BRAND WARS

Vs
 Introduction
Horlicks :
In India, over 2 billion cups of Horlicks are drunk every year. Horlicks is the
only drink clinically proven in India to make kids taller, stronger and sharper.
The Horlicks available has been scientifically developed and specifically
caters to the nutritional needs of the Indian diet. Horlicks alone enjoys 50%
of the Health Food Drinks market. Horlicks has been a popular brand in
India since 1930.Re-launched in 2003; included a new look for the brand
targeting its core consumer, children up to 14 years old. New products have been
developed specifically for India, catering different segments of the Indian
market. Successive generations of Indians over the past half-century have
consumed it – stirred in a glass of hot milk or water – and become totally
confirmed believers in Horlicks’s virtues of good health and nutrition. This is
only to be expected for a brand that consumers have been using since the
1930s. Today, Horlicks is one of the best known brands in the health food
category. It owes its success to a strong brand heritage, commitment to
quality, focused communication, a strong distribution network and a deep
understanding of consumer needs.

Health food drinks provide nourishment for the family, particularly growing
children and serve as energy providers for adults. The market for malted
milk powders in India is huge as the product is widely used as a nutrition and
energy supplement by children and adults. The size of the market is
estimated at Rs. 10,170 million. Horlicks occupies the leading position with
over 50% shares of the market
Complan :
When British soldiers landed on the beaches of Normandy during World War
II, they were carrying more than just ammunition for firepower. They
carried with them a powdered nutritional supplement called Complan which
had been introduced by Glaxo. Glaxo brought Complan to India in 1964 and
marketed it through doctors as a convalescence drink. After it went OTC in
1969, 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. The
brands’ next major milestone was reached in 1975 when, in order to expand
its user base, Complan made a strategic shift in its target market and
positioning. Complan was now repositioned as an ideal nutritional supplement
for growing children. In 1994, Heinz bought out Complan from Glaxo. Given
Heinz’s commitment to quality and leadership, Complan has evolved into
India’s premium health beverage for growing children. It has now come to
stand for the Gold Standard of Nutrition). 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.

Enriched with 23 vital nutrients in balanced proportion Complan is an ideal

nutritional supplement for children in its target segment of four to fourteen
years. It is Heinz’s constant endeavor to upgrade Complan’s formulation as
per the latest developments in nutritional sciences and the changing
requirements of growing children. Complan – the Complete Planned Food in a
Drink – is formulated as per the World Health Organization (WHO)
guidelines suggested for growing children.
 Target audience
Horlicks:
The Great Family Nourisher'
Horlicks is the leading Health Food Drink in India and as the ‘Most Trusted
Drinks Brand' (Economics Times Survey, 2004) in India, enjoys more than
half of the Health Food Drink market. Although it has been a popular brand
in the Indian market since the 1930s, Horlicks underwent a revamp in 2003
to further increase its relevance. The modern & contemporary Horlicks
offers 'pleasurable nourishment' with a delicious range of flavors including
Vanilla, Toffee, Elaichi and Chocolate. With revitalized packaging synergistic
with the new brand personality, it is a favorite with both mothers for its
nourishment and kids for its great taste and variety. Horlicks is sold in a
number of countries across the world. In different countries, the product
has different formulations in order to cater to varying consumer segments
and serve different consumer needs
In India, the Horlicks available has been scientifically developed and
specifically caters to the nutritional needs of the Indian diet. It helps meet
the requirements of essential nutrients in children, such as iron and vitamins
that aid iron absorption. From the available data, it has been seen that
children in India are not getting enough of these vitamins and minerals from
their daily diet. Research shows that these nutrients are very important for
school age children for their attention, concentration and memory as well as
their physical performance and growth. Thus, Horlicks is a beneficial
supplement for children to aid not only their growth, but also enhanced
attention and concentration.
Earlier Horlicks believed, white drinks are for the entire family in
contrast to the browns, whose prime target audience is children. This is
probably because whites–whose growth rate is faster than the browns–have
the added advantage of being perceived as food which enhances the healthy
image of those who are recovering. But gradually they realized that they
have to focus on one segment of market that is children. Horlicks is now
positioned as a pleasurable nourishment drink aimed at children between the
age group of 8 -14. Nowadays children have tremendous influence on the
things purchased for the family and therefore we want children to prefer
Horlicks as a pleasurable nourishment drink. While all the action will be in
the general Horlicks segment, the focus of Junior Horlicks (target segment:
kids between one and three) will continue to remain the same.

