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MAKETINC STRATECY

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SUCAR FREE

S0BNITTEB BY:
NEBA SINuB
SAKSBI u0PTA
T0BINA KAKKAR
vAR0N TANB0N

INTRUDUCTIUN
Sugar lree ls a producL from Zydus Wellness and ls a low calorle sweeLener wlLh over 83
percenL markeL share and growlng aL a raLe of more Lhan 30 percenL (Sourceť AC nlelsen MA1
MarŴ11)Ŧ 1he producL ls a subsLlLuLe Lo sugar provldlng a healLhler opLlon Lo lLs cusLomersŦ 1he
producL ls largely craLerlng Lo cusLomers ln Lhe lMCC's cusLomer's wellness secLlonŦ 1he
producL ls avallable ln four varlanLsť
O SUGAk IkLL GCLDť lL ls healLhler sugar alLernaLlveţ ls made from AsparLame Ŵ a proLeln
derlvaLlveŦ 1hls was on Lhe flrsL producL lnLroduced by Lhe company and ls caLerlng Lo
malnly dlabeLlc paLlenLsŦ
O SUGAk IkLL NA1UkAť lL conLalns Sucraloseţ Lhe laLesL lnLernaLlonal zero calorle
sweeLenerŦ lL ls sold ln powdered form Lo enhance Lhe general usage of Lhe producLŦ
O SUGAk IkLL NA1UkA SWLL1 DkCÞSť lL also conLalns Sucralose buL ls llquld form Lo
provlde handy and ease of use advanLage Lo Lhe cusLomerŦ
O Company ls also selllng 8eady Lo drlnk and powered drlnklng beverages under Lhe Sugar
lree brand porLfolloŦ

ISIUN UF THE CUMPANY
ƍWe w||| create new exper|ences by our products that w||| nour|shţ nurture and energ|es your
||feŦ We sha|| |ead the way through |nnovat|on and be a S00 crore company by 2013ƍŦ
1he vlslon ls largely supporLed by Lhe producLs LhaL Lhe company ls produclng and Lhe secLlon lL
ls craLerlng LoŦ 1he wellness secLlon ln lndla ls growlng aL a very fasL raLeŦ LlfesLyle changes are
creaLlng demand for LherapeuLlc as well as prevenLlve producLsŦ 1hus Lhe company ls creaLlng
lnnovaLlve producLs Lo achleve Lhe vlslon of becomlng a 300 crore company by 2013Ŧ


UPPURTUNITY ANALYSIS UF SUCAR FREE
pporLunlLy analysls ls done conslderlng boLh macro and mlcro facLors lnLo conslderaLlonŦ
,ACkC IAC1CkSť
Macro analysls lncludes facLors llke economlcţ demographlcţ soclo culLuralţ regulaLoryţ
Lechnology and naLural envlronmenL presenL ln Lhe counLryŦ ln case of Sugar lreeţ lndla ls one
of Lhe fasLesL growlng economles Lhus provldlng a good base for launch of any producLŦ Sugar
free ls a producL malnly for healLh and flLness cauLlous peopleŦ WlLh changlng llfe sLyles people
wlLhln age group of 23Ŵ30 have become very healLh cauLlousŦ lndla populaLlon conLalns more
Lhan 30 percenL of Lhe populaLlon ln Lhe same caLegoryŦ 1hese are Lhe ma[or facLors LhaL would
affecL Lhe launch of Lhe producLŦ
,CkC IAC1CkSť
O SD8CL l CDS1ML8 ÞAlnť
AL 30Ŧ8 mllllon lndla has Lhe largesL populaLlon of dlabeLes ln Lhe worldŦ 1hus looklng for
sugar alLernaLlves wlll provlde Lhem opLlon Lo consume sugar wlLhouL belng concerned
abouL Lhe lmpllcaLlons of consumlng Lhe producLŦ Also wlLh changlng llfesLyle Lhe
secLlon of populaLlon requlrlng such a producL ls llkely Lo growŦ
O M8L 8LnLll1 1 CDS1ML8ť
1he producL ls llkely Lo provlde more beneflL Lo Lhe cusLomer and wlLh all Lhe varlanLs
presenL Lhe uLlllLy of Lhe producL ls golng Lo lncrease and people can use Sugar lree for
general usageŦ
O 1A8CL1 SLCMLn1 LlkLL? 1 C8Wť
1he LargeL segmenL ls llkely Lo grow as accordlng Lo AvLnuDS research Lhe populaLlon
of dlabeLlcs ls golng Lo reach 70Ŧ3 mllllon by 2013 and also Lhe consumer wellness
segmenL ls growlngŦ


