1 Introduction
Product: Bournvita
Bournvita has a unique taste which combines the goodness of malt and
chocolate. It gives the child physical and mental alertness resulting in a
healthy body and an active mind. In turn this gives the child the
confidence to succeed in life.
In 2001 Bournvita, complete with new packaging and design was re-
launched. It had many firsts. Bournvita introduced a pet jar (shifting
from the old glass bottle). It introduced shrink-sleeved packaging (from
the old jar labels). There was a complete re-design of the logo. A loyalty
programme, in the form of a Bournvita Nutrition Centre, dedicated to
counselling mothers on her child's daily nutritional needs was opened. It
was Bournvita's way of showing it cared.
Brand Values:
The core values of the brand have been mental alertness and physical fitness for children who
consume Bournvita daily. This layered with the great Cadbury chocolate taste has made the
brand distinct from other offerings in the consumers mind.
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Facts:
Cadbury Bournvita won an ABBY for its
press campaign - 'No Bournvita. No Milk'.
Bournvita was the official health drink for
the Indian team for the 1980 Moscow
Olympics.
The Bournvita Quiz Contest is India's longest
running national school quiz.
Product : Horlicks
Put a couple of tablespoons full into a mug. Add
warm water or milk and you’re ready to enjoy a
drink that’s tasty and nourishing. Add ice cubes,
cold milk or water to reconstituted Horlicks and
it turns into a delicious, thirst quenching drink
on a hot afternoon. That is why Horlicks is
considered to be ‘the great nourisher’ for the
entire family. The medical credentials and
heritage of the brand have reinforced the image of the brand for years.
Junior Horlicks, a specialist brand for little children. Mother’s Horlicks, a special nourisher for
pregnant and breast feeding mothers, and Horlicks Biscuits are the other forms in which the
brand is available. A selection of flavours – including chocolate, vanilla and honey – allow
consumers to enjoy the nourishing goodness of Horlicks in a variety of delicious ways.
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Brand values:
Horlicks has always been a brand that stands for good health and nourishment through a
wholesome, natural product. A commitment towards product quality and reinforcement of
essential nutrients has won over the trust of generations of mothers.
The brand gives them the reassurance that they seek in caring for their family. Family bonding is
at the heart of Horlicks’ brand values. This, in turn reinforces Horlicks’ image as a caring and
trusted brand.
Facts:
Horlicks was first invented to substitute milk as baby food.
In India, 2 billion cups of Horlicks are drunk every year.
People on special diet, including liquid diet or any diet devised for gastric disorders,
can benefit from the nutritional convenience of Horlicks.
Product: Boost
Boost is a malt-based drink in chocolate flavour, with
the brand philosophy being to continuously innovate
and pioneer changes in the category. In 2002, the brand
created history by re-launching Boost with 'Power
Boosters™', a completely different product from any
other HFD. The New Boost contains copper and biotin,
in addition to its extant composition of vitamins and
minerals. Two serves of New Boost (approximately 30
gms) as per the CODEX Alimentarius Commission of
the World Health Organisation, 1995, provide 50% of the daily requirement of Vitamin B1, B2,
B6, B12, A, C, D, Niacin, Pantothenic acid, Biotin, Folic acid, Copper and Iron and 25% of
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Calcium. The vitamins and minerals not only provide adequate energy for the consumer they
also help in the efficient working of body cells (by releasing energy from food), formulation of
healthy blood and make bones stronger. This re-launch has helped Boost capture the position of
number one brown HFD in India.
Brand values:
The personality of the Boost brand is distinctly sporty and energetic and everything - from the
tone of communication to packaging - is done to reflect this vibrant energy. Today, the colour
red and 'Boost is the secret of my energy' have become synonymous with the brand.
Facts:
Boost has a household penetration of 40%-45% in several cities and towns in South
India, the brand's stronghold. In towns like Chennai and Madurai this penetration
exceeds 50% among SEC A and B households and 40% among all households.
Sachin Tendulkar appeared in a Boost advertisement for the first time at the age of
seventeen.
The kid, who starred in the Boost advertisement with Kapil Dev, went on to become a
member of the Indian cricket team - Nikhil Chopra.
