NUTRITION BAR

CONTENTS

Customer behavioral
analysis
Introduction Data collection &
”H-Bar” results

Marketing Mix

Conclusion
Section I: Introduction
- Market Area 3-11
- Competition
- Industry review
- Product introduction

Section II: Data Collection and results 12-14

- Methodology
- Results

Section III: Customer Behaviors and analysis

- Behavioral analysis
15-19
- Preferences review
- Purchase patterns

Section IV: Marketing Mix

- Product
- Promotion
20-29
- Price
- Place

Section V: Conclusion
- Key strategies 33-44
- Appendix
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 NUTRITION BAR
Executive Summary

We are launching a new product i.e a nutrition health bar under the brand name Sofit by Hershey's India
Our product is called “H-Bar”, ensure good health

Section I: The report begins with an analysis of the market area in Section I, identifying key competitors as well as
the various segments encountered in the nutrition snack market in India. Secondary research show a exponential
increase in snack market in India. Further, trends indicate an inclination towards s healthy snacks in between meal.
From women to kids, millennials and household moms are focused to improve health and stay fit.

Section II: Through secondary and primary research, we have collected data from across the county. Our data
collection methods and results are explained in Section II. We conducted survey physically and through online
channels and conducted focus group discussion among our key customer segments

Section III: Post analysis of each customer segment, we analyzed consumption and behavioral patterns of our
potential customers. We looked into snacking patterns, awareness levels and willingness to pay for a healthy snack
like a nutrition bar

Section IV: Our final section includes marketing strategies to be used to promote and advertise our product. We have
inculcated strategies across the 4Ps of marketing mix: Product, Price, Promotion and Place

Section V: We have concluded our report we key success strategies and details of our primary research in the
appendix

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 NUTRITION BAR

INTRODUCTION

3
 NUTRITION BAR
INTRODUCTION

H-Bar

• With the widespread awareness about health and fitness, eating healthy has
become prevalent on consumer’s priority list. While some consumers prefer to
eat three big meals a day, there is a changing trend towards eating 5-6 small
meals a day which includes small snacks in their daily diet.

• Keeping that in mind, it’s our mission to make snacking healthy with H-Bar by
SoFit. H-Bar is a crunchy, nutritional go to snack made from natural and organic
ingredients with no preservatives.

• Busy morning schedules, a bunch of to-do chores, rushing to get to office and of
course the snoozed alarm which never woke you up; you might have all the
reasons to skip the most important meal of the day – Breakfast. But are you
aware if you skip your breakfast, you not only miss out on the energy kick but
also the plenty of nutrition that could help you throughout the day?

• Packed with the goodness of fiber, protein SoFit H-Bar a mix of healthy multi-
grains like rolled oats, and corn flakes, along with almonds, raisins, walnuts and
assorted seeds. Instead of overdosing consumers with pure protein, the protein
squeezes include fruit, chocolates and other ingredients for what we call a more
complete protein - as well as the taste. The beverage has zero cholesterol and is
100% vegetarian.

• This power-packed breakfast will keep you fuller for longer without adding
unnecessary calories to your body! It is also available in three flavors – Oats and
Honey, Chocolate Chip, Berries and Nuts.

• We plan to launch the product SoFit “H bar” with special attention to health
products aimed at nutrition-savvy consumers. Alternatively of attempting to fit into
specific trends or appeal to the uber- health- obsessed market, SoFit H Bar will
fall somewhere on the spectrum between "health master" and "family pleaser”

4
 NUTRITION BAR
INTRODUCTION Market Area
The Indian Nutrition Market 130 29%
• Nutrition bars market in India is projected to grow at a CAGR of over 29% till 2020
97.5
• The country’s nutrition bars market is growing on the heels of rising health concerns and improving
consumer lifestyle, primarily of the expanding middle class households.
65
• Segment wise, cereal bars continue to dominate and account for more than three-fourth of the country’s
nutrition bar market
32.5
• 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
0
• The overall health and wellness food products segment crossed Rs 10,000 crore sales mark in 2015, 2015 2020
according to a report by Nielsen
• Tier I and Tier II cities in India have been expected to grow in terms of consumption in the snack segment

Traditional snacking model Modern snacking model

Breakfast Lunch Snack Dinner Breakfast Snack Lunch Snack Dinner

India Packaged Foods - Market Size and growth rates
Shift in Consumer consumption trend
• Low per capita consumption, rising income levels, changes in consumption patterns
and demographic changes (younger population and more working women) is
expected to drive significant growth for packaged foods category in India
• The fastest growing subcategories among packaged foods category include
breakfast cereals, juices, savory snacks, edible oils, confectionery, and ice cream
• Snacking habits are expected to grow as consumers shift to more frequent, smaller
meals and on-the-go eating as they are increasingly seeking guilt free indulgence
• In urban households, rising penetration of freezers and microwaves is enabling
consumption of Ready to Eat/Cook products
• Number of occasions to consume food have also risen particularly in urban areas
owing to change in lifestyle and health consciousness with 6-8 small meals a day

5
Source: India Nutrition Bars Market Forecast and Opportunities, 2020, September 2015, TechSci Research, Link; Euromonitor, J.P. Morgan; Health foods market crosses Rs10,000 crore in revenue, The Economic Times, September 2016, Link
 NUTRITION BAR
INTRODUCTION
Trends
• Introduction of smaller and more affordable packs is bringing more packaged food categories within the reach of price Smaller food portion
sensitive consumers in semi-urban and rural regions. Small packs further allow the option to experiment with new products
without spending much

• Rising health consciousness has led to emergence of health focused foods, which command higher pricing and better
Rise of Health & Wellness
margin; people are becoming conscious of what they eat and are willing to pay a premium for healthier products segment
• Snack bars grew by 13% in value terms in 2016 to reach INR287 million. Within this, cereal bars grew at 12%, while
energy bars grew at 14%. Energy bars growth was driven by health- conscious consumers, including people who exercise
Snacking is a big
regularly to maintain body fitness consumption trend
• Region-wise, south India dominated the India nutrition bars market in 2014, and the region is forecast to maintain its
dominance during 2015 – 20 “On the Go” food
• Food companies are actively launching new products, flavors, pack sizes to make people consume more ‘On the go’ food
which is available at convenient and affordable prices

• Brands are employing techniques like providing free samples of biscuits/snack bars with milk or coffee at exhibitions
and trade fairs to raise awareness

• Nearly, a one-fifth of the eating occasions are out of home (OOH) and within that nearly 50% is accounted for by the
working population during early evening

• Eating out with friends or colleagues from the workplace accounts for nearly half or 43% of the out of home consumption

Challenges Small/regional players have

significant market share
• Domestic players like Britannia, ITC, Dabur and Patanjali leverage customer insights and customize their products
according to local tastes and preferences ; through this they can reach a wider customer base even in the rural areas
and offer wide assortments
• Categories like diary, grains, bread and oils have limited scope for larger or foreign brands to penetrate as the
domestic players have significant market share
• A lot of consumers, particularly women, think of nutrition bars as protein bars for body builders or energy bars for
serious athletes only
• The challenge isn’t just adding protein, but making the protein taste good
• Another major challenge before the manufacturers is to position their brands in such a way that they standout in the Perception
cluttered shelf space challenges

Source: India Nutrition Bars Market Forecast and Opportunities, 2020, September 2015, TechSci Research, Link; Euromonitor, J.P. Morgan; Health foods market crosses Rs10,000 crore in revenue, The Economic 6
Times, September 2016, Link; Healthy mornings, indulgent evenings characterize Indian consumer: IMRB, Dec 2016, Link
 NUTRITION BAR
INTRODUCTION

Competitive Structure: On- the- go food products

Salted snacks, biscuits, beverages and instant noodles
CHOCOLATES BISCUITS CANDY CHIPS
TEA
NUTRI BAKED SNACKS ICE
BISCUITS MILK CREAM Rite Bite Yoga Bar
JUICE
NUTRITION POPCORN CAKES
SMOOTHIES BARS
CHIPS YOGURT
BERRIES NUTS CEREAL JUICE Kellog's Nature Valley
COOKIES ENERGY DRINKS FLAVORED MILK

