Complan Case Study
COMPLAN
Too Much of a Good Thing?
The problem of marketing Complan is somewhat unusual. It is, and it is perceived as, 'far superior' to competing products. And that is precisely the problem. As one housewife remarked, "It's too much of a good thing. Do I really need all that?" The origin of Complan explains its vastly superior formulation. It was developed by Glaxo Laboratories as a complete and balanced nourishment for serious medical and surgical patients unable to take normal food. Introduced into the Indian market in the early sixties, Complan was first promoted 'ethically', that is, to doctors who then prescribed it for their patients. This ethical positioning as complete and balanced nourishment obtained very good support from doctors and a growing, if modest, tonnage of sales was achieved. However, after some time growth levelled off. In 1970, Glaxo set up a Family Products group in the Company with the object of promoting some of its ethical brands over-the-counter, that is, promoting them directly to consumers with mass media advertising. It was judged that this would greatly increase their sales volume. Complan was one such product and it more than justified those expectations—for a while.
Positioning by Competitor
In its very first public appearance, Complan adopted the strategy of 'Positioning by Competitor'. It positioned itself directly against milk. 'Your body needs 23 vital foods', said the first ad, 'Milk gives 9- Complan gives all 23' (Exhibit 6.6). Notice the semi-clinical look of the advertising which reflects the transition from ethical to consumer promotion. The copy gives considerable factual information about these 23 nutrients and how they affect bodily functions; e.g. protein to build up and repair tissues and cells; calcium for healthy teeth and bones; folic acid to form new blood cells; vitamin A for the eyes, etc. This advertising and the position assumed by the brand created a high degree of awareness and trials. The consumer offtake
Too Much of a Good Thing?
The problem of marketing Complan is somewhat unusual. It is, and it is perceived as, 'far superior' to competing products. And that is precisely the problem. As one housewife remarked, "It's too much of a good thing. Do I really need all that?" The origin of Complan explains its vastly superior formulation. It was developed by Glaxo Laboratories as a complete and balanced nourishment for serious medical and surgical patients unable to take normal food. Introduced into the Indian market in the early sixties, Complan was first promoted 'ethically', that is, to doctors who then prescribed it for their patients. This ethical positioning as complete and balanced nourishment obtained very good support from doctors and a growing, if modest, tonnage of sales was achieved. However, after some time growth levelled off. In 1970, Glaxo set up a Family Products group in the Company with the object of promoting some of its ethical brands over-the-counter, that is, promoting them directly to consumers with mass media advertising. It was judged that this would greatly increase their sales volume. Complan was one such product and it more than justified those expectations—for a while.
Positioning by Competitor
In its very first public appearance, Complan adopted the strategy of 'Positioning by Competitor'. It positioned itself directly against milk. 'Your body needs 23 vital foods', said the first ad, 'Milk gives 9- Complan gives all 23' (Exhibit 6.6). Notice the semi-clinical look of the advertising which reflects the transition from ethical to consumer promotion. The copy gives considerable factual information about these 23 nutrients and how they affect bodily functions; e.g. protein to build up and repair tissues and cells; calcium for healthy teeth and bones; folic acid to form new blood cells; vitamin A for the eyes, etc. This advertising and the position assumed by the brand created a high degree of awareness and trials. The consumer offtake