Date: 22-032014

BOURNVITA
MR FINAL REPORT

Submitted to: Dr. M. R. Suresh

Submitted by: Group B8
Ankit Bohra
13069
Anup Kamath
13070
Archana Dasgupta
13072
Mohit Behal
13095
Pradeep Kumar Meena

Table of Contents
Acknowledgement...................................................................................................... 3
Executive Summary................................................................................................... 4
Back ground............................................................................................................... 5
Rationale For the Study........................................................................................... 6
Introduction......................................................................................................... 6
Objective............................................................................................................. 6
Research Questions................................................................................................ 7
Research Methodology:........................................................................................... 7
Data collection instruments:................................................................................7
Research Boundary.............................................................................................. 7
Information Requirement Planning Table................................................................8
Sampling plan......................................................................................................... 8
Findings and conclusions:.......................................................................................... 9
Analysis of Questionnaires...................................................................................... 9
Conclusion............................................................................................................ 12
Recommendations................................................................................................... 13
Exhibits................................................................................................................. 14
Questionnaire........................................................................................................ 19
Bibliography.......................................................................................................... 23
References............................................................................................................ 23
Appendices list......................................................................................................... 24

Acknowledgement

We would like to place on record our deep sense of gratitude to Dr. M.R.Suresh, for his generous
guidance, help and useful suggestions.

We are extremely thankful to our SDMIMD Director Dr. N.R. Parasuraman, SDMIMD, Mysore, for
providing us infrastructural facilities to work in, without which this work would not have been possible.

Signature(s) of Students
Ankit Bohra

- 13069

Anup Kamath

- 13070

Archana Dasgupta

- 13072

Mohit Behal

- 13095

Surya Prakash Hinduja

- 13116

Pradeep Kumar Meena - 13101

Executive Summary
This study is commissioned to examine health drink consumption and preference of consumers in Mysore
region, what factors they considers when they buy health drinks, what are the buying incentives that
motivates consumer to buy a particular health drink.
This report is about malted health drinks and draws attention to malted health drink segment in India,
market share captured by different companies which are into this segment, who are the top leaders, what
are the strategies that are been adopted by different players to get the maximum market share. How these
strategies are affecting psychological and physiological needs of the consumer top motivate them to buy
their products.
The brand studied was Bournvita. Bournvita is one of the major players in the country in malted health
drink segment. So the study helped in understanding the consumer perceptions of the brand its nutritional
values, uniqueness and other aspects. What are factors because of which Bournvita is losing out to its
competitors or what are the factors that Bournvita need to capitalize for gaining market share?
This study helps in understand financial, behavioural aspects, factors that influence consumer buying
patterns of a malted health drink, who are decision makers when it comes to buying a health drink
whether its the parents, or the kids, even among parents whether decision by males or females play a
larger role when making a decision of buying a health drink. Major consumers of health drink are kids,
people beyond a certain group and young moms, what are the aspects that motivates kids, young moms
and people beyond a certain age to develop a liking for a particular brand. When we talk about kids they
are more attracted towards the kind of packaging a particular brand uses. Mothers are more considered
about the nutritional value that these drinks provide to their children and they would prefer a health drink
which gives them the most nutritional value. People beyond a certain age group are more concerned with
the health benefit that these drinks can provide, so people of higher age group prefer a health drink that
gives them highest health benefits. This study also helped in understand that what are the aspects other
than health benefits and nutritional values that force a consumer to go with a particular brand of health
drink or not to go with a particular brand of health drink.
This study also helps us in understanding aspects like variability in sizes and taste whether there is any
relation of availability of sizes of a particular brand and consumer decision making regarding buying a
health drink or preference of a consumer of a particular brand because of availability of different variant
in taste.
This study also helps us understand the level of brand awareness regarding Bournvita in the minds of the
consumer in Mysore region. In this study we have also tried to capture the effectiveness of advertisement
campaigns which were run by company in different phases. Questions regarding attractiveness of the

advertisements, whether they can recall the advertisement of Bournvita or not were included in the
questionnaire to find out effectiveness of advertisements. This study also helps in understanding
effectiveness of different medium of advertisements when it comes to Bournvita.
Consumers these days are not only take in consideration the nutritional values but they have also become
calorie centric. They do not want to take any product carrying a lot of calories. When it comes to kids
mothers are not bothered about calorie levels but when it comes to their consumption or consumption by
people of higher age group they care about calories. They want the same nutritional values with less
calories. In this study we also tried to find out whether there is any relation of calorie content of the
product and consumer decision making when it comes to buying a health drink.

