Case study on complan

1. Presented By
Vijeesh
S2-CETSOM

2. Introduction
 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. SoloTaxonomy Approach
Prestructural
• Market condition of health drinks varies continuously
• Always customers back off for completeness or all in one product

4. Unistructural
 Complan introduced with a complete planned food,
then also positioning issue occur.
 They Introduced Position by Competitor Strategy
which is directly against milk
 Corrective measurement took after the review.

5. Multistructural
 Ad leads customer to verify content in an product .
 Key Problems to the surface
 Price.
 Taste Dislike.
 Children treated complan as medicine.
 Used in special and selective occasion only.

6. Relational
Complan repositioned the product by the following reason
 Customer Benefits as a positioning strategy.
 Positioning strategy based on Competitors.
Complan reinforce its position against the competitor
by following reason
 Only brand with enough good things by showing that Complan
is complete with 23 vital foods for the body, Check what others
product give ?.
 Given product a new and more attractive look.
 The package design was leaned and modernized.
 Improve the product taste through change in manufacturing
process.
 New Flavour’s Introduced.

7. The repositioning strategy, together with product
improvement, provided the trust for a take off in sales.
It became clear that price was not the barrier to growth.
By Positioning complan in a unique slot, customers were
presuaded to see it had no real substitute and a new preseption
was created for brand.

8. Out of Box
 No health drink is complete. Try to get completeness
from natural food.

9. Q1) What do you understand by the term Product ?
 A good, idea, method, information, object or service
created as a result of a process and serves a need or
satisfies a want.
 It has a combination of tangible and intangible attributes
(benefits, features, functions, uses) that a seller offers a
buyer for purchase.
 For example a seller of a toothbrush not only offers the
physical product but also the idea that the consumer will
be improving the health of their teeth.

10. Questions

11. Q2) Explain the concept of product hierarchy using Complan health drink as
an example ?
Each product is related to certain other products. The product hierarchy
stretches from basic needs to particular items that satisfy those needs. There
are 6 levels of the product hierarchy:
 Need family:
The core need that underlines the existence of a product family.
Here complan an Health Drink were “health” is one of the main need.
 Product family:
All the product classes that can satisfy a core need with reasonable
effectiveness.
 Complan for Growth
 Complan for Memory
 Complan Biscuit
 Conplan NutriGro

12. • Product class:
A group of products within the product family recognised as having a certain
functional coherence.
“Complan for Memory” is one product class.
• Product line:
A group of products within a product class that are closely related because
they perform a similar function, are sold to the same customer groups,
are marketed through the same channels or fall within given price range.
For instance, “Complan for Memory with Chocolate Flavour” is one product line.
• Product type:
A group of items within a product line that share one of several possible forms
of the product.
For instance, “Canned Complan for Memory with Chocolate
Flavour” is one product type.

13. • Item:
A distinct unit within a brand or product line distinguishable by size,
price, appearance or some other attributes.
For instance, different size like 1Kg, 2Kg, etc of
Canned Complan for Memory with Chocolate Flavour.
Q3) Explain the concept of levels of product with Complan as an Example ?
According to Philip Kotler five product levels are
1. Core Product
This is the basic product and the focus is on the purpose for which the product
is intended.
In this case, Complan is health and nutritional drink for children and active people
2. Generic Product
This represents all the qualities of the product.
• Complan Baby Food .
• Complan Energy Drink
• Complan Age Reflect

14. 3. Expected Product
This is about all aspects the consumer expects to get when they purchase a product.
Customers think that as a complete food Complan will provide 23 nutrients as mention
in the ad.
4. Augmented Product
This refers to all additional factors which sets the product apart from that of
the competition. And this particularly involves brand identity and image.
Complan mention that our body required 23Vitals since milk only can give 9
vital Complan give all 23.
5. Potential Product
This is about augmentations and transformations that the product may undergo in
the future.
• The Package design was leaned up and modernized
• The product taste improved through a change in the manufacture process
• Introduction of new flavours .

15. Q4) Discuss the classification of product. Identify the category to which
health drinks like Complan belong ?
Product classifications help marketers focus their efforts using consumer’s
buying behavior. They are:
• Convenience Goods.
• Shopping Goods.
• Specialty Products.
• Unsought Goods
Complan is Shopping Goods because buying decisions are detailed considerations
of price, quality and value for products .

16. Q5) Explain product decision drawing suitable illustration from the health
drinks segment ?

17. Q6) Explain the different position strategies adopted by various companies.
Explain the reason behind Complan’s repositioning and how it became
a huge success ?
Positioning strategies can be conceived and developed in a variety of ways. It
can be derived from the object attributes, competition, application, the types
of consumers involved, or the characteristics of the product class.
All these attributes represent a different approach in developing positioning strategies,
even though all of them have the common objective of projecting a favorable image
in the minds of the consumers or audience.
There are seven approaches to positioning strategies:
(1) Using Product characteristics or Customer Benefits as a positioning strategy.
(2) Pricing as a positioning strategy.
(3) Positioning strategy based on Use or Application.
(4) Positioning strategy based on Product Process.
(5) Positioning strategy based on Product Class.
(6) Positioning strategy based on Cultural Symbols.
(7) Positioning strategy based on Competitors

18. Complan repositioned the product by the following reason :
• Using Product characteristics or Customer Benefits as a positioning strategy.
• Positioning strategy based on Competitors.
Q7) Horlicks is also positioned for children . How should complan reinforce
its position against the competitor?
Horlicks had positioned for children with the following reason
• Taste
• Fresh look
• Price
Complan reinforce its position against the competitor by following reason :
• Only brand with enough good things by showing that Complan is complete
with 23 vital foods for the body, Check what others product give ?.
• Given product a new and more attractive look.
• The package design was leaned and modernized.
• Improve the product taste through change in manufacturing process.
• New Flavour’s Introduced.

19. Q8) What factor lead to success of complan, boost and Horlicks while
maltova and milo is a faint memory in the health drink segment ?
For complan, boost and Horlicks success factors are :
• Market segmentation
• New and more attractive look.
• Introducing new flavour’s.
• Taste improvement.
• New and attractive themes for Advertising.