The fight between Complan and Horlicks has become more intense. Yesterday I saw the new ad for Horlicks and was shocked at the message. The ad started with a scene inside the classroom where the teacher is taking the attendance. The teacher calls out " Calcium" then a group of students raise their hands, then she calls out " Iron " another group raises their hands. Then the voice over talks about the deficiency of nutrients seen in kids.
Then comes the critical part, a Doctor ( model) comes to the picture and talks about 23 vital nutrients that is necessary for the growth and claims that these nutrients are present in HORLICKS....!!!!
This is one of the classic cases of brands trying to establish their competitive points of parity . Horlicks is trying to negate the core differentiation of Complan . Complan since its inception has been harping on the 23 vital nutrients. Now Horlicks is trying to create parity by claiming the same property. Complan has never been so aggressive and blunt.
Remember that Complan has been trying to negate the claim of Horlicks ( Stronger,sharper,Taller) through aggressive campaigns .
So what is the fall out of this fight.
I think the possible outcome of this fight is that media and the ad agency will make a lot of money. Complan will be the gainer in this fight and Horlicks may run the risk of losing its core brand identity because it is trying to become Complan.
What do you think ??
Related Brands
Horlicks Vs Complan Fight
Then comes the critical part, a Doctor ( model) comes to the picture and talks about 23 vital nutrients that is necessary for the growth and claims that these nutrients are present in HORLICKS....!!!!
This is one of the classic cases of brands trying to establish their competitive points of parity . Horlicks is trying to negate the core differentiation of Complan . Complan since its inception has been harping on the 23 vital nutrients. Now Horlicks is trying to create parity by claiming the same property. Complan has never been so aggressive and blunt.
Remember that Complan has been trying to negate the claim of Horlicks ( Stronger,sharper,Taller) through aggressive campaigns .
So what is the fall out of this fight.
I think the possible outcome of this fight is that media and the ad agency will make a lot of money. Complan will be the gainer in this fight and Horlicks may run the risk of losing its core brand identity because it is trying to become Complan.
What do you think ??
Related Brands
Horlicks Vs Complan Fight
I think both the brands are losing out on potential/untapped market segments. Many people (beyond the age of 18) also consume health drinks either as nutritional supplement or as 'health food' or as plain refreshments. Hence these two mega brands should adopt a blue ocean strategy to tap into potential segments instead of baying for each other's blood.
ReplyDeleteHow about Horlics for gyming/health-conscious men (on the lines of Women's Horlicks)? And how about better-tasting Complan flavours finding its way as cool nutritional/health drinks in summer?
You are right, simply aping a competitors stance is not going to help Horlicks. It is likely to lead more confusion and blurring of messages. Also, Horlicks' core of 'pleasurable nutrition' which they harped with the 'epang, opang...' has gone for a toss.
ReplyDeleteI saw a sample pack called "complan Family" at a distributor point ..
ReplyDeletePackaging similar to Horlicks ..
Tastes similar to Horlicks ..
Dissolves in water / milk..
They are taking Horlicks head on with a price point of Rs 100 ..