There is a range of interesting products prepared with Boost which cater to local
tastes: the Boost 'barfis', for example, in certain parts of South India.
Boost has the highest frequency of purchase among all brown powders in India
(Source: IMRB Household Panel).Boost is the fastest growing brand (2003 over
2002) among the top five Health Food Drinks in India.
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Product: Complan
Enriched with 23 vital nutrients in balanced proportion Complan is an ideal nutritional
supplement for children in its target segment of four to fourteen years. It is Heinz’s constant
endeavour to upgrade Complan’s formulation as per the latest d evelopments in nutritional
sciences and the changing requirements of growing children.
Complan – the Complete Planned Food in a Drink – is formulated as per the World Health
Organisation (WHO) guidelines suggested for growing children.
Milk protein, which has superior digestibility properties, contains all essential amino acids
balanced to perfection and hence is the ideal engine for growth. It is also a superior source of
energy and meets the WHO guidelines of energy requirement from proteins. It provides more
energy (429kcal/100 gms) than any other major brand in this category. 20% of Complan is
protein and 100% of it is derived form natural milk. No other brand can match this claim.
To extend the goodness of Com plan and make it available to children any time, the brand was
also conceived in a biscuit form. Complan Crunch Timers biscuits have nourishment sandwiched
in their cream centres and are a delightful anywhere bite.
Brand Values:
Complan, with a history going back half a century, is the Gold Standard in children’s nutrition
and one of India’s heritage brands. The brand takes its job of delivering nutrition to growing
children seriously and has built enormous credibility over the years.
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Heinz is committed to ensuring that Complan continues to meet the stringent demands its
consumers make on it. This perhaps, explains why Complan continues to be the Gold Standard.
It is one of the few brands in the MFD category in India to have uniformly spread across the
country indicating its acceptability across regions and socio-economic strata.
Facts:
Complan was formulated in Britain, as an ideal nutritional supplement for soldiers
wounded on the frontlines in World War II.
The brand name Complan is derived from the product statement Complete
Planned Food.
The current Bollywood heartthrob Aftab Shivdasani was a Complan Boy.
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2 Literature Review
2.1 What is a Brand?
“A brand is a distinguishing name and/or symbol intended to identify the goods or services of
either one seller or a group of sellers, and to differentiate those goods or services from those of
competitors.”
- David Aaker
Professor of Marketing Strategy
Haas School of Business
In tangible terms, a brand is a name, logo, jingle, slogan, package design, spokesperson, color, or
shape consumers associate with a specific product. A successful brand is much more than that,
however. It is a promise made to the consumer about the good or service they are purchasing.
This promise, like any, is not immediately credible but instead, is reinforced over time as the
relationship between a business and its consumers is built. This relationship between brand and
consumer, therefore, must be recognized, respected and nurtured for a brand to achieve and
sustain success.The promise associated with a brand is particularly important when consumers
cannot verify important attributes before purchasing.
2.2 Brand image
It is simply the way consumers view a brand—the perceptions a brand creates in the mind of the
consumer. Everything related to the brand helps form the identity people associate with the
brand. Harley Davidson consumers are perceived to be “hardcore bikers” who love freedom and
the open road. This perception reinforces the image that Harley is trying to build and maintain
with its target market. Marketers must actively manage the image of their brand to ensure that
the references and uses of the brand remain true to the desired brand image. Of course, to
manage the brand image it is necessary to have a clear understanding of what that image is or
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should be. Further, that understanding has to be communicated to those in the organization who
undertake marketing activities that affect the brand image.
Brand Image researchers have defined the concept of brand image in various ways. Those
conceptual definitions of image are based on feelings and impressions, beliefs and attitudes,
perceptions of products, brand personality, and feelings and emotion. For our study and analysis
we have taken for variables of Brand Image into the consideration:
1. Brand Attitude
2. Brand Associations
3. Brand personality
Let’s have a quick look about all the variables and have an idea about all in brief.
1. Brand Attitude contains the consumer’s overall opinion toward a brand—whether it is
positive or negative – which can result in trust and loyalty when positive.
2. Brand Associations contain the meaning of the brand for the consumer and reflect his
perception of the brand.
