presents

Round - 1
To be sent to Subject line Format File name Details to be included Limit beyondthecase@iimaconfluence.com Beyond the Case_Team name Pdf, Ppt Beyond the Case_Team name Name, Institute, Contact number, Email Id of each participant Maximum of 6 slides

Choose any One of the two cases

Case 1: Bournvitas foray into the Adult MFD category

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. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 60 years. The brand has been an enduring symbol of mental and physical health ever since it was launched. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable. Cadbury offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.

The health drink market in India however is dominated largely by brands focusing on child nutrition. The mega players in this category include Bournvita, Horlicks and Complan. There is also a very strong consume perception that MFD are for kids. Currently in India Horlicks Lite/Women, Abott Nutrition's Ensure and Zydus Cadilas Actilife are the key players in the Adult MFD/HFD category Case in point To evaluate Bournvitas foray into the Adult HFD category Key drivers for the case would include 1- Understand the adult HFD/MFD market in India and who are the key players 2- Educate consumers that different age groups have different nutritional needs and hence need specialized/ specific HFD/MFD catering to those needs 3- Seize the opportunity that exists for Bournvita Adult HFD in the markets

Case 2: Bournvita Lil Champs

Launched in 2008, Bournvita Li'l Champs is a milk additive product. It has been specially formulated with scientifically proven ingredients like DHA & Whey protein, making it ideal for children between the formative years of 2 to 5 yrs. The toddler nutrition segment in India is exploding with Bourvita Lil champs is growing at the rate of 60% . Junior Horlicks, Pediasure etc are some of the key players in this market,. Case in point How can we double the growth rate of Bournvita Lil champs. Key drivers of the case would include 1- Understand the market and what our competitors are doing 2- Analyze on how and where we can deploy our budgets for maximum returns 3- Recommend what we need to do differently to double the growth rate of Bournvita Lil Champs