132074775 Complete Report on Complan

8/18/2019 132074775 Complete Report on Complan

1/25

Rohit Sharma


2/25

INTRODUCTION TO THE PRODUCT

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 !"# by Glaxo $aboratories who mar%eted it through

doctors as a con&alescence drin%. In !"!, Complan went '(C though image

percep tions continued to be eth ical . )ence, from !"! to !*+ the product

ad&ertising was focused on the Goodness of Complan- as a means to compensate

dietary deficiencies. (he brand-s next maor milestone occurred in !*/. In order to

expand the user base, it was decided to establish Complan as an ideal nutritional

supplement for growing children. (hereafter, Complan has gone on to become themost trusted brand for children-s nutrition in India. 0I-m a Complan 1oy, I-m a

Complan Girl2 remains one of the most well lo&ed and instantly recalled ingles

e&en today.

In !!#, )ein3 bought out Complan from Glaxo. Gi&en )ein3-s commitment to

4uality and leadership, Complan has e&ol&ed into India-s premium health be&erage

for growing children. It has now come to stand for the Gold Standard of 5utrition

6Source7 8athfinders (rac% 9Kol%ata:. (he brand-s positioning as the ;rin% for growing children- coupled with its superior nutritional formulation are its greatest

strengths today.

Since its entry into the Indian mar%et in !"# and as an o&er9the9counter 6'(C:

product since!"!, Complan has come a long way. It has %ept pace wi th a growing

mar%et which itself has e&ol&ed into a mature category. Complan deri&es its name

from Complete 8lanned


3/25

PRODUCT CHARACTERISTICS

Complan operates in the category of =alted lso it claims to increase the height of the children.

Complan Page 3


4/25

PRODUCT SEGMENTATION

5o compan y can win if it s pr oduc t and of ferings re sembles e& er y other pr oduc t and

offering. (oday, most companies are guilty of strategy con&ergence ? namely,

undifferentiated strategies. Companies must pursue meaningful and rele&ant

pos it ioning and di fferen ti at ion. @ach compan y and of fering must represent a

distincti&e big idea in the mind of the target mar%etA and each company must dream

up new features, ser&ices and guarantees, special rewards for loyal users and new

con&eniences and enoyments.

POSITIONING AND TARGETING

8ositioning is the act of designing the company-s offering and image to occupy a

distincti&e place in the mind of the target mar%et. (he end result of positioning is

the successful creation of customer focused &alue proposition cogent reason why

target mar%et should buy the product. 8ositioning is what you do to the mind of the

prospect. (hat is you posi tion the product in the minds of the prospec t.

Stage 1

Complan was first launched by Glaxo, UK, during World War II. It was part of theration for the soldiers. Since then, the brand has tra&elled a long way.

Stage 2

In this s tage, Glaxo launched Complan for the mass mar%et . I t had to f ind an

appropriate positioning. Glaxo positioned it as supplementary nutrition, for adults

in con&alescence. ;octors recommended it. (he brand got the image of sic% man-s

source of nutrition-. (his positioning did not bring much success.

Complan Page 4


5/25

Stage 3

Glaxo re&iewed the positioning and studied the health drin%s mar%et. (hough

Complan was superior in many respects to other brands, it suffered the image of a

sic% man-s drin%. Glaxo found the health drin% mar%et growing, but Complan was

not growing. It also found the growing child- as the big mar%et segment for health

drin%s. Complan too% a new positioning > Complete 8lanned


6/25

Stage 5

Glaxo ga&e up the comparati&e positioning. It tried to match the product claim and

the customer need. (arget user and usage occasion became maor considerations in

the new posit ioning. 5ew user segments and new uses for the product were

identified. (he new positioning7


7/25

PRODUCT LIFE CYCLE

Complan Page 7


8/25

Intro!"t#on Stage

'riginally launched during World War II, it was part of the ration for soldiers. >fter

