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Complan Case Study: Market Analysis

This document presents a case study on Complan, an Indian breakfast cereal brand. It provides an overview of Complan's history and positioning in India. Key points covered include strengths like strong branding, focus on target groups, and effective media utilization. Segmentation analysis identifies target groups as health conscious individuals aged 15-60. Promotional strategies proposed include TV commercials, small cereal samples, social media campaigns, and influencer marketing to help differentiate Complan and address challenges from competition and changing lifestyles.

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Simreen Hudda
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86 views17 pages

Complan Case Study: Market Analysis

This document presents a case study on Complan, an Indian breakfast cereal brand. It provides an overview of Complan's history and positioning in India. Key points covered include strengths like strong branding, focus on target groups, and effective media utilization. Segmentation analysis identifies target groups as health conscious individuals aged 15-60. Promotional strategies proposed include TV commercials, small cereal samples, social media campaigns, and influencer marketing to help differentiate Complan and address challenges from competition and changing lifestyles.

Uploaded by

Simreen Hudda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

COMPLAN CASE

STUDY
PRESENTED BY
G
R
O
U
ADITYA PATIL
REEYA VIJAN
96
117 P
MIHIR KAMDAR 20
KHYATI NAGARSHETH 154
SIMREEN HUDDA 135
FEMINA VEIGAS
SAGAR TRIVEDI
175
55
6
ROSHAN SHAH 44
KOMAL DESHPANDE 73
OVERVIEW

• Complan was introduced in India in 1964 by Glaxo


• It went OTC in 1969
• Key player in MFD category
• Key parameters: high on nutrition, children’s growth and
flavours
• Zydus wellness bought complan in late 2018
Strengths

• Strong positioning
• Flavours & packaging
• Focus on target groups
• Effective media utilization
• Social initiatives
Analysis
Age

17%

30%
15-25
26-35
20%
36-50
50 & above

33%
What is your occupation?

7%
17%
Home maker
27%
Working
professional

Student
50%
Unemployed
Do you pay attention to making
healthy food choices when you eat?

25%

Yes
No

75%
Do you eat cereals?

43%

57%
Yes No
Why do you prefer cereals?

25

20

15

10

0
s r
ce ic
e r te
ie
n
ho vou gh
n C la au
ve y F D
n tl h t /
Co ea r en Son
H e y
iff m
D r
F o
If yes for cereals then what time of
the day do you prefer to eat?

24%

35% Breakfast
Lunch
Snack time
12% Dinner
Whenever I am hungry
6%

24%
Which your most prefered flavor of
cereal?

9%

26%
Oats
Wheat
35%
Vanila Cream
Dry fruits
Other
21%

9%
Which brand comes to your when
you think of cereal?

7%

10%

33%
Kellogg's
Tasty treat
Soul full
20% Baggrys
Nesplus
Others
13% 17%
What is it that you see when you buy
a cereal?
30

25

20

15

10

0
Brand Price Taste Nutrition Flavours Others
How often do you eat cereals?

12% Everyday

38%
Thrice a
21% week

Twice a
week
29%
Once a
month
What is the reason for not having
cereals?

27% 27%
Never tried
Didn’t like the taste
Got better options
I don’t like milk
15% Like freshly made food
19%

12%
STPD
Segmentation Target
• Age • Age 15-60
• Lifestyle • Health conscious
• Eating habits • Fitness Oriented
• Working women
• Office goers
• Old people
• Teenager
• Diet conscious

Positioning Differentiation
• Ease in making • Taste- Sweet, Sour
• Anywhere food • Flavour - All fruit and nuts
• Good to eat • SKUs
• Ease in availability
PROMOTIONAL STRATEGY

• TVC
• Small packet of Complan cereal with complan nutritional drink
• QR code behind pack
• Company newsletter about latest improvement and available
offers
• Recipes, nutrition tips (award best recipe)
• Consumer awareness campaigns
• Use social media and influencers
CHALLENGES

• Intense competition
• Changing lifestyle
• Changing the perception of consumers

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