Project 1: Protinex

Market Opportunity Analysis

Segmenting, Positioning and Branding
Learner Name: < Maanuj Desai >
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.)
Answer 1
Segmentation Geographic: Semi Urban and Urban Areas being Tier 1 and Tier 2 cities

Demographic: Males and females across all age group with income between middle- and high-
income group.

Psychographic: People interested in a healthier and more fit lifestyle.

Behavioural: Regular consumption of this supplement and looks at it as a product that caters to all
nutrition needs.
Targeting Protein X follows a differentiated targeting strategy that caters to people across all age group and
to everyone in the family. It has different products for different needs.

Positioning Position shift is there in recent years:

- From illness to wellness
- From Reactive to proactive
- From pharmacy to supermarkets
- From old branding to new branding
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.
Answer 2
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.
Great Taste

Horlicks

Low Protein X High

Nutritional Nutritional
Value Value
In the perceptual map, X axis: Taste & Y axis: Nutritional Value
- Protein X with above average taste but great nutritional
value.
Ensure
The shift is definitely there in past few years:
- From illness to wellness
- From Reactive to proactive
- From pharmacy to supermarkets
- From old branding to new branding
Poor Taste
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]’.
Answer 3

Enter your response

85% of Indians believe that they are getting enough proteins whereas 80% of Indian diets are deficient in Protein. These results
in a lot of protein deficiencies and hence leading to health problems.

Protein X positions itself as a family nutrition brand and give a high nutritional value as it consist of protein, carbohydrates,
minerals and vitamins.

It wants to strengthen itself under the category of “Fitness”. It wants people who want to remain fit, consume their products
more as it is already doing good under the category of “illness” and “wellness”.

There are various myths and beliefs which protein x wants to break being, Indian get enough proteins in their daily meals,
Protein is only taken if there is deficiency of it or you are working out on a regular basis.

They have hence made a shift in recent years:

- From illness to wellness
- From Reactive to proactive
- From pharmacy to supermarkets
- From old branding to new branding

Protein x will continue to give Indians a healthier, happier and joyful life.
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.
Answer 4
Product: ILLNESS: Protein X original, Protein X Diabetic Cure and Mama Protein X
WELLNESS: Immunity boosters like Protein X tasty chocolate, Protein X Vanilla, Protein X Kesar Badam, Protein X Bites

FITNESS: Protein X Lite

Price: Their average price of a 400 g box is Rs 550.

Source – Amazon

Place:
Urban and Semi Urban areas being Tier 1 and Tier 2 cities

Promotion: Integrated Campaigns:

#SomethingIsMissing – Could there be something missing in your daily diet?
TVC showing lack of protein in daily food.
#DontMissOut – Bring out emotional aspects of not taking protein everyday.
TVC showing tiredness and fatigues due to lack of protein intake.
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.
Answer 5
Digital Content:
Email, Blog, Linkedin, Twitter, Instagram, Youtube, Facebook, Google. All these digital platform used.

Digital Devices:
Mobiles, Tablets and Laptops or Desktops.

Digital Channels:
- Company’s Instagram, facebook, twitter, youtube, linkedin pages along with company websites and blogs.
- Amazon, Flipkart, E-bay

Digital Metrics:
Top of the funnel – Traffic, Bounce Rates & session duration
Middle of the funnel – Social mentions and specific page/ product visits
Bottom of the funnel – Product Purchases