Account Planning- Media Ethnography

Ankur Dixit

Noushadya S

Pratik Betai

Tanvi Talati

About the company

• Cadbury Bournvita is a brand of chocolate malt drink of MondelezInternational.

• The brand is a market leader in the brown health drink segment with a market share of over 17%.

• The brand also faces severe competition from Boost of GlaxoSmithKline

• The chocolate drink is also available in chocolate-caramel flavour called Cadbury Bournvita 5 star magic and special formulation for children called Bournvita Li’l Champs

1970’s

• Positioned as a product that helps in good upbringing.

• Tagline : Goodness that Grows with You.

1980's

• Changed its focus from Upbringing to Intelligence.

• Tagline: Brought Up Right, Bournvita Bright.

1998

• Intense competition from Milo from Nestle.

• Changed its positioning on the health platform.

1999• Relaunched in March 1999 with ‘RDA balanced formula’.

2006

• Reality show—the Bournvita confidence champion— which was aired on Sony in

2006.”

2013• ‘Tayaari Jeet ki’ Campaign- Focus on Physical and mental strength

Tayyari jeet ki

• The campaign was launched in April 2013 with a thematic film that showcased the

story of a mother who instils in her son the habit of winning.

• https://www.youtube.com/watch?v=Kwmcz2uZxSg

• The second TVC was launched in December 2013 which is about a mother inculcating

good habits in her child.

• https://www.youtube.com/watch?v=X-AjhsxqVVk&list=PLZInFYnCNxBnHihVbKpEAvawN4J3PjRov

• Both the TVCs talk about every mother’s dream of her kid’s success. She is constantly

striving to help her kid achieve and win

Target audience

“Mothers of kids between the age group 6 and 15”

• The brand has shifted its focus from kids to mothers for this campaign

• Mothers are targeted, since they are the decision makers when it comes to buying groceries

Insight

“Parents are no longer just bystanders, but partners in their child’s journey”

Media Ethnography of Parenthood

• Newspapers and magazines that are women-centric (Dinamalar, Tamil newspaper, Woman’s era magazine, etc)

• Articles on ‘parents being the reason behind obesity amongst children’.

• Importance of giving liberty of choice to children when it comes to career

• Parents are responsible to catalyze their child’s talent properly by looking at what their child actually wants.

• Parents being role models for their children- builds confidence and motivation.

Snapshots of the articles referred

The article talks about why children prefer playing and how parents can be role models for their children. Children tend to believe what their parents do.