Segmenting, Positioning and Branding

1. Project 1: Protinex
Market Opportunity Analysis
Segmenting, Positioning and Branding

2. Learner Name: < Neeva Tiwari >

3. 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.)

4. Answer 1
Segmentation Geographic: Tier 1 and 2 cities of India
Demographic: 18-44 Male Female, tuition goers/ college kids/working class/ stay at home parents/
rest others; can be a family of 1 to many
Psychographic: kid preparing for a competitive exam, student getting ready for another big step in
lifetime as entering career/ business; stressed out working class; family with or without kids;
parents or elderly at home can be working from home, retired, having business or leisure; health
focused individual; fitness focused individual
Behavioural: craves for energy/sugar munching; quick muncher; high on protein; grabs the bar on
the go; fills in the gaps between meals; strict diet follower, routine fellow; influencer; adaptor
Rationale – Behind choosing the certain particular segments of the probable consumption market
of Protinex is to 1) increase the reach 2) maximize the consumption by changing the fitment. Here,
with the idea of making the product available and seen as a D2C direct to consumer brand it should
be seen as a product for many if not all. By extending the targeted segment to such a level,
maximum conversions and new built loyalty can be observed. From where I see the need of the
brand recall; we can place it on a spot of a Tang or a Rasna, the only difference would be Protinex
can not be seasonal like the mentioned. Hence such an extension to the segmentation of the
market available and target probably.

5. Answer 1 Continued
Targeting Keeping in mind that as the segmentation is extended at a large level, the targeting strategy has to
be done in a differentiated manner.
On the basis of psychographic and behavioral segments ; targeting can be done on the basis of a
quick map done below:
a) kid preparing for a competitive exam, student getting ready for another big step in lifetime as
entering career/ business – craves for energy/sugar munching; grabs the bar on the go
b) stressed out working class; family with or without kids - craves for energy/sugar munching;
quick muncher; high on protein; grabs the bar on the go; fills in the gaps between meals;
c) parents or elderly at home can be working from home, retired, having business or leisure-
craves for energy/sugar munching
d) health focused individual; fitness focused individual - strict diet follower, routine fellow;
influencer; adaptor
Believing the fact that as marketer can vouch on the health benefits claimed, in order to build a
strategy for rational branding it would be devised by considering the benefits of Protinex.
..answer continued

6. Answer 1 Continued
Targeting Taking 3C’s into consideration – we are focusing on getting maximum reach (consumer reach is
targeted) as with company, offerings are available in considerable enough variants but sizing and
packaging needs to be worked upon in order to reach all of them above. For eg : section a would
prefer a bar or a tetra pack over a drink from the can. Section B would prefer a bottled drink/ tetra
pack and section c would prefer a powder tin and section d prefers any to all in this case. With
competition killing the category with maximum reach and great price offerings starting from sachet
at 5 Rs. To match with Protinex pricing; it indicates even more on the need of sizing and packaging
style. Can it be made available on the go? Can the packaging be in the forms of tetra pack?
Squeeze on? Sip up; along with cartons and tins? Can the sachets be named
‘ Eat when you should’
‘Bhookh Mat Maaro’
‘Bhookh Ka Instant Recharge’
‘ Instant Paet Pooja’
‘Junk Nahi, Protein Sahi’
As with differentiated targeted segments; it will be even more crucial to have a different
communication for each of the segments; young and digital popular influencer (region wise
precisely) can be an endorser for the younger segment and someone like Milind Soman who can
be a great fit for the above college to the rest of the segment can be considered.
Positioning Protinex provides protein, calcium, vitamins, mineral content and other essential
nutrients for all Indians who focus on the health of their loved ones/family because of
the great mix of nutrition that aids benefitting from the ‘ghar ka khana’.

7. 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.

8. Answer 2
High Price
Low Price
High Value/ Offerings
(More Variants &
Benefit Claim)
Low Value/Offerings
(Less Variants &
Benefit Claim
Horlicksincludes basic, flavoured,
growth plus, protein plus, Jr, Lite, Womens,
Mothers, Cardia, Viva 400 gm 500 Rs
Complan'sformula clinically proven
for 2X Faster Growth# and supports Memory
and Concentration# is available in 4
delicious flavours. Focuses on vitals –
height and weight growth 1kg 540 rs
Ensure1kg 1250 Rs, 12 offerings, complete,
balanced nutrition, diabetes care, plus mix, nepro mix
Protinex- Original Nutrition
Drink, Mama Protinex, Tasty
Chocolate Nutrition Drink, Protinex
Lite Vanilla Nutrition Drink 400 gm,
590 rs
Boost - Available
in 4 Delicious Flavors; BOOST
Original Nutritional Drinks come
in Rich Chocolate, Very Vanilla,
Creamy Strawberry & Peaches
& Creme flavors; Very High-
Calorie Oral Supplement,
Breeze, High Protein Oral
Supplement
Boost Original, Plus Balanced
Nutritional Drink, Rich
Chocolate, Glucose Control
Balanced Nutritional Drink, Rich
Chocolate, Soothe Clear. 400
gm 458 Rs

9. 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]’.

