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Complan
Complan is a brand that offers interesting conceptual insights. During the late 1960s, Glaxo came out with the formula that was supposed to serve the needs of medical and surgical patients and elderly persons who were not able eat normal food (Superbrands India, n.d.). The idea was to revitalize the body with certain nutrients when the individual was unable to eat normal food. Complan had 23 nutrients and, at that point in time, was perhaps the best advertised brand (Superbrands India, n.d.).
Complan had to take a decision on what is known as category membership. Category membership defines the category in which the brand would like to compete (Schiffman, Wisenblit, & Ramesh Kumar, 2019). Complan chose to position itself against milk, ...
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