Advertisement Management

Vs

Compiled by
Prabhu.P IIPM- Chennai

1. Executive Summary
Advertisement in India The year was 1973. The advertising industry was the size of only Rs. 150 crore. The billing of the largest agency was about Rs. 8 crore. It was also a time of recession. The advertising industry was in a state best described as chaotic. Two young mavericks, Diwan Arun Nanda and Ajit Balakrishnan, decided it was just the time to form the agency of their own. Hell-bent on changing the perception that advertising was only a profession that wrote slogans and drew pictures, they quit MCM and they founded Rediffusion. Young, lean, mean, and even a little arrogant, it grew into an agency that demanded and got treated as an equal. In the following period Rediffusion attracted the finest talent in the country. Rajiv Agarwal, M.B. Parameswaran, V. Shantakumar and Freddie Birdie, to name just a few. The benchmark for creative excellence in Indian advertising had been set. The Arrogance of youth had come good. Overview of health drinks market in India
Indian health drinks market is still in its infancy due to the lack of awareness among the population. In value terms, the health food drink market is around Rs 1, 400 crore and in volume terms around 65,000 tonnes per annum. Glaxo Smithkline (GSK) with four brands - Horlicks, Boost, Viva and Maltova - is the leader in Indian health drink market. Complan, Glucon D from Heinz India and Cadbury India's Bournvita are also popular among the Indian health drink brands.

The biggest milestone in television was the Asiad '82 when television turned to color transmission. Bombay Dyeing becomes the first color TV ad .13th Asian Advertising Congress in New Delhi. Media planning gets a boost.

According to retail audit unit ORG Marg, GSK with four brands in the category Horlicks, Boost, Viva and Maltova - has a 69 per cent volume market share and Complan's share is 13 per cent.

No doubt, Horlicks is the leading health drink brands in India since 1930, immediately after its launch in the country. Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs. In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in children, such as iron and vitamins that aid iron absorption. Boost is health food drink (HFD), which is positioned on the energy platform in India. Developed by the Indian R&D team in 1974, and launched in 1975-76 in Kerala, Boost has been one of the fastest growing brands in the Indian GSK Consumer portfolio. Realizing that the energy segment had a huge potential, GSK India launched the brand as the 'Vitaminised Energy Fuel' with a unique chocomalt taste. The brand was launched nationally in the early 80s and has always been targeted at 8-14 year old boys. This is the section of population most enthusiastic about sports, and also with high-energy needs, in India. According to GSK sources, Viva is based on the belief that a good start to the day ensures that rest of it goes well too. New Viva is Vita health, combination of nine essential vitamins (vitamin A, C, D, B1, B2, B6, B12, Niacin and Folic acid), Iron, Phosphorus and Calcium. Viva contains a natural goodness of milk, wheat and malted barley. Maltova, a chocolate health food drink, was acquired from Jagjit Industries in Feb 2000. According to GSK official sources, to kids Maltova is the fun health drink, which is extremely tasty and makes nourishment truly enjoyable and exciting. It was re-launched in June 2002 with an enriched formulation and improved packaging. The re-launched Maltova had active rechargers, a combination of essential vitamins, minerals and carbohydrates. Maltova has again been restaged in November 2004, with an attractive new packaging that connotes an extremely high taste

1993 India's only advertising school, MICA (Mudra Institute of Communications Ahmedabad), is born

appeal and a sense of fun and excitement. American foods major H J Heinz's Indian arm Heinz India has a strong market presence with brands like Complan and Glucon-D. Complan contributes 40 per cent to Heinz's sales. Heinz's most profitable products are Complan and Glucon D. Even Glucon D has shed its health tag and repositioned itself as a fun drink. In 2001, Heinz launched a slew of new products - coffee flavored Complan. Complan is ideal for convalescents and the elderly - complete nutrition when you're off your food, pregnant and nursing mothers provides

in the form of a Bournvita Nutrition Centre. Man ki Shakti'. Bournvita has a unique taste that combines the goodness of malt and chocolate. The current Cadbury Bournvita positioning suggests that it contains specific ingredients that augment stamina and concentration in children. In 2000. In the following year 'Confidence kuch kar dikhane ka' (Confidence to achieve) became the reason to buy. complete with new packaging and design was re-launched. the product of essential vitamins and minerals with memorable campaigns based on the 'Tan ki Shakti. The next big breakthrough happened in 1999 when the brand was re-launched with a new RDA Balanced Formula. It gives the child physical and mental alertness resulting in a healthy body and an active mind. competition between children was becoming intense and Bournvita was there with its 'Extra energy to stay ahead'. dedicated to counseling mothers on her child's daily nutritional needs was opened. carbohydrate and high quality protein without the bulk of solid food.a satisfying lunchtime snack at home or at work. A loyalty program. In the last decade of the 20th Century. 'Bournvita poshan. Cadbury Bournvita has been advertising since the 1970s.who require fluid. right nutrition) encouraged consumption. busy people . By 1987. it had become the more aggressive 'Brought up right. sahi poshan' (Bournvita nutrition. athletes . In the 1992-95 period 'Shakti har din ke champion ki' (Energy for the everyday champion) was its payoff line.vitamins and minerals necessary for good health. Bournvita bright'. In 2001 Bournvita. In the 1980-82 years it was 'Goodness that grows with you'. The brand was re-launched with a completely new identity in 2001. . In the early years the positioning centered on 'Good upbringing' with Bournvita being an essential building block for children. In early 1990s Cadbury reentered the health drink market with Bournvita.

Both the brands have changed a lot in the past 4 decades. These two brands have a decent market share in the Health Beverage market. Horlicks and Complan are the common names of Indian households. The war between these two brands started in the 60’s and is continuing till date. These two brands are involved in aggressive advertising in print and television over three decades. Introduction Advertising is a fascinating subject-“the most fun you can have with your pants on”. No doubt both the brands are a grand success in the Indian market but our study aims in disclosing the advertising strategies of both the brands and how they positioned themselves in the minds of the consumers. .2. as Jerry Della Femina once said.

• • • • • • • How they positioned and repositioned in various stages. How did advertising boost up their sales? Successful repositioning of Horlicks by means of effective ad campaign. Aim of the study The aim of our study is to analyze the various advertising strategies adopted by the two giants of Health Beverage market namely Horlicks and Complan in the Indian market. How did complan position themselves in various stages? What is the present stage of the two brands? How did advertisement affect the sales? .3. Who is ahead and who is lagging behind and the reasons behind it.

4. particularly growing children and serve as energy providers for adults. . Successive generations of Indians over the past half-century have consumed it – stirred in a glass of hot milk or water – and become totally confirmed believers in Horlicks’s virtues of good health and nutrition. Theoretical Overview: 4. The market for malted milk powders in India is huge as the product is widely used as a nutrition and energy supplement by children and adults. Horlicks is one of the best known brands in the health food category. a strong distribution network and a deep understanding of consumer needs. commitment to quality. focused communication. 10. The size of the market is estimated at Rs. Today.170 million. a jar of Horlicks occupies a visible position in Indian kitchens. This is only to be expected for a brand that consumers have been using since the 1930s. Horlicks occupies the leading position with over 50% shares of the market (Source: AC Nielsen ORG-MARG 2002). It owes its success to a strong brand heritage.1 Horlicks: Quite often. Health food drinks provide nourishment for the family.

Despite Operation Flood. offer a variety of flavors to cater to the changing tastes of consumers. in fact. This strategy has expanded the market and brought new groups into the Horlicks fold. The brand enjoys the trust of generations of Indian mothers and this relationship has been nurtured by the brand by fortifying the product from time to time. It has also created new attractive packaging options including jars. Horlicks’ enviable brand reputation and continuous product improvement has helped it stay ahead of its competitors. Horlicks was the first brand in India to introduce a refill pack option and also the first to shrinkwrap bottles. In a way. are the norm as the brand that offers the most value to consumers is likely to win. Horlicks was fortified with Smart Nutrients – a unique combination of vitamins and minerals – intended to imbibe growing children with mental agility and physical fitness. Most brands in the category. Junior Horlicks was relaunched with extra nutrients to build the immunity of little children. while Junior Horlicks has been especially formulated for little children. Mothers Horlicks is targeted specifically at pregnant and lactating mothers. the durability of the Horlicks brand has remained and has. today. there’s a Horlicks pack for every occasion and mood. Junior Horlicks contributes 11% to Horlicks’ total sales turnover and has been one of the fastest growing product extensions to the Horlicks brand. too. But it isn't just product development that Horlicks has concentrated upon. It has created new segments in the market place by introducing sub-brands aimed at specific consumers. This is because the brand has been able to reinvent itself – and the market – and create positioning strategies that are in sync with consumer needs. Achievements Horlicks has a significant presence in over fifteen countries. Today. History . Today Horlicks is the best known brand in the health foods category in India. Product innovations. been strengthened over the years. In 1998. refill packs and sachets.

