PROTEIN SUPPLEMENT

▸Situational Analysis ▸Go-To-Market Plan

1. Market problem 1. Business Case

identification 2. Branding
2. Opportunity 3. Market strategy
AGENDA 3. Idea 4. Pricing strategy
4. Strategic objectives 5. Sales and Sales support
5. Market definition and 6. Product road map
customer segmentation 7. External marketing programs
6. Primary Research 8. PR and Advertising
7. Relative assessment of 9. Internal Marketing
competition 10. Forecasting
8. Distribution options 11. KPIs/Metrics
3

SITUATIONAL
ANALYSIS
4

▸According to an article published in “Indian Medical

Gazette – April 2015 on Protein Consumption in Diet of
Adult Indians” – 9 out of 10 people are protein deficient.

▸People are unaware about the need of protein

Market supplement in their normal diet.
Problem ▸Despite increased study about the effectiveness of
protein in curbing obesity, people associate protein as a
weight gainer.

▸Despite available various forms of protein in case of

obesity , dieticians want new preferred forms of protein
supplement.
 ▸In India, 88% people have protein intake less than the ideal
amount of consumption, indicating there is a huge gap in the
protein requirements and protein consumption for each
individual
Opportunity: ▸Around 107 Cr people being protein deficient

General ▸75% people are unaware about the ideal protein requirement

Nutrition ▸Some myths prevailing in the society

■Regular diet is enough for our daily protein needs and that

■Between 25-55 years of age there is no need for extra protein

■Even if I lack protein it will not impact my health

■Proteins are required only during certain phases or illness

Source - Centre for disease control and prevention; Times Of India

 ▸National Family Health Survey (NFHS-4) for 2015-16
indicates obesity may be the next major health challenge in
India

▸According to a University of Washington study published in

The Lancet 2016, India, with its 41 million obese people,
ranked third among countries with the highest number of
Opportunity: overweight people
Weight ▸The number of overweight people almost doubled from
reduction 10.5% of the country’s population in 2006 to 19.6% in 2016,
which means close to One in five Indians is either
overweight or obese

▸Obesity major cause of serious health problems and causes

emotional pain to an individual. There is a feeling of shame,
embarrassment, frustration and anger towards oneself

Source: http://www.hindustantimes.com/health/india-s-ballooning-obesity-and-undernutrition-issue-the-health-risks-and-remedies/story-
0jyM7XVEAdwZ1nLxdScGKJ.html
http://www.hindustantimes.com/health-and-fitness/anti-obesity-day-7-popular-myths-around-obesity-debunked/story-hIFjYVqPxJlfEeIrJgn5IO.html
7

BIG CONCEPT
A product basket consisting of sugar and cholesterol free protein
supplements for Weight reduction and for general nutrition
8
General Nutrition Weight Reduction
▸ 9 out of 10 people are protein ▸As of 2014, there we 30
deficient. million obese people in India.
▸ Protein deficiency leads to: ▸Number expected to double
1. High Cholesterol by 2019
2. Sleep apnea ▸73% of urban population is
3. High Blood Pressure overweight or obese.
4. Low energy level and fatigue ▸Protein helps in weight
Rational 5. Poor concentration and reduction by:
trouble learning 1. Increasing Satiety level
6. Muscle, bone and joint pain 2. Fuels fat burning

Protein supplement market (as per AWACS march 2017)

MAT Value (MARCH ‘17): 704 crore
MAT Value (MARCH ‘16): 620 crore
Growth: 13.5%

Source: https://draxe.com/protein-deficiency/
Indian Medical Gazette – April 2015 on Protein Consumption in Diet of Adult Indians
http://blog.myfitnesspal.com/5-reasons-why-protein-is-good-for-weight-loss/
9

Creation of food segment for protein

deficient population

Strategic Providing healthy option as an add-on

Objectives and meal gap provision

Shift of eating habits towards healthy option

in fast pace life (Shorter eating time
10 Market Definition

General Nutrition Weight Reduction

▸ Protein deficient urban
population
▸ 9 out of 10 people are
protein deficient
Market
definition and
customer Customer Segmentation
segmentation
General Nutrition
▸ Health conscious people
▸ Age group: 15 – 50 years
▸ Corporates
▸ Students and working class
▸ Middle, upper-middle and
upper class
▸ As of 2014, there we 30
million obese people in
India
▸ 73% of urban population is
overweight or obese
Weight Reduction
▸ Urban health conscious
people wanting to loose
weight
▸ Middle, upper-middle and
upper class
11

