Project 1: Protinex

Market Opportunity Analysis

Segmenting, Positioning and Branding
Learner Name: Misri Shroff
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.)
Segmentation
Answer 1 Geographic:
➢City
• Tier 1: Mumbai, Bangalore, Delhi, Chennai,
Kolkata etc.

• Tier 2: Agra, Lucknow, Kanpur, Indore, Nasik

etc.

Rationale:
• Metropolitan urban cities and tier 2 cities have
educated and health conscious consumers with
higher incomes. They can easily afford costly
HFD’s
Segmentation Demographic:

➢Age: 18- 55

➢Gender: Male and Female

Rationale :
• To provide optimum benefit and deliver health
food with correct nutritional value to the right age
group with the right choice of product.

• Offers tailor made nutrition to all members of a

family across different stages of life.
Segmentation Psychographic:

➢Social class: Educated upper middle and working middle

class
➢Lifestyle: Sport enthusiasts, Fitness enthusiasts, sports
person, gym trainers/ users
➢Priority Initiative: Health conscious, weight conscious target
audience
➢Rationale:
• To introduce and make the product available to users that
are already inclined towards a healthy lifestyle and are
wanting to put their wellness at the fore front

• To introduce it to consumers facing health related issues

such hair fall, weight gain, and weakness and make it
available as the go to choice in the category of HFD’s
Segmentation Behavioral:

➢Usage rate : Medium and Light users

➢User Status : First time users, remarket to

prescribed users

➢Rationale:
• To introduce and convert first time and /or non-
users to loyal customers
Targeting Differentiated marketing strategy
Since the focus is to strategically shift from reactive to proactive
category and from a pharmacy and doctor prescribed to a modern
trade and daily nutritional drink.
Our target audience is fitness enthusiasts, sports enthusiast, and
people that trying to loose or gain weight etc.

Positioning Protinex has to position itself in places such as hyper-markets,

general stores, e-com kirana stores such as instamart, groffers,
etc.
This is necessary since we are trying to break the myth and make
a strategic shift from being a doctor prescribed to a D2C brand.
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.
High Nutritional Value

Low Cost High Cost

Low Nutritional Value

Explanation of the perceptual Map:
• Protinex positions itself as a family nutrition brand.
• The goal is to offer proper nutrition to all members of the family across all
stages of life

• Protinex is a little expensive compared to Horlicks plus, Bournvita etc. in the

HFD category

• On the perceptual map where X axis represents the price range and the Y
axis indicates the nutritional value
• Protinex falls in the upper quadrant in the premium category compared to
competitors
• The brand is not just a protein supplement but a complete nutrition rich drink
with the right amount of carbohydrates, minerals and vitamins providing the
right balance
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
Positioning statement of Protinex
1. Since 1957, Protinex has been a doctor prescribed brand up until 2012. Post that, the
agenda of Protinex has become to cater it as a D2C brand strategically changing its target
market from the illness to the wellness and fitness category.

2. It faces extensive competition from brand like Horlicks plus by GSK healthcare and Ensure
by Abbot nutrition.

3. Protinex aims to fortify the adult HFD industry by offering tailor made nutrition to all
members of the family. They aim to do this through various stages of life with a multitude of
options such as Protinex grow, Protinex Lite, etc

4. Protinex has credible doctor recommended equity which is proven by it being of the highest
prescribed brands in the HFD category.

5. It’s ultimate goal is to penetrate and build brand awareness in the adult nutrition category.
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.
❑Product
Answer 4 :
• Protinex original( chocolate and vanilla)- mainly for adults aged 18 to 55.
• Protinex mama care- for lactating mothers
• Protinex grow – for young children aged 8- 15yrs
• Protinex junior- kids aged 2- 8yrs
• Protinex lite – for fitness enthusiast and sports persons, for weight conscious
audience.
• Protinex diabetes care- for diabetic patients with no sugar.
• Protinex bytes- for the on the go working class .
• Upgrade to modern and attractive packaging and imagery

➢ Rationale – Utmost importance is to target all segments and types of

consumers capitalizing all age groups. This is possible by providing tailor made
products for specific age group and categories.
❑Price:
• Protinex is a premium price product and faces competition from major brands
such as Ensure, Horlicks plus, Pro 360 etc.

• To penetrate the market and build brand value, protinex can launch smaller
packaging with affordable above average pricing structure with its top 3 flavors

• Protinex could lower their price in their widely used flavors such as original,
vanilla, and chocolate to capture and convert more number of users.

➢ Rationale – To make it a drink for the masses in the HFD category, Protinex
has to be in the premium economy price range category
❑Place:
• Physical stores- hypermarkets, pharmacies, local kiranas.