Back ground
Bournvita, previously called Bourn-vita, is the name of a brand of malted and chocolate malt drink mixes
sold in Europe and North America, as well as India, Nigeria, Ghana, South Africa, Benin and Togo, and
manufactured by Cadbury. The drink was named by Cadbury which was derived from Bournville, the
model village which is the site of the Cadbury factory (Bourn + Vita). It was first sold in 1949.
Cadbury Bournvita is among the oldest brands in the Malt Food category with a rich heritage and has
always been known to provide the best nutrition to aid growth and all round development. Throughout
its history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging,
promotion & distribution.
Cadbury Bournvita was launched in the same year that Cadbury India was established (on July 19th,
1948) as a private limited company under the name of Cadbury-Fry (India). The Cadbury lineage and rich
brand heritage has helped the brand maintain its leadership position and image over the last 50 years.
Cadbury is a British multinational confectionery company owned by Mondelz International. It is the
second largest confectionery brand in the world after Wrigley's. Cadbury was established in Birmingham
in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Cadbury developed the business
with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville
estate, a model village designed to give the company's workers improved living conditions.
Cadbury is best known for its confectionery products including the Dairy Milk chocolate, the Creme Egg,
and the Roses selection box. Dairy Milk chocolate in particular, introduced in 1905, used a higher
proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the
company's best-selling product. Creme Eggs are made available for sale in the United Kingdom (now
available all year) from January of each year until Easter, and are the best-selling confectionary product
in the country during the period.
Positioning and repositioning
In 1970s the brand was positioned as a product that helps in good upbringing. The brand used the tagline:
Goodness that grows with you. During 1980s the brand changed its focus from upbringing to intelligence.
The tagline was changed to: Brought up right, Bournvita Bright. In 1990s the brand felt that it should be
focusing on the overall health of kid and thus changed it focus on body and mind with the famous tagline:
Tan ki Shakti, Man ki Shakti. During 1998, the brand faced intense competition from Milo from Nestle.
At this time, the brown health food drink segment was facing issue of stagnation because of lack of value
addition. Bournvita then changed its positioning on the health platform. The brand used acronym RDA
(Recommended Dietary Allowance) to reinforce the health positioning. The brand used a clever
Nutritional meter to communicate the RDA formula: 2 Cups of Bournvita for balanced nutrition. The

brand also set up a Bournvita Nutritional centre where nutrition experts recommended the right RDA
percentage to kids. The brand at that time used the cricketer Ajay Jadeja to endorse the brand. The brand
also harped on the taste and used the tagline No Bournvita No Milk to reinforce the taste attribute. The
brand over the years realized that every kid have a chance to excel in his chosen field of endeavour is he
have confidence. The brand used the tagline: Do you have Bournvita Confidence.
Bournvitas has always portrayed itself as a partner to the parent in bringing up children, which is now
communicated through a series of campaigns with a tagline of tayyari jeet ki. To maintain its position and
market share it has highly invested in R&D, advertising and promotions.

Rationale for the Study

Introduction
The Indian Health Drink Market is a strong market and it is expected to emerge more and more in near
future. The major brands in this market are Horlicks, Boost, Maltova (all produced by GlaxoSmithKline),
Bournvita (produced by Cadburys), and Complan (produced by Heinz). Horlicks has occupied the
position of the market leader with a market share of 45% through its variants like regular Horlicks,
womens Horlicks, junior Horlicks, and Horlicks Lite. Bounvita stands second with a market share of
16%.
Bournvita in India is manufactured and marketed by Cadbury India. The variants that are currently
available are Bournvita, Bournvita Lil Champs which is promoted as a an ideal drink for children
between two to five years, and Bournvita 5 Star through which company tried to leverage the popularity
of its chocolate brand 5 Star to boost the sales of Bournvita by providing the well-accepted and savoured
taste of 5 star in Bournvita. Bournvita was incorporated in the portfolio of Cadbury India since the very
first year of the companys operations in India began in 1948. In the various years it has been positioned
as ideal partner of the parent in the upbringing of the child. It has been promoted equally on both fronts,
i.e. taste and health, perfectly serving the childrens demand for taste and the parents insistence on
nourishment.
Cadburys India which is a subsidiary of Mondelez Interntional. Cadbury India was founded in 19 th
July1948. It is headquartered in Mumbai with its manufacturing facilities in Thane, Induri (Pune) and
Malanpur (Gwalior), Hyderabad, Bangalore, and Baddi (Himachal Pradesh) and sales offices in New
Delhi, Mumbai, Kolkata and Chennai. Apart from beverages, Cadbury India operates in four other
categories Chocolate Confectionery, Biscuits, Gum and Candy. It is the market leader in the chocolate
confectionery business with a market share of over 70%.
Objective
It is a well-known fact that India is a young country with a huge population of teenagers and youth. In
recent times, malted health drinks have come above from being a drink only for children and unwell.
Rather, its consumption among the youth and elderly people has been increasing for quite some time.
These are being consumed by people of all age group as a daily morning and evening drink, not just for
health but also for the taste preferences. Keeping above fact in mind, the research is intended to find out
the potential for the sales of malted food drink and understand the preference of consumers while buying
any malted health drink. The research is intended to find the insights relating following points.

