The problem wasn’t that Bournvita wasn’t growing. The problem was it wasn’t growing fast enough. The long tail of infrequent users had slowed its pace, placing it much below all its competitors – not good news for a market leader.
A closer look at data revealed that the Frequency of Purchase and Average Consumption per household was declining – a problem probably accentuated by the inflationary forces plaguing India in 2012.
Our latest 2 films on the relaunch proposition ‘Prepare to Win’ had served us well but would this proposition hold under the current circumstances? We undertook an extensive deep-dive into the world of ‘Preparation’ in an attempt to reconcile a successful strategy with the current marketing challenge. In the process we arrived at an insight on ‘habits’ which allowed us to do this successfully. Not only did we double the average consumption per household and increase frequency of purchase, our film ‘Race’ has one of the highest ROI among all the campaigns in the Mondelez world – no mean feat considering the global champions in Mondelez’s portfolio (Oreo, Cadbury Dairy Milk, Eclairs, etc.)