PGP – MEDIA & ENTERTAINMENT

MEERA MEHTA - 27

BRAND INTEGRATION

About Complan -

Launched by Glaxo in 1954 Complan was formulated in Britain, as an

ideal nutritional supplement for soldiers wounded on the frontlines in World War II

It was introduced in India in 1964 which was marketed through doctors as a convalescence drink

It is formulated as per the WHO guidelines ted for growing children

As a part of Glaxo’s Farley Health Products subsidiary, the Complan UK brand was sold to Boots in 1988

In India, Complan remained with Glaxo till 1994

Brand Promise - Complan, with a history going back half a century, is the Gold Standard in children’s nutrition and one of India’s heritage brands. The brand takes its job of delivering nutrition to growing children seriously and has built enormous credibility over the years

Target Audience – Mainly target growing children and Active people who need the extra nourishment for traveling and sport activities

CORE POSITIONING

Positioned as a

Produce to

displace milk

from the dining

table

Complan adopted the strategy of ‘Positioning by Competitors’

Positioned itself

against Milk. It

said you need 23

vital nutrients,

Milk gives 9,

Complan gives all

23

Focused on

children who

lack

nourishment

Brand Name - Complan is derived from the statement Complete Planned Food

Logo - Complan has a simple logo with its name written. It changes colors of the text on the packaging to make it more attractive as the general target audience are children

Packaging - Complan’s packaging has always been innovative. It has offered the best options available at all times. It has a plastic bottle with the look of energy and boost which indicates the purpose of the drink. They’ve had a shift from tin containers to glass bottles to plastic and refill packs

Complan for Growth

Complan for Memory

Complan Biscuits

Complan NutriGro

BRAND EXTENSION

LINE EXTENSIONGrowth – 7 yummy flavors like Chocolate, Kesar Badam, Pista Badam, Strawberry, Mango, Caramel and Natural

Memory – 8 memory charge and 5 memory charge

Biscuits – Milk and Chocolate Flavor

NutriGro – Home style Badam Kheer flavor, Premium Chocolate flavor, Fruity Strawberry Flavor

Reasons why the Line and Category Extensions of Complan make sense -

Complan is positioned as a health and nutritional drink for children and active people

The Category Extensions of Complan include Growth, Memory, Biscuits and NutriGro which are all related to the positioning that Complan displays.

It has always done innovations in its products so as to make it more attractive to the people.

The Line Extension of all the above include different flavors that cater to the need of the Indian public.

They serve different flavors along with the nutritional purpose being served

Product Characteristics -

The normal food does not take care of the daily requirements of children who that extra nutrients for healthy growth

This is a newer segment and a hidden motivator for all health drink segment. The mother especially feels that her child is not getting enough nutrition. It is precisely due to this reason that Complan utilizes the sentiments of mother’s love in its advertisements. Complan continued to be perceived as an ethical product. In those days, its tagline ‘Complan has 23 Vital nutrients, Milk has only 9’ has established Complan’s superiority over Milk on nutritional delivery.

Complan is a strong brand due to the marketing it has done. It has positioned itself as a Market Leader in nutritional aspects. The

STP of Complan is as follows - Marketing Strategy – Milk has a unique position in the consumer’s psyche It has marketed itself directly against milk saying, ‘

Milk has only 9 Vital ingredients, Complan has 23’ The strategy went through a radical change. It was

now to decide to position it – not by the competitor, but by the target audience and usage occasion

Complan has re-positioned itself as a drink fulfilling the nourishment needs of people who do not eat enough.

Complan is a strong brand due to the marketing it has done. It has positioned itself as a Market Leader in nutritional aspects. The

STP of Complan is as follows - Target Audience – Complan mainly targets growing children as they need

adequate and balanced nutrition to help them achieve their maximum growth potential

Complan is also ideal fro the adults especially housewives, active sportsmen, rushed office-goers, expectant and nursing mother, elderly people and athletes

Positioning – Product to displace milk from the dining table Greatly nourished Focused on children who lack nourishment

STRONG BRAND Complan makes itself a strong brand due to its positioning. It has positioned itself in the minds of the people as a nutritional drink.