1he opporLunlLy analysls ln case of Sugar lree shows LhaL Lhe producL should be launched
because of Lhe followlng facLorsť

O lgh dlsposable lncome
O lncreaslng DrbanlzaLlon
O lmprovlng SLandard of llvlng
O MounLlng healLh problems aLLrlbuLlng Lo change ln Lhe llfesLyles of Lhe consumers
O Crowlng ealLh cauLlousness and lncreaslng asplraLlon for beLLer llfe
O lncreaslng awareness Lo Lry beLLer alLernaLlvesţ and make lnformed cholces
O 8lslng wllllngness Lo spend more for flLness and wellŴbelng

uue Lo Lhese facLors Lhe secLor ls expecLed Lo cross $ 70 bllllon by 2018 (Sourceť Cll 8eporL)Ŧ

SECMENTATIUN, TARCETINC & PUSITIUNINC UF THE PRUDUCT

1o bulld an effecLlve markeLlng program for any producL lL ls very lmporLanL Lo know abouL Lhe
segmenLaLlonţ LargeLlng and poslLlonlng of Lhe producLŦ AfLer dolng Lhe opporLunlLy analyslsţ lL
ls very lmporLanL Lo know abouL Lhe people LhaL are Lo be LargeLed and whaL klnd of lmage
abouL Lhe producL ls Lo be creaLed ln Lhelr eyes Lo lncrease Lhe sale of Lhe producLŦ

SLG,LN1A1CNť
Sugar ls consumed by each and every personŦ 1hus ln a broad sense Lhe producL whlch ls
provldlng a low calorle sugar alLernaLlve can caLer Lo all Lhe people consumlng sugarŦ 8uL as Lhe
producL ls expenslve lL ls for a selecLlve segmenL of peopleŦ
lrom Lhe opporLunlLy analysls we can see LhaL Lhe markeL aLLracLlveness ls hlgh because of Lhe
facLors LhaL are llsLed and Lhe producL ls also expecLed Lo grow ln Lhe fuLureŦ Also ln Lerms of
Lhe producLs offered Lhe company ls provldlng varlanLs LhaL no oLher compeLlLor ls provldlngŦ
1he SegmenLaLlon ls ma[orly LnAVCUk ASLDŦ As Lhe producL ls a llfesLyle producL Lhe
purchase ls largely dependenL on cusLomer needsţ producL usage and purchase lnfluenceŦ 1he
producL ls largely caLerlng Lo healLh cauLlous and flL people along wlLh people sufferlng from
dlabeLesŦ
1hls shows LhaL Lhe usage ls largely dependenL on cusLomer needŦ Sugar lree gold ls malnly for
Lhe dlabeLlc paLlenLs as lL conLalns very few calorles whereas Sugar lree naLura and drops are
Lo lncrease Lhe uLlllLy provlde by Lhe producL ln Lhe mass markeLŦ
n Lhe basls of Lhls we can see LhaL Lhe segmenL Lo be craLered ls CusLomer Wellness SegmenLŦ
1hls segmenL (23 and above) aL presenL conLalns a large parL of Lhe lndlan populaLlonŦ
1AkGL1NGť
1he LargeLlng sLraLegy LhaL ls Lo be used ln Lhe lnLroducLlon sLages of Lhe producL ls NCnL
,AkkL1NG sLraLegyŦ As we know LhaL ln Lhe lnLroducLory sLage Lhe users are less Lhe company
can go for nlche markeLlng LargeLlng Lhe dlabeLlc people as Lhey need Lhe producL Lhe mosLŦ
1hls would help Lhem provlde Lhe producL a good launchŦ Also Lhe hablL of drlnklng Lea ls very
hlgh ln Lhe dlabeLlc paLlenLs and Lhus Sugar lree Cold whlch comes ln form of LableLs for such
Lea and coffee would provlde a good alLernaLlve Lo sugar Lo Lhese cusLomersŦ 8uL wlLh producLs
llke Sugar lree naLura and Sugar lree naLura drops can caLer Lo a wlder segmenL of Lhe whole
of Lhe CusLomer Wellness segmenL as Lhey provlde ease of use Lo Lhe cusLomer and fulflll Lhelr
psychologlcal need of belng flLŦ 1hls would help Lhe lncrease Lhelr markeL and as Lhe segmenL ls
growlng Lhe company can Lhen concenLraLe on lncreaslng Lhe markeL Lo a ,ASS ,AkkL1Ŧ
1hus Lhe ma[or LargeL populaLlon should be malnly urban dwellers for whom flLnessţ healLh and
wellness are an lnLegral parL of Lhe llfeŦ 1he segmenL sees Lhemselves as parL of a new and
emerglng Lrends and a segmenL whlch ls brandŴconsclous ln dlsplaylng a llfesLyle LhaL reflecLs
such LrendsŦ lashlon cauLlous people would also become a parL of Lhe LargeL markeL as belng
healLhy ls also a necesslLy for LhemŦ



