Branding Strategies of different

product line of P&G and Unilever

Group

Brand Management Assignment

Rohit Bebarta
09BS 000 1940

IBS Mumbai

4th Semester
About the Two giants:

Procter & Gamble Co. (P&G,

NYSE: PG) is a Fortune 500 American
multinational corporation headquartered
in Downtown Cincinnati, Ohio[3] that
manufactures a wide range of consumer
goods. It is 6th in Fortune's Most
Admired Companies 2010 list.[4] P&G is
cred with many business innovations
including brand management and the
soap opera.

Procter & Gamble is a leading member

of the U.S. Global Leadership Coalition,
a Washington D.C.-based coalition of
over 400 major companies and NGOs
that advocates for a larger International
Affairs Budget, which funds American
diplomatic and development efforts
abroad

Billion dollar brands

 Ariel is a brand of laundry detergent/liquid available in numerous

forms and scents.
 Bounty is a brand of paper towel sold in the United States and
Canada.
 Braun is a small-appliances manufacturer specializing in electric
shavers, epilators, hair care appliances and blenders.
 CoverGirl is a brand of women's cosmetics.
  Crest/Oral B is a brand of toothpaste and teeth whitening
products.
 Dawn/Fairy is a brand of dishwashing detergent. [16]
 Downy/Lenor is a brand of fabric softener.
 Duracell is a brand of batteries and flashlights.
 Fusion is a brand of men's wet shave razors and is the quickest
P&G brand to have reached $1 billion in annual sales.
 Gain is a brand of laundry detergent, fabric softeners and liquid
dish soap.
 Gillette is a brand of safety razor and male grooming products.
 Head & Shoulders is a brand of anti-dandruff shampoo and
conditioners.
 Olay is a brand of women's skin care products.
 Oral-B is a brand of toothbrush, and oral care products.
 Pampers is a brand of disposable diaper and other baby care
products.
 Pantene is a brand of hair care products (conditioners/styling
aids).
 Pringles is a brand of potato chips.
 Ace/Tide is a brand of laundry detergent.
 Wella is a brand name of hair care products (shampoo,
conditioner, styling, and hair color).
 Always/Whisper is a brand of pantyliners sold primarily in Asian
markets.
 Flash/Mister Clean is a brand of multi-purpose cleaner, and spray
sold in the United States and Great Britain.

Most of these brands, including Bounty, Crest, Pringles, and Tide, are
global products available on several continents. Procter & Gamble
products are available in North America, Latin America, Europe, the
Middle East, Africa, Asia, Australia and New Zealand.

Manufacturing operations are based in the following regions:

 United States  Europe
 Canada  China (31 wholly-owned factories) and
 Mexico other parts of Asia
 Latin America  Africa
 Australia

Productions

The P&G production logo used from early 1986 to 2007.

Procter & Gamble produced and sponsored the first radio soap operas
in the 1930s (Procter & Gamble's being known for detergents (soaps)
was probably the genesis of the term "soap opera") [citation needed]. When the
medium switched to television in the 1950s and 1960s, most of the new
serials were sponsored and produced by the company. The serial The
Young and the Restless is currently broadcast on CBS and is still
partially sponsored by Procter & Gamble. When As the World Turns left
the air on September 17, 2010, The Young and the Restless, became
the only soap left that is partially sponsored by Procter & Gamble.

These past serials were produced by Procter & Gamble:

 Another World
 As the World Turns
 The Brighter Day
 The Catlins
 The Edge of Night
 Guiding Light
 Lovers and Friends / For Richer,
for Poorer
 Our Private World
 Search for Tomorrow
  The First Hundred Years  Somerset
 From These Roots  Texas
 Young Doctor Malone

Procter & Gamble also was the first company to produce and sponsor a
prime-time show, a 1965 spinoff of the daytime soap opera As the
World Turns called Our Private World. PGP also produced Shirley, a
prime-time NBC series starring Shirley Jones, in 1979; it lasted thirteen
episodes. They also produced TBS' first original comedy series, Down
to Earth, which ran from 1984 to 1987 (110 episodes were produced).
They also distributed the syndicated comedy series Throb. Procter &
Gamble Productions originally co-produced Dawson's Creek with Sony
Pictures Television but withdrew before the series premiere due to early
press reviews. It also produced the 1991 TV movie A Triumph of the
Heart: The Ricky Bell Story, which was co-produced by The Landsburg
Company. It also produces the People's Choice Awards.

