Brand Management

A

Project

Report

On

Complan (Health drink)

Submitted to Submitted by

Dr. Rekha Attri Raju Lal Choudhary

Brand Management

Acknowledgement

I have made this project report on COMPLAN BRAND. In this report I tried to cover as much

information as I learn here to present you some deep and enlighting project work that I prepared with

full dedication and hard work and I would like to thanks to Dr. Rekha Attri for helping, guiding and

providing this opportunity to me for this project work which is turning out to be a real acid for our

knowledge and learning process. Really!!!! Thank you very much.

Brand Management

INDEX

S.NO TOPIC PAGE NO

1 Introduction 4

2 Brand Extension 5

3 STP 6

4 Marketing Mix 7

5 4P’s of marketing 8

6 Identity Prism 9

7 Product mix width 10

8 Product line depth 11

9 Ansoff’s Matrix 12

10 SWOT Analysis 13

11 Competitor Analysis 14

12 Customer-Based Brand Equity 15

Brand Management

INTRODUCTION–

Complan was first introduced by Glaxo in the United Kingdom, as an essential nutritional

supplement for soldiers at the frontlines during the Second World War. It was introduced to India in

1964 by Glaxo Laboratories who marketed it through doctors as a convalescence drink. Complan

the complete planned food in the drink –is formulated as per the world health organization (WHO)

guidelines ted for growing children.

In 1969, Complan went OTC though image perceptions continued to be ethical. Hence, from 1969 to

1973 the product advertising was focused on the ‘Goodness of Complan’ as a means to compensate

dietary deficiencies.

The brand’s next major milestone occurred in 1975. In order to expand the user base, it was decided

to establish Complan as an ideal nutritional supplement for growing children. Thereafter, Complan

has gone on to become the most trusted brand for children’s nutrition in India. “I’m a Complan Boy,

I’m a Complan Girl” remains one of the most well loved and instantly recalled jingles even today.

It has now come to stand for the Gold Standard of Nutrition (Source: Pathfinders Track -Kolkata).

The brand’s positioning as the ‘Drink for growing children’ coupled with its superior nutritional

formulation are its greatest strengths today.

Complan derives its name from Complete Planned Food which is exactly what the product aims at

delivering. The product concept holds that consumers will favor those products that offer the most

quality, medically accepted and recommended nutritional content and a good flavor which is almost

a must for children. Mr. Nilesh Patel, Managing Director, Heinz India said- “Basedon the

Recommended Dietary Allowance specified by Indian Council of Medical Research

Innovation Front Complan has been committed in bringing medically recommended and effective solutions to meet

everyday dietary needs of the consumers. It is one of the very few brands in the MFD category

which is used so extensively because of medical practitioner recommendation and most recently the

new Complan had been fortified with range of vitamins and minerals in ambulanced proportion for

health and vitality.

The new family oriented range reassures their commitment to innovations, which are must for a

brand to live long.

PRODUCT CHARACTERISTICS Complan operates in the category of Malted Food Drinks and the most important concept behind the

advent of such product is twofold-

1.The normal food does not take care of the daily requirements of children who need that some extra

nutrients for healthy growth.

2. This is a newer concept and a hidden motivator for all health drink segment. The parents and

especially the mothers always feel that her child does not get adequate nutrition. It is precisely due to

this reason that Complan utilizes the sentiments of mother’s love in its advertising. Complan

continued to be perceived as an ethical product. In those days its tag line“ Complan has 23 Vital

Nutrients whereas Milk has 9” had established Complan’s superiority over milk on nutritional

delivery.

Brand Management

Brand Extension of Complan

Complan for Growth

Complan Memory

Complan Biscuits

Complan NutriGro

Line extension of Complan Biscuits

Milk flavor

Chocolate Flavor

Line extension of Memory charge

8 Memory charge (Chocó Badam with chips )

5 Memory charge

Line extension of Complan for Growth

Complan is available in 7 yummy flavors that kids like. The flavors are Chocolate, Kesar Badam,

Pista Badam, Strawberry, Mango, Caramel and Natural.