Primary Research
12
Methodology

Consumer Survey Doctor Survey

Google form questionnaires One-on-one administered
circulated via email and questionnaire
WhatsApp Target population: Dietician & GPs

Research Sample size

Design
Consumer Survey
Sample size planned: 98
(With 10% error & 95% level of
significance)
Sample size achieved: 100
Doctor Survey
Sample size planned: 98
(Dieticians & GPs)
(With 10% error & 95% level of
significance)
Sample size achieved: 84
 Consumer survey
13
Issues / Hypothesis
Issue –
• According to Indian medical Gazette 9/10
people are protein deficient.
• People are unaware about the need of
protein supplement in their normal diet.
• 73% of urban population is protein deficient.
• 30 million people in India are obese. (2014)
Hypothesis:
Company will introduce protein supplement if
more than 40% of target audience shows
Hypothesis preference to purchase
and Doctor survey
Objectives
Issues / Hypothesis
Issue –
• According to Indian medical Gazette 9/10
people are protein deficient.
• People are unaware about the need of
protein supplement in their normal diet.
• 73% of urban population is protein deficient.
• 30 million people in India are obese. (2014)
Hypothesis:
Company will introduce protein supplement if
more than 40% of target audience shows
intention to prescribe
Objective
To understand public awareness about the need
of protein supplement in the diet
To study the current consumption pattern of
protein supplements
To identify the most appropriate form of the
protein supplement
To study the purchase intention if made aware
of use protein supplement for weight
management
Objective
•To study the current prescription pattern of
proteins in obese patients and for general
nutrition.
To validate opportunity identified of weight
reduction using protein
To identify dietician’s and GPs opinion on
importance of proteins in obese patients
To study the intention to prescribe
14
10% - 4% - will
No definitely not
opt
77% -
30% -
No 43% -
89% gain
May or
people weight People
100% - Protein may no
Customer
23% - yes supplement who want
feel opt
weight to gain
survey - manage-
24% -
No
weight or
loose
Findings
ment is
important 31% - weight
60% -
(N = 100)
protein
Reduce 53% - Will
supplement
weight 76% - definitely
Yes 69% - opt
Green
tea
How Do you feel
Do you use Which If made aware of usage of
important is there is a
any supplements protein supplement for weight
weight need for you
supplement? do you use? management how likely would
management to manage
you opt for it?
for you? your weight?
15

Consumers associate Most preferred product

use of protein with: type:
1. Body building – 51% 1. Protein bars – 34%
2. General Nutrition 2. Protein diskettes – 32%
Customer supplement – 47% 3. Powder Sachets – 27%

survey -
Findings Nutritional value is the Word of mouth and
(N = 100) most important factor that Recommendation from
dietician and doctors
consumers take into inflences consumers to
account while purchasing purchase nutritional
protein supplement. supplements
16

Main competitors for

ProEnliven are- 65% of the doctors rated
• Protinex, Pro-Enlivin as value for
• Ensure, money.
Doctor • Threptin

survey -
Findings
(N = 84) Around 75% of the
Mango flavour and price
customers feel if given a
is the most liked feature by
choice they are likely to
the customers
accept Pro-Enliven
17
Main competitors for 80% of the patients that
Prolean are- consult doctors for weight
• Obicure, management are
• D Protein obese/overweight

Doctor
survey - Mango flavor, Sugar and Around 75% of the
cholesterol free nature is customers feel if given a
Findings the most liked feature by choice they are likely to
(N = 84) the customers accept

55% of doctors rate Pro-

Lean value for money
18 Company is considering launch of its protein supplements for
weight management if more than 40% of target audience
strongly prefer using such product.
▸H0 : ∏ ≤ 0.40
▸H1 : ∏ > 0.40
▸If H0 is rejected, then H1 will be accepted and the new
Hypothesis product will be introduced. But, if H0 is not rejected, then the
testing – new product should not be introduced unless additional
Consumer evidence is obtained
▸One - tailed test as H1 is one-directional
survey ▸Here we take the z statistic which follows standard normal
distribution.
𝑧 = (𝑝 − 𝜋)/(𝜎p)

