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  • CBBE Assignment Group 1

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    Amar Patro
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    This document discusses a plant-based protein shake product called Go-To Protein. It is aimed at the Indian market where protein deficiency is common. The shake is made from pea protein and contains added vitamins, minerals, and antioxidants. It comes in various fruity flavors and is easy to mix, carrying, and digest. The target market includes health-conscious Indians aged 16-40 in metropolitan and tier 1/2 cities who want a tasty, natural, and convenient source of protein without additives.

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    This document discusses a plant-based protein shake product called Go-To Protein. It is aimed at the Indian market where protein deficiency is common. The shake is made from pea protein and contains added vitamins, minerals, and antioxidants. It comes in various fruity flavors and is easy to mix, carrying, and digest. The target market includes health-conscious Indians aged 16-40 in metropolitan and tier 1/2 cities who want a tasty, natural, and convenient source of protein without additives.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    23 views9 pages

    CBBE Assignment Group 1

    Uploaded by

    Amar Patro
    This document discusses a plant-based protein shake product called Go-To Protein. It is aimed at the Indian market where protein deficiency is common. The shake is made from pea protein and contains added vitamins, minerals, and antioxidants. It comes in various fruity flavors and is easy to mix, carrying, and digest. The target market includes health-conscious Indians aged 16-40 in metropolitan and tier 1/2 cities who want a tasty, natural, and convenient source of protein without additives.

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    © All Rights Reserved
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    of 9

    PLANT-BASED

    GO-TO
    PROTEIN

    Plant-based pea-protein shake for


    everyone, anywhere, anytime.

    FRUITY FLAVOURS

    EASY TO MIX
    Identifying the Need:
    93% of Indians have a Protein deficiency and are
    unaware about daily protein requirements

    Source: (Protein Consumption in Diet of Adult Indians)PRODIGY

    FAT & CARB FOCUSED DIET


    Indian diet is super dependent on
    rice and wheat products and our
    daily diet is majorly driven by it

    LACK OF KNOWLEDGE
    Most Indians are unaware of
    the optimum protein intake
    needed in our daily diet.

    MYTHS
    A mis-belief works among
    Indians that protein plays
    major role for athletes, weight
    lifters or sportsmen.
    Problems caused by lack of Protein

    Low Immunity Slow Metabolism Insulin Resistance

    Mood Swings Joint & muscle pain Brittle and weak Nails

    Less Energy and Loss of muscles & strength Poor Hair Health
    higher fatigue
    Go -To Protein

    1 DELICIOUSLY 2 CONVENIENT 3 COMPLETELY


    REFRESHING Our Protein made solely from ORGANIC
    PROTEIN 100% Canadian Yellow Pea Our Protein is free from any
    Protein Isolate easily mixes additives or toxins and is
    Easy to digest and
    with water so you can get a made from completely
    delightfully tasteful, the
    protein boost without the organic raw materials. This is
    philosophy for Go-To Protein
    need for bulky shakers, as sustainable and green as
    is to blend nutrition with
    blenders etc. you can get.
    superior taste.

    4 ADDED BENEFITS 5 FUN FRUITY 6 MADE IN INDIA


    Fortified with antioxidants, FLAVOURS 100% homegrown & truly
    immunity boosters, Vitamin 9 fun and varied flavours. Indian.
    C, Magnesium & many other Fancy sour over sweet?
    superfoods , vitamins and Choose among Pineapple,
    minerals Watermelon, Kiwi, Guava and
    much more
    Demograhpics-
    16-45 years
    Pyschographic-
    Student, Homemaker,
    Geographic- Health and Lifestyle
    Working Professinal
    Segmentation Metros, Tier 1 and 2 cities
    SEC B1,B2 and A2
    Enthusiast

    Upper middle-Upper Income


    Groups

    Targeting 16-40 age consumers who are health conscious and keen on having proper balanced diet

    Juice like Protein Mix


    Available in different flavors No blender and shaker
    Differentiation Tasty and natural colored are required
    Plant based protien

    being used

    Positioning Value positioning Benefits and attributes positioning


    Customer Based Brand Equity Model (CBBE Model)

    Repeated purchase,
    affiliation and consumer What about you & me
    engagement. (Brand relationship)
    Resonance

    Great quality.Natural
    Fssai approved.Natural
    fruits and colours are
    fruits and colours are used.
    used.
    Feelings Judgement
    What about you
    (Response)
    Flavored protein packs
    Refreshing, Vegan protein drink Protein for everyone who values
    No added preservatives,Easy to carry and fitness, nature, nutrition, and
    digest Performance Image taste

    What are you

    (Meaning)
    A plant-based protein juice ideal
    for the whole family's nutritional
    needs.
    Salience Who are you

    (Identity)
    THANK YOU
    Presented by-
    B. Shalini
    Kiran Kannan
    Ladi Amarnath Patro
    Preyasi Baxi
    Purva Kabra
    Utkarsha Chaudhari
    Vibhav Parmar

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