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NATURA SUGAR FREE
Sugar free natura is made from sugar, taste like sugar but have no calories.”Call it a diet sugar” . It is made of sucralose (sugar free ) a sugar derivative made from a unique process, which guarantees the sweetness of sugar without calories. Sugar free as a brand has came long way in 20 year of its existence. It has transformed from a ethical drug for diabetic patient to a FMHG (Fast moving health good) a brand for all calories concern busy, healthy lifestyle urban people. In the journey, the brand has gone through substantial changes in packaging and distribution. It has earned undisputed market leadership and has gained strong equity amongst consumers, retailers, and health experts (chemists and physicians). With the backing of its financially sound owner, Sugar Free is now preparing to enter the next phase of lifecycle where it is up against the better featured products as well as the marketing savvy and deep pocketed competitors. With having 70% of market share, its leading in the category by INR 1.2 billion sugar substitute in the market and that is growing at the rate of 20% per annum. Stakes are high for Sugar Free due to environment changes in terms of category acceptance, evolved consumers, and heightened competitive activities. To deal with the new reality, Sugar Free has launched a drink variant named D’Lite and is heavily sampling it to dispel myths about artificial sweetener category as well as to generate brand interaction and trial. On marketing communications front, it is contemplating to embark upon a new brand endorser strategy and has roped in ‘Bipasha Basu’ – one of the leading actresses of Indian cinema, known for her fitness consciousness.
Australia and European countries. Sugar Free Natura is not recognized by the body as sugar or as a carbohydrate. Sugar Free Natura is safe. . Over a period of time. Then company repositioned Sugar Free as a lower calorie sweetener and accordingly sharpened the relevant components of its marketing strategies in order to make the market more responsive .Sugar Free Natura has no effect on blood glucose utilization. tried and tested. Over 110 safety studies have been done on Sucralose (Sugar Free Natura) over a period of 20 years and is approved by US FDA as well as by international health authorities such as the World Health Organization (WHO). There was a serious need for moving from a curative mindset to a preventive mindset. Cooking. positioning its variants on the basis of primary usage – table top vs. The users of such products were very conservative and were reluctant to expose their health deficiencies. the company realized that the consumer are dynamics along with the market dynamics were changing. carbohydrate metabolism or insulin production. proven as well as internationally accepted. Positioning strategy of sugar free BRAND BUILDING STRATEGY The product was launched as an ethical drug and there targeted Customer were the diabetic patients. Sugar Free is best positioned to exploit the market in its favour as it has twin offerings in Asparatame (Sugar Free Gold) and Sucralose (Sugar Free Natura) – two fast growing subcategories within the sugar substitute market. Canada. Sugar Free follows an umbrella branding strategy. It is not metabolized by the body for energy and does not affect blood glucose levels . It is also approved in more than 60 countries including US. Can diabetes patient use it? Research and clinical studies have shown that Sugar Free Natura can be safely consumed by people with diabetes.Is it safe? Sugar Free Natura is safe.
Aspartame. is a Protein derivative. .36 calories. baked preparations etc. There is a marginal difference of 0. Sugar Free Natura doesn’t cause excessive foaming during mixing processes. toppings.Sucralose (Sugar Free Natura) has 0 calories where as Aspartame has 0.No tooth decay Scientific studies have shown that Sucralose (Sugar Free Natura) does not support the growth of oral bacteria and does not promote tooth decay.Easy to use Sugar Free Natura is freely soluble in water.How it is different from other substitute Sugar Free Natura is derived from Sugar (or Sucrose) where as other leading sugar substitute world over . . which means it's easy to incorporate into most food products. at both high as well as low temperatures. Both Sucralose (Sugar Free Natura) and Aspartame have excellent safety profile and are approved by US FDA amongst others.36 calories . Sucralose (Sugar Free Natura) is highly heat stable and can be used in a wide variety of preparations – desserts. Advantage of sugar free .
