ADVERTISEMENT AND SALES

PROMOTION
COMPLAN
An Initiative by Team 1, BBA Vs HORLICKS
(DM), 2nd Year
 In Comparative Advertising a
What Is product or brand is shown
superior to its competitor’s

Comparative

product or brand. Its is an

advertising strategy that enables
marketers to compare their
Advertising brand to competitor’s brand by

showing more benefits of their
own product, and to show that
their product is the best choice.
 Yes, it is legal. This strategy is very
helpful in this competitive
environment as it attracts
consumers’ attention and also helps
them to make an informed
decision.
But marketers must refer to some
scientific research, study or verified
results while comparing the brands.
Also, marketers should show the
ads in an ethical way and should
not compare their brand with a

Is It Legal ? start-up as this might seem like

bullying and can damage their own
reputation.

 Pros Of Comparative
Advertising
Your brand can look Your brand can boost Your brand can gain more
good awareness followers
One method for moving There's no
question A definitive objective of
toward comparative competitive publicizing can publicizing is to expand deals
publicizing is to use your make watchers focus. or changes, and comparisons
rival's weaknesses to your are only another method for
Particularly assuming that
advantage - as long as you achieving this objective.
your image is lesser-known,
impart how you improve. When made cautiously,
and you are spreading the
relative promotions can
word about correlations
support positive relationship
with an all the more well
for existing clients.
brand.
 Cons Of Comparative
Advertising
Your brand can look Your brand may lose Your brand could face
bad customers legal actions
Comparative advertising One of different dangers of It's a most dire outcome
can likewise misfire. On comparisons in promotions is imaginable, yet assuming
the off chance that the it can drive away clients. your advertisements go
promotion is gotten Assuming that your message excessively far it could place
inadequately, it can give is too unpleasant, it could you in lawful difficulty. To
your image a terrible inspire your crowd to look consider contrasting your
standing or make you for different arrangements image and rivals, ensure your
look frantic for and leave your image. lawful group examines over
consideration. everything about send off.
Case Study : This case study tells us about the
comparative advertising war between
Complan Vs two health drinks which are HORLICKS
and COMPLAN.
Horlicks In the starting of this war both these
companies attack each other product
on the basis of its price, nutritional
values and market positions
The brands indulged in direct
comparative advertising in late 2008,
where they started to compare
themselves with the other, directly
using names.
THE HEALTH DRINK WAR
Horlicks was the more aggressive player in the health drink market compared to Complan. Complan
laying low was doing its work but was confused about its positioning and market. In 1990s more
health drink entered in the market causing more intense competition if complan says it make
children grow taller then Horlicks said it makes children grow taller stronger sharper.

BACKING UP THE CLAIMS

In this basically both the brands are doing research on their products to prove and claim their
statements to consumers as well as degrade the other brands product. The main thing is this that all
work should be done ethically.

COURTING TROUBLE
Both of the brands are so big in market still wanted to in court and fight. Each of them backed
themselves with scientific claims. But it was unethical to use other brand names in advertisements
which gone wrong other than that all things are fine. But instead of indulging in seemingly unethical
practices, there were subtler ways of Letting the consumer know the advantages of a brand.
 Do you think Comparative
Advertising is a good strategy?
Do you think Comparative
advertising are effective?
Apple
Apple Vs
Vs Samsung
Samsung
One of the examples of
comparative advertisements is
Samsung Vs Apple where Samsung
is being compared with apple. In
the ad it is shown that for some
phones (which clearly referred to
iPhone) people need to stand up in
the ques while Samsung is also
providing good features in their
phones and also they are easily
available.
Patanjali Vs
Dabur honey
 CocaCola V s Pepsi
Another example of
comparative
advertising is of
Pepsi, Pepsi released
one ad at the time of
Halloween in which a
can of Pepsi is
wearing a cape of
Coke and it was
written above the
soda can that, "We
wish you a scary
Halloween!!".
Responding to Pepsi's
advertisement Coke
also released one ad
that said, "Everybody
wants to be a hero"
with the same picture
as Pepsi shared in their
advertisement. You
can see the
advertisements in the
next slide.
 Comparative
Ads of Pepsi
and Coca
https://youtu.be/slwVFwPjUx4 cola
 CONCLUSION
In conclusion, we think that Comparative advertising is good strategy if
used in constructive way. Brands can stand a chance to increase brand
awareness, generate revenue, and even attain a larger piece of the market,
as seen with Samsung and Apple.
However, if a brand becomes dishonest or engages in undermining
competitors, they risk damaging their brand image and losing customers like
in the case of Horlicks and Complan.
Companies should implement certain practices which can help them in
creating an ethical ad and avoiding any negative impacts. They should be
aware of their country's comparative advertising laws and ensure that they
are giving a value to the consumer rather than simply insulting their
competitor and claiming superiority.
TEAM 1
Aanurag Sharma - R140220001
Ansh Gupta - R140220087
Hinika Shail - R140220071
Nandini Chauhan - R140220034
Prashim Arora - R140220037
THANK
YOU !!!