the end of the war, Glaxo launched the product for the mass mar%et for which the

pos it ioning was decided as a product meant fo r adu lt s in con&a lescence. )owe&er

this positioning did not bring much success as Complan got dubbed as a 0sic% man-s

source of nutrition2. It was repositioned and reintroduced as a complete planned

food for children, superior to mil%, which too found the going tough as the children

did not li%e the taste of Complan and because the Indian mother did not agree with

the notion that i t could be superior to mil%. In this s tage the profi ts were low

because of low sa les high dis tr ibution and promotion expenses

Gro$t% Stage

With the last reposit ioning Complan f inally went onto the growth orbit and

continued to gain new con&erts to its folds. (he growth with this positioning was

explosi&e. @arlier adapters continued to buy and later buyers started following their

lead and the mar%et got expanded. (he firm used se&eral strategies to sustain rapid

mar%et growth as long as possible. 'ne of the campaign theme was 0I am a compaln

girl2. It spent a lot of money on product impro&ement, promotion and distribution to

capture a dominant position.

Mat!r#t& Stage

With the passage of years, especially with the opening of the Indian economy, the

consumer started demanding more than ust the &alues that Complan defined. (hey

wanted a fun feel with the product and in this scenario Complan started becoming a

product of the pre 9!!era. It faced a lo t of complet ion from 1ourn &ita and

)orlics.(hese competitors begin mar%ing down prices, increasing their ad&ertising

and sales promotion and upping their product de&elopment budgets to find better

&ersions of the product. (he growth started saturating and Complan faced the

danger of mo&ing into the decline stage in many parts of India.

Complan Page 8


9/25

S t a r sS t a r s

Q u e s t i o n m a r k Q u e s t i o n m a r k

C a s h C o wC a s h C o w

D o gD o g

B

C

G

M

a

r

i

De"'#ne Stage

(he subheading is inappropriate as the brand has ne&er really gone into decline. (he

paren t compan y has repos it ioned the produc t by way of redef in ing the product

communication or repac%aging etc to bring it bac% into rele&ance. )owe&er there is

a danger of Complan slipping into the decline stage unless it changes the image of

Complan of being a serious drin%s-

(CG MATRI)

Complan Page 9

Relative Market Share

M

ar

k

et

gr

o

w

th

ra

te

LowHigh

Lo

w

Hig

h


10/25

Complan has around / percent shares in the Indian )ealth


11/25

Feat!re* Co./ar#*on

Pro!"t Feat!re* (ene0#t* Hor'#"-* (ene0#t* Co./'an

8roteins )elps growth D de&elopment,

aid tissue repair

Eapid growth D de&elopment

of body

C@, Hinc )ealthy Immune system ;e&elops body resistance to

fight resistance

Fitamin 1, 5iacin )elps release of energy

from food, healthy heart

D ner&ous system

5>

Fitamin K 5> )elps if blood clotting to

stop bleeding

Co..!n#"at#on Strateg&

Complan Page 11


12/25

Complan targets the audience of age group / to / years. (here are se&eral ways by which

Complan reaches its target customers ?

(F >d&ertisements

5ews 8apers

Eetails 'utlets

Schools

Co./'an A

With the help of this ad Complan ga&e the tagline 0 Ab mai bhi Complan boy2 (he ad is

explained below ?

. Kid Steps into the bus D start laughing.

(wo girls in the bus also starts laughing

B. (hey are laughing on a boy inside the bus hanging from top bar of the

bus

3. Seeing this one boy ad&ices the poor guy, Sirf latkne se height nahin

badegi, Mummy ko bolo Complan pilaye."

#. Foice 9 " Apka ladla theek se khata nahin, to zaroori poshan aur protein

kaise milega?

Complan Page 12


13/25

/. Foice7 Complan mein hai sau pratishat milk protein, teyis atya

avashyak poshak tatva, jo de etra gro!ing po!er."

". >s the two friends meet up again, the ad&iser as%s , "atkna band?

#yon Mummy ne Complan dena shuru kiya na?"

