cities, towns and villages through
3,50,000 outlets in India.
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 now 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.
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.
In the new millennium, keeping pace with the evolving mindsets
of the new age consumers, Cadbury Bournvita is about arming
consumers with Confidence to take on physical and mental
challenges that nobody else can, resulting in one of the most
successful advertising campaigns which is based on 'Real
Achievers who have grown up on Bournvita'.
Cadbury Worldwide
Cadbury India is a fully owned subsidy of Kraft Foods Inc. The
combination of Kraft Foods and Cadbury creates a global
powerhouse in snacks, confectionery and quick meals. We are
currently the world's No.1 confectionery and biscuit company. We
are also the world’s second-largest food company with sales in
approximately 160 countries. We employ approximately 140,000
people.
With an incredible brand portfolio, we contrive to make a delicious
difference, today and everyday.
Heritage:
We have come a long way since J.L Kraft started selling cheese
from a horse drawn wagon in 1903. Hard work, imagination and
commitment to bring the world its favorite foods has helped us
grow into a company that touches more than a billion people in
160 countries. Everyday. One at a time.
Our Global Reach
Approximately $50 billion in revenues
25%+ of global revenue from emerging markets
#1 in global confectionery
#1 in global biscuits
More than 50% of global revenue from snacks and
confectionery
Our Brand Portfolio
11 brands with more than $1 billion in revenue
70+ brands with more than $100 million in revenue
40+ brands over 100 years old
80% revenue from #1 share positions
Who we are
Consumers inspire us.
To make today delicious, we begin with our consumers.
We listen, we watch and we learn.
We understand their joys and their challenges because we’re
consumers too.
What we do
We make delicious foods you can feel good about.
Whether watching your weight or preparing to celebrate, grabbing
a quick bite or sitting down to family night, we pour our hearts
into creating foods that are wholesome and delicious.
Our reach
We believe we can make a delicious difference, everywhere.
We’re constantly looking for fresh ideas to improve our
workplace, our partnerships, our communities and our world.
How we behave – Our Values
We understand that actions speak louder than words, so at Kraft
Foods:
We inspire trust.
We act like owners.
We keep it simple.
We are open and inclusive.
We tell it like it is.
We lead from the head and the heart.
We discuss. We decide. We deliver.
How we grow.
We focus on creating sustainable, profitable growth. And our
strategies guide our efforts:
Build a high performing organization
Reframe our categories
Exploit our sales capabilities
Drive down costs … without compromising quality
About our people.
It takes great people to make great brands. Our approximately
140,000 diverse employees around the world are the reason we
succeed
PRODUCT CLASSIFICATION
CHOCOLATE
SNACKS
BEVERAGES
CANDY
GUMS
Core Purpose
"Working together to create brands people
love" captures the spirit of what we are trying to
achieve as a business. We collaborate and work as
teams to convert products into brands
Vision
To align with our core purpose, Cadbury India
has defined its Vision as "Life Full of Cadbury and
Cadbury Full of Life".
Cadbury India will participate in many spaces of consumer life
through a cache of
product offerings - be it chocolates or snacks or gum.
We believe that work and fun can co-exist beautifully. Therefore
at Cadbury
India, it's all about work hard, play harder!. We bring moments of
delight to our
consumers everyday and every time. Therefore, we strongly
believe that the people
who create these products should also have fun while doing so.
Cadbury Bournvita was launched in year
1948. It is among the oldest brands in the Malt
Based Food / Malt Food category with a rich heritage
and has always been known to provide the best
nutrition to aid growth and all round development.
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 50 years.
The brand has been an enduring symbol of mental and physical
health ever
since it was launched in 1948. It is hardly surprising then, that
Bournvita enjoys a major
presence in the Malt Food market. Given its market share of 17%,
Cadbury Bournvita
reaches across hundreds of cities, towns and villages through
3,50,000 outlets in India.
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 now 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 flavor 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.
In the new millennium, keeping pace with the evolving mindsets
of the new age consumers, Cadbury Bournvita is about arming
consumers with Confidence to take on physical and mental
challenges that nobody else can, resulting in one of the most
successful advertising campaigns which is based on 'Real
Achievers who have grown up on Bournvita'.
Product Details
Ingredients:
Malt extract, sugar, cocoa powder, milk solids, liquid glucose,
vitamins, permitted emulsifiers, sodium bicarbonate, mineral &
salt.
Bournvita’s nutritional facts:
1) Gives protein.
2) Provides Vitamin A, Vitamin C & Vitamin B12.
3) Contains Calcium, Iron & Folic Acid.
