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Hrlicks vs COmplan Marketing strategy

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Azhar Sayed

on 3 December 2013

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Transcript of Hrlicks vs COmplan Marketing strategy

Horlicks vs Complan Marketing strategies
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 etc
Horlicks has been a popular brand in India since 1930.
The Horlicks 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.
Complan Foods is a British company that makes powdered milk energy drinks.
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. In India, Complan remained with Glaxo until 1994, when it was acquired by Heinz.
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‘.
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.
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.
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.
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