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Essay text:
With a heritage of over 30 years, the brand today stands as the gold standard in nutrition for children. It is coined from the words “COMplete” and “PLANned”.
ANALYSIS/STRATEGY
After a detailed analysis of the environment, it was found that Indian customers were health conscious and needed a nutritious drink for their children. So Glaxo came out with, COMPLAN with a combination of 23 vital nutrients, necessary for the overall development of growing children, The USP of , which was 100% milk protein. It was well marketed through doctors as a convalescence drink. In 1969, COMPLAN went OTC though image perceptions continued to be ethical...
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