Project 1: Protinex

Market Opportunity Analysis

Segmenting, Positioning and Branding
Name: Suraj Borlepawar
Answer 1
Segmentation Geographic:Indian Region

Demographic: All age group incl men,women,child, Middle to high income groups.

Psychographic: Catagorised Product fitness,weakness,strenght and flavours

Behavioural:Prescribe by doctors and health experts to gain more faith.

Targeting This is a direct consumption brand which targeted all age groups for health benefits, specially for
incresing protein level in a human body. So target audience for the brand are those who focused
on their fitness,wellness etc

Positioning Spread awareness that lack of nutrition in day to day life. Run campaign among various platforms
regarding to spread awareness about health benefits of the product.
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.

High Protein

Protinex Nestle

Inexpensive Expensive

Horlicks Ensure X-price

Y-protein

Low Protein
Answer 3

Enter your response

Positioning
1.Consumer-As we seen in a ad. Protinex spreading awareness about indian food which they consume have lack of protein
levels,this may occurs tiredness and weakness. They are positioning this thing in consumers mind.
2.Cost-Protinex is made for mid-high level income people. The brand is Providing high protein as compare to competitors.
3.Communication-This is big challenge coming out for the brand because there is a misscommunication or miss considering
about the protein. They need to categorize product into weakness,fitness,illness,wellness. Tell people that you have different
flavours and products for each category.
4-Convience-After get prescribed by health experts and doctors the brand got more faith so now they can launch end to end
products.
Answer 4
Product: Protinex is used for increasing or leveling your protein needs in day to day life. Run Campaign about caparing protein level
with other brands. Definitely protinex is more qualitative than other brands, they need to focus on taste and packaging .

Price: As we see the brand is for mid-high income groups. Before establishment prices could be lower than competitors, as
demand increases we can increase the price of the product.

Place: e commerce websites, Super markets, Grocery Stores, Medical Stores.

Promotion: Miss-consideration/miss-understanding about protein among the people is big barrier for the brand. The brand should
keep doing awareness campaign about the protein level in indian food which they consume. Adv should tell people about benefits
of having protinex.
Answer 5
Digital Content:
Display Adv- to spread awareness of product along with the issue of lack of protien level in day to day life.

Digital ads- use more digital platforms like fb,insta,twitter to introduce the product to new customer.

Digital Devices:
Mobile- most of the people use mobile phone to use various digital platforms like fb, insta,twitter.
Desktop- Target Professionals

Digital Channels:
SMM- Promote your brand by using platforms like fb,insta,twitter where most of the your target audience appears .

SEO-After Pramoting this will help you to draw insights.

Email Marketing- this will help you to track your customers who already consider your product on digital platforms.
Digital metrics:
Tie up with health experts and fitness icons and run a competitions, add emotional value to the brand.