Project 1: Protinex

Market Opportunity Analysis

Segmenting, Positioning and
Branding

MADE BY OM PATEL
Answer 1
Segmentation Geographic: it involves targeted customers according to their regions, nations and
geographical segmentation all over.
1. population: protinex is targeting all type of generation so they should focus on parents and adult
population.
2. Regional products: they have introduced products related to the climate and heath condition of
a particular region. They should address health issues facing by particular region and spread
awareness.

Demographic:
1. Age: it is family based nutrition product. Targeting parents and young adult.
2. Gender : they are targeting both male and female.
3. Income : protinex is three time more expensive than other nutritional products so they are
creating new market and targeting middle to high income people and also doctors are
prescribing protinex.
Psychographic: They have categorized their product by different flavors, illness, wellness and
fitness.
Behavioral: Doctors are prescribing their products and this will give consumers motivation, trust
and health benefits.
Targeting It is direct to consumer brand and targeting parents and adults. Everyday bases products which focused on
health benefits. So targeting those who are focused on illness, wellness and fitness.
POSITIONING They are positioning by spreading awareness about their products benefits in
everyday life. lacking of nutrition which can be fulfilled by protinex.
Answer 2
Enter your response. You may also draw the perceptual map with pen and paper and add an image of the same.
Answer 3

Enter your response

Positioning statement
Protinex has applied 4 c’s model for their positioning.
1. consumer: your product should have something that consumers find helpful and desirable and protinex’s advertisement
shows that the Indian food that you are consuming everyday has not enough protein. And that could lead us to tiredness
and weakness and that would affect our productivity. So they are positioning in consumer’s mind that most of indian food
has lack of protein that could be the reason for your tiredness and weakness.
2. Cost : protinex price is not that expensive to their competitor. They are providing high protein that their compititor. So it
satisfied consumer’s need. They are proving rich nutrition composition in everyday life as they showed in their
advertisement that #dontmissout it shows that how protinex is important in our life and after this positioning we will not
mind price perspective anymore.
3. Communication : they are facing challenges of awareness because there are many myth in the mind of indian people
about protein. So their communication is important to consumer. They have categorize their products in illness, wellness
and fitness. Like they have different flavours and different products for different health concerns. And both of their
advertisement has conveyed that these are issue that faced by almost 80% of indians.
4. Convience : as they have started with doctors prescription they have shifted it to trade stores. Now they are introducing
their products as direct to consumers.
Answer 4
Product: protinex is mostly focused on wellness like everyday strength and health issues. They have high protein and low sugar
category for those who are in fitness but they did not have introduced any protein products which most preferable for someone
who is into fitness. Research has said that taste of protinex is not appealing some of the consumers so they can do better tasting
like their competitor and they should have packing saying we have more protein than other competitor that would help in
positioning.

Price: their price Is similar to horlicks and ensure. Their pricing should be accordind to their demand. Protinex is available in over
250000 outlet stores and they have various flavors and categories which differ in price. They have open new revenue stream and
they will assure the brand higher sales because they have variety of products according to consumers need.

Place: as they shifted to trade stores, they are also available at online stores as well. They have reached to 250000 outlets that
includes supermarkets, convivence stores etc. and they had changed image of their product like its not a doctor prescribed product
only it is your everyday nutritional drink. So they are changing mindsets of consumers so that they could be at consider stag e.
Promotion: awareness is the major challenge for protinex. Their products is for adult and they are very
much taking benefits of it by promoting their products on digital platforms like facebook, and instagram.
They also promote their products with fitness influence and food bloggers or chefs to come up with healthy
recipes.
THANK YOU