Premium weight loss product - Leisa's Secret was launched in a disruptive marketing model by integrating HCP, Nutritionists and new age logistic solutions powered by technology. The system created a pathway to Indian women's (age group 30-40) phone, setting opportunity for newer products (women healthcare) to be pumped into this unique pathway. The first product was launched as a program - a weight loss program (Leisa's secret) priced at USD 200 per month. Success with this age group helped us enter their house with solution being picked up by their near and dear ones. The product was eventually withdrawn in 2014 due to ambiguity in FSSAI (Food safety and standards authority of India) guidelines that was hurting the imports.

1. Rapid Nutrition India Launch Phase & Way
Forward
20
20
20This project has been stalled recently due to FSSAI situation in India in 2014.
2012

2. Rapid Nutrition : Credentials

3. Agenda
• Nutraceuticals in Australia
• Rapid Nutrition Key offices
• Global Alliances
• Key Milestones => Geared ahead on fast track
• Key International Agreements
• Some International Quality Certifications
• Media
• Consumer engagement videos
• Rapid Nutrition India
• India Head Credentials

4. Australia-Nutraceuticals
• Australia commands world’s highest standard in nutraceuticals .
• Nutraceuticals from australia command high respect in global market
• FDA of the world refer to Australian FDA for basing their models.
• Rapid Nutrition under such stringent controls has flourished with its
highest standard products and have exported them to over a dozen
high value markets internationally.

5. RAPID NUTRITION: Global Offices
Head Quartered in Australia :
Regional Head quarters:
Americas : RNL USA Limited
108 West 13th Street,
Willmington, 19801
Delaware, United States
UK : Rapid Nutrition Plc
Office 11
10 Great Russell Street
London, United Kingdom WC1B 3BQ
Phone: +61 7 3200 4222
Email: info@rapid-nutrition.com
India : 14, 15, IDA, Balanagar,
Hyderabad. Andhra Pradesh. 500 037. India.

6. Global Presence : Formal distribution
agreements

7. Journey
2001 2004
1st
Export to China
Exports to Saudi
arab, Iran, Korea
2005 2007
Enters Ireland
market
Enters Egypt and
Chezkoslovakia
2008 2010
Enters
Singapore
2011
Funded by
US govt.
Takes Equity in Motivate-USA
2012
$3
Billion
6 acquisitions in
pipeline
IPO (In process)
Organic Organic & Inorganic
2015
Merger in USA
listed company:
GMND: $1.5
BILLION

8. Some of the Global Agreements
Al Kahira Pharmaceuticals;
Egypt
Noosh Dorou Teb
Iran
Western for Trading and Contracting
Establishment; Saudi Arab
Essential living;
Singapore
Verimark; South Africa
Global Medical Company; UAE

9. Some International Quality Certifications
Chez Korea
Thai
U.K.Australia

10. In Media: TV Commercials

11. INDIA STORY…
 Vision & stakeholders
 Objectives
 Understanding Indian market and areas of focus
 Our plan
 Our investment plan

12. Vision
• To be a committed leader in weight management and establish the brand-Leisa secret as a
household name in India by 2015.
• We would achieve this vision by engaging and adding knowledge value and assisting in
achieving weight management objectives to key stake holders in the ecosystem:
Consumer
Trainers &
Gym
owners
Medical
Fraternity
Retailers
Nutritionist
s

13. Objective
• To make Leisa’s secret Brand:
A) A commercial success from year 1
B) A Brand equity success from year 2
C) A household brand by year 3

14. Market
Driver
Challenges
Trends
2012: INR 12000 Cr. 2015: INR 24,000 Cr.
Drivers:
Increasing shift towards preventive therapies
Increase in disposable income
Increasing shift towards self-medication
Increase in healthcare spending
Ageing population
Pharma retail growth
Challenges:
Lack of standardization
High pricing
Lack of awareness
Marketing and distribution challenges
Functional Nutrition (Foods) : DHEA, Omega 7, Weight management, etc.
Fortified nutrition : Isopure, Ensure, Yakult,etc.
International Tie ups : Guardian – GNC, Neulife-Multibrands
Ayurvedic nutrition : Himalaya range, Dabur nutrition range
27%
current
growth
Nutri-Cosmeceuticals : A sunrise category
Understanding The Indian Weight loss Market
Trust
Competition