3. Brand Personality contains the human characteristics which a consumer associates with
the brand.
Problem definition
Background information
To find out and compare the consumer preference towards Brand Image of Bournvita, Horlicks, Boost and Complan based on our targeted population.
Statement of the problem
To find consumer preference towards Brand Image based on
Brand Attitude Brand Association Brand personality
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3 Objectives
1. To find out the availability of the product.
2. To find out the effect of advertisement on people.
3. Study of people choice among various health drinks.
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4 Research Methodology
4.1 Sample Size & Sampling Method
For the conduction of the investigation, the research sample and its size had to be defined. Due to
the fact that the study will be conducted on Enhancing Brand Image through promotion of, we
have taken the respondents who use the health product Bournvita,Horlicks,Boost and Complan
and ignore others. We have gone for the convenient sampling and have taken 100 sample size
for the same. Health drink is becoming a necessity now days for children.
4.2 Research design
The research design would be descriptive and cross sectional
4.3 Data Sources
Both Secondary and Primary Sources of data will be used. The major type of information used is
primary data. This is done through primary survey. The literature review is a secondary data
type. The sources include books, periodicals, websites, printed literature etc.
4.4 Data Collection
As we have defined our sample size earlier, for the expected 100 sample size we have got
full 100 respondents. From which 38 respondents are user of Bournvita , 37 respondents are
user of Horlicks, 22 respondents are user of Boost and 3 respondents are users of Complan. We
collect this data from the Ahmedabad city. Method of data collection is Face to face
questionnaire fill up; all four group members have collected the data for the research study.
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5 Explanation of Related Factors
Based on the established model the frame of the questionnaire was built. Table 1 shows in detail
how brand dimension (brand image) influencing other factors.
Table 1: Measurement of image on its different components
Brand dimension Components Type of questions
Brand attitude Rating of attributes concerning the attitude
towards the brand Bournvita, Horlicks, Boost and
complan of the interviewee
Brand image Brand
associations
Rating of functional and emotional attributes of
both brands
Brand
personality
Rating of attributes for both brands which are
human
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6 Data Analysis
Gender *factor to choose brand
gender * Factors to choose brand Crosstabulation
Count
Factors to choose brand
TotalCost Flavor nutrients advertisement
neighbour and
friends
packaging and
quality
Gender Male 1 1 2 1 3 3 11
Female 16 17 22 21 11 2 89
Total 17 18 24 22 14 5 100
Interpretation: Out of the above factors, most affecting factors to both male and female in purchase decision are advertisement and nutrients. Similarly other factors are also influencing the purchase decision but in lesser proportion.
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Gender*Advertisement influence
gender * Advertisement influence Cross tabulation
Count
Advertisement influence
TotalVery much Average not at all
Gender Male 2 9 0 11
Female 38 47 4 89
Total 40 56 4 100
Interpretation: Most of the male and female are influenced by the advertisement of the health
drink. Least female are not influenced by the advertisement.
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Gender*brand prefer
Interpretation: Most of the male prefer Bournvita and Boost for their children. Most of the
female prefer Bournvita and Horlicks. So most preferable health drink brand is bournvita for
both male and female.
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gender * Brand prefere Crosstabulation
Count
Brand prefere
TotalBournvita Horlicks Boost Complain
gender male 6 1 3 1 11
female 32 36 19 2 89
Total 38 37 22 3 100
Gender*taste
gender * Taste Crosstabulation
Count
Taste
Total"Bournvita" Horlicks Boost Complain
Gender male 2 2 7 0 11
female 27 36 23 3 89
Total 29 38 30 3 100
Interpretation: Most of the male prefer the taste of Boost and most of the female prefer the taste
of Horlicks and Bournvita for their children
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Gender*Loyalty
Interpretation: Most of the male are loyal to Bournvita and most of the female are loyal to Horlicks for the health drink requirement of their children.
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gender * Loyalty Crosstabulation
Count
Loyalty
Total"Bournvita" Horlicks Boost Complain
gender male 6 1 3 1 11
female 32 36 19 2 89
Total 38 37 22 3 100
Gender*affordable price
gender * Affordable Price Crosstabulation
Count
Affordable Price
Total"Bournvita" Horlicks Boost Complain
gender male 7 4 0 0 11
female 16 43 26 4 89
Total 23 47 26 4 100
Interpretation: Most of the male customer prefer bournvita for its price affordability and most
of the female prefer Horlicks for its price affordability.