𝜎p = 𝜋(1 − 𝜋)/𝑛
19 ▸level of significance: α = 0.05
▸In this case, out of 100 consumers surveyed, 53
consumers reported their strong preference for the product
concept
▸value of sample proportion is: p = 53/100 = 0.53
Hypothesis ▸Therefore, 𝜎p =
0.4 0.6
100
= 0.049
testing – ▸𝑧 = (𝑝 − 𝜋)/(𝜎p) = (0.13 – 0.40)/(0.049) = 2.65
Consumer Calculated value of Test Statistic z
survey = 2.65 lies in the non-rejection
region therefore do not reject the
Null Hypothesis.

Marketing Research conclusion:

New product should not be
introduced unless additional Z = 2.65
evidence is obtained
20 Company is considering launch of its protein supplements
for general nutrition if more than 40% of target audience
preference for prescribing such product.
• H0 : ∏ ≤ 0.40
• H1 : ∏ > 0.40
• If H0 is rejected, then H1 will be accepted and the new
Hypothesis
product will be introduced. But, if H0 is not rejected, then the
testing – doctor
new product should not be introduced unless additional
survey: General
evidence is obtained
nutrition
• One - tailed test as H1 is one-directional
• Here we take the z statistic which follows standard normal
distribution.
𝑧 = (𝑝 − 𝜋)/(𝜎p)

𝜎p = 𝜋(1 − 𝜋)/𝑛
21 ▸level of significance: α = 0.05
▸In this case, out of 100 consumers surveyed, 41
consumers reported their strong preference for the product
concept
▸value of sample proportion is: p = 41/84 = 0.49
Hypothesis ▸Therefore, 𝜎p =
0.4 0.6
= 0.052
84
testing – doctor
survey: General ▸𝑧 = (𝑝 − 𝜋)/(𝜎p) = (0.49 – 0.40)/(0.052) = 1.73
nutrition Calculated value of Test Statistic z
= 1.73 lies in the non-rejection
region therefore do not reject the
Null Hypothesis.

Marketing Research conclusion:

New product should not be
introduced unless additional Z = 1.73
evidence is obtained
23 ▸level of significance: α = 0.05
▸In this case, out of 100 consumers surveyed, 42
consumers reported their strong preference for the product
concept
▸value of sample proportion is: p = 42/84 = 0.5
Hypothesis ▸Therefore, 𝜎p =
0.4 0.6
= 0.052
84
testing – doctor
survey: Weight ▸𝑧 = (𝑝 − 𝜋)/(𝜎p) = (0.5 – 0.40)/(0.052) = 1.92
reduction Calculated value of Test Statistic z
= 1.92 lies in the non-rejection
region therefore do not reject the
Null Hypothesis.

Marketing Research conclusion:

New product should not be
introduced unless additional Z = 1.92
evidence is obtained
 General Nutrition
24
You vs. Competitor
Attributes
Protinex Ensure Threptin
Brand awareness
Brand awareness weaker Brand awareness
Brand awareness weaker than
than competitor weaker than competitor
competitor

Value proposition Value proposition

Price Value proposition stronger
stronger stronger

Relative Reputation with doctors Reputation is weaker Reputation is weaker Reputation is weaker

Assessment Size of sales force Similar investment Similar investment Similar investment

of
competition

Stronger

Similar

Weaker
25 Weight reduction and Obesity
You vs. Competitor
Attributes
Obicure D protein

Brand awareness weaker than Brand awareness weaker

Brand awareness competitor than competitor

Value proposition
Price Value proposition stronger
stronger

Relative Reputation with doctors Reputation is weaker Reputation is weaker

Assessment Size of sales force Similar investment Similar investment

of
competition

Stronger

Similar

Weaker
26
Supermarket/Hypermarket (Modern trade)

Online

Distribution
Chemist/Drugstore
Options

Nutrition Store

Institutions
27
In-store • Create promotional shelf space designated for Pro-lean and Pro-Enliven
• Use shelf talkers to provide guidance on healthier products at point of sale.
marketing • Use promotional strategies such as coupons, contests

Tasting • Provide in-store tasting events that demonstrates –

• how it is low-cost
• Easy to prepare and how different receipes can be made
Events • Delicious and nutritious food

Supermarket Rational
Goods are found at relatively at low price in supermarkets
because they purchase larger quantity

It takes less operating cost

They take less profit from customers.