In the 1870s. their sons sold the brand to SmithKline Beecham. after whom the brand is named. By 1994. It was in this phase that the brand saliency shot up. That is why Horlicks is considered to be ‘the great nourisher’ for the entire . She was the gatekeeper of her family's health. it had created ‘Ideal Horlicks’ – and improved product formulation that also brought back the taste people reminisced about. the protagonist. there was availability of milk and the raisins détre for buying the brand became weaker. Suchitra. James Horlicks. they found J and W Horlicks of Chicago. Add warm water or milk and you’re ready to enjoy a drink that’s tasty and nourishing. pinches of wheat flour with a dash of evaporated milk. Horlicks aimed at growth by growing the consumer base. Add ice cubes. Horlicks was re-launched on the immunity platform. epitomized the modern housewife of those days. babies often fell sick as fresh milk soured quickly without refrigeration. (GSK) for £20 million. invented by James and William that saved the day. He became ambitious after inventing some recipes of his own. The 1970s saw its position shift to ‘The Great Nourisher’. The medical credentials were reinforced through the depiction of a doctor as the rational voice. cold milk or water to reconstituted Horlicks and it turns into a delicious. In 2002. That's Horlicks recipe for success. It was this recipe. was a chemist who worked for a company which produced dried infant food. Later. The next decade saw Horlicks face an immense external challenge. Product Put a couple of tablespoons full into a mug. It was in 1906 that James returned to Britain and opened the Horlicks Malted Milk Company.Some malted barley. now known as Glaxo SmithKline. Thanks to Operation Flood. Up until the 1960s Horlicks was positioned as an adult restorative drink that gave extra energy. Horlicks fought back. their business grew rapidly. In 1984. thirst quenching drink on a hot afternoon. especially during convalescence. So along with his brother William. From then on.

the company also took steps to brighten up its image in 2005.2 J.T. Advertising Age ranked JWT as the #3 agency network worldwide in 2005 with revenues of $1. the agency has an enormous geographical spread.the Ad agency for Horlicks J Walter Thompson is one of the most famous names in advertising history.W. now don't talk to the mothers but to the kids. enjoys more than half of the Health Food Drink market.3bn 'The Great Family Nourisher' Horlicks is the leading Health Food Drink in India and as the ‘Most Trusted Drinks Brand' (Economics Times Survey. With revitalized packaging synergistic with the new brand personality. the product has different formulations in order to cater to varying consumer segments and serve different consumer needs. 2004) in India. The medical credentials and heritage of the brand have reinforced the image of the brand for years. although it now prefers the term global brand communications. Horlicks is sold in a number of countries across the world. Toffee. with offices in 150 cities in 86 countries. Kids are providing an interesting repositioning opportunity' 4. . It was arguably the world's first advertising agency.family. Horlicks underwent a revamp in 2003 to further increase its relevance. 'Beverages like Horlicks. it is a favorite with both mothers for its nourishment and kids for its great taste and variety. The modern & contemporary Horlicks offers 'pleasurable nourishment' with a delicious range of flavors including Vanilla. Although it has been a popular brand in the Indian market since the 1930s. In different countries. Owned since 1987 by WPP. Under any name. Elaichi and Chocolate. dropping the J Walter Thompson name in favor of its well used abbreviation JWT and a new logo.

Still visible on the main street of . 4. Horlicks is a beneficial supplement for children to aid not only their growth. concentration and memory as well as their physical performance and growth. it has been seen that children in India are not getting enough of these vitamins and minerals from their daily diet. but also enhanced attention and concentration. New Zealand. the production center was moved from New York to North Carolina in 1970 and the following year another research center was built. Originally a baby food manufacturer processing local milk into an early baby food by the same name.3 GSK History Merger history There are four main companies in the history of GSK: Burroughs Wellcome & Company. Beecham. It helps meet the requirements of essential nutrients in children. and SmithKline and French. such as iron and vitamins that aid iron absorption. Also. From the available data. Horlicks is positioned as a bed time drink in Uk. Wellcome Tropical Researches Laboratories was opened in 1902.. Glaxo Laboratories. Research shows that these nutrients are very important for school age children for their attention. In 1880. McDougall & Robertson Inc.sleep well………….In India. Glaxo was founded in Bunnythorpe. Thus. the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. we have established this through a large clinical trial among school going children. Drink well……. In fact. was bought by the Wellcome Company to be more active in animal health. which was sold in the 1930s under the slogan Glaxo builds bonny babies. Burroughs Wellcome & Company was founded.

The following year it added hair products for men by buying another company. Glaxo Inc. GlaxoWellcome opened Medicine Research Center in England. After it bought Meyer Laboratories. To be stronger in the medicine market. Glaxo became Glaxo Laboratories. Burroughs Wellcome and Glaxo. It added Lucozade energy drink and Macleans tooth paste to its product chain in 1938. England for rapid production of medicines in 1859. and opened new units in London in 1935. Three years later GlaxoWellcome bought Polfa Poznan Company in Poland. The new name of the company was GlaxoWellcome. Beecham opened its first factory in St Helens. bought companies for various products. moved to Research Triangle Park (US headquarters/research) and Zebulon (US manufacturing) in North Carolina. The GSK Headquarters in Brentford. Inc merged in 1995. it started to play an important role in US market. It built Beecham Research Laboratories and six years later it bought C L Bencard Inc. Glaxo Laboratories bought two companies called Joseph Nathan and Allen & Hanburys in 1947 and 1958 respectively. Same year.Bunnythorpe is a derelict dairy factory (factory for drying and processing cows' milk into powder) with the original Glaxo logo clearly visible. In 1983. . Lancashire. but nothing to indicate that this was the start of a major multinational. In 1943 it decided to focus more on improving its research. which specialized in vaccines. Beecham Inc.

Smith Kline & French Laboratories opened a new laboratory in Philadelphia. Richard and Company because of their successful management decisions. Beecham and SmithKline Beckman became one and changed the name of the company to SmithKline Beecham plc. The headquarters of the company were then moved to England. Smith Kline & French Laboratories bought 7 more laboratories in Canada and US six years later. and enlarged by 50%. To improve the R&D in US. it bought a laboratory called Norden Laboratories which was doing research into animal health to benefit their research in various other areas. To move on this path. it bought Allergan which was making products about eye and skin. John K. Years later. SmithKline Beckman bought its biggest competitor. it changed its name to SmithKline Beckman. furthermore. SmithKline Beecham bought a new research center in 1995. The next year. Since 2000. In 1982. The company also wanted to spread all over the world to capture shares in various medicine markets. In 1988. It also merged with Beckman Inc. Smith Kline & French Laboratories bought Recherche et Industrie Therapeutiques in 1963 to focus on vaccines. Kline and Company favorably amalgamated with the French. Smith opened its first pharmacy in Philadelphia. Second…… GSK is the world’s second largest Health Care company in the world. Because of this. It changed its name to Smith Kline & French Laboratories to more focus on researching in 1929. .In 1830. Over the years Smith. After this merge. The latest merge occurred in 2000 with GlaxoWellcome. the name of the company has been GlaxoSmithKline. Yet another new research center was opened in New Frontiers Science Park two years later. International Clinical Laboratories.

4 Ad critizism: Junior Horlicks 2000 A mother is looking out for her kid who is mischievous. The kid is really naughty and makes the whole house a mess. . .4.

.Mom is happy that her kid is really active.

She feeds her kid with Junior Horlicks which provides extra growing power and helps in keeping the child active all day long. .

Junior Horlicks has got the special 1-2-3 nourisher that helps the kids with faster growing power 2001 Two kids are playing cheerfully. .

. Her friend invites her to stay in her place tonight.One of the kids mother invites them to have their drink.

Both of them argue as to who will ask for permission.Both the kids hesitate to ask her mother. .

The kid is extremely happy and so is the mother as the kid is happy.Mother finds it out herself and permits her to stay in her friend’s place that night. .

Horlicks promises you that motherly care and love by improving your health! How emotional is that!!!!!!!! This ad is very much emotional and appealing to the viewers. . Complan has failed to Create such emotional campaigns.