10. Protinex provides protein, calcium, vitamins, mineral content and other essential nutrients for all Indians who focus on
the health of self/ their loved ones/family because of the great mix of nutrition that aids benefitting from the ‘ghar ka
khana’.
Above statement is drafted keeping in mind the template shared in the previous slide and the project objective.
Answer 3

11. 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.

12. Answer 4
Product: Protinex should be made easily available in such packaging - ready to drink sip up, squeeze on, tetra pack, packaged
bottle, energy bars, pop ups and for variants, top 5 most sold variants of Protinex in India last 2 years, Tier 1 and 2 cities shall be
prioritize on POS. There can be a new variant or a name for vitamin supplies; it can continue to be Protinex but with Vit +, Min+,
Cal+subnames.
rationale – Given the competition available in Protinex targeted D2C space, this kind of packaging would be exciting and may be
entertained well by early adapters. Also, it’s very important to test and distribute accordingly different kind of packaging at the
different outlet to sale.
Price: Protinex should be made available from pop up – 15 Rs., energy bars – 35 Rs. (can be in 2-3 sizes), Packaged bottle – 50 Rs. ,
tetra pack 10 Rs – 200 Rs(size ), squeeze on 20 Rs. And usual rest continues till beta gets over.
rationale It’s very important to see how does the market respond whats the actual need and where is the gap in understanding
and offering. After a first round of circulation and before the end of 3rd, it will be all clear with if the market has responded well
enough to the changed communication and offerings available as a D2C HFD.

13. Answer 4 Continued
Place: For tier 1 cities- Online Shopping Sites( Amazon, Flipkart, Swiggy, Blinkit, BB), Hypermarkets, Supermarkets and larger
distribution network of tier 2 cities.
rationale – In order to shift towards D2C it should be seen everywhere and can be bought anywhere, IT = Protinex.
In order to reach out to maximum Consumers, it’s essential to be massively available at large and be placed on each prime rack or
new section of online and retail outlets. As for the tier 2 cities are concerned, each area has a primary go to shop and the way
cigarettes, maggi and cold drinks are made available to such spots, Protinex small packets/ new packaging can also be grab
maximum eyeballs there.
Promotion: Media vehicles - TV, Digital, Print, OOH
Celebrity Endorsement – Influencer from new age on digital, 40+ Milind Soman influencer for the rest of the lot and a generic
family TVC and OOH snippet to connect with masses.
rationale
The idea of ‘Now’ having your routine ‘nutrition’ intake in just a jiffy shall be voiced out by making the brand seen at targeted
segment of the society almost everywhere.
Excerpt from targeting answer - As with differentiated targeted segments; it will be even more crucial to have a different
communication for each of the segments; young and digital popular influencer (region wise precisely) can be an endorser for the
younger segment and someone like Milind Soman who can be a great fit for the above college to the rest of the segment can be
considered.

14. 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.

15. Digital Content: This new piece of communication can be told digitally in the form of a digital ad, blog post, page promotion and of
course website needs to be updated with it.
rationale – Digital ad can be a Youtube Ad, Facebook page promotions and same YT ad running on it. Same can be uploaded on
the updated product offering page of the website.
Digital Devices: Tier 1 and 2 customers are expected to be on their mobile, desktop and tablets on Android and Ios OS.
rationale – as per the probable time spent on such devices by the individuals/clan targeted.
Digital Channels: Within the digital network, the platforms could be Google (paid - search and display ads), Facebook ads, Facebook
page promotions/ Website page via blog post on Linkedin and Twitter and Youtube Ads in order to create mass awareness.
rationale – In order to execute the precise Content Marketing, the mandate strategy shall be to bring each TG brackets as well
mapped with the above content channel strategy and hence the spent associated with it.
Digital Metrics: In order to maximize on both aspects - better measurability and real-time monitoring in this case of Protinex, with
above selected other pieces of framework we must try to get the best out of these metrics-
Reach, CTR, Social Mentions and Reviews.
rationale – As this is a clear case of creating brand awareness with a tweak in changed perception.. At the awareness stage of the
consumer funnel, reach should be tapped; at consideration stage CTR and Engagement Rate, and at delight stage social mentions
and reviews can be considered.
Note – At purchase stage, haven’t marked any metric simply with an understanding of how the cg be distributed and sold
ultimately. However, direct CTAs can be tracked when ads are run on blinkit/ bb/ instamart app.
Answer 5