Market communication of sugar free:360 degree Brand Communication The company constantly wanted to effectively and efficiently connect with the target market. including flavours. without any loss in sweetness. and preservatives. increasing number of brand managers have been exploring and adopting 360° communication approaches to reach the target audience. lassi.. Now the . seasonings. In the recent times. coffee. Sugar Free Natura is ideal for cooking and baking.Ideal for cooking and baking Being heat stable. The brands can no longer depend on any one medium to productively reach the target consumer. toppings. ice creams.Ingredient Compatibility Sucralose (Sugar Free Natura) has excellent solubility characteristics for use in food and beverage manufacturing and it is highly compatible with commonly used food ingredients. It can be used for making a wide variety of preparations – desserts. . besides using it in other table top applications like tea. Over the last two decades. nimbupani and breakfast cereals. the market dynamics and consumer preferences have significantly changed.
etc. radio is today the new buzz and medium for mass communication. online games. In film Placement Company has also gone for Infilm placement in Chini Kum – A Sugar Free Romance –was an excellent idea. Sites related to health and wellness. Recent studies have shown that the online video market has been growing strongly. Digital Display . With numerous FM stations coming up in the metros and other big cities. As Sugar Free targets the working class executives and professionals. Internet advertisements can be in the form of banner ads. The marketers are gradually moving in the same direction to catch the consumers. so also the marketers.consumer is having many options. now the consumers have started to shift from electronic mail to instant messaging. That means the engagement level of consumers is improving all the time. INTERNET Having the property of vast reach and easy accessibility. sports and medicine can be targeted to display the ads. Such phenomena throw several opportunities for the brand managers to establish a stronger bond through engaging relationship with the consumer. For instance. internet can be the new age communication tool. Radio During recent year the radio has been rejuvenated as the mass media. surveys. email ads.
Such camps may lead to trials and repeat use of Sugar Free. They range from billboards and hoardings on buildings and roads to digital signs along the boundary of a cricket ground. The company is using these method to reach to the target customer. Doctors and health consultants. malls. and shopwindows. This is helping in generating awareness and interest among the targeted group of consumers. It no longer falls under the ethical drug category. and health trainers can be effectively used to convert non-users to users. but the health consultants can still advise their clients to use Sugar Free. and laser shows at social events. Digital displays have no boundaries as far as locations are concerned. . Sugar Free Fitness Camps Company are arranging fitness camps in association with fitness centres or private clinics and health centres. Sponsorship Company are also sponsoring in events like Mumbai and Delhi Marathons may bring desired results with comparatively less cost.Digital displays are the latest technologies used for advertising.
Sugar free gold. The rationale is that these proactive consumers have seen their friends and relatives suffering from the consequences of diabetics .000 doctor 70% of market share Rs55 for 100 tablet The major player in the market are like Sugar free. Bipasha basu ad. This is the risk that they are taking . the best ingredients give the clean sugar taste Price Distribution Market share 15-20% Rs 130 With the help for of Heinz 100 tablet Kalorie 1. Hence the product is positioned as a substitute for sugar ( to a certain extent). Zydus wellness 12 millions fitnessconscious customer in metro and in big city.infilm placement. Strong distribution channel with a specialized field force of over 3000 reaches 100. Equal and the new aggressive entrant Zero from Alembic. Mankind Pharma People suffering from diabetic Wasim Akram.Competitors of Sugar Free Brand and manufacture Equal. Rs60 for 90 tablet Targeting 10% of market share. The rationale behind this positioning is to create a positive image about this category.2005 Alembic Consumer belonging to 30-40 year. Promoted as ’livwlite’. brand ambassador (a Pakistani cricketer who is diabetic) Rs100 for 100 tablet Aggressive distribution Zero. US Target customer Mainly for diabetic patient Promotion strategy World’s No1. the consumers will hesitant to .Problem solution mode.000 chemists and 200. Towphase promotion. Hence will be looking for options to substitute sugar in their daily diet. 2000 Monsanto. These product are now basically targeting " Proactive " consumers who are health conscious and non diabetic. Tv as main medium Cheeni kum. If these brands are marketed as sugar substitute for diabetic patients.
Its strategy is clearly geared towards gaining market share at the expense of Sugar Free Kalorie 1.publicly buy this product. Equal Is another brand that is also using TVC for its communication. there is a positive perception towards this category. Is highlighting its zero-calorie benefit and leveraging the product shape and attributes to own this space. thereby triggering a new battle for margins and shelf space at the grocery stores. It is likely to put pressures on retail margins of all the key brands including Sugar Free. Zero Zero. with Heinz’s strengths in FMCG will penetrate in grocery channel and may be offered as part of bundle promotion with other fast moving product lines like ketchup. with Alembic’s support and a robust marketing communication investment plan. Its focus seems to be on building ‘product differentiation’ and generating a brand switch from Sugar Free and other available brands. is also likely to enjoy pharmacy’s support and this could lead to margin squeeze for Sugar Free. with a strategy very similar to Sugar Free. and positioning itself as a sweetener of choice for diabetic patients. . Zero is also going to target the proactive health-conscious segments. Mankind Pharma is known to have aggressive distribution and pricing strategies to establish its brands and is likely to adopt the same to establish Kalorie 1. Equal. But when these products are marketed as a healthy option to stay fit.