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Gender*availability
gender * Availability Crosstabulation
Count
Availability
Total"Bournvita" Horlicks Boost Complain
Gender male 3 5 2 0 10
female 38 32 16 3 89
Total 41 37 18 3 99
Interpretation: Most of the male and prefer Horlicks and Bournvita because of its good availability.
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Gender*celebrity influence
gender * Celebrity influnce Crosstabulation
Count
Celebrity influnce
Total"Bournvita" Horlicks Boost Complain
gender Male 5 0 5 1 11
Female 28 27 29 5 89
Total 33 27 34 6 100
Interpretation: Most of the male customers prefer Bournvita and Boost because of celebrity in advertisement and Most of female customers prefer Bournvita,Horlicks and Boost because of celebrity.
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Gender*gifts influence
gender * Free gifts influnce Crosstabulation
Count
Free gifts influnce
Total"Bournvita" Horlicks Boost Complain
gender male 3 2 3 3 11
female 9 34 30 16 89
Total 12 36 33 19 100
Interpretation: Most of the male and female prefer Horlicks and Boost because of free provided
by that particular brand.
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Occupation*factors to choose brand
occupation * Factors to choose brand Crosstabulation
Count
Factors to choose brand
TotalCost Flavor nutrients advertisement
neighbour and
friends
packaging and
quality
Occupation govt. employee 1 3 2 3 6 1 16
private employee 2 0 2 0 1 2 7
house wife 14 15 20 19 7 2 77
Total 17 18 24 22 14 5 100
Interpretation: Out of the above factors, most of the housewives affected due to nutrients and
advertisement for Bournvita and Horlicks.
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Occupation*advertisement influence
occupation * Advertisement influnce Crosstabulation
Count
Advertisement influnce
TotalVery much Average not at all
occupation govt. employee 5 10 1 16
private employee 1 6 0 7
house wife 34 40 3 77
Total 40 56 4 100
Interpretation: Most of the housewives prefer Bournvita and Horlicks because of advertisement.
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Occupation*brand prefer
occupation * Brand prefere Crosstabulation
Brand prefere
TotalBournvita Horlicks Boost Complain
occupation govt. employee 9 5 2 0 16
private employee 2 1 3 1 7
house wife 27 31 17 2 77
Total 38 37 22 3 100
Interpretation:
Most of the housewives prefer the Bournvita and Horlicks. Private employee prefer Horlicks and
Boost. And govt. employee prefer Bournvita and Boost.
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Occupation*taste
occupation * Taste Crosstabulation
Count
Taste
Total"Bournvita" Horlicks Boost Complain
occupation govt. employee 3 5 7 1 16
private employee 1 1 5 0 7
house wife 25 32 18 2 77
Total 29 38 30 3 100
Interpretation: Most of the housewives prefer Bournvita , Horlicks and Boost Because of its test.
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Occupation*affordable price
occupation * Affordable Price Crosstabulation
Count
Affordable Price
Total"Bournvita" Horlicks Boost Complain
occupation govt. employee 7 5 4 0 16
private employee 3 4 0 0 7
house wife 13 38 22 4 77
Total 23 47 26 4 100
Interpretation: Most of the housewives prefer Horlicks and Boost because of its affordable price.
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Occupation*availability
occupation * Availability Crosstabulation
Count
Availability
Total"Bournvita" Horlicks Boost Complain
Occupation govt. employee 8 6 2 0 16
private employee 2 2 2 0 6
house wife 31 29 14 3 77
Total 41 37 18 3 99
Interpretation: Most of the housewives prefer Bournvita and Horlicks because of its
availability.
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Occupation*celebrity influence
occupation * Celebrity influnce Crosstabulation
Count
Celebrity influnce
Total"Bournvita" Horlicks Boost Complain
occupation govt. employee 8 2 5 1 16
private employee 1 1 4 1 7
house wife 24 24 25 4 77
Total 33 27 34 6 100
Interpretation: Most of the housewives prefer Bournvita and Boost because of the celebrity in advertisement.
