Cadbury

YEAR :1998

TAGLINE: " No Bournvita No Milk

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.

CHANGE IN POSITIONING

MARCORNYM: RDA ( Recommended Dietary Allowance)

Bournvita then changed its positioning on the health platform. The brand used a marconym RDA ( Recommended Dietary Allowance) to reinforce the health positioning.

NUTRITIONAL METER

The brand used a clever Nutritional meter to communicate the

RDA formula : 2 cups of Bournvita for balanced nutrition.

The brand also set up a Bournvita Nutritional Center where nutrition experts recommended the right RDA percentage to kids. The brand at that time used the cricketer Ajay Jadeja to endorse the brand.

The brand also harped on the taste and used the tagline " No Bournvita No Milk " to reinforce the taste attribute

CURRENT MILLENIUM

TAGLINE: Do you have Bournvita Confidence

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 Fivestar Magic

In the Brown beverages segment, Bournvita faces intense competition from Boost. In order to defend the leadership position, 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 comeout with a new variant : Bournvita Fivestar Magic. The new variant has the unique...