In addition to self-produced items, Procter & Gamble also supports

many Spanish-language novellas through advertising on networks such
as Univision, Telemundo, Telefutura, and Azteca America. Procter &
Gamble was the one of the first mainstream advertisers on Spanish-
language TV during the mid-1980s.[citation needed]

In 2008, P&G expanded into music sponsorship when it joined Island

Def Jam to create Tag Records, named after a body spray that P&G
acquired from Gillette. In April 2010, after the cancellation of As the
World Turns, PGP announced they were officially phasing out of the
soap industry, and expanding into more family appropriate
programming.[17][18]
Procter & Gamble (P&G) also given also given a $100,000 contract to
the winners of Cycle 1 through 3 of Canada's Next Top Model, making
Andrea Muizelaar, Rebecca Hardy and Meaghan Waller won the prize.

Brands by type of product  Daz

 Lava
Coconut-based cleaning and
 Mr. Clean
food products
 Prell

 Purico  Crest

 Star  Zest

 Perla  Moncler

 Sunshine  Ivory

 Camay
Health care
 Mayon
 PMC  Vicks
 Victor  Fibresure
 Ola  Thermacare
 Agro  Pepto Bismol
 Fresco
Hair care and laundry
Laundry and personal categories
cleansing products
 Pampers
 Tide  Whisper
 DariCreme  Rejoice
 Primex  Tide
 Safeguard  Max Factor
 Ariel  Vidal Sassoon
 Gain  Ivory
 Bonus  Pantene
Dishwashing, fabric care and  Antikal
food categories  Ariel
 Asacol
 Joy
 Attento
 Mr. Clean
 Aussie
 Downy
 Ava
 Alldays
 Ayudin
 Pringles
 AZ

Laundry, personal care and  Balsam Color

hair care  Bess

 Blend-a-dent
 Ariel  Blend-a-med
 Ascend  Blendax
 Camay  Bold
 Clairol  Bonus
 Nice n Easy  Bonux
 Old Spice  Boss - Hugo Boss
 Safeguard  Bounce
 Secret  Bounty
 Wella  Braun
 Zest  Buffette
 Camay
Pure list
 Cascade
 4711  Charmin
 A Touch of Sun  Cheer
 Ace  Cheff
 Alomatik  Cierto
 Always  Clairol
 Ammens  Comet Cleanser
 CoverGirl  Gleem
 Crest  Head & Shoulders
 Cutie  Herbal Essences
 Daily Defense  Hipoglos
 Dash  Hydrience
 Dawn  Iams
 Daz  Infasil
 Didronel  Infusium 23
 Dodot  Inner Science
 Downy  Ivory Dish
 Dreft  Ivory Soap
 Dryel  Ivory Snow
 Dunhill  Joy
 Duracell  Koleston
 Essex  Kukident
 Ela  Ladysan
 Era  Laura Biagiotti
 Escudo  Lavasan
 Eukanuba  Lenor
 Evax  Linedor
 Fairy  Loreto
 Febreze  Loving Care
 Fixodent  Luvs
 Folgers  Macrobid / Macrodantin
 Flash  Magia Blanca
 Forte  Magistral
 Frost & Tip  Max Factor
 Gain  MaxMara
 Gillette  Men's Choice
 Metamucil  Prilosec OTC
 Millstone  Pringles
 Mirage  Puffs
 Miss Clairol  PŪR
 Motif  Rejoice
 Mr. Clean / Mr. Propre /  Rindex
Mr. Proper / Maestro  Rol
Limpio / Meister Proper /  Roli
Masto Lindo / M. Net / Don  Safeguard
Limpio  Salvo
 Mum  Scope
 Muse (beauty care  Secret
product)  Senior
 Myth  Shamtu
 Ña Pancha  Shockwaves
 Natural Instincts  Silvikrin (Hairspray)
 Naturella  SK-II
 New Wave  Supremo
 Nice n Easy  Sure
 Noxzema  Swiffer
 NyQuil/DayQuil  Tampax
 Olay/Olaz  Tempo
 Old Spice  Tess
 Pampers  Tide
 Pantene  Tip
 Pepto-Bismol  Tras
 Perla  Thermacare
 Physique  Ultress
 Pop  Unijab
  Valet  Wash
 Valentino  Wash & Go
 Vencedor  Wella
 Venus  Wellaflex
 Viakal  Whisper
 Vicks  Wick
 Vidal Sassoon  XtremeFX
 Vitapyrena  Yes
 Vizir  Zest

