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    Brand Positioning - FMR - Group 8

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    MANSI SHAH

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    Brand Positioning - FMR - Group 8

    Uploaded by

    MANSI SHAH
    35 views12 pages

    Copyright

    © © All Rights Reserved

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    PPTX, PDF, TXT or read online from Scribd

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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    35 views12 pages

    Brand Positioning - FMR - Group 8

    Uploaded by

    MANSI SHAH

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    Brand Positioning

    In Food Industry

    Guided by: 152190023 – Sakshi Rekhe


    Prof. Dr. Brijesh Shivathanu 152190024 – Shah Mansi 1
    152190025 – Siddhi Shewale
    Brand

    2
    What is Brand Positioning?

    Positioning in the consumer’s mind That one unique benefit that the A Credible, Clear and Sustainable
    product provides apart from the Position
    competition

    3
    Brand Positioning model

    Why? Who? How? What? When & Where?

    • Why is the • Who needs your • How did • What your • When will the
    customer willing product? customers first customer wants? Product be
    to purchase the • Who will prefer discover your • What the positioned in
    brand? your product? brand? competitors customer’s
    • Why • How often do brand position ? mind?
    repositioning is customer use • What • Where can we
    important? your product? capabilities does find the
    • How your brand your ? customers? 4
    differs from
    others?
    Brand  The most popular a milk supplement among
    children and mothers in India
    Positioning –  A brand that provides the best nutrition health
    drink for the overall development and growth of
    “Tayaari Jeet children

    Ki”

    5
    Package transformation throughout the Years!

    1950s 1970s 1990s 2000s 2010s 6


    Steps to create Brand Position

    Nutrition

    Prodviding Target
    “Extra” Audience

    Customer
    Product Mix
    Preference 7
    • Focus on providing healthy and Tasty Drink
    Nutrition
    • A concern for every Indian mother for their kids

    • Targeting Indian Mothers


    Target • Ad Campaign includes both children and mothers
    Audience

    • Adding Chocolate Flavour to Bournvita


    Customer • Maintaining the granular texture and color of drink powder
    Preference

    • One product is not sufficient to cater the needs


    Product Mix
    • Introduce different products of different age groups

    • Not only Healthy food but also tasty


    Providing • Keeping customers engaged by providing timely incentives and controlling their pricing policy
    “Extra”

    8
    Bournvita – Campaigns!

    ADOPTING NEW TRENDS AND THE COMPANY INVESTS HEAVILY IN UNIQUE PROMOTIONAL ACTIVITY
    UNDERSTANDING THE CHANGING OMNICHANNEL MARKETING AND TO GRAB CUSTOMERS ATTENTION
    NEEDS OF ITS CUSTOMERS ITS COMMUNICATION CHANNELS AND INCREASE THEIR VISIBILITY

    9
    “Taiyaari Jeet Ki” Ad Campaign
    • a mother’s partner in preparing her child
    • at the heart of all parenting

    “Bournvita Li’l Champs” Ad Campaign


    • contains high-quality protein and DHA Omega 3
    • Focuses on the age group of 2 – 5 years

    Cadbury Bournvita “Quiz” Contest and Confidence “Academy”


    • since 1972 as a live radio show and a prominent show on television
    • aimed at discovering Confidence Champions who are beyond the ordinary

    Part of Movie “Koi Mil Gaya”


    • Rohit drinks its every day as a part of his routine
    • Bournvita can be a huge source of development in a child’s life

    “Badhti Jaye andar ki taaqat” - Women’s Campaign


    • Specialized nutrition with no added sugar
    • Strong bones and reduction of fatigue
    10
     Though the company has successfully formed perception
    in the mind of its customers that Bournvita as a brand is a
    perfect blend of health, taste, intelligence and confidence
     Total consumption of Bournvita in Hostel – 6 kg per day
    Conclusion
     In the coming days, Bournvita will continue to serve the
    mother to help them improve the diet of their kids. As
    they believe that children are the future of our country.

    11
    THANK
    YOU!

    12

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