Complan :
Complan mainly target growing children because children need adequate and
balanced nutrition to help them achieve their maximum growth potential.
Complan with 23 vital nutrients in planned proportions is the ideal food
supplement during these crucial years. Other than children they also target
other person like.  Active people, which needsn the extra nourishment for
traveling & sporting activities. Busy Executives , who now & then have to skip
their meal due to increase work load. Pregnant Women & Lactating Mothers,
because they require nutrients during these vital periods.

Complan is ideal for growing children, busy adults (especially housewives and
rushed office-goers), expectant and nursing mother, elderly people and
athletes. It had long been surmised that the actual users of COMPLAN were
predominantly children of school-going age. Later research corroborated
this belief. It was found that close to half of the actual users of COMPLAN
were of school-going age. This was a far younger age profile than for other
malted milk beverages. It is noteworthy that with sales rapidly increasing,
the next repositioning exercise brought about a much more focused and
narrower positioning by target user, instead of broadening its user
positioning. This calls for a great degree of strategic clarity and courage.

COMPLAN was positioned single-mindedly for ‘growing children’ in 1981.But,

with hindsight, you may wish to go more deeply into the reasons for this
sharply focused positioning for growing children and apparent indifference
to other user, such as the elderly and the busy, active adult.
However, that COMPLAN was consistently advertised to the medical
profession through ads such as in . Also note that a much higher percentage
of COMPLAN sales came from chemists as compared to other malted milk
drinks.
 Price
Complan is priced higher than other competitors because of its nutritional
contents and there is no compromise on the quality of the product and price
is given a second thought when it comes to health.

COMPLAN

Weight(gm) Flavours (Rs)

Chocolate Plain Mango Chocolate

200 68 55 60 75
500 140 120 - 150
1000 245 - - -

To enable consumers choose different flavours, Horlicks is now available in

Regular,Chocolate,Creamy,Vanilla and Honey Buzz varieties in a new package.
Horlicks drinks provide the following essential nutrients:  Proteins,
Carbohydrate, Fat, Vitamin A, Niacin, Vitamin B1, VitaminB12, Vitamin E,
Vitamin B6, and Iron & Calcium

HORLICKS

Weight(gm Flavours (Rs)

)
Elaichi Chocolate Honey Vanilla
buzz
Jar Refill Jar Refill Jar Jar
pack pack
200 57 - 57 - - -
500 108 103 108 103 108 108
1000 199 189 - - - -

