Sales management

SHORT TERM OBJECTIVE:

• To increase sales during the given period of sales promotion.

LONG TERM OBJECTIVES:

• To increase baseline sales of Bournvita
• To widen customer base
• To capture a larger market share in terms of revenue.

Holistic or Sustainable marketing

• Cadbury believes in that corporate social responsibility is at the heart of their success.
• good value and good business go hand in hand.
• CSR is a part of the company's heritage and the way they do things.
• Migratory birds stop over at Bangalore factory: Cadbury made continuous efforts to increase water conservation. Bangalore factory had constructed a check dam to store the rainwater. It also became a stopover location for migratory birds.
• Cocoa cultivation in India: Cadbury efforts have increased cocoa productivity and touched the lives of thousands of farmers.
• It also set up non-formal school set up for children of migrant workers in Baddi.

Analyzing business markets

• B2B- Business to Business refers to deals amid two deals whereas both clients and sellers are company owners.
• B2C- Business to Customer refers to deal amid company and end-user. 
• Bournvita is Company to Customer marketplace, whereas the brand undeviatingly allocating the product to the end-user.
• Cadbury has a easy allocation web through which  it reaches its customers. 

Branding

Branding strategy gave for Bournvita is nothing convoluted, Bournvita is far emphasizing on "Vitamin D"  exceptionally for Calcium. Such emphasis could give negative encounter towards the brand because it is undeviatingly affecting on milk. The TVC clearly undertakings that the youngster will not be becoming calcium from milk if he/she does not consume Bournvita. Cadbury Bournvita has adopted assorted methods to advance brand whereas it can craft up forceful brand fairness and loyalty. Brand fairness has come to be one of the most vital believed as brands are the heart of marketing and company strategy. Bournvita's mental fairness and strength is the product quality. A survey led displays that the brand Bournvita is observed to be 80% worth sensitive and of superior quality. Therefore for a good or superior quality customers are keen to wage a higher price. Bournvita quality is a bigger driver of sales than price. Brand fairness is exceedingly reliant on belief factor. Extra number of people who contemplate that the brand Bournvita is extremely trustworthy have suggested the brand to others. Therefore it extremely vital for a brand like Bournvita to craft client loyalty and uphold the belief that they have built. 

Segmentation, Positioning and Targeting

SEGMENTATION:

• Demographic 

Cadbury has segmented the marketplace for their flagship product "Bournvita" demographically. Bournvita has segmented its product on basis of period cluster that is 5-16. It is targeting one of the biggest customer clusters in India. Children give too far significance to condition and Cadbury has addressed both the things extremely well. Bournvita Li'l Champs formulated alongside scientifically proven ingredients like DHA & whey protein, came to be an flawless condition drink for children amid the formative years of 2 to 5 yrs.

• Behavioural

Benefits that the product offers are as follows :

proteins- 7 grams, 

fats- 2 grams,

Carbohydrates- 84 grams of which sugar is 70.3 grams.

Thus the major portion of the Bournvita i.e carbohydrates provides energy.

POSITIONING:

Positioning is the procedure by that the marketers endeavor to craft an picture or recognize in the minds of the target marketplaces for its produce, brand or organization. Bournvita has always positioned itself as a children drink and has been advancing itself that way. In 1970, brand positioned as a product that helps in good upbringing and utilized the tagline "goodness that grows alongside you." Across 80's concentrated modified from upbringing to intelligence. In 1990's the firm contacted it ought to focus on finished condition of the youngster and therefore modified its focus to body and mind. The brand utilized an acronym RDA, to underpin the condition positioning. The brand utilized a ingenious Nutritional meter to converse the RDA formula: 2 cups of Bournvita for balanced nutrition.

TARGETING:

• Most of the Cadbury's promotional activities are based on the children who influence their parents to buy Bournvita.
• Bournvita offers unique combination on health and taste. Thus it targeted mother's concern about their child's health and taste preferences. 
• It also attracted children with freebies and gifts time to time.

Promotion

ADVERTISING:

1970- The brand was positioned as a product that helps in good upbringing : "goodness that grows with you."

1980- Changed its focus from upbringing to intelligence : "Brought up right, Bournvita Bright."

1990- Again changed its focus to body and mind : "Tan ki shakti, Man ki shakti."

To reinforce the taste attribute, the brand used the cricketer Ajay Jadeja to endorse the brand and used the tagline " No Bournvita, No milk."

current millennium- The brand identified "confidence" as its core essence and uses the tagline " Do you have Bournvita confidence?"

PUBLIC RELATIONS:

• The company launched a television commercial show casing's Mirza transformation from a toddler to a tennis champ after the consumption of a new product, Bournvita Li'l Champs for age group of 2-5 years.

• Bournvita has also been attached to various quiz competition and has been promoting this event such that the brand has become synonymous with the quiz contest.

• Association with Cartoon Network- Power puff girls & dexter.

PERSONAL SELLING:

Not applicable to Cadbury Bournvita.


SALES PROMOTION:

In 1990s, a set of counters and dice were included free in each promotional pack.

The brand also came up with the scheme of extra Bournvita for the same price.

Distribution

• Distribution is the procedure of making a product or ability obtainable for use or consumption by a customer or company user, employing manage way, or employing indirect way alongside intermediaries. 
• Cadbury has a large allocation web in India, and is catering Bournvita to its clients in this network.
•  Bournvita has concerning 2100 distributors and concerning 450000 retailers. Finished customers of Bournvita are concerning 65 million. 
• Bournvita has been discovered in nearly all health stores, ability stores, super marketplaces and all retail stores that includes Reliance new, D-Mart, Large bazaar etc. 
• It has installed coolers at countless outlets to address the subject of product stability that helps in maintaining quality across summertime after there is a lot of heat.