Bournvita is i of the major players inwards the Rs 4000 crore Indian Health Drink market. The build has a marketplace position part of some 15% according to Business Standard. The build has been a darling for kids who liked the chocolate flavored drinks.
Cadbury has been nurturing the build good focusing on kids together with their affinity towards expert taste. The build got initial traction inwards the marketplace position past times focusing on the chocolate taste. It farther reinforced the gustation ingredient past times associating amongst its boyfriend build 5 Star.
Later the build went for a laddering do together with brought inwards the concept of confidence. The positioning worked actually good for the build since confidence was a rattling of import attribute every bit far every bit kids ( together with parents) are concerned. The build backed the laddering upward amongst the creation of Bournvita Confidence Academy together with followed it upward amongst a media blitzkrieg.
Later the build went for a laddering do together with brought inwards the concept of confidence. The positioning worked actually good for the build since confidence was a rattling of import attribute every bit far every bit kids ( together with parents) are concerned. The build backed the laddering upward amongst the creation of Bournvita Confidence Academy together with followed it upward amongst a media blitzkrieg.
2011 saw a marked deviation inwards the positioning of Bournvita. The build began drifting away from confidence based positioning. Early 2011 saw the build professing the concept of " Prepare to Win " proposition. The build adopted the tagline " Tayari Jeet Ki " important - Preparing to Win.
The ads were beautifully made together with explained the concept beautifully.
Watch the promotion hither : Bournvita Judo Ad.
Besides the modify inwards positioning, the brand's principal audience ( protagonist) likewise changed. Rather than focusing on Kids, the build direct began addressing the Mother. Kids began to play the supporting component inwards the advertisement. The build began to motion into the agency of Horlicks together with Complan where the principal graphic symbol inwards the campaigns are mothers together with non kids.
Now inwards belatedly 2011, the build made some other important modify inwards the positioning . The build discarded every affair it did inwards the past times together with began talking similar Horlicks. In the recent campaign, the build began talking almost calcium together with the script of the promotion is almost the re-create of Horlicks' ad. More over the build has forthwith the tagline " Badhaye Doodh Ki Shakthi " which is strikingly the same every bit the latest Horlicks campaign.
Watch the promotion hither : Bournvita Calcium
And compare it amongst Horlicks promotion here
I convey never seen anybody bespeak questions similar " Calcium ke liye kya karthe ho ? " , Vitamin C ke liye kya karthe ho ??? It looks totally out of synch amongst the characters inwards the TVC.
Am non certain whether it is sheer coincidence or a competitive move. What always it is both the brands volition endure because of the same talk. More importantly Bournvita volition endure the most because it ditched its before positioning inwards favor of the Milk based positioning.
Another interesting ingredient is that inwards the promotion , at that spot is no graphic symbol representing the user ie kids. It is i of those rare occasions where Bournvita ads are without kids.
The absence of kids inwards the ads together with focus on ingredients grade a major shift inwards the marketing strategy of Bournvita. By talking inwards the same linguistic communication of the marketplace position leader Horlicks, the build is trying to direct laid upward on Horlicks which commands to a greater extent than than 50% of the marketplace position hoping to expand its base. But this motion is at the expense of the positioning of Bournvita.
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