Published by MBA Skool Team, Last Updated: January 31, 2021
Marketing Strategy of Cadbury’s Bournvita analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Cadbury’s Bournvita marketing mix, help the brand succeed in the market.
Cadbury’s Bournvita marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Cadbury’s Bournvita Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Cadbury’s Bournvita marketing strategy can be explained as follows:
Cadbury’s Bournvita is one of the world’s leading chocolate flavoured malt health drink which can be taken with milk. It is branded as a nutritional drink as well as dietary supplement and consists of full-cream milk, malt, wheat, soy, fresh eggs which are considered to be the most essential nutrients needed for a complete growth of a child. The chocolate present in Bournvita acts as an added advantage to attract children with its sweet flavour. Over the years it has launched several variants as a part of its marketing mix product portfolio. Bournvita has launched several products to attract the consumers and those are: Cadbury's Bournvita, 5 Star, Little Champs.
Image: company website
Cadbury’s Bournvita Price/Pricing Strategy:
Below is the pricing strategy in Cadbury’s Bournvita marketing strategy:
Bournvita takes pride in using best of the best ingredients to produce all of its health drinks and this leads to a complex problem of delivering high value at competitive prices.
This is why it's products are priced with respect to the value it brings to consumers. Some of the products which are specifically designed are priced a bit higher than its competitors and other products are on par with the competitors. They believe that when it comes to taking care of their kid’s nourishment, parents don’t look at the price tag. They want the best for their children and there is nothing better than these products.
Cadbury’s Bournvita Place & Distribution Strategy:
Following is the distribution strategy in the Cadbury’s Bournvita marketing mix:
Bournvita follows an indirect sales strategy to reach consumers at all geographic locations. It involves distribution centres, wholesalers, retailers and kirana stores. It uses the strong brand presence and logistics support of its parent company to reach to the masses.
Bournvita has also collaborated with e-commerce websites to sell its products online to reach the millennials as they prefer to order their household groceries online.
The promotional and advertising strategy in the Cadbury’s Bournvita marketing strategy is as follows:
Bournvita, backed by its parent Cadbury, uses all channels of communication like TVCs, prints ads, online advertising, OOH etc. It has organised several drives to create awareness among the masses about nutritional requirements of kids at a tender age and how it affects their growth in future. They have organised various competitions for schools kids like Bournvita Quiz Contest, Scholar Contest etc. It has also launched several ads narrating the stories of determination, hard work and the need for nutrition as 3 pillars of support for success by depicting mother-son relationships which connects to the masses. Bournvita has also collaborated with educational platforms like Byjus as a medium of integrated branding. This enables it's products to connect more with the millennials who believe that a healthy mind leads to success in various fields like academics and sports which their kids are going to pursue. Hence this completes the Bournvita marketing mix.
Bournvita is a brand of chocolate malt health drinks manufactured by Cadbury which is a subsidiary of Mondelez International. It was developed in England in the late 1920s and was branded as a health drink which provides adequate nourishment for children.
It has markets all over the world and was first sold in India in 1948. Bournvita has positioned itself as a giant in chocolate health drink segment by utilising the strong emotions of the people which are connected with its parent brand Cadbury.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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