Published by MBA Skool Team, Last Updated: December 08, 2018
Marketing Strategy of Complan analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Complan marketing mix, help the brand succeed.
Complan marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Complan Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Complan Product Strategy:
The product strategy and mix in Complan marketing strategy can be explained as follows:
Complan is one of the most popular nutritional drink brand in the world. As the nutritional drink is seen as a need of a wide variety of people, it is therefore produced in a number of flavours. Complan has a wide product offering as a part of its product marketing mix strategy. These are Original, chocolate, strawberry, vanilla, banana, chicken, vegetable. Complan is specifically doctored as a balanced diet, therefore it contains more than 23 vitamins and minerals for health and vitality. It also has presence of antioxidant vitamins like A, C and E. Complan has a strong amount of Calcium for strengthening bones. It contains Iron for healthy mind and increasing stamina. One more feature that it boasts of is its no artificial colours, preservatives or sweeteners. Its ingredients are powdered skimmed milk, sugar, caramel, beetroot juice powder, added flavours, minerals and vitamins.
Image: company website
Complan Price/Pricing Strategy:
Below is the pricing strategy in Complan marketing strategy:
Complan believes in keeping the health and nutrition factor above pricing factor.
It is therefore priced higher than its competitors but it gives the guarantee of no nutritional adulteration. Pricing of the product here is seen as a second thought when it comes to health. Complan is sold in both packets as well as jars. The jars are priced a little higher than the packets. The pricing strategy as a part of its marketing mix also depends on the added flavours. While the chocolate flavour is priced the highest, the original flavour is sold at least price. Flavours like mango are being sold at medium price as compared to the other two.
Complan Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Complan SWOT Analysis, STP & Competitors
Complan Place & Distribution Strategy:
Following is the distribution strategy in the Complan marketing mix:
Complan has a strong and effective distribution owing to the presence of a strong parent company. Most of the marketing is done by Direct distribution channels. There is no involvement of C&F agents, wholesalers etc. This is done to ensure the cutback of extra money that is spend on middlemen while they can also ensure personalised treatment. This also increases Complan's profit margin. So, their marketing channel includes Manufacturer to Distributor to Retailer to Consumer. Their retailers are a wide range of shops which ranges from customer friendly supermarkets, local stationery shops to medical shops and health malls.
Complan is also available online through various online retailers.
Complan Promotion & Advertising Strategy:
The promotional and advertising strategy in the Complan marketing strategy is as follows:
Complan, being a global brand, uses all media channels to promote itself. For specific markets, it is seen as one of the first nutritional drink. It does its promotion actively through Sports. It uses various sporting celebrities who are well known among Indians. Complan also bring in major celebrities from sports fraternity & film industry. It has also sponsored many sporting events like Junior Squash Open 2002. Popular taglines such as "I am a Complan boy" is popularly used in its ads over TV. It is portrayed as the drink which makes children taller in their young age. Moreover, the main source of its promotion is still believed to be mouth to mouth where people are advised by other people to buy this special nutritional product for them or their children. Thus, this completes the Complan marketing mix.
A British pharmaceutical company named Glaxo launched Complan in the year 1954. The Complan foods brings Powdered milk energy drinks. In 1988, it was sold to a British health and Beauty retailer named Boots. While in India it was still with Glaxo. In 1994, Heinz acquired the company both in India as well as in UK. The most promising factor that became the USP of the brand is that it sells complete nutrition package. Complan is a complete planned food that offers multiple taste and flavour options. It is much easier to prepare just by mixing in milk. While it boasts of having 23 vital nutrients, it is seen as a perfect dietary need of those who required special nutrition.
It gained its popularity in places such as hospitals where it is seen as a health drink. As the company focuses on making users drink it on a daily basis, its customers see it as a daily dietary need.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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