.2002 Why HORLICKS is necessary for life? It improves the immune system of your body.

Helps in building resistance power. .

.Helps in improving Stamina Provides nutrition for growing up.

.It Helps children growing up in a healthier way. Helps in maintaining your health. Prevention is better than cure.

irrespective of whether your brand core is in the health space.HORLICKS improves your resistance level and stamina helping u live a healthier life. . because this aspect of health is more relevant today.This time Horlicks has taken the negative approach. So as a marketer wanting to launch new products. remember to connect to a health trend relevant today.This is a milestone in its advertising strategy. Horlicks was always very close to Health.Here they emphases the need of the drink. It was always an ideal health supplement. But it has latch on to the social trend of health via the “Resistance” route. They speak about protection.

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The brand in 2005 extended itself to a new segment: adults with its Horlicks Lite variant. As discussed in the one of my blogs.Horlicks. Zero Added sugar . The Lite boasts about Zero Cholesterol. the success of the brand lies in its ability to change with the changing consumer.16 years and has been successful in establishing its present there. Parents and Kids. The brand initially was aimed at kids aged around 6.e. The new strategy of the company is to extend the brand into a family health drink brand with variants suiting every member of the family i. The brand owns more than 50% market share.updating always Horlicks is the market leader in the Rs 1300 crore health drink market in India.

A proactive brand. About 11% of total sale of Horlicks comes from Junior Horlicks 4. By continuously reinventing itself in different flavors ..5 COMPLAN There is this story of a taxi driver in Kolkata. Complan’s offering of ‘Complete Planned Food’ has. The brand also came up with another line extension Junior Horlicks aimed at pre-schoolers.is clearly aimed at the Parents. who. despite his limited means. indeed. The campaign says that Horlicks can drive away the Exam GHOSTS. Currently Horlicks is running a Topical that is related to exams. To promote the Junior Horlicks. the brand has come out with a Piggy Bank shaped Horlicks Jar which is a consumer promotion scheme. Junior Horlicks claims to have DHA which is Docosahexaenoic Acid which is an Omega-3 fatty acid which will boost the brain power. The latest campaign of Lite aims at the lady in the house and reminds her to keep her husband active with Horlicks lite. struck a powerful chord with consumers. Right now this brand is rocking. wants to ensure that his child gets Complan. Complan – the Complete Planned Food – has endeared itself to many. With these three variants. Horlicks have covered all the life stages ( except infant) of a consumer. He wants this because he desires her to grow healthy and bright.

It has kept pace with a growing market which itself has evolved into a mature category. on the other. Traditionally positioned as milk substitutes. Whites account for 69% of the category with Browns accounting for the rest (Source: ACNielsen Retail Audit. 2003). There are two important reasons for the brand’s success. Complan is a key player in the MFD category. the biggest markets for Milk Food Drinks (MFDs) were in the milk deficient Southern and Eastern regions of India. MFDs were repositioned as health beverages. after the success of Operation Flood by the National Dairy Development Board in the 1980s. In fact in two of the largest category markets – Kolkata and Chennai – the brand outperforms competition on two key image parameters: high on nutrition and children’s growth (Source: Pathfinders Track). Complan has come a long way. Complan has been able to successfully establish itself in the mother’s mind. On the one hand. (Operation Flood was a program launched in Gujarat and was aimed at increasing milk production). Complan’s availability in exciting flavors has endeared it to children. today.10. also reaches adults who find it to be the perfect nutritional supplement. Achievements .’ MAT September 2003).000 tonnes (Source: ACNielsen Retail Audit.400 million and comprises a volume of 48. Since its entry into the Indian market in 1964 and as an over-the-counter (OTC) product since 1969. Today. Today. However.it has breached the banks and. While the Whites were considered therapeutic. the market for health beverages as a category is valued at Rs. MAT Sept. the Browns were perceived simply as taste modifiers. as a food essential for growing children. MFDs can be broadly segmented into the Whites (milk derivatives) and the Browns (malt derivatives). It has grown at an average compounded annual growth rate of between 10% and 12% per annum over the last decade and is retailed in over 700.000 outlets.

they were carrying more than just ammunition for firepower. In this period. Complan’s current consumer base runs into hundreds of thousands of households across the country. After it went OTC in 1969. Apart from India. It is retailed through more than 225. Complan is also available in the UK. MAT August 2003). in order to expand its user base. . In those days its tag line “Complan has 23 Vital Nutrients whereas Milk has 9” had established Complan’s superiority over milk on nutritional delivery. Nepal and Sri Lanka. Glaxo brought Complan to India in 1964 and marketed it through doctors as a convalescence drink. History When British soldiers landed on the beaches of Normandy during World War II. Heinz bought out Complan from Glaxo. The brand’s positioning as the ‘Drink for growing children’ coupled with its superior nutritional formulation are its greatest strengths today. it has been growing over the last twenty years to register a constant upswing in its market. They carried with them a powdered nutritional supplement called Complan which had been introduced by Glaxo. It has now come to stand for the Gold Standard of Nutrition (Source: Pathfinders Track . Venezuela. Given Heinz’s commitment to quality and leadership. Australia. The brands’ next major milestone was reached in 1975 when. In 1994.Complan’s growth closely resembles its core consumers.Kolkata).8% share across the entire MFD category (Source: IMRB Household Panel. Complan made a strategic shift in its target market and positioning. Complan has evolved into India’s premium health beverage for growing children.000 outlets and has an impressive 16. it has doubled its market share while commanding a price premium in excess of 40% over its nearest competitor. Complan continued to be perceived as an ethical product. Complan was now repositioned as an ideal nutritional supplement for growing children.

but it was his creation of the Marlboro Man. where the real advertising dollars were spent. his trusted and loyal employees encouraged him to start his own advertising firm. He then climbed his way to the top of the advertising department. most sought-after agencies in the world. He had some trouble hiring the most sought-after and creative personnel because they were all heading to New York. Early business ventures allowed him to make it. he found that it was in advertising where the money was made. and it was at that point that had his mind set on going to New York. He began to head the advertising department for a new car company. Although Leo Burnett studied journalism at the University of Michigan and even worked after graduation as a reporter.Product Enriched with 23 vital nutrients in balanced proportion Complan is an ideal nutritional supplement for children in its target segment of four to fourteen years.6 Leo burnett Creating such iconic symbols of American-branded products. Indiana. . but as the company left the state. Leo Burnett worked long and hard to push a new style of advertising – one that focused on giving the product national recognition more than long-winded persuasion. he then decided to remain in the mid-west and subsequently moved his family to Indianapolis. he wanted to stay in the area. After entering the Navy for six months. However. Burnett then decided to head to Chicago where he started working for Erwin Wassey and remained for five years. he quit is job and began working for Cadillac Clearing House. working as an editor. 4. and Tony the Tiger that would make his small mid-western company became one of the largest. So. the Jolly Green Giant. It is Heinz’s constant endeavor to upgrade Complan’s formulation as per the latest developments in nutritional sciences and the changing requirements of growing children. Complan – the Complete Planned Food in a Drink – is formulated as per the World Health Organization (WHO) guidelines suggested for growing children.

famous for both its "57 Varieties" slogan and its British commercial jingle "Beanz Meanz Heinz. and the company started with small products – anything they could contract. Noble. and in the following year they introduced what would become its most well-known product: tomato ketchup. J. The name changed to Heinz. After a banking panic forced him into bankruptcy in 1875. United States-. to ten. Heinz restarted his business with the help of his brother John and his cousin Frederick. to five. Heinz Company commonly known as Heinz. was formed. to nearly 100 million dollars in ten years. Noble & Company in 1872 when E.a borough adjoining Pittsburgh. then 25 years old. Heinz. Noble joined on and the company relocated to nearby Pittsburgh. Heinz Company H. and was run by Heinz and partner L. Inc. Burnett’s company’s billings grew from one. The new . lured them in. ones that grabbed the consumer’s attention. The company who produced Jolly Green Giant products even changed their company name to Green Giant after the Giant’s success. He stuck to his staunch beliefs about how advertising should change. followed by pickles. C.7 H. The company was initially named the Anchor Pickle and Vinegar Works. J. The company's first product was horseradish. and made them examine the scene. his company makes well over eight billion dollars a year in worldwide sales. began by delivering processed condiments to local grocers by horse-drawn wagon. and tomato ketchup. Now. He was able to create ads different from anyone else." was founded in 1869 by Henry John Heinz in Sharpsburg. J. 4.The Leo Burnett Company. Pennsylvania.

