Complan Positioning

• Anand Mishra• Gaurav Shahare• Jeewan Mohta• Kushagra Sharma• Siddhartha Anand• Suchitra R

First Entry into the Market

Positioned as a Ethical Product

Prescribed by Doctors

Perceived as a Medicine

First Entry into the Market

Perception Map

-5 0 5

-5

0

5Trust

Nourishment

Complan

Milk the only Health Drink in India

Vital food: Milk-9 vs Complan-23

High Degree of Awareness and Trials

Successful Strategy

Shift from Ethical clinical product to health beverage

product

Positioning against Milk

RisksPositioned as a product to Displace

milk from the Dining table.Not right from a social perspectiveWill affect brand image in long

termCompeting against milk will not be

easyProduct Class was different

Perception Map

-5 0 5

-5

0

5Nourishment

Price

Milk

Complan

Perception Map

-5 0 5

-5

0

5Source of Life

Price

Milk

Complan

Positioned as the great nourisherTargeted at Horlicks usersHealthier than HorlicksForced consumers to compare

vital foods provided by HorlicksStressed on body’s need of 23

vital foods everyday

Positioning Vs Horlicks

Strategy ImpactsFailed in the marketComplan priced twice that of

HorlicksCustomers don’t want daily dose

of good thingsTastes as medicine – Disliked by

consumersOverall perception: High priced

daily medicine

Perception Map

-5 0 5

-5

0

5Nourishment

Price

Complan

Horlicks

Perception Map

-5 0 5

-5

0

5Taste

Price

Complan

Horlicks

Perception Map

-5 0 5

-5

0

5Daily Drink

Price

Complan

Horlicks

Positioned as brand with unique nourishment value

Treated as something more special than Horlicks

Focused on children who lacks nourishment

Targeted on user rather than usage

New attractive looks, flavors

Positioning to unique slot

Strategy ImpactsCreated a unique positionPerceived as no real substitute

for it New Price-Value propositionAttractive looks – new flavors

help it treated as delicious drinkSales boosted

Perception Map

-5 0 5

-5

0

5Taste

Price

Complan

Horlicks

Milk

Perception Map

-5 0 5

-5

0

5Nourishment

Special

Complan

Horlicks

Milk