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 4Ps of marketing 8
6 Identity Prism 9
7 Product mix width 10
8 Product line depth 11
9 Ansoffs 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 brands 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 childrens nutrition in India. Im a Complan Boy,
Im 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 brands 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 mothers 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 Complans 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 (Choc 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
childrens 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 PS
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

4Ps 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. 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 doesnt 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
(Choc
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



Ansoffs 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 GSKs claim. GSK on its part questioned Heinz
Indias 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 .