In actuality. Another famous slogan is "Beanz Meanz Heinz". The result was. In 2002. was chosen by Henry Heinz in 1892 after he saw an advertisement for "21 varieties of shoes" in an elevated train car in New York. The superbean." instead. was not immediately acted upon. a massive majority in favour of keeping the slogan. Variations of this slogan were used over time. although in 2004 they started spelling "Baked Beanz" with a "z" on their beans. The slogan was put in abeyance during the 1990s. & J. such as "A million housewives every day pick up a tin of Beans and say.company was known as F. with Heinz's subsequent ad campaign using the slogan "The bean. the company was producing over sixty different products at the time. however. .1996. Heinz until 1888. Beanz Meanz Heinz". or "Don't be mean with the Beans Mum.J. which is seen as a reminder of the slogan. and officially dropped in favor of "Heinz Buildz Britz" c.Consumer FAQs Retrieved Oct 25 2006). Heinz Company Heinz . when Henry bought controlling interest from his brother and gave the business its current name. New and old versions of the brand The company's famous slogan. Beanz Meanz Heinz". This. the new slogan was quickly dropped. as expected. the company used the nostalgia that by this time surrounded the slogan by running a campaign called "Keep it or can it?" in which Heinz ads from the 1960s and 1970s were re-run. used in the 1960s and beyond to advertise their baked beans in the United Kingdom. but after a surprise decline in sales. with the addition of an invitation to the public to vote on whether the slogan should be kept. but Heinz chose the number 57 because the numbers "5" and "7" held a special significance for him and his wife (H. and in 2006 it was announced that the company are planning to re-introduce the slogan in a future campaign. "57 Varieties".

who was then succeeded by Skull and Bones member. Heinz II.In 1994 heinz bought the brand Complan fron Glaxo. in 1941.300 products worldwide ranging from ketchup to baby food and canned seafood. Journey of Complan . and control of the company passed to his son. Heinz sells more than 1. sales had reached the billion dollar mark. Howard Heinz. H.In 1919 Henry Heinz died. By 1972. J. Today.

Stage 2 .Stage 1 It was given as a part of ration in the UK army.

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promoting them directly to consumers with mass media advertising.for a while. ‘far superior’ to competing products. Glaxo set up a family products group in the company with the object of promoting some of its ethical brands over-the. .Initially the ad agency for Complan was Lintas. “It’s too much of a good thing.counter. However. In 1970. after some time growth leveled off. and it is perceived as. Introduced into the Indian market in the early sixties. And that is precisely the problem. As one housewife remarked. It was developed by GLAXO Laboratories as a Complete and balanced nourishment for serious medical and surgical patients unable to take normal food. if modest. This ethical positioning as complete and balanced nourishment obtained very good support from doctors and a growing. which is. to doctors who then prescribed it for their patients. It is.It is Lintas who made the “complete Planned food” advertisement. Complan was one such product and it more than justified those expectations. It was judged that this would greatly increase their sales volume. Too Much of a Good Thing The problem of marketing COMPLAN is somewhat unusual. Do I need really all that?” The origin of COMPLAN explains its vastly superior formulation. that is. tonnage of sales was achieved. COMPLAN was first promoted ‘ethically’.

Stage 3 .

The copy gives considerable factual information about these 23 nutrients and how they affect bodily functions. etc. protein to build up and repair tissues and cells. said the first ad. `Your body needs 23 vital food’. It positioned itself directly against milk.g. Complan adopted the strategy of `Positioning by Competitor`. vitamin A for the eyes. folic acid to form new blood cells. e. calcium for healthy teeth and bones.In its very first public appearance. Complan gives all 23` Notice the semi-clinical look of the advertising which reflects the transition from ethical to consumer promotion. `Milk gives 9. .

In India. and BOURNVITA. there was cause for rethinking. particularly. Very wisely. And. it is almost an object of reverence as a necessary ingredient in many religious rituals. then the logical product class definition had to be other malted milk-foods like HORLICKS. It is regarded as the source of life. Moreover. as a socially aware corporate citizen. VIVA. was being given a great deal of marketing and advertising support. Despite the success of this strategy. Glaxo wondered whether it should be in the business of `knocking` milk formed such a vital part of the nation’s health and nourishment plans. What really did this positioning imply? Taken to its logical extreme. this positioning strategy for COMPLAN was abandoned. . milk has a unique position in the consumer’s psyche. Fighting milk would not be a cakewalk. It meant that COMPLAN should Displace milk from the dining table. In fact. growth and health. here was a classic instance of looking afresh at a key positioning decision: which product class are we competing in? If not milk. milk. This can also be described as the health beverage product class. The steady growth also reflected that a considerable number who tried the brand stuck to it and repeatedly purchased it. with Operation Flood well under way . The consumer off take of the brand rose from a volume index of 100 in 1969-70 to 298 in 1973-74.This advertising and the position assumed by the brand created a high degree of awareness and trials. in the form of powder and also as fresh milk from the Mother Dairies.

so packed with all good nourishing thing. with the label of HORLICKS whose list of ingredients runs out after naming a few. The positioning strategy was similar to what had proved to successful earlier-positioning by attributes and by the main competitor. against HORLICKS.Stage 4 The strategy seemed to be readymade! How should we reposition COMPLAN? Why. the leader in the health beverage category? Just ask the consumer to compare the label of COMPLAN. Research data also showed that many COMPLAN users were earlier users of HORLICKS. of course. Check: how many do other food drinks give?’ The consumer was urged to read the . `Your body needs 23 vital foods every day. `The great nourisher’-HORLICKS – was to be treated as the reservoir from which would flow a steady stream of consumers to COMPLAN The new headline in the press ads (1973-74) said.

Consumers agreed that COMPLAN was a superior source of nourishment but they also felt it was ` Too much of a good thing` for them. violently so by children. Did they really need it? Taste: Its taste was almost universally disliked. The year 1974-75 was the first time when sales of COMPLAN declined.label on the COMPLAN tin and to compare it with the label of his present brand. A thorough review seemed called for Review of strategy: Sales data as well as consumer research. This strategy bombed. who were often forced to drink it by health-conscious mother. should one try to create a unique position for COMPLAN and then ask consumers to judge if HORLICKS or any other competitor could be substituted in that position? Dialogue with the Consumer: . assumed to be HORLICKS. Even a spoonful of sugar couldn’t make it go down! Strategy: Was COMPLAN on the right track in its preoccupation with fighting the competitor. including group discussions. head-on? Would it better for COMPLAN to achieve a perception in its own right? Instead of making HORLICKS the standard of comparison. HORLICKS. brought some key problems to the surface. Price: COMPLAN’S price was almost twice that of HORLICKS.

Several interviews had the following pattern. you see.’ Well. In the COMPLAN household. And it’s such a well-known Product and a sort of family tradition.’ Interviewer: Housewife: ‘But Madam. But the more significant data was that even if there were few additional converts. I think we’ll switch over to HORLICKS. Mother: ‘I know COMPLAN is good for him (my son).’ Housewife: Interviewer: Housewife: ‘COMPLAN is good but we can’t afford it. What we need is a bit of Extra nourishment. . enough is enough. besides normal food.’ ‘Madam. but he can’t stand the Taste. This seemed Significant-that COMPLAN was perceived as something more special than HORLICKS and was therefore more selectively used. now that I Am all right. we’re not a sick family. It costs only half as much. COMPLAN gives you so much more nourishment than HORLICKS. not a daily dose of medicine. all of us work hard and I feel a bit more reassured if we take Something extra. While other brands like BOURNVITA and the industry were growing.COMPLAN’S dialogue with the consumer had evidently broken down.’ A large mass of research data brought out one priceless nugget: In the HORLICKS household there were more than two users of the product on the average. there was steady re-purchase of COMPLAN by many households indicating that it had a core of loyal users despite its seeming handicaps. the average number of product users was far less. COMPLAN was not. you know.’ Elderly person: ‘My doctor asked me to take COMPLAN after my illness. why do you use HORLICKS?’ ‘Well.

Why did they stick with COMPLAN? Research plus judgment provided the answer. There were elders and convalescents for whom the housewife felt responsible when they went off their food. busy taking care of others and thoroughly exhausted at the end of her daily chores. There were many households with children who were fussy eaters and mothers constantly worried about their lack of nourishment. And there was these marvelous women herself. There were workaholic husbands who skipped breakfast or lunch. Stage 5 .

