Bournvita A Power Brand

INTRODUCTION
Starting from 1948, when it first set its foot on the Indian Shores, Cadbury Bournvita had a lustrous journey through the times, and emerged as a market leader in the brown health drink segment with a market share of 15%, as per a recent business standard survey. Communication, as we all know, has always been the integral part of any marketing activity and brand Bournvita has also resorted to a plethora integrated marketing communicational techniques over the time, through which it has made its ground, positioned and repositioned itself to become more relevant with time and withstand competition and emerge with flying colours. In this report, we have tried to find out how Bournvita used integrated marketing communications for brand building and personality development and tried to assess the consumers degree of brand loyalty towards Bournvita and to find out what other factors apart from IMC have played their part in generating the loyalty. In doing so, we went through both primary and secondary research procedure, to find how the brand has moved from good upbringing to intelligence to overall health bundled with the rich chocolate taste which has been at the top of the palette for its consumers, their segmentation strategies, their targeted audience and the mix of the 4Ps of marketing. Through laddering exercise we tried found out what a consumer looks at whilst buying a health drink wherein parameters like tastes good with milk, flavour, nutritive value etc come into play. A survey was conducted order to find out the extent of these parameters playing their part in the purchase, the preference of mind ,the awareness about the brand, from tagline identification to knowledge about their promotional activities, loyalty and effect of the Ps. The results revealed that Bournvita scores highest in preference and loyalty with the individuals opinion gaining the supreme whilst buying this drink which scores highest in taste but scores a second to its closest competitor Horlicks on attributes like being nutritious and being a food supplement. Bournvita also lags in case of tagline identification to boost and Milo. Same holds for packaging identification as well. Bournvita seem to have been addressing these issues through their communicational strategies wherein they are now talking about their nutritional benefits like having Vitamin D and improving on their packaging. On the personality front, Bournvita comes out to be a reliable brand which is focussed and confident as well and this goes well with Bournvita emphasizing on having Bournvita confidence. Considering the findings, Bournvita seem to need a brand ambassador for easier recall, coupled with reinforcing advertisements emphasizing on the nutritional benefits (can do it by showing researchers and doctors) with special emphasis on R&D so as to improve its perception on nutrition. Additionally they also need to consider the idea of having something for the freebie loving consumer and gaining the ability of ready consumption without milk, like that of its closest competitors.

Executive Summary
Project Title: Customer satisfaction on Bournvita Area of the product : Cadbury Area of the Working : Project duration :5 months ( October,2013 February,2014 ) Project done by: name

Background
Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the name of Cadbury-Fry (India). Cadbury Bournvita was launched in the same year. It is among the oldest brands in the Malt Based Food/Malt Food category with a rich heritage and has always been known for its best nutritive values, combined with great taste to aid growth and all round development and at the same time alluring to the palette. In this context it may be meaningful to mention that throughout its history, it can be seen that Cadbury Bournvita has continuously evolved itself in terms of product, packaging, promotion and distribution. The Cadbury pedigree and rich brand legacy has helped the brand maintain its headship position and image over the last 50 years.

The brand is a market leader in the Brown health drink segment with a market share of over 15% according to Business Standard which is an indicator to the fact that Cadbury's - true to its reputation has managed to sustain this brand over years. The brand has sustained because of Cadbury's investment in the brand and also ensuring that the brand changed in with times. Bournvita is a chocolate flavoured health drink. When the brand was introduced in the market, it tried to solve a perpetual problem that mother's face: a need for a healthy food which is tasty. Bournvita offered that unique combination of health and taste. It is also interesting to see how this brand has evolved over these years.

Positioning and repositioning through taglines: In 1970s the brand was positioned as a product that helps in good upbringing. The brand used the tagline: Goodness that Grows with You. During 1980's the brand changed its focus from Upbringing to Intelligence. The tagline was changed to: Brought up Right, Bournvita Bright.