Consumers perceived and expected benefit from a health drink.

Consumers preference while buying a health drink Taste/Price/Health benefits.
Brand preference.
Buying pattern.
Consumption Pattern.
Consumers preference while buying Bournvita.
Consumers awareness about Bournvita.
The impact of various advertising media in regard to creating consumer awareness about
Bournvita.

Research Questions
1
2
3
4

Which brand enjoys majority market preference in Mysore?

Ho= Bournvita enjoys majority market preference in Mysore
H1= Bournvita does no enjoy majority market preference in Mysore
Where does Bournvita stand among its competition in Mysore?
H0= Bournvita stands first among its competition in Mysore
H1= Bournvita does not stand first among its competition in Mysore
What are the strengths and weaknesses of Bournvita in the health drink category?
H0= Bournvita sales in Mysore are driven by its brand name
H1= Bournvita sales in Mysore are not driven by its brand name
Should Bournvita launch new variants in Mysore?
H0= Bournvita should launch new variants in Mysore
H1= Bournvita should not launch new variants in Mysore

Research Methodology:
Data collection instruments:
The process of data collection will include face to face interviews. We are choosing this process as
this is apt for health drink products.
Research boundary: The research will be conducted in all regions of Mysore and the respondents
will be chosen as per our population definition on the basis of their usage.
Research Boundary
Region
We Divided Mysore in 69 regions based on the postal code. From this list we randomly select 10
regions and collect at least 10 samples from these regions, generating a survey of at least 150
respondents.
Activity Plan and Cost Estimates
1
2

Time for completing the research 1 month (by 20th March)

Estimated cost for the research involves transportation costs which amounted to Rs 1800/-

Information Requirement Planning Table

Source Of Information

Mothers/Housewives/kid
s

Consumers

Data Type

Primary

Primary

Information Points
Brand preference
How much are they willing to spend
monthly?

Online reviews

Primary

Secondary

Nominal

Frequency of purchase

Nominal

Reasons for purchase

Nominal/Ordinal/Interva
l

Brand preference

Ordinal

How much are they willing to spend?

Nominal

Frequency of purchase

Frequency of Per day consumption

Consumers brand preference
Frequency of Sales
Stocking preference

Nominal
Nominal/Ordinal/Interva
l
Nominal
Ordinal
Nominal
Ordinal/Nominal

Online websites such as

mouthshut.com , zomato.com, official
Facebook pages of health drinks

Nominal/Ordinal/Interva
l

Reasons for purchase

Retailers/Medical Stores

Measurement and
Scaling
Ordinal

Sampling plan
We did sampling by collecting samples from different age groups by selecting people randomly. To
perform the same we have collected the information from students of different educational institutes to
cater to young age group and residential areas such as apartments for elder people, we even used the
social media to reach out to various age groups, we ensured that we reach housewives because we are of
opinion that they majorly influence buying decisions regarding health beverages, this is not just intuitive
but itself based on small conversations we had with various families. In order to retrieve the necessary
information as precisely as possible, the following sampling plan will be pursued.

Sampling frame:
Residential areas- we surveyed in people Siddhartha Layout and other such areas
Supermarkets -We surveyed in stores like- More, Big Bazaar, and food court of Mall of Mysore.
Educational institutes- such as schools and pre-university colleges

Sampling unit: households, corporate and students.