Population density is high on western track so ROI expected is

good.
28

Ideal place for efficient sales transactions

lower barriers to entry

Quick communication
Online
Various digital tools for measuring sales and visitor
traffic.

Inventory management is easy

Provides home delivery

29

Nutritional stores like Neulife, Nutrition Planet and

Nutrition world have collaboration with fitness
clubs so this is a one stop destination for fitness
freaks

Nutrition Nutritional stores are brand which can be

leveraged upon
store

These stores target Upper middle class and Upper

class customers
30
Pro-lean and Pro-Enliven will be made
available in chemist stores

Display shelf will be provided to them where

our products can be kept at eye level
Chemist
store Taste campaigns can also be conducted in
Chemist stores

Chemists can be educated about the

benefits of the product.

It ensures deep penetration of the product in

the market.
31
• Institutions such as Hospitals, cafeteria in
corporates , colleges will also be catered
• Youth is conscious about the way they look, so they
1 go for whatever healthy options are available

• Corporate people have very busy schedule so they

Institution look for easy to carry and healthy options
2

• Defense canteens can also be catered

3
32

Go-To-Market Plan
33
Business
case
Source:
http://www.prnewswire.com/
news-releases/india-dietary-
supplements-market-
forecast--opportunities-2021-
techsci-research-report-
589986211.html
• Absence of physical activities and rising demand of individuals in desk-bound employments
has increased the consumption of fast foods and packaged nourishments in India
• Protein is one of the most essential macronutrient.
• Normal food does not meet daily protein requirements.
• In India, 9 out of 10 people are protein deficient.
• Mounting healthcare costs and focus on preventive healthcare to aid market expansion
beyond traditional customers.
• This has played a key role in increasing the occurrences of lifestyle diseases, like Diabetes,
Blood Pressure, Obesity, Cardio-Vascular diseases.
• Consumers, belonging to upper and middle class are searching for supplements offering
balanced nutrition.
• Consumers are looking for energy-boosting products to enhance their physical perseverance,
mental sharpness and to become more dynamic and conscious, consequently increasing the
demand for nutritional supplements in India.
Growth drivers: Hence, Segments identified to
1. Increasing health consciousness establish ourselves in this
2. Stressful and hectic lifestyles,
3. Lack of time to cook meals at home due to market:
increasing number of working class 1. General nutrition
4. Rising per-capita income. 2. Weight Reduction
Protein supplement market (as per AWACS march 2017)
MAT Value (MARCH ‘17): 704 crore MAT Value (MARCH ‘16): 620 crore
Growth: 13.5%
34

Branding
35

“Your Brand is the single most

important investment you can
make in your business.”
- Steve Jobs
36
General Nutrition Weight reduction
Brand name: Pro-enlivien Brand name: Pro-Lean
Logo: Logo:
Brand name

logo

tagline
Tag line: Tag line:
Now my health keeps pace Lose weight, Gain
with me. confidence
 Brand Ladder

Emotional

Personal Value “Now my health keeps pace with

me”

“Makes you better for the rest of

Pro-Enliven Emotional
benefit your life”

Functional • Provides balanced nutrition

Benefit • Meal gap replacement

• Diskettes in mango flavour

Attributes • Fortified with vitamins and minerals
• PDCAAS value equal to one
Rational
38 Brand Wheel
Attributes

Delicious mango flavoured

protein diskettes fortified with
vitamins & minerals

Benefits

• Balanced nutrition
Pro-Enliven • Easy to carry
• Release hunger between meals

Value

“Now my health keeps pace

with me”

Personality
Brand essence
• Reliable
Makes you better for • Intelligent
the rest of your life • Successfull
39

Brand Promise

“Essentials of life”
Pro-Enliven
Brand Vision

“To be everyone’s healthy food”

42 Brand Ladder

Emotional
Personal Value “Shapes me better”

Emotional “Boost self confidence”

Pro-Lean benefit

 Increases satiety levels

Functional  Balanced nutrition
 Improves immunity
Benefit  Heart benefits by increasing HDL levels

 Low calorie diskettes

 Modified complex carbohydrates
Attributes  Minerals and vitamins
 FOS and Omega 3 fatty acids
Rational  No Sugar; No cholesterol
41 Brand Wheel
Attributes