Bipasha is known for her fitness consciousness.e. and for being a fashion trend-setter and an icon of success. therefore. is a popular and admired cinema celebrity amongst the targeted segment. Company endorser strategy Company gone for actors such as Bipasha Basu.Sugarite. a good and workable choice as brand endorser/ambassador. the appointed brand ambassador for 2008. She is a role model for the targeted audience and is admired for her fit body and figure. Steviocal and etc Brands have not yet come out with any campaigns that are currently visible in the category. and generate enough knowledge among viewers. She is. as well as celebrity chefs like Sanjeev Kapoor and popular sweet mart owners for endorsing Sugar Free Gold and Sugar Free Natura respectively add immense value to the brand’s path from an unknown state to building a certain brand attitude. urban dwellers with a desire to lead a healthy and fitness-oriented lifestyle. Malaika Arora. Bipasha Basu. but are likely to be aggressive in their communication strategy either on point of purchase or on product differentiation. . The ad campaign with celebrities should be able to create awareness. i.. leaving them wanting more. Her endorsement will ensure top-of-the-mind awareness for the brand despite competitive advertising clutter.
has transitioned from a diabetes drug to a table. Sugar Free has acquired an addition to its image without altering the previous one. Brand progression of sugar free Phase 1 Duration Brand 1988-92 Sugar free Targeted Diabetic patient Positioning Ad and packaging Retailing promotion Ethical Below the Blue & Sold drug line white through clinical medical look shop Sweetener Above the Chemist preventive line Blue & :sold as white over the clinical counter look LowAbove the Vibrant Chemist. Moreover. At each stage. It is both an advantage and a disadvantage to be known as a brand that is born out of a pharmaceutical company. One of the ways to suitably alter the medicinal image of Sugar Free is to broaden its acceptance and consumption by relating it to its commodity partner.Brand extension of sugar free For the brand extension of its product company. It is important that consumers are made aware and educated of the differences between sugar and Sugar Free – just as salt and milk have transitioned from commodities to brands in the Indian market. and fitness partner are complementary. tabletop sweetener. the identities of a brand as a prescription drug for diabetes. A product that has a medicinal image has an implicit message to be consumed in prescribed quantity as mentioned earlier.top sweetener and then to fitness partner. calorie line yellow grocery sweetener colour stores 2 1993-99 Sugar free Diabetic patient 3 Post1999 Sugar free gold & Natura Fitness oriented customer .
However. and fitness are all a part of lifestyle. Key Targets: What should be Priorities? The key priority targets for the company should be the urban dwellers. They just want to look good. tapping the healthy lifestyle segment offers maximum potential for current and future brand development. increase in white collar office workers.and fitness-conscious. This healthproactive segment does not have any apparent health issue for which they are seeking a healthy and fitness-oriented lifestyle. particularly in case of adults with sedentary lifestyles and an indiscriminate consumption of sweetmeats and confectionery. and avoid any future medical issues and hence are keen for a healthier lifestyle. feel good. large young population. wellness. for whom health. rising diabetic population in India and some other country. and differentiating product attributes and delivering distinct consumer benefits. sedentary lifestyle. estimate projected India’s diabetic population to go up to 75 million by 2025. Focusing on diabetic population may lock the brand in a niche. Also increasing health consciousness among urban house-hold provides a good market potential for sugar free. with rapid urbanization. and the rate of diabetic patient are increasing day by day.Market Opportunity for sugar free Opportunity exist on several front-emerging trend on healthy lifestyle. . thus hindering the rapid growth that Sugar Free needs to protect its category leadership. It was seen that in the higher income urban households. and media environment that is making people health.
Such people are larger in number and would generally be the new entrants to the category. Health-related lifestyle activities have become their social currency. Sugar Free needs a strategic shift in its approach towards marketing and communications. It needs to become and be seen as a legitimate partner in supporting a healthy and fitnessoriented lifestyle. They are short on time and hence like to minimize their brand search time by opting to go with the most popular and/or reputed brand in the category. .They see themselves as part of the new and emerging trends and are brand-conscious in displaying a lifestyle that reflects such trends. It has to break the current mould of providing a solution to calorie reduction and change its brand perceptions in the larger context of health and fitness orientation. and a healthy and fit body is their fashion accessory. The Challenge: For having appeal to a large number of health-conscious and fitness-oriented consumers.
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