2nd July, 2010Carat Fresh Integrated
SummaryAGENCY BRIEF
Product Details                                      FORMULATIONAGENCY BRIEF                            No calorie sugar s...
Basic PropositionAGENCY BRIEF               Blow Away Calories..               Keep the Sweetness.
AGENCY BRIEF               Competition
Amongst The DiabeticsMARKET TREND
MARKET TREND               Rush for weight loss programs
Supporting The Prevalence Of Weight Loss ProgramsFACTS & FIGURES
Prevalence ofFACTS & FIGURES                  weight loss programs                                                       E...
Genetically, Indians store more body fat per kilogram than Europeans.                  weight loss programs               ...
weight loss programs                          Prevalence ofFACTS & FIGURES                                          Obesit...
% population that is overweight/ obese                                                 % population that is overweight/ ob...
weight loss programs                          Prevalence ofFACTS & FIGURES                                          Hence ...
The NeedALTERNATIVE DIET OPTIONS
The NeedALTERNATIVE DIET OPTIONS                                      Weight loss programs involve following a strict regime
The NeedALTERNATIVE DIET OPTIONS                                                                                          ...
The NeedALTERNATIVE DIET OPTIONS                                      So most people opt out of these weight loss programs...
The NeedALTERNATIVE DIET OPTIONS                                      This has led to various No/ Low calorie sugar substi...
Who Really Consumes These Products?SUGAR SUBSTITUES/ DIET PRODUCTS
Existing/ potential consumers can be divided into 3 categories                     Consumption BehaviorSUGAR SUBSTITUTES/ ...
Existing/ potential consumers can be divided into 3 categories                     Consumption BehaviorSUGAR SUBSTITUTES/ ...
Consumption BehaviorSUGAR SUBSTITUTES/    DIET PRODUCTS                                               No/ Low calorie     ...
Category CommunicationSUGAR SUBSTITUTES/ DIET PRODUCTS
Category    CommunicationSUGAR SUBSTITUTES/    DIET PRODUCTS                                                      Category...
No/ Low calorie          Category    CommunicationSUGAR SUBSTITUTES/    DIET PRODUCTS                          sugar subst...
Case No.1: Sugar Free Gold          Category    CommunicationSUGAR SUBSTITUTES/    DIET PRODUCTS                          ...
Case No. 2: Sugar Free Natura          Category    CommunicationSUGAR SUBSTITUTES/    DIET PRODUCTS                     Th...
Category    CommunicationSUGAR SUBSTITUTES/    DIET PRODUCTS                     Obese as a category has not been explicit...
BLOCALTARGET AUDIENCE
BLOCALTARGET AUDIENCE                           Blowcal will be positioned for                           Obese people
Artificial SweetenersBUYING BEHAVIOR
The battle amongst the competitors                  Artificial SweetenersBUYING BEHAVIOR                                  ...
Battling at the category level: Why?                  Artificial SweetenersBUYING BEHAVIOR                                ...
OTC Buying Behavior                                                   (To substantiate that ‘Sugar Free’ has become synony...
OTC Buying Behavior                  Artificial SweetenersBUYING BEHAVIOR                                                 ...
Counter the buying behavior                  Artificial SweetenersBUYING BEHAVIOR                                         ...
Counter the buying behavior: How?                  Artificial SweetenersBUYING BEHAVIOR                                   ...
Based On The Key Highlights Of The PresentationARRIVING AT THE POSITION
Keywords associated with this category                          KEY HIGHLIGHTSARIVING AT THE POSITION                     ...
Keywords: Usage, Connotations & Associations                          KEY HIGHLIGHTSARIVING AT THE POSITION               ...
Keywords: Usage, Connotations & Associations                          KEY HIGHLIGHTSARIVING AT THE POSITION               ...
Summary                          KEY HIGHLIGHTSARIVING AT THE POSITION                                                    ...
BlocalDEFINING THE POSITION
DEFINING THE POSITION                       BLOCAL             BlocalDiet Sugar
Brand Story                        BLOCALDEFINING THE POSITION                                 I don’t go to Gym, I don’t ...
