Project 1: Protinex

Market Opportunity Analysis

Segmenting, Positioning and Branding
Learner Name: Abhijit Sharma
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:
• Urban and semi urban areas
• Tier 1 and tier 2 cities
Demographic:
• Gender: Male & female both
• Age: 18 to 60
• Income group: Middle, upper middle & high income group.
Psychographic:
• Interest: Healthy living, fitness freak & people who follow healthy diet
• Lifestyle: Social & busy
• Activities: Sports, gym & yoga
Behavioural:
• Usage: For daily usage
• Benefits: Regular supplement, Nutrition.
Targeting Protinex targets 3 different categories like:
1. Illness: Targeting the people who seek product for their heath condition or by a doctor’s
recommendation.
2. Wellness: People who seek product to avoid losing on their roles and responsibilities.
3. Fitness: People who seek product for their daily healthy lifestyle and to stay active.
Positioning Protinex position itself as a protein product for entire family of different age and it is recommended
by many doctors for any specific health problem. It also spread awareness about the lack of protein
in their daily diet and pacing the product through benefit driven approach through various ad
campaign.
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.
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

In India there are 80% of people have diet deficient in protein. Protinex is focused on educating their customers about
protein deficiency through various campaigns. It caters entire family of different age with different product. The
product not only guide their customers about the protein intake but it also help with the right amount of
carbohydrates, minerals and vitamins.

Protinex is the best choice for the people who are looking for high protein value to be healthy and to build their body,
which fills the gap of protein deficient. It is also prescribed by many doctors for better nutrition for all the members of
the family.

The positioning statement can be:

For Indian Adult 18 to 60 years, protinex is high nutrition value product that caters its consumers for healthy lifestyle
and to gain muscular health because it is recommended by many doctors for protein deficient.
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:
Protinex is the brand which caters different age with different product such as Protinex tasty chocolate, Protinex
original, Protinex vanilla, Protinex mama and Protinex diabetes. It is also recommended by many doctor for high
nutrition value to build their body and to make them fit. Protinex is also available in small sachet that can be used as a
go to drink.
Price:
Protinex charge premium price compare to its competitors because of quality of the product. The product helps in
boosting immunity and building muscle which can also be used as a daily diet.

Place:
Protinex is focused on Tier 1 and Tier 2 cities respectively in urban and semi urban cities. The product is available
online on many e-commerce websites like Amazon, Big basket, Pharmeasy, etc. as well as location such as local
pharmacy shops, stores and supermarkets.

Promotion:
Protinex promotes through offline and online by various ad campaign. Protinex uses all social media channels and TV
ads for sending the message to their audience regarding proper protein intake in their daily diet. Its also educate their
customers about the proper 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: Google: Google search, Google ads on both organic and paid ads.
Facebook: Post, videos, sponsored ads and display ads.

Instagram: Product photos, Testimonial videos and story telling videos.

Twitter: Promotional tweets, product related tweets and customer service through twitter.

YouTube: Product awareness video ads, story telling ads and influencer ads.

LinkedIn: Post on company profile, Achievements of company and company statistics.

Email Marketing: Sending personalized emails to customers regarding offers and discount.
Digital Devices: Smart Phones, Tablets, Laptop/PCs.

Digital Channels:
• Websites: Company’s website, blogs, post.
• Social Media Channels: Facebook, Instagram, Twitter, YouTube and LinkedIn.
• E-commerce sites: Amazon, Big basket, Pharmeasy, etc.
• Others: Banner advertisement.
Digital Metrics:
• Awareness Stage: Promote the product through all the social media channels and target the respective audience.
• Consideration Stage: Identify the total number of visitors, bounce rate, post engagements and cost per click.
• Purchase Stage: Measure the total number of conversion and cost per acquisition.
• Delight Stage: Satisfying the customers by answering their queries and reviewing their comments post buying the product.