Mainly, three health drink brands are consistently focus on
Child’s Growth by representing nutritional supplements & Vitamins. Those
brands are Horlicks, Bournvita and Complan…
Market Share in India:
- Horlicks over 50 % holding market, Bournvita 16.2% whereas Complan having
13.9 % (Till March ’13).
On this time, two brands have been made change and rolled
out with distinctive campaign to sustain in market and rapidly movement of
brand.
Bournvita Strategy:-
Released campaign with new punch line “Taiyyari
Jeet Ki (Preparing to Win)”. Overall campaign is emphasize on every aspects
“Good Habit” for child growth. Mother is continuously preparing his boy for
race, ultimately boy chase his mother after continuous efforts and at the end
of campaign conveying message that “Only Mother can understand better prominence
of good habit”. Good habit is that mother is giving Bournvita daily.
Television Commercial:-
https://www.youtube.com/watch?v=ev_IC0bgY04
Good campaign which gives energy and boosting up confidence
as compared to prior one “ Doodh ka calcium waste (waste of Milk’s calcium)”.
Complan Strategy:-
(1) First
campaign interaction between Doctor and Boy, the problem of boy is Height because
his colleague calling him Chhotu i.e. small in height and asking for solution
to Doctor. Doctor suggesting Complan which grows two times faster.
Television Commercial:- https://www.youtube.com/watch?v=HEUYrC0H7pY
How can alone boy
directly ask to Doctor? It can’t possible and should not represent. Poor
strategy is being used by Complan. Tomorrow, it may chance that every school
boy going directly to Doctor and ask for any solution.
(2) Second campaign Complan
rolled out new campaign with Price conscious factor from brand conscious.
Complan is offering Rs. 20 off (INR) So hurry up…
Television
Commercial:- https://www.youtube.com/watch?v=HGa7cWKo5Vg
TVC is shown that one boy is feeling mood-less because his
colleague called him “Chhotu i.e. small in height”. Suddenly his friend is
coming and suggesting that “Tell your Mother to give you Complan, and boy
replied with wonder expression Complan!, but in off-mood saying mother is
giving cheaper health drink, not giving Complan.
At the end of campaign Smile comes on boy’s face while his
friend telling that now Rs. 20 off convey the same to your mother.
Always should taking
care in communication dialogue that punching “Mother is giving cheaper health
drink”. It should not use because mother is always caring and thinking good for
her child. Mother is supposed to buying health drink for result, not for price
and she knows well which one is better for her child.
It could be better if Complan has released some innovative
campaign rather than price.
Share your Views… 3
BRANDS = CHILD’S GROWTH