BlocalTHE CAMPAIGN
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
Alkem blocal strategy 02.07.2010
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Alkem blocal strategy 02.07.2010

  1. 1. 2nd July, 2010Carat Fresh Integrated
  2. 2. SummaryAGENCY BRIEF
  3. 3. Product Details FORMULATIONAGENCY BRIEF No calorie sugar substitute INGREDIENTS Contains Sucralose as a major ingredient WEIGHT MANAGEMENT Helps avoid around 520 calories per day TASTE Similar to sugar
  4. 4. Basic PropositionAGENCY BRIEF Blow Away Calories.. Keep the Sweetness.
  5. 5. AGENCY BRIEF Competition
  6. 6. Amongst The DiabeticsMARKET TREND
  7. 7. MARKET TREND Rush for weight loss programs
  8. 8. Supporting The Prevalence Of Weight Loss ProgramsFACTS & FIGURES
  9. 9. Prevalence ofFACTS & FIGURES weight loss programs Every sixth diabetic in the world is an Indian. India thus owns the title of ‘The Worlds Diabetes Capital’. -New data released by International Diabetes Federation Source: www1.voanews.com
  10. 10. Genetically, Indians store more body fat per kilogram than Europeans. weight loss programs Prevalence ofFACTS & FIGURES -Research over the past decade Obesity puts Indians at an even greater risk of getting diabetes. -Leading Health Professionals worldwide Source: www1.voanews.com
  11. 11. weight loss programs Prevalence ofFACTS & FIGURES Obesity has reached epidemic proportions in India in the 21st century Obesity has reached epidemic proportions in India in the 21st century
  12. 12. % population that is overweight/ obese % population that is overweight/ obese weight loss programs Prevalence ofFACTS & FIGURES Nearly, Indian Youth: 20% Nearly 20% of the entire Indian Youth Women in Punjab: 40% Nearly 40% of the women in the northwestern states of Punjab Population in the states of Andhra Pradesh,obese in the states of Andhra 15% Average 15% of the population is overweight/ Goa, TN, Goa, Kerala, etc: Pradesh, Goa, TamilNadu, Goa, Kerala, Gujarat, etc - India’s current National Health Survey - India’s current National Health Survey Source: www1.voanews.com www.wikepedia.com
  13. 13. weight loss programs Prevalence ofFACTS & FIGURES Hence more and more overweight/ obese people are signing up for weight loss programs
  14. 14. The NeedALTERNATIVE DIET OPTIONS
  15. 15. The NeedALTERNATIVE DIET OPTIONS Weight loss programs involve following a strict regime
  16. 16. The NeedALTERNATIVE DIET OPTIONS But… Eating is the most important thing in any Indian household. Sugar, spices & oil define the essence of a typical Indian food.
  17. 17. The NeedALTERNATIVE DIET OPTIONS So most people opt out of these weight loss programs due to inability to follow the regime & resort to alternative diet options.
  18. 18. The NeedALTERNATIVE DIET OPTIONS This has led to various No/ Low calorie sugar substitutes/ diet products invading virtually all the sectors of the food and the drink market
  19. 19. Who Really Consumes These Products?SUGAR SUBSTITUES/ DIET PRODUCTS
  20. 20. Existing/ potential consumers can be divided into 3 categories Consumption BehaviorSUGAR SUBSTITUTES/ DIET PRODUCTS Diabetics Overweight/Obese people Fitness Conscious
  21. 21. Existing/ potential consumers can be divided into 3 categories Consumption BehaviorSUGAR SUBSTITUTES/ DIET PRODUCTS Diabetics Early consumption of diet products happened in this segment only Overweight/Obese people (This segment has now actively started consuming diet products)* Fitness Conscious The consumption and usage in this segment is still debatable * As demonstrated in early part of the presentation. Section: Facts & Figures
  22. 22. Consumption BehaviorSUGAR SUBSTITUTES/ DIET PRODUCTS No/ Low calorie sugar substitute products Diabetics Obese Fitness Conscious Artificial Sweeteners
  23. 23. Category CommunicationSUGAR SUBSTITUTES/ DIET PRODUCTS
  24. 24. Category CommunicationSUGAR SUBSTITUTES/ DIET PRODUCTS Category Consumption Has shifted from diabetics to overweight/ obese people Category Communication Has shifted from diabetics to fitness conscious
  25. 25. No/ Low calorie Category CommunicationSUGAR SUBSTITUTES/ DIET PRODUCTS sugar substitute products Diabetics Obese Fitness Conscious Artificial Sweeteners Thus leaving Obese/ Overweight as an ‘uncatered’ category in terms of artificial sweeteners
  26. 26. Case No.1: Sugar Free Gold Category CommunicationSUGAR SUBSTITUTES/ DIET PRODUCTS Highlights Sugar Free Fitness Conscious
  27. 27. Case No. 2: Sugar Free Natura Category CommunicationSUGAR SUBSTITUTES/ DIET PRODUCTS The communication includes the following ‘Call it a diet sugar if you will’ ‘Freedom from calories’ ‘Tastes like sugar but has no calories’ Key Highlight: Sugar Free
  28. 28. Category CommunicationSUGAR SUBSTITUTES/ DIET PRODUCTS Obese as a category has not been explicitly targeted in communication and positioning. This must be clearly brought out while positioning Blocal.