4) It also provides our body with Niacin, pyridoxine,
Riboflavin, & Thaimin which is very essential for the
proper working of our nervous system.
Cadbury now offers two options to capture this appeal: Cadbury
Bournvita super
charger, with its popular chocolate taste, and its latest offering,
Cadbury Bournvita 5
Star Magic, leveraging the rich chocolate and caramel flavor of
Cadbury 5 Star.
Marketing Practices
This is a brand that has sustained over time and competition.
Cadbury's - true to its
reputation has managed to sustain this brand over these years.
The brand has
sustained because of Cadbury's invested in the brand and also
ensured that the brand
changed in tune with the times Cadbury brought this product
when there was selling
concept prevailing and not so much importance given to
marketing but it started
marketing its product using advertising and promotions.
Marketing practices includes
· Segmenting strategy
· Defining the key target audience
· Positioning
· Place
· Promotion
Segmenting strategy
Cadbury has segmented the market for their flagship product
“Bournvita”
demographically. It has segmented the market on the bases of
age group; it is targeting
children aged between 5 to16 yrs of age. It is targetingone of the
biggest consumer
groups in India. Bournvita is
a chocolate flavored healthdrink. In this segment the
children give too much
importance to taste and their
parents give importance to
health and Cadbury has
addressed both the things
very well. Thus it builds a
bridge between mom and the child. And moreover with all the
fringe benefits coming
with Bournvita keeps it the most favorite drink of the child and
the mom. When the
brand was introduced in the market, it tried to solve a perennial
problem that mother's
face: a need for a healthy food which is tasty. Bournvita offered
that unique combination
of health and taste.
To attract this segment Cadbury has taken many initiatives like
· Bournvita quiz contest
· Bournvita confidence academy
· All India junior badminton tournament
Latest focus on confidence is a smart move by the brand.
Confidence is something that
every kid looks forward to.
Defining key audience
Most of the promos are targeted at children who coerce their
parents into
purchasing the brand. Brand loyalties are very strong as the key
target audience;
children are always looking for the change. Bournvita is a
chocolate flavored health
drink. When the brand
was introduced in the
market, it tried to
solve a perennial
problem that mother's
face: a need for a
healthy food which is
tasty. Bournvita
offered that unique
combination of health
and taste.
Thus it
targeted the mothers concern about her child's eating habits and
used the 'Nutrition
Meter' as an interesting device to communicate the RDA formula -
" 2 Cups of
Bournvita for Balanced Nutrition". To further target the child
section it has offered
many freebies and gifts from time to time.
Positioning
In marketing, positioning has come to mean the process by
which
marketers try to create an image or identity in the minds of their
target market for its
product, brand, or organization. It is the 'relative competitive
comparison' their
product occupies in a given market as perceived by the target
market.
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 thus changed its focus on Body and Mind.
The brand also took
Energy as a main focus and thus evolved the famous VO (voice
over): "Bournvita has
proteins, minerals and carbohydrates”. Along came the famous
tagline: Tan Ki Shakthi,
Man Ki Shakthi. During 1998, the brand faced intense competition
from Milo from
Nestle. At this time, the brown health food drink segment was
facing issues of
stagnation because of lack of value addition. Bournvita then
changed its positioning on
the health platform. The brand used an acronym RDA
(Recommended Dietary
Allowance) to reinforce the health positioning. The brand used a
clever Nutritional meter
to communicate the RDA formula: 2 cups of Bournvita for
balanced nutrition.
Place
Cadbury is catering Bournvita to its consumer through out India
through its vast
distribution channel. Bournvita is available in various medical
stores, provision stores,
super markets and all retail stores.
Promotion
“An activity designed to boost the sales of a product or service. It
may include an
advertising campaign, increased PR activity, a free-sample
campaign, offering free gifts
or trading stamps, arranging demonstrations or exhibitions,
setting up competitions with
attractive prizes, temporary price reductions, door-to-door calling,
telemarketing, and
personal letters on other methods”.
The objectives that are met by promoting are to move the target
market through
the following phases:
Unawareness -> Awareness -> Beliefs/Knowledge ->
Attitude -> Purchase Intention -> Purchase
It is believed that consumers cannot skip over a phase, but they
need to move
through them. Promotion is used to move the target market from
one phase to another
to finally purchase.