Sample size: The sample is at least 100 consumers or retailers.

Sample area: The sampling area Mysore city only. Potential zones for accessing the sample are
high concentration areas like malls, colleges and city markets.

Findings and conclusions:

Findings:

56 % of the respondents prefer to buy within 200-500gms of a health drink pack.

Bournvita has the maximum preference among the customers in Mysore.

Bournvita is preferred the most among all the four brands in terms of taste, with a majority of
31% of the respondents purchasing it for the same.

30% of the respondents feel that price is a driving factor for purchase of Bournvita

Bournvita ranks the highest at 30% in terms of availability, closely followed by Horlicks at 26%

When asked about the consumption, 50% of the respondents said that they consume Bournvita
daily.

Majority of the respondents feel that Bournvita should introduce a variety of other new flavours

Dark chocolate, Bournvita for Women, Bournvita Sugarless ranked the highest among the
preferable variants that Bournvita can introduce according to customer responses

Analysis of Questionnaires
There were a total of 112 respondents who took the survey and the results were analysed as follows:
1. We investigated into the percentage of the population which consumes health drinks. The results
were as follows:
Response
Number
percentage
Yes
82
73%
No
30
27%
Therefore it can be seen that majority of the population consumes Malted health drinks.
2. We analysed the quantity in which the respondents purchase the health drinks. The results were
as follows:
200g or less
200-500g

20%
56%

greater than 500g

24%
Majority of the customers prefer to buy within 200-500gms of a health drink pack.
3. We measured the order of preference of the consumers by allotting weights to the ranks provided
by them (1st rank=4, 2nd rank=3, 3rd rank=2,4th rank=1)

Rank 1 Rank 2 Rank 3 Rank 4

Total
bournvita
58
16
13
8
314
horlicks
17
32
22
13
221
complan
6
17
23
37
158
boost
7
21
28
26
173
Bournvita has the maximum preference among the customers in Mysore with a whooping score
of 314
4. We analysed all the four brands on the basis of taste as ranked by the respondents (5 being the
highest, 1 being the lowest).The results of their preferences are as follows:

Product
Bournvita
Horlicks
Complan
Boost

Share
31%
24%
21%
24%

5. We analysed all the four brands on the basis of price as ranked by the respondents (5 being the
highest, 1 being the lowest).The results of their preferences are as follows:

Product
Bournvita
Horlicks
Complan
Boost

Share
27%
25%
24%
24%

6. We analysed all the four brands on the basis of price as ranked by the respondents (5 being the
highest, 1 being the lowest).The results of their preferences are as follows:
Product
Bournvita
Horlicks
Complan
Boost

Share
30%
26%
22%
22%

7. We analysed all the four brands on the basis of availability as ranked by the respondents (5 being
the highest, 1 being the lowest).The results of their preferences are as follows:
Product
Bournvita
Horlicks

Share
30%
26%

Complan
Boost

22%
22%

8. With multiple options given as a choice, the respondents chose the factors that influence their
purchase of a health drink as follows:
Factors for Purchase
Taste
Nutritional Health Value
Price
Packaging
Advertisement
Brand
Availability

Frequency
100
64
58
16
15
52
18

Majority of the customers purchased a health drink due to the taste offered by the drink, followed
by nutritional value and price of the product.
9. We asked the respondents whether they are aware of the brand Bournvita and the results were
as follows:
Response

Percentage

Yes, I consume it frequently

50.00

Yes, I consume it occasionally

23.64

Yes, but I don't consume it

25.45

No, I've never heard of the brand

0.01

Almost everyone has heard of the brand Bournvita, with a large consumer base of 50% who
frequently consume the drink themselves.
10.

We asked them about the media channels through which they came across the brand
Bournvita by giving them multiple choice options. The results were as follows:
Media Channels
TV advertisements
Newspapers and magazines
Word of mouth
Print Advertisements
Internet

Frequency
99
21
37
18
17

Majority of the respondents came across brand Bournvita through Televisions. There is also a
significant amount of word of mouth marketing involved for the brand.
11. We asked the respondents if they feel that there is a need for Bournvita to introduce a variety of
other flavours. The results were as follows:
Opinion
Strongly agree

Number
11

Agree
Neither agree nor
disagree
Disagree
Strongly disagree

41
21
16
19

43 of 108 respondents strongly agreed that Bournvita should introduce a variety of other
flavours while only 19 strongly disagreed to it.