.*.With an enthusiastic, )aan, the shorty umps up and shows off how

much taller he is than his friend.

J.Spea%ing up excitedly, the boy says, Ab main bhi Complan boy."

Con"'!*#on 9 1y this >d Complan is trying to tell that Complan has right amount of proteins DFitamins which gi&es your child an extra growing power.

HORLICS AD

. In the start of the ad =other says for his child ? 0 $ab football khelte hai to %oal Chahiye&

B. (hen another mother says 9 '(est mai a)he marks )hahiye,

boing mai kno)k out )hahiye&

Complan Page 13


14/25

+. (hen they all says ? ' #ya kare hum mothers ko sab )hahiye&

'aur jab sab )hahiye, jo ba)hho ko ku)h aisa dena hoga jo Sab

de&

*. (hen a

dieti)ian )omes and says + 'Sirf orli)ks apke

ba)he ko Stronger, (aller, Sharper banana ke lea

)lini)ally pranamit hai&

-. (he ad finishes !ith all mothers !ith kids says +

'um maa ko sab )hahiye everything&

Con"'!*#on

(his ad of )orlic%s tells about there are &arious expectations of mothers from their child, and for

fulfilling all those a %id should get all the proper nutrients which they gets only from )orlic%s.

D#*tr#!t#on Net$or- o0 Co./'an

;istribution networ% of Complan is throughout the length and breadth of the

country.

Complan Page 14


15/25

)ein3 and Complan ha&e a colossal networ% in India. )ein3 has a strong

distribution networ% which its maor brands le&erage for mar%et penetration.

(here are o&er " ;istributors reaching out to #./ la%h retailers across the

country.

(he ;istribution cycle is explained with the help of the flow chart below 9

Pr#"#ng o0 Co./'an

Complan is a&ailable in different fla&ours in different pac%age si3es with

different price points. 1elow are some of the most popular Complan fla&ours

and their pac%ing si3es and the price points at which they are sold.

Complan Page 15


16/25

Complan is priced higher than other competi tor because of i ts nutr ients

content D there is no compromise on 4uali ty D price is gi&en a second

thought when it comes to health.

COMPLAN

e#g%t 6g.7 F'a8o!r*

C%o"o'ate P'a#n Mango

299 :; 55


17/25

>lthough all the information related to the brand is a&ailable on )ein3 Company-s website, (he

information such as fla&ors, nutrients contents, benefits, recipe, etc but you cannot purchase

Complan bottle from their website also not from any other third party website.

Mar-et#ng M#@ o0 Co./'an

Mar-et#ng M#@ > mixture of se&eral ideas and plans followed by a mar%eting representati&e to

promote a particular product or brand is called mar%eting mix. Se&eral concepts and ideas

combined together to formulate final strategies helpful in ma%ing a brand popular amongst the

masses form mar%eting mix.

E'e.ent* o0 Mar-et#ng M#@

(he elements of mar%eting mix are often called the four 8-s of mar%eting.

Pro!"t

• Goods manufactured by organi3ations for the end9users are called

products .

• 8roducts can be of two types 9 (angible 8roduct and Intangible 8roduct

6Ser&ices:

• >n indi&idual can see, touch and feel tangible products as compared to

intangible products.

• > product in a mar%et place is something which a seller sells to the

buyers in exch ange of money.

Pr#"e

(he money which a buyer pays for a product is called as price of the product. (he price

of a product is indirectly proportional to its a&ailability in the mar%et. $esser its

a&ailability, more would be its price and &ice a &ersa.

Eetail stores which stoc% uni4ue products 6not a&ailable at any other store: 4uote a higher

price from the buyers.

Complan Page 17


18/25

P'a"e

8lace refers to the location where the products are a&ailable and can be sold or purchased.

1uyers can purchase products either from physical mar%ets or from &irtual mar%ets. In a

physical mar%et, buyers and sellers can physically meet and interact with each other

whereas in a &irtual mar%et buyers and sellers meet through internet.

