V It is a sales promotion technique that compares the products

or services of one undertaking with those of other

competitors.
V It is designed to highlight the advantages of the goods or
services offered by the advertiser as compared to those of a
competitor.
V It drives sales by comparing the features or services of a
brand with that of its closest competitor.
uome of the reasons for brand wars are:

V To generate attention and larger number of views.

V To make certain claims that they are better than their

competitors.

V A creative way to show that competitors claims are not

sensible.
@u
V It is a product of HUL. Rin was launched in India as a bar in
1969 with the iconic lightning .

V Rin powder was launched in 1994 as Rin Power White.

V The advertising campaign 'ZARA SA RIN which means  ust a

little of Rin achieves superlative whiteness.

V This was hugely successful in establishing a superior brand

image in the consumers mind.
V It is manufactured by Procter & Gamble.

V The brand in India was launched with only two types of

products namely Tide detergent and Tide bar.

V Consumers believe that white clothes once dirtied or stained

can never look new again. Tide wanted to change this very
belief of the consumers by bringing to life the Tide dirt
magnets property.
V Initially Tide was trailing behind Rin but since 2007, sales
picked up, and its market share rose posing a threat to HUL
whose share started eroding.

V In December 2009, P&G Home Products introduced Tide

Natural, a new version of Tide, at a price lower than HULǯs
Rin brand targeted at the rural segment.

V Competitive intensity had increased after the launch of Tide

Naturals by P&G in the mass segment.

V HUL had responded with aggressive price cuts in Rin and a

formulation change and thus the war begins
V In Jan 2004 new Rin powder was launched with double
whiteness proposition.

V Rin was priced at Rs. 42 for 1 kg pack, and Rs. 20 for 500
gms and Rs. 10 for 250 grams.

V ueeing the bold & confident move from Hul and realizing
that pricing being of one reason for not being accepted by
market even P&G slashed the prices of Tide.
V The Price was brought down to Rs. 23 for 500 gms as
against previous price of Rs. 43 , Rs. 50 for 750 gms as
against Rs. 70.
V Rin launched a commercial in 2010 comparing Rin and Tide
naturals.

V In the ad the boy using rin questions ŒAUNTY CHAUNK KYU

GAYI?dz with the obvious reference to tide caption ŒCHAUNK
GAYE !dz

V Thus claiming better whiteness than tide naturals at an

affordable price.
V P&G takes HUL to court over Rin advertisement.

V The practice of pulling down rivals in oneǯs marketing

communications is not new in India, yet, the ad took the
industry by surprise because it was an open war declared by
one powerful company against the other.

V P&G has filed a case in the Calcutta High Court

against Hindustan Unilevers new ad campaign, which openly
challenged the superiority of its product Rin over P&Gs Tide.
V The price wars enabled P&G to popularize the brand and
increase the penetration.

V Tide had found its formula highlighting its whitening power

against HULǯs Rin which has the same positioning.

V On the other hand war entered a new episode when HUL

launched its ŒRIN SAFEDI KI CHALLENGEdz campaign .

V Apart from this there is also a layer of celebrity power in the

form of bollywood actor Ka ol as an additional punch .
@u
V Horlicks has been a popular brand in India since
1930. The Horlicks available has been
scientifically developed and specifically caters
to the nutritional needs of the Indian diet.
Horlicks alone en oys 50% of the Health Food
Drinks market.

V Complan was launched in India in 1964.

Complan Ȃ the Complete Planned Food in a
Drink Ȃ is formulated as per the World Health
Organization (WHO) guidelines suggested for
growing children.
V Horlicks initially positioned itself as food for convalescing
and a nutrient supplement for kids only.

V Later on it introduced other variants to reposition itself from

children segment to other segments.

V Its brand image too have changed from a boring health drink
to something that is nourishing& en oyable.

V Complan proclaims itself as a Complete Planned Food for

growth´with 23 nutrients.

V Later it gave up its comparative positioning & tried to match

the product claim & the customer needs.
 Horlicks

V Earlier Horlicks believed, white drinks are

for the entire family in contrast to the
browns, whose prime target audience is
children.

V It targets mothers for its nourishment and

kids for its great taste and variety.
 Complan
V Complan mainly target growing children
because children need adequate and balanced
nutrition to help them achieve their maximum
growth potential.

V Complan is also ideal for busy adults (especially

housewives and rushed office-goers), expectant
and nursing mother, elderly people and
athletes.
üoth Complan & Horlicks are
available in different flavors in
different package sizes with different
price points.
üRAND MANUFACT TARGET MARKET PRODUCT CLAIM
-URER uHARE A@AILAüI-
LITY

GSK Children, 50% >5lac retail "Children have

women, outlets become taller,
pregnant stronger and
women & sharper. The
elderly Horlicks
people challenge Ȃ
now proven.

HEINZ Growing 17% >7lac retail Grow faster

CADBURY children,athle outlets with Complan.
tes,busy
adults
 Horlicks
V Initially, horlicks was ust a nutritional drink positioned
only for the sick patients and mal nutritioned.
V üut later it repositioned itself as Dzcomplete nutritional
drinkdz.
V With the slogan DzHAPPONG , OPPANG , CHAPPONGdz .

V It again improved itself to DzTALLER, STRONGER,

SHARPERdz.

V It soon came up with Junior Horlicks , Motherǯs Horlicks

and Horlicks Lite thereby pulling in new customers.
 Complan
V Milk has a unique position in the consumerǯs psyche.

V It positioned itself directly against milk. The ad said, DzYOUR

üODY NEEDu 23 @ITAL FOOD, DzILK GIVES 9 COPLAN GIVES
ALL 23 NUTRIENTSdz.
V The strategy went through a radical change. It was now
decided to position it-not by competitor-but by target user
and usage occasion.
V COMPLAN is complete with 23 vital foods for the body. It
repositioned itself as a drink fulfilling the nourishment
needs of people who cannot or do not eat enough.
V The Complan boy goes on to say, Mine makes me Taller with
the show of measuring up the height on ones shoulder at the
Complan ads, the Horlicks boy replies, DzINE AKES E
TALLER, STRONGER & SHARPERdz.

V The Complan boy then says, DzMINE COuTu Ru. 170dz and the
Horlicks boy replies, DzMINE COuTu ONLY Ru. 131dz.

V Horlicks thus highlighted the nutritional content and price

gap between the two brands, and showed Horlicks as a better
and more inexpensive health drink.
V As you all know that DzEvery coin has two sidesdz

V uimilarly comparative advertisements are important

and beneficial from the consumerǯs and producerǯs
point of view only to the extent it is providing
information about the product and making them aware.

V On the other hand comparative advertisements are not

beneficial if advertisers comparisons are false &
misleading.