• The salted snacks market has been growing 25% a year, and smaller players have been fueling category growth as much as the bigger ones like PepsiCo, ITC and Haldiram’s. The snack industry
moved to nutrition snacks 2013, and came out with products like assorted nuts (Haldirams), mixed berries (Pro nature), coco cranberry bars (Natures basket) and so on
• India Biscuits Industry is the largest among all the food industries and has a turn over of around Rs.3000 crores. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost. The
states that have the largest intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh.
• The biscuits and cookies industry in India, valued at INR 145 billion (~USD 2.41billion) in FY 2014, has been growing at a CAGR of ~10% over the last three years. ValueNotes estimates that the
industry will be worth nearly INR 279 billion (~USD 4.65 million) by FY 2019, growing at a CAGR of ~14%
• Urban India is the key growth driver for naturally healthy beverages. With lifestyle diseases and conditions such as hypertension and diabetes experiencing an exponential rise in the country, an
increasing number of Indians are opting for healthier options, such as NH fruit/vegetable juice, fruit-based drinks and nectars. These factors led to growth for naturally healthy beverages like Tropicana
and Real in India in 2015.
• Core brands like Coke and Pepsi are reformulating with fewer calories or replaced with revamped versions of new diet drinks such as diet coke, Pepsi zero, Mountain dew kick start, Minute maid and
many more
• The instant noodles category in India was, in a sense, created by Nestlé with the introduction of their Maggi brand in mid-1980s.
• Competition in instant noodle category has intensified with players such as GlaxoSmithKline (Horlicks Foodles), ITC (Sunfeast Yippee noodles), Capital Foods and Hindustan Unilever launching new
products in the market.Private label brands such as Tasty Treat by Future Group (Big Baazar retail chain) have also been launched an it is expected that many more private label brands may hit the
market. With the industry shift towards nutritional consumption the instant noodle industry also have products made of oats, atta and raagi.
• The instant noodles market is estimated at ~INR 2200 crore (USD 402.7 million) as of 2013 and is projected to grow at a healthy annual rate of ~15% over the next few years.
7
Source: Neilson | Instant noodles | Biscuits- Link | Snacking | Beverages
 NUTRITION BAR
INTRODUCTION

Competitive Matrix (2*2)

Mass Market
• Sofit bar is a product for the masses and we have a
varied target segment for it and is very healthy .
• Kellogs lies also in the healthy spectrum but its
targeted at a niche segment which is Urban Woman. Yoga Bar

• Nature Valley is a global brand that is trying to target

the masses , but is not seen as a super healthy
snack. H- Bar
Nature Valley
• Rite Bite is associated more with the chocolate flavor
and consumers see it more of a chocolate/desert than Chocolate-y Healthy
a Health nutrition bar .
• Yoga Bar is our major competitor for us as it is also a
very healthy snack with no preservatives and is
directed towards the masses. Kellogs

Sofit Bar has an edge over Yoga bar as it is Rite Bite

healthier comparatively and has better and a vast
variety of flavor’s to target the masses. Also we are
a fine balance between Granola and protein bars
that works in our favor.
Niche Market

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 NUTRITION BAR
INTRODUCTION

Diffusion Curve
Analysis

Young men & Men & Women

women/ Kids (age 25-40)
Older
and teenagers Men and
Athletes Millennials Women

early innovators early adopters early majority late majority laggards

Diffusion Curve
Diffusion research examines how ideas are spread among groups of people. Diffusion goes beyond the two-step flow theory, centering on the conditions that increase or decrease the
likelihood that an innovation, a new idea, product or practice, will be adopted by the consumers
Innovations are not adopted by all individuals in a market at the same time. Instead, they tend to adopt in a time sequence, and can be classified into adopter categories based upon
how long it takes for them to begin using the new product.
Adoption of a new product is caused by human interaction through interpersonal networks. If the initial adopter of an innovation discusses it with two members of a given social system,
and these two become adopters who pass the innovation along to two peers, and so on, the resulting distribution follows a binomial expansion.

Diffusion Curve of Sofit H Bar

• The innovators or the people who will start using the product asap will be the Athletes or gym goers

• They are very much into health & fitness, and have the disposable income to spend on new nutrition bars. They are most optimistic with regard to fitness

• This will be followed by the early adopters who are the Millennials
• These are young people who are ambitious and busy in life but want to stay healthy and fit

• Then it will take some time for H Bar to reach majority with kids, teenagers and young adults adopting it and later followed by men and women of the age group 15 -40 years
• These are less likely to be ‘health optimists’, and as such are more likely to adopt the product after it has become mainstream

We have also taken our competitors into account here.

Nature Valley is already widespread and is at its late majority stage.
RiteBite re-launched with new flavors after hitting decline with its previous bar
Yogabar and Kellogs are both still trying to move ahead and move towards a majority in the market but it’s a long way ahead for them
9
 NUTRITION BAR
INTRODUCTION

Porter’s Five Force Model

Bargaining power of buyer:

• Bargaining power of buyers is

Threats of New Entry: Moderate
high
• Switching costs are moderate
• Health Bar market is a sector of
• Brand loyalty need time to
potential growth and many FMCG
develop.
Brands each year try to approach
• customer preferences changes
this market
with trends and availability

Industry Rivalry: high

Existing competitors like nature

valley and yoga bar have a
considerable share in the market
selling similar product.

Bargaining Power of Suppliers :

Moderate Threats of Substitutes:

• Quite limited suppliers of good • People switch to other substitutes

quality natural and organic like digestive biscuits, juices,
ingredients. health drinks which are easily
• Also organic raw materials are accessible
expensive which adds on to the
cost of the final product. • Growth of fast food market

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 NUTRITION BAR
INTRODUCTION

Porter's Five Forces for Nutrition Bar Market analysis is a framework for analyzing the key forces prevailing in the market like level of competition within an industry, supplier and
buyer forces in order to develop a apt business strategy for penetration and growth. It draws upon industrial organization economics to derive five forces that determine the
attractiveness of an industry

Threats of New Entry : Moderate

• Health Bar market is a sector of potential growth and many FMCG Brands each year try to approach this market. as there is a considerable shift in the eating habit of people. They are switching from
unhealthy snacking to healthy eating and therefore nutrition bar being a healthy, convenient and fuss free product has become an attractive market for many FMCG brands.
• The granola/ nutrition bar market is expected to grow at 35 per cent to reach ₹150 crore in 2018-19. Every year number of brands are attempting to enter Nutrition bar market as there are less existing
brands which gives lesser competition making it a favorable market for hefty profits.
• Also, international players like snickers and Mars which have already entered nutrition bar market can also be a great threat for the domestic player.

Bargaining Power of Suppliers : Moderate

• There are Quite limited number of suppliers that provide standard good quality natural and organic ingredients so there is not much of a scope for a good bargain with the ingredient dealers.
• Also organic raw materials like nuts, cereal and seeds with high protein are very expensive which adds on to the cost of the final product.
• The shelf life of these ingredients is shorter as they are organic which impacts the storage and transportation cost from the suppliers to the factory.
Industry Rivalry : High
• Nutrition bar industry has many existing players like nature valley, yoga bars, rite bite etc. that have a hefty market share. there is a huge competition as all the brands are selling similar products giving
more options to the consumers making it difficult to sustain the competition.
• 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. Besides
Naturell, General Mills, Nouveau Medicament and Xterra Nutrition are the other players in the market.

Bargaining power of buyer : High

• More options are available due to number of opponents therefore Bargaining power of buyers is high.
• customer choices swap as there is not much of a difference between the nutrition bars of different brands and the all serve the same purpose making Switching costs are moderate
• It takes time for a customer to become habitual and adhere to one product and establishing brand loyalty need time to grow.
• Trends and availability the product has an immense impact on customer preferences changes with regards to the consumption patterns and can change from one brand to the other.
• Buyers also swap there preferences because of the pricing of the product For E.g. if they found a much inexpensive alternative there might be a shift in there selection of purchase.
• Also our product involves switching costs for most our consumers
• Switching cost is what a consumer incurs as a result of changing brands, suppliers or products. The switching costs for nutrition bars are not only monetary in nature but also psychological in
nature, consumers have to put in extra effort- and time to follow a specific healthy routine. The product specifications, production quality, innovation and purchasing cycle is closely tied to the
current buyers preferences to minimize switching costs and lock-in.