Pro.ot#on

8romotion refers to the &arious strategies and ideas implemented by the mar%eters to

ma%e the end 9 users aware of their brand. 8romotion includes &arious techni4ues

employed to promote and ma%e a brand popular amongst the masses.

8romotion can be through any of the following ways7

A8ert#*#ng

o 8rint media, (ele&ision, radio are effecti&e ways to entice customers

and ma%e them aware of the brand-s existence.

o 1illboards, hoardings, banners installed intell igently at s trategic

locations li%e hea&y traffic areas, crossings, railway stations, bus

stands attract the passing indi&iduals towards a particular brand.o (aglines also increase the recall &alue of the brand amongst the

customers.

or o0 .o!t%

'ne satisfied customer brings ten more customers along with him whereas one dis9

satisfied customer ta%es away ten more customers. (hat-s the importance of word of

mouth. 8ositi&e word of mouth goes a long way in promoting brands amongst the

customers.

Complan Page 18


19/25

Product

%at #* Co./'an

Complan is much more than a nutritious drin%. It is a complete planned food in a deliciously

fla&ored drin%. It is easy to prepare. @ach cup of Complan contains a balanced combination of

all the B+ &ital nutrients your body needs e&ery day. It is therefore an ideal supplement for thosewith special nutritional needs. Complan wor%s when ta%en regularly e&ery day. If you are

reco&ering from illness, a healthy, nourishing diet is more important than e&er. Lou may not

feel up to proper meals but you still need all the nourishment you can get to speed you on your

road to reco&ery and Complan can pro&ide it. Complan will gi&e you all the nourishment of a

complete meal in a delicious, easy9to9prepare drin% or healthy cereal. Must one ser&ing is

e4ui&alent to B/ calories NO0 and it is fortified with / of the E;> of essential &itamins,

B/ of the E;> of &itamin > as well as # of the E;> of " minerals. In fact, Complan

pro&ides half your daily allowance of &itamins C and @ as well as being an important source of

iron and calcium. So, there-s no surprise Complan is recommended by doctors and healthcare

professionals all o&er India.

>#ta' 23 N!tr#ent*

Complan Page 19


20/25

>pproximate composition per gm. @nergy &alue #B!K cal.

8rotein Bg

" I. U.

Fitamin ; / I.U.

Fitamin @ +mg

Fitamin K .#/mg

Fitamin 1 .#/mg

Fitamin 1B ./*mg

Fitamin 1" .*"mg

Fitamin 1B .*"mcg

Fitamin C +mg

5iacin amide ".mg

Calcium 8antothenate +mg

Chlorine "/mg

cid */mcg

Ingre#ent*+

S%immed mil% powder, sugar, and &egetable oil containing permitted antioxidants caramel,

beetroot uice powder, added fla&ors, minerals and &itamins.

Place

Complan Page 20


21/25

Complan belie&es in more or less ;irect Selling %ind of distribution channel hence it does not

ha&e many middle man li%e CD< >gents, Wholesalers, Stoc%iest etc. this help the company to

charge less to their customer and gi&e them more or less personali3e treatment. >nd the less no

of middlemen also helps to increase our profit margin.

Target Mar-et+

Complan mainly target growing children because children need ade4uate and balanced

nutrition to help them achie&e their maximum growth potential. Complan with B+ &ital

nutrients in planned proportions is the ideal food supplement during these crucial years. 'ther

than children they also target other person li%e acti&e people, which needs the extra

nourishment for tra&eling D sporting acti&ities. 1usy @xecuti&es, who now D then ha&e to s%iptheir meal due to increase wor% load. 8regnant Women D $actating =others, because they

re4uire nutrients during these &ital periods.

Price

Complan is priced higher than other competitors because of its nutritional contents and there isno compromise on the 4uality of the product and price is gi&en a second thought when it comes

to health.