The New Look of COMPLAN .

the harassed housewife herself. (1975-76) is an unambiguous example of advertising designed to serve a clear-cut positioning strategy. but everyday situations? The ads clearly presented COMPLAN as a product which was unique and COMPLAN in its nourishment value. Cardamom saffron. The availability of full –fledged commercial TV in 1978 and the heavy use of this medium by COMPLAN gave the brand further thrust. provided the thrust for a take-off in sales. the husband rushing off with his uneaten breakfast on the table. to what could the worried mother and housewife turn? What health drink would assure her of all the nourishment that was needed in these special. From an index number of 203 of sales volume in 1974-75(1969-70 = 100). . The package design was cleaned up and modernized.COMPLAN strategy went through a radical change. The cinema commercial (TV became available at a later data) dramatized these usage occasions more vividly: the problem eater child tossing his food aside. but the product itself wore a new and more attractive look. because of its universal popularity. Could this position be adequately substituted by any other brand? No way. The product’s taste was improved through a change in the manufacturing process. It was no longer ‘too much of a good thing’ but the only brand with enough good things to give her the reassurance she needed. It was now decided to position it-not by competitor-but by target user and usage occasion. together with product improvements. New flavours were introduced: chocolate. COMPLAN’S position could now be stated as follows: COMPLAN is ideal for totally fulfilling the nourishment needs of people who cannot or do not eat enough because only COMPLAN is complete with 23 vital foods for the body. the convalescing elder who has no appetite for food. this repositioning strategy. sales shot up to an index of 408 by 1978-79-a doubling of volume in four years. iced drink. Not only COMPLAN advertising. the strawberry flavour was reserved for later introduction-as a delicious. especially with the young. a typically Indian flavour with images of health and goodness. And the price was increased! The Take-Off In a very real sense. In such situations.

with hindsight. It had long been surmised that the actual users of COMPLAN were predominantly children of school-going age. expectant and nursing mother. It is noteworthy that with sales rapidly increasing. instead of broadening its user positioning. 1998 Lintas becomes Ammirati Puri Lintas (APL) . Later research corroborated this belief. busy adults (especially housewives and rushed office-goers). Who Should Take COMPLAN Complan is ideal for growing children. By positioning COMPLAN in a unique slot. This was a far younger age profile than for other malted milk beverages.It became clear that price was not the barrier to growth. A Sharper. It was found that close to half of the actual users of COMPLAN were of school-going age. elderly people and athletes. This calls for a great degree of strategic clarity and courage. active adult. Narrower Positioning If you read the fine print in the earlier ads for COMPLAN n this versatility would become apparent. the next repositioning exercise brought about a much more focused and narrower positioning by target user. such as the elderly and the busy. But. you may wish to go more deeply into the reasons for this sharply focused positioning for growing children and apparent indifference to other user. consumers were persuaded to see that it had no real substitute and a new price-value perception was created for the brand. Take the very first ad with which COMPLAN went ‘public’. The next ads positioned COMPLAN single-mindedly for ‘growing children’ and were created and released by Lintas in 1981 Sales data show that COMPLAN’S growth was accelerated following this most recent re-positioning.

that COMPLAN was consistently advertised to the medical profession through ads such as in .You should note. 4. however.7 Ad Criticism: Complan ecstasy Failures Complan Ecstasy (2000) A boy returns home late night. Also note that a much higher percentage of COMPLAN sales came from chemists as compared to other malted milk drinks. .

Afraid of his parents he looks nervous Dad scolds him and does not listen to his explanation. .

. The mother prepares Complan Ecstasy for the boy.The boy shows his frustration on his mother.

Boy drinks Complan and starts reading his subjects. The advertisers should have given a proper . The target group was not clear. There is no strong reason for the consumers to buy Complan Ecstasy. This campaign failed to capture a proper place in the minds of the consumer and the product failed completely. The Parents feel very happy.

The Boy is relaxed and relieved of tension Cricket Quiz Book 2001 . This time delay might prompt the viewer to switch over to some other channel.reason for the consumers to make the purchase.The brand name appears only after 10 seconds.

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2006 Mothers measure the heights of their children. .

One of the mothers who uses ordinary health drink says her child has grown by ½ an inch The mother who uses Complan says that her kid has grown up by an inch. .

.The mother who uses Complan says that her kid has grown up by an inch.

Complan has 100% milk protein that helps in the growth of the children. .

Complan provides you with extra growing power. 2007 A kid invites all his friends to play.The mother who uses ordinary health drink decides to change over to complan. .

.He is fascinated by his new flying disc and wishes to share it with his friends. He shows them his new flying disc.

All his friends have their own flying disc with each other. Everyone starts playing happily with their flying discs which comes with Complan. .

This ad can give short term hike in sales. .Flying Disc free with every 500gm of Complan. This ad shows that Complan’s desperate attempt to increase the sales.

During that stage health beverage was very much new to Indian market. Horlicks was introduced in India in 1930 and Complan in 1964.Glaxo owned Complan and Beecham owned Horlicks..8 Complan VS Horlicks 1960’s…. From that these two brands have come across a lot of changes. .4. Both beverages were prescribed only by the Doctors in the initial stage.

promoting them directly to . especially during convalescence. epitomized the modern housewife of those days.counter that is. In those days its tag line “Complan has 23 Vital Nutrients whereas Milk has 9” had established Complan’s superiority over milk on nutritional delivery. Suchitra. 1970’s…… Milk scarcity in India. Complan continued to be perceived as an ethical product. Milk is regarded to the most Nutritious drink among Indians. Horlicks: Up until the 1960s Horlicks was positioned as an adult restorative drink that gave extra energy. The reason for Horlicks shift in positioning was “The Operations Flood” in Gujarat which is popularly called as “The White Revolution” swept off the milk scarcity. the protagonist. This forced Horlicks to change its positioning. It was in this phase that the brand saliency shot up.Complan: After Complan went OTC in 1969. The 1970s saw its position shift to ‘The Great Nourisher’. Complan: In 1970. Milk scarcity in India promoted the sales of Horlicks. People were getting enough milk. Glaxo set up a family products group in the company with the object of promoting some of its ethical brands over-the. The medical credentials were reinforced through the depiction of a doctor as the rational voice. Horlicks: Horlicks tried to make use of the milk scarcity and positioned itself as a substitute to milk. She was the gatekeeper of her family's health.

protein to build up and repair tissues and cells. with Operation Flood well under way . milk has a unique position in the consumer’s psyche.for a while. Glaxo wondered whether it should be in the business of `knocking` milk formed such a vital part of the nation’s health and nourishment plans. It is regarded as the source of life. said the first ad. e. Moreover. calcium for healthy teeth and bones. This advertising and the position assumed by the brand created a high degree of awareness and trials. It was judged that this would greatly increase their sales volume. Complan adopted the strategy of `Positioning by Competitor`. folic acid to form new blood cells. Fighting milk would not be a cakewalk. was being given a great deal of marketing and advertising support. And. Very wisely. It positioned itself directly against milk. In its very first public appearance. in the form of powder and also as fresh milk from the Mother Dairies. `Your body needs 23 vital food’. What really did this positioning imply? Taken to its logical extreme. Complan gives all 23` Notice the semi-clinical look of the advertising which reflects the transition from ethical to consumer promotion. The copy gives considerable factual information about these 23 nutrients and how they affect bodily functions. The steady growth also reflected that a considerable number who tried the brand stuck to it and repeatedly purchased it.g. Despite the success of this strategy. vitamin A for the eyes. growth and health. etc. this positioning strategy for COMPLAN was abandoned . Complan was one such product and it more than justified those expectations. `Milk gives 9. It meant that COMPLAN should Displace milk from the dining table. particularly. The consumer off take of the brand rose from a volume index of 100 in 1969-70 to 298 in 1973-74. there was cause for rethinking.consumers with mass media advertising. In India. it is almost an object of reverence as a necessary ingredient in many religious rituals. milk. as a socially aware corporate citizen.

