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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)