Co./'an F'a8or*

Weight6gm: Chocolate 8lain =ango Chocolate 6Mar:

Complan Page 21


22/25

B "J // " */

/ # B 9 /

B#/ 9 9 9

Promotion

Complan is a &ery old highly nutritional drin% in Indian =ar%et and may be one of the first in

this category. )ence it doesn-t re4uire an aggressi&e %ind of promotion techni4ues. )ence

complan is now concentrating on sponsorship of &arious sports related e&ents and also

introducing &arious schemes such as window display scheme etc.

(he &arious sports e&ent it sponsored are7 Complan Munior S4uash 'pen B, sponsored by

)ein3 India 8ri&ate $imited. (he Complan unior 'pen may be the highest unior pri3e money

tournament in India. (he total &alue of price distributed was Es. B.B/ la%hs. )ein3 India has

launched the Complan Under9/ 5ational Cric%et (alent Search, in which a galaxy of former

India captains li%e 8olly Umrigar, 5ari Contractor, Chandu 1orde, )anumanth Singh, 1ishen

Singh 1edi and former >ustralian captain 1ob Simpson, are in&ol&ed. Loung under9/

schoolboys from all the fi&e 3ones across the country 2 5orth, South, @ast, West and Central

are being put through a rigorous regimen on the fundamentals of cric%et.

O8er a'' Ana'&*#*

A8antage*

• Complan contains the recommended daily dosage of many &itamins and

minerals.

• (here are se&eral fla&ors a&ailable.• (he website encourages users to lose weight at a healthy pace.

D#*a8antage*

• (here are ingredients in Complan that may actually cause weight gain if this

product is consumed too of ten.

Complan Page 22


23/25

• (his product is expensi&e when compared to similar products.

• (here are no user testimonials a&ailable on the website.

• (here is no satisfaction guarantee for Complan.

• (his product conta ins mil% and mil% product s so those with l ac tose

intolerance should a&oid this product.Con"'!*#on

Complan doesnPt really stand out from the rest of the meal replacement sha%es a&ailable today.

(here is also no absolute e&idence to pro&e that this product will wor% for e&eryone. (he

combination of ingredients in this product do not address the essential elements for successful

weight loss so those who are see%ing to lose weight may want to research other products that are

intended for weight loss. Users will need to assess their health and fitness goals and decide if

using Complan is right for them.

Re"o..enat#on*

It is recommended to help support a healthy weight and not to help users

lose weight . It can ma%e its website interacti&e and more informati&e by in&ol&ing user-s

testimonials. It should increase its promotional acti&ities.

Complan Page 23


24/25

(#'#ogra/%&

Eeferences for this proect is ta%en from following sources ?

1. http://www.ranisworldfoods.com2. http://mbatermpapers.com3. http://www.heinz.co.in/complan/ 4. Book – Philip Kotler . http://blo!s.siliconindia.com/"trate!ic#ind/$ons%mer&Beha'ior

&in&health&drink (. http://www.)nanciale*press.com/news+. http://www.,o%t%be.com/ -. http://www.horlicksn%tritionacadem,.com/

Complan Page 24

http://www.ranisworldfoods.com/http://mbatermpapers.com/http://www.heinz.co.in/complan/http://blogs.siliconindia.com/StrategicMind/Consumer_Behavior_in_health_drinkhttp://blogs.siliconindia.com/StrategicMind/Consumer_Behavior_in_health_drinkhttp://www.financialexpress.com/newshttp://www.youtube.com/http://www.horlicksnutritionacademy.com/http://mbatermpapers.com/http://www.heinz.co.in/complan/http://blogs.siliconindia.com/StrategicMind/Consumer_Behavior_in_health_drinkhttp://blogs.siliconindia.com/StrategicMind/Consumer_Behavior_in_health_drinkhttp://www.financialexpress.com/newshttp://www.youtube.com/http://www.horlicksnutritionacademy.com/http://www.ranisworldfoods.com/


25/25

C l P 25

132074775 Complete Report on Complan

Documents

Transcript of 132074775 Complete Report on Complan