 Low calorie diskettes containing modified

complex carbohydrates in Mango and Kesar-
pista flavour
 Fortified with minerals and vitamins
 Sugar and cholesterol free
 Contains FOS and Omega 3 fatty acids

Benefits

Pro-Lean • Balanced nutrition

• Improves immunity
• Heart benefits by increasing HDL levels

Values

“Shapes me better”
Brand essence
Personality
“Carving healthy life”
• Reliable
• Intelligent
• Successfull
42

Brand Promise

“Crafting your shape”

Pro-Lean
Brand Vision

“To satiate hunger needs of people on

diet”
43

Market Strategy
“Our biscuits a day leads your life to a
healthy path”
44
PRO-ENLIVEN
. Value proposition

pains gains  Protein product which is

available to you with the highly
VALUE • Insufficient
 Easy to carry
efficient distribution channel
protein
PROPOSITION protein content
 Protein  We provide protein consumption
in daily life
product which in the diskette form which is
• Non availability
is available easily carried and consumed
(PRO-ENLIVEN) of a quick bite
protein product
conventionally conventionally.
 Pocket friendly  Act as a gap-filler during hunger
• Availability
way to
consume
at different time periods of the
protein day.
 A perfect recipe to start your day
45
PRO-LEAN
Value proposition

pains gains  A quick bite to manage your

VALUE weight in the right manner and
 Healthy way to
PROPOSITION  Lack of self
confidence manage my over providing nutritional value at the
 Risk to various weight same time.
life threatening  I want to  No product side-effect
(PRO-LEAN) diseases become more  A right balanced protein
 Not active competent in life providing building blocks to your
lifestyle  To be a
life and providing you full access
performer and to
earn back my over your yourself and boost
confidence confidence.
46
Pre-purchase behaviour of our
customers
• Mainly hear and develop interest in
the product influenced by word of
mouth
• Through digital personalized
marketing
• Mainly through the advertisements
CUSTOMER and doctors influence
JOURNEY

PRO-ENLIVEN
Customer characteristics
• Wants to be fit and be healthy
• Shield himself for the upcoming diseases
• Restless and wants everything to be quick
• Taste is definitely a matter to him
• Want to try new things
47
Pre-purchase behaviour of our
customers
• Mainly hear and develop interest in
the product influenced by word of
mouth
• Through digital personalized
marketing
CUSTOMER • Mainly through the advertisements
JOURNEY and doctors influence

PRO-LEAN
Customer characteristics
• "Neurotic ... individuals seem to adopt
counter-regulatory emotional eating
and to eat high-energy, dense sweet
and savoury food in particular,
presumably to cope with their
negative emotions
• Sedentary lifestyle
• Anxious and confused
• Develops negative approach
48
PRO-ENLIVEN
 Delicious High-Calorie
Protein supplements
fortified with B-vitamins
 It is class 1 casein protein
We Offer with PDCAAS
 Relieves hunger in
between meals
 Easy to carry
 Prevents fatigue and help
to gain muscle mass
 c
PRO-LEAN
• Delicious Low-Calorie
Protein
• Easy to carry protein
biscuits
• Increases satiety levels
• Boost metabolism
• 100% natural product
• Omega 3 fatty acid
combination (to balance
cholesterol and sugar
level)
49

Millennials of fast paced life are at risk of protein

deficiency with lesser time to eat right food

Brand
positioning

(PRO-ENLIVEN) Provides Right proportion of proteinaceous meal at right

time
That’s because Lack of healthy option while hunger is not rightly
satiated
We have Proteinaceous supplemented food for meal gap
add ons and replacement
Helps to replace ones dependence on unhealthy
binge
50

Fitness seeking individuals for healthy protein

laden hunger satiate

Brand
positioning

(PRO-LEAN) provides Proteinaceous meal with likeable flavour

available at various channels
That’s because Rescue oneself from unhealthy eating during
weight loss diet planning
We have Protein supplement in diskette form and also
inducing varied form of eating
Can become an integral companion of weight
loss diet
51

Pricing Strategy
 Marketing penetration strategy

• Pro enliven is current product in current market

therefore our strategy would be to penetrate and capture
the product using our value proposition , as through our
doctor survey we found that doctors were feeling price of
Pricing the product was attracting towards buying the product,
strategy therefore the pricing was fixed to Rs 150