Bournvita has invested heavily in product development,
advertising and sales
promotion. In the product development front, Bournvita had
significantly changed its
packaging and the latest pack is inspired by Boost. Along with
packaging changes, the
brand also had come out with a new variant: Bournvita Fivestar
Magic. The new variant
has the unique chocolate with caramel flavor of Cadbury's
Fivestar. The brand is using
the brand association with Five Star as a key differentiator. All
these years, Bournvita
has used taste as a consistent theme to attract the kids. The
FiveStar Magic variant
further reinforced this positioning. In the advertising campaigns,
Bournvita has always
been a heavy spender. Bournvita is running two different
campaigns for Bournvita: one
campaign for the Bournvita Fivestar Magic and another one
featuring Bournvita
Confidence Academy.
In the sales promotion front also, the brand was active with
its share of freebies and gifts. The association with Cartoon
Network enabled this brand to use the famous characters
like Powerpuff girls and Dexter to the brand's advantage
Focus on Confidence is a smart move by Cadbury to promote its
brand BOURNVITA.
Its arch rival Boost has built itself on the energy platform and
recently has gained
headway using Sachin. Hence to counter Boost, Bournvita needed
to own an important
differentiation point. Confidence is something that every kid looks
forward to. By
featuring real whiz kids, the brand has been able to create an
impact in the Target
group.
Bournvita always comes up with consumer promotion
activities from time to time e.g. giving free gifts like
plastic mugs, kitchen appliance, chess game or ludo
etc. Recently they decided to target school children by
offering attractive mugs with cartoon characters
design on it. They also come up with the scheme of
extra Bournvita for the same price.
Taglines of Bournvita
In early 1990s Cadbury reentered the health drink market with
Bournvita, the product of
essential vitamins and minerals with memorable campaigns
based on the 'Tan ki
Shakti, Man ki Shakti'. The next big breakthrough happened in
1999 when the brand
was re-launched with a new RDA Balanced Formula. The brand
was re-launched with
a completely new identity in 2001. Bournvita has a unique taste
that combines the
goodness of malt and chocolate. It gives the child physical and
mental alertness
resulting in a healthy body and an active mind. In 2001 Bournvita,
complete with new
packaging and design was re-launched. A loyalty programme, in
the form of a Bournvita
Nutrition Centre, dedicated to counseling mothers on her child's
daily nutritional needs
was opened. Cadbury Bournvita has been advertising since the
1970s. In the early
years the positioning centred on 'Good upbringing' with Bournvita
being an essential
building block for children. In the 1980-82 years it was 'Goodness
that grows with
you'. By 1987, it had become the more aggressive 'Brought up
right, Bournvita bright'.
In the last decade of the 20th Century, competition between
children was becoming
intense and Bournvita was there with its 'Extra energy to stay
ahead'. In the 1992-
95 period 'Shakti har din ke champion ki' (Energy for the everyday
champion) was
its payoff line. In 2000, 'Bournvita poshan, sahi poshan' (Bournvita
nutrition, right
nutrition) encouraged consumption. In the following year
'Confidence kuch kar
dikhane ka' (Confidence to achieve) became the reason to buy.
The current Cadbury
Bournvita positioning suggests that it contains specific ingredients
that augment stamina
and concentration in children.
Bournvita Quiz Contest
Bournvita Quiz contest or Cadbury Bournvita Quiz Contest is one
of the most
famous quiz contests in India. It was first held in 1972. It is a
contest sponsored by
Cadbury India. Initially it was a quiz contest which was held in the
cities across the
length and breadth of India. But
later it became a radio and then a
television show . The mastermind
behind this show is Derek O Brien
who conducts this quiz show with
great aplomb. Bournvita Quiz
Contest is a respected name
amongst the quizzing fraternity of
India. This quiz contest is at
present one of the longest running
shows in Indian television and is
immensely popular among the
school kids of India as well as
quiz enthusiasts of all ages. This show enjoys unparalleled
popularity and has made
quizzing the nation’s most popular events after one day cricket.
The fact this quiz
contest reaches out to a million students to 4,800 schools in India
is a testimony to the
iconic statue enjoyed by this quiz contest.
Confidence Academy
In the current millennium, the brand has moved to the next level.
In the typical
laddering up strategy, Bournvita has identified Confidence as its
Core Brand Essence.
The brand realized that every kid have a chance to excel in his
chosen field of
Endeavour if he have confidence. The realization has enabled the
brand to chalk out the
current marketing strategy. The brand now uses the tagline “Do
you have Bournvita
Confidence ".
Bournvita Confidence Academy is not a
School but a reality show. The show which
premiered on July 2007 in the Pogo channel is
different from the usual reality shows. The show
features 7 kids who have exceptional talents in
various fields like dancing, racing, singing, magic,
studies etc. In the reality show, these kids to act as
Gurus and is expected to teach each other skills. So
you have a magic whiz kid learning to sing. The point
is that "You Need Confidence" to venture into unknown fields
In a first of its kind initiative, young prodigies’ confidence is being
put to a whole
new challenge on Pogo TV with the launch of an innovative reality
show “Bournvita
Confidence Academy”.
