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8/18/2019 132074775 Complete Report on Complan
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Rohit Sharma
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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
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PRODUCT CHARACTERISTICS
Complan operates in the category of =alted lso it claims to increase the height of the children.
Complan Page 3
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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.
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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
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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
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PRODUCT LIFE CYCLE
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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.
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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
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Complan has around / percent shares in the Indian )ealth
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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
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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?
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/. 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 $ab football khelte hai to %oal Chahiye&
B. (hen another mother says 9 '(est mai a)he marks )hahiye,
boing mai kno)k out )hahiye&
Complan Page 13
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+. (hen they all says ? ' #ya kare hum mothers ko sab )hahiye&
'aur jab sab )hahiye, jo ba)hho ko ku)h aisa dena hoga jo Sab
de&
*. (hen a
dieti)ian )omes and says + 'Sirf orli)ks apke
ba)he ko Stronger, (aller, Sharper banana ke lea
)lini)ally pranamit hai&
-. (he ad finishes !ith all mothers !ith kids says +
'um maa ko sab )hahiye everything&
Con"'!*#on
(his ad of )orlic%s tells about there are &arious expectations of mothers from their child, and for
fulfilling all those a %id should get all the proper nutrients which they gets only from )orlic%s.
D#*tr#!t#on Net$or- o0 Co./'an
;istribution networ% of Complan is throughout the length and breadth of the
country.
Complan Page 14
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)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.
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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
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>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
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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.
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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
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>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
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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
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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
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• (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
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(#'#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/
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