Scribd Logo
Upload

Welcome to Scribd!

  • 58 views

    Strategic Management: Complan

    Uploaded by

    Yash Thakkar
    Heinz India has been operating in India for over 12 years and distributes several food products including Complan. Complan was originally introduced in India in 1964 and was acquired by Heinz in 1994. It positions itself as a nutritious drink for growing children. The document outlines Complan's history, product features, portfolio, and competition in the Indian market. It discusses Complan's early marketing focusing on its superior nutrition compared to milk. While Complan remains a leader in the malted food drink category in India, its taste has become a weakness as customers turn to alternatives.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Strategic Management: Complan

    Uploaded by

    Yash Thakkar
    58 views12 pages
    Heinz India has been operating in India for over 12 years and distributes several food products including Complan. Complan was originally introduced in India in 1964 and was acquired by Heinz in 1994. It positions itself as a nutritious drink for growing children. The document outlines Complan's history, product features, portfolio, and competition in the Indian market. It discusses Complan's early marketing focusing on its superior nutrition compared to milk. While Complan remains a leader in the malted food drink category in India, its taste has become a weakness as customers turn to alternatives.

    Original Title

    MS

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Heinz India has been operating in India for over 12 years and distributes several food products including Complan. Complan was originally introduced in India in 1964 and was acquired by Heinz in 1994. It positions itself as a nutritious drink for growing children. The document outlines Complan's history, product features, portfolio, and competition in the Indian market. It discusses Complan's early marketing focusing on its superior nutrition compared to milk. While Complan remains a leader in the malted food drink category in India, its taste has become a weakness as customers turn to alternatives.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    58 views12 pages

    Strategic Management: Complan

    Uploaded by

    Yash Thakkar
    Heinz India has been operating in India for over 12 years and distributes several food products including Complan. Complan was originally introduced in India in 1964 and was acquired by Heinz in 1994. It positions itself as a nutritious drink for growing children. The document outlines Complan's history, product features, portfolio, and competition in the Indian market. It discusses Complan's early marketing focusing on its superior nutrition compared to milk. While Complan remains a leader in the malted food drink category in India, its taste has become a weakness as customers turn to alternatives.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 12

    Strategic Management:

    Complan
    HEINZ INDIA AND GLOBAL :
     
    HJ Heinz Co. is the iconic US based global food
    giant
    The 130 year old company is based in Pittsburgh,
    Pennsylvania.
    Today after almost 12 years of its entry its
    turnover is valued at almost 450-500 crores.
    Heinz with its global reach offers a range of 5700
    product varieties
    The major flagship product for HEINZ is the
    Heinz Tomato Ketchup.
    In India, Heinz distributes products like Glucon-
    D, Complan, Nycil; Sampriti Pure Desi Ghee.It
    recently entered into agreement with MJF Tea Ltd.
    to distribute Dilmah Tea in India.
    Heinz Vision & Mission Statement India :

    1.Team Building & Collaboration - We embrace great


    ideas from everywhere and everyone and respect all
    individuals.

      2. Innovation - We spot consumer and customer needs


    and meet them with simple, creative solutions.

      3. Vision - We define a compelling, sustainable future


    and create the path to achieve it.

      4. Results - We deliver on commitments, take


    accountability and balance the short- and long-term.

      5. Integrity - We always tell the truth, act with the


    highest ethical standards and ensure that our products
    are of the highest quality.
    COMPLAN EVOLUTION – NEED | WANTS | DEMANDS:

    Glaxo brought Complan to India in 1964.


    In those days its tag line “Complan has 23 Vital Nutrients whereas Milk has 9” had
    established Complan’s superiority over milk on nutritional delivery.
    In 1975 Complan made a strategic shift in its target market and positioning.
    In 1994, Heinz bought out Complan from Glaxo.
    The brand’s positioning as the ‘Drink for growing children’ coupled with its superior
    nutritional formulation are its greatest strengths today.
    Complan’s current consumer base runs into hundreds of thousands of households
    across the country.
    It is retailed through more than 225,000 outlets and has an impressive 16.8% share
    across the entire MFD category). Apart from India, Complan is also available in the UK,
    Australia, Venezuela, Nepal and Sri Lanka.
    PRODUCT FEATURES:
    Complan proclaims itself as “Complan for growth” and has the taglines: a
    “Complete Planned Food” and “Ideal for Growing children”.
    Complan has protein content that is 100% milk protein which is one of the
    best proteins for growth.
    Complan claims to be ideal for the child’s physical and mental development.
    Complan has been successful in translating its clams of being a nutritional
    drink, of being a complete planned food into sales growth.
    PRODUCT CHARACTERISTICS
    Complan operates in the category of Malted Food Drinks and the most
    important concept behind the advent of such product is twofold:
    1. The normal food does not take care of the daily requirements of children
    who need that some extra nutrients for healthy growth.
    2. This is a newer concept and a hidden motivator for all health drink segment.
    The parents and especially the mothers always feel that her child does not get
    adequate nutrition. It is precisely due to this reason that Complan utilizes the
    sentiments of mother’s love in its advertising.
    The product is categorized as a health drink and thus understandably is used
    as an additive to milk for getting a great taste. Complan’s availability in
    exciting flavours has endeared it to children. Complan continued to be
    perceived as an ethical product. In those days its tag line “Complan has 23
    Vital Nutrients whereas Milk has 9” had established Complan’s superiority
    over milk on nutritional delivery.
    PRODUCT PORTFOLIO
    Complan has around 15 percent share in the Indian Health Food Drink industry which is
    valued at around Rs.1300 crores. While Horlicks has over 54 percent market share.
    Bournvita & Horlicks continue with their aggressive marketing strategies and line
    extension to maintain and increase their market share.
    The Dogs:
     This category belongs to the products which are having low market growth and low
    market share. These are primarily Maltova, Viva and Milo. As the market is
    occupied by major players there is not much for these brands in terms of visibility.
    The Star is clearly Horlicks. As this has over 54% market share and also having
    advantage of high market growth.
     
    PORTER’S FIVE FORCES MODEL:
    Conclusion:
    Complan as a product and as a brand enjoys a very high brand and
    enjoys a high awareness among them regarding its nutritional value and
    the benefits of consuming the product.
    Complan has successfully positioned itself as a brand which provides
    immense quality with its promise of nutrition.
    Complan’s taste is something that children don’t like and this is a
    factor that is increasingly driving families to turn away from Complan.

    -Thank You…….

    You might also like