of course. (1975-76) is an unambiguous example of advertising designed to serve a clear-cut positioning strategy. assumed to be HORLICKS. including group discussions. The cinema commercial (TV became available at a later data) dramatized these usage occasions more vividly: the problem eater child tossing his food . A thorough review seemed called for Review of strategy: Sales data as well as consumer research. against HORLICKS. `The great nourisher’-HORLICKS – was to be treated as the reservoir from which would flow a steady stream of consumers to COMPLAN The new headline in the press ads (1973-74) said. so packed with all good nourishing thing. Complan made a strategic shift in its target market and positioning. This strategy bombed. the leader in the health beverage category? Just ask the consumer to compare the label of COMPLAN. Complan was now repositioned as an ideal nutritional supplement for growing children. Check: how many do other food drinks give?’ The consumer was urged to read the label on the COMPLAN tin and to compare it with the label of his present brand. in order to expand its user base. brought some key problems to the surface. The positioning strategy was similar to what had proved to successful earlier-positioning by attributes and by the main competitor.The next positioning: The strategy seemed to be readymade! How should we reposition COMPLAN? Why. The reason behind Complan repositioning itself was the same “Operations flood” in Gujarat. The brands’ next major milestone was reached in 1975 when. The year 1974-75 was the first time when sales of COMPLAN declined. `Your body needs 23 vital foods every day. with the label of HORLICKS whose list of ingredients runs out after naming a few. Research data also showed that many COMPLAN users were earlier users of HORLICKS.

aside; the husband rushing off with his uneaten breakfast on the table; the convalescing elder who has no appetite for food; the harassed housewife herself. In such situations, to what could the worried mother and housewife turn? What health drink would assure her of all the nourishment that was needed in these special, but everyday situations? The ads clearly presented COMPLAN as a product which was unique and COMPLAN in its nourishment value. It was no longer ‘too much of a good thing’ but the only brand with enough good things to give her the reassurance she needed. Could this position be adequately substituted by any other brand? No way. Not only COMPLAN advertising, but the product itself wore a new and more attractive look. The package design was cleaned up and modernized. The product’s taste was improved through a change in the manufacturing process. New flavors were introduced: chocolate, because of its universal popularity, especially with the young; Cardamom saffron, a typically Indian flavor with images of health and goodness; the strawberry flavor was reserved for later introduction-as a delicious, iced drink. And the price was increased!

1980’s….. Testing Phase for Horlicks Complan:
The next ads positioned COMPLAN single-mindedly for ‘growing children’ and were created and released by Lintas in 1981 Sales data show that COMPLAN’S growth was accelerated following this most recent re-positioning. But, with hindsight, you may wish to go more deeply into the reasons for this sharply focused positioning for growing children and apparent indifference to other user, such as the elderly and the busy, active adult. In this stage Complan was moving faster than Horlicks. Horlicks: The next decade saw Horlicks face an immense external challenge. Thanks to Operation Flood, there was availability of milk and the raison détre for buying the brand became weaker. Horlicks fought back. In 1984, Horlicks aimed at growth by growing the

consumer base. By 1994, it had created ‘Ideal Horlicks’ – and improved product formulation that also brought back the taste people reminisced about.

Chocolate complan 1989

Chocolate Horlicks(late 80’s) 1990’s…..

The Horlicks Come back
Horlicks diversified its product in the 90’s.It launched Junior Horlicks for kids under the age of 3.This boosted up the sales of Horlicks.About 11% of Horlicks sales come from Junior Horlicks.

Refill packs instead of Jar

Former Indian cricketer Sanjay manjrekar for Complan( Early 90’s).This is the only time when Complan used a celebrity.

Horlicks 1992 Complan’s “tall Claim “ starts in the early 90’s “Iam a Complan Boy” “ Iam a Complan Girl” became popular. .

New Horlicks( Font has Changed)

Complan (1996)

Doctor prescribing Horlicks

Complan attacks Horlicks ( Brand C Brand H ). Committing the same mistake of 1970’s.

Horlicks introduces Junior Horlicks

Vishwanathan Anand ( Grand master , Chess) for Horlicks.

This is because the literacy level of the people has increased and people know what they need. Horlick’s Light was positioned for adults( diabetic patients) and Mother’s Horlicks for pregnant woman. No doctor’s prescription in the ad.Complan on the other hand failed to capitalize its initial success. Horlicks launched Horlicks Lite and Mother’s Horlicks. . It is growing at a lesser rate when compared to Horlicks.Gayathri( Tamil tevevision actress) for Horlicks to target the house wifes. After 2000…. Today Horlicks has a commanding market share in Health Beverage segment. In this mean time Complan launched Complan Ectacy which failed. Horlicks gaining massive lead in the market. It has got over 50% market share.

The New look .

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8% 12.4% Market prospects . SmithKline Beecham (Horlicks. are always looking for new products. Viva) Heinz (Complan) Cadbury (Bournvita) Nestle (Milo) 69% 13.9% 3. Consumer behavior Energy drinks or milk drinks are perceived as a luxury. These campaigns are mainly targeted at children who force their parents to buy these products. Maltova. Boost. The competition is amongst the others for the number two slot. children. Promotion campaigns such as freebies and contests also play an important role in influencing brand choice.Market share The competition Smith Kline Beecham’s Horlicks is the leader. Free gifts like crystal jars. pet jars and sippers also attract consumers. This explains the slow off-take. who finally sends it to the retailer. From here it is sent to the distributor or the semiwholesaler. Distribution network The distribution network generally involves the transfer of finished products from the factory to packing stations or depots. consumers look at browns as mere taste additives. While white beverages are hailed for their therapeutic offerings. Brand loyalties are not very strong as the key target.

The Hygene cautious south India tops the health beverage sale.Much of the sale comes from Tamil Nadu and Andhra Pradesh. .

Undertaken by National Dairy Development Board.000 tonnes per annum. It is estimated to be a Rs 9. the market shares of the major players in this sector were as follows: SmithKline Beecham Consumer Healthcare is the leader. Historically. And this positioning stands valid till date. hovering around 6 per cent per annum.Media spends: The growth opportunities in this area are tremendous. changed the scenario.40 million market and is growing at the rate of 12-14 per cent per annum. Operation Flood made milk available in all parts of the country and the demand for white drinks was hit. malted beverages has had a strong association with milk. which also explains its strong presence in the southern and eastern regions of the country. About 65 per cent of the total beverages market consists of white beverages. in terms of volume. malted foods were repositioned as strength and energy drinks with a nutritional thrust. Boost 10 per cent. with its brand Horlicks accounting for 52 per cent of the share. With a view to revive demand for the brands. The malted food beverage industry is popularly known as the health beverages sector. Operation Flood. . However. Maltova 4 per cent and Viva 3 per cent. These regions suffered from milk deficit and malted beverages positioned themselves as substitutes for milk. the growth rates have been slow so far. launched in the 1980s. The total market size is estimated to be 90. In 2000.

Apart from the availability of milk. This trend is in keeping with the patterns observed across international economies where the growth of middleclass has driven the uptrend in food industry in general and health beverages in particular. and product availability at reasonable prices. Chief among these is the demand for better products and an increased acceptability of malted products. Several factors are responsible for this. which constitute a small proportion of the Indian population. However. another significant reason for medium growth rates of malted food industry lies in its limited acceptability and/or reach in Indian society. there have been clear indications of a recovery. As an obvious outcome. making it more complex. Other factors include improved standard of living. over the last few years. This demand has contributed to the growth in consumer options in terms of variety of taste and products. Malted foods have primarily been used in upper and upper middle-class families. . this proliferation is bound to have an impact on the supply chain. Speed and reach will become critical and differentiation in supply-chain capabilities would determine the success of competing. increased awareness and health consciousness amongst people.

Which is More tastier? Complan or Horlicks? Which is Tastier? Complan 20% Horlicks Complan Horlicks 80% . Questionnaire method Who makes the purchases in your Home? Do you force your children to take health drinks? Which health beverage do you take? Please give reasons.5 Methodology A survey was taken to read the minds of the consumers about the health Beverages.

6. Complan concentrated mainly on Doctor’s. 1971-1980: This is the most crucial stage of Complan.During this stage both the beverages were riding on a single concept .Anyway Complan was successfully positioned as a supplementary frink for growing children. They always tried to position themselves as a family drink. This worked out well to some extent as the concept of family doctor was prevailing in those days. namely “Growing children”. But it went public only in the later stages of 1960’s. So when people were ill they take up Complan and quit as soon as they relieve from illness.The sales of Complan dropped once in 1970’s when they positioned themselves against the market leader Horlicks. They changed their positioning several times within a decade. This period was a testing period for Complan. kid’s did not like the taste of complan mainly because it was recommended by Doctor’s. Complan slowly began to eat into the market of Horlicks. That’s what happened with Complan. “ Scarcity for milk”. Complan was not able to compete with Horlicks mainly because of the fact that the cost of complan was 40% more that Horlicks most of the time. 1981-1990: . Complan established itself as something which is superior to milk. Usually we will have a mentality to avoid medicines.Horlick’s was moving steadily at this stage. At last they found out their target group.They were not clear about who was their competitor. It stressed it’s part in everyday diet. That made it as a formal drink. This blunder of comparing itself to Horlicks was repeated again in the 1990’s. When we analyze the print ad’s of Complan during this period Complan tried to portray itself as a medicine.Inference: 1960-1970: Complan took over in 1964 in the Indian market. Horlicks at this time was more a casual drink than Complan.

