protinex case study pdf download

ProtineX+Case+Study+(1).pptx

Project 1: Protinex aims to analyze the market opportunity for Protinex, a protein supplement drink, through segmenting, positioning and branding strategies. The document discusses segmenting the market based on geographic, demographic, psychographic and behavioral criteria. It also covers positioning Protinex compared to competitors on a perceptual map based on price and nutrition value. Developing a positioning statement frames Protinex as meeting protein needs for various target audiences. Finally, the marketing mix of product, price, place and promotion is tailored to shift Protinex from a prescription brand to an everyday nutrition option. Read less

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• 1. Project 1: Protinex Market Opportunity Analysis Segmenting, Positioning and Branding
• 2. Learner Name: < SWAPNIL >
• 3. Q1. Based on the details shared in the video, come up with various criteria based on which Protinex could do segmentation, targeting and positioning. Additionally, provide your rationale for it. Mention at least three criteria for segmentation. (Word Limit: 200 words for your entire answer) (Note: Only the segmentation part of slide 1 will be graded in this question.)
• 4. Answer 1 Segmentation Geographic: we have to target the people from the areas/cities where’s the life of the people are very busy and they can not take care of their health due to busy schedule like ,delhi,mumbai etc. And also target people form urban and semi urban area who are little bit conscious about their health. Demographic: Target the people who comes under higher income group or upper middle class family who can effort the extra supplement in their daily routine diet as well as such a gender ,group of people form particular age who requires healthy diet like working women's, growing child, etc Psychographic: we can target those people who are really concern about his fitness, or people who want to be fit Behavioural: target the people who regularly using protein or extra diet supplements to stay fit and healthy like athletes ,weightlifter etc And the people who wants healthy and tasty drink both Targeting Undifferentiated :- All the People who wants healthy life. Differentiated : All the people who regularly using healthy drink for their fitness. Niche:All who wants to try some new healthy an tasty drink. Positioning Positioning of the product should be like healthy drink and tasty drink at good price
• 5. Q2. Based on the information given in the video, how would you plot Protinex on the perceptual map? Have you seen any shifts in the last few years? (Word Limit: 120 words) You can follow these steps: What parameters can you differentiate on? Mention the 2 most important factors with regards to HFDs. These will act as the axes for your perceptual map. Create a perceptual map for the HFD players in India (You will have to show Protinex + competitors in the HFD sector). Add the image of your map in the solution ppt.
• 6. 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. HFD players in India- Proteinx ,Bournvita, Horlicks,Boost,complan & Powervita. We can differentiate HFD in two important parameters –Price and Nutrition value. 1.Proteinx is comes under category 1 - high cost and high nutrition value. It has higher cost and high nutrition value other than HFD available in market with zero added sugar. 2.Complan comes under category 2 –High cost and less Nutrition Value. It has higher cost than horlicks and bournvita but has less nutrition value . 3. Horlicks comes under category 3 –Low cost but High nutrition value It has low cost in compare to Proteinx and less nutrition value than protenix but higher nutrition value in compare to bournvita ,boost and complan. 4. Bournvita comes under category 4 – Low cost and less nutrition value. Bournvita has low cost and very less nutrition value in compare to all the other Product . Answer 2 1. Proteinx 2. Complan 3. Horliks 4. Bournvita ,Boost High Nutrition value No /less Nutrition value High cost Low cost * All in their original variant
• 7. Q3. Drawing insights from what you saw in the video, devise a positioning statement for Protinex. (Word Limit: 120 words) As a recap, the framework of a positioning statement is given below: ‘For [target market], Protinex is [frame of reference/competitive set] that [key benefits, unique value claim] because [reasons to believe, evidence]’.
• 8. Enter your response Proteinx can target to those people who are having deficiency of protein in their daily routine life and they are not aware of it. Like in video says 80% of the Indian population having protein deficiency and most of us having myth that we are having good protein in their daily routine. The diet we are taking are not sufficient to complete protein requirement as we actually needed, most of the protein that we take form food ,lost during the cooking of food . In India house wife's and working women's don’t have much time to take care of herself in that case they all are facing many health related problems in their life .By proteinx we can target to those people who are facing health issues and aware/tell them that they are suffering from protein deficiency . And by this product we can target to those people also that who want to be fit or already fit. Answer 3
• 9. Q4. Build your marketing mix to help Protinex shift from a prescription-based brand, to an everyday nutrition brand. You will have to mention the rationale behind each of these. As a recap, the 4Ps of marketing — Product, Price, Place, and Promotion — are distinct factors that marketers can influence in order to create a meaningful product or service and market it to a defined audience. Note: Please draft at least 30 -70 words for each of 4Ps.
• 10. Answer 4 Product: Proteinx is a high quality product for the people who are fit ,wants to be fit and who all are facing deficiency of protein Product is also for the people who needs rich protein in their daily life like athletes ,sportsperson, gym goers and working man, women and students.By the proteinx different variant like proteinx mama,proteinx diabetes care we can also target pregnant ladies and diabetes patients Rationale- a high quality and healthy product for protein requirement with zero added sugar. Price: Price range should be in range lower to higher so that every one and every person can effort it according to their needs. In India every one facing protein deficiency so the price range should be in in everyone’s reach. Rational:- HFD market is very big market and there are so many competitors are there so price should be in everyone reach. Place: Product should be sold on both offline and online platform .offline in mega store or big store like-bigbazar,easyday,megastore,spencers and online in its own website and flipkart,amazon etc with all the variants. Rationale- online and offline platform gives more customers attention and reach ,with offline and online mode gives customer more option and convenient. Promotion: For the promotion of such kind of product like Proteinx their should be a celebrity who is physically fit and famous sports person /Athlete. For promotion company organize sports events give sponsorship in mega events like IPL ,National Games etc. Rationale- Such kind of promotional activity create a good image and leave a good impact of customer mindset.
• 11. Q5. Now that you have finalised the marketing mix for Protinex, you have to create a digital marketing go-to strategy. You can use the digital marketing framework you learnt in DM Channels and Metrics module. You will have to identify the digital content, digital devices, digital channels, and digital metrics to track for Protinex, with the rationale behind each.
• 12. Digital Content: Digital content is that by which you reach online customers. For the Proteinx we can choose social media page Promotion and Display ads . Rationale- By social media page promotion we can specifically target fitness pages ,fitness group etc Digital Devices:Mobile,tablet,computer In today's scenario most of the mobile user having their social media account so by targeting we can easily reach to right tagert audience. Rationale- with the help of digital device we can easily reach the right audience at lower cost and in less time Digital Channels: Digital Channels is that medium we can reach our digital customers. Like-Facebook page,google,linkdin,Youtube,Tv commercial.etc Rationale- these channels are very effective by all these channels we can easily understand customers taste by like, click, views, reviews and share Digital Metrics: 1.Traffic Metrics –its will show how much engagement we got on that particular promotional activity. 2.Conversion Metrics- its will show how many customers visited and respond on link and buy the product 3.Revenue Metrics-It will show how much we spend to acquire particular customer and how many customers come back for further purchase or to purchase next product . Answer 5