Unilvelr Group
Unilever is an British-Dutch multinational corporation that owns many
of the world's consumer product brands in foods, beverages, cleaning
agents and personal care products.

Unilever is a dual-listed company consisting of Unilever N.V. in

Rotterdam, The Netherlands and Unilever PLC in London, United
Kingdom. This arrangement is similar to those of Reed Elsevier and
Royal Dutch Shell prior to their unified structures. Both Unilever
companies have the same directors and effectively operate as a single
business. The current non-executive Chairman of Unilever N.V. and
PLC is Michael Treschow while Paul Polman is Group Chief Executive.

Unilever's main international competitors include Nestlé and Procter &

Gamble. They also face competition in local markets or product ranges
from companies such as ConAgra, Danone, General Mills, Henkel,
Kraft Foods, Mars, Inc., Pepsico, Reckitt Benckiser, Sara Lee and S. C.
Johnson & Son.
 Products
For a full list of billion dollar brands, see
List of Unilever brands.

Unilever owns more than 400 brands as a

result of acquisitions, however, the
company focuses on what are called the
"billion-dollar brands", 13 brands, each of
which achieve annual sales in excess of
€1 billion. Unilever's top 25 brands
account for more than 70% of sales.[14]
The brands fall almost entirely into two
categories: Food and Beverages, and
Home and Personal Care.

Unilever's brands include:

Brands with annual sales of one billion euros or more: [1]

  Blue Band[2]
  Dove
  Flora/Becel
  Heartbrand
  Hellman's
  Knorr
Axe/Lynx

 Lipton  Omo/Surf (detergent)

 Lux (soap)

 Rexona/Sure  Sunsilk
  TIGI (haircare)[3][4]

