Brand : Complan
Agency : Leo Burnett
Baseline : Extra growing power
Complan is a major brand in the 1200 crore malted beverage segment in India. A brand once owned by Glaxo was acquired by HJ Heinz in 1995. Heinz is a $9.2 Bn conglomerate that has operations in 200 countries and is famous for its Ketchups.
Complan has always been positioned as a Complete Planned food with its famous baseline " I am a complan boy : I am a complan girl"
The market for malted beverages has been stagnant for a while. But recent years it has been seeing some activity, the reason being that Indians are forced to be health conscious. Complan also found itself to be stagnant in terms of market share. The researches found that although the brand is established and popular among its users, the brand is not growing because it failed to attract new users.
This can be dangerous because a brand can sustain only if it is able to attract new users to its fold. Hence Complan changed its promotional strategy from targeting the existing users to attracting new users. The baseline was changed to " extra growing power" and ads were mainly targeting the non users of the product.
The change in the positioning is also due to the increasing competition from Horlicks and other GSK products in the segment.
Complan have also launched Complan: Family , a variant aiming at all members of family as a part of expanding the target market. Another interesting strategy was the launch of Complan sachet priced at Rs5 for 15gm complan . I am little confused at the exact purpose of the sachet launch , may be they want to explore the bottom of pyramid
Complan has been an established brand in the Indian health drinks market.The brand was carefully positioned and nurtured by its owners. With the competition getting hot all the time the brand is reinventing itself . It will be worthwhile to watch the fight of David And the Goliaths in this market .......