Product positioning
Horlicks :
 It was first patented the malt-based milk drink as baby food. It was a
substitute of ―Milk as Baby Food. In India, It is popularly known as
―Mother‘s Horlicks.
 From a drink that was supposed to promote a good night‘s sleep to one
that can help children grow taller, stronger and sharper, Horlicks has
come a long way.
 Simultaneously, its brand image, too, has changed—from a fuddy-
duddy, boring health drink recommended by doctors to something that
is nourishing, and enjoyable.
 It was initially introduced both a substitute & an additive to milk and
it was initially positioned itself as ―food for convalescing‖ & a nutrient
supplement for kids only
Repositioning-
 From a boring nutritional drink, GSK positioned Horlicks as
`pleasurable nourishment', by launching it in vanilla, chocolate and
honey variants.
 It introduced other variants like - Jr. Horlicks, Women‘s Horlicks,
Mother Horlicks & Horlicks Lite to reposition itself from the children
segment to other segment for consumption.
 GSK launched Chill Dood an instant milkshake in the dairy based
product market.
 The brand today talks to every member of the family rather than the
entire family. The idea is to address all age groups.
 The Horlicks visual identity has undergone a complete makeover. The
packaging of its various segments of products was designed according
to the target consumers. The brand strengthens its market position
with the power of advertisement and distribution network.
Complan :
 Complan proclaims itself as Complan for growth´ and has the taglines:
a Complete Planned Food´ and³Ideal for Growing children´.
 Complan has protein content that is 100milk 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
 Complan entered to India in 1964 and marketed it through doctors as a
convalescence drink. In those days its tag line Complan has 23Vital Nutrients
whereas Milk has 9 had established Complan’s superiority over milk on
nutritional delivery.
Repositioning-
 In 1975 , in order to expand its user base, Complan made a strategic shift inits
target market and positioning.
 Complan was now repositioned as an ideal nutritional supplement for
growing children .
 In 1994, Heinz bought out Complan from Glaxo. Given Heinz’s commitment to
quality and leadership, Complan has evolved into India’s premium health
beverage for growing children.
 The brand’s positioning as the Drink for growing children is its greatest
strengths today. Complan’s current consumer base runs into hundreds of 
thousandsof households across the countries
 Marketing strategy
Horlicks :
It was really a surprise to everyone when horlicks re-positioned itself.
Initially, horlicks was just a nutritional drink positioned only for the sick
patients and mal nutritioned. But later GSK trend change among the people
towards health concern and people were searching for something nutritional
and tastier for their children and hence it repositioned itself as “complete
nutritional drink”. With the slogan “happong , oppang , chappong” it
captivated the childrens mind. Sensing its competitors with complan and it
again improved itself to “Taller, Stronger, Sharper. “. This made horlicks
really a leader in the market and its sales grown rapidly. Before other
competitors could react it went ahead. It also affected sales of boost but
still both are from same company they make sure that boost also gets sales
in the market. Considering the diabetes patients they also extended to
“horlicks lite”. For kids they added more nutrients and designed as “1-2-3
junior horlicks”. For mother they changed with improved nutrients as
“Mother horlicks”. Being a nutritional drink they were able to extend in the
same category. Thus built a strong brand through brilliant marketing. They
also consistently came up with good series of AD campaign. Every AD was
kindling the target audience. It spoke both to the mother and the children
that was the secret in their promotion. Every level of emotional and
comparison ADS were made to get the market leader position in the market.
Every advertisement had group of children and mother convincing more to
drink in the people mind. During every extension ads were made differently
and carefully differentiated such that every extension sustains in the
market. JWT (J WALTER THOMPSON) ad agency was responsible for their
successful promotion
Horlicks definitely hold a shelf space because customers expect the product
to be available as it is an essential product in their monthly grocery list.
Since Horlicks has extended into various categories as Junior Horlicks,
Mother’s Horlicks, Horlicks Lite they definitely require a store space.

Attracting new customers:

As their campaigning right from its inception of explaining its features to till
date with Junior Horlicks , Mother’s Horlicks and Horlicks Lite providing the
nutritious benefits it creates a strong awareness thereby pulling in new
customers .