Food and beverages

Ades or Adez — Fruco — ketchup, Peperami —
soya-based drinks mayonnaise and Sausage snacks
Alsa — desserts condiments PG Tips — tea
and syrups Fudgsicle (UK)
Amora — French Gallo — olive oil Phase — cooking
mayonnaise and Heartbrand — ice oil
dressings cream (umbrella logo) Planta —
Amino - Hellmann's — margarine
dehydrated soup mayonnaise Popsicle —
(Poland) I Can't Believe It's Frozen treats
Annapurna — saltNot Butter — margarine Pot Noodle —
and wheat flour (India) spread cup noodles
Becel — also Imperial Promise —
known as Margarine — margarine Becel/Flora
Flora/Promise; health- Jif Lemon & Lime Ragú — pasta
aware: margarine, Juice sauces
spreads, cooking oil, Kasia - margarine Rama —
milk, fermented milk (Poland) margarine
Ben & Jerry's — Kecap Bango — Royal — pastas
ice cream soya sauce in (Philippines)
Best Foods — Indonesia Royco — stock
mayonnaise, sandwich Kissan — cubes, non-MSG stock
spreads, peanut butter Ketchups Squashes (only in Indonesia)
and salad dressings and Jams (India and Red Rose Tea —
Bertolli — pasta Pakistan) tea (Canada)
sauces (ambient/chilled Klondike — Ice Sana —
& frozen) and cream sandwiches Margarine (Turkey)
margarine Knorr (Knorr- Saga — tea
BiFi - sausage- Suiza in Argentina) — (Poland)
based snacks sauces, stock cubes, Sariwangi — tea
(Germany) ready-meals, meal kits, (Indonesia)
Blue Band — ready-soups, frozen Scottish Blend —
family-aware: food range tea
margarine, bread, Lady's Choice — Skippy — peanut
cream alternatives mayonnaise, peanut butter
Bovril — beef butter and sandwich Slim·Fast — diet
extract spreads (Philippines) products
Breyers — ice Lan-Choo — tea Sunce (Sun) -
cream (Australia/New Mayonnaise (Serbia,
Brooke Bond — Zealand) Macedonia, Bosnia and
tea Lao Cai Herzegovina,
Bru — instant Seasoning Montenegro) brand
coffee (India) Lipton — tea now discontinued,
Brummel & Lipton Ice Tea — Sunce factory now
Brown — margarine ready-to-drink tea produces Uniliver brand
Bushells — tea (partnership with Knor Mayonnaise
(Australia, New PepsiCo) Stork margarine
Zealand) Lizano Sauce Streets (ice
Calvé — sauces, (Salsa Lizano) - Costa cream) (Australia/New
ketchup, mustard, Rican condiment Zealand)
mayonnaise, peanut Lowry's - Tortex - ketchup
butter seasoning and garlic (Poland)
Conimex — Asian salt Turun sinappi —
spices (Netherlands) Lyons' - tea mustard
Colman's — (Ireland) (Finland/Sweden)
mustard,condiments, Maille — French Unilever
packet sauces & OK mustard Foodsolutions —
Fruity Sauce Maizena — corn professional markets
Continental — starch (food service)
side dishes Marmite — yeast Unox — soups,
Country Crock — extract spread (except smoked sausages
margarine in Australia and New Vaqueiro —
Delma — Zealand, called Our cooking margarine,
margarine (Poland) Mate) cooking oil
Du Darfst McCollins — tea Wall's ice cream
(Germany) (Peru) Wish-Bone salad
Elmlea — Mrs. Filbert's — dressing
Pourable artificial margarine (USA)
cream available in Paddle pop — Ice
different varieties (UK) cream (Australia,
Fanacoa — Indonesia [incorporated
Mayonnaise, mustard, with Wall's])
ketchup (Argentina) Pfanni —
Findus — frozen Bavarian potato mixes
foods (Italy, UK,
Scandinavia)
Flora —
margarine, light butter,
jams

Partial list of national brands variants of the Heartbrand

Algida - Czech Republic, Kibon - Brazil
Cyprus, Greece, Hungary, Italy, Kwality Wall's - India
Republic Of Macedonia, Malta, Langnese - Germany
Poland, Romania, Russia, Serbia, Lusso - Switzerland
Slovakia, Slovenia, Turkey Miko - France
 Bresler - Chile Ola - Belgium, Netherlands,
Cargills - Sri Lanka Luxembourg, South Africa
Eskimo - Austria Olá - Portugal
Frigo - Spain Pingüino - Ecuador
Frisko - Denmark Selecta - Philippines
GB Glace - Sweden, Finland Streets - Australia, New
Glidat Strauss - Israel, USA Zealand (slogan 'Nothing Beats
Good Humor - USA, Canada, Streets')[6]
China Tio Rico - Venezuela
HB - Ireland Wall's - United Kingdom
Helados La Fuente - (Great Britain), Hong Kong,
Colombia Singapore, Indonesia, Pakistan,
和路雪 - China Malaysia, Thailand and other parts
Holanda - Mexico, Central of Asia
America Wall's HB - United Kingdom
(Northern Ireland)

