Overview

Complan is a major brand in the 1200 crore malted beverage segment in India
A brand once owned by Glaxo is now acquired by HJ Heinz since 1995. Today it had become one of the iconic brand. It is 14th most trusted brand in India.

Product Range
Complan for Growth Complan with Memory Chargers

Complan NutriGro
Complan for Family Complan Sachets Complan Biscuits

The Creation of Need

Complan COMplete PLANned food
Created a need in mothers mind as a food essential for

growing children Complete physical and mental development of children Claiming to be even a meal-time drink rather than only breakfast Created emotional impact in minds of parents against the growing competition for children to outperform.

Marketing Strategy
Created a need for the product
Touched emotions of parents for their child The famous taglines:

I am a Complan Boy / Girl

Extra Growing Power Sirf lataknese height nahi badhti Product range from sachets to family packs Acquisition and retention customers by aggressive ad

campaigns and promotions

Overview
Market leader in oral segment.
Market share of more than 50% Truly global company doing business in over 200

countries Colgate Co. first to introduce toothpaste in collapsible tube in 1896

Current Brand Portfolio

Colgate Strong Teeth
Colgate Total Colgate Herbal

Colgate Kids Toothpaste

Colgate Advance Whitening Colgate Active Salt Colgate Fresh Energy Gel Colgate Max Fresh Colgate Cibica

WHY CONSUMERS #1 CHOICE..???

QUALITY
FAMIALRITY AVAILABILTY AFFORDABILITY

Tackling Competition
Revitalization -Adopting new launches
Converting non users into users Targeted school children

Outsourced IT related services

Launched Oral Health Program in association with

IDA Free dental checkup in mobile vans.

The Brand Effect

About The Product

Introduced in 1959 in India
Surf was the first detergent powder in India Revolutionary change in capturing market through

various super-hit advertisement campaign. The unique feature of the product is that it focused on various aspects as per the need.

The Differentiator
Inspite of a huge competition from P&Gs Ariel and Tide detergents Surf could differentiate itself because of its ultimate advertisement and punch lines. They are 1970s Lalitaji Surf ki kharidari mein hi samajdari hai! 1990s Daag Dhoondthe reh jaaoge! 1999 Surf Excel Hai Na! 2003 Save 2 buckets of water 2006 Launch of Surf Excel Bar 2005 till date Daag Acche Hai!

Price
Pricing strategy of surf excel have always been

accordance with its competitors.

Product Range
Surf Excel Gentle Wash
Surf Excel Matic Front Load Surf Excel Matic Top Load

Surf Excel Blue

Surf Excel Quick Wash Surf Excel Bar

Target Market
The target market for Surf has been the Middle

income group people i.e annual income of 1-3 lacs. Surf excel as a product is easily available in the metro cities, the urban and semi-urban areas as well as the interiors of the rural areas as well. Since it ranges from Rs 2 sachet to Rs 450+ bucket, it acquires the low income groups as well as high income groups.

Promotion & Advertisement

Some facts about the Product

Fair & Lovely was the first skin whitening product ever

launched. It was launched way back in the year 1978 In 2003, it was rated Twelfth Most Trusted Brand in India In 2004, it was identified as Super Brand Fair & Lovely has a massive 60%+ market share

The Emotional Touch

Having fairer skin was never a need of an hour until

the late 70s. After the launch of Fair & Lovely, people, especially women realized the need for having a fairer tone skin. The need was thus created by adverting and promoting the product in such a way that it seemed to be more of a necessity or the kind of product which the inner soul of an individual was looking out for. It thus triggered the market by targeting the minds of the women.

Products Offered
Fair & Lovely Fairness Cream - 1978
Fair & Lovely Ayurvedic Cream - 2001 Fair & Lovely With Extra Brightness - 2003

Fair & Lovely Menz Active - 2006

Fair & Lovely Body Fairness Cream Fair & Lovely Anti Marks Fair & Lovely Multivitamin Cream Fair & Lovely Cream Soap

Evolution of the Brand

Phase I
Fairer skin better husband

Phase II
College girl self confident modern approach Phase III Career-shaper

Brand
A Brand is the visual, emotional, rational, and cultural

image that you associate with a company or a product.

It is not just a logo, ad campaign or slogan but is a product

of the millions of experiences a company creates right from its employees & vendors to customers - and the emotional feelings these groups develop as a result of their experiences.

Dont you do this??

Generally you want a product but you end-up taking the name of the popular brand. Mineral Water Bisleri Photocopy Xerox Chocolate Bar Cadbury Noodles Maggi Bandage Band-Aid Petroleum Jelly - Vaseline

Cadbury
Established in 120 countries, 40 chocolate confectionary brands, Market leader The worlds master chocolate makers. Ingredients from all over the world

Cadburys Recipes for successful branding

The right product Right partners Right marketing, Right Promotion Right employees.

"kuch meetha ho jaye"

Cadbury Chocolates success has been based on these factors: Quality Value for money Advertising

Maggi
Maggi , a brand of instant noodles by Nestl. Maggi merged with nestle in 1947 Launched in india in 1980 Higgest sold noodles in India

Maggis success story in India

o Promote the concept of noodles in India

o Initial target was working women

'Fast to Cook Good to Eat'

o Then they shifted to children as target market as children like the taste of maggi

Maggis strategies
Heavy promotion through advertisements. Targeting young generation and children. Making it a strong brand Several years expirence and a lot of money in promotion