Now at this stage Complan was little ahead of Horliks. Every family irrespective of it’s lower income will spend money on kid’s health. This was the struggling phase of Horlicks.the advertisements began concentrating on sports and the Doctor was removed from the ad’s. Trying to stress only on growing taller.This was a decade of set back for Horlicks. 1991-2000: This decade witnessed Complan making too many mistakes and Horlicks making too many smart moves.Horlicks created . But they fought back and was ready for a comeback. This time more aggressively. in Gujarath when several Dairies like Mother’s dairy was opened up in Gujarat. They stressed that the base should be strong.At this stage Complan was going great guns.This was the most successful period for Complan. Complan failures: Complan Mango shake Brand H Brand C ad Sacking the Complan boy and Complan girl.Complan started to dominate the Indian household. “ The Great family nourisher”.Horlick’s stressed the need for Junior Horlicks. When the milk scarcity in Indian was swept off by “The operations flood”. these beverages dipped in sale. After a couple of years the sale of Complan overtook Horlick’s and Complan began to eat into the market share of Horlicks. Success of Horlicks: Horlicks made the masterstroke by introducing “Junior Horlicks”. Horlicks fought back and positioned itself as. Complan made a smart move by advertising itself as a supplementary drink for growing children( created by Lintas in 1981). Parent’s started to purchase Complan mainly for kid’s. Horlicks had to rethink its strategies as it was challenged by a comparatively younger brand like Complan. Usually kids below age of 3 are always prone to get ill and need continuous nourishment.

Horlicks diversified it’s products while Complan kept on speaking about growing tall. .Complan spent most of the time speaking about freebies. This mistake was done before in 1970’s(when sale of complan dipped for the first time).Complan made a mistake by comparing itself to Horlicks( Brand H..Now Horlicks has grown up into a giant. flying disc’s left very little impact on the present Indian kids. They never tried to expand their consumer base. They gave a great respect and responsibility to the mother in their ad’s .Survey says that kid’s are spending most of their leisure time with video game’s. Tey neglected the huge market which lies below the age of 3 and above 14.emotional ad’s which appealed to the housewife’s.( Super man ad of Horlicks do not have the mother in the frame). 2001-2007: The blunder’s of complan continued in the millineum. This is an era where kids play with X-box. Brand C ad).X-box 360. But later it had very little impact on kid’s with the invention of new technologies and video games.It failed to create any impact by giving freebees like flying disc’s.Horlick’s spoke to the mother directly which was a big success formula. PS2 and so many video games. Now even Horlicks is speaking directly speaking to the kids as the kids these days are gaining more decision making powers in the family. Ectacy failed to reach the target audience. These freebies increased the sale for a short period. So freebees like flying disc’s are not going to work out anymore.They always targeted children between 3-14.The major failures of complan were “Mango shake and Ectacy”. They began to stresses on the Importance of mother’s decision in the family.Lot of thinking has to be done by Complan if they have any idea of competing with Horlicks.( the freebie was a big success in the early stages of 1990’s). Horlicks ad’s are more emotional and speaks into the ears of the mother.

Does this kid is going to play with flying disc’s anymore!!!!!!!!!!! .

. The main threats for these beverages are Tea and Coffee. They speak about mental strength very rarely. • • • • • • Consumers rate Complan as a better health beverage than Horlicks. Majority of the adults do not take any health beverage. Horlicks has a clear cut lead over Complan. Horlicks Ad’s are perceived better because of its emotional appeal. Majority of the consumers said that Horlicks tastes better. Observation The research brought out some key findings. So it has to promote itself as a drink supporting both studies and sports. Complan has failed to create seriousness among the Consumers.7. Complan ad’s are always easy going and they emphases on physical health.

Complan is respected as a better health beverage than Horlicks. Same is the case with marketing Complan boy is growing but not the market share of Complan. Complan has more loyal consumers but it has failed to attract new consumers. The same formula will not succeed all the time. Complan ad’s are vague and lack creativity. he stops growing. As Complan always speaks about growing taller. Complan lost its grounds which it achieved in the 80’s and 90’s. Today Horlicks is miles ahead of Complan. Changes are needed at specific times. Horlicks ad’s are emotional and sentimental which suits the Indian market very well. Horlicks successfully diversified its product whereas Complan failed to do so.when we analyze the ad’s of complan 1 notable thing which we find is that they did not think out of the box. Horlicks has explored the opportunities at every nuke and corner. .8. These days consumers are gathering knowledge day by day. it has very less impact on adults (Growth stops after the age of 21).If complan fail to attract new consumers it will be washed away from the market one fine day.Horlicks on the other hand is still learning. Complan has stopped learning. When a man stops learning. So Products should be competitive enough to provide the consumers what they need. Conclusions • • • • • • • • Horlicks clearly is far ahead of Complan in sales.

Once in 90’s complan has an ad in which the boy takes the mother in the bicycle. Complan has to segment like Horlicks did in the late 90’s. It has to deliver message more seriously. Such kind of emotional ad’s are needed to counter the Indian households where people are very much sensitive. It seems Complan has failed to attract new consumer’s.9 Recommendations Horlicks has to keep up its good work and complan has to rethink its advertising strategies and try to diversify its products. Complan has to diversify its products in order to witness a growth in market shares. Complan targets Growing Children. It’s time for Complan to reposition itself. . It has to reposition itself to make in roar into the adult segment.Complan has to be more creative in its advertisements.Complan has to reposition itself as a family drink to achieve betterment in terms of market shares. There is a huge market with the grown up’s.

com www.R. .hinduonline.com Television Commercials purchased at: R. Kodambakkam.com www.10 Bibliography Brand positioning by Subroto sengupta Web sites www.fnbnews.blogger.com www.magindia.superbrandsindia.Radio’s.com www.

Ads appear for the first time in print in Hickey's Bengal Gazette.11 Annexure Concrete advertising history begins with classified advertising. Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type. Tata Publicity LA Stronach's merges into today's Norvicson Advertising D J Keymer gives rise to Ogilvy & Mather and Clarion . 905 B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay 1912 ITC (then Imperial Tobacco Co. more fancy. ornate fonts. Ltd. India's first newspaper (weekly). Army & Navy and Whiteaway & Laidlaw Marketing promotions: Retailers' catalogues provided early example Ads appear in newspapers in the form of lists of the latest merchandise from England Patent medicines: The first brand as we know them today were a category of advertisers Horlicks becomes the first 'malted milk' to be patented on 5th June 1883 (No. larger ads Newspaper studios train the first generation of visualizers & illustrators Major advertisers: Retailers like Spencer's. 278967).) launches Gold Flake 1920s Enter the first foreign owned ad agencies Gujarat Advertising and Indian Advertising set up Expatriate agencies emerge: Alliance Advertising.

1925 LR Swami & Co. Ltd. Bombay established Indian Broadcasting Company becomes All India Radio (AIR) 1938 Jayendra Publicity. Ltd. Calcutta established 1936 Krishna Publicity Co Pr. then advertising manager of Civil and Military Gazette. Calcutta formed 1934 Venkatrao Sista opens Sista Advertising and Publicity Services as first Indian agency 1935 Indian Publicity Bureau Pr Ltd. Kolhapur started 1939 Lever's advertising department launches Dalda .the first major Example of a brand and a marketing campaign specifically developed for India The Press Syndicate Ltd. Bombay set up Universal Publicity Co. Ltd formed 1931 National Advertising Service Pr. Bombay starts Agency called National set up for American rather than British advertisers American importers hire Jagan Nath Jaini. Ltd. Bombay set up full service . Kanpur begins operations Studio Ratan Batra Pr. Ltd. Lahore. Madras 1926 LA Stronach & Co (India) Pr. National today is still run by Jaini's family Beginning of multinational agencies J Walter Thompson (JWT) opened to service General Motors business 1928 BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up 1929 J Walter Thompson Co Pr.