In 1990's the brand felt that it should be focusing on the overall health of the kid and thus changed its focus on Body and Mind with the famous tagline: Tan Ki Shakti, Man Ki Shakti. During 1998, the brand faced intense competition from Milo from Nestle. At this time, the brown health food drink segment was facing issues of stagnation because of lack of value addition. Bournvita then changed its positioning on the health platform. The brand used amarconym RDA (Recommended Dietary Allowance) to reinforce the health positioning. The brand used a clever Nutritional meter to communicate the RDA formula: 2 cups of Bournvita for balanced nutrition. The brand also set up a Bournvita Nutritional Centre where nutrition experts recommended the right RDA percentage to kids. The brand at that time used the cricketer Ajay Jadeja to endorse the brand. The brand also harped on the taste and used the tagline "No BournvitaNo Milk to reinforce the taste attribute. The brand over the years realized that every kid have a chance to excel in his chosen field of endeavour if he have confidence. The brand now uses the tagline "Do you have BournvitaConfidence ". In the Brown beverages segment, Bournvita faces intense competition from Boost. In order to defend the leadership position, Bournvita has invested heavily in product development, advertising and sales promotion. In the product development front, Bournvita had significantly changed its packaging and the latest pack is inspired by Boost. Along with packaging changes, the brand also had come out with a new variant: Bournvita FivestarMagic. The new variant has the unique chocolate with caramel flavour of Cadbury's Five star. The brand is using the brand association with Five Star as a key differentiator.

Literature Review
Aaker, D.A., 1995, Strategic Market Management 4 thed. New York, John Wiley. Anderson, H. & Jacobsen P.Q., 2000.

Creating Loyality: Its strategic importance in your customer strategy. In S.A. Brown, ed., Customer relationship management, Ontario, John Wiley, 2000, pp. 55-67. Anton, J., 1996, customer relationship.

Management: Making hard decisions with soft numbers, upper saddle river, and prentice-hall. Bansal, S. & Gupta, G., 2001, Building Customer Loyality Business-to Business Commerce. In J.N. Sheth, A. Partivyar & G. Shainmash, ads., Customer Relationship Management. New Delhi, Tata McGraw-Hill, 2001, pp. 3-25. Bowen, J.T. & Chen, S.L., May 2001.

The Relationship between Customer Loyality and Customer Satisfaction, International Journal of Contemporary Hospital Management, pp.213-217, Clarke, K., 2001, what price on loyality when a Brand Switch is just a click away?

Qualitive Market Research: An International Journal, 4(3), pp. 160-168. Clark, M., 1997.

Modelling the impact of Customer- Employee Relationship on Customer Retention Rates in a Major UK Retail Bank, Management Decisions, 35(4), pp. 293-301. Codwell, ., 2001.

Charcteristics of a Good Customer Satisfaction Survey. In J.N. Sheth, A. parvatiyar & G. Shainesh, eds., Customer Relationship Management, New Delhi, Tata McGraw-Hill, pp. 193-199. Day, G.S., 1994.

OBJECTIVE OF THE STUDY

1) The main objective is to know the satisfaction level of consumers of the Cadbury Bournvita 2) To know the likes & dislikes of the customers of Cadbury Bournvita 3) To fulfil the desires or choices of the customers of Cadbury Bournvita 4) To know the requirements of the customers according to their need of the Health drink 5) To know the impression of Cadbury bournvita in the views of the customers 6) To know the number of respondents using Cadbury Bournvita and those not using 7) To know the reason behind their decision to buy the Cadbury Bournvita or the reason behind their decision not to buy the Cadbury Bournvita 8) To know the satisfaction level of after sales service of the Cadbury bournvita

Methodology
Primary Research: The primary research will be carried out in adherence to this framework and will

have a qualitative research component and a quantitative research component. The qualitative research will involve laddering and for quantitative research a questionnaire h as been designed. Methods of collecting primary data particularly in survey and descriptive researches are: 1. Observation Method. 2. Interview Methods. 3. Through Questionnaires.

4. Through schedules.

Limitations of the study

Every study conducted may have certain shortcoming and this project is also a similar case. A few errors have crept in despite of best efforts to avoid them but this is expected that still study and findings are very much relevant. The first limitation is that the accuracy of the project and conclusion is totally dependent on the accuracy of data collected and data analysis.

Due to time constraint the survey is confirmed to measures. The respondents were selected randomly and therefore might not be a true representation of total consumers due to such a large universe.

Over projections by the respondent to impress the surveyor is also possible.

The recommendation is given totally based on the information collected through questionnaires and personal interviews.

Each man defers from another. A consumer not only defers from on another, but also has varying degrees of feeling about the same products, object or phenomenon from time to time. It thus becomes very difficult to generalize the finding of any market research study. Hence one of the major problems is that of GENERALIZATION.

