Table of Contents

Industry Analysis 2

Company Mission/Vision 2

Products 3-6

Pricing 6

Competitors 6-8

Perpetual Map 9

Segmentation 10

SWOT Analysis 10-11

Porter’s five Force Framework 11-12

PESTLE Analysis 12

1 | Page
2 | Page
Industry Analysis:

In India, nutrition bars market is in its nascent stage on account of high selling prices and low awareness level among consumers, especially those
residing in rural areas. However, due to increasing incidences of lifestyle diseases such as diabetes, obesity, blood pressure, asthma, and other
heart diseases, consumers in India are becoming increasingly conscious about their eating habits. As a result, a rising number of consumers are
including nutrition bars in their routine diet, thereby offering immense opportunities for both domestic as well as international nutrition bar
players operating in India. Moreover, increasing pollution levels and rising concerns over high concentration of pesticides in traditional food
products is resulting in an increasing number of Indian consumers opting for fortified foods such as nutrition bars to improve the level of
nutrition in their diets.

According to “India Nutrition Bars Market Forecast & Opportunities, 2020”, nutrition bars market in India is projected to grow at a CAGR of over
29% till 2020. The country’s nutrition bars market is growing on the heels of rising health concerns and improving consumer lifestyle, primarily of
the country’s expanding middle class households. Segment wise, Cereal Bars continue to dominate and account for more than three-fourths of
the country’s nutrition bar market. Also, majority of the demand for nutrition bars is emanating from consumers below 40 years of age, and this
trend is expected to gain more strength over the next five years. Few of the leading companies operating in nutrition bars market in India
include Naturell, General Mills, Nouveau Medicament (P) Ltd and Xterra Nutrition.

Rite Bite is the market leader in the entire granola bar/ nutrition bar market with over 55 per cent market share. However, the market is very
small and nascent at present at a mere ₹100 crore. The granola/ nutrition bar market is expected to grow at 35 per cent to reach ₹150 crore in
2018-19

Gap/value:

The snacks food market is dominated by unorganized players providing unhealthy food items to people. So, we have a new entrant in this
category in the form of 'Energy bars'. In that too, there are different categories like protein bars, meal replacement bars, granola bars etc. The
best energy bar is a combination of both 'Taste' and 'Nutrition'.

Our vision: Our vision is to provide our customers finest products that will help them adopt a healthier lifestyle. We aim to enrich the life of the
health-conscious consumer by providing best quality, great tasting and nutritious products.

Our mission: Our mission is to deliver healthy products along with a blend of Taste to our consumers.

3 | Page
4 | Page
 Fat-D-Bar

Nutrition Chart:-

Vi Vi
Sodiu Potassiu Dietar Suga Protei Calciu Vit Iro Calorie
Item Fat Cholesterol t t Cost Rate & Quality
m m y Fiber r n m B-12 n s
A C
Egg White
0.2 - 0.108 0.106 - - 7.2 - - - - - 34 10 5 per peiece
x2
Honey 100 400 gm for 145
- - 0.004 0.052 - 82 0.3 304 36
gm Dabur
Chocolate 100 gm for 400
31 8 0.024 0.559 - 61 4.9 - - - - - 546 400
100 gm Lindt
Almond 1 kg for 950 Mamra
49 - 0.001 0.705 12 3.9 21 26 - - - 20 576 95
100 gm Almond
Banana
0.3 - 0.001 0.358 21 12 1.1 14 - 20 - 14 86 1 1 kg for 99 Yelaki
100 gm
2 kg for 170
Jaggery
- - 0.027 0.435 - 85 - 22 - - - 32 358 1 Organic Brown
100 gm
Sugar
Oat Meal
1.4 - 0.049 0.067 17 0.5 3.4 16 8 - - 33 68 1.8 1 kg for 180 Oats
100 gm
Raisin 100 200 gm for 110
0.5 - 0.011 0.749 37 59 3.1 - - - - 10 299 55
gm Black Seedless
Strawberry 150 gm for 300
0.3 - 0.001 0.153 20 6.9 0.9 - - - 72 2 33 2
100 gm Strawberries
Orange 1 kg for 200 Orange
0.1 - - 0.211 24 9 0.9 4 5 7 88 - 47 2
100 gm Nagpur
Bluebaerry 150 gm for 300
0.3 - 0.001 0.077 24 10 0.7 - 5 7.8 63 3 57 57
100 gm Dried Blueberries
Apricot 250 gm for 350
0.4 - - 0.308 11 19 1.4 38 - - - 16 48 140
100 gm Dried Khumani
Pecan 100 250 gm for 400
58 - - 0.41 14 4 19 7 1 10 - 23 690 160
gm American Apricot