15. Why Will this market grow- i

16. Why Will this market grow- ii
A much Larger Market in waiting
The Latent market 2 to 4 times existing market

17. Where do we focus ?
I take vitamin
E for my skin
I take GNC
meal
replacement
for my weight
management
I take GNC
products for my
good health
and looks.
My spa
takes care
of me
My fitness is by
Neulife omega
capsules
My doctor is
the best
guide. I don’t
follow TV ads
I am happy
with Olay
organic
extracts
range

18. Focus: Functional Nutrition
INR
10,0000+
(Plastic surgery)
INR
3501-10,000 - Cosmetology
procedures
INR 1501-3500
Speciality stores
INR 501-1500 (Organized retailing –
super stores)
INR 101-500 (Standard retailing to organized
retailing fortifiied nutrition
INR 1-100 (mass unorganized retailing)
Nutreceutical players Nutri-Cosmeceutical players
Ranbaxy, Dabur,
Himalaya,etc
Ranbaxy, Dabur,
Pfizer, Abbott,British
Biologicals
Nutrilite-Amway, Herbalife,
British Biologicals
GNC, Nestle, Neulife, Natures,
Pharmaceutical majors
Natures, GNC,
Sebachem (Piramal),
Olay
Yves Rocher, Sebastian, Imported
range
Allergan , Ranbaxy, OHPL, Keraskin
Basic
nutrition-
M
asses
H
ealth
Conscious
nutrition
Advanced
nutrition
–
recom
m
endation
based
sales
INR 1500-
15000

19. Body Structure
Weight
Management
Body
Contouring
Skin Structure
Management
Focus: Functional Nutrition: Body Structure

20. Rapid increase of Weight management solutions

21. Some of the audited weight loss categories : Growth
upwards of 100%

22. Key Observations
1. Unorganized market
2. Market ruled by MLM companies, distributors and leading trainers
3. There are local manufacturers in low cost segment
4. Distributors cover top end pricing area
5. All top end area is addressed by imported nutritional range
6. Consumers are confused as there is no education.
7. Purchases are done by reference of influencers- trainers, nutritionists
8. Awareness is at its lowest.
9. No formal presence of any international player.
10.Trust amongst consumers is fragmented. No brand leader per se

23. Customer : Female/ Age 30-39 Yrs.
Female
Weight loss
active need
Instant
gratification
Time
availability:
Low
Word-of-
mouth: High
Influenced by
trial offers

24. Customer segments: Analysis
18 - 22 22 - 29 30 - 39 40 +
College
Dating
Entertainment
Window shopping:
Malls
Professional life
Relationship
Travel
Entertainment
Shopping: Malls,
modern trade, etc
Children & family
Professional life
Neighborhood
House / car
Entertainment
Shopping
Children education
Family
Professional life
Health issues
Society & networks
Shopping
DECISION
MOMENTS
NEEDS
CHALLENGES
RELATIONSHIP SITUATION
KEYLIFEEVENTS
AGE
- High aspirational
value to look good
- Instant gratification:
Expectation
- Gossip: Social
(buzz) currency
- Staying healthy
avoiding health
challenges
- Hormonal changes
- Setting an example
- Making decisions
(homemaker)
- Pre-marriage
(threshold): Anxiety
and confused state of
mind
- Post-marriage:
Identify crisis but
happy
- Increased (high)
responsibility: Family
and/or professional
- Extremely busy
- Loyalty is high if
effective / useful
- Attention or lack of it
- Sensitive about
health info sharing
- Fertility concern
- Adherence
- Peer influence (high)
- Early adopter (makers
or breakers)
- Time constrain & peer
influence (high)
- Time constrain & peer
influence (low)
- Skeptical: Challenge
to win trust
CONFUSED BUILDING MAINTAINING and/or
PROTECTING

25. Promotions
• India’s first ORGANIC bioactive for weight
loss
• Dial-up “safety” factor: USP
• Program vs. product approach
• India’s first weight loss program supported
by medical fraternity.
Positioning :

26. Program
Helpline
Expert
consulting
Med advisory
board
Education
program
QUIT program
Nutritionist / DietitianProgram approach
Organic
Bioactive

27. Weight Loss Program
Kit
30 Days Supply Each of :
Premium Meal Replacement
Energize
Resist
Advanced Thermo
Welcome Kit
•Product Manual
•Guide
•General Information Brochure
•First Free Consultation
Voucher
•Monitoring Chart
•CD with Exclusive Recipes &
Customized Diet Charts
Product