Chapter Planning
CHAPTRER 1 : Introduction CHAPTRER 2 : Conceptual Framework CHAPTRER 3 : Presentation Analysis CHAPTRER 4 : Conclusion and Recommendations CHAPTRER 5: Limitations of the study

Conceptual Background.
While western markets remain challenging for malt- and chocolate-based drinks, there has been growth in this area in developing markets, notably in China and India where malt drinks have long been drunk as a substitute for milk. Now, stronge economic growth in these markets is seeing middle class consumers trading up to added-value hot drinks. The 82,000 tone, malted food drink segment can be divided Into White Beverages and Brown Beverages. White Beverages account for 65% of the sales of the total market. Brown Beverages account for the balance 35% of the market. Cadbury's Bournvita dominates this segment. Other players in the segment are Boost (SBCH), Milo (Nestle) and Maltova(SBCH).India, the world's largest malt-based drinks market, accounts for 22% of world's retail volume sales. In India, malt-based drinks are traditionally consumed as milk substitutes and are marketed as a nutritious drink. Such drinks are principally targeted at older consumers, the young and the sick. Sales growth has been assisted in recent years by improved retail and distribution networks and demographic factors, namely a large consumer base in the children's and youth market. India also recorded the highest growth (53% in US$ terms) of any market between 1998and 2003, primarily as a result of consumers trading up to value-added products. Major global players such as GlaxoSmithKline, Cadbury Schweppes and Nestl are present in India. Cadbury Worldwide Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. We are currently the world's No.1 confectionery and biscuit company. We are also the world s second-largest food company with sales in approximately 160 countries. We employ approximately 140,000 people. With an incredible brand portfolio, we contrive to make a delicious difference, today and everyday.

Heritage: We have come a long way since J.L Kraft started selling cheese from a horse drawn wagon in 1903. Hard work, imagination and commitment to bring the world its favorite foods has helped us grow into a company that touches more than a billion people in 160 countries. Everyday. One at a time.

Our Global Reach Approximately $50 billion in revenues 25%+ of global revenue from emerging markets #1 in global confectionery #1 in global biscuits More than 50% of global revenue from snacks and confectionery Our Brand Portfolio 11 brands with more than $1 billion in revenue 70+ brands with more than $100 million in revenue 40+ brands over 100 years old 80% revenue from #1 share positions

Analysis of findings and interpretation:

Ques 1. Is Bournvita Important for You ?

Tabular Repersentation: Particulars

Yes No

Frequency
50 20

Percentage (%)
71.00% 29.00%

Graphical presentation:

Total 70 customers

Yes No

Interpretation - Out of 70, 50 customers (i.e. 71 % customers) said that bounvita is important for their body. And 20 customers (i.e. 29 % customers) said they are not sure whether the bounvita is not important for their body.

Ques-2 How many times you drink bournvita in a day?

Tabular Repersentation: Daily Usage

once Twice More than twice

Frequency
8 38 4

Percentage (%)
16.00% 76.00% 8.00%

Graphical presentation:

80% 70% 0% 50% 0% 30% 20% 10% 0% Once Twice More than twice

Interpretation - Out of 50 customers 76% said that they drink bournvita twice a day & 16% said they drink only once in a day. Means most of the customers drink bournvita twice a day.

Ques-3 Do you prefer 5 star flavour of bournvita ?

Tabular Repersentation: Flavour of Bournvita

5 Star Chocolate

Frequency
43 7

Percentage (%)
86.00% 14.00%

Graphical presentation:

90% 80% 70% 0% 50% 0% 30% 20% 10% 0%

Yes

No

Interpretation - Out of 50,43(86%) customers preferred to 5 star flavour of bournvita & rest 7 (14%) do not prefer 5 star flavour of bournvita instead they prefer normal chocolate flavour of bournvita.

Ques-4 Which brand you are currently using?

Tabular Repersentation: Brand in Use

Bournvita Horlicks Complan Boost Maltova

Frequency
19 19 5 6 1

Percentage (%)
38.00% 38.00% 10.00% 12.00% 2.00%

Graphical presentation:
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Bournvita Horlicks Complan Boost maltova 10% 12% 2% 38% 38%

Interpretation - in this Question 38% Customers said they are using Bournvita, 32% answer for Horlicks, 10% for Complan, 6% for Milo, 12% for Boost & Only 2% for Maltova.