12. We asked the respondents about the flavour variant that they would like brand Bournvita to
introduce. The results were as follows:
Variant
Bournvita Dark Chocolate
Bournvita for women
Bournvita Vanilla
Bournvita Juniors
Bournvita for Mothers
Bournvita Sugarless
Bournvita light

Frequency
66
34
21
12
32
34
24

A majority of the respondents feel that Bournvita should come out with Dark chocolate flavour,
with Bournvita for women and Bournvita Sugarless equally sharing the second position at 34
each.

Conclusion
Market share
Bournvita holds a majority of the market share here in Mysore, but Horlicks is close behind it. Therefore
our null hypothesis that Bournvita enjoys major market share holds true. But this is just in Mysore area,
as across the country Horlicks is the market leader. Boost follows Horlicks and last comes Complan
which has the weakest hold on the market.
Bournvitas standings
Bournvita is rated the highest in categories such as Taste, Price and availability as compared to Horlicks,
Complan and Boost. It falls a little short on the price category but is still leading the pack. Even though it
costs more than the other brands, the Bournvita brand helps customers perceive it to be worth the price.
Advantages and Disadvantages
The taste of Bournvita has helped the brand build a loyal customer base, and with its strong distribution
network, it ensures availability in every major and minor outlet. The brand name itself has become
synonymous with malted health drinks, a name well known in just about every household. Save one
respondent, just about every survey taken showed the consumer was well aware of the Bournvita brand.
Even though majority of the customers did rate Bournvitas price to be better than its competitors brands,
the price aspect did not favour the ratings much. Bournvita is marginally better at pricing. The demand
for variants is also very high, probably the reason why Horlicks holds such a firm grasp on the market.
Customers also complained that Bournvita tends to get sticky very easily once opened and requires to be
finished quickly. Even Bournvitas advertisements do not seem to attract customers much.

New Variants
The demand for variants is very high, with the Dark Chocolate favour attracting the highest attention.
Horlicks has multiple variants catering for its different customers. Bournvita has huge potential in this
field.

Recommendations
Bournvita should carefully analyse its marketing mix and target its customers appropriately. The
viewership of Bournvitas ads were highest through TV advertisements.
A careful pricing strategy should be developed so as to put a gap between Bournvita and its competition.
Bournvita should also look towards launching new variants as there is a huge demand for them. Starting
with Dark Chocolate, Bournvita flavour suggestions are also high for Bournvita for Women and
Bournvita Sugarless. An increasingly aware customer base of Bournvita is demonstrated by their
demand for healthier products.
Bournvitas 75g and 1kg packs did not receive much enthusiasm, but the customers still feel the need for
more pack sizes.

Exhibits
Exhibit 1

Health Drinks Consumption %

Yes

Gender Ratio of Consumers

No

male

female

Exhibit 2

consumption
200g or less

24%

20%

200-500g
greater than
500g

56%

Exhibit 3

Brand Preference
314
221
158

bournvita

Exhibit 4

horlicks

complan

173

boost

Brand Preference Ranking

7
6

21

26

28
17
17

23
37
32
58
22
13
16

rank 1

13

rank 2
bournvita

rank 3

horlicks

complan

rank 4
boost

Exhibit 5

Availability
bournvita

22%

30%

horlicks
complan

23%

boost

26%

Exhibit 6

Price
bournvita

24%

27%

horlicks
complan

24%

25%

boost

Exhibit 7

Taste
bournvita

23%
21%

31%

horlicks
complan
boost

24%

Exhibit 8

Factors Affecting Purchase

100
64

58

52
16

18

15

Exhibit 9

Bournvita Consumption
No, I've never heard of the brand1

Yes, but I don't consume it

28

Yes, I consume it occasionally

26

Yes, I consume it frequently

55

10

20

30

40

50

60

Exhibit 10

Media Channels
99
21

37

18

Exhibit 11

Demand for Variety of Flavours

45
40
35
30
25
20
15
10
5
0

Exhibit 12

17

Pack Size Preference

60
50
40
30
20
10
0

11 10

26

38

52 47
41

17

30 29 22 24

19

11

Purchase 75g pack

Purchase 200g pack

Purchase 500g pack

Purchase 1kg pack

Exhibit 13

Variants' Preference
66
34

21

32
12

Exhibit 14

Income Group of Consumers

less than 2 lakhs

2-5 lakhs

6-10 lakhs

10 lakhs and above

34

24

Questionnaire
1

Do you consume any Malted Health drink? (If No, proceed to question 7)
Yes [ ]
No [ ]

How often do you purchase a health drink?

