Complan Report 2 - Fjdjd PDF

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Group 14! 3rd B.Com A

A study on Complan Advertising & Media Management Project!

Report on Horlicks vs Complan

Group 14! 3rd B.Com A

The conflict

The report is about the ! advertising war between two health nutrient brands which are Complan and Horlicks. Complan ! was ! first introduced ! by Glaxo in the Uk during the 2nd world war.It was introduced to ! India in 1964 by Glaxo laboratories .Complan is one of the most trusted brand for growing children in India. Similarly, Horlicks is ! also one of the best known brands in health ! food category ! with 50% shares.It ! is widely used ! as a nutritional and energy

! supplement by children as well as

adults.

!Lawsuits ! ! ! ! ! ! The war for supremacy between these two brand started as early as 1960s and has continued ever since.The brands were involved in aggressive comparative advertising in print and television !over attributes such as ingredients, protein, content, growth and flavours ! with the similar target groups.In 2008, both Complan and Horlicks came out with an advertisement that directly ! compared the brands using ! the Report on Horlicks vs Complan

Group 14! 3rd B.Com A

competitor brand’s trademark.With the brands decision to solve the disputes on their own,in Septemper 2008 Heinz approached the Bombay High court objecting to the ! Horlicks advertisement.While in December 2008,GSK approached the Delhi High Court against !Complan advertisement. ! ! ! ! ! ! ! ! However,according to the Delhi High Court, Complan brand is restrained from publishing or !telecasting !the two impugned advertisements ,or any other advertisement containing ! similar ! content ! which ! tends to cast a slur on Horlicks ! by implying that it is cheap ! or inferior ingredients or compromising !childrens ! growth. Complan has to come up with a new advertisement which is different from it’s previous unethical one.

Old advertisement The old ! campaign ! of ! complan ! advertisement’s ! main focus !was !for the child growing taller. The old ad campaign also only focused on the price being competitive and no other health benefits were emphasized upon. In 2008, Complan made a claim that their product was better than that of Horlicks. that

new campaign ! focuses on every

Report on Horlicks vs Complan

Group 14! 3rd B.Com A

aspect ! of ! the child’s health and ! growth overall. After which Horlicks also came up with a counter advertisement to support their brand’s claim.

New advertisement The new campaign of Complan has been been clinically proven to provide 2x immunity and strength to your little ones. The plant based protein ensures mass gain and improves bone strength. It is ideal for children of the age group 7-12 years as these are the formative years of their lives. Complan comes with various ! flavors like ! chocolate, vanilla, and almonds etc. These flavors enhance the dull taste of milk and would immediately make your child gulp down the glass. The freshly

sourced almonds

from California provide the right balance of Omega 3 fatty acids as well as minerals and vitamins. This increases their memory span and increases their

Report on Horlicks vs Complan

Group 14! 3rd B.Com A

capacity to retain more, leading them to ace their exams. ! Complan ! has become one of the best ! selling maltbased !drinks !especially !for children It is recommended by most of the health and nutrition !experts and is trusted by 97% of Indian Mothers. !They have testified that! complan ! is effective for children ! of age group from 7-13 years. Complan!has ! evolved ! into ! India’s ! premium nutritional health beverage !for growing !children.

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Report on Horlicks vs Complan

Group 14! 3rd B.Com A

Thank you

Report on Horlicks vs Complan...