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Ppt of shamim sir brand war Presentation Transcript

  • 1. Group Member NAME Anshu Tiwari Shoaib Shaikh Rupesh Sharma Shoaib Sayyed ROLL NO 2012098 2012080 2012081 2012078
  • 2. Introduction  It is a sales promotion technique that compares the products or services of one undertaking with those of other competitors.  It is designed to highlight the advantages of the goods or services offered by the advertiser as compared to those of a competitor.  It drives sales by comparing the features or services of a brand with that of its closest competitor.
  • 3. Brand War Reasons Some of the reasons for brand wars are:  To generate attention and larger number of views.  To make certain claims that they are better than their competitors.  A creative way to show that competitors claims are not sensible.
  • 4. Horlicks Vs Complan VS
  • 5. Introduction  Horlicks is the name of a company and of milk hot drink developed by the founders James and William Horlick.  It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under licence in the Philippines and Malaysia.  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 enjoys 50% of the Health Food Drinks market.
  • 6. Introduction        Complan Foods is a British company that makes powdered milk energy drinks. It was acquired by Danone in 2011.In India the Complan brand is owned by the H. J. Heinz Company. Complan was launched by Glaxo in 1954. Complan was launched in India in 1964. As part of Glaxo's Farley Health Products subsidiary, the Complan UK brand was sold to Boots in 1988. In India, Complan remained with Glaxo until 1994, when it was acquired by Heinz, who also acquired the UK brand in the same year. Complan – the Complete Planned Food in a Drink – is formulated as per the World Health Organization (WHO) guidelines suggested for growing children. In 2002 a majority stake in the UK business (Complan Foods) was sold to the Saatchi brothers‘.
  • 7. Product Positioning  Horlicks initially positioned itself as food for convalescing and a nutrient supplement for kids only.  Later on it introduced other variants to reposition itself from children segment to other segments.  Its brand image too have changed from a boring health drink to something that is nourishing& enjoyable.  Complan proclaims itself as a Complete Planned Food for growth with 23 nutrients.  Later it gave up its comparative positioning & tried to match the product claim & the customer needs.
  • 8. Target Audience HORLICKS Earlier Horlicks believed, white drinks are for the entire family in contrast to the browns, whose prime target audience is children. It targets mothers for its nourishment and kids for its great taste and variety.
  • 9. Target Audience COMPLAN  Complan mainly target growing children because children need adequate and balanced nutrition to help them achieve their maximum growth potential.  Complan is also ideal for busy adults (especially housewives and rushed officegoers), expectant and nursing mother, elderly people and athletes.
  • 10. Range of products Both Complan & Horlicks are available in different flavors in different package sizes with different price points.
  • 11. BRAND TARGET MARKET PRODUCT SHARE AVAILABILITY CLAIM "CHILDREN GSK 50% CHILDREN, WOMEN, PREGNANT WOMEN, ELDERLY PEOPLE HEINZ CADBUR Y GROWING STAGE, ATHELTES, WORKING (BUSY) PEOPLE 20% > 5 LAC RETAIL OUTLETS HAVE BECOME TALLER, STRONGER & SHARPER. THE HORLICKS CHALLENGE NOW –PROVEN.” > 7LAC RETAIL OULETS GROW FASTER WITH COMPLAN
  • 12. Marketing Strategy HORLICKS  Initially, horlicks was just a nutritional drink positioned only for the sick patients and mal nutritioned.  But later it repositioned itself as “complete nutritional drink”.  With the slogan “HAPPONG , OPPANG , CHAPPONG” .  It again improved itself to “TALLER, STRONGER, SHARPER”.  It soon came up with Junior Horlicks , Mother’s Horlicks and Horlicks Lite thereby pulling in new customers.
  • 13. Marketing Strategy COMPLAN  Milk has a unique position in the consumer’s psyche.  It positioned itself directly against milk. The ad said, “YOUR BODY NEEDS 23 VITAL FOOD, “MILK GIVES 9 COMPLAN GIVES ALL 23 NUTRIENTS”.  The strategy went through a radical change. It was now decided to position it-not by competitor-but by target user and usage occasion.  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.
  • 14. Horlicks ad
  • 15. Complan ad
  • 16. HORLICKS V/S complan ad war
  • 17. The Ad War  The Complan boy goes on to say, “MINE MAKES ME TALLER” with the show of measuring up the height on one's shoulder at the Complan ads, the Horlicks boy replies, “MINE MAKES ME TALLER, STRONGER & SHARPER”.  The Complan boy then says, “MINE COSTS RS. 170” and the Horlicks boy replies, “MINE COSTS ONLY RS. 131”.  Horlicks thus highlighted the nutritional content and price gap between the two brands, and showed Horlicks as a better and more inexpensive health drink.
  • 18. Conclusion  Similarly comparative advertisements are important and beneficial from the consumer’s and producer’s point of view only to the extent it is providing information about the product and making them aware.  On the other hand comparative advertisements are not beneficial if advertisers comparisons are false & misleading.