Marketing mix elements

PRODUCT:

Cadbury Bournvita is one of the most loved chocolate drinks around the world. Bournvita is a combination 2 words, Brown & Vita. Brown because it is brown in colour & Vita because it has lots of vitamins. It is a nutritional drink which acts as a dietary supplement providing nourishment along with good taste and flavours. Also for kids who detest milk in its pure state unless flavoured, this is an ideal drink.

Bournvitas nutritional facts:

1. Gives protein.
2. Provides Vitamin A, Vitamin C & Vitamin B12.
3. Contains Calcium, Iron and Folic acid.
4.  It also provides our body with Niacin, pyridoxine, Riboflavin, & Thiamin which is very essential for the proper working of our nervous system.

PRICE:

Normally. price is the most important element in deciding the fate of any product. While purchasing any health drinks however, a housewife or a mother who is the ultimate buyer gives price secondary importance. She will carefully study the taste and nutritive values in the health drinks. Bournvita being one of the most expensive health drinks in the market (Rs.101 for 500gms), but still due its good taste and great nutritive values it has captured the majority of the market. 

PROMOTION:

Bournvita always comes with consumer promotion activities from time to time. e.g giving free gifts like plastic mugs, chess games or ludo etc. They also came up with the scheme of extra Bournvita for the same price. The ads had very cleverly promoted this drink for intelligent school kids through organizing the famous Bournvita Quiz Contest between different schools. 

• Television commercials
• Association with Cartoon Network- Power Puff Girls & Dexter.
• In-house Advertising-

1.  Bournvita Confidence Academy (Reality Show).
2. Bournvita Quiz Contest hosted by Derek O'Brien.
3. Bournvita general knowledge book. 

PLACE:

The distribution pattern followed by Cadbury Bournvita is more or less same as the traditional channel of distribution. The company has a total consumer base of over 65mn. Besides use of IT to improve distribution logistics, Cadbury is also attempting to improve distribution quality. To address the issues of product stability, it has installed coolers at several outlets. This helps in maintaining consumption in summer, when sales usually dip due to the fact that the heat affects product quality and thereby off take.