Cadbury Bournvita has already been extended its Bournvita brand
& introduced Bournvita L’ll champs with unique feature DHA almost 3 years
back. Bournvita L’ll champs is specially targeting to 2 to 5 years children for
their brain development. This time Bollywood actress & Kajol is being
endorsed brand Bournvita L’ll champs & playing as mother role, though she
is also playing mother role in her personal life.
Brand: -
Bournvita L’ll Champs
Target group: - 2
to 5 years children
U.S.P. / Core Competency:
- DHA (Docosahexaenoic acid) as well as an omega-3 fatty acid and
macronutrients (carbohydrates, protein and fat) which help to grow &
develop child’s brain.
Advertisement Link:-
http://www.youtube.com/watch?v=93rKVn2-Odo
Brand Campaign &
Strategy:-
5 days back, Bournvita L’ll Champ have been rolled out with
new TVC & brand is being endorsed by Kajol. She is preparing & trying
to remember some answers which have been asked by son. While she is giving an answer
her boy, that there are infinite stars in the sky. Promptly boy replied that I already
asked and now tell me mom why there are 28 days in February month? Mom thinking
& replied that answer let you know tomorrow.
The purpose is that normally 2 to 5 years children are
asking vary question to their parents and many time parents also not having an
answer for the same. That’s why Kajol is
conveying message at the end of campaign that perceptive Mom are choosing Bournvita L’ll champ for
their 2-5 years children because it has DHA for brain development , ‘thodi
mehnat to aapko bhi karni padegi i.e. (you will also have to little hard work).
Strategy may be reflecting to some negative impact on mothers
if their child will not consume Bournvita L’ll champ, their children brain can
not develop well. Isn’t it? That means, routine food may not work well for
brain development. Every mother is caring their children for their development.
Children mind had been very sharp & well –developed 30 years back, they
never consumed such food for brain development. Day by day, there are
introducing numbers of product in market for children development and products
offering various nutritional ingredients, vitamin, iron etc.
There are many ways available
to promote brand where it can build up strong brand equity &
trustworthiness. Yet, Bournvita L’ll champ has not been covered that much
market. It is to be required well-planned strategy & generate much more
awareness about DHA. Until mom does not know, what is DHA then how can they
give product to their children. It will be much better if brand will do on
ground promotional activity.
Let’s see how Kajol
will be influencing to Mom…
