COMPLAN CASE

STUDY
PRESENTED BY
G
R
O
U
ADITYA PATIL
REEYA VIJAN
96
117 P
MIHIR KAMDAR 20
KHYATI NAGARSHETH 154
SIMREEN HUDDA 135
FEMINA VEIGAS
SAGAR TRIVEDI
175
55
6
ROSHAN SHAH 44
KOMAL DESHPANDE 73
 OVERVIEW

• Complan was introduced in India in 1964 by Glaxo

• It went OTC in 1969
• Key player in MFD category
• Key parameters: high on nutrition, children’s growth and
flavours
• Zydus wellness bought complan in late 2018
 Strengths

• Strong positioning
• Flavours & packaging
• Focus on target groups
• Effective media utilization
• Social initiatives
 Analysis
Age

17%

30%
15-25
26-35
20%
36-50
50 & above

33%
What is your occupation?

7%
17%
Home maker
27%
Working
professional

Student
50%
Unemployed
Do you pay attention to making
healthy food choices when you eat?

25%

Yes
No

75%
Do you eat cereals?

43%

57%
Yes No
Why do you prefer cereals?

25

20

15

10

0
s r
ce ic
e r te
ie
n
ho vou gh
n C la au
ve y F D
n tl h t /
Co ea r en Son
H e y
iff m
D r
F o
If yes for cereals then what time of
the day do you prefer to eat?

24%

35% Breakfast
Lunch
Snack time
12% Dinner
Whenever I am hungry
6%

24%
Which your most prefered flavor of
cereal?

9%

26%
Oats
Wheat
35%
Vanila Cream
Dry fruits
Other
21%

9%
Which brand comes to your when
you think of cereal?

7%

10%

33%
Kellogg's
Tasty treat
Soul full
20% Baggrys
Nesplus
Others
13% 17%
What is it that you see when you buy
a cereal?
30

25

20

15

10

0
Brand Price Taste Nutrition Flavours Others
How often do you eat cereals?

12% Everyday

38%
Thrice a
21% week

Twice a
week
29%
Once a
month
What is the reason for not having
cereals?

27% 27%
Never tried
Didn’t like the taste
Got better options
I don’t like milk
15% Like freshly made food
19%

12%
 STPD
Segmentation Target
• Age • Age 15-60
• Lifestyle • Health conscious
• Eating habits • Fitness Oriented
• Working women
• Office goers
• Old people
• Teenager
• Diet conscious

Positioning Differentiation
• Ease in making • Taste- Sweet, Sour
• Anywhere food • Flavour - All fruit and nuts
• Good to eat • SKUs
• Ease in availability
 PROMOTIONAL STRATEGY

• TVC
• Small packet of Complan cereal with complan nutritional drink
• QR code behind pack
• Company newsletter about latest improvement and available
offers
• Recipes, nutrition tips (award best recipe)
• Consumer awareness campaigns
• Use social media and influencers
 CHALLENGES

• Intense competition
• Changing lifestyle
• Changing the perception of consumers