MADE BY-SIMRAN(40121303918)

VAISHALI GUPTA(04121303918)
DEPT-MBA(DIV-A) (2ND SHIFT)
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 WarII
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
Each product is related to certain other products. The product hierarchy
stretches from basic needs to particular items that satisfy those needs.There
are 6 levels of the product hierarchy:

Need family:
The core need that underlines theexistence of a product family.
Here complan an Health Drink were “health” is one of the main need.

Product family:
All the product classes that can satisfy a core need with reasonable
effectiveness.
Complan for Growth
Complan for Memory
Complan Biscuit
Conplan NutriGro
• Product class:
A group of products within the product family recognised as having a certain
functional coherence.
“Complan for Memory” is one product class.

• Product line:
A group of products within a product class that are closely related because
they perform a similar function, are sold to the same customer groups,
are marketed through the same channels or fall within given pricerange.
For instance, “Complan for Memory with Chocolate Flavour” is one product line.

• Product type:
A group of items within a product line that share one of several possibleforms
of the product.
For instance, “Canned Complan for Memory with Chocolate
Flavour” is one product type.
LEVELS OF PRODUCTION OF
COMPLAN

According to Philip Kotler five product levels are

1. Core Product
This is the basic product and the focus is on the purpose for which the
product
is intended.
In this case, Complan is health and nutritional drink for children and active
people

2. Generic Product
This represents all the qualities of the product.
• Complan Baby Food .
• Complan Energy Drink
• Complan Age Reflect
 This is about all aspects the consumer expects to get when they purchase a product.
Customers think that as a complete food Complan will provide 23 nutrients as mention
in the ad.

4. Augmented Product

This refers to all additional factors which sets the product apart from that of
the competition. And this particularly involves brand identity and image.
Complan mention that our body required 23Vitals since milk only can give 9
vital Complan give all 23.

5. Potential Product

This is about augmentations and transformations that the product may undergo in
the future.
• The Package design was leaned up and modernized
• The product taste improved through a change in the manufacture process
• Introduction of new flavours .
POSITIONING STRATEGY AND
SUCCESS
Positioning strategies can be conceived and developed in a variety of ways. It
can be derived from the object attributes, competition, application, the types
of consumers involved, or the characteristics of the product class.
All these attributes represent a different approach in developing positioning strategies,
even though all of them have the common objective of projecting a favorable image
in the minds of the consumers or audience.

There are seven approaches to positioning strategies:

(1) Using Product characteristics or Customer Benefits as a positioning strategy.
(2) Pricing as a positioning strategy.
(3) Positioning strategy based on Use or Application.
(4) Positioning strategy based on Product Process.
(5) Positioning strategy based on Product Class.
(6) Positioning strategy based on Cultural Symbols.
(7) Positioning strategy based on Competitors
Complan repositioned the product by the following reason :
• Using Product characteristics or Customer Benefits as a positioning strategy.
• Positioning strategy based on Competitors.
COMPLAN REINFORCE ITS
POSITION AGAINST THE
COMPETITOR
Horlicks had positioned for children with the following reason
• Taste
• Fresh look
• Price
Complan reinforce its position against the competitor by following reason :

• Only brand with enough good things by showing that Complan is

complete
with 23 vital foods for the body, Check what others product give ?.
• Given product a new and more attractive look.
• The package design was leaned and modernized.
• Improve the product taste through change in manufacturing process.
• New Flavour’s Introduced.
FACTORS LEAD TO SUCCESS
OF COMPLAN

For complan, boost and Horlicks success factors are :

• Market segmentation
• New and more attractive look.
• Introducing new flavour’s.
• Taste improvement.
• New and attractive themes for Advertising.
THANK
YOU