• As Prolean is new product (diskettes) in new market

(obese market) , and and the current forms has pricing
ranging to Rs 500 , our product price is therefore Rs 200
53

Sales support
 Tools

• Presentations
o About the disease condition
o Product information
o Market opportunity
o Customer and consumer insights
o Strategy

Activities •
o
Role play
Detailing
o Objection handling

Client Acquisition and Channel Mix

• Training on activities at doctor and patient level

Training support
• Report covering information discussed through presentation
• LBL
• Visual aid
• Short test (understand if they have understood) followed by feedback
55

Communication
“Our biscuits a day leads your life to
plan
a healthy path”
56 No more emotional eating

Emotional eating

Communication
plan

Emotional eating is when a person uses

food as an attempt to control, monitor, and
cope with negative feelings or thoughts.
Because emotional eating typically results in
overeating, it can often lead to poor self-
esteem, unwanted weight gain, and obesity.
Our pro-enliven will stop this unwanted
hunger and keeps you more confident and
prepared.
Visual aid
(Page 1)
Visual aid
(Page 2)
Visual aid
(Page 3)
Visual aid
(Page 4)
61

External marketing
Programmes
“Our biscuits a day leads your life to
a healthy path”
62

Stand against protein

deficiency and win your
day
Camps at
doctors
clinic
Awareness session Make him taste our
Testimonial of people
explaining about protein product and write a
when we asked about
insufficiency and what it testimonial
protein
leads to.
63
Do you feel
Awareness
session
about Muscle and joint
pains
Low-on energy
,moodiness and
Always sleepy and
lethargic
Constant cravings
are always
stressed distracting you
protein
insuffiencey
Sorry, you are protein deficient

# I think something is missing in your diet

64
I want to have a protein supplement I need to have quick bite of
which should be natural but it should protein everday
be good in taste

Testimonials
of people "We Indians are foodies. Our associations
with food are deep-rooted and diverse. But
when we while we romanticise wholesome ghar ka
khaana, we overlook the fact that our meals
asked about are often insufficient in key nutrients like
importance protein.

of protein

Protein is important to complete a Now I need a quick protein

balance diet but in this fast pace of life meal to satisfy my hunger
who even gets a time to have a proper
meal forget about the protein.
65

Wholesome Khanna
in a quick bite with Pro-enliven
the great taste
Providing
them the
solution

• We will give people the taster of our product and ask

them how do you feel about it.
• We will explain the benefits of our products and
provide them there key to unlock fitness in life.
• Take a selfie with them and put them in our website
with #
My plate is complete with pro-enliven
66

You might be deficient

Camp at
corporate
offices  we will keep our pamphlet in the cubicles and
rooms in corporate offices along with the taster of
our pro-enliven product.
 We will tell them different times of the day where
they can have a quick bite of our protein and feel
more rejuvenating as we know how corporate life is
full of stress , work-loads and lethargic.
67
You might be deficient
• All work and no
time to eat
• Stress level is high
• No time to have a
proper meal

Have a quick bite of our delicious mango flavour protein

Leaflet biscuit, which gives you :-

1. Protein filling quick bite break
2. Instant way to rescue your stress
3. Break the monotony at your work place
4. A snacky way to feel healthy while sitting
You can consume our protein pro-enliven during these
times:-
1. When you have nothing to do and just have quick bite
and chat. ( chai pe charcha )
2. When you start your day in office
3. When your boss is not in the right mood
4. Working on a stressful project
68

▸
We will do camps at college
canteens and tell students that
Camp at their meal is not complete and
protein is missing in their meal
college plan and pro-enliven is a smart
way to have a proper diet and
canteens feel fit so that they can live their
life in a smart way to be
prepared for the tuff life ahead.

#Make them have our taster

69
We will setup BMI check camps outside the
doctors clinic

Perform patients BMI and if they

have BMI 25 or more than it then
BMI check we will acknowledge them that

at doctors
Let’s they are overweight

clinic check We will tell the ways to control

obesity and how its harmful to you
and serious ill-effects it causes.