Also, it captured the sentiments of the mother who care for their children.

The consumers using Complan are brand loyal

The ECONOMIC TIMES Brand Equity consumer panel voted it as the Best in the category

The reach and awareness of the product is very well covered

Complan at Rs 99 only. It has always been sold as a premium to its competition due to the outstanding product competition

To make the offer more attractive, Complan has launched Complan Natural 2x200 gm packs at Rs 99 which is below the psychological price barrier of Rs 100

Marketing Mix

Product Complan –

The complete planned food

Price – Different price for different

segments

Place – Pan India, kirana

shops to malls

Promotion – positioned as a health drink for growing

children

BRAND MANAGEMENTPLACE

Complan believes in more or less Direct Selling kind of distribution channel hence it does not have any middle man like C&F Agents, Wholesalers, etc. This helps the company to charge less to their customers and give them more or less personalized treatment

This also helps them increase them profit marginsTARGET MARKET Targets growing children as they need adequate nutrition Targets adults like athletes, pregnant women and sportsmen

PRICE

Weight (Gms)

Chocolate (Rs)

Plain (Rs) Mango (Rs) Chocolate Jar (Rs)

200 68 55 60 75

500 140 120 - 150

1000 245 - - -

Identity Prism for Complan

Physique – Plastic bottle, various color

packages

Personality – Energetic, family oriented, strong,

healthy

Relationship – 3 to 17 years of

age

Culture – India taste, innovative

Reflection – I am a Complan Boy /

Complan Girl

Self Image – Health

Supplement

EXTERNAL INTERNAL

Risks to the BrandCompetitors of Complan –

Milo Horlicks Boost Bournvita Complan – Horlicks Comparative Advertising – GSK (Complan) and Heinz (Horlicks)

got into a legal fight in late 2008 over the advertisements of their respective health drinks

The case was about Comparative Advertising

As a Brand Manager, I would be careful about the following – To keep the price economical for the target audience To maintain the Brand Positioning and make it more attractive to

the consumers Keep coming out with innovative packaging as it attracts the kids Keep a check on the Competitors and their Marketing Strategies

Core Building Elements of Brand Equity

PERFORMANCE

Good Performance and Good Position in the market

JUDGMENTNice quality with different flavors, less credibility and

high consideration

RESONANCEI am a Complan Boy and Girl, Classic Advertisement,

Family Oriented, Emotional Touch

Core Building Elements of Brand Equity

SALIENCE

High awareness, most commonly, recalled as a Health Supplement

IMAGERYEasily available, Ready to use and good to eat

FEELINGExclusive feeling of Healthiness, Full of Nutrition

If I were the Brand Manager, the Research Objectives and Periodicity would be -

Once the need for research information has been clearly defined, the researcher must specify the objectives of the proposed research and develop a specific list of information needs. Research objectives answer the question "Why is this project being conducted?  I would list down the problems that are being faced by the

brand For this, I would need to evaluate relevant data, formulating

hypothesis, making deductions and coming to a solution I would need to be logical. With that, I would come to accurate

observations This would direct mw towards the solution of my problem My objective of research would be – investigate how Complan

is doing in the market, if there is any problem then I would collect data regarding the problem, conduct a logical study, conduct a systematic enquiry of the subject and I would also carefully record, report and present the facts

I can research through the various types of research that are – Descriptive Research, Fundamental Research, Empirical Research, Analytical Research, Quantitative and Qualitative Research, Conceptual Research, Applied Research and Historical Research

3 Innovations that I would introduce -1) Complan Baby Food –

Since Complan has positioned itself as a Nutritional drink and it majority target audience are Children, Complan could come up with Baby Food which holds nutritional value for the infants. It would serve the purpose of nutrition since the time the child is born. 2) Complan Energy Drink – Also, Complan could come up with an energy drink like Redbull which has nutritional value. This could be targeted for the teenagers.3) Complan Age Reflect – Complan can come up with an Energetic and Nutritional Powder only for the old age people where they suffer from low calcium deficiency and various other problems. Complan could take a step ahead and try to overcome these problems with their new Complan Age Reflect which would be made specially for the old age people who suffer from these problems.

THANK YOU