This is the basic STP and Digital Matrics analysis report of "Protinex" powder.

1. Project 1: Protinex
Market Opportunity Analysis
Segmenting, Positioning and Branding
DM-MICA_P1_Protinex_Debayan Purkait

2. Answer 1
• 80%-85%people have intake less than the ideal
amount of protein consumption.
• 107 cr. people have protein deficient in india,in
between them 75% people unaware about ideal
protein requiremnt
• Focusing on Tire 1,urban and Tier 2,semiurban
cities
Geographic Segmentation
• Age: 2 -10 yrs - Protinex Junior and 18 -50 yrs -
ProtinexChocolate,Vanilla,Lite,Original.
• Gender: Male and Female
• Income: Higher class, Middle class,Upper middle
class,General class people
• Marital Status: Married ,unmarried and everyone
can take
Demographic Segmentation
• Purchasing Habits: Depends on the person's
expectation/Complex.
• Benefits: Protein,Carbohydrate, immunity
Boost,Healthy Growth
• Using Time: Have to use daily
• Protinex made their product segmentation ,on the
depends of customer's consume behaviour :
Powder/Cookies
Behaviral Segmentation
• Motivation: Good Figure, Good body
development
• Personality : Body fitness and Health conscious
• Perception: Weight reducing/Gaining,Healthy diet
• Lifestile: Strong,fitness,Muscle gain
Psychographic Segmentation
Protinex Market Segmentatiion
Note: This segmentation is only for protinex market inrespect of other protines

3. Answer 2 Perceptual Map on Protinex
LowNutrition
Value
Great Taste
Poor Taste
HighNutrition
Value
• X axis: Taste | Y axis: Nutrition Value
• Taste- Parameter is calculated on the basis of
“Amazon” feedback and rating
• Nutritin Value: Parameter is calculated on the
basis of product description and benefits
Protein Name
Taste
Rating
Nutritio
n Value
Protinex 4.50 Aweso
me
Celevida 4.9 Very
good
Nestle 4.1 Good
Horlicks 4.4 Averag
e
Ensure 2.3 Not so
good
Saffola Fittify 3.7 Good

4. Answer 2 Protinex Shipment on Perceptual Map
• Previously protinex was use by the consumer only for Presceptional food, but in 2012 when Dadone acquire protinex , they find out the gap in
Indian market and came up with new mission :
Their mission was successful : “Health through food”
Protinex Strategic Shift :

5. Positioning Statement of Protinex
In India there are 107 cr people ,who are facing protein deficiency, also 85% people have protein intake less than the ideal amount
of protein consumption. For a result ,most of the people are facing protein deficiency disease , like : Fatty Liver,Skin Hail and Nail
problem , Losso of Muscle Mass , Stunted growth in childreen etc.
In Tier 1 cities, like urban areas, protinex is the best solution for those who are looking for high nutrition value to build their body
and to make themself fit, which fulfill younger's and adults expectations for health fitness.
There are some problem and misconception in Indian consumption that , protein basically consume who only have protein deficiet ,
because people think that what they are consuming and taking with daily food has enough protein, but only protein suppliment
takeing by people for their illness or for muscle gaining time.
So with the various campaign protinex make a position in tier 1 and tier 2 cities that are illness to wellness,from the proactive to
reactive , also they came into the old distribution channel ,like pharmacy to GT or Modern trade.
Protinex now build their position in the Indian market that Health through food for all kind of people .
Answer 3

6. Marketing Mix of ProtinexAnswer 4
Product
• Protinex Original(Chocolate & Vanilla) : Immunity booster food for every one can consume this food
• Protinex Mama(Chocolate & Vanilla) : For all Lactating mother and who are Mums to be.
• Protinex Junior{Chocolate & Vanilla) : Kids between 2-8 yrs of age
• Protinex Lite: For any Diabetice patients, Who are looking for active life style, for health conscious and weight wather people
Price
• According to the “Amazon” survey conducted by me, their average selling quantity is 400gm, and price limit is in between Rs. 500
to Rs. 600. Which is a little bit high from another daily base protein food.
Place
• Basically protinex focusing on Tier 1 and Tier 2 cities respetively Urban and Semi Urban cities
• Currently product is available on only Super or Hypermarket,Any Nutrition Store or any pharma and chemist store and online also
Promotion
• Offline and online promotion : Protinex doing various offline and online promotion through various ad campaign .one of the most
attractive promotion was “Why be unsure promotion” ,It was banner promotion.
• Also covered various emotional promotion,which covers different values for different protinex and different benefits
• They promote through Celebrity,corporates and different dietician
• Now protinex also focusing instore promotion,like tasting sand educational promotion.
Marketing Mix of ProtinexAnswer 4

7. Digital Marketing Framework of ProtinexAnswer 5
• Google : Google Search , Google Ads , Google partners display ads.
• Facebook : Display ads, video ads, Various facebook post from the company, Fascebook post comments.
• Youtube: Youtube video ads, Influencer advertisement through their youtube video channel
• Instagram : Through verious instagram videos , Company's instagram photoes and verious successful stories
• Twitter: Through verious twitter posts , customer support process through twitter
• Linkedin: Through verious linkedin post of company's profile, customer success stories, through verious resesarch work and awards.
• Blog : Company's personal website blog, Different online jornal or online blog, Different user's online blog
• Affiliate Marketing: Affiliate marketing through verious marketers, Through verious Online ecommerce site,like Amazon etc.
• Email Marketing: Through verious Email channels , personalized email
Mobile , Desktop/Laptop , Tablet
• Company's Website , Blogs , Stories
• Social Media Channels: Company's Facebook, Twitter,Instagram, Linkedin ,Youtube channel
• Ecommerce Site: Amazon, Flipkart ,etc.
• Others : Store digital sing bord, Quora etc
• At the awareness stage they use the Imrtession matrics on digital campaign channel, They calculated how many reached happens with their ad
campaign.
• At the consideration stage they calculated the total visitor's rate , engagement rate, Bounce rate, cpc rate.
• At the purchase rate: They calcullated total conversion rate,
• At the delight rate they understand the customer's mind through customer reviews, comments etc.