Line extension of Complan Nutri Gro

Nutri Gro- Home style Badam Kheer Flavors

Nutri Gro-Premium Chocolate Flavors

Nutri Gro- Fruity Strawberry Flavors

Complan NutriGro, a complete planned food in a drink for kids and is specially designed for 2 to 4

year old children. It provides balanced nutrition and helps build immunity, which in turn maximizes

children’s growth potential.

Complan NutriGro has: 8 Immunity Builders, which help build internal resistance to illness*

100% Key Growth Nutrients and 100% Milk Protein, which help healthy growth DHA, which helps

brain functioning

Surakshit Rahein, Badhte Rahein!

Brand Management

STP of Complan

Marketing strategy

Milk has a unique position in the consumer ‘s psyche

It positioned itself directly against milk. The Ad said, “YOUR BODY NEEDS 23VITAL

FOOD ,”Milk Gives 9 COMPLAN gives all 23 nutrition.

The strategy went through a radical change. It was now decide to position it – not by the

competitor – but by the target users and usages occasion.

COMPLAN is compete with the 23 vital food for the body .it re- positioned itself as drink

fulfilling the nourishment needs of people who cannot do not eat enough.

Target audience

Complan mainly target growing children because children need adequate and balanced

nitration to help them achieve their maximum growth potential.

Complan is also ideal for the adults (especially house wives and rushed office –goers),

Expectant and nursing mother, elderly people and athletes.

Positioning

Positioned as a product to Displace milk from the Dining table

Positioned as the great nourished

Focused on children who lacks nourishment

Brand Management

Marketing Mix

The 4 P’S

Price

Different

price for

different

segments

with attract

packet

Product

Complan- The

complete

planned food

Promotion

Positioned

as a health

drink (for

growing

children)

Place

Pan India, Kirana shop to malls

Brand Management

4P’s of marketing

Place: Complan believes in more or less Direct Selling kind of distribution channel hence it does not have

many middle man like C&F Agents, Wholesalers, Stockiest etc. this help the company to charge

less to their customer and give them more or less personalize treatment. And the less no of

middlemen also helps to increase our profit margin.

Target Market: Complan mainly target growing children because children need adequate and balanced nutrition to

help them achieve their maximum growth potential. Complan with 23 vital nutrients in planned

proportions is the ideal food supplement during these crucial years. Other than children they also

target other person like. Â Active people, which needs the extra nourishment for traveling &

sporting activities. Busy Executives, who now & then have to skip their meal due to increase work

load. Pregnant Women & Lactating Mothers, because they require nutrients during these vital

periods.

Price: Complan is priced higher than other competitors because of its nutritional contents and there is no

compromise on the quality of the product and price is given a second thought when it comes to

health.

COMPLAN

Flavors (Rs)

Weight(gm) Chocolate Plain Mango Chocolate (Jar)

200 68 55 60 75

500 140 120 - 150

1000 245 - - -

Promotion: Complan is a very old highly nutritional drink in Indian Market and may be one of the first in this

category. Hence it doesn’t require an aggressive kind of promotion techniques. Hence Complan is

know concentrating on sponsorship of various sports related events and also introducing various

schemes such as window display scheme etc.

The various sports event it sponsored are: Complan Junior Squash Open 2002, sponsored by Heinz

India Private Limited. The Complan junior Open may be the highest junior prize money

tournament in India. The total value of price distributed was Rs. 2.25 lakes. Heinz India has

launched the Complan Under-15 National Cricket Talent Search, in which a galaxy of former India

captains like Polly Umrigar, Nari Contractor, Chandu Borde, Hanumanth Singh, Bishen Singh Bedi

and former Australian captain Bob Simpson, are involved. Young under-15 schoolboys from all the

five zones across the country North, South, East, West and Central are being put through a rigorous

regimen on the fundamentals of cricket.

