In this Project, I choose Protine x of Danone Brand and I have done its segmentation, Targeting and Positioning, I also include Go - To strategy for Protine x of Danone brand.

1. CONSUMER
BEHAVIOUR
PROJECT
FROM - SAHIL SEHGAL

2. BRAND

3. Founded- Barcelona, Spain (1919; 102 years ago)
Danone S.A. is a multinational food-products corporation based in Paris and founded in Barcelona, Spain.
Danone was founded by Isaac Carasso, A Jewish doctor, who began producing yogurt in Barcelona.

4. Protinex is a high protein nutrition drink with zero sugarNutricia International
Pvt Ltd (Danone India), with its mission to bring health through food.

5. JOURNEY OF PROTINE X

7. NEXT
PROTINEX FLAVOURS

8. SEGMENTATION FOR PROTINE X
GEOGRAPHIC SEGMENTATION:
PEOPLE WHO LIVE IN URBAN AREAS CAN EASILY AFFORD IT.
The lowest-priced variant is the 200g (Rs.375) and the highest priced
variant is400g (Rs.530)
DEMOGRAPHIC SEGMENTATION:
ADULTS AND YOUNGSTERS CAN USE PROTINEX DUE TO ITS
NUTRITIONAL VALUE.

9. PSYCHOGRAPHIC SEGMENTATION- PEOPLE WHO ARE FOLLOWING PROTEIN RICH
DIET.
PEOPLE WHO ARE IN FITNESS ALSO CONSIDER THIS BECAUSE IT HAS 8 IMMUNO
NUTRIENTS.
PEOPLE WHO BELONGS TO WORKING CLASS ALSO CONSIDER THIS BECAUSE IT
HAS FOLATE WHICH HELPS TO REDUCE TIREDNESS.
BEHAVIOURAL SEGMENTATION- PEOPLE RELY ON PROTINE X BECAUSE OF ITS
QUALITY,NUTRITIONAL VALUE IN IT
SO PEOPLE ALWAYS RECOMMEND IT TO THEIR FAMILY AND FRIENDS.

10. NOW PROTINEX TARGETS YOUTH, KIDS AND HOMEMAKERS WITH ITS DIFFERENT FLAVOURS AND DIFFERENT
PRODUCTS FOR THE GROWTH IN MARKET.
NEXT
TARGET MARKET

11. PAST AND CURRENT POSITION OF PROTINE X
DANONE LAUNCHED PROTINE X IN 2010
NEXT
IN 2019 DANONE COME UP WITH THE DIFFERENT FLAVOURS OF PROTINE X

12. Protine x launched high protein nutrition drink with zero sugar in 2019.
Protinex launched high Protein drinks for juniors(childrens) and womens
in 2019.

13. Fitness
Luxury Economy
Family

14. MARKETING MIX FOR PROTINE X
PRODUCT - PROTINE X
PLACE - URBAN AREAS
PRICE - THE LOWEST PRICED VARIANT IS 200g (Rs.375).
AND THE HIGHEST PRICED VARIANT IS 400g (Rs.530).
PROMOTION - Protinex took an agile marketing route to promote its refreshing summer drink with an
engaging AR campaign in 2018
Protinex launched #DontMissOut campaign to build awareness around poor muscle health concern in India
Protinex launched new campaign--#SomethingMissing
The campaign drives the message of ‘Protein inadequacy in our daily diet’ through Broadcast, Digital.

15. DIGITAL GO-TO STRATEGY FOR PROTINEX
PROTINEX CAN TARGET COLLEGE STUDENTS AND THOSE
WHO LIVE IN HOSTELS OF DIFFERENT AGE GROUPS FOR
THE GROWTH.
DUE TO ITS RICH NUTRITIONAL VALUE PROTINEX HELPS
IN IMMUNITY BUILDING SO BRAND CAN COME UP WITH
NEW DIGITAL CAMPAIGN #BEATCORONAWITHPROTINEX
#APNAPROTINELIYAKYA
PROTINEX SHOULD APPROACH INFLUENCERS OF
DIFFERENT AGE GROUPS FOR THE PROMOTION OF THEIR
PRODUCT THROUGH THEIR INSTAGRAM STORIES,THEIR
FACEBOOK STORIES BY ADDING HASHTAG ON IT AND BY
SHOWING THEIR FOLLOWERS HOW THEY START THEIR
DAY WITH PROTINEX AND HOW THEY CONSUME IT FOR
GOOD HEALTH

16. THEY CAN DO VIRTUAL EVENTS FOR THE PROMOTION
LIKE THEY CAN CALL THEIR EXISTING CUSTOMERS FOR THE REVIEW
OF THE PRODUCT LIKE HOW THEY CONSUME PROTINEX IN EVERY
DAY LIFE AND ALSO THEY WILL SHARE THEIR EXPERIENCE HOW THEY
SPEND THEIR DAY IN THIS LOCKDOWN, WHAT INDOOR ACTIVITIES
THEY ARE DOING FOR PRODUCTIVITY ..
NONE OF THE COMPETITOR OF PROTINEX HAS DONE THIS BEFORE
SO THIS WILL BE THE BEST FOR THEM.

17. THANK YOU !
YOUR FEEDBACK