  29. 29. BLOCALTARGET AUDIENCE
  30. 30. BLOCALTARGET AUDIENCE Blowcal will be positioned for Obese people
  31. 31. Artificial SweetenersBUYING BEHAVIOR
  32. 32. The battle amongst the competitors Artificial SweetenersBUYING BEHAVIOR It is not at the brand level but at the category level!
  33. 33. Battling at the category level: Why? Artificial SweetenersBUYING BEHAVIOR ‘Sugar Free’ The brand name has become synonymous to the category of ‘Artificial Sweeteners’
  34. 34. OTC Buying Behavior (To substantiate that ‘Sugar Free’ has become synonymous to artificial sweeteners) Artificial SweetenersBUYING BEHAVIOR Stage 1 People ask for ‘Sugar Free’ irrelevant of which brand they really want to buy. It could be equal, splenda, sugarfree gold, etc Stage 2 If the retailer does not pull out the preferred brand, only then will the people name and ask for ‘their preferred brand of product
  35. 35. OTC Buying Behavior Artificial SweetenersBUYING BEHAVIOR What is the TG really asking for OTC? Sugar Free’ is not the brand that TG is asking for, but the product ( Any artificial sweetener)! Who benefits from this buying behavior? The brand ‘Sugar Free
  36. 36. Counter the buying behavior Artificial SweetenersBUYING BEHAVIOR How do we make Sugar free & Blocal 2 different categories to be asked for? How do we make TG directly ask for Blocal?
  37. 37. Counter the buying behavior: How? Artificial SweetenersBUYING BEHAVIOR Position the brand to gain similar consumption relevance in their life. The positioning should be simple and something which the TG can go and ask for OTC
  38. 38. Based On The Key Highlights Of The PresentationARRIVING AT THE POSITION
  39. 39. Keywords associated with this category KEY HIGHLIGHTSARIVING AT THE POSITION Diet No/ Zero Calorie Sugar Free
  40. 40. Keywords: Usage, Connotations & Associations KEY HIGHLIGHTSARIVING AT THE POSITION Usage No calorie and sugar free are too abused in the category of artificial sweeteners and we need to counter them Associations We are talking to Obese people as our TG. Hence ‘Diet’ is the buzzword when it comes to Obese people. The term ‘Diet’ is all encompassing. Be it sugar free, be it calorie free.
  41. 41. Keywords: Usage, Connotations & Associations KEY HIGHLIGHTSARIVING AT THE POSITION Connotations Taste: Sugar Free means bland in taste Healthy means bland in taste Taste Retention: An important element while opting for ‘Artificial Sweeteners’ ‘Diet’ does not connote ‘no sugar and hence no taste’ as opposed to ‘Sugar Free’
  42. 42. Summary KEY HIGHLIGHTSARIVING AT THE POSITION Keyword Consumption Target Audience Category Battle Connotation The Sugar Free has proliferation of become diet/ no calorie Our core TG is synonymous to Sugar Free products have obese/ the category means bland in increased in the overweight name. The taste obese/ people battle is at the overweight category level segment
  43. 43. BlocalDEFINING THE POSITION
  44. 44. DEFINING THE POSITION BLOCAL BlocalDiet Sugar
  45. 45. Brand Story BLOCALDEFINING THE POSITION I don’t go to Gym, I don’t diet… I use ‘Diet Sugar’. I use Blocal.
  46. 46. BlocalTHE CAMPAIGN
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