ZYDUS WELLNESS:

NUTRALITE’S
MARKETING TWIST
P R E S E N T A T I O N B Y

Group C4, Section C

21PGDM115_G Bikash Kumar
21PGDM108_Arnab Das
21PGDM120_Jitesh Srivastava
21PGDM142_Surabhi Sushree Nayak
21PGDM146_Vinaya S V
21PGDM156_Srimoyee Bardhan
Table Of Contents
About The Company
About Nutralite
Challenges
Market Positioning
Market Research
Market Campaigns
Campaigns
Road Ahead
 Incorporated in 1988 with the Sugar-Free brand, Zydus Wellness has over 30+
years, expanded with a strong portfolio of seven brands (acquired four brands

COMPANY
via inorganic route) with robust manufacturing and distribution capabilities.
Zydus Wellness operates primarily in the health and wellness industry. It is a
ABOUT
subsidiary of Cadila Healthcare, with a holding of 63.55%. The company
undertakes its operations from five manufacturing facilities: one unit in
Ahmedabad, two in Sikkim, one in Aligarh, and one in Sitarganj.
 ABOUT
NUTRALITE
In 2006, the Zydus Cadila Group (Zydus Cadila) bought
Nutralite from Carnation Nutra-Analogue Foods Ltd.
(Carnation Foods).

In 2012, Nutralite introduced an omega-3 variant to cater to health-conscious consumers.

In 2014, as a response to a strong competitor's low-priced fat spread, Nutralite launched Yummy,
positioning the product as having “great taste at great value”

In 2016, Nutralite held a 40-per-cent share in the margarine sector and a 1-per-cent share in the
combined butter and margarine sector in India.
 CHALLENGES Nutralite had existed in the market for about a
decade. The brand had flared well initially, but it hit

FACED BY saturation in terms of sales after 2009–2010.

NUTRALITE It competed in a product category that was

dominated by Amul butter and thus had to face the
strong loyalty that Amul had created in the market.
(In 2017, Amul butter had a market share of 86
percent in India.)

The Nutralite brand communicated that it was

better than butter in terms of health because it
was cholesterol-free, but there was a clear gap in
consumer understanding.

Research also identified another problem: while

the brand was known as a healthier alternative to
butter, most people could not clearly understand
how or why it was healthier.

06.
 MARKET POSITIONING BY
NUTRALITE

POSIT Market Positioning refers to the ability to

T
M KE influence consumer perception regarding a

IONI G
brand or product relative to competitors. The
R
objective of market positioning is to establish
A

N
the image or identity of a brand or product so
that consumers perceive it in a certain way.

05.
MARKET RESEARCH
Nutralite’s marketing team felt that although the brand’s market potential was immense, they
needed to ensure a stronger understanding among consumers to overcome the sales
challenge. Hence, Zydus and DDB Mudra commissioned market research in four cities in the
third quarterof 2014 to find out why people were not buying the product
 MARKET
CAMPAIGNS
FIRST PHASE: DEEWANA SECONDPHASE: KHAANE
HUA BAADAL MEIN KYA HAI
Nutralite’s TVC for its second major marketing
In the brand’s first TVC, “Deewana hua campaign, “Khaane Mein Kya Hai,” aired in March
Baadal,” created in November 2006 2008 and featured actors Satish Shah and Ratna
Path

IN 2007, AMUL TOOK OBJECTION TO NUTRALITE’S CAMPAIGN TAG

LINE, “BUTTER SE BETTER,” AND FILED A CASE AGAINST THE
BRAND WITH THE ASCI.15 THE JUDGMENT WAS IN AMUL’S FAVOR,
SO NUTRALITE HAD TO CHANGE ITS CAMPAIGN TAG LINE TO
“HEALTHIER THAN BUTTER.”
THE NEXT MAJOR TVC, IN DECEMBER 2012, CAST POPULAR
COMEDIAN CYRUS BROACHA AND INTRODUCED THE OMEGA-3
VARIANT.
 CAMPAIGN
WITH A TWIST
Chef Kapoor had
01 been endorsing 03 Company realized that Kapoor’s
credentials were strong even in
Sugar-Free since the consumer space and that
2007. whatever Kapoor said would be
followed blindly by the target
group.

02 His picture had also been

placed on packaging for non- 04 Having an ambassador who
SANJEEV KAPOOR premium Nutralite since 2013
was a famous chef helped a
great deal in adding
to increase the product’s
credibility to the dishes
credibility with institutional
cooked with Nutralite
buyers.
ROAD AHEAD
Nutralite needs to extend its versatility positioning beyond
product variants.
Nutralite needs to build its marketing communication efforts
using versatility as the theme.
Engaging consumers on social media to further build up product
usage experiences under the versatility theme was also a
challenge.
Company also needs to stay relevant with the growing trend of
consumers moving towards healthier lifestyles and food
patterns.
THANK
YOU