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DEMOGRAPHIC SEGMENTATION

GEOGRAPHIC SEGMENTATION

Psychographic profiles on a target market segment are obtained by doing a lot of questionnaires and surveys to ask people if they agree/disagree with certain statements made about particular activities, interests or opinions.

PSYCHOGRAPHIC SEGMENTATION

A. Lifestyles

B. Psychological variables-❑ Personality❑ Self-imagei

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.

BEHAVIOURAL SEGMENTATION

TARGETING PATTERN OF BOURNVITABOURNVITA targets itself using the product specialization pattern. though it caters to the different segments like toddlers, children and women but as it offers one product that is health drink , it will fall under the category of PRODUCT SPECIALIZATION.

MARKET TARGETING The tag lines of the Bournvita very attractive and motivational:

Tan Ki Shakti, Man Ki Shakti, Bournvita in 1990, Tayari jeet ki , in 2010 and the present tag  line is Bournvita badhaye doodh ki Shakti

The brand has always use kids and their mother in their ads. The ads communicate that the product is a choice of caring mothers and smart kids.

Bournvita Confidence Academy (reality show), plastic mugs, and chess and other games under the name Bournvita, Bournvita Quiz contest hosted by Derek O’ Brien, Bournvita general knowledge books etc.

POSITIONING STRATEGY Bournvita has always positioned itself as children’s drink and has been

promoting itself that way..

During the 70’s the brand has positioned itself as a product that helps in “good up bringing”. The brand used tagline “ goodness that grows with you”.

During 80’s there was a change in its focus from upbringing the intelligence

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HIGH QUALITY

POSITIONING MAP