Threats of Substitutes : High

• There are many conventional snacking options which people usually buy from grocery stores etc People switch to other substitutes like digestive biscuits, juices, health drinks which are less expensive
and easily accessible.
• Taste is also a massive factor which affects the customers opting for substitutes. Consumers have a traditional mindset about nutrition bars being tasteless and so people don't opt for nutrition bars.
• Also, growing fast food culture because of increasing social life adds on to the growth of junk food market which attracts more unhealthy eating that shifts attention from healthy eating acting as a
substitute to nutrition benefit snacks.
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 NUTRITION BAR

DATA
COLLECTION
& RESULTS

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 NUTRITION BAR
DATA COLLECTION
& RESULTS

Survey (online and physical data collection)

1. A relevant Questionnaire and Online Survey was used to identify customers attitudes and level of awareness regarding Nutrition Bars available currently in the market.
2. It helped identify existing customer needs with respect to Nutrition benefit snack, options accessible in the market and helped to formulate a suitable marketing mix.
3. Through online survey we could collect information which will helped us establish clear and effective marketing strategies for implementation of the product. Also factors that influence the purchase
decision and select a preferable Distribution channels to target the potential customers. And the value customer would place on the product
4. Online survey helped us obtained the exact figures of what percentage of people are willing to buy a health benefit snack the questionnaire consisted of questions regarding how did the customer
know about nutrition bars and how often are the used to consuming nutrition bars.
5. Also to know the level of competition from other brands and what is the unique selling preposition of other brands in the market. With regards to the availability of the products we could understand
how are we supposed to distribution and market our product.
6. The questionnaire also help us understand other factors that a new age customer wants to in like usage of all organic ingredients, quality of packaging and the customization and assortment the
customer demands.We also understood the over all brand image so fit as a brand holds and the product quality it needs to deliver.

Survey results:
1. 85.6% of participants snack of hunger, where as 25% participants snack for nutrition and 14% for weight management
2. Kellogg’s and nature-valley are amongst the most consumed nutrition bars in the market currently
3. With respect to the availability 62.2% consumers usually prefer buying nutrition bars at departmental grocery stores
4. Also, 42.1% of customers like crispy and crunchy bars where as 24.6% customers like butty and chocolaty nutrition bars
5. The price range the highest number of people are willing to pay is between INR 20-30

Focused group
1. A focused group discussion was conducted with four major segments like millennials, women, kids and athletes. to understand customer perception according to the groups and add more
qualitative value to the research.
2. To gain an in depth understanding of consumer behavior and to how it affects there snack consumption patterns.
3. To identify the customization and assortment we could account that would further help our research and designing of the product as per customer preferences.
4. To identify on a root level segment wise how the customer is willing to switch for unhealthy snacking towards healthy lifestyle and there readiness to pay for the product.

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 NUTRITION BAR
DATA COLLECTION
& RESULTS

Focused group results:

As per the segments targeted for the research i.e. millennials, women, kids, athletes the overall outcome we obtained is as follows:

1. Millennials:
• For Millennials convenience and less time consuming snacks are the top most priority so they prefer on-the-go snack as they have time constraints and high
working pressures which gives them very less time to indulge in cooking and eating full course meals. They are inclining towards a healthy and balanced lifestyle
Millennials • Women and Men of the same age group also have different motivations to consume nutritional snacks. While both want to be healthy and look fit, men usually eat to
substitute working out and women for weight management and therefore they replace meals
• Mostly Millennials purchase nutritional bars from the nearby grocery stores. In this highly competitive market, they tend to easily switch brands or products to try
something new as they constantly look for the next best thing. They are highly guided by social media on what to eat and how to maintain a healthy lifestyle
• Millennials priorities nutritional value, taste and brand reputation over packaging and portion size. They are willing to pay a premium for health benefits of a product

2. Kids & Teenagers:

Kids &
• Taste was a number one priority for kids followed by Quality.
Teenagers • 33% do not indulge in healthy food as they perceive it to be bland and boring.
• 100% agreed on chocolate being their favorite flavor
• There is a distinction between teenagers (67%)and kids (33%) for price as teenagers are on pocket money and for kids their parents buy their snacks
• Kids do not consider organic ingredients as a criterion for their purchase

3. Women:
• We have found that 90% of the participating women have consumed nutrition bars or at least tried them majorly for weight management and fitness.
Women • after a focused group discussion we have come to a conclusion that the most important aspect for women is nutritional value and quality of the ingredients.
• Also women are more specific about the price and want it in a pocket friendly budget. Taste is partially important as they consume it for the fitness aspect.

4. Athletes:
• 70% participant perspective of a nutrition bar is that the bars contain sugar in it. This group of people look keenly at the nutritional value a product has to offers.
• 50% don’t prefer nutrition bars is because it is not easily available to them and priced too high. The only time they don't mind consuming nutritional bars is when they
are trekking or traveling
Athletes 14
 NUTRITION BAR

CUSTOMER
BEHAVIORAL
ANALYSIS

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 NUTRITION BAR
CUSTOMER BEHAVIORAL
ANALYSIS
Customer Segmentation
Why Snack? • Nielsen Global Survey of Snacking, reveals that 67% of Indians are consuming snacks instead of breakfast and 56% are
replacing dinner and lunch each with snacks
70 • The survey was conducted across 30,000 online consumers in 60 countries; further insights were on reason to consumer
snacks were:
- 43% consume for nutrition - 76% consume for energy boost
52.5
- 75% consume for enjoyment - 75% consumer for satisfying hunger between meals

35 67
56 • According to the survey conducted by Nielsen, 75% of children surveyed in the five metros consume unhealthy snacks, especially
before dinner. Mumbai leads this trend with 95% of the children in the city bingeing on pre-dinner snacks compared to 93% in Delhi
17.5

0 • Recent studies also indicate a trend towards healthy snacking with increasing number of young and affluent adults in urban
REPLACE BREAKFAST REPLACE DINNER centers seeing long-term value in maintaining a healthy lifestyle that includes healthy snacking
• 97 per cent of young and affluent Indians prefer to snack on almonds, fruits and other dry fruits when they are happy; whereas
30 per cent of people tend to snack more when under stress, even when they are not hungry
What Snack is preferred?
• In recent years consumer demand for more snacking options has grown globally and Millennials have led the charge to take
70 healthy snacking mainstream
• With high-stress levels and no time to consume full meals, the concept of nutrition available on-the-go is appealing and
convenient to the millennials
52.5

• About 80 percent of urban Indian working women in the 25-45 age group are fat because of and changing food habits, a
survey by a health organization has revealed.
35 68 68 70 • Women have special nutrient needs, and, during each stage of a woman's life, Nutrition bar is a good option as they're
57 61 healthy, provide lasting energy and are packed with vitamins and minerals women need
55
17.5
• Special sports foods such as sports bars and liquid meal supplements can provide athletes with a compact and convenient
way to consume carbohydrate and protein when everyday foods are unavailable or are too bulky and impractical to consume
• Protein supplements, high-protein bars and amino acid preparations are among the biggest selling sports nutrition products
0 • In very long events, sports bars, gels and everyday carbohydrate foods provide an additional source of carbohydrate for
FRESH FRUIT CHOCOLATES COOKIES/BISCUITS variety and extra fuel intake

Women Men

16
Source: Better-For-You Snacks: The New Snacking Reality, PDF Report, April 2017, Young adults go for healthy snacks, almonds and fruits preferred: Survey, HT, July 2016, Link; Nutrition for Athletes, PDF Report
 NUTRITION BAR
CUSTOMER BEHAVIORAL
ANALYSIS
Gap between those who think healthy attributes are very important and their willingness
to pay a premium price for them*
Important Willing to pay a higher
price
1
• Millennials are working individuals aged between 23-35 years. People
under this category often have time constraints due to work load and wish
1

to consume snacks that are on-the-go and need no preparation hassles

and time
1

100%
75% • Millennials also feel the need to be healthy in order to work extra and look
fit at the same time.
0

Millennials 0

• During, our focus group discussion it was established that all participants
think healthy snack is very important, On the other hand only 75% of them
are willing to pay an extra premium for such health attributed in a product

• 70% of the kids and teenager feel the need to consume healthy snacks
1

and in order to gain energy.

