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    2 Sem Final Project: Soumik Sengupta 2019-0307-0001-0007

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    Soumik Sengupta
    This document summarizes information about the FMCG sector in India, Bournvita chocolate drink, and its marketing strategies. It notes that the FMCG sector in India is expected to grow 9-10% in 2020. It provides details about Bournvita such as its launch in 1949 and current 17% market share. It performs a SWOT analysis and discusses its segmentation, targeting, positioning, product life cycle, and distribution channels. It concludes that Bournvita's social media strategy is effective but it could improve its online identity consistency.

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    2 Sem Final Project: Soumik Sengupta 2019-0307-0001-0007

    Uploaded by

    Soumik Sengupta
    36 views9 pages
    This document summarizes information about the FMCG sector in India, Bournvita chocolate drink, and its marketing strategies. It notes that the FMCG sector in India is expected to grow 9-10% in 2020. It provides details about Bournvita such as its launch in 1949 and current 17% market share. It performs a SWOT analysis and discusses its segmentation, targeting, positioning, product life cycle, and distribution channels. It concludes that Bournvita's social media strategy is effective but it could improve its online identity consistency.

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    2019030700010007

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    This document summarizes information about the FMCG sector in India, Bournvita chocolate drink, and its marketing strategies. It notes that the FMCG sector in India is expected to grow 9-10% in 2020. It provides details about Bournvita such as its launch in 1949 and current 17% market share. It performs a SWOT analysis and discusses its segmentation, targeting, positioning, product life cycle, and distribution channels. It concludes that Bournvita's social media strategy is effective but it could improve its online identity consistency.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    36 views9 pages

    2 Sem Final Project: Soumik Sengupta 2019-0307-0001-0007

    Uploaded by

    Soumik Sengupta
    This document summarizes information about the FMCG sector in India, Bournvita chocolate drink, and its marketing strategies. It notes that the FMCG sector in India is expected to grow 9-10% in 2020. It provides details about Bournvita such as its launch in 1949 and current 17% market share. It performs a SWOT analysis and discusses its segmentation, targeting, positioning, product life cycle, and distribution channels. It concludes that Bournvita's social media strategy is effective but it could improve its online identity consistency.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    2ND SEM FINAL

    PROJECT
    SOUMIK SENGUPTA
    2019-0307-0001-0007
    SECTOR INFORMATION
    • Fast moving consumer goods (FMCG) is the fourth largest sector in the
    Indian economy. There are three main segments in the sector – food and
    beverages, which accounts for 19 per cent of the sector; healthcare,
    which accounts for 31 per cent of the share; and household and personal
    care,  which accounts for the remaining 50 per cent share.
    • FMCG market is expected to grow at 9-10 per cent in 2020. FMCG’s
    urban segment grew by 8 per cent, whereas, its rural segment grew at 5
    per cent in the quarter ending September 2019, supported by moderate
    inflation, increase in private consumption and rural income.
    • Accounting for a revenue share of around 45 per cent, rural segment is a
    PRODUCT INFORMATION
    • Bournvita was launched in 1949
    • The name of the drink derived from bournville ,a village where
    Cadbury factory was situated
    • Cadbury bournvita also known as mondelez bournvita
    • Bournvita has always been top brown MFD in our country
    • Bournvita has market share of 17% in Indian market
    SWOT ANALYSIS OF BOURNVITA

    STRENGTH1
    1. CHOCOLATE FLAVOUR
    WEAKNESS
    2. NUTRITION
    1. LACK OF DIFFERENTIATION
    3. OWENED BY CADBURY
    4. MONDELEZ’S STRONG DISTRIBUTION
    CHANNEL

    THREAT
    OPPORTUNITIES 1. INTENSE COMPETITION
    1. EXTRA CARRICULAR ACTIVITY LIKE 2. HEALTH CONCIOUS PEOPLE
    SOCIAN CAMPAIGINING 3. TOO MANY SIMILAR PRODUCTS IN
    THE MARKET
    STP
    • SEGMENTATION
    BOURNVITA HAS SEGMENTED THEIR PRODUCT IN 5-16 YEARS CLUSTER WHICH IS A BIG POPULATION OF
    INDIA
    IT CONTAINS 84% CARBOHYDRATE
    • TARGET AUDIENCE
    MAINLY KIDS FROM AGE 5-16 ARE THEIR MAIN TARGET AUDIENCE AS KIDS LOVE CHOCOLATE AND
    CHOCOLATE DRINK,APART FROM THAT NUTRITION IS ALSO A FACTOR FOR CHOOSIN G TRGET
    AUDIENCE.
    • 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.
    PLC

    1.INTRO
    DUCTIO
    N
    2,GROWT
    • 1 2 3 4 H
    3.MATUR
    ITY
    4.DECLIN
    E
    DISTRIBUTION CHANNEL

    MANUFACTURER

    DISTRIBUTOR

    RETAILER

    CONSUMER
    CONCLUSION
    • Bournvita’s strength in their social media strategy is the way they put
    forward their branding, their tagline of ‘Tayaari Jeet Ki’ and the
    creation and promotion of original content. Another thing that I
    noticed is a minor identity crisis. While they are Cadbury
    Bournvita on Facebook and YouTube, they go with being Bournvita
    India on Twitter. Although it is a minor element against the larger
    picture, they should ideally stick to one online identity while working
    with SEO and branding

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