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  • Too Much of A Good Thing?

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    Saurabh Sharma
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    Complan is a food product developed by Glaxo laboratories that provides complete nourishment. It entered the Indian market in the 1960s and was initially positioned as being "too much of a good thing" since it contained all essential nutrients. Over time, Complan's positioning changed in response to competition from other brands like Horlicks. It highlighted how it contained 23 vital nutrients compared to other drinks. This helped triple Complan's sales. Complan was later positioned as being ideal for people who cannot or do not eat enough. By targeting different situations and people, Complan's sales doubled in four years. While Complan and Horlicks are both health drinks, Complan differentiates itself by containing all 23

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    Complan is a food product developed by Glaxo laboratories that provides complete nourishment. It entered the Indian market in the 1960s and was initially positioned as being "too much of a good thing" since it contained all essential nutrients. Over time, Complan's positioning changed in response to competition from other brands like Horlicks. It highlighted how it contained 23 vital nutrients compared to other drinks. This helped triple Complan's sales. Complan was later positioned as being ideal for people who cannot or do not eat enough. By targeting different situations and people, Complan's sales doubled in four years. While Complan and Horlicks are both health drinks, Complan differentiates itself by containing all 23

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    Download as PPTX, PDF, TXT or read online from Scribd
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    4 views9 pages

    Too Much of A Good Thing?

    Uploaded by

    Saurabh Sharma
    Complan is a food product developed by Glaxo laboratories that provides complete nourishment. It entered the Indian market in the 1960s and was initially positioned as being "too much of a good thing" since it contained all essential nutrients. Over time, Complan's positioning changed in response to competition from other brands like Horlicks. It highlighted how it contained 23 vital nutrients compared to other drinks. This helped triple Complan's sales. Complan was later positioned as being ideal for people who cannot or do not eat enough. By targeting different situations and people, Complan's sales doubled in four years. While Complan and Horlicks are both health drinks, Complan differentiates itself by containing all 23

    Copyright:

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    of 9

    Too Much Of A Good Thing?

    Group 1 Sec F Aarti Jha Garvit Garg Niladri Majumdar Rahul Kumar Saurabh Sharma Shruti Mittal 11HR-001 11IB-023 11DM-091 11DM-118 11FN-092 11IB-056

    Points of Discussion
    Highlighting Case Facts Analyzing the positioning of Complan over a period of time. Appraising the Points of Parity and Points of Difference among the brands mentioned.

    Case Facts
    The case discusses marketing of a food product which is perceived as far

    superior than its competitor


    Complan is a food product having all its ingredients so positive and essential for the body, that it tickles the customer mind to think,

    Do we need such a good thing?


    That is, It is considered as Too Much Of A Good Thing Developed by Glaxo laboratories, COMPLAN is a complete nourishment for serious medical and surgical patients who are unable to take normal food. Entered Indian Market in early 60s

    Positioning of Complan over the period of time

    Ethical Positioning
    To initially get a hold of the market

    Used doctors
    Got a growing tonnage of sales. Leveled off soon

    Positioning By Competition
    Positioned Against Milk
    Your body needs 23 vital foods; Milk gives 9 Complan gives 23

    Semi-Clinical look of advertisement Resulted in High degree of Trials

    Sales almost tripled.


    Cause Of rethinking Positioned Against Horlicks

    Your body needs 23 vital foods,


    Check: How many do other food drinks give?

    Price n Taste

    Positioning By Target
    New position statement:

    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 body Highlighted all sorts of people in various situations for whom the product could be useful No longer too much of a good thing Helped to double sales in 4 yrs Basically, it shows product has no substitute It is Sharper and Narrower positioning

    Complan and Horlicks


    Points of Parity
    Health drinks

    Points of differentiation of Complan


    Complan has all vital 23 nutrient while Horlicks has few
    Complan introduced flavors while Horlicks has not (yet).

    Thank you!!
    Questions

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