70% • But only 57% wish to pay an extra premium, These are the children who
Kids &
0

57% are not given any monthly pocket money but are those who are given such
0

healthy snacks by their parents

Teenagers 0

• When asked to spend a premium through their personal pocket money,

kids and teenagers were unconvinced

All athlete participants feel healthy ingredients are of the primmest

1

•
1
importance but only 67% are willing to pay extra
1

100% • Athletes usually substitute high priced nutritional bars/way protein with
67% natural protein and energy giving foods like eggs, fruits, juices and even
0

soy milk
Athletes 0

100%
Women agree to how important nutritional value is in any snack and are
1

•
1
willing to consume nutritional snack as part of their daily diet but only 13%
of our participants agreed to pay an extra price for it
1

• Women also tend to miss out on daily nutritional values needed for they
0

13% well being and due to work or family environments do not tend to put in
extra effort for themselves
Women 0

*Percentages are based on average responses by 125 participants for 8 attributes 17

 NUTRITION BAR
CUSTOMER BEHAVIORAL
ANALYSIS
What consumers want?
CRUNCHY CHOCOLATY FRUITY NUTTY
13.6%

38.4% 38.4%

65.6%

• Our analysis of over 100 consumers across India, shows that 65.6% of the consumers prefer crunchy snacks and crunchy texture in nutritional bars as well

While heathy quotient is predominant in todays lifestyle, consumers are not

willing to compromise on taste and texture either. Consumers have exhibited Brand name 66%
frequent change in the consumption of snacks due to tastefulness and texture

• Consumers do not prefer fruity nutritional bars as they associate fruit flavors
with high sugar content and also prefer fresh fruit consumption Taste 90%

Quality of the product is most important attribute considered by the consumers

before making the purchase Quality 97%
• 96% consumers focus on quality of the nutritional bar before purchasing it,
which can be assured through perceptions regarding brand name, price and
ingredients of the product Package 40%

- 66% look into the brand name of the product

- 82% check for the ingredients of the bar whether they are organic or not Organic Ingredients 82%

- 57% consider price of the product as its quality determining factor

Nutritional Value carries value to consumer who lay importance on healthy and Portion size 70%
fit lifestyle

• 94% consumers consider the nutritional value of the nutritional bar/snack Price 57%
Taste is also another very important attribute defining the consumer purchasing
patterns
Nutritional Value 94%
• 90% look into taste of the bar and repeated purchases are related to their liking
towards the taste
0% 25% 50% 75% 100%
Consumers 18
 NUTRITION BAR
CUSTOMER BEHAVIORAL
ANALYSIS

• Customer Preferences among nutritional bars in between nature valley, Ritebite, Kellogs
• Motivation to consumes is also varied among the age group, gender and lifestyle
and Yoga bar (existing makes players)
• Women consume nutritional bars primarily for weight management or/and for additional
• Most consumers, 25.8%, have never consumed nutrition bars and hence become our
heath supplement
potential target customers
• Men seek nutritional bars to gain extra energy, to sustain high exercise schedules in
• Further, when we analyze which competitor is the most preferred in the market, we got
gyms and look fit
Kellogg's and Nature valley which were preferred by 19.5% of the participants
• Children like snacking only to satisfy their hunger; the mother decides what snack is to
• Rite Bite is preferred by 12% of the participants whereas Yoga bar is preferred only by
given/made, therefore their snacking preferences are guided by their mothers or other
10% participants
family members
• Other bars consumed by 13.% participants include Max Protein, Millete and Amway
nutrition bars

120%

17% 0.26

90%
19%

0.195
Weight management
5% For Nutrition
66% Replace meals
60% For hunger
0.13 25.8%

19.5% 19.5%
30%
0.065 12% 13.2%
10%

0% 0
Motivation Yoga Bar Rite Bite Nature Valley Kellogs Never consumed Others

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 NUTRITION BAR

MARKETING MIX

20
 NUTRITION BAR
MARKETING MIX
Product

Oats and Honey

Serving size 1 bars (21g)
Nutritional Facts:

Chocolate
Serving size 1 bars (40g)
Nutritional Facts:

Nuts and Berries:

Serving size 1 bars (35g)
Nutritional Facts:

21
 NUTRITION BAR
MARKETING MIX
Production Process

MANUFACTURING UNIT- PUNE (Outsourced)

Company Depot State Level

Institutions/ Chain Retailers Wholesalers Rural Retails

Urban Retailers (Direct/ Indirect) Rural Retailers (Direct)

Raw material flow: Plant Machinery: Plant sourcing:

- Primary packing- Laminated rolls

• Cold Slab Conveyor • Mycoplast, Chennai
Vendor/ Supplier of raw materials
• Cooling Tunnel
• Nuts/ Honey / Chocolate Layering - Secondary Packaging- CBBs (Cardboard Boxes)
Receiving and Inspection • J Tech Park, Bangalore
• Slitter and Spreader Assemblers • Unikube kartons, Bangalore
• Ultra-Sonic Bar Cutter
Factory • Toppers We are outsourcing our manufacturing to a manufacturing unit in Pune which
• Specialty Stringers will not only bring down the overheads but also save us from all issues
concerning hiring workforce.
Production/ Manufacturing We will still have full control over quality and we have full time manager on our
pay roll who take care of each aspect of the manufacturing process.
Logistics
Once the manufacturing is done it is then transported to theTier I cities from
company depot in Pune:
Warehousing • Delhi - By train/road
• Mumbai - By road
• Chennai - By road
• Kolkatta - By train/road
22
• Bangalore- By road/train
 NUTRITION BAR
MARKETING MIX
Product Concept Plan

• H- Bar’s success, is, like many others in the nutritional food industry, dependent on its ability to build a strong brand image in order to differentiate itself from its competitors.
The in-depth focus group and survey highlighted that nutritional value was of significant influence in determining the purchase.
• Furthermore, it was found that the consumers would like to have nutritional bars at very purchase point, they would like it to be of an affordable price and would also like
different sizes and packs for on the go food consumption.
• The product concept and H-Bar’s branding thus aims to integrate these consumer needs. When creating H-Bar’s product concept model.

Generic
The core of the figure above, generic benefit, refers to what is essentially being bought - to satisfy hunger and as an extra source POTENTIAL
of energy.
Expected AUGMENTED

The next ring, expected service, refers to what the consumer expects of the product such as a nutritional snack, helps with weight
management, creates a healthy life style, easy to carry, easily available, affordable price and last but not the least a source of EXPECTED

energy.
Augmented
GENERIC
The next element of the model is augmented service, and this is where H-Bar will be able to differentiate itself from its
competitors. H-Bar USP are :
The H-bar is a snack bar which balances the difference between the nutrient value of a granola bar and a high protein bar. It is
not a granola bar nor a high protein bar. As per the focus group conducted, our target audience would love to replace
desserts which are high on sugar with our chocolate flavoured nutritional bar which contains chocolate at its purest form.
Apart from the flavour and nutritional value this product is also a value for money compared to its competitors as has zero
artificial flavours or preservatives added in it and it is going to be available in different sizes, packs of 6 and 12 which will make it
easier for consumers to carry and store while they are traveling.

Hence, H-Bar’s brand image will be that of a snack bar which provides instant energy, a balanced diet, easy store and carry for a
much reasonable price than its competitors. H-Bar will strengthen this brand image with the various marketing campaign that
highlights a healthy living.
Potential
The final ring of the production concept model, potential service, refers to future augmentations and how H-Bar can continue to
augment its services in order to further delight the customer. H-Bar is entering the nutritional bar market at a time where there is a
need for it but the value of the product is not showcased well to the customers and it is also not easily available to them. This will
mean that the product offering that H-Bar provides will be quickly adopted.