Home and personal care brands

Ala - laundry Dove - skin, Pond's Vibrance -
detergent hair, and Prodent - shampoo and
(Argentina-Brazil) deodorant toothpaste conditioner
Andrelon Dusch Das - Quix - Vim
Axe - shower gels dishwashing liquid (Bangladesh,
deodorant, shower Fair and (Chile) India, Pakistan)
gel, bodyspray Lovely - skin Q-Tips - Vinólia -
(Lynx in the UK, lightening product cotton swabs soap (Brazil)
Ireland and (available in India Radox - Viso -
Australasia) and Malaysia) Shower gels and laundry detergent
Ayush Finesse - Bubble Bath (Vietnam)
(India) shampoo and Range White
 Badedas - conditioner (sold in Rexona - Beauty - skin
Shower gels 2006 to deodorant lightening cream
Baba (East Lornamead Rinso Williams -
Europe) Brands, Inc.) Robijn - men's care
Biotex - Gessy softener Xedex
laundry detergent (Brazil) Sedal Zendium -
Brilhante - Glorix (known in Brazil as toothpaste
laundry detergent (Netherlands) Seda) shampoo Zhonghua -
(Brazil) Good and conditioner toothpaste
Brisk Morning - soap Signal Zwitsal -
(Southeast Asia) (Egypt) (dental care) Baby
Brut - Impulse - SR -
cologne, deodorant toothpaste with
aftershave Lever 2000 - sodium
Brylcreem - soap ricinoleate[7]
hair styling Lifebuoy - Skip -
products for men soap (Malaysia, laundry detergent
Caress - Singapore, Suave
soap Vietnam, Sun -
Cif - Bangladesh, India, dishwasher
cleaning Pakistan, Sunlight
Clear - anti- Indonesia, Sunsilk
dandruff shampoo Australia) (Sedal in Latin
(China, Linic - America, Seda in
Philippines, dandruff shampoo Brazil) - shampoo
Vietnam, Lynx - and conditioner
Indonesia, deodorant, men's Sure
Romania, Lysoform - Surf -
Pakistan, Poland, home care (Italy) laundry detergent
Hungary) Lux - Swan
Clear - women's soap, (defunct)
conditioner shower gel, and Thermasilk -
(Philippines, lotions (Caress in shampoo and
Vietnam, the United States) conditioner
Indonesia, Matey - TIGI -
Pakistan) children's bubble shampoo and
Close-Up - bath conditioner for hair
toothpaste Minerva - salons[3][4]
Coccolino - laundry and Timotei -
softener (Poland, dishwasher shampoo and
Hungary) detergents (Brazil) conditioner
Comfort Mist - soap Vaseline
Cream Silk - (Egypt) body lotion,
conditioner Neutral - shower gel,
(Philippines) laundry detergent deodorant
Degree - Omo (Vasenol in
deodorant (Bolivia) - laundry Portugal, Brazil,
Dimension detergent Italy, India, Spain
Domestos - Origins and Mexico)
bleach (Poland, Pears
Czech Republic, Transparent Soap
Romania, Pepsodent -
Hungary, Spain, dental (outside of
Germany, Italy, the United States)
Israel, France, Persil
Turkey, Australia) (IE/UK/FR/NZ)
Branding strategies of RIN (HUL) Vs Tide(P&G)
The Rs13,000 crore Indian detergent market is the largest segment in
the consumer goods sector and both players are struggling to protect
their market share and boost profit. According to Nielsen data, P&G’s
Tide brand lost around 1.5% in market share in the 18 months till
December 2009. Rival HUL’s Rin brand lost 0.6% in the same period.
HUL is also facing a slower rate of growth in the laundry segment
(washing powder and detergent bars).
PRICE WARS:
In 1991, when P&G introduced Ariel, a premium brand, in India, HUL
responded with heavy promotions for Surf. In 2005, when P&G dropped
prices by 30-50% to gain market share, India’s largest packaged
consumer goods company by sales reacted with equivalent price cuts.
To arrest its declining market share in laundry, P&G launched the Tide
Naturals variant in December, priced 30% cheaper than Tide.
According to Nielsen data, Tide Naturals has taken a 0.6% share in the
two months since its launch.
BRANDING STRATEGIES:
Now Tide has found its formula, the same global positioning as a
Detergent that cleans perfectly. So using whiteness (safedi) as a base
Tide has now unleashed the campaign highlighting its whitening power
against HUL's Rin which has the same positioning
The campaign has a desi touch and well executed. The pricing is
competitive and hence HLL is forced to rope in none other than Big B
(actor, Amitabh Bachchan) to defend Rin.
During 1990s