The reassurance of the brand is achieved by the existing customers, since it

holds a better market share and strong awareness.
Time to respond to competitive threats:
GSK Horlicks is one of the brand which comes up with innovative product line
they were able to withstand threats at each stage of their growth.
Complan :
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 food’, said the first ad. `Milk gives 9 Complan
gives all 23` 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 off take of the brand
rose from a volume index of 100 in 1969-70 to 298 in 1973-74. The steady
growth also reflected that a considerable number who tried the brand stuck
to it and repeatedly purchased it. Despite the success of this strategy,
there was cause for rethinking. What really did this positioning imply? Taken
to its logical extreme. It meant that COMPLAN should Displace milk from
the dining table. In India, particularly, milk has a unique position in the
consumer’s psyche. It is regarded as the source of life, growth and health; it
is almost an object of reverence as a necessary ingredient in many religious
rituals. Moreover, with Operation Flood well under way , milk, in the form of
powder and also as fresh milk from the Mother Dairies, was being given a
great deal of marketing and advertising support. Fighting milk would not be a
cakewalk. And, as a socially aware corporate citizen, Glaxo wondered
whether it should be in the business of `knocking` milk formed such a vital
part of the nation’s health and nourishment plans. Very wisely, this
positioning strategy for COMPLAN was abandoned. In fact, here was a
classic instance of looking afresh at a key positioning decision: which product
class are we competing in? If not milk, then the logical product class
definition had to be other malted milk-foods like HORLICKS, VIVA, and
BOURNVITA. This can also be described as the health beverage product
class. COMPLAN strategy went through a radical change. It was now decided
to position it-not by competitor-but by target user and usage occasion.
COMPLAN’S position could now be stated as follows:
COMPLAN is ideal for totally fulfilling the nourishment needs of people who
cannot or do not eat enough because only COMPLAN is complete with 23
vital foods for the body. (1975-76) is an unambiguous example of advertising
designed to serve a clear-cut positioning strategy. The cinema commercial
(TV became available at a later data) dramatized these usage occasions more
vividly: the problem eater child tossing his food aside; the husband rushing
off with his uneaten breakfast on the table; the convalescing elder who has
no appetite for food; the harassed housewife herself. In such situations, to
what could the worried mother and housewife turn? What health drink would
assure her of all the nourishment that was needed in these special, but
everyday situations? The ads clearly presented COMPLAN as a product
which was unique and COMPLAN in its nourishment value. It was no longer
‘too much of a good thing’ but the only brand with enough good things to give
her the reassurance she needed. Could this position be adequately
substituted by any other brand? No way. Not only COMPLAN advertising,
but the product itself wore a new and more attractive look. The package
design was cleaned up and modernized. The product’s taste was improved
through a change in the manufacturing process. New flavours were
introduced: chocolate, because of its universal popularity, especially with the
young; Cardamom saffron, a typically Indian flavour with images of health
and goodness; the strawberry flavour was reserved for later introduction-as
a delicious, iced drink. And the price was increased.
 Product overview
Why HORLICKS is necessary
for life?
 It improves the immune
system of your body.
 Helps in building resistance
power
 Helps in improving Stamina
 Provides nutrition for
growing up.
 Prevention is better than
cure. Helps in maintaining
your health
 It Helps children growing up
in a healthier way
 HORLICKS improves your
resistance level and stamina
helping u live a healthier life
protection strategy.
 It was always an ideal health
supplement.
 Supports mental & physical
development.
Promotion strategy
Why go for COMPLAN ?
 It is specifically designed to
provide balanced nourishment
 It provides 23 vitamins and
minerals for health and
vitality
 It is a rich source of
antioxidant vitamins A, C and
E
 It contains calcium for
healthy, strong bones
 It has iron to help maintain
physical stamina, strength
and mental alertness
 It provides high-quality
protein
 It is gluten-free and suitable
for vegetarians
 Its balanced goodness
contains everything your
body needs to recover fast
from illness. Complan is
recommended by healthcare
professionals.
Horlicks :
Horlicks is a flagship product from the Glaxo Smith Kline (GSK) stable and
came into existence in1873. Horlicks commands about 54% market share in
Indian Health Drink industry which is valued at around Rs.1300
crores. Horlicks positions itself with nutrition. It had a strong
nutritive association for very long period.GSK decided to extend this
nutritive association and the communication was changed from Family
Nourisher to Pleasurable Family Nourisher.
GSK began to introduce different flavors (Chocolate, Vanilla, and Elaichi) in
an attempt to create excitement in the customers. The packaging of the
bottle was also changed in order to give the bottle a more attractive look.
Horlicks also decided to tap the market of the aged with the introduction of
Horlicks lite. The brand was further restrengthened by the launch of
Horlicks and Junior Horlicks. . The TV commercial had children going around
the town, cheering ”Epang Opang Jhapang” a chant without any meaning.
However, the TVC showed their mothers deciding on the choice of health
drink.
Now, Horlicks has gone a step further in promising not only height, but a
stronger body and a sharper mind. Horlicks wants the children to decide on
their healthdrink. The new campaign for Horlicks gives the kid
motto: 'Badlo Apne Bachpan ka Size'. The new TVC has Darsheel Safary.
Safary and his friends are on a mission to change things they don't like and
question age old practices around them. On the other hand the Horlicks
(GSK) claimed: Children have become taller, stronger and sharper . The Horlicks
challenge now proven. The brief to the agency was: The target group (TG) is a savvy
audience with a short span of attention. So, step into their issues, get into their skin and
raise their issues and concerns. The TVC was supported by print, radio and on-ground
activities and extended to Horlicks' school programme, Whiz Kids Contest. On the
digital platform, a site, activityindia.com/horlicks, has been launched through which
kids can communicate about the things they want to change.