DIILkLN1A1CNť
ulfferenLlaLlon ls very lmporLanL Lool LhaL can be used by a company Lo provlde lLs producL a
compeLlLlve advanLage over Lhe oLher producLŦ WlLh Sugar lree Lhe maln focus ls on ÞkCDUC1
DIILkLN1A1CNŦ As Sugar lree comes ln 1ableLs forms many of Lhe compeLlLors have
lnLroduced same klnd of a producLŦ 8uL as Lhe conLlnuous focus ls on producL dlfferenLlaLlonţ
producLs llke Sugar lree naLura (powdered Sugar) and Sugar lree naLura urops (llquld sugar)
are Lhere LhaL are noL avallable ln Lhe markeLŦ 1hey help ln provldlng a compeLlLlve edge Lo Lhe
company and also lncrease Lhe uLlllLy of Lhe producLŦ 1he consumers can now replace sugar
vlrLually ln any preparaLlons from Lable Lop appllcaLlons Lo desserLsţ sweeLsţ mlLhals llke ga[ar
halwaţ mlxed frulL cusLardţ lce creamţ kheer eLcŦ
lrom Lhe generlc compeLlLlve sLraLegles we can see LhaL Lhe producL wlll sLarL from
dlfferenLlaLlon based focus sLraLegy Lo a dlfferenLlaLlon sLraLegy caLerlng Lo a much broader
markeLŦ 1he red secLlon shows Lhe sLraLegles followed for dlfferenL producLsŦ


CMÞL1l1lvL SCÞL
CMÞL1l1lvL ACvAn1ACL
LWL8 CS1 ulllL8Ln1A1ln
88Au 1A8CL1
CosL Leadershlp
SLraLegy
ulfferenLlaLlon SLraLegy
(SDCA8 l8LL nA1D8A
Anu u8ÞS)
nA88W 1A8CL1
locus SLraLegy
(CosL 8ased)
locus SLraLegy
(ulfferenLlaLlon 8ased)
(SDCA8 l8LL CLu)