Provide them sample of our product and tell

them how they can manage weight in a quick
bite and inspire them with stories about people
who have reduced their weight
70

let’s trust each other

I care for What I can provide you

• Low –calorie protein expierence in a

you quick bite with delicious taste of mango

• A healthy way to manage your weight
• Immunity to fight against disease
campaign

We will promote this What you can provide me

campaign online and • A trust that you will take consume 2
through a small booklet biscuits a day from the box
which we will give • Trust that you will not share your
along with our product. biscuit with anyone as it develops the
habit of sharing which increase the
calorie content .
• You will sleep in the right time
• Say no to junkies
71
No. of activities per
Marketing Activities
month

Eating with value

1
(Celeb chef and Dieticians meet)
From medicine to food
1
(Doctors and dieticians meet)

Health camps using dynamometer 4/Rep.

Health camps using BMI calculator

4/Rep.
machine
Marketing Hospital CME 1
Activities
Taste campaign 8/Rep.
72
Activity Frequency Cost Budget
Dietician support 2 per month 10,000 1,20,000

Eating with value

Once in quarter 25000 1,00,000
(Celeb chef and Dieticians meet)
From medicine to food
(Trade Doctors and dieticians Once in quarter 25000 1,00,000
meet)
Hospital CME
Once a month 30,000 3,60,000
(RTM)

Billboard Once a Quarter *3 10,000 1,20,000

100 samples per

Samples 20 1,20,000
month per Rep

Dynamometer 5 per rep/ once a year 2000 50000

Inputs(LBLs and standees and

Marketing posters)
1,00,000

budget
Total 10,70,000
73

Internal Marketing
 “We Care”

o Call 2 KOL dieticians to company HO

o Session on need for protein
o Calculating BMI of employees
o Diet plan for them
Internal o Tasting of product
Marketing o Free consultation by dietician

(For
employees)
“Stay connected”

o TV installed on all floors of office

o Monthly update on the results of
campaigns and activities conducted
75

Product Roadmap
76

Development
queue support
& Market
feedback Place your screenshot here

system
Facebook page to
communicate, evaluate and
track requests for
improvements or added
features and to communicate
future plans to customers
77

PR & Advertising
 78

Dietician level program Chef level program

Normal dietician Normal chef

Eating with Celebrity dietician Celebrity chef

value
Theme-innovative and variety
of dishes with right protien
and nutrition
Dietician enabled with “know your
what you eat” booklet
Booklet captures daily eating
patterns and helps to compare
with nutrition pyramid
Lets dietician and
consumer identify eating
lacuanes

Creates the bridge for the consumer to underatnd eating habits and enable the
dietician to monitor the eating habit. Celebrity dietician will be invited for one
seminar once a quarter alternately. Celebrity chef will be invited for one seminar
once a quater alternately.
 79
Doctor dietician Doctor support
collaboration programme

Normal dietician Dynamometer

BMI index machine

Medicine GPs
to food  Enabling them Dynamometer
Selection of 5 Top GPs of and BMI index calculating
western and south mumbai machine
 Two full time dieticians
support to KOL’s
calculation
 Doctor will supplied with
“know your what you eat”
booklet
 CMEs at Hospitals with
KOLs as key speaker

Lets doctor and consumer get to know about protein

deficiency
 80

WEB PAGE PORTAL

 The highlights of our web page are :-
 Articles about health
 Benefits and use of protein
 Diet plans made by famous dieticians
 Detailed information about our products
Place your screenshot here
 Recepies made by our protein products
 Chefs contest going on to make best
recipe with our protein biscuits

CONTEST
RECEPIES
 81

My little chef
Various recipes are shared on
our website made by our Diskette Place
with your screenshot
Diskette with
Diskette with
here
salads
products specially by our various toppings muesli mix

little chef
These recipes to be pesented to
care takers ,home cooks to
incorporate increase usage of
diskettes.
82

Facebook
Page Place your screenshot here

To highlight our product

portfolio, benefits,
recent articles.
83

TABLET
PROJECT
Show and explain your web, Place your screenshot here
app or software projects
using these gadget
templates.
84

Financials
 Source

▸Relevant 3.2 Million Mumbai population= 18.41 Mn (TG = 50%

18-40 Age group 50% Upper middle class
population and middle class having BMI of 25 and
over 25)

Assumption on the basis of marketing

First year ▸Awareness 20% events and budget of marketing less
market
Sales:
Acc. To primary market survey conducted
Pro-lean amongst the same class in Mumbai
▸Trial 75% consumers Strongly prefer 100% + 50%
May or may not buy

