A STUDY ON THE

MARKETING MIX OF
COMPLAN

Prashant Philip Vargis

Ramandeep Singh Arora
Rishinath
Sandeep Raj
Shantanu Seth
Shriker ParthVRV5290, 
Heinz – The Good Food
Company
 Heinz is a $10 billion global company
 Heinz products enjoy #1 or #2 market
share in more than 50 countries
 Heinz sells 650 million bottles of its iconic
Ketchup every year
 Heinz's top 15 power brands account for
more than two-thirds of its annual sales
 Heinz employs approximately 32,500
people around the globe
Complan – The Product
 The COMplete PLANned food.
 Milk based, can be had with warm water.
 23 vital nutrients.
 Convenience Product
 Available in different SKUs
 200gm, 500gm, 1 Kg.
 Refill packs and Glass Bottles
 Multiple Flavors
 Plain, Chocolate, Strawberry, Kesar Badam
 Annual Sales – Rs. 90 Crore
 Packaging & Labeling.
 Prominent Complan on label, with
embossing on bottle and lid.
 Highlights
 Tagline of Complete Planned food in a
drink
 23 vital nutrients
 Picture of kids that emphasizes on the
growing power aspect
 Coloring of the pack varies with the
variant
 Blue – Plain
 Brown – Chocolate
 Pink – Strawberry
 Yellow & Orange – Kesar Badam
 The back panel has a list of all the
nutrients and ingredients, along with
Current Market Share & Key
Players

IN T E R M S O F
V O LU M E ( T O N N E S )
Complan – The Price
 Prices range from Rs. 71 to Rs. 335
 Product quality leadership Pricing.
 Priced higher than competitors
 Price premium portrays Quality and Value
 Works as a fuel for aspirations

 Policy of low and infrequent discounts

Complan – The Promotion
 Diverse methodologies have been used
over the years
 Advertising – both print and television
 Sales Promotion – mostly during the
summer holidays
 Public Relations
 Trade Promotions
 Advertisements

 A few Campaigns
 Complan
Boy, Girl,
Mummy, Family
 Targeted at mothers, for
growth of their kids.
 The Health Show
 Talk Show type
advertisement,
showcasing Complans’
advantage over others
 Series
of ads showcasing
growth
 Extra Growing Power, the
Sales Promotions
 Carried out in the form of freebies
 Toys
 Growth Charts
 Comic Books
 Only Limited to a few centers and lack of
publicity for the same
Public Relations
 Setting up of Stalls at Book Fairs
 School Visits
 Health checkup and awareness programs,
with free sampling of Complan
 Doctor Visits
 Doctor Relationship Officers
 Put up awareness material and
information at pediatrician chambers
 Carry out awareness
Complan – The Place
 Widespread channel partners
3 tiers between company to retailer
 C&FA  Super-Stockist  Stockist (Large &
Urban Centers)
 C&FA  Stockist  Sub-Stockist (Mid &
Small Centers)
 C&FA  Stockist (Modern trade) (Organized
Retail)
 5 Regional Offices in Kolkata (2) , New
Delhi, Chennai & Mumbai
 Sales Managers stationed at territories in
the state capitals handle sales and
Distribution
 Manufacturing facility at Aligarh
 C&FAs present in major trade and
transport centers
 Stock is billed from C&FAs to the super-
stockists & stockists who pass it down
to the wholesalers and retailers
 The modern retail stores are provided
directly
Trade Promotions
 Trade Schemes
 20+4
 22+2
 23+1
 Ina case of 24 pieces, depending on the
chain, and the scheme in operation.
 Trader Offers
 Trips,
white goods, gold etc. for high
performance
Conclusions

 Complan suffers from a myopic view by

the company.
 The promotion is not very active.
 The management is happy with whatever
sales are generated, and does not go in
for a Push.
 The price is a bit high and could be
brought down to some extent.
Thank You