1. PGP – MEDIA & ENTERTAINMENT
MEERA MEHTA - 27
BRAND INTEGRATION

2. About Complan -
 Launched by Glaxo in 1954
 Complan was formulated in Britain, as an ideal
nutritional supplement for soldiers wounded on the
frontlines in World War II
 It was introduced in India in 1964 which was marketed
through doctors as a convalescence drink
 It is formulated as per the WHO guidelines ted for
growing children
 As a part of Glaxo’s Farley Health Products subsidiary,
the Complan UK brand was sold to Boots in 1988
 In India, Complan remained with Glaxo till 1994

3.  Brand Promise - Complan, with a
history going back half a century, is
the Gold Standard in children’s
nutrition and one of India’s heritage
brands. The brand takes its job of
delivering nutrition to growing
children seriously and has built
enormous credibility over the years
 Target Audience – Mainly target
growing children and Active people
who need the extra nourishment for
traveling and sport activities

4. CORE
POSITIONING

5. Brand Name - Complan is derived from the statement Complete
Planned Food
Logo - Complan has a simple logo with its name written. It changes
colors of the text on the packaging to make it more attractive as the
general target audience are children
Packaging - Complan’s packaging has always been innovative. It has
offered the best options available at all times. It has a plastic bottle with
the look of energy and boost which indicates the purpose of the drink.
They’ve had a shift from tin containers to glass bottles to plastic and refill
packs

6. Complan for Growth
Complan for Memory
Complan Biscuits
Complan NutriGro
BRAND EXTENSION

7. LINE EXTENSION
Growth – 7 yummy flavors like
Chocolate, Kesar Badam, Pista Badam,
Strawberry, Mango, Caramel and
Natural
Memory – 8 memory charge and 5
memory charge
Biscuits – Milk and Chocolate Flavor
NutriGro – Home style Badam Kheer
flavor, Premium Chocolate flavor, Fruity
Strawberry Flavor

8. Reasons why the Line and Category Extensions of
Complan make sense -
 Complan is positioned as a health and nutritional drink for children
and active people
 The Category Extensions of Complan include Growth, Memory,
Biscuits and NutriGro which are all related to the positioning that
Complan displays.
 It has always done innovations in its products so as to make it more
attractive to the people.
 The Line Extension of all the above include different flavors that
cater to the need of the Indian public.
 They serve different flavors along with the nutritional purpose
being served

9. Product Characteristics -
 The normal food does not take care of the daily requirements of
children who that extra nutrients for healthy growth
 This is a newer segment and a hidden motivator for all health drink
segment. The mother especially feels that her child is not getting
enough nutrition. It is precisely due to this reason that Complan
utilizes the sentiments of mother’s love in its advertisements.
Complan continued to be perceived as an ethical product. In those
days, its tagline ‘Complan has 23 Vital nutrients, Milk has only 9’
has established Complan’s superiority over Milk on nutritional
delivery.

10. Complan is a strong brand due to the marketing it has
done. It has positioned itself as a Market Leader in
nutritional aspects. The STP of Complan is as follows -
Marketing Strategy –
 Milk has a unique position in the consumer’s psyche
 It has marketed itself directly against milk saying, ‘ Milk has only 9
Vital ingredients, Complan has 23’
 The strategy went through a radical change. It was now to decide to
position it – not by the competitor, but by the target audience and
usage occasion
 Complan has re-positioned itself as a drink fulfilling the
nourishment needs of people who do not eat enough.

11. Complan is a strong brand due to the marketing it has
done. It has positioned itself as a Market Leader in
nutritional aspects. The STP of Complan is as follows -
Target Audience –
 Complan mainly targets growing children as they need adequate
and balanced nutrition to help them achieve their maximum
growth potential
 Complan is also ideal fro the adults especially housewives, active
sportsmen, rushed office-goers, expectant and nursing mother,
elderly people and athletes
Positioning –
 Product to displace milk from the dining table
 Greatly nourished
 Focused on children who lack nourishment