Debuting at 12pm Sunday (July 15, 2007), the program will
showcase seven young
prodigies from all across India. The programme is scheduled to air
on this Sunday prime
slot for 13 weeks.
These young prodigies excel in their skills and are confident to
showcase it. However,
the BIG CHALLENGE in the Bournvita Confidence Academy will be
that part pants will
not be rated on the performance of their own skill, but on the skill
that they will learn
from their peers! - So you have the magician singing, the racer
dancing, etc.
The seven selected achievers who have made it to the Academy
are:
1. Magician – Karun Krishnan from Bangalore (Winner of All India
Magic
Competition Amateur. He has performed in over 3500 shows)
2. Rajasthani Folk Singer – Ashraf Khan from Rajasthan (A
National Child
Award winner 2004-2005, he has performed internationally)
3. Actor – Aditi R from Bangalore (A film and theatre actor, has
acted in
more than 15 documentaries, awarded Special Jury Golden Cairo
Award in
the International film festival in Cairo 2005. Her first feature film
won best
children’s film from the Government of Karnataka - Candy
House/Mithaye-
Mane)
4. Santoor Player - Rhitam Bhattacharya from Kolkatta (comes
from a long
line of musicians, Plays in the Maihan Gharana style.
5. Dancer (contemporary) – Kabir Aurora from Mumbai (A dancer
with
Shiamak's junior dance company. He has performed at PAKA 04
and 05,
Filmfare awards etc)
6. Go Karter - Nikhil Kashyap from Bangalore (National Level Go
Carting
Champion (Junior) 2004, National Titan Grand Prix 2005 Runner
Up)
7. Academis – Ameetosri Basu from Kolkatta (Double promoted
from class
5 to class 7)
Bournvita All India Junior Badminton Championship
The old adage, "Confidence is the first requisite to great
undertakings" can't hold
more relevance than today - in this age of convergence and
competition. And this
famous line once again stands the test of time, as Cadbury
Bournvita brings together
Young Champs from all over the country for an exciting All India
Junior Badminton
Tournament being held in Chennai from May 26th -31st. 2007.
The tournament is organized by the Express Shuttle Club and
recognized by the
Badminton Association of India. It features players from various
states in India who will
vie for the top slot in their respective
categories. The finals of the championship
will held on May 31st, 4 pm.
Commenting on the association,
Sanjay Purohit, Director, Marketing,
Cadbury India said, "Cadbury Bournvita is
among the most loved and trusted brands in
the country. With the extra physical and
mental energy that Bournvita provides, youngsters have the
confidence to take on the
world and actualize their innate potential. Our association with
this tournament aims to
recognize and reward champions who through their achievements
embody the
Bournvita brand values."
"We are delighted that Cadbury Bournvita has supported this
tournament. We
hope that many more corporate emulate Cadbury" Sanjeev
Sachdeva, organizing
secretary, All India Junior Badminton Tournament.
Cadbury Bournvita has been an enduring symbol of mental and
physical health
ever since it was launched in 1948. It is hardly surprising then,
that Bournvita has
enjoyed a long association with sports. In the 1980 Moscow
Olympics, Cadbury
Bournvita was the official health drink for the Indian team. In the
new millennium,
keeping pace with the evolving mindsets of the new age
consumers, Cadbury Bournvita
is about arming consumers with Confidence to take on physical
and mental challenges
that nobody else can, resulting in one of the most successful
advertising campaigns
which is based on 'Real Achievers who have grown up on
Bournvita'.
Cadbury Bournvita Jugalbandi
Extending its confidence challenge strategy, Cadbury Bournvita
has launched a
new commercial titled ‘Bournvita Folk’. The TVC showcases an
interesting ‘jugalbandi’
between talents from a metro and small town.
O&M is the creative agency behind the TVC, with ECD Abhijit
Avasthi and
Creative Director Manoj Shetty having worked on its creative
execution. Infiniti
Production House has produced the film, while Vishal
Mangalorekar has directed it.
Speaking on the thought process and the brief given by the client,
Shetty
explained, “For more than three years, we have been
appropriating ‘confidence’ as the
benefit derived from Bournvita. Over the last two years, we had
moved to a testimonial
format that depicted real achievers from the ‘Bournvita
Confidence Academy’ show who
have carved out a niche for themselves at a very young age. So,
the current TVC is a
creative attempt at making the ‘testimonial format’ more
engaging and exciting for
young consumers. Research and initial responses indicate that it
has worked very well.”