Indeed, both relative advantages (discussed previously), and compatibility, whereby the branding and product offering are
consistent with consumer needs, suggest that H-Bar will be successful and will be adopted by consumers. However, as more
competitors enter the market, H-Bar will need to maintain its differentiation from them. This can be achieved via regular effective
communication pieces through different communication channels. (Further recommendations are in the marketing mix.)
23
 NUTRITION BAR
MARKETING MIX Promotion

• The key to product adoption for H-Bar, awareness is the key. Consumers feel the need to snack healthy but are unaware of the options available in the market
• Even though word of mouth is the best way to improve sales and create following, we have initiated social media marketing and awareness campaigns to
change the snacking preferences of consumers in India, we have launched three marketing initiatives

BMI Kiosk
• Through our survey, we concluded that maximum consumers buy nutritional bars from nearby
Are you grocery store shelves. Therefore, with an aim to increase customer engagement, we are launching
a Kiosk machine in leading grocery stores across Tier 1 cities like New Delhi, Mumbai, Bangalore
healthy? and Chennai
• “Are You Healthy?” kiosk will request consumers in retail stores to fill in their age, weight
and height and will calculate their BMI (body mass index) for them. Along with the BMI slip,
they will also get a free sample of the nutritional bar to promote fitness and a healthy
lifestyle

Health Mascot
• To create health awareness among the masses, a health mascot will be created. The mascot
will be a healthy, fit person who proves to the general public as to how consuming nutritional bar
twice a day can make them healthy and fit
• The mascot will be promoting and marketing our product across parks to people
exercising and jogging, in gyms to people who work out regularly and in schools &
colleges to promote the value of fitness among kids and young adults

SoFit App
#SnackBetter
• We are preparing to launch SoFit health app which will monitor health,
Social media marketing: #Snackbetter
fitness levels, sleep and eating habits of our consumers • To further create awareness and get people to switch from traditional snacks we want

• Through app, we aim to gain maximum information of our consumers

to create buzz around the fact that there are better and more healthy options available
and should be consumed as part of everyone’s daily diet
and re-target the most health conscious customers
• Thus, social media marketing will play a crucial part at the product introduction stage.
• With app data, we will be able to create customer segmentation
We wish to trend #Snackbetter idea to the people across the country
organically and create brand awareness
• “Choose a better snack” and our tagline “Ensure good health” will be placed across
• With a health app, healthy drink and nutritional bar as our products, we
grocery stores shelves to stimulate the need to buy healthy snacks and replace
will be able to create a brand image and a perception of associating
existing unhealthy options like chips, maggi, canned juices etc.
SoFit with health
• We will also approach bloggers to promote benefits of our product through their
webpage
24
 NUTRITION BAR
MARKETING MIX

1.The 1% Or Less Sugar Social Marketing Campaign

Campaign: The "1% or Less Sugar" social marketing campaign is designed with the aim to create
awareness about importance of 1% sugar in body among athletes as 70% of the participants doesn’t
consume nutrition bars as it contains sugar.. The idea behind creating campaign is to create awareness
among such people about the misconception they have regarding sugar in nutritional bars.
Message: Sugar is important to boost energy level
Medium: The campaign includes news stories and advertisements on television, radio, and in
newspapers; supermarket shelf labeling to draw attention to importance of sugar.
For this we can tie up with gyms by setting up a separate section for H-Bar and also making them
aware about the importance of sugar in it. We can have print-ads displayed in waiting area of Hospitals,
clinics, chemist shops to draw importance of 1% or less sugar.

2. The Health Run “H-Run”

Campaign: Marathon and other athletic activities will be promoted and sponsored to create awareness
about the product and associate the product with fitness and health. During the marathon we will also
sample/ distribute H-Bars to the contestants as it gives the consumer quick energy before the run! Post
the run the participants will also be given So-fit drinks. This will help the participant rejuvenate post the
run
Message: By Participating in marathon people will realize the importance fitness through consumption
of nutritional bar and the event is to be able to sell both our products as one package that offers the
participants a pre and post run satisfaction. This event is to build a strong brand image of (So-fit + H-
Bar) being the best in nutritional snack segment
Medium: To create an event on Facebook for the Marathon so that it reaches a large number of people
and also to make aware about the Brand’s DNA. The face of H Bar, i.e John Abraham will post a video
for the upcoming marathon which he will lead.. We can organize some pre events and engage into
offline promotional activities.

3. Health Box: During our launch phase, we will give away one H-Bar along with the purchase of
the So-fit drink in a heath box to promote consumption of both the nutritional products together for best
health results. This will be an add-on/ bundling promotional strategy.

25
 NUTRITION BAR
MARKETING MIX Price

• Penetrating Pricing: We aim to launch our product keeping in mind the existing market competition and
the willingness of our consumers to pay
Package Size
• We will be using a price lower than the existing competitors to penetrate the market and attract
consumers
• We also wish to keep the pricing dynamic and change the packaging over a period of time based on our
acceptance in the market
Pack of 12
19.8%
Single Pack: Rs.30/- Pack of 6: Rs.160/-
In the pack of 6 we will offer a variety of flavours
Single Pack
46.8%

Pack of 6
33.3%

Pack of 12: Rs.320/-

In a pack of 12, we will
launch a pack
containing 12 pieces of
a single flavour

70

• Pricing is another important phenomenon when we analyze purchasing patterns in consumers. 57% consumes 53
feel price is an important attribute they consider before making the purchase.

Consumers
• Consumers who do not regard price are those who are willing to buy a healthy snack irrespective of its costs
whereas, majority seem to switch to other cheaper options for the same type of product 35
65
• Amongst the market competitions a price war is created and they all wish to differentiated their product either to 56
different flavors or providing economic packs of nutrition bars

• In our survey and focus group discussion, we asked our consumers about what price are they willing to pay for a 18
nutrition bar and we got the following results: (based on an average) 25
- 45.5% are willing to pay Rs.20- 30
- 38.4% are willing to pay Rs.30-40 0
Rs. 20-30 Rs. 30-40 Rs. 40-50
- 17.1% are willing to pay Rs. 40-50 Price Range 26
 NUTRITION BAR
MARKETING MIX Break-even Analysis

Units Sold Total Cost Total Revenue Margin/unit Margin Cost

(All figures in
Rupees) 0 100000 0 4 0
Unit Variable Cost 1000 116000 30000 4 4000

Direct Material 4 2000 132000 60000 4 8000

Indirect Labour 2 3000 148000 90000 4 12000

Variable Manufacturing Overhead 2 4000 164000 120000 4 16000

Variable Selling and Administration Expense 8 5000 180000 150000 4 20000

Total Variable Cost 16 6000 196000 180000 4 24000

7000 212000 210000 4 28000

Fixed Manufacturing Overhead 80,000 8000 228000 240000 4 32000

Fixed Selling and Administration Expense 20,000 9000 244000 270000 4 36000
10000 260000 300000 4 40000
Total Fixed Cost 1,00,000
11000 276000 330000 4 44000
Selling Price 30
12000 292000 360000 4 48000

Break Even
400000

300000
292000
276000
260000
244000
228000
200000 212000
196000
180000
164000
148000
132000
100000 100000 116000

44000 48000
36000 40000
28000 32000
20000 24000
16000
0 0 4000 8000 12000

-100000
0 3000 6000 9000 12000

Total Cost Total Revenue Margin/unit Margin 27

 NUTRITION BAR
MARKETING MIX

The break-even point formula is calculated by dividing the total fixed costs of production by the price per unit less the variable costs to produce the product.

Break Even Point in Units = Fixed Costs

Sales price per Unit – Variable Cost per Unit

Since the price per unit minus the variable costs of product is the definition of the contribution margin per unit, you can simply rephrase the equation by
dividing the fixed costs by the contribution margin.

Break Even Point in Units = Fixed Costs

Contribution Margin per Unit

Fixed costs – 100000

Sales per Unit – 30
Variable Cost per unit – 16

Hence,

BEP = 100000
30 – 16

= 100000/14

= 7142 Units.