Complan :
Complan is a very old highly nutritional drink in Indian Market and may be
one of the first in this category. Hence it doesn’t require an aggressive kind
of promotion techniques. Hence complan is know concentrating on
sponsorship of various sports related events and also introducing various
schemes such as window display scheme etc.

The various sports event it sponsored are: Complan Junior Squash Open
2002, sponsored by Heinz India Private Limited. The Complan junior Open
may be the highest junior prize money tournament in India. The total value
of price distributed was Rs. 2.25 lakhs. Heinz India has launched the
Complan Under-15 National Cricket Talent Search, in which a galaxy of
former India captains like Polly Umrigar, Nari Contractor, Chandu Borde,
Hanumanth Singh, Bishen Singh Bedi and former Australian captain Bob
Simpson, are involved. Young under-15 schoolboys from all the five zones
across the country — North, South, East, West and Central — are being put
through a rigorous regimen on the fundamentals of cricket.

The new tvc of complan showed the mother who uses Complan says that her
kid has grown up by an inch. The mother who uses ordinary health drink
decides to change over to complan. And other offers like Flying Disc free
with every 500gm of Complan. This ad can give short term hike in sales. This
ad shows that Complan’s desperate attempt to increase the sales.

Refill packs instead of Jar were introduced.

Former Indian cricketer Sanjay Manjrekar for Complan( Early 90’s).This is

the only time when Complan used a celebrity.

Horlicks vs complan : The ad

war
In late 2008, a legal battle broke out between GlaxoSmithKline Consumer
Healthcare (GSK) and Heinz India (Heinz) over the advertisements of their
respective health drinks Horlicks and Complan (Refer to Exhibit I for a
snapshot of GSK and Heinz).

The advertisements talked about how their respective brand was better
than the other and showed the competitor's product in bad light when
compared to the company's products.

The ad goes like this :

Scene outside store. Mother and adoloscent child duo - 2 pairs; one
Mother's bag showing a refill pack of Complan and the other Mother's bag
showing a Horlicks bottle (Both very very CLEARLY - no pixelations, no
attempt to hide whatsoever).

The spot goes on with the Complan boy saying, my health drink has 23
nutrients, how much does yours have? To which the Horlicks boy's answer is
23 nutrients and also something (eludes me, at the moment).

The Complan boy goes on to say, Mine makes me Taller' with the show of
measuring up the height on one's shoulder at the Complan ads, the Horlicks
boy replies, mine makes me Taller, Stronger & Sharper'.

The Complan boy then says, mine costs Rs.170 and the Horlicks boy replies,
mine costs only Rs.131. The Complan boy then jubilantly says, Mummy, In this
case we are higher right with the Mother making a grimace of I've-been-had
kind of look

The Ad ends with a couple of people carrying a Horlicks billboard with the 3
tenets of Taller, Stronger & Sharper clearly written in the background.