5 | Page
Serving:-
➢ Single Quantity of 35 grams and 70 grams.
➢ Packets consisting 12 and 24 unit of each of weight variants.
➢ Banana Binder with Chocolate Coating (Fat-D-Bar Choco)
● Ingredient are Chocolate, Almond, Banana, Oat Meal, Raisin, Apricot and Pecan.
● Nutritional Value and Cost
Nutrition\Serving 35 grams 70 grams
Fat 7.03 14.06
Cholesterol 0.4 0.8
Sodium 0.0043 0.0086
Potassium 0.1578 0.3156
Dietary Fiber 5.6 11.2
Sugar 7.97 15.94
Protein 2.695 5.39
Calcium 5.05 10.1
Vit A 0.45 0.9
Vit B-12 1.5 3
Vit D 0 0
Iron 5.8 11.6
Calories 115.65 231.3
Cost 42.64 85.28
Price 45 90

➢ Egg White Binder with Jaggery Coating (Fat-D-Bar Yolky)

● Ingredient are Egg White, Almond, Jaggery, Banana, Oat Meal, Raisin, Apricot and Pecan.
● Nutritional Value and Cost
Nutrition\Serving 35 grams 70 grams
Fat 5.475 10.95
Cholesterol 0 0
Sodium 0.0098 0.0196
Potassium 0.139 0.278
Dietary Fiber 4.55 9.1
Sugar 8.57 17.14
Protein 2.755 5.51

6 | Page
 Calcium 5.45 10.9
Vit A 0.45 0.9
Vit B-12 0.5 1
Vit D 0 0
Iron 6.7 13.4
Calories 103.65 207.3
Cost 23.14 46.28
Price 30 50

➢ Honey Binder with Jaggery Coating Dry Fruit (Fat-D-Bar Nutty)

● Ingredient are Honey, Almond, Banana, Jaggery, Banana, Oat Meal, Raisin, Apricot and Pecan.
● Nutritional Value and Cost
Nutrition\Serving 35 grams 70 grams
Fat 5.465 10.93
Cholesterol 0 0
Sodium 0.0046 0.0092
Potassium 0.1363 0.2726
Dietary Fiber 4.55 9.1
Sugar 12.67 25.34
Protein 2.41 4.82
Calcium 5.45 10.9
Vit A 0.45 0.9
Vit B-12 0.5 1
Vit D 0 0
Iron 6.7 13.4
Calories 117.15 234.3
Cost 24.44 48.88
Price 35 65

➢ Honey Binder with Jaggery Coating Fruit (Fat-D-Bar Fruity)

● Ingredient are Honey, Banana, Jaggery, Banana, Strawberry, Blueberry, Raisin, Apricot and Orange.
● Nutritional Value and Cost
Nutrition\Serving 35 grams 70 grams
Fat 0.095 0.19

7 | Page
 Cholesterol 0 0
Sodium 0.00225 0.0045
Potassium 0.11715 0.2343
Dietary Fiber 6.85 13.7
Sugar 14.145 28.29
Protein 0.42 0.84
Calcium 3.9 7.8
Vit A 0.5 1
Vit B-12 1.74 3.48
Vit D 11.15 22.3
Iron 3.85 7.7
Calories 61.6 123.2
Cost 14.7 29.4
Price 25 45

Competitor:-
➢ Yoga Bar at a price of Rs. 35 per 38 grams.

Calories 90 Sodium 0 mg
Total Fat 5g Potassium 0 mg
Saturated 1g Total Carbs 10 g
Polyunsaturated 0g Dietary Fiber 2g
Monounsaturated 0g Sugars 6g
Trans 0g Protein 2g
Cholesterol 0 mg    
Vitamin A 0% Calcium 2%
Vitamin C 0% Iron 2%

➢ GAIA Granola Bar at a price of Rs. 30 for 30 grams

Calories 145 Sodium 0 mg

Total Fat 5g Potassium 0 mg
Saturated 0g Total Carbs 0g
Polyunsaturated 0g Dietary Fiber 0g

8 | Page
 Monounsaturated 0g Sugars 0g
Trans 0g Protein 2g
Cholesterol 0 mg    
Vitamin A 0% Calcium 0%
Vitamin C 0% Iron 1%

➢ Nature Valley Granola Bar at a price of Rs. 300 for 250 gram

Calories 210 Sodium 135 mg

Total Fat 9g Potassium 0 mg
Saturated 1g Total Carbs 31 g
Polyunsaturated 0g Dietary Fiber 3g
Monounsaturated 0g Sugars 12 g
Trans 0g Protein 4g
Cholesterol 0 mg    
Vitamin A 0% Calcium 2%
Vitamin C 0% Iron 8%

