complan positioning
TRANSCRIPT
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Complan Positioning
• Anand Mishra• Gaurav Shahare• Jeewan Mohta• Kushagra Sharma• Siddhartha Anand• Suchitra R
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First Entry into the Market
Positioned as a Ethical Product
Prescribed by Doctors
Perceived as a Medicine
First Entry into the Market
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Perception Map
-5 0 5
-5
0
5Trust
Nourishment
Complan
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Milk the only Health Drink in India
Vital food: Milk-9 vs Complan-23
High Degree of Awareness and Trials
Successful Strategy
Shift from Ethical clinical product to health beverage
product
Positioning against Milk
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RisksPositioned as a product to Displace
milk from the Dining table.Not right from a social perspectiveWill affect brand image in long
termCompeting against milk will not be
easyProduct Class was different
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Perception Map
-5 0 5
-5
0
5Nourishment
Price
Milk
Complan
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Perception Map
-5 0 5
-5
0
5Source of Life
Price
Milk
Complan
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Positioned as the great nourisherTargeted at Horlicks usersHealthier than HorlicksForced consumers to compare
vital foods provided by HorlicksStressed on body’s need of 23
vital foods everyday
Positioning Vs Horlicks
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Strategy ImpactsFailed in the marketComplan priced twice that of
HorlicksCustomers don’t want daily dose
of good thingsTastes as medicine – Disliked by
consumersOverall perception: High priced
daily medicine
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Perception Map
-5 0 5
-5
0
5Nourishment
Price
Complan
Horlicks
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Perception Map
-5 0 5
-5
0
5Taste
Price
Complan
Horlicks
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Perception Map
-5 0 5
-5
0
5Daily Drink
Price
Complan
Horlicks
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Positioned as brand with unique nourishment value
Treated as something more special than Horlicks
Focused on children who lacks nourishment
Targeted on user rather than usage
New attractive looks, flavors
Positioning to unique slot
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Strategy ImpactsCreated a unique positionPerceived as no real substitute
for it New Price-Value propositionAttractive looks – new flavors
help it treated as delicious drinkSales boosted
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Perception Map
-5 0 5
-5
0
5Taste
Price
Complan
Horlicks
Milk
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Perception Map
-5 0 5
-5
0
5Nourishment
Special
Complan
Horlicks
Milk