Bournvita is one of the major players in the Rs 4000
crore (2011) Indian Health Drink market. This market is expected to be Rs 8000
crores by 2016. The brand has a market share of around 16% according to
Business Standard whereas Horlicks enjoys 51% share. The brand was favoured by
kids who liked the chocolate flavoured drinks. It owns almost 40% share in brown malt health drinks. Cadbury has been
nurturing the brand, focusing on kids and their affinity towards good taste.
The brand got initial traction in the market by focusing on the chocolate
taste. It further reinforced the taste factor. It was launched in 1948 and is
one of the oldest brands in malted drink segment.
When the brand was launched, it focused on mother’s
problem of providing the healthy and the tasty food. Its initial launch
proposition was based on health and taste. In 1970s, the brand focused on
upbringing and repositioned on functional benefit of ‘goodness’ with a tagline -
“Goodness that grows with you”. In 1980s, the brand changed the focus from
upbringing to intelligence and had the tagline “Brought up Right, Bournvita
Bright”. 90s saw the brand talking about overall health and development with
tagline “Tan ki shakti, Man ki shakti”.
In 1998, Bournvita changed the positioning on nutrition
and focused on RDA formulae with proposition of 2 cups of Bournvita for
balanced nutrition. It also set up brand property titled Bournvita
Nutritional Center where nutrition experts recommended the right RDA
percentage to kids.
Later the brand went for a laddering exercise and brought in the concept
of confidence. This was backed the laddering up with the creation of Bournvita
Confidence Academy. The brand professed the concept of "Prepare to Win"
proposition. The brand adopted the tagline "Tayari Jeet Ki " or
Preparing to Win. The proposition focused on physical energy and endurance. Besides
the change in positioning, the brand's primary target audience also changed.
Rather than focusing on kids, the brand directly began addressing the Mother.
Kids began to play the supporting role in the advertisement.
Bournvita is one of the major players in the Rs 4000
crore (2011) Indian Health Drink market. This market is expected to be Rs 8000
crores by 2016. The brand has a market share of around 16% according to
Business Standard whereas Horlicks enjoys 51% share. The brand was favoured by
kids who liked the chocolate flavoured drinks. It owns almost 40% share in brown malt health drinks. Cadbury has been
nurturing the brand, focusing on kids and their affinity towards good taste.
The brand got initial traction in the market by focusing on the chocolate
taste. It further reinforced the taste factor. It was launched in 1948 and is
one of the oldest brands in malted drink segment.
When the brand was launched, it focused on mother’s
problem of providing the healthy and the tasty food. Its initial launch
proposition was based on health and taste. In 1970s, the brand focused on
upbringing and repositioned on functional benefit of ‘goodness’ with a tagline -
“Goodness that grows with you”. In 1980s, the brand changed the focus from
upbringing to intelligence and had the tagline “Brought up Right, Bournvita
Bright”. 90s saw the brand talking about overall health and development with
tagline “Tan ki shakti, Man ki shakti”.
In 1998, Bournvita changed the positioning on nutrition
and focused on RDA formulae with proposition of 2 cups of Bournvita for
balanced nutrition. It also set up brand property titled Bournvita
Nutritional Center where nutrition experts recommended the right RDA
percentage to kids.
Later the brand went for a laddering exercise and brought in the concept
of confidence. This was backed the laddering up with the creation of Bournvita
Confidence Academy. The brand professed the concept of "Prepare to Win"
proposition. The brand adopted the tagline "Tayari Jeet Ki " or
Preparing to Win. The proposition focused on physical energy and endurance. Besides
the change in positioning, the brand's primary target audience also changed.
Rather than focusing on kids, the brand directly began addressing the Mother.
Kids began to play the supporting role in the advertisement.
2011 saw a marked difference in the positioning of Bournvita. The brand
began drifting away from confidence based positioning and laddered down again. The
brand discarded everything it did in the past and began talking like Horlicks.
In the campaign, the brand began talking about calcium with the tagline "Badhaye
Doodh Ki Shakthi" which was strikingly the same as the latest Horlicks
campaign. This platform did not find resonance with audience as the brand was
totally out of synch with this platform. Bournvita suffered because it ditched
its earlier positioning in favor of the Milk based positioning. For the first
time, the communication did not have kids, the prime users of the brand. The absence
of kids in the ads and focus on ingredients marked a major shift in the
marketing strategy of Bournvita.
Again in March 2013 brand went back to the positioning of “Tayyari
Jeet ki”, however there was a paradigm shift in the tonality of the
advertisement. The communication showed a mother and son racing through the
woods with the mom winning this race. This makes the child more determined to
win and the mother challenges him by not giving him any leniency. The mother
tells the story through the voice over. She says, “Mere bete ko jeet ki aadat
tab lagegi jab woh mujhe harayega” The final scene shows the son winning
the race against the mother while she looks satisfied. One sees the actual
product only in the end which indicates they are selling the idea of the drink
as much as the drink itself. The whole concept of progress rather than win was
appealing. The distinctiveness of this communication lies with the manner in
which the mother has been portrayed in the communication. She is modern and believes
in leading by example. She is a woman who is involved in the upbringing of her
child in every possible way. The current positioning has found greater
acceptance among consumers and brand is yet again on the growth path.