➢ Flat Tummies at a price of Rs. 65 for 55 grams

Calories 184 Sodium 0 mg

Total Fat 12 g Potassium 0 mg
Saturated 0g Total Carbs 11 g
Polyunsaturated 0g Dietary Fiber 0g
Monounsaturated 0g Sugars 5g
Trans 0g Protein 8g
Cholesterol 0 mg    
Vitamin A 0% Calcium 0%
Vitamin C 0% Iron 0%

➢ Mojo Bar at a price of Rs. 40 for 35 grams

Calories 190 Sodium 220 mg

Total Fat 9g Potassium 125 mg

9 | Page
 Saturated 2g Total Carbs 20 g
Polyunsaturated 3g Dietary Fiber 2g
Monounsaturated 4g Sugars 9g
Trans 0g Protein 9g
Cholesterol 0 mg    
Vitamin A 0% Calcium 6%
Vitamin C 0% Iron 0%

➢ Kellogg Cereal Bar at a price of Rs. 425 for 115 gram

Calories 103 Sodium 10 mg

Total Fat 3g Potassium 0 mg
Saturated 2g Total Carbs 18 g
Polyunsaturated 0g Dietary Fiber 0g
Monounsaturated 0g Sugars 8g
Trans 0g Protein 2g
Cholesterol 0 mg    
Vitamin A 0% Calcium 17%
Vitamin C 0% Iron 17%

10 | Page
Perpetual Map:

11 | Page
 Final Report on Marketing Project which includes deep analysis on Customer,
Competitor, Pricing, Value proposition, Product Portfolio

NUTRITION BAR
“Baar Baar Fat-D-Bar, eat and become healthy Yaar’

12 | Page
Customer Segmentation and Value Proposition:

➢ Morning Rusher: These are the customer who mostly skips their breakfast as they are getting late to either college or
workplace. The customer segment comprises fitness conscious college goers with pocket money of Rs. 10,000 plus and
corporate professional. What we propose to them is our Honey Binder with Jaggery Coating Dry Fruit Bar. A perfect
nutritional start of the day.

➢ Fitness Grinder: This customer segment consists of local sportspersons & athletes and gym goers. Since, they have a rigorous
physical routine their supplement need will be catered by our Egg White Binder with Jaggery Coating Bar.

➢ Flat Seeker: This customer segment focus of achieving a flat belly line and our product which high on dietary fiber and
Vitamin C, Honey Binder with Jaggery Coating Fruit Bar will suffice their hunger as well helps the customer segment to burn
belly fat.

➢ Taste Buds: Those who don’t want to compromise on taste but also worried about their health can grab our Banana Binder
with Chocolate Coating Bar. Its exotic chocolate with nutritional banana will look after you taste buds and nutritional needs.

SWOT ANALYSIS

Strength
● Primarily with natural ingredients.
● It is a nutritional supplement along with
● The product is competitively priced.
● The box quantity is an acceptable size to induce trial

Weakness
● Small Market segment, narrowly defined target market.
● Confined to tire I and tire II cities
13 | Page
 ● Expense of research
● Not much awareness about the product.

Opportunity
● Market has been experiencing growth.
● People are becoming more health-conscious.
● health and innovation products are increasing in popularity
● Highly profitable market
● No difficulty to extent to other products

Treats
● Increasing numbers of companies are capitalizing on a growing market
● Trendy diets have been affecting consumer-shopping habits
● Entering new competitive market
● Outreach to all the places

Porter’s Five Force Analysis

● Bargaining Power of Suppliers- LOW

➢ Multiple suppliers exist across the industry
● Bargaining Power of Buyers- HIGH
➢ Consumer is king. Can easily switch to other competitors
● Threat of Substitutes- MEDIUM
➢ Substitutes include quickly prepared items like cereals, oats, cornflakes, etc
➢ However, these are not as handy as bars
● Threat of New Entrants- HIGH
14 | Page
 ➢ A relatively new and emerging product with handsome margins
➢ Low barriers to entry and exit
● Competitive Rivalry- MEDIUM
➢ Many firms already in this market
➢ However, no one has established a sizeable lead yet

PEST Analysis

● Political
➢ FSSAI recently introduced new labelling norms for packaged food industry
➢ Increased transparency now required with respect to sodium, sugar and saturated fat content
● Economical
➢ Packaged foods now come under the 5% tax slab under new GST guidelines
➢ People with disposable incomes in India expected to grow in the coming years
● Social
➢ Fulfilling the unmet needs of the consumers
➢ Supporting the movement towards a healthier lifestyle
● Technological
➢ Advanced technology now helps in maintaining desired hygiene and minimizing contamination

Reference:
➢ http://www.naturesbasket.co.in

15 | Page
 ➢ http://www.myfitnesspal.com
➢ https://www.bigbasket.com/

16 | Page