Let vigour and vitality prevail!
Brand
Bournvita has survived the onslaught of myriad next generation nourishment products over the years. Needless to say, the brand acquired a life of its own and became so powerful that growing-kids have almost become synonymous with it. In fact, the Cadbury Bournvita Quiz Contest, which went on-air in April 1972, is India’s longest running national school quiz contest. With a lineage like that in the country, small wonder that the brown energy drink continues to be immensely popular, despite stiff competition from Horlicks in the category. By far one of the most successful products of Cadbury in the county, Bournvita, can easily make it to the list of one the most trusted brands in India. Consequently, the brand has jumped to better its last years ranking of 87 and find a place at 79 amongst the list of India’s 100 most valuable brands. Once positioned as a child care drink, Bournvita changed tack with changing market dynamics and Cadbury has now positioned it as an everyday energy drink for hard working and active people. Established as a ‘chocolate drink’, Bournvita is more popular among children and young adults (prospective target audiences). Competition in the form of GSK Horlicks as well as Boost have been able to take some market share away from the product, however Bournvita still enjoys a niche in the milk beverage market.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Brand
Bournvita has survived the onslaught of myriad next generation nourishment products over the years. Needless to say, the brand acquired a life of its own and became so powerful that growing-kids have almost become synonymous with it. In fact, the Cadbury Bournvita Quiz Contest, which went on-air in April 1972, is India’s longest running national school quiz contest. With a lineage like that in the country, small wonder that the brown energy drink continues to be immensely popular, despite stiff competition from Horlicks in the category. By far one of the most successful products of Cadbury in the county, Bournvita, can easily make it to the list of one the most trusted brands in India. Consequently, the brand has jumped to better its last years ranking of 87 and find a place at 79 amongst the list of India’s 100 most valuable brands. Once positioned as a child care drink, Bournvita changed tack with changing market dynamics and Cadbury has now positioned it as an everyday energy drink for hard working and active people. Established as a ‘chocolate drink’, Bournvita is more popular among children and young adults (prospective target audiences). Competition in the form of GSK Horlicks as well as Boost have been able to take some market share away from the product, however Bournvita still enjoys a niche in the milk beverage market.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read More:-The Sunday Indian - Greatest News weekly
http://iipm-news.spaces.live.com/
http://pankajnegiz.spaces.live.com/
http://iipminternational.spaces.live.com/
http://iipm-iipmschool.spaces.live.com/
No comments:
Post a Comment