Bournvita

Bournvita is a power brand. Bournvita was launched in 1948 and is one of the oldest brand in the malted beverages segment. The brand is a market leader in the Brown health drink segment with a market share of over 17 %.

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.

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.

Its also interesting to see how this brand has evolved over these years.In 1970s t he brand was positioned as a product that helps in good upbringing. The brand used the tagline : Goodness t hat 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 a marconym 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.

The brand also set up a Bournvita Nutritional Center where nutrition experts...