Market Acquisition by Products

7/28/2019 Market Acquisition by Products

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Overview Complan is a major brand in the 1200 crore malted

beverage segment in India

A brand once owned by Glaxo is now acquired byHJ Heinz since 1995.

Today it had become one of the iconic brand.

It is 14th most trusted brand in India.


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Product Range

Complan for Growth

Complan with Memory Chargers Complan NutriGro

Complan for Family

Complan Sachets

Complan Biscuits


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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.


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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 adcampaigns and promotions


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Overview Market leader in oral segment.

Market share of more than 50%

Truly global company doing business in over 200countries

Colgate Co. first to introduce toothpaste in collapsibletube in 1896


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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


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WHY CONSUMERS #1 CHOICE..??? QUALITY

FAMIALRITY

AVAILABILTY

AFFORDABILITY


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Tackling Competition Revitalization -Adopting new launches

Converting non users into users

Targeted school children Outsourced IT related services

Launched Oral Health Program in association withIDA

Free dental checkup in mobile vans.


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The Brand Effect


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About The Product Introduced in 1959 in India

Surf was the first detergent powder in India

Revolutionary change in capturing market throughvarious super-hit advertisement campaign.

The unique feature of the product is that it focused

on various aspects as per the need.


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The DifferentiatorInspite of a huge competition from P&Gs Ariel and Tide

detergents Surf could differentiate itself because of itsultimate advertisement and punch lines. They are -

1970s Lalitaji Surf ki kharidari mein hi samajdarihai!

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!


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Price Pricing strategy of surf excel have always been

accordance with its competitors.


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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


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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 metrocities, the urban and semi-urban areas as well as theinteriors 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 incomegroups.


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Promotion & Advertisement


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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 inIndia

In 2004, it was identified as Super Brand

Fair & Lovely has a massive 60%+ market share


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The Emotional Touch Having fairer skin was never a need of an hour until

the late 70s.

After the launch of Fair & Lovely, people, especiallywomen realized the need for having a fairer tone skin.

The need was thus created by adverting andpromoting the product in such a way that it seemed to

be more of a necessity or the kind of product whichthe inner soul of an individual was looking out for.

It thus triggered the market by targeting the minds ofthe women.


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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


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Evolution of the BrandPhase I

Fairer skin better husband

Phase II

College girl self confident modern approach

Phase III

Career-shaper


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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


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Cadbury

"kuch meetha ho jaye"

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

Cadburys Recipes for successful branding

The right productRight partnersRight marketing,Right Promotion

Right employees.

Cadbury Chocolates success has beenbased on these factors:-QualityValue for money

Advertising


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MaggiMaggi , a brand of instant noodles by Nestl.

Maggi merged with nestle in 1947Launched in india in 1980

Higgest sold noodles in India

Maggis success story in Indiao Promote the concept of noodles in India

o Initial target was working women

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

'Fast to CookGood to Eat'

Documents

Market Acquisition by Products