Hence, our break even is at 7,142 units. 


After achieving this break even point , the additional units that are being made is profit for the company.

28
 NUTRITION BAR
MARKETING MIX
Place
Channels of distribution

We will have a depot at state level from where the packaging goes to a local distributor. These
distributors will then ensure that our product is available at various retail outlets, whether it is super
market or a Kirana shop Others
12.9%
Chemists
The shortlisted distribution channels after our survey conducted: 10.9%

• 62.6% of our survey participants purchase via grocery stores

• 12% of the participants buy through other modern traders such as retail outlets
• 10.9% participants buy it from chemists (Institutional trade)
Grocery stores
• 8.2% through online stores like amazon Online channels 62.6%
• 5.4% of participate prefer to buy from recreational centres like gyms to give them instant energy 8.2%
before workouts
Gyms
5.4%
General Trade:
Kirana & Provisional Stores

Institutional Trade:
Airlines, Hospitals, IRCTC and Education institutions. Awareness mediums

Modern Trade: Dietician

14.0%
Foodhall, Reliance fresh, Big Bazar, Natures Basket, Nilgiris, More

Sampling activities in:

In our survey when we asked the consumer as to where they heard about nutrition bars, on an average Others
30% said that they have seen bars on the retail store shelves and made a purchase. They mostly find 30.2%
them at check out counters (impulsive buying and trying) and on shelf spaces (which creates curiosity)
Newspaper ad
20.9%
Sampling in metro cities like Delhi, Mumbai, Kolkata and Chennai.
1. Super markets
2. Recreational centres (Gyms / Yoga centres/Zuma centres)
3. Before Marathons and feedback after marathons

Gym instructors
18.6% Magazine articles
16.3%
29
 NUTRITION BAR

CONCLUSION

30
 NUTRITION BAR
CONCLUSION

Key Success Strategies

Consumers today search for better, healthier and smarter snacking options that fit their lifestyle and specific needs
We as manufacturers aim to leverage this trend and further promote health and fitness among people

More Awareness About Health/Wellness Claims

• Social media is the most important source of information today, especially among youth. People learn what to eat
and why to eat through social media channels
• To create trend in the market and develop a brand perception, we will leverage the reach of social media to promote
our nutrition bar
• We as manufacturers have to focus on our brand image and the kind of association we wish to create i.e. ensure
good health through social media marketing

Greater Transparency About Ingredients

• Packaging labels are a key source of information for consumers. Extensive advertising of the benefits can
persuade
• Sofit follows a transparency policy where we wan to educate and inform the customers about the ingredients,
manufacturing and other components of the product
• Purchasing decisions are highly susceptible to the understanding and knowledge about the product therefore,
we have to make sure consumers don't feel that the product is complicated and has too many complex
ingredients
• Consumers understand nutritional values and want to have the best available and we have to make our
products according to their perceived value of nutrition

Growth Of Retail
• Due to increased grocery stores in Tier II as well Tier III cities product reach has widely expanded
• Customers tend to visit and purchase maximum grocery from a retail outlet like Nature’s basket, Big Bazaar
etc. and targeting customers under one roof has become easier and more direct
• Sales promotion and awareness campaigns across retail stores will stimulate buying among customers
• We especially want to associate our existing product line i.e. Sofit nutrition drink with the nutritional bar and
promote sales of both as a whole package of health

31
 NUTRITION BAR

THANK YOU

Amandeep Kaur Dhanoa

Eeshan Saxena
Kalpika Ghate
Rishuta Karthikeya
Riya Tolani
Yashvi Varaiya

32
 NUTRITION BAR

APPENDIX

33
 Survey

Survey
Name:
Gender:
Age:
__________________________________________________________________________________________________

1. What according to you is a snack? (eg: instant noodles, tea/coffee, biscuits, popcorn, juices, nutrition bars, cereal, etc.)

2. How many times in a day do you snack?

3. Why do you snack?

• Replace meals
• Hunger
• for nutrition
• weight management

4. What is your go-to-snack?

5. Have you heard about nutrition bars? If Yes, From where?

• Gym instructor
• Online channels (Instagram or Facebook)
• Advertising (TV, magazines or newspaper)
• Dietician Family or friends
• Others:

6. Have you consumed or would like to consume nutrition bars as part of your daily diet? Why?
• Kellogs
• Yoga bar
• Ritebite
• Nature valley
• Others:
7. Where do you usually purchase nutrition bars from? (eg: chemists, gyms, online channels, grocery stores, grocery
apps, etc.)

8. What according to you is an ideal package size for nutritional bars?

• single piece
• 30-pack
• 12 pack
• Other:

9. What flavour or type of nutrition bar would you prefer/like?

• Oats and Honey
• Coffee and Almonds
• Choco-chip
• Mixed berries

10. How much price are you willing to pay for a nutrition bar?
• Rs.20-30
• Rs.30-40
• Rs.40-50

11. Which of the following aspects do you consider important when buying a nutritional bar/snack?
Attribute Important Not important

Brand name
Taste
Quality
Packaging

Organic ingredients
Portion size
Price
Nutritional value

12. So-fit, the nutritional drink, launches a nutrition bar would you to interested to buy it?
• Yes
• No
 Focus Group Analysis

Nutritional bar consumption: “Millennials”

For this study, we have included millennials and working professionals of age groups between 25-35 years. These professionals work in MNCs and usually work 10-14 hours 5-6 days a
week
To study more about the qualitative measures while consuming nutrition bars, this focus group discussion has been conducted
- Moderator: Amandeep Kaur Dhanoa
- Group participants:
1. Dhruv Bhatia: Analyst, JPMC, 26 years
2. Aayush Chabbra: CA & Assistant Manger, Finance, BPCL, 29 years
3. Amitesh Sharma: Associate, Alvarez and Marsal, 28 years
4. Sanchit Garg: Associate, Standard Chartered, 27 years
5. Palak Kapoor: Consultant, Accenture, 25 years
6. Mili Gloria: Senior Analyst, KPMG, 26 years
7. Rahul Verma: Team Lead, KPMG, 32 years
8. Vasundhra: Retail Manager, Coffee Day, 31 years

Q1. What is your go-to snack and Why?

- Usually, participants prefer on-the-go snacks as they need no preparation and are ready to eat. Due to time constraints, they prefer to eat while traveling to work or alongside working. They prefer
any food item which is handy, can be eaten with one hand and is easy to take-away/carry. Therefore, the most preferred snacks are nuts, biscuits, namkeen, fruits and tea/coffee
- They seek snacks to gain energy, sustain working hours, manage hunger and sometimes consume a healthy snack like sprouts/fruits to remain fit at the same time

Q2. Have you ever consumed nutrition bars? Why? Your motivation to consume?
- All the them had tried different nutritional bar like Yoga bar, Kellogg's Bar but have also tried other nutritional snacks like nutri-biscuits, soy milk etc. They usually switch nutritional snacks or products
due to lack of taste development
- For men, the motivation to consume is driven by the need to look fit and lack of time to work-out for it; Due to long woking hours, they miss on work-out or exercise routines and wish to remain fit
and healthy so changing snacking habits seems the most convenient option
- For the women, the motivation was primarily driven by weight management and extra nutrition over and above their daily diet. Also the lack of time for food preparations they preferred to replace
meals with the bars

Q3. From where do you usually purchase nutritional bars? Why? What portion size you purchase?
- Most of the people, buy nutrition bars from the nearby grocery or supermarkets as part of their monthly/weekly grocery. Usually, they seek multiple packed or different flavored pack at a discounted
price.
- They have often compared prices online on amazon and have bought it from online channels but have faced issues regarding product availability in smaller packs and received expired or near to
expiry products
- They all prefer buying it themselves by checking expiry dates, ingredients and flavors on the shelves of the grocery stores
- They also want to visit the store to check out new launches and offers on various products, if any

Q4. From where did you hear about nutritional bars? What mediums guide your purchases?
- Social media influence: They all agree that they look into reviews online or on social media of any particular product and look for people for whom it had previously worked. They do this to gather
more information about the product like when to eat, how much to consume in a day, which brand is most common among people, positive or negative reviews regarding the bar and the brand
- Friends/Colleagues: through word of mouth around work people tend to inculcate certain eating and lifestyle habits. Two of the participants started to consume nutrition bar as a fellow “fit” colleague
told them how it worked for him.
- Gym instructors/Dietitians: Vasundhra consumed it for weight management and was referred to by her Dietician. Others were also referred to by gym instructors who motivate people for nutritional
supplements like way, soy milk and nutritional bars
- Interestingly, 80% of them have further influenced their younger siblings, who look up to them, as well other family members, who are less aware, to constitute a healthy snack in their respective
lifestyles. They wish to make a change back at home as they are more aware and exposed to newer nutritional snack segments
Q5. Most important attribute while purchasing a nutrition bar? Why? What else do you prefer in a certain nutritional bar?