Ques-5 Why do you like Bournvita?

Tabular Repersentation: Reasons

Taste Price Availability Quality Packaging Nutrition

Frequency
12 4 2 26 2 4

Percentage (%)
24.00% 8.00% 4.00% 52.00% 4.00% 8.00%

Graphical presentation:
60% 50% 40% 30% 20% 10%

0% Taste Price Availability Quality Packaging Nutrition

Interpretation -

In this Question 24% Customers said they like Bournvita because of its taste , 8% Customers said they like Bournvita because of its low price, 4% Customers said they like Bournvita because of its easy availability, 52% Customers said they like Bournvita because of its superior quality, 4% Customers said they like Bournvita because of its attractive Packaging, 8% Customers said they like Bournvita because of its Healthy Nutrition

Ques 6- Do Bournvitas advertisements attract you?

Tabular Repersentation: Particulars

Yes No

Frequency
42 8

Percentage (%)
84.00% 16.00%

Graphical presentation:

90% 80% 70% 0% 50% 0% 30% 20% 10% 0% Yes no

Interpretation -

In

this

question 84%

customers said

that

advertisements of Bournvita attract them & influence them to purchase & 16% said that advertisements of Bournvita failed to attract them.

Presentation of findings and conclusion for laddering method

The responses were received from the respondents was analysed to form an A-C-V chain where A stands for attributes C stands for consequences and V stands for values. The ACVS are organized in the following table where similar values, attributes and consequences have been grouped together. They help us in understanding the factors considered before buying a health drink and consumers perception about Bournvita.

Bournvita

Good with milk

Nutritiou s

Tasty

Satisfies Taste buds

Improves Health

Improve s Fitness

Improves Quality of life

Improves Performa nce

Helps in achieving success

Stay Happy

Attributes 1. Good with milk 2. Tasty 3. nutritious

Consequences 1. Satisfies Taste buds 2. Improves health 3. Improves fitness

Values 1. Improves quality of life 2. Helps in achieving success 3. Stay happy

CONCLUSION & RECOMMENDATION

Conclusion
As the customer is considered to be the king of the market, this fact is very much true for the liquid food drink industries. It is very important on the part of the organization to learn customer behaviour in order to increase their sale and create a good brand image in the minds of the customer. From the survey carried out and after data analyses of the information obtain it can be concluded that people are aware of different brands of health drink. Most of the customers prefer to use 1 glass a day as it is convenient in both way in terms of quantity and notorious. Brand name is consider as an important factor while purchasing a health drink and in which Bournvita of health drink is most preferred brand name among the customer. It is also concluded that Television has played a vital role in spreading awareness of various health drink brands. Many people also consider the quality and hygiene maintain by the company. It is also found that price plays an important role in any product but service also plays equal importance in success of any product. All the information gathered during this survey and after analysing it properly one come to only one conclusion that liquid food drink industries has a great scope in future.

Recommendations
1. Since herein through our research we have found that the brands having a brand ambassador possess greater recall (Boost performs exceptionally well as compared to Bournvita), hence Bournvita can go in for a brand ambassador. 2. Should also concentrate on the section of the audience whose buying decision is influenced by the freebies provided along with a product, if that becomes the norm of the day due to its competitors. 3. Should focus more on reinforcing advertisements stating nutritional facts supported by researchers and doctors as it is seen that the consumer preference tends to look out for these aspects whilst forming perceptions about the nutritional value of the offering. 4. Should invest more in R&D in order to come up with a product which has more nutritional values as currently the consumer perception is that Horlicks leads on the nutritional aspect (as found out form the laddering exercise conducted). 5. Bournvita should also focus on readily consumable product as milk is not available at all times and its closest competitors have this attribute which makes them consumable even with water.

Limitations of the study

Every study conducted may have certain shortcoming and this project is also a similar case. A few errors have crept in despite of best efforts to avoid them but this is expected that still study and findings are very much relevant.

The first limitation is that the accuracy of the project and conclusion is totally dependent on the accuracy of data collected and data analysis.

Due to time constraint the survey is confirmed to measures. The respondents were selected randomly and therefore might not be a true representation of total consumers due to such a large universe.

Over projections by the respondent to impress the surveyor is also possible.

The recommendation is given totally based on the information collected through questionnaires and personal interviews.

