Complan Vs Horlicks: Comparative Advertising and the Question of Ethics Abstract: This case is about the advertising war between two popular health drink brands Horlicks and Complan in India. The war for supremacy between these two brands started as early as in 1960s and had continued ever since. Over the years‚ the brands were involved in aggressive comparative advertising in print and television over attributes such as ingredients‚ protein content‚ growth‚ and flavors. However‚ in late 2008
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Bournvita Conversation started Tuesday Cadbury India has released a thematic film on the importance of inculcating good habits in children for its beverage brand Bournvita‚ with the story of a mother who instils in her son the habit of winning. The TVC created by Ogilvy & Mather went on air in early April. The film starts with a mother and son racing in the woods. She is shown pitting herself against the boy in regular sprints. The mother tells the story through the voice over. She says‚ “Mere
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The Journey: The brand has been an enduring symbol of mental and physical health ever since it was launched in 1948. It is hardly surprising then‚ that Bournvita enjoys a major presence in the Malt Food market. Given its market share of 17%‚ Cadbury Bournvita reaches across hundreds of cities‚ towns and villages through 3‚50‚000 outlets in India. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However‚ children always look
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Born: 1873‚ in the US History: Two Chicago‚ US-based brothers‚ James and William Horlick‚ first patented the malt-based milk drink as baby food. the US While the exact date of its India launch is not known‚ some of its commercials date back to the early 1900s. Currently owned by GSK Consumer Healthcare Ltd in India Status: Horlicks holds 58% of the Rs1‚900 crore health food drinks market‚ and is currently a Rs1‚000 crore brand in India Brand story: From a drink that was supposed to promote
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Horlicks Taller Sharper and Stronger “Horlicks Marketing Strategy” Horlicks‚ a GlaxoSmithkilne Consumer Healthcare India Limited‚ owned drink‚ which caters to the nutritional needs of the Indian diet has been a popular brand in the Indian market since 1930s leading with a market share of over 50% in the Food Drink segment. Horlicks marketing strategy has been health oriented. This leading health food drink in India underwent a revamp in the year 2003 offers a ‘pleasurable nourishment’ with
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strategy of Horlicks: Horlicks is a health drink brand existing in Southeast Asia since decades. Horlicks holds 50% market share of milk beverage market of India that is around 2300 crore (source: The Nielsen Company). Glaxo Smith Kline Consumer Healthcare is a proud owner of such a strong brand. The brand has created such a great entry barrier that other big players like Nestle and Dabur have got a hit. Nestlé has stopped making Milo and new entrant Dabur has decided to stay clear of Horlicks and pitch
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rlicksMarket In millions of homes frosted glass jars with blue caps sit perched on kitchen shelves. These are Horlicks bottles – the ubiquitous health drink since the 1930s – now serving the purpose of kitchen containers. In their original avatar‚ the bottles contained Horlicks‚ a spoon of which stirred in a glass of hot milk or water was the great nourisher. The basics have not changed since; except Horlicks is now an extended family of health drinks reaching out to more people‚ under more circumstances and
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Cadbury India Ltd launched Cadbury Bournvita‚ a chocolate health drink‚ in 1947 in India. But even before launching its new health product in the Indian market‚ Bournvita was one of the most loved chocolate drinks around the world.in india it has a market share of 17%. In spite of the fact that Indian health drink market is flooded with a number of newer fun drinks for kids‚ Cadbury Bournvita has made a niche for itself as a drink for children who are mentally and physically active. It showed that
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products‚ malted food products and biscuits. GSK is the leader in Indian Health Drink Market. It has four brands – • Horlicks‚ • Boost‚ • Viva and • Maltova Glaxo Smith Kline is actually a single-product single-brand company. They acquired Viva and Maltova brands from Jagatjit Industries to become the only company in the white beverage segment. Horlicks is the most dominant player in the category. According to retail audit unit ORG Marg‚ GSK with four brands in the category
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ASSIGNMENT-2 SUB: Pick up a Branded product & explain the Segmentation‚ Targeting‚ Positioning of the Product??? HORLICKS - AN INTRODUCTION Horlicks is a name of the company and of a malted milk hot drink. It is manufactured by GlaxoSmithKline in the United Kingdom‚ South Africa‚ New Zealand‚ Bangladesh‚ Pakisthan‚ India and Jamaica. Horlicks came to India with British army. British army gave them as a Diet Supplement in the time of World War 1 and then took this as a family drink. It became
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