Rin was the first national detergent bar in India; however, the market
saw the launch of Rin Powder White in the year 1994. Tide, on the
other hand, paved its entry in the year 1998. The 1990s was a period of
continuous innovations and product improvements for Rin where it tried
to position the product in the minds of the customers through
memorable campaigns like Uski saari, meri saari se safed kaise to
Safedi ka Shehanshah. During the same period, Tide was launched as
the premium detergent in the market. The launching price of the
product was Rs. 120 per kg. According to the analysts, Tide could not
catch up in the market mainly because of its launching price that acted
a deterrent and the existence of the other brand, i.e., Ariel of Procter &
Gamble that was doing quite well in the market during this period. Thus,
Tide was slow on growth in the Indian market; it could not manage
more than 0.3% share in the total detergents market in the 1990s.

Expect the Unexpected: Price War Begins

January 2004 saw the advent of New Rin Powder with a unique double
whiteness proposition. Also, it maintained that unlike the other
detergents available in the market, the new Rin dissolved in water
completely leaving no mud like residue behind, the product also
promised enhanced fragrance. The product was priced at Rs. 42 for a
one kg pack. Rs. 80 for a 2 kg pack, Rs. 20 for 500 grams, Rs. 10 for
the 250 gram pack and Rs. 1 for the 25 gram sachet. This was a bold
and a confident move from HUL.

All these years, Tide had been pitted against Rin on the `whitening'
platform. Even P&G did not seem to be too aggressive for the brand,
however realizing that pricing being one reason for not being accepted
by the market, it slashed the prices and the product entered into the
mid-market segment rather than the premium segment. The price
slashing exercise was seen to bring in tremendous improvement in the
volumes of sales and the market share. The price was brought down to
Rs. 23 for 500 grams as against the previous price of Rs. 43, Rs. 50 for
750 grams as against Rs. 70 at which it was available earlier.
Therefore, the market saw a slash from 20 to 50% in case of the
Procter & Gamble product Tide. Thus, with these price slashes, the
market observed the two armies on the battlefield, being desirous to
fight.

2007-09

Since 2007, Tide has been steadily gaining share with Rin close behind
it. Tide had set the standards in delivering whiteness and cleansing
benefits unmatched by other detergents. The point of difference that it
suggested was that the powder would prevent dirt molecules from
setting on the clothes, thereby giving better cleanliness and whiteness
to the clothes. An additional augmentation was the pleasant lemon
flavor added to the powder to enhance the fragrance component. This
led to Rin losing out its leadership position in the market ground in
terms of whiteness also. The year 2009 saw a substantial gap in the
value share, where Tide was capturing 8% of the market share and Rin
only had 5.1% of the market share.
Pepsodent
Pepsodent advertisements spotlighted the toothpaste's distinguishing
features. It had a minty flavor that was derived from sassafras, an
ingredient found in some varieties of tea and such soft drinks as root
beer and sarsaparilla. Advertisements also pointed out the presence of
irium (otherwise known as sodium lauryl sulfate) as a mechanism for
fighting tooth decay, and to an ingredient known as IMP for preventing
tooth decay.
New product line as per customization:

COLGATE Vs PEPSODENT
Ever since the launch in 1993, Pepsodent has been trying hard to break
into the stronghold of Colgate in the Rs 3000 crore Indian Oral Care
market. Despite being a powerful brand with the powerful backing of
HUL, Pepsodent is still hovering at around 13 % marketshare
compared to around 52% share of Colgate.