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Occupation*gifts influence
occupation * Free gifts influnce Crosstabulation
Count
Free gifts influnce
Total"Bournvita" Horlicks Boost Complain
Occupation govt. employee 2 5 5 4 16
private employee 2 1 1 3 7
house wife 8 30 27 12 77
Total 12 36 33 19 100
Interpretation: Most of the Housewives prefer Horlicks and Boost because of gifts are
provided by them.
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Null Hypothesis:
H01: There is no significant relationship between brand preference and brand image.
H02: There is no significant relationship between taste and brand image.
H03: There is no significant relationship between energy and brand image.
H04: There is no significant relationship between loyalty and brand image.
H05: There is no significant relationship between affordable price and brand image.
H06: There is no significant relationship between advertisement influence and brand
image.
H07: There is no significant relationship between flavor and brand image.
H08: There is no significant relationship between availability and brand image.
H09: There is no significant relationship between highest nutrients and brand image.
H010: There is no significant relationship between free gifts and brand image.
H011: There is no significant relationship between dissolution in milk and brand image.
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T-Test
One-Sample Test
Test Value = 0
t Df Sig. (2-tailed) Mean Difference
95% Confidence Interval of the
Difference
Lower Upper
Brand prefer 22.436 99 .000 1.900 1.73 2.07
Taste 24.528 99 .000 2.070 1.90 2.24
Energy 22.773 99 .000 1.860 1.70 2.02
Loyalty 22.436 99 .000 1.900 1.73 2.07
Affordable Price 26.286 99 .000 2.110 1.95 2.27
Advertisement likability 24.966 99 .000 2.050 1.89 2.21
Flavor 22.436 99 .000 1.900 1.73 2.07
Availability 21.825 98 .000 1.828 1.66 1.99
Highest nutrition 22.436 99 .000 1.900 1.73 2.07
Celebrity influnce 22.426 99 .000 2.130 1.94 2.32
Free gifts influnce 27.758 99 .000 2.590 2.40 2.78
Disolution in milk 23.892 98 .000 2.162 1.98 2.34
Interpretation: From the above T- test result, we can say that all the null hypothesis are
rejected. So there is significant relationship between all the factors which are taken in to
consideration for the T- test and brand image.
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7 Limitation
This research has a number of limitations that must be revealed.
1. The results of this study are limited to a specially for Bournvita, Horlicks, Boost and
Complan brand image context.
2. It must be taken into consideration that there may be numerous other variables other than
that which we have taken into study contribute to the development of brand image.
3. In our study we take only 100 as a sample size that may not be provide accurate results
for the population.
4. It is not possible for us to visit many places because of scarcity of time and cost factor
involvement.
5. The ratio of male & female are less in sampling, so proper result cannot be derived of
brand image criteria in minds of male & female respondents.
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8 Conclusion
The three variables to define the brand image are Brand attitude, Brand association and brand personality.
Brand attitude was measured by the customer loyalty and trust toward the brand.
So we can conclude that most of the people are loyal to Bournvita and Horlicks.
So the Brand attitude is highest toward Bournvita.
Brand association was measured by price affordability, taste and free gifts provided by the brand.
So we have conclude that most of the people are associated with the Bournvita and Horlicks.
Brand personality was measured by the celebrity influence through the advertisement.
We have conclude that Bournvita and Boost are most preferable because of the celebrity in advertisement.
Finally we can conclude that the brand image of Bournvita is highest in the mind of people.
