Project 1: Protinex

Market Opportunity Analysis

Segmenting, Positioning and Branding
Answer 1
Segmentation Geographic: Grouping the target audience based on their location in Tier 1, 2 and 3 cities, and rural India. The
residents in tier 1 and tier 2 cities can be targeted as probability of them knowing about the benefits of Protinex is
higher and would require lesser persuasion. However, Protinex needs to be marketed a bit differently in rural
areas where people do not see value in health supplements and the general perception that home-cooked food
is sufficient in providing complete nutrition.

Demographic:
1. Age: 25 to 40 years old
Segmenting the population between Millennials and Generation X to meet their different set of health
requirements and unique tastes.
2. Gender: Male, Female
Segmenting the population based on gender as some health conditions affect males and females differently like
Osteoporosis, Calcium deficiency, heart disease.
3. Income: High-level of disposable income, mid-level of income
Since Protinex is a premium health drink, with price little higher than the competitors, it will be easier to target the
segment with higher disposable income and use a value-based positioning strategy.
4. Wellness status: Protinex can be marketed to different segments-customized based on health and wellness
status or health condition of a particular population segment.

Psychographic:
1. Lactose tolerant/intolerant (People who prefer not to mix Protinex with milk should have an option to still
consume it without having to compromise in the taste.
2. Activity level: Active, lightly active, sedentary (People with different level of activity in their day-to-day life need
to be segmented differently

Targeting
Answer 2
Enter your response. You may also draw the perceptual map with pen and paper and add an image of the same. Add the
positions of Protinex and its competitors.

Cost Protein content Other nutrients Energy

Per 100 g

Fat: 0.5 g
Protinex original 585/- 32 g Carbs: 54.5 g 350 calories
Only whey protein

Fat: 1.0 g
Horlicks Protein
243/- 34 g Carbs: 56 g 365 calories
plus
3 major proteins

Nutrilite® All
570/- Fat: 3 g
Plant Protein 80 g 360kcal
(approx.) Carbs: 5 g
Powder

1297/- Fat: 3.3 g

Fast&Up Whey 78.9 g 385 Kcal
(approx.) Carbs: 9.9 g
Answer 3

For the people who believe in an all-around healthy diet and do not want to leave it to chance, Protinex Original is a health food
supplement that is enriched with protein, carbohydrates, vitamins and minerals with zero trans fats. It is easily absorbed in the
body, as it contains hydrolysed proteins, which helps strengthening immunity naturally. It is shown to be effective in fulfilling the
daily nutritional requirements when consumed as part of a well-balanced diet. It also comes in flavours of Chocolate and Vanilla
for those who prefer their drinks flavoured. Additionally, a variety of Protinex is specifically customized to suit the needs of a
mothers-to-be and breastfeeding women.
 Answer 4
Product:
Protinex Original is a unique supplement that contains hydrolysed protein. It has zero trans-fats and 8 essential nutrients. Make it a part of daily diet, it helps improve,
metabolism, strengthen immunity, reduce fatigue, fast recovery from illness. You do not have to be sick to implement Protinex to your diet. It can be mixed with milk and
consumed, or it be mixed with yogurt, cornflakes, porridge, smoothies. More than 80 % of Indian population suffers from protein deficiency, and protein being the building
block of our body makes it quintessential to make it a part of our daily diet. It is more than a prescription drug or a diet supplement for gym goers, it is a need for almost all
adults to lead a healthy lifestyle.

Price:
Two pricing strategy to be followed here:
1.Value-based pricing strategy: To ensure that the customers know the value of the product and would not mind paying for the quality and benefits they are getting.
2. Competitive pricing: To ensure that the customers do not get overwhelmed by the price of the product and start considering other brands, the prices are to be comparable
with the other brands in the same domain.

Place:
Protinex is mostly known as a prescription-based brand in the Indian market. Its availability should not be restricted to pharmacy and chemist stores. It has to be better
distributed in supermarkets, grocery stores, retail outlets and big showrooms. Ecommerce sites and direct selling are also good options to enhance its availability to the
customers.

Promotion:
To help Protinex 'Original' shift its perception from a prescription-based brand to an everyday-nutrition brand, it ran campaigns to generate awareness among the customers
about the role of protein in our body. It is important for customers to understand that their daily meals are not always sufficient in meeting their body's nurient/protein
requirements. The awareness will in turn help increasing the demand among the customers. Using influencers/health & wellness experts in social media can be a great option
to increase awareness. The promotions and advertisements has to be more consistent and across all media (offline and online). The brand can come with quirky taglines and
creative video ads that might help customerts relate more with the product. Athlete endorsement might be a great strategy for having better reach to the target audience
and representing credibility of the brand.
 Answer 5
Digital Content:
The digital content has to be creative and captivating, so that the time a user stays on a page or click through an ad is longer. The Ads need
to be able to connect with the target audience at a level where they are willing to spend time with the content. Language must be simple
and concise. If using a video format, it should be relatable and able to send the intended message strong.
Digital Devices:
Brand can be promoted using different media.
The promotion strategy needs to be customized based on the different digital devices: Mobiles, laptops, tablets, computer desktop,
television. With various channels, there is a growing need to come with variety of formats a brand can be promoted. Focus on the target
segments and their use of various digital devices.

Digital Channels:
SEO: This will ensure that the brand will appear as top results

Display banner ads/pop up ads/YouTube ads/Facebook/Instagram ads: To increase the visibility of the brand at consideration stage

of customers and ensure high brand recall.

Revamping the brand website is a good option. The website can be made more interactive and user friendly.
Digital metrics:
To measure the success of the brand marketing measures, the following metrics are to be considered:
Unique impressions: To measure the reach of the brand to new users
No. of websites visits, and bounce rates will give an idea how much customers are considering the brand.
Click through rates will help us figure out how many times an ad has been clicked by a user
For social media, we can measure the engagement rate.