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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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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ACCOMPLISHMENT REPORT FOR THE MONTH OF ___ 2014 / or ___ QUARTER 2014 ON COMMUNICATION PLAN (COMPLAN) FOR THE “PNP P.A.T.R.O.L. PLAN 2030”. A. CASCADING Office/ CPS/ Municipalities Cascading Activities Unit Certification Process Percentage of units certified E-Learning Nr of Activities Nr of Participants Total Nr of Personnel Nr of Personnel who took the exam 12 12 Total 12 12 B. COMPLAN FOR INTERNAL AND EXTERNAL ACTIVITIES I. ORGANIZATION OF COMMUNICATION TEAM Have Organized Communication
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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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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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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
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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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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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A. General Information Information to be provided in this section gives a specific name to the project as well as pertinent information about the personnel involved. |Prepared by: |Michael Wittke | |Date: |09/07/2012 | |Authorized by: |?????
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