Attribute Important Not important

Brand name 6 2
Taste 8 0
Quality 6 2
Packaging 4 4

Organic ingredients 4 4
Portion size 2 6
Price 2 6
Nutritional value 8 0

- For all of them, nutritional value and taste was most important
- Additionally, they prefer good brands who are known for good quality products in the market and are willing to pay an extra price to purchase high quality products
- Packaging and portion size seem less important to most people as they purchase based on nutritional value and taste preferences. On the contrary, a combined pack of 12 bars or a
combined pack of different flavors at a discounted rate is preferred by them
- Organic ingredients are not important to 50% people, who believed they didn't mind any artificial supplements as long as they are getting desired results. Most want to focus on being healthy
and looking fit. The other 50% debated that without organic ingredients, the purpose of a healthy lifestyle can be defeated and cannot be sustained for long. They were also willing to pay a
premium for such products
- They further prefer simpler ingredients as they are not aware of the all benefits of the ingredients. They prefer brands who fully disclose the actual usage of the ingredients. They prefer brands
known for good quality products

Conclusion:
- Millennials prefer on-the-go snack to time constraints and high working pressures which gives them very less time to indulge in cooking and eating full course meals
- Millennials are inclining towards a healthy and even while going out with friends, they prefer to eat healthy and non-fried meals
- Women and Men of the same age group also have different motivations to consume nutritional snacks. While both want to be healthy and look fit, men usually eat to substitute working out
and women for weight management and therefore they replace meals
- Mostly Millennials purchase nutritional bars from the nearby grocery stores. In this highly competitive market, they tend to easily switch brands or products to try something new as they
constantly look for the next best thing
- Millennials are highly guided by social media on what to eat, when to eat, how will it effect them and so on and look unto healthy people around them for inspiration and advice
- Millennials priorities nutritional value, taste and brand reputation over packaging and portion size. They are willing to pay a premium for health benefits of a product
 Nutritional bar consumption: “Women”

For this study, we have included women of age groups between 25-35 years. These women are housewives and working class.
To study more about the qualitative measures while consuming nutrition bars, this focus group discussion has been conducted
Moderator: Kalpika Ghate and Riya Tolani
Group participants:
1. Kavita Rathod- Business
2. Sushma Ghate - Graphic Designer
3. Supriya Kharwal- Chartered Accountant
4. Sonali Khanolkar- Housewife
5. Sonia Rao- Company secretary
6. Fredilla Rebello- Housewife
7. Sheena Karwa- Housewife
8. Manisha Rathi- Human Resource Manager

1. What is your go to snack ? Why ?

Most participants prefer go to snack as tea/coffee, snacks and nuts, biscuits, and Maggie or packed fruit juices like tropicana and Real as it is very convenient and also easily available
at home and falls under there taste preferences.
They seek snacks to gain energy.

2. Have you ever consumed nutrition bar?What is your motivation to consume nutrition bar?
50% of the participants consume nutrition bar for weight management they consume nutrition bar for energy before workout as suggested by Gym Instructor and the others prefer
nutritional snacks like digestive biscuits, protein powder and nuts.
- The main motivation of participants was the weight management and to sustain energy.
- Also participants believe that they have a very hectic schedule and so want to switch to something convenient snack and easy.

3.Does your snacking preferences depend on your family or not?

All of the participant have agreed that there snacking preferences depend on there families and they do take an extra effort of preparing healthy snacks when all family members want to
have it

Participants who are home makers they do encourage healthy snacking to there kids and prepare healthy food for tiffins but women with busy careers aren't able to spare
more time on preparing meals
4.Where do you usually buy nutrition bars ?
Participants usually buy nutrition bars at departmental grocery stores in packs as they are not available at chemist and small shops.

5.Do you check nutritional value behind the product while you purchase ?
Participant agree that they do not usually check nutritional value while making a purchase, but they do make sure that they avoid products with high cholesterol
level

Attribute important not Important

Brand name 7 1

Taste 4 4

quality 8 0

Packaging 4 4

organic ingredients 8 0

Portion size 2 6

Price 7 1

Nutritional value 8 0

CONCLUSION: Women :
• We have found that 90% of the participating women have consumed nutrition bars or at least tried them majorly for weight management and fitness.
• after a focused group discussion we have come to a conclusion that the most important aspect for women is nutritional value and quality of the
ingredients.
• Also women are more specific about the price and want it in a pocket friendly budget. Taste is partially important as they consume it for the fitness aspect.
 Nutritional bar consumption: “Athletes”

For this study, we have included working professionals, home makers and students who are passionate about fitness and are regular gym-goers. The age group varies from 18 years to 45 years. To
study more about the qualitative measures while consuming nutrition bars, this focus group discussion has been conducted

Moderator: Rishuta Karthikeya and Eeshan Saxena

Group participants:
1. Probir Roy - Team Manager Shipments India, 25 years
2. Sahil Soni - F&B Executive, 23 years
3. Dimpy Kaur - Home maker, 45 years
4. Nina Jayanth - Entrepreneur, 43 years
5. Samruddhi- BBA student, 18 years
6. Anubhav Krishna : Actor, 31 years
7. Purva Dixit : Filmmaker, 29 years
8. Hansa Singh: Actress, 35 years
9. Sahil Singh: Model, 25 years
10. Rohit Reddy, Entrepreneur, Ex – Investment Banker, 36 years
11. Siddharth Rohira, Student, 22 years

Q1. How many hours in a day do you exercise and how many days in a week do you exercise?
- All the participants exercise at least an hour per day, with a combination of cardio plus weights. They exercise regularly at least 6 and sometimes even 7 days a week.
- They usually do not tend to skip their exercise regime at any cost.

Q2. What is your go to snack/ beverages and why?

- Any food with high protein and most of them follow a high protein diet.
- Snacks and beverages like almonds, black coffee, Soya milk, coconut water/ milk, fresh fruits (juices also), high protein cheese. Some of them also have dry (suka) Indian snacks, digestive biscuits,
dark chocolates and nutrition bar.
- Their snacking patterns are modified because of their working out and exercise timings and patterns i.e. before more strenuous activities they consume nutritional snack for instant energy
- Given the erratic work and travel schedule of the participants, on-the-go wholesome and nutritious snacks are the most preferred.
- The participants are very conscious of the quality, quantity and timings of their meals.
- They usually consume cold-pressed juices, granola bars, protein bars, nuts, fruits, oatmeal, green tea, black coffee, almond milk, greek yoghurt, eggs etc. Some of the participants follow a strict paleo
diet.
- The participants however admitted to indulging in a cheat meal once a week. Cheat meals for the participants varied from street food like chaat, vada pav, pav bhaji to pizza and pasta.

Q3.Do you consume nutrition bars? Why ?

Not too often, they prefer to consume nutrition bars mostly then they are traveling/ driving as its easy to consume.

Q4.Where did you hear about nutrition bars?

Grocery Stores nearby like natures basket, big bazaar, nilgiris and more.

Q5.What kind of nutrition bars do you prefer and why?

Granola- instant energy bars
Q6.Which brand do you prefer?
Ritebite, Nature Valley, Nilgiris Millet

Q7.Which flavour do you prefer?

