Project 1:Protinex

Market Opportunity Analysis

Segmenting, Positioning and Branding
 Answer 1
Segmentation Geographic: City: URBAN areas are most active in consuming Protinex.

Demographic: Age: 18 & Above

Gender: 70% are male in comparison to female who consume Protinex.

Psychographic: People who are weak and thin use protinex, Health conscious person prefer it, gym Freak
is also use this drink. People who understands the need of supplement consumes
Protinex.

Behavioural: Some person wants their body fit, generally people denies it because not having proper
knowledge about supplements but accept it after recommended by Doctors.
Targeting In the past, Protinex consumption was largely driven by consumers over 35 years of age. Today, the brand attracts a
younger group of consumers. We see a trend of youngsters becoming more aware about their health as the
reason for this shift in Protinex becoming a 'younger brand’.
Hence the basic target audience of protinex is the people who has less confidence due to underweight.

Positioning Protinex recently started the campaign #SomethingMissing which #SomethingMissing surprised viewers with a unique
media innovation, with multiple silent Ad spots during super prime time on leading news channels on 21st & 22nd July.
Hence the Protinex is positioned as the Protein expert to partner daily diet for the entire family.
Answer 2

Enter your response. You may also draw the perceptual map with pen and paper and add an image of the same.

We can differentiate Protinex with other Protein drinks on 3 Parameters- Price, Protein & Fat content.
On Y-axes, I have plotted high price(yl) and Low price(y2).
On X-axes, I have plotted High Protein/Low Fat(xl), and Low Protein/high fat (x2).
Protinex is in quadrant 1 as it has high protein 31.4%, fats 12.5%, and Price 37 rupees/serving.
Ensure in quadrant 2 as it has protein 15.27%, i.e. less than Protinex, fats 8.75%, and Price 64.2 rupees/serving.
Bornvita is in quadrant 3 as it has protein 7.7%, fats 2.29%, and a Price of 8.2 rupees/serving.
Horlicks Protein-plus is in quadrant 4 as it has protein 34 g, fats 4.2 g, and priced 31.25 rupees/serving.
In recent years, with the entry of Protinex, Ensure lost its relevance as Protinex is not only cheaper than Ensure but it has more
nutrition and less fat as compared to Ensure.

Y1

Ensure Protinex
High Protien
Low Protien X2 X1 Low Fat
High fat
Bournita Horlicks Protein plus

Y2 Low Price
 Answer 3

Enter your response

In India, 8 out of 10 people have a myth about the powder supplements that are present in market. They have
this theory that all the protein powder are made up of synthetic chemicals which will be get accumulated the
body if consumed.
They have another misconception with their diet. According to Indians, whatever they consume like a bowl of pulses
and a chapatti gives them the essential nutrients to keep their body fit and healthy. We can use this as a targeting point
provided with facts and data. Other the other hand people would prefer non veg food items with respect to protein
powder so this can be used as that we cannot consume chicken, egg or sea food on a daily basis as it requires lot of
cooking time and being a student and a working person cannot devote their much time to these. It can also be used to
target those people who want a healthy version of themselves and who are fit they can also use it tom stay fit and
healthy.
Protinex can target the people who are unaware of their daily diet and protein being a major deficiency in their diet.
 Answer 4
Product:
Our product Protinex is a high-quality end product for the people who want to maintain their body weight and stay fit & healthy. It can also be
included in the daily diet of every family member to allow them to have a protein-rich diet.

Price:
It can be marked from a medium to high range so that more people can purchase it to make themselves fit and healthy.
NOTE- Low priced product are perceived to be of low category and Protinex is a high value based product providing nutritious diet to people and
allowing them to stay fit.

Place:
Both offline in stores or at gym and online platform like amazon, Flipkart and the fitness product selling sites the product can be sold. NOTE-
Online platform is now being by customers widely and offline stores can be used to attract more customers as products are visible and can
influence buying decisions of a person. P

Promotion:
The product can be endorsed by famous sportsperson and celebrities.
NOTE- As people admire sportspersons and celebrities and follow them because of their fitness and workouts. They are interested in knowing
whatever they do to stay fit and healthy.