. Ltd. Bombay set up Everest Advertising Pr. Calcutta established 1944 Dazzal. the current incarnation of JWT. Bombay started 1945 Efficient Publicities Pr. Ltd. Bombay formed 1943 Advertising & Sales Promotion Co (ASP). Bombay formed Swami Advertising Bureau. Bombay established 1947 Grant Advertising Inc. Hindustan Thompson Associates (HTA). Ltd. Ltd. Poona begins operations in India 1946 Eastern Psychograph Pr... Madras set up Tom & Bay (Advertising) Pr. causes ripples with its entry in the balm market . Ltd. coins the Balanced Nourishment concept to make Horlicks More relevant to India Green's Advertising Service Agents.1940 Navanitlal & Co. Bombay comes into existence Ranjit Sales & Publicity Pr. Ltd. Ahmedabad set up 1941 Lux signs Leela Chitnis as the first Indian film actress to endorse the Product. Sholapur started 1948 RC Advertising Co. Calcutta formed 1950s Radio Ceylon and Radio Goa become the media option 1951 Vicks VapoRub: a rub for colds. Bombay set up Phoenix Advertising Pr.

Bombay 1959 Associated Publicity. Bombay set up 1961 Industrial Advertising Agency. Calcutta 1957 Vividh Bharati kicks off 1958 Shree Advertising Agency.Teesra Rasta enthralls viewers 1963 BOMAS changes names to SH Benson's. Calcutta 1956 Aiyars Advertising & Marketing. Bombay India Publicity Co. Bombay Clarion Advertising Services Pr. Bombay comes into existence Bal Mundkur quits BOMAS to set up Ulka the same year 1962 India's television's first soap opera . Ltd.1952 Shantilal G Shah & Co. Stronach's absorbed into Norvicson Lintas heading for uncertainty Levers toying with giving its brands to other agencies Nargis . Ltd. Pr. Mumbai set up Express Advertising Agency.. Trichur started Marketing Advertising Associates. Cuttack 1960 Advertising Accessories. Bombay 1954 Advertising Club.

1978 National Readership Studies provided relevant data on consumers' reading habits 1970 Concept of commercial programming accepted by All India Radio. later sets up daCunha Associates 1970 Frank Simoes sets up Frank Simoes Associates 1970.India wins the bid for the Asian Advertising Congress 1969 Sylvester daCunha left Stronach's to run ASP. Hasan Rezavi gives the very first spot on Radio Ceylon 1971 Benson's undergo change in name to Ogilvy. 1965 Kersey Katrak sets up Mass Communication and Marketing (MCM) 1966 Government persuaded to open up the broadcast media.Wadia sets up Interpub Wills Filter Tipped cigarettes launched and positioned as made for each other. Benson & Mather 1972 . Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA) 1967 First commercial appears on Vividh Bharati 1968 Nari Hira sets up Creative Unit. filter and tobacco match.

Western Outdoor Advertising Pvt Ltd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai 1973 RK Swamy/BBDO established 1974 MCM goes out of business. 1975 Ravi Gupta sets up Trikaya Grey 1976 Commercial Television initiated 1978 First television commercial seen 1979 Ogilvy.Arun Nanda & Ajit Balakrishnan set up Rediffusion. Benson & Mather's name changes to Ogilvy & Mather 1980 .

Canco Advertising Pvt.13th Asian Advertising Congress in New Delhi. Media planning gets a boost. pioneers cable television in India 1982 The biggest milestone in television was the Asiad '82 when television turned to colour transmission. founded Manohar Shyam Joshi's Hum Log makes commercial television come alive. Mudra sponsors first commercial telecast of a major sporting event with the India-West Indies series. Ltd. 1984 Hum Log. Bombay Dyeing becomes the first colour TV ad . associate of UTV.Mudra Communications Ltd set up. Doordarshan's first soap opera in the color era is born. Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi! 1985 . King-sized Virginia filter cigarette enters market with brand name of 'Charms' 1981 Network. 1983 Maggi Noodles launched to become an overnight success.

000 copies within three hours of appearing on the News stands. Shown on DD. Price quality positioning of Nirma detergent cakes boost sales. Janam 1985-86 915 new brands of products and services appearing on the Indian market 1986 Sananda is born on July 31. The Bengali magazine stupefies India by selling 75. it becomes the first of the mega soaps. go virtual with websites and Internet advertising Economic Times is born Brand Equity (magazine) of The 1991 . 1988 AAAI's Premnarayan Award instituted 1989 Advertising Club Bombay begins a biennial seminar called 'Advertising that Works' Advertising & Marketing (A&M) magazine launched. Agencies open new media shops.Mudra makes India's first telefilm. Mudra Communications creates India's first folk-history TV serial Buniyaad. 1990 Marks the beginning of new medium Internet.

Scribes and media planners credit The Bold And The Beautiful serial on STAR Plus channel as a soap that started the cultural Invasion.a day on all days of the week 1997 Media boom with the growth of cable and satellite. 1993 India's only advertising school. MICA (Mudra Institute of Communications Ahmedabad). especially in specialized areas. publisher of A&M.First India-targeted satellite channel. constitutes its own award known as'A&M Awards'. Zee TV starts broadcast. Government turns towards professional advertising . print medium sees an increase in titles. is born Tara on Zee TV becomes India's first female-centric soap 1995 Advertising Club of Bombay calls its awards as Abby Country's first brand consulting firm.Sun TV becomes the first regional TV channel to go live 24 hours . Close on the throes of the Gulf War enters STAR (Satellite Transmission for Asia Region) 1992 Spectrum. SABRE (Strategic Advantage for Brand Equity) begins operations 1996 The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival. Cannes.

India's first advertising and marketing Gallery. 2000 Mudra launches magindia. 1998 Events assume important role in marketing mix. Indians stand the chance of winning the $ 1-million booty being offered by Gillette as part of its Football World Cup promo. For the first time ever.Oriented soap on TV French advertising major Public’s acquires Maadhyam 2001 .com . Army resorts to the services of private sector agencies. Equitor Consulting becomes the only independent brand consultancy company in the country.a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews Game shows like Kaun Banega Crorepati become a rage. Kyunki Saas Bhi Kabhi Bahu Thi marks the return of family. media buying industry is bullish on KBC.com launched on September 28 1999 The Advertising Club Bombay announces the AdWorks Trophy. bigideasunlimited.Rise of software TV producers banking on ad industry talentReinventing of cinema -advertising through cinema begins 1998 Lintas becomes Ammirati Puri Lintas (APL) 1999 B2B site agencyfaqs. Several exercises in changing corporate identity. Advertising on the Internet gains popularity.in the private sector for its VDIS campaigns.Lintas merges with Lowe Group to become Lowe Lintas and partners(LLP).com .

becomes the most expensive campaign of the year 2002 Lowe Lintas & Partners rechristened Lowe Worldwide.75-crore corporate TV commercial. For the first time in the history of HTA. Malaysia. a new post of president is created. Besides that. Jagatjit Industries (Jagatjit). gin and vodka. Maharashtra. Kamal Oberoi is appointed as the first president of HTA. Pondicherry. rum. The company also exports to countries like UAE. Under its liquor division. food and pharmaceuticals products. it manufactures a range of alcoholic beverages which include whisky. Binnie and Captain Henry. established in 1944. Oman. . The company’s food products division manufactures milk products such as milk powder and ghee which are sold under the brand name of Binnie’s and Compleat It manufactures malted milk powder for Smith Kline Beecham Consumer Health Care and also markets Aristocrat apple juice. is a company primarily engaged in manufacturing and marketing of liquor and food products. It is also into manufacturing of glass and pet containers. Sri Lanka. Andhra Pradesh. Portugal and Belgium among others. Japan. Jagatjit`s manufacturing base is located at Kapurthala in Punjab. it has other manufacturing units in Uttar Pradesh. Saudi Arabia. These beverages are sold under the brand name of Aristocrat. It manufactures food grade pet containers which are used in various industries and has a pet container manufacturing facility in Noida. Bangladesh. Jagatjit`s also manufactures glass jars and bottles of various sizes used in liquor. Rajasthan. Kerala. Its glass container manufacturing plant is in Sahibabad in Uttar Pradesh. Himachal Pradesh and Tamil Nadu. soft drinks.Trikaya Grey becomes Grey Worldwide. Bharti's Rs 2. where a baby girl is born in a football stadium. UAE.

a year ago.16% to Rs 987. 31. Sales for the quarter rose 48. . 2006 as against Rs 13.1 million as against a loss of Rs 8. The company’s net profit for the year ended Mar.1 times growth in net profits at Rs 41. 31.2 million for the quarter ended Sep. a year ago.90 million compared with the corresponding quarter.Jagatjit Industries reported 3.48 million. 2006 stood at Rs 67.29. 2006 was Rs 1. The EPS for the year ended Mar.30 million in the corresponding quarter.

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