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.