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Bibliography
Pran K.Choudhary.2001.Successful Branding (1st ed.). Universities Press
Kotler,P.,&Armstrong, G. 1996.Principle of marketing (7th ed.). USA:Prentise Hall, Inc.
www.universitiespress.com
www.cadberyindia.com
www.glaxosmithkline.com
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Annexure
QUESTIONNAIRE
TO STUDY ABOUT CONSUMER PREFERENCE TOWARDS ENHANCING BRAND IMAGE THROUGH PROMOTION OF
BOURNVITA
SECTION - I1. Name :-
------------------------------------------------------
2. Age:-
-------------------------------------------------------------
3. Gender:-
a) Male b) Female
4. Occupation:- Put a tick( ) mark against the right option.
a) Govt. Employee b) Private Employee
c) Housewife d) Others
5. Income per month – Put a tick ( ) mark against the right option.
a) Below 10,000 b) 10,001-20,000
c) 20,001-30,000 d) 30,001 and above
6. Size of family-Put a tick ( ) mark against the right option.
a) Below -4 b) 5-8
c) 9-12 d) 12 and above
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7. How many children are there in your family?
a) one b) two
c) three d) more than three
SECTON –II
1. Do your child/ children drink milk regularly?
a) Yes b) No
2. If yes, how many times a day?
a) Once b) 2 times c) More than 2 times
3. Do he/ she prefer plain milk without any flavor/ supplement?
a) Yes b) No
4. Do you force your child/ children to drink milk regularly?
a) Yes b) No c) Sometimes
5. Do you think health drinks are important for your child/ children?
a) Yes b) No c) Not sure
7. What all nutrients should a health drink provide?
a) Vitamins
b)Minerals (Calcium, Iron. Potassium...)
c) No particular nutrients preferred
d) Both Vitamins and Minerals
8. Does the following drinks in your view substitute for milk?
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(1. Nestle fun shakes 2.Amul cool milk 3.Badam milk)
a) Yes b) No
10. Do you purchase the product on your children’s decision?
a) Yes b) No 14. What are the factors that led you to choose the above mentioned brand? Listed below are some factors, rank them from 1 (most preferred) to 6 (least preferred)a) Cost b) Flavor
c) Nutrients d) Advertisements
e) Neighbors & Friends f) Packaging & Quantity
15. To what extent does advertisements’ influence your choice of health drinks?
a) Very much b) Average c) Not at all 18. Do you keep switching on products?
a) Yes b) No
19. Do you think health drinks boost energy through increased caloric consumption?
a) Yes b) No
20. What do you think are the benefits of drinking health drinks?
a) Improves concentration & memory
b) Improves physical vigor (stamina, stronger muscles & bones)
c) If any other benefit, specify
21. Give your view regarding to use of health drinks of following brands.
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Bournvita Horlicks Boost ComplainBrand I preferTaste I like most
Provides highest energyI m loyal toMost affordable priceAdvertisement I like most ofI like the flavor ofAvailability Provides highest nutrition to my childI purchase it because of celebrity in advertiseI purchase it because of free gifts it providesProduct fast dissolves in milk
Case Analysis
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ENHANCING BRAND IMAGE THROUGH PROMOTIONS
INTRODUCTION:
Throughout the world the sales promotion is used to buy short term extra sales rather than building brand’s long term strength.Even in india also.
We will study about the “Boost train picture cards” and “Bournvita book of knowledge” promotions to build the brand’s long term strength.
BOURNVITA
OBJECTIVE:
To enhance the brand image of bournvita by supporting the main advertising proposition of the brand “Brought up right –bournvita bright”.
The Promotion:
Bournvita were offered free the bournvita book of knowledge , a compendium of questions and answer from the bournvita quiz contest for the year 1972-73.
Result:
The demand for bournvita book of knowledge was so great.
There was very high recall and a linkage in the public’s mind between bournvita, the quiz contest and the book of knowledge.
The scheme was therefore continuous in subsequent years.
So that Bournvita’s brand share increased by 3% points in each of the five years of this promotional program.
BOOST
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Objective:
To enhance brand equity by theme advertising and thereby increasing brand loyalty which would result in increased sales.
Promotion:
One of the series of 12 colored picture cards was packed free in every 500 gm pack of boost, contained in polythene pouches sealed on all sides.
For different picture cards were made available in packs in each of the first three months of promotion and the process was repeated in second three months to give the consumer opportunities to collect all 12 cards.
Each picture card contained much additional background information on the early history of train, the expansion of railways round the world.
This activity of promotion was carried out throughout the six months promotional period.
Results:
The sales was increased by 16.6% and 61147 application for the album where applied for.
Market research has shown that it was regarded very favourably by mothers who like its educational aspect to encourage their children to participate in.
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