Complan Vs Horlicks: Comparative Advertising and the Question of Ethics
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Usually issues related to disparaging ads by
rival companies were resolved by the Advertising Standards
Council of India (ASCI). But with constant mudslinging at each
other, the two companies decided to solve the issue in courts.
In September 2008, Heinz moved the Bombay High Court objecting
to the Horlicks ad , while in December 2008, GSK approached the
Delhi High Court against the Complan ad.
» Analyze the advertising strategies adopted by Complan and Horlicks over the
Marketing communication, Advertising, Comparative advertising, Ethics, Legal, Health drinks market, Horlicks, Compalan , GlaxoSmithKline, Heinz