The TVC features Kabir Arora, a student of Shiamak Davar, and
Ashraf Khan, a
folk singer. Incidentally, the two boys were also finalists at the
‘Bournvita Confidence
Academy’ show on Pogo. The TVC begins with Arora practising his
Western dance
steps, and is suddenly intervened by Khan who challenges him to
dance to the tune of
his folk lyrics and music. The film then flows through an
interesting jugalbandi between
the two.
Q.1 Is Health drink Important for You ?
82%
6% 12%
Total - 50 customers
yes No
Not sure
Interpretation:- Out of 50, 82% customers said that health drinks
are important for their body. And 12% customers said they are
not sure whether the health drinks are important or not for their
body.
Ques-2 How many times you drink milk in a day?
Once Twice More than twice0%
10%
20%
30%
40%
50%
60%
70%
80%
Interpretation:- Out of 50 customers 76% said that they drink milk
twice a day & 16% said they drink only once in a day. Means most
of the customers drink milk twice a day.
Ques-3 Do you prefer flavored milk?
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Interpretation:- Out of 50,43(86%) customers preferred to
flavored milk& rest 7 (14%) do not prefer flavored milk.
Ques-4 Which malt beverage brand you have already heard
about?
Bournvita Horlicks Complan Boost Maltova Milo0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Interpretation:-When this Question asked from the customers, Out
of 50, 48 customers said that they have heard about
Bournvita ,Horlicks & Boost. And 38 said they have heard about
complain & milo heard by 35 customers & Maltova by 17
customers only.
Ques-6 Which brand you have already tried?
Bournvita Complan Horlicks Milo Boost Maltova0
5
10
15
20
25
30
35
40
45
50
Interpretation:- In this question 42 customers said they have
already tried Bournvita,38 said they have tried Complan, but only
12 customers have tried maltova.
Ques-7 Which brand you are currently using?
Bournvita Horlicks Complan Boost maltova0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
38% 36%
10% 12%
2%
Interpretation:- in this Question 38% Customers said they are
using Bournvita, 32% answer for Horlicks, 10% for Complan, 6%
for Milo, 12% for Boost & Only 2% for Maltova.
Ques-8 What are the reasons to switch over to another brand?
Price Flavor Availability Packaging Advertisement Nutresions0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Series 3Series 2Series 1
Interpretation:- In this Question 16% Customers said they have
switched to other brand Because of price, 40% said they have
switched Because of flavor, 4% answered in favour of availability
& Packaging, 28% answered for Advertisements, 8% answered for
Nutrition .
Ques-9 Why do you like Bournvita?
Taste Price Availability Quality Packaging Nutresions0%
10%
20%
30%
40%
50%
60%
Interpretation:- In this Question 24% Customers said they like
Bournvita because of its taste , 8% Customers said they like
Bournvirta because of its low price, 4% Customers said they like
Bournvita because of its easy availability, 52% Customers said
they like Bournvita because of its superior quality, 4% Customers
said they like Bournvita because of its attractive Packaging, 8%
Customers said they like Bournvita because of its Healthy
Nutrition
Q.10 Who is the decision influencer ?
30
12
35
Sales
kids your selfRetailersReference groups
Interpretation:- In this Question 30 customers said their kids
influence them to buy the particular brand, and 12 customers said
they purchase according to their choice. But only 3 customers are
buying according to the retailers.
Ques-11 Do Bournvita’s advertisements attract you?
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Series 1Series 2Series 3
Interpretation:- In this question 84% customers said that
advertisements of Bournvita attract them & influence them to
purchase & 16% said that advertisements of Bournvita failed to
attract them.
Ques-12 What are the factors which influence you the most while purchasing health drink?
Price Advertisement Taste Brand Name Nutresions Others0
5
10
15
20
25
30
35
40
45
50
32
18
37
26
22
8
+
Interpretation:- In this question 37 customers said taste is the most important factor for them, 32 customers said price is the most important factor for them, 26 customers said brand name is the most important factor for them, 22 customers said nutrition is the most important factor for them, 18 customers said Advertisement is the most important factor for them, 8 customers said there are some other factors which are most important for them.
Ques-13 If Bournvita provides you all such values that offers by other brands , will you swift to Bournvita?
Yes No0
10
20
30
40
50
60
70
80
Interpretation: in this question 80% of the customers said they are ready to shift to Bournvita if Bournvita will give all the values given by other brands to them, but rest 20% are not willing to change their brand .s
