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
Basic PropositionAGENCY BRIEF Blow Away Calories.. Keep the Sweetness.
Supporting The Prevalence Of Weight Loss ProgramsFACTS & FIGURES
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
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
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
% 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
weight loss programs Prevalence ofFACTS & FIGURES Hence more and more overweight/ obese people are signing up for weight loss programs
The NeedALTERNATIVE DIET OPTIONS Weight loss programs involve following a strict regime
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.
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.
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
Who Really Consumes These Products?SUGAR SUBSTITUES/ DIET PRODUCTS
Existing/ potential consumers can be divided into 3 categories Consumption BehaviorSUGAR SUBSTITUTES/ DIET PRODUCTS Diabetics Overweight/Obese people Fitness Conscious
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
Category CommunicationSUGAR SUBSTITUTES/ DIET PRODUCTS Category Consumption Has shifted from diabetics to overweight/ obese people Category Communication Has shifted from diabetics to fitness conscious
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
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
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.
The battle amongst the competitors Artificial SweetenersBUYING BEHAVIOR It is not at the brand level but at the category level!
Battling at the category level: Why? Artificial SweetenersBUYING BEHAVIOR ‘Sugar Free’ The brand name has become synonymous to the category of ‘Artificial Sweeteners’
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
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
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?
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
Based On The Key Highlights Of The PresentationARRIVING AT THE POSITION
Keywords associated with this category KEY HIGHLIGHTSARIVING AT THE POSITION Diet No/ Zero Calorie Sugar Free
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.
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’
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