Pepsodent so far has been very consistent with its positioning and
differentiation. Although the brand started its journey positioning on
Mouth Wash proposition, it quickly identified the flaw in taking that
stance. Soon the brand began to take the position of a germ killing
toothpaste. It had stuck to the positioning ever since.
The most memorable campaign of Pepsodent so far was the Dishoom
Dishoom campaign which catapulted the brand to the position of a
worthy competitor of Colgate. HUL has been tweaking the germicheck
advantage using various campaigns all these years.The brand also had
its range of variants like Pepsodent Complete and also Pepsodent
Whitening.
The recent campaigns of Pepsodent was centered around interesting
conversations among kids and also between Mother and Child. The
brand had earlier tried to attack Colgate directly through ads which
highlighted the claim that Pepsodent fights 10 tooth problems
compared to competitors’ 5 The other campaign highlighted the
common fear of mother about her child’s dental health.
In 2010, the brand had made a significant investment in bringing Shah
Rukh Khan as the brand ambassador for Pepsodent. The brand is
running two TVC featuring SRK.

COMPLAN Vs HORLICKS
Complan has never been an aggressive player compared to the market leader
Horlicks . This explains the reason why such a
powerful brand is languishing in a distant position of 15% market share
compared to the 60 % share of Horlicks.
While Horlicks has been breaking new grounds with a series of variants aiming
at the entire family segment, Complan was lying.
low all these years. The major happening for this brand in 2008 was the
launch of the new flavor KesariBadam . In the
promotional front, the brand was in a low key mode continuing with the
extension of its earlier campaign focusing on EXTRA
growth.
Today's newspaper had a stunner ad from this brand. It was a front page solus
advertisement in the news Dailies with a direct
comparative ad targeting Horlicks.
What was striking in that ad was that Complan has put a direct comparison
with Horlicks by showing Horlicks brand on the ad
and then comparing the various attributes. I have seen such explicit
comparative ads in automobile sector . In most of the
comparative ads, the name of competing brands will not be directly mentioned
to avoid litigation. The ads will either use letters
or dummies for comparison.
The ad copy asks the readers to chose between the " low cost health drink "
and " Complete Growth " . Then the ad talks about
why Complan is better than Horlicks by comparing both in the parameters
like :-
Main Ingredients
Protien Content
Protien Quality
Number of nutrients .
The ad also reinforces the new positioning " Grow Twice Faster ".
Complan is also running a TVC around the same theme. The TVC is almost a
Cut- Copy of the Horlicks' earlier campaign of "
Taller, Sharper, Stronger ". The ad shows the before-after results of two
samples and claim that Complan users grow two times
more than the non-users.
I was wondering why this sudden provocation. A google search indicated that
Horlicks has been running a campaign digging at
Complan's main attribute of ' 23 vital nutrients '. I have not seen that ad of
Horlicks.
The ad spoke of the high price of Complan and was claiming that Horlicks had
more than 23 nutrients but costs less than
Complan.
Complan had challenged this in Mumbai High Court but the ruling was not in
their favor. Hence the brand has taken the war into Price always have been
the weak point of Complan. Those who has used this brand know that its good
but was terribly expensive
compared to the other highly advertised brands. More over the brand was a
little confused regarding its positioning and
communication. However, the current spat has bought some life into this
brand.
It is a very undesirable way in which both of these mega brands are fighting
against each other. Washing dirty linens in public was never a healthy practice
but the public mud slinging which both of them has resorted to calls for
immediate action against these two companies who have no right to confuse
the public using the jugglery of language, essential nutrients and glossy
images about child nutrition. Hope, the concerned authorities would rise from
the slumber soon and take appropriate action