Horlicks and Complan are the common names of Indian households. These
two brands have a decent market share in the Health Beverage market.
These two brands are involved in aggressive advertising in print and
television over three decades. No doubt both the brands are a grand success
in the Indian market but our study aims in disclosing the advertising
strategies of both the brands and how they positioned themselves in the
minds of the consumers.

The war between these two brands started in the 60’s and is continuing till
date. Both the brands have changed a lot in the past 4 decades.

Horlicks vs. Complan:

After 2000….

Horlicks gaining massive lead in the market.

Horlicks launched Horlicks Lite and Mother’s Horlicks.
Horlick’s Light was positioned for adults( diabetic patients) and Mother’s
Horlicks for pregnant woman. In this mean time Complan launched Complan
Ectacy which failed.
No doctor’s prescription in the ad. This is because the literacy level of the
people has increased and people know what they need.
Today Horlicks has a commanding market share in Health Beverage segment.
It has got over 50% market share. Complan on the other hand failed to
capitalize its initial success. It is growing at a lesser rate when compared to
Horlicks

Range of products
COMPLAN is focused on HORLICKS targeted for
varieties of products: 5 different products:
  Complan muesli  Complan for memory
 Mother's Horlicks
 Complan for growth
 Horlicks Lite

 Complan biscuits
 Women Horlicks

 Complan for nutri gro  Horlicks Ninja

 Complan Shake  Horlicks nutri bar

 Junior Horlicks

The Fight for the Indian

Health Drink Market Turns
Ugly
In late 2008, a legal battle broke out between GlaxoSmithKline Consumer
Healthcare (GSK) and Heinz India (Heinz) over the advertisements of their
respective health drinks and Complan.
The advertisements talked about how their respective brand was better
than the other and showed the competitor's product in bad light when
compared to the company's products. In September 2008, Heinz moved the
Bombay High Court objecting to advertisements of Horlicks which
highlighted the nutritional content and price gap between the two brands,
and showed Horlicks as a better and more inexpensive health drink.

Heinz vs Glaxo
This suit which was transferred from the Bombay High Court to the Delhi
High Court was filed by Complan (Heinz) against Horlicks. This 30 seconds
advertisement placed both the products i.e. Complan & Horlicks next to each
other, compares the prices and according to Heinz, passes disparaging
comments against the quality and nutritional value of Complan when
compared to Horlicks.

Judgment: The law in regards commercial disparagement is crystal clear i.e.

a trader can puff up his goods in comparison to his competitors goods but he
cannot denigrate or disparage the competitor’s goods while doing so.
Therefore while it may be permissible to state that Product A is better than
Product B it is not permissible to state that Product B is worse than Product
A. There is a plethora of Indian case-law laying down the criteria for
‘puffing’.

In his order, Justice Bhat the The advertisements was held to be in the
realm of puffing. Justice Bhat did not agree with Complan’s allegation that
the manner of comparison between both products disparaged its own
product and held the same for fair.
The interesting part of this judgment is where Justice Bhat draws a
distinction between advertisements in different mediums i.e. print and
television with the standard of judicial scrutiny being much higher in the
latter than in the former. The reason for this according to Justice Bhat is
the fact that television advertisements unlike print advertisements make an
instant impact across consumer classes and the level of impact of such
advertisements on the consumer is much greater than a print advertisement
where each word has to be read, analysed and understood. Advertisers
therefore will have to read much more carefully when creating comparative
advertisements for television

Conclusion
So, comparative advertisements are important and beneficial from the
consumer’s and producer’s point of view only to the extent it is providing
information about the product and making them aware.
Š
Brand wars, when tastefully executed , can be an example of successful
advertising. Brands are built on competitive spirit, but there has to be a long
term strategy in building brands and the proposition should be unique enough
to make it convincing. Else it s a kin to salesmen fighting among each other
proving their brand to be better, which ends up actually mocking the
product.