The Marketing mix of Bournvita analyses the 4Ps of Bournvita’s marketing strategy, which includes the Product, Price, Place, and Promotion of Bournvita’s nutritional drink. Bournvita is a chocolate health drink segment, an established energy drink brand manufactured by its parent company, Cadbury. It was produced and marketed as a health drink for the first time in England in 1920. Bournvita solved one of the most vital problems of a mother by offering a drink for children that combines taste with healthy nutrients. Some of its rivals are-
- Complan
- Boost
- Horlicks
- Milo
About Bournvita
- Type: Malted and chocolate malt drink mixes.
- Industry: Food and beverage industry.
- Founded: 1920
- Founders: John Cadbury and George Cadbury.
- Headquarters: Bournville, Birmingham, England.
- Area served: Over 100 countries worldwide.
- Current CEO: Dirk Van de Put.
- Number of employees: over 10,000 employees worldwide.
- Major products: Bournvita Chocolate Malt Drink, Bournvita 5 Star Magic, and Bournvita Energy Drink.
Table of Contents
Bournvita Product Strategy:
Bournvita is marketed as a nutritional drink that is also a dietary supplement. It is a nutritious drink that nourishes children with flavor and good taste. Its original recipe included chocolate, malt, fresh eggs, and full-cream milk. Its ingredients include salt, minerals, sodium bicarbonate, permitted emulsifiers, vitamins, liquid glucose, milk solids, cocoa powder, sugar, and malt extract.
Its nutritional chart includes protein, vitamins B12, C, and A, folic acid, iron, calcium, niacin, thiamin, riboflavin, and pyridoxine. The target customers for this chocolate beverage are children to make them sharper and more robust. To maintain children’s interest in health drinks, Bournvita has offered flavor options.
As of 2023, Bournvita’s product mix is tailored to different consumer needs, mainly focusing on children’s nutrition (Source):
- Cadbury Bournvita 5 Star Magic: This variant combines chocolate with a unique caramel flavor, enriched with essential minerals, iron, and vitamins C & D.
- Cadbury’s Bournvita: The classic BournCadbury’sulation provides essential nutrients and aids bone development.
- Bournvita Li’l Champs: Designed for younger children, this variant includes high-quality protein and DHA Omega 3.
Bournvita is marketed as a nutritional drink and dietary supplement, with a recipe that includes ingredients like salt, minerals, sodium bicarbonate, permitted emulsifiers, vitamins, liquid glucose, milk solids, cocoa powder, sugar, and malt extract. Its nutritional profile boasts a range of vitamins and minerals, such as protein, vitamins B12, C, A, folic acid, iron, calcium, niacin, thiamin, riboflavin, and pyridoxine.
Bournvita Place Strategy
Bournvita is a trendy health-food product brand that has spread its network in various countries like North America, Europe, Togo, Benin, South Africa, Kenya, Ghana, Nigeria, Nepal, and India. Initially, the drink was made in England in 1920, but in 2008, its production was discontinued. In 1933, it was manufactured and later sold in Australian markets, and it entered the Indian market in 1948. Bournvita has an excellent reach to its customers through well-organized distribution and online advertising channels. It is available in most retail stores, supermarkets, provision stores, and medical stores.
Bournvita’s place strategy, essential for its market presence, includes the following elements:
- Bournvita and Market Penetration: Bournvita has successfully expanded its network to various countries globally, including North America, Europe, several African nations, Nepal, and India. This broad reach ensures its availability to a diverse customer base.
- Strong Distribution Network: Utilizing an efficient distribution channel, Bournvita is available in retail stores, supermarkets, provision stores, and medical shops, making it easily accessible to consumers.
- Indirect Sales Strategy: Bournvita uses an indirect sales approach involving distribution centers, wholesalers, and retailers to reach its consumers in different locations.
- Online Sales Presence: Bournvita has also established a presence on e-commerce websites to cater to the millennial market, allowing consumers to purchase its products online.
- Utilization of Parent Company’s Infrastructure: Leveraging its parent company’s strong brand presence and logistics support, Mondelez Company’sonal, Bournvita effectively reaches a wide audience.
Bournvita Pricing Strategy
Price is an essential aspect of a product, and although it is valid for various products regarding health and children, it does take a back seat. Bournvita is projected as a healthy drink with lots of vitamins and nutritional value that is important for children. It is the housewife who, in most cases, makes the purchase, and when it comes to children, she will not compromise on the product, irrespective of prices. Bournvita has adopted a higher price range than its competitors but has projected its product as having better nutritional values. This is the main reason for the success of its pricing policy. To combat the competitive prices of its competitors, it undertakes various schemes from time to time. Providing gifts like a chess game, plastic mugs,’ and extra products at the same prices are ways to control its pricing policy.
Bournvita’s pricing, promotional, and advertising strategy is crafted with a keen understanding of its target market and product position. Bournvita’s pricing reflects its high nutritional value, especially for children’s growth and development. This strategy focuses on the quality of the product rather than just cost-based pricing.
- Competitive pricing: Despite being a premium product, Bournvita is priced competitively within the health drink segment. This approach is critical in markets with intense competition and price-sensitive consumers.
- Psychological Pricing: Understanding the emotional aspect of purchasing health-related products for children, Bournvita employs psychological pricing. Parents are often willing to pay a higher price for products that promise better health and nutrition for their children.
- Promotional Pricing: Bournvita occasionally adopts promotional pricing strategies, offering discounts or bundled products to attract and retain customers. This tactic is particularly effective in driving sales and market penetration.
- Segmented Pricing: The brand also uses segmented pricing, where different variants like Bournvita Li’l Champs or Bournvita Five Star Magic are priced differently based on their unique offerings and target segments.
Bournvita’s pricing strategy balances maintaining a premium brand image and being accessible to its target market. The brand leverages its reputBournvita’suality to justify its price point while staying competitive in the mother, health, and nutrition segments.
Bournvita Promotion Strategy
A good advertising strategy and policy takes a brand forward as it increases awareness about the products in the minds of consumers. It has re-invented itself periodically regarding distribution, promotion, products, and packaging. Although its actual consumer is children, it has targeted women for promotional activities as it realizes that a mother is going to purchase this drink. In most of its commercials, the advertisers use the mother and her child. For better visibility, Bournvita has undertaken several promotional activities. It has been part of a quiz contest called Cadbury Bournvita Quiz Contest since 1972 as a live show, a radio show, and later as a prominent show on television.
Bournvita is also associated with a reality program on television titled Bournvita Confidence Academy. The brand has been distributing freebies as part of promotional activities to attract children. It has also associated itself with Cartoon Network through characters like Dexter and Powerpuff Girls. Former cricketer Ajay Jadeja has been its brand ambassador previously. The tagline of the Bournvita marketing strategy includes Upbringing to Intelligence, Good Upbringing, and Real Achievers who have grown up on Bournvita.
Some Recent Video ads and Print ads of Bournvita are:
THE BOY WHO FAILED – Bournvita | 45 secs – YouTube
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