ÞCS1CNNGť
A mlxLure of Lwo Lypes of poslLlonlng can be used hereŦ Þn¥SCAL ÞCS1CNNG AND
ÞLkÞL1UAL ÞCS1CNNG can be used Lo creaLe a brand poslLlon of Lhe producL ln Lhe eyes of
Lhe cusLomerŦ ln case of physlcal poslLlonlng Lhe company needs Lo focus on conveylng Lhe
uLlllLy due Lo Lhe packlng and way ln whlch Lhe producL ls sold lŦeŦ ln powdered form or ln Lhe
llquld formŦ 1he lngredlenLs need Lo be made very clear as Lhe producL ls also used by dlabeLlc
people and Lhey would wanL Lo know whaL Lhey are consumlngŦ AvallablllLy ln dlfferenL slzes
would also help Lhe causeŦ
ÞercepLual ÞoslLlonlng ls lmporLanL as a cusLomer ls able Lo make a beLLer [udgmenL of a
producL on basls of whaL lL does raLher Lhan whaL lL lsŦ ln case of Sugar lree Lhls klnd of
poslLlonlng wlll play an lmporLanL roleŦ 1he producL needs Lo convey LhaL lL ls sweeL and
provldes Lhe LasLe provlded by sugarŦ now LasLe of sugar ls a very sub[ecLlve Lhlng and cannoL
be measured and Lhus percepLual poslLlonlng ls requlred Lo caLer Lo much wlder populaLlon of
peopleŦ

PERCEPTUAL MAPPINC

lor poslLlonlngţ ls lL very lmporLanL Lo know how Lhe producLs of compeLlLors are percelved ln
Lhe markeL and Lhe way ln whlch company should place Lhe producL Lo avall maxlmum resulLsŦ
lollowlng 1able shows Lhe prlces and poslLlonlng of all Lhe varlous producLs ln Lhe markeLŦ
88Anu vALDL Þ8ÞSl1ln Þ8lCL 1A8CL1 CDS1ML8S
Lqual Safe Ǝ SweeL 130 for 100 LableLs Þeople havlng problem wlLh
sugar
Zero Zero CalorlesŦ uerlved lrom
sugar and 600 Llmes
sweeLer Lhan sugarŦ
60 for 90 LableLs ÞroacLlve healLh seekers ln
sec A Ǝ AŴ2 clLles ln age
group of 30Ŵ40
SLevlocal DlLlmaLe naLural sweeLener 83 for 100 LableLs
kalorle Ŵ 1 Sugar SubsLlLuLe ulabeLlc ÞaLlenLs
Suga8lLe A world full of sweeLness Ǝ
free of calorles
Sold ln Þowdered
form
ulabeLlc Ǝ Calorle cauLlous
peopleŦ

lew of Lhe oLher compeLlLors LhaL are presenL areť
O SweeLex Ŷ Largely selllng brand recenLly acqulred by 8ecklLL
O SweeLos Ŷ Less expenslve
Sugar free as a producL ls belng sold aL prlces LhaL are compeLlng wlLh Lhese players and lL ls
also caLerlng Lo a much wlder secLlon as lL ls much more affordable Ǝ has beLLer avallablllLyŦ
1hus on Lhe basls of LhaL a percepLual mapplng of Lhe producLs can be done and overall poslLlng
sLaLemenL can be formed LhaL besL [usLlfles Lhe producL aLLrlbuLes and quallLlesŦ ln case of
Sugar lree dlfferenL sLaLemenLs can be used for gold and naLura range of producLs as boLh are
made from dlfferenL lngredlenLs and caLer Lo somewhaL dlfferenL needsŦ
lollowlng flgure shows Lhe percepLual mapplng of varlous sugar alLernaLlves on Lhe basls of
prlce of Lhe producL and Lhe value preposlLlon Lhey are provldlng Lo Lhe cusLomersŦ


















LÇUAL
nGn ÇUAL1¥
LCW ÇUAL1¥
nGn ÞkCL LCW ÞkCL
2LkC
S1LVCCAL
kALCkL Ŵ 1
SWLL1Lk
SUGAk IkLL

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@¾°  f¾¾€ff½ n ½f¯f½½°–€ ½ n¾nf°  ° f°  f½¾°– ¾f ¯ ° nf°  €¯  f ¾ ©¾€ ¾   ½ n f  ¾ f°  f ¾  ° nf¾  € –f  €€  °¾f ¯ °¾nf° ¾ €– f° °fff°– €½ n¾f¾ f  ¯f €¯ €€  °°–  °¾f° nf ¾¯ f €€  °° ¾  °– €–  ¾¾   ½ n ½f ¯f½½°– € f¾ ¾–f f °f ¾ °   f¾¾ € ½n € ½ nf°  f ½ ½¾° f ½ °– n¾¯ ¾         J9.

    9.

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