Horlicks, Bournvita and Complan = Child's Grow

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. 

Today, consumers are aware well about Horlicks, Bournvita and Complan. By reducing price, consumers will not switch over rapidly from one brand to other in this segment. Health drink for child is such segment where brand is “Value for Money”, consumers will ready to pay willingly if they will be getting good results.   

It could be better if Complan has released some innovative campaign rather than price.

Share your Views… 3 BRANDS = CHILD’S GROWTH