Presentation on CBBE Model Of

Submitted To: Prof. Abhinava Singh

Brand Salience:
Depth of Brand Awareness: Ease of recognition and recall Prefer having milk with some health drink mixed with it. Whenever think of health drinks, the first name which comes to our mind is Bournvita Strength & clarity of category membership: Offers varieties Cadbury Bournvita, Cadbury Bournvita 5 star magic One of the oldest brand in India offering healthy drink

Cont.
Breadth of Brand awareness: Purchase Cosideration Think of purchasing Bournvita compared to any other health drinks in the market. Product Knowledge in Memory: Used To drink since childhood.

Performance:
Primary characteristics & secondary features: enduring symbol of mental and physical health ever since it was launched. Different Flavors Secondary Features: Beneficial for growth, enhanced nutrition, concentration. Contains DHA & Whey Protein for small children (Bournvita Lil champs)

Cont.
Product Reliability, Durability and serviceability trustworthy, never failed in terms of taste, quality and followed consistent taste . longer shelf life if stored properly in air-tight containers.

Cont..
Style and design : Shape of bottle for young and children for 2-5 differs

Price : At par compared to other health drink

Imagery:
User Profiles Consumed by both gender Affordable by middle class and above . Purchase & usage situation Product is available at all retail stores and local shops. Normally, consumed everyday and sometimes more than once. Mostly consumed at homes. Context is :Health drink mixed with milk.

Cont
History, Heritage & Experience - Drinking Bournvita From childhood - Used to drink hot , but sometimes make it chilled by putting glass in freezer - Used to watch Bournvita Quiz contest ,hosted by Derek O Brien

Judgments:
Brand Quality: Value: Obtained as Per money paid Satisfaction: Healthier and yummier. Brand Credibility: Trustworthiness: Trust is created since many years & advised to children for improving concentration & growth Likeability: Children sometimes eat without adding milk

Cont

Brand Consideration: No other choice when Bournvita is available. Brand Superiority: Though many schemes are available in market on different health drinks, Only Bournvita is preferred.

Feelings:
Warmth: Feel a sense of calm & peacefulness Fun: Cadbury Bournvita 5 star magic is very tasteful, and sometimes eat it without adding milk. Excitement: To re-energize after playing , cold glass of Bournvita is Preferred.

Brand Resonance:
Behavioral Loyalty: No other brand comes to mind while buying health drink. Attitudinal Attachment: Personally love. Sense of Community & Active Engagement: Facebook is one medium through it communicates benefits of Bournvita. Tayyari jeet ki! (preparing to win)