Less than once a month
[ ]
Once a month
[ ]
Twice a month
[ ]
Thrice a month
[ ]
Greater than Thrice a month [ ]

In what quantity do you purchase the health drink?

200gms or less
[ ]
200-500gms
[ ]
Greater than 500gm
[ ]

How often do you consume a health drink?

Once a day
[ ]
Twice a day
[ ]
Thrice a day
[ ]
Over thrice a day
[ ]

Rate the order of your preference of Malted Health drink (1-4)

Bournvita [ ]
Horlicks [ ]
Complan [ ]
Boost
[ ]

Rate the Health Drinks which you have consumed based on the following parameters (For
each brand)
Taste
[ ]
Price
[ ]
Availability [ ]

What factors would you consider while buying a health drink?

Taste
[ ]
Price
[ ]
Brand
[ ]
Nutritional Health Value
[ ]
Advertisement
[ ]
Availability
[ ]
Packaging
[ ]

Do you know about Bournvita?

 Yes, I consume it frequently

[ ]
Yes, I consume it occasionally
[ ]
Yes, But I dont consume it
[ ]
No, I have not heard of the brand [ ]
If you know about Bournvita, answer the following question:
9

How have you heard about Bournvita?

TV advertisements
[ ]
Word of mouth
[ ]
Print Advertisements
[ ]
Internet
[ ]
Newspapers and magazines
[ ]

10 If you have watched the advertisement, rate it on the following scale (1-5, 1 being Not
attractive and 5 being highly attractive)
Not Attractive
Highly Attractive

11 I would like Bournvita to introduce a variety of flavours

Strongly disagree
Disagree
Neither agree nor disagree Agree

Strongly agree

12 I would like to have Bournvita in the following sizes

a 75gms
Strongly disagree Disagree
Neither agree nor disagree Agree

Strongly agree

200gms
Strongly disagree Disagree

Neither agree nor disagree Agree

Strongly agree

500gms
Strongly disagree Disagree

Neither agree nor disagree Agree

Strongly agree

1kg
Strongly disagree Disagree

Neither agree nor disagree Agree

Strongly agree

13 I would like Bournvita to introduce a larger variety in the sizes

Strongly disagree
Disagree Neither agree nor disagree
Agree

Strongly agree

14 I find Bournvitas Packaging attractive

Strongly disagree
Disagree Neither agree nor disagree

Strongly agree

Agree

15 I would like Bournvita to release the following variants:

a Bournvita Dark Chocolate
[ ]
b Bournvita for women
[ ]
c Bournvita Vanilla
[ ]
d Bournvita Juniors
[ ]
e Bournvita for Mothers
[ ]
f Bournvita Sugarless
[ ]
g Bournvita light
[ ]
h Other
[ ]

If other, please specify: _______________________________________________

16 What is your Gender?
Male
[ ]
Female
[ ]
17 What is your position in the household?
a Consumer
[ ]
b Decision Maker
[ ]
c Consumer and Decision Maker [ ]
18 What is your annual income
a Less than 2lakhs
b 2-5lakhs
c 6-10lakhs
d Greater than 10lakhs

[
[
[
[

]
]
]
]

18) Any other Opinions you have regarding Bournvita

Bibliography

Capitaline (Capitaline.com)
EBSCO (ebscohost.com)
Great answers to tough marketing questions : P R Smith
Marketing Research: David A. Aaker, V. Kumar, George S. Day, Robert P. Leone
Cadbury India website (http://www.cadburyindia.com/)

Appendices list
Exhibit 1

Percentage and demographics of health drink consumption

Exhibit 2
Exhibit 3
Exhibit 4

Consumption Quantity
Brand Preference
Brand Preference Ranking

Exhibit 5

Brand Availability

Exhibit 6

Brand Price

Exhibit 7
Exhibit 8
Exhibit 9
Exhibit 10
Exhibit 11
Exhibit 12

Brand Taste
Factors affecting purchase of Bournvita
Bournvita consumption
Media Channels
Demand for variety of flavours in Bournvita
Pack size preference

Exhibit 13

Variants preference

Exhibit 14

Income group of consumers