Project 1: Protinex

Market Opportunity Analysis

Segmenting, Positioning and Branding
Answer 1
Segmentation I)Geographic: Indian Sub-continent, All states, metro, urban and suburban cities, with different languages.
Rationale:
This geographic selection will help Protinex Original establish itself as the leading go to nutritional brand catering specifically to adult nutrition, especially
in multilingual geographies across the country.
Demographic: Married adults, Married adults with children, Married adults with grown up kids, Single adults
Age – 30-45 years
Gender – Men & Women
II)Occupation – Athletes, Body Builders, Travelers, Military professionals, Homemakers and working individuals.
Income: medium to high level earners.
Education : College graduates and above
Rationale:
The above mentioned demographic is the best for Protinex Original as at that age, due to the Indian food diets and the sedentary lifestyle it is easier to
develop long term health problems that can lead to fatigue, tiredness.
III)Psychographic:
Lifestyle : Sports Oriented, Health and Fitness Lifestyle
Personality Traits : Family oriented, Fitness and health enthusiast
Rationale:
People wanting to maintain a healthy and fit lifestyle by incorporating better nutrition in their daily diets can be targeted in order to fulfil their protein
needs through their daily food intake.
IV)Behavioral:
Usage Occasions: Daily consumption with food, milk.
Rationale:
People wanting to increase the protein intake their food due to lack of protein and nutrients in their diets.

Targeting Differentiated marketing strategy needs to be followed for Protinex Original as it is specifically catering to the illness to wellness segment of Protinex
range and will be targeting men and women, who are usually between 30 - 45 years of age.
Customer: Family health and fitness focused middle class consumer with the ability to pay higher for good quality products.
Competition : Ensure by Abbott and Horlicks Protein plus by GSK
Company : Strong brand image is established to fight with the competitors in the this segment due to the quality of the product and the brand history the
company.

Positioning Protinex Original can be positioned as the direct to consumer product, easily available to the targeted consumer in the high price and high product value
segment as it offers a unique value of proposition of fast absorbing hydrolyzed protein content along with other nutrients, which the target customer
would be ready to pay for due to health and fitness reasons.
Answer 2
I would map Protinex Original as a high priced brand with a high amount of protein being offered in the product, in comparison to its competitors.
I don’t think there have been any shifts in terms of product costs or protein content in Protinex Original and its competitors.
Hence, the two parameters on which I can differentiate the Protinex ‘Original’ from its competitors are mentioned as follows:

• Cost- Protinex Original is higher priced (Rs 555 on

Amazon.in for 400gm*) than its competitors (Horlicks
plus Protein at around 481 rupees and Ensure at
around 400 rupees, both for 400 gm*) in the recent
years.
• Protein Content –Protinex Original offers 34g of protein
per 100 gms, in comparison to the protein content
being offered by its competitors( ensure – 9g per 100
gm mix and Horlicks – 33 g per 100 gm mix)
Answer 3
For the Indian people, Protinex is the 100 % plant based and scientifically formulated brand in the health food drinks industry that helps them overcome protein deficiency and
fight fatigue, hypertension, tiredness, premature hair fall and weight gain, and is the only brand that has fast absorbing hydrolyzed protein with 50 % extra protein as compared
to leading health drinks available in the market, with the right balance of carbohydrates, minerals and vitamins that supports lean mass, immune function and helps build stamina
and muscle health, so that the people don’t miss out on the beautiful moments with their family and friends by staying active and energized, due to Protinex’s 60 years of trusted
heritage by the doctors and its consumers.
Answer 4
Product
Protinex Original started its strategic shift journey from a prescription brand to a direct consumer brand in the year 2012 when Danone took over the brand. Many people think that
Protinex original is a prescription brand. But, that is not all what it is. It has many benefits and factors that can place it in the direct to consumer category and help people without being
prescribed for it by including it in their daily diets.
Rationale
Key Ingredients and their benefits that make Protinex original an excellent product in the health food and drinks category for daily consumption to avoid long term health problems and
protein deficiency.
• zero trans-fats and contains high protein + 8 immuno nutrients
• Protein for growth and maintenance of muscle mass
• Vitamin B1 & B2 to help in metabolism
• Vitamin A,C,D,E,B12 to support immunity
• Folate help to reduce tiredness
These not only give the product an edge over the competitors but also focuses on the quality of the product being offered for adult nutrition.
Price
Protinex Original is priced 3 times higher than its competition in the HFD category, priced at Rs 555 for 400 gm.
Rationale
Price is the one of the main deciding factors that either brings the product home with the customers or it gets left behind on the shelves. When Protinex Original first launched in the
market, they had one goal in mind and that was to stir up the conversation about the protein deficiency in the adults of India, mainly due to the Indian diet. The product has been
enjoying the trust of its doctors and its consumers while at the same time offering it at price that is affordable to medium to high level earners only.
Place
Protinex Original can be positioned in the hypermarket retail chains, normal kiryana stores, reception of gyms and fitness centers, can be given as a sampler to try in MNC’s and placed
online through ecommerce website and partner websites.
Rationale
Protinex Original has been partnering with major retail players and ecommerce players to extend the product portfolio for convenient shopping for consumers. Most of the shoppers in
India now prefer to shop online, given the pandemic so naturally partnering with the leading online retailers and ecommerce giants seems like the best option. Another way to reach the
customer directly is to make use of Instagram shopping, Google shopping and WhatsApp for business which will redirect the consumer to these ecommerce websites and retailers.
Partnering with hypermarkets and even kiryana stores, where adults are usually shopping can be a place of positioning as people will regularly go for their basic and aily needs to these
places.
Promotion
Online and offline campaigns can work, celebrities and influencer marketing, cross brand promotion through tie up with gyms and sports centers.
Rationale
Promotion should be done keeping in mind the target audience and the platforms of selling Protinex Original. As a new customer, Protinex can make bundle offers with the partnering
websites and retail partners. Social media promotions, Good reviews and regular engagement with customer is going to promote the brand in the direct to consumer segment. Celebrity
marketing can be used if a well-known celebrity can market the product to the audiences or it can be marketed well in major events like IPL etc.
Answer 5
Digital Content: Protinex Original should curate digital content in the form of
• Blog Posts ,Website Promotions, Social media Page Promotions, Digital Ads

Rational :

We can use paid media channels at this stage as Protinex Original is already an established brand but to push it to the direct to consumer model from the prescription model will
require more usage of the digital space in order to convert more customers online. And, as the brand has observed some customers are also shopping( who are not from the target
audience), Blog Posts are an excellent medium to know more about product reviews and product pros and cons while, website promotions and page promotions play an important role
in gaining new leads with right set of target audience. Digital ads will drive the right customer to the products.
Digital Devices: Protinex Original should curate content for users who are more active on Mobiles, Tablets and Desktop.
Rationale :
1. Mobile/ Tablets– Most of the users can be engaged with, through social media by push notifications and can be made aware about the new product launches through the apps of
partner retailers and ecommerce giants, e.g. Amazon, Flipkart etc all have mobile apps and can push notifications of the offers or promotions or new product launches. These
devices can also be used for social media engagements with the direct customers and act as an engagement tool.
2. Desktop – As Protinex Original doesn’t have an app, desktop acts as an excellent device for website surfers who want to know more about the product, while browising through
the internet. These traffic can be tapped through digital ads.
Digital Channels: Protinex Original should utilize the following channels to engage with customers in the digital age.
• Social Media Channels –Facebook, Instagram, LinkedIn, Twitter, Whatsapp for business, Quora and Youtube

Rationale :
I would use Facebook and Instagram for campaign and promotional engagements with the customers along with the usage of the influencer marketing to promote Protinex Original on
all social media channels. I would also use YouTube for sharing curated content about Protinex Original with its customers stories, reviews and new product launches. I would also use
Twitter/Linkedin, but to address customer queries and engagements. I think one of the strongest platforms for spreading information is Quora and is highly helpful and engaging with
the customers as well. So, for a product like Protinex original, quora should be utilized as well as you will find a lot of knowledge gainers and learners on that platform.
Digital metrics: Protinex original should focus on the following digital metrics
• Facebook and Instagram page visits and how many people like the posts.
• LinkedIn Post- views and occupation and twitter likes, replies and reposts.
• Demographics – where they are from(location, age group)

Rationale
These kinds of details will help Protinex Original target the right customers and generate more leads and convert more customers.