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Brand Management

Identity Prism for Complan Brand

Brand Management

Complan is a parent company of Heinz Food Company :- Under this Complan have four category are there of product such as

Complan for Growth

Complan Memory

Complan Biscuits

Complan NutriGro

Product mix width

of Heinz

Product line –1 Cooking Aids

Product line –2 Health drink

Product line –3 Personal care

Tomato

Ketchup,

Complan for

Growth,

Complan for

memory ,

Complan

Biscuits,

Complan Nutri

Gro.

Nycil classic,

Nycil herbal,

Nycil lavender,

Nycil Sandal

Brand Management

Product line depth:-

Complan for

Growth

Chocolate,

Kesar Badam,

Pista Badam,

Strawberry,

Mango,

Caramel and

natural.

Complan

Memory

8 Memory

charge

(Chocó

Badam

with

chips )

5 Memory

charge

Complan

Biscuits

Milk flavor

Chocolate

Flavor

Complan Nutri

Gro

Nutri Gro-

Home style

Badam

Kheer

Flavors

Nutri Gro-

Premium

Chocolate

Flavors

Nutri Gro-

Fruity

Strawberry

Flavors

Brand Management

Ansoff’s Matrix

Products

Existing New

Existing

MARKET

New

Diversification

Chocolate,

Penetration Market

Complan simple

Product Development

Chocolate, Kesar Badam,

Mango

Marketing Development

Biscuits

Brand Management

SWOT Analysis

Strength Weakness

1.Big brand visibility

2.Good advertising

3.Excellent reach and distribution

4.Long Term association with many markets like

India.

1. Food products have a limited shelf life

Opportunity

Threats

1.Untapped rural markets

2.Better product packaging and preservation

1.More chocolate based milk drinks in market

3 / 4Complan

2.Children prefer more flavors like strawberry,

rose milk

Brand Management

Competitor Analysis

There are four main competitors for Complan in Health drink market

1. Milo

2. Horlicks

3. Boost

4. Bournvita

Complan-Horlicks comparative Advertising

Comparative advertising means comparing different brands on price, services and other factors and

focusing on advertising one of the brands in a way to show how their rivals are inferior as compared

to it. This comparison would be very obvious to the audience due to its explicit comparison.

GlaxoSmithKline Consumer Healthcare (GSK) and Heinz India (Heinz) got into a legal fight in late

2008, over the advertisements of their respective health drinks Horlicks and Complan. It all started

when GSK come out with an Advt. for Horlicks which directly said that it has more nutritional

content and is also cheaper than Complan. Heinz India retaliated claiming that the higher price that

consumers were paying for Complan was for a much higher nutritional value. Heinz moved the

Bombay High Court in December 2008, challenging GSK’s claim. GSK on its part questioned Heinz

India’s advertisement in the Delhi High Court. Comparative advertising is not new in India

Comparative advertising, as the name suggests, is advertising where a party (the advertiser)

advertises his goods or services by comparing them with the goods or services of another party.

Experts felt that certain product categories such as electronic items, real estate, automobiles and

mutual funds require some form of comparative advertising and that consumers also benefit from

such fact-based comparisons

Positioning by Competitor

In its very first public appearance, Complan adopted the strategy of 'Positioning by Competitor'. It

positioned itself directly against milk. 'Your body needs 23 vital foods', said the first ad, 'Milk gives

9- Complan gives all 23'

Brand Management

Customer-Based Brand Equity of Complan Brand :-

Resonance:-

I am Complan Boy and Girl Classic advertisement Family oriented , emotion touched

Judgment:-

Nice quality with different flavor Less credibility and high consideration.

Performance:-

Good performance. Good position in the market.

Feeling:-

Exclusive feeling healthy. Fully of nutrition.

Imagery:-

Easily available Ready to use, good to eat.

Salience:-

High awareness. Most commonly. Recalled as a health supplement .