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. 10 legal and ethical issues in advertising nitin garg the importance of advertising is steadily on the increase in modern society just as the media of social communication themselves have enormous influence everywhere. Complan vs horlicks advertisement metacafe affiliate u subscribe unsubscribe 1 941 1 feb 2009 advertising horlicks complan most popular videos galleries. Advertising advertising is the promotion of a company's products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Horlicks vs e but horlicks scores through the brand loyalty of their customers by sponsorship of consumer interactive events like school fairs etccomparative study of all the major competitors horlicks vs minerals and carbohydratese.
Complan is a product which is used in almost every family and specially in the families having small childrens complan is a energy drink which helps me lot to concentrate in my studies i am using this complan energy drink from lot of days nearly for 10 years as it helps me to build more thinki. According to retail audit unit org marg, gsk with four brands in the category horlicks, boost, viva and maltova - has a 69 per cent volume market share and complan's share is 13 per cent. Horlicks vs complan - advertisement management - august 6th, 2009 history of ad campaign of horlicks and complan successful repositioning of horlicksthe report has snap shots from the tv commercials telecasted from 1988 to 2007. After nearly forty years of marketing complan solely to children, brand owner heinz india is looking at re-booting its strategy to make the milk-based health drink more palatable to adults the.
Complan has to diversify its products in order to witness a growth in market sharescomplan has to be more creative in its advertisements9 recommendations horlicks has to keep up its good work and complan has to rethink its advertising strategies and try to diversify its products. When the brand released a clinical study, which claimed that children who consumed horlicks were taller, stronger, and sharper, it became a starting point for one of the brand's campaign. 2008: complan vs horlicks in september 2008, gsk's horlicks showed horlicks as a better and cheaper option than complan, in terms of nutritional value and market price 10/10.
In september 2008, gsk's horlicks showed horlicks as a better and cheaper option than complan, in terms of nutritional value and market price horlicks claimed to make kids taller, sharper and stronger and made complan look bad, as it was advertising only for taller. » analyze the advertising strategies adopted by complan and horlicks over the years » understand the issues and challenges faced by companies while using comparative advertising » examine the efficacy of comparative advertising in enhancing brand image and sales. 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. Comparative advertising complan vs horlicks horlicks was invented by william horlick (william) and his brother james horlick (james) (1844-1921) in 1873complan, owned by the heinz company, was one of the most popular health drinks in india. Sometimes, comparing a rival product unfairly can result in a legal case, as did happen with complan versus horlicks the advertising and counter advertising between these two brands got so confusing that at the end of the day it was unclear which brand had which differentiator.
A strong rival brands complan, horlicks and bournvita are now conceptually focusing on energy of milk all brands are targeting on children growth by which conveying common message ie it includes many types of vitamins, proteins, calcium which will make strong bones, gives energy & growth. 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. Ethics in ethics in marketing operations information technology marketing ethics was approached from ethical perspectives of virtue or virtue ethics, deontology, consequentialism. Complan or horlicks does improve on the taste of milk making it a lot sweeter than milk itself this is the only reason kids love it so much but, as far height growth is concerned, milk is the thing that is going to help you grow not the complan, the horlicks or the bournvita. A horlicks commercial on these lines, 'taller, stronger, sharper', which has been running on indian television for years, incidentally had to be withdrawn in the uk after the advertising standards authority objected.
0 down votes, mark as not useful complan vs horlicksdocx uploaded by payal maskara. Quick and easy nutrition a range of tasty drinks and products full of extra nourishment to supplement your diet. Horlicks vs women's horlicks it's shaped as a slim healthy lady and in a feminine red colour • even though maltova is a yummy chocolate drink with essential vitamins • boost has never given variety flavors to its consumers. Horlicks is usually taken to be a substitute for the profanity bollocks this use was exploited by the company in a 1990s advertising campaign, in which a harassed housewife exclaims horlicks in a context where a stronger term could have been expected, thus widening the term's exposure and usage for a while.
Not that sort of comparison has not been done at all , complan vs horlicks ad controversy is still fresh in our minds many years back it was pepsodent versus colgate ads (but even then no direct mention of brands), and it is said that it took the marketing heads of both the companies to sit together to end the money being wasted on comparative. Complan's triple action milk protein formula has the right nutrition for all round growth it has 2x milk protein that helps muscles become strong, 9 essential amino acids that are better absorbed in body and 34 vital nutrients that help stay active and alert. 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 the 1960s and has.
Milo definitely tastes better than ovaltine, even compared to the chocolate-flavoured version of ovaltine my third daughter devours milo soon after i buy it horlicks, which i bought from a british importer, is quite interesting but less convenient to make.