Each man defers from another. A consumer not only defers from on another, but also has varying degrees of feeling about the same products, object or phenomenon from time to time. It thus becomes very difficult to generalize the finding of any market research study. Hence one of the major problems is that of GENERALIZATION.

BIBLIOGRAPHY
BOOK REFERRED:1. Prajati.

SEARCH ENGINES: www.google.com www.scribd.com/doc/49343512/38698764-Bournvita-Project-Report www.slideshare.net/abhiaura/bournvita1

Supervisors Certificate
This is to certify that Ms. ANKITA BAHETI a student of B.com. Honours in Accounting & Finance of TARA DEVI HARAKHCHAND KANKARIA JAIN COLLEGE under the university of Calcutta has worked under my supervision and guidance for his/her project work and prepared a project report with the title CUSTOMER SATISFACTION : A CASE STUDY ON HEALTH DRINK BOURNVITA .This project report, which she is submitting, is her genuine and original work to the best of my knowledge.

Place: KOLKATA Date: Designation: ASSISTANT PROFESSOR

Signature: Name: CHAITALI PAL

Name of the college: TARA DEVI HARAKHCHAND KANKARIA JAIN COLLEGE

Students Declaration
I hereby declare that the project work with the title CUSTOMER SATISFACTION : A CASE STUDY ON HEALTH DRINK BOURNVITA submitted by me for the partial fulfilment of the degree of B.Com. Honours in Accounting & Finance under the University/Institution for the fulfilment of the requirement for any course of study. I also declare that no chapter of this manuscript in whole or in part has been incorporated in this report from any earlier work done by others or by me. However, extracts of any literature which has been used for this report has been duly acknowledged providing details of such literature in the references.

Place: KOLKATA Date:

Signature: Name: ANKITA BAHETI Address: 31, G.T. Road (North), HOWRAH-1 Registration No.: Roll No.:1235-51-0005

Annexture
Date: Q.No. Dear Sir/Madam, I am the student of B.Com (H) 3rd Year of T.H.K. Jain College for the purpose of completion of my graduation course. I am conducting a project to know your satisfaction about. Kindly extend your co-operation in filling this questionnaire for doing this project successfully. A word about yourself NAME: ADDEESS: SEX: ( ) MALE ( ) FEMALE AGE: ( ) 18-25 ( ) 26-30 ( ) 31-40 ( ) ABOVE 40 OCCUPATION: SALARY: ( ) <100000 ( ) 100000-150000 ( ) 150000-200000 ( ) 200000-300000 ( ) 300000>

Questionnaire
_________________________ Occupation: Name: Age: Mobile No.: _________________________ Sex: _________________________ M/F _______________

1. Do you take any health drink? ( ) Yes ( ) No

2. Which health drink do you prefer? ( ) Bournvita ( ) Complan ( ) Horlicks ( ) Any other ( ) Boost

3. How often do you consume? ( ) Once a day ( ) Weekly ( ) Twice a day ( ) Occasionally

4. What is your quantity of purchase for a month? ( ) 250 gm ( ) 1 kg ( ) 500 gm ( ) More than 1 kg

5. How do you prefer your health drink? ( ) Cold ( ) Hot ( ) Moderate

6. How do you find the taste? ( ) Good ( ) Better ( ) Best ( ) Satisfactory

7. From where do you purchase your health drink? ( ) Retailer ( ) Cafeteria ( ) Wholesaler ( ) Others

8. At what age did you start taking health drink? ( ) 3-5 ( ) 10 - 15 ( ) 5- 10

( ) 15 and above

9. What is the availability of product? ( ) Regular ( ) Irregular

( ) Not available at all

10.How do you come to know about the product? ( ) Television ( ) Magazine ( ) Display at retail outlet ( ) News Paper ( ) Family and Friends ( ) Any other

11.How do you find the advertisement of the company for production of product? ( ) Good ( ) Best ( ) Better ( ) Satisfactory

12.Are you influenced by advertisement? ( ) Yes ( ) No

13.What is the general quantity that you take in a health drink? ( ) 1 Tea-Spoon ( ) 3 Tea-Spoon ( ) 2 Tea-Spoon ( ) more than 3 Tea-Spoon

14.What improvement do you want? ( ) Reduction in price ( ) Change in Taste ( ) Attractive Packing ( ) None

15.Are you satisfied with your drink? ( ) Yes ( ) No