• Online platforms- through website and social medial virtual markets.

• Tie ups with virtual kirana stores such as Swiggy instamart, Groffers, etc

• The goal is to make it easily accessible and available to consumers through

most means of communication.

➢ Rationale : Since we are focusing primarily on Tier 1 and Tier 2 urban and
semi urban cities, the need for it to be easily accessible is only possible
through digitization of the distribution channel.
❑Promotion:
• Social media campaigns and challenges on platforms like
Instagram, Facebook to bring awareness of the problem of a
protein deficit diet.
• To motivate people to come out of their tired state, motivate them
to exercise and help them live a better life and throughout the
campaign sell the idea of the product into people’s head and help
them realize that with Protinex all their nutritional requirement of
the day is taken care of.
• Providing free samples of protinex on purchase of various brands
of Danone.
• Inviting gym trainers and sports enthusiast to digitally promote the
➢ Rationale: To strategically make industry shift from the
illness to wellness and fitness category , it is paramount to
promote the brand through the right channels and
mediums
• Industry relevant social media micro influencers spread
awareness about the product and what its benefits are for
the general consumer
• Creating awareness and braking common
misconceptions and myths regarding protein intake
through problem focused social media challenges and
campaigns
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 & Facebook ads : organic and paid
• Using SEO generated leads to direct customer to wards the website and In
turn educating them about the myths about protein supplements and benefits .
➢Instagram: Running campaigns and posts through industry related influencers.
• Sharing stories of users that have benefitted with the use of protinex.
➢Digital Ads: the communication objective is for protinex to be the first choice
over its competitors. Content should be focused on converting first time and
non users to loyal customers.
Digital Devices:
• Tier 1- for urban and metropolitan cities the focus will be on digital devices like
laptops / computers and mobile phones should be the designated devices.
• Tier 2 – For semi urban cities like Lucknow, Agra , Bareilly the focus should be
on mobile phones . Tier2 cities have a higher mobile usage comparatively.
• Rationale- usage of mobile phone and laptops/ computers is high in tier 1 cities

Digital Channels:
• Google
• Facebook
• Instagram
• Digital newspapers
Digital Metrics:
Problem statement: some of the problems faced by Protinex
are:
1.Lack of awareness regarding protein deficiency.
2.Consumer interaction with the brand is driven with a
problem solution mind set.
3.Consumers are aware of the brand but hesitant in terms of
consideration/ trials and question brand relevance.
 Metrics that would be used to derive a solution: (in consideration with the consumer
funnel)
Awareness Stage
To create awareness and educate the consumer about the brand it is imperative to
focus on the
• Reach or Unique Impressions: The goal is for our message / content to reach
maximum number of people and this can be achieved through keeping a track on the
number of unique impressions
• Impression share: Since we have a clear idea of our target group , measuring the
proportion or percentage of shares would benefit protinex .
e.g. - if 44 of % of the people from their target audience has seen their post, the
impression share will be 44%.
Consideration Stage
To make consumers consider Protinex over other brands we shift our focus to using
metrics such as
Website visits: as opposed to reach or impressions focusing on the metric of website
visits enables us to segregate the relevant customers that visited the site and willing to
consider the brand.
• Bounce rate: this will help us know how many people left without any form of
engagement on the website.
• Engagement Rate: this metric relates to the level of engagement users have had with
our content.
A higher engagement rate indicates the relevance and reach of our content .
Engagement here refers to likes ,shares, retweets etc.
• Cost-per-click: this metric helps protinex to measure the expenditure of gaining one
consumer.
Purchase stage
At this stage we are concerned with converting the consumer and
making protinex their first choice .
Metrics used are:
• Conversion Rate: as the name indicates this metric helps us keep a tab on
the number of consumers that actually bought protinex.
e.g. - if 100 customers visited the site and 43 actually purchased protinex ,
our conversion rate would be 43% .
• Cost per action or CAC(customer acquisition cost): this would help us
keep a tab on how much did it cost protinex from all its stages of the consumer
funnel to convert and acquire a new a customer.
Delight Stage
Converting a customer does not mark the end of the customers journey. The
goal is to retain and make it a repeat customer. Considering the competition ,
protinex aims to make it a first choice when it comes to HFD’s.
Metrics that will help us achieve that are as follows:
• Social mentions: Positive feedback connotes a happy and satisfied
customer which is likely to repeat its purchase.

• Referrals: High referrals generally lead to loyal customers.

• Reviews: Good reviews can lead to conversions from customers that are
still contemplating and are in the consideration stage of the funnel.
Thank you