Basis of the dieticians availability , no.of

http://censusindia.gov.in/Census_A
▸Availability 30% hospitals , greater in number in western
track as compared to central and harbour
nd_You/age_structure_and_marital_
status.aspx
http://www.census2011.co.in/censu
s/city/365-mumbai.html
Showing strong preference in the primary
▸Repeat purchase 21% survey 50%
 PARAMETERS YR1 YR2 YR3 YR4 YR5

POPULATION 3.2 3.4 3.6 3.8 4.1

AWARENESS 20% 25% 30% 35% 40%

Pro-Lean
Sales
TRIAL 75% 75% 75% 75% 75%

forecast AVAILABILITY 30% 35% 40% 45% 50%

using REPEAT PURCHASE 27% 28% 28% 29% 29%

ATAR PEOPLE ON OUR

0.04 0.06 0.09 0.13 0.18
model PROLEAN

COST TO CHEMIST 140.0 154.0 169.4 186.3 205.0

SALES 5.4 9.5 15.5 24.3 36.8

ALL VALUES IN MILLIONS

 Population increase with 1.6% Mumbai growth plus 4.5%
coming into 25 BMI

Awareness increase in awareness 5% every year

ASSUMPTIONS Trial to increase along with awareness 5%

Availability 30% increase along with awareness 5%

Repeat purchase 2% modest increase

 Source

▸Relevant 2.3 Million Mumbai population= 18.41 Mn ( TG = 50%

18-40 Age group) with
population (50% upper middle class

Overall awareness till now is very low with

First year ▸Awareness 20% this market to be a new market segment
less awareness
Sales:
Pro-lean Acc. To primary market survey conducted
▸Trial 60% amongst the same class in Mumbai
consumers 50% may or may not buy +
those strongly prefer to buy our product

Basis of the dieticians availability , no. of

http://censusindia.gov.in/Census_A
▸Availability 40% hospitals , greater in number in western
track
nd_You/age_structure_and_marital_
status.aspx
http://www.census2011.co.in/censu
s/city/365-mumbai.html
Showing strong preference in the primary
▸Repeat purchase 29% survey 50%
 PARAMETERS YR1 YR2 YR3 YR4 YR5
POPULATION 2.3 2.4 2.6 2.7 2.9
PRO
AWARENESS 20% 23% 26% 29% 32%
ENLIVEN
5YR SALES TRIAL 60% 63% 66% 69% 72%

FORECAST AVAILABILITY 40% 42% 44% 46% 49%

REPEAT PURCHASE 29% 30% 32% 34% 35%

PEOPLE ON OUR
0.03 0.05 0.06 0.09 0.11
PROENLIVEN

COST TO CHEMIST 200 220 242 266.2 292.82

SALES 6.4 9.9 15.1 22.7 33.6

ALL VALUES IN MILLIONS

 Population increase with 1.6% Mumbai growth plus 4.5%
coming into 25 BMI

Awareness increase in awareness 3% every year

ASSUMPTIONS Trial to increase along with awareness 3%

Availability 2% increase along with awareness 3%

Repeat purchase 5% modest increase

 Brand Yr1 Yr2 Yr3 Yr4 Yr5

COMBINED Sales Pro-enliven 6.4 9.9 15.1 22.7 33.6

SALES OF
THE 2
BRANDS

Sales Pro-lean 5.4 9.5 15.5 24.3 36.8

Total sales 11.8 19.4 30.6 47 70.4

ALL VALUES IN MILLIONS

92

KPIs
93
Lead Indicators Lag Indicators

Input Throughput Output

• Sales force • No of likes on • MS-1.2%
team, FB • Growth -
• visual aid, • web portal page • Total sales-
Key • Know What
You eat booklet
visit
• Testimonial
1crore and 18
lakh
Performance • Digital platform • No of queries
Indicators • CMEs (5 KOL) • Awareness
• Activity with
celebrity chef &
celebrity
dietician
• Dynamometer,
• BMI calculator
• Free sample
 94

Presented by:

THANKS!
Sahil Gupta
Abhishek Gandhi
Bhakti Jain
Priyanka Mertia
Sonal Solase
Neeraj Bharadwaj
Nipun Paleja