12. STRONG BRAND  Complan makes itself a strong brand due
to its positioning. It has positioned itself in
the minds of the people as a nutritional
drink.
 Also, it captured the sentiments of the
mother who care for their children.
 The consumers using Complan are brand
loyal
 The ECONOMIC TIMES Brand Equity
consumer panel voted it as the Best in the
category
 The reach and awareness of the product
is very well covered
 Complan at Rs 99 only. It has always been
sold as a premium to its competition due
to the outstanding product competition
 To make the offer more attractive,
Complan has launched Complan Natural
2x200 gm packs at Rs 99 which is below
the psychological price barrier of Rs 100

13. Marketing
Mix
Product
Complan – The
complete
planned food
Price – Different
price for
different
segments
Place – Pan
India, kirana
shops to malls
Promotion –
positioned as a
health drink for
growing
children

14. BRAND MANAGEMENT
PLACE
 Complan believes in more or less Direct Selling kind of distribution channel hence it does
not have any middle man like C&F Agents, Wholesalers, etc. This helps the company to
charge less to their customers and give them more or less personalized treatment
 This also helps them increase them profit margins
TARGET MARKET
 Targets growing children as they need adequate nutrition
 Targets adults like athletes, pregnant women and sportsmen
PRICE
Weight
(Gms)
Chocolate
(Rs)
Plain (Rs) Mango (Rs) Chocolate
Jar (Rs)
200 68 55 60 75
500 140 120 - 150
1000 245 - - -

15. Identity Prism for Complan
Physique – Plastic
bottle, various color
packages
Personality –
Energetic, family
oriented, strong,
healthy
Relationship – 3 to
17 years of age
Culture – India taste,
innovative
Reflection – I am a
Complan Boy /
Complan Girl
Self Image – Health
Supplement
EXTERNAL INTERNAL

16. Risks to the Brand
Competitors of Complan –
 Milo
 Horlicks
 Boost
 Bournvita
Complan – Horlicks Comparative Advertising –
 GSK (Complan) and Heinz (Horlicks) got into a
legal fight in late 2008 over the advertisements
of their respective health drinks
 The case was about Comparative Advertising
As a Brand Manager, I would be careful about the following –
 To keep the price economical for the target audience
 To maintain the Brand Positioning and make it more attractive to the consumers
 Keep coming out with innovative packaging as it attracts the kids
 Keep a check on the Competitors and their Marketing Strategies

17. Core Building Elements of Brand Equity
PERFORMANCE
Good Performance and Good Position in the market
JUDGMENT
Nice quality with different flavors, less credibility and high
consideration
RESONANCE
I am a Complan Boy and Girl, Classic Advertisement, Family
Oriented, Emotional Touch

18. Core Building Elements of Brand Equity
SALIENCE
High awareness, most commonly, recalled as a Health Supplement
IMAGERY
Easily available, Ready to use and good to eat
FEELING
Exclusive feeling of Healthiness, Full of Nutrition

19. If I were the Brand Manager, the Research Objectives
and Periodicity would be -
Once the need for research information has been clearly defined, the researcher
must specify the objectives of the proposed research and develop a specific list of
information needs. Research objectives answer the question "Why is this project
being conducted?
 I would list down the problems that are being faced by the brand
 For this, I would need to evaluate relevant data, formulating hypothesis,
making deductions and coming to a solution
 I would need to be logical. With that, I would come to accurate observations
 This would direct mw towards the solution of my problem
 My objective of research would be – investigate how Complan is doing in the
market, if there is any problem then I would collect data regarding the
problem, conduct a logical study, conduct a systematic enquiry of the subject
and I would also carefully record, report and present the facts
 I can research through the various types of research that are – Descriptive
Research, Fundamental Research, Empirical Research, Analytical Research,
Quantitative and Qualitative Research, Conceptual Research, Applied
Research and Historical Research

20. 3 Innovations that I would introduce -
1) Complan Baby Food –
Since Complan has positioned itself as a Nutritional drink and it majority target
audience are Children, Complan could come up with Baby Food which holds
nutritional value for the infants. It would serve the purpose of nutrition since the time
the child is born.
2) Complan Energy Drink –
Also, Complan could come up with an energy drink like Redbull which has nutritional
value. This could be targeted for the teenagers.
3) Complan Age Reflect –
Complan can come up with an Energetic and Nutritional Powder only for the old age
people where they suffer from low calcium deficiency and various other problems.
Complan could take a step ahead and try to overcome these problems with their new
Complan Age Reflect which would be made specially for the old age people who suffer
from these problems.

21. THANK YOU