- The participants have consumed most of the nutrition bars available in the market namely Nature Valley, RiteBite, Yoga Bar, Kellogg’s Bar, AMAI bars etc.
- They mostly prefer high protein, gluten free, granola and microbiotic nutrition bars.
- They prefer nutrition bars as it is easily available and has a convenience factor, small – sized (so as to control portions to avoid over eating)
- They consume it as a meal replacement or as a snack in between meals.
- Top preferred flavors amongst the participants are Cranberry, Raw Chocolate, Almond, and Cinnamon.
- Their most preferred flavour or ingredient is oats, nuts, berries, sunflower seeds and sometimes they also consume flavours like chocolate, chocochip and brownie as desserts in stead of ice- creams,
milk chocolates and so on (replacing one part of the meal)
Q8. Do you prefer to have a nutritious diet or you don’t mind a balance? And does your family do the same? Any one else in your family who exercises and follows a nutritious diet?
- Most of the participants conform to the fact of healthy eating as a lifestyle instead of a phase.
- They enjoy life while keeping in mind balance and nutrition.
- They inspire their families to incline towards and adopt their healthy and nutritious way of living.
- Family member like Wife, Cousins, siblings, husbands most of the time would like to stick to a nutritions diet
Q9.Where do you buy nutrition bars? What portion size you purchase?
- Majority of the participants purchase nutrition bars over the counter from nearby malls, supermarkets, food speciality and local grocery stores
- Some of the participants resort to online purchase (who make monthly purchases) but mostly all of them unanimously agreed to visiting the stores in person as they are always on the lookout for newer
and healthier options available and always willing to try them out.
- Owing to the unpredictable work and travel schedule of the participants, they usually buy nutrition bars in bulk / wholesale packs and prefer stocking their weekly / monthly requirements during each visit
to the store.
Q8. Do you prefer to have a nutritious diet or you don’t mind a balance? And does your family do the same? Any one else in your family who exercises and follows a nutritious diet?
- Most of the participants conform to the fact of healthy eating as a lifestyle instead of a phase.
- They enjoy life while keeping in mind balance and nutrition.
- They inspire their families to incline towards and adopt their healthy and nutritious way of living.
- Family member like Wife, Cousins, siblings, husbands most of the time would like to stick to a nutritions diet
Q9.Where do you buy nutrition bars? What portion size you purchase?
- Majority of the participants purchase nutrition bars over the counter from nearby malls, supermarkets, food speciality and local grocery stores
- Some of the participants resort to online purchase (who make monthly purchases) but mostly all of them unanimously agreed to visiting the stores in person as they are always on the lookout for newer
and healthier options available and always willing to try them out.
- Owing to the unpredictable work and travel schedule of the participants, they usually buy nutrition bars in bulk / wholesale packs and prefer stocking their weekly / monthly requirements during each visit
to the store.

Attribute Important Not important

Brand name 8 4

Taste 10 2

Quality 12 0

Packaging 4 8

Organice Ingredients 10 2

Portion size 7 5

Price 9 3

Nutrition 12 0
- For all of them, nutritional value and quality is of utmost importance.

- Packaging and brand name seem less important to most participants as they purchase based on nutritional value and quality of the bars.

CONCLUSION: 


- 4 out of 6 perspective of a nutrition bar is that the bars contain sugar in it as most of the competitor ingredients have mentioned brow sugar- syrup or 1% sugar in their ingredient list. E.g Nature valley
and Rite bite (Refer image below for reference)
- This group of people look keenly at the nutritional value a product has to offers.
- 3 out of 6 don't prefer nutrition bars is because it is not easily available to them and priced too high. The only time they don't mind consuming nutritional bars is when they are trekking or traveling.
- Trekking because it boosts energy levels and traveling because its easy to carry and that one bar is self-sufficient (They don't have to carry a lot of other snacks with them as the nutrition bar gives them
a mix of oats, nuts, dried coconut, dark chocolate, etc.

Important points from the focus group:

1. Right brand positioning is very crucial because our target consumers also have a negative image of sugar content in the nutrition bars which disrupts the purchasing decisions.
2. Ads campaigns should talk of why this 1% sugar is needed for the body or give valid reasons for the 1% sugar in their product.
3. They would like some variety in the flavours offered
They are not able to buy it easily as its not easily available to them hence most of them buy it online or in hyper markets like natures basket, big basket, big bazaar, Nilgiris in bulk for the week
or two weeks.
4. They would like to have it available in most grocery store to able to buy them more frequently in lesser packs.
5. Since most of the nutrition bars are sticky like yoga bar they would like to also have a wet tissue attached to it. But bars like Nilgiris which are dry are self-sufficient.

Nutritional bar consumption: “Kids & Teenagers”

For this study, we have included kids and teenagers of age groups between 12-18 years.
Background of students: All participants are students with a strong financial background. These participants spend about 6-8 hours in their schools on an average.
About 56% carry their food from home and the remaining 44% get the meals from the school. These schools are taking the students health into consideration and advancing towards healthy meals from
Monday- Thursday whilst junk food is only allowed on Fridays.
Moderator- Yashvi Varaiya
Group Participants:
- Dhvanit Doshi- Age- 16, Jamnabai Narsee International School
- Jeel Shah- Age- 15, SVKM International School
- Sayyam Daga- Age- 16, SVKM International School
- Ayush Chanda- Age- 17, Garodia International School
- Riya Venugopal- Age- 15, Garodia International School
- Isha Shah- Age- 13, Garodia International School (twin of Ishika Shah)
- Ishika Shah- Age 13, Garodia International School
- Vaidehi Patel- Age- 12, RBK International School (younger sibling of Mahek Patel )
- Mahek Patel- Age-18, Podar International School
- Sanya Shah- Age 13, RBK International School
Question-

1)When you think about snacks or go to snacks, what is the first thing that comes to mind and Why?
- Most participants prefer on the go snacks or snacks that are quickly available. The mothers or their cooks usually prepare their daily snack. The participant’s daily and persistent snacks were biscuits, Lay
Vada Pav, Maggie Noodles and Popcorn
- The most frequent response to the reason why was Because it is tasty with a majority 90% followed by Quick to Make and Easy Availability.

2)What do you eat when you’re out with your friends or family? And what are the possible reason behind your choice?
- 100% of participants binge on unhealthy snacks like Pizza, Pasta, Fries being most common.
- 100% of participants agreed on Taste being an important reason again.

3) Have you heard about SoFit as a brand? If yes, what do you infer from this brand?
- All of them have heard about SoFit and consumed the product.
- 67% inferred SoFit to be a nutritious and healthy brand while the rest 33% inferred SoFit to be to be a tasty milk

4) Do you eat healthy food? If not, why don’t you consume it?
- 67% like and indulge in healthy food, especially home-made food.
- The reasons for not consuming healthy foods were bland taste and expensive.

5)Who influences your food eating habits?

100% said that friends influence their eating habits for reasons like as they spend a lot of time with them and similar choices.

6) Kindly rate the following criteria from 0-10, with 0 being the lowest and 10 being the highest

Attribute Important Not Important

Brand Name 9 1
Taste 10 0
Quality 10 0
Package 5 5
Organic Ingredients 8 2
Portion Size 5 5
Price 6 4
Nutritional Value 7 3
For all the participants, Taste and Quality was most important
- Price was more important to teenagers (67%) compared to the kids (33%)
- Brand Name was important to a certain extent for all of them.
- Nutritional Value and Organic Ingredients was least important to the participants.

7) If SoFit were to launch a nutritional bar would you purchase it? And if yes, what flavours would you want them to launch.
- 100% said they would
want to try the snack primarily for the taste purpose.- The most common flavours were chocolate being the majority followed with peanuts, blueberry and other berries.

8) Does Advertisement play any important role in your daily choices?

- 90% agreed only if their favourite celebrities were endorsing it.

Conclusion:
-For all the participants Taste was a number one priority followed by Quality.
- 33% do not indulge in healthy food as they perceive it to be bland and boring
- 100% agreed on chocolate being their favourite flavour
-There is a distinction between teenagers (67%)and kids (33%) for price as teenagers are on pocket money and for kids their parents buy their snacks
- All the participants do not consider organic ingredients as a criterion for their purchase