28. Online
Pull
Need based standard info
TG User generated info
Utility info (Widgets,
applications etc.)
Networking
Content for visitor education
Offline
Pull
Event/ Community
Driven
Online
Push
Target Consumer driven
sites / e-tournaments
Viral Emails
Offline
Push
FOL Show
Press media
www.leisassecret.in
Custom Landing pages/
micro sites
Custom Landing pages/
micro sites
Hybrid Marketing:
WOL = Weight opinion leadersWOL = Weight opinion leaders
BUILD CRITICAL MASS
TollFree
Text
Based
SALES

30. ADVERTISEMENTS

31. Advertisements
The Hindu – Metro Plus (Chennai & Bangalore) –
28th Sept 2012
The Tribune (Chandigarh)– 30th
Sept 2012

32. Delhi Times – TOI
(Teasers and Main Ad, 1st
2nd
& 3rd
October
respectively)

33. (Bangalore Times – TOI
(Teasers and Main Ad, 4th
, 5th
& 6th October
respectively)

34. Bombay Times – TOI
(Teasers and Main Ad, 5th
7th
& 8th
October
respectively)

35. Ahmedabad Times – TOI
(Teasers and Main Ad, 7th
, 8th
& 9th
October respectively)

36. Delhi Times – TOI
(Gurgaon Jacket, 7th
October)

37. Dainik Tribune –
Chandigarh, 14th
Oct
Nav Bharat Times – New Delhi, 14th
Oct

38. MEDIA ENGAGEMENT

39. PR/Media
Communication Objective
• To build on safety and efficacy of the weight loss program
• To communicate the benefits of a long term weight loss maintenance of individuals
completing a structured weight loss program
• To improve the quality of life by adopting a regular & healthy regime of safe and sure weight
loss programme
• To launch Leisa’s Secret as a comprehensive weight loss programme across the target
market
Communication Strategy
• Media sensitizing and engaging experts
• Story building on relevant topics
• Exploring story opportunities
• Studies
• Continued Nutritionists Education (CNEs)

40. Environment Building
The Times of India
The HinduVartha
Sanjeevani
Nai Duniya
Trinity Mirror
Gloria
Rajasthan Patrika
New Indian Express

41. EVENTS AND ACTIVITIES

42. CNE – Chennai – Sept 11, 2012
• Organized by the Anna Adarsh Women’s College, Chennai and Panacea Health
Education on September 11, 2012
• Exclusive sessions for the nutritionists were conducted talking about ‘Difficult Case
Meeting’ on obesity
Deccan Chronicle
Trinity Mirror
Vidhuthali
Teekhadir
Media Release for CNE

43. Chennai & Bangalore CNE - Snapshots
Chennai CNE on 11th
Sep’12 – attended
by 100 Nutritionists, Post graduate
Nutrition students and lecturers from
college.
Bangalore CNE on 12th
Oct’12 – attended
by 30 practicing Nutritionists

44. Official Launch and Chairman’s visit to India
• Official launch ceremony in line with Founder & Chairman of Rapid Nutrition, Mr. Simon St.
Ledger’s visit to India.
• Press meet along with Seminar on Obesity to Positivity
• Organized in Delhi and Mumbai
• On 3rd
, and 4th
Oct 2012 respectively
Financial Chronicle
Business Bhaskar
Business Standard
News.in
Chennaivision.com

45. Seminar: Obesity to Positivity
New Delhi, 3rd
Oct 2012 Mumbai, 4th Oct 2012

46. Health Writer’s Workshop – October 5
Health writers workshop was organized at
Bangalore where a study on workplace
obesity was released.

47. Health Writer’s Workshop – October 5
Vijay VaniPunjab Kesari
Sakshi
Media Coverage
Nav Bharat Times
Hindustan
Nav Bharat Times

48. Health & Beauty Expo 2012 - Gurgaon
Organized at MGF Metropolis Mall Gurgaon
• Between 12th
– 14th
October 2012
• Jointly organized by The Grey Cell (ToI group) & Via Media Health
• First ever marketing and branding effort from Leisa’s Secret by
participating in the event
Communication Objective
• Brand Engagement
• Consumer Engagement
• Brand Promotion

49. Health & Beauty Expo 2012 - Gurgaon

50. World Obesity Week – FM Campaign
(17th
– 20th
October)
• 98.3 FM (Radio Mirchi) Campaign on World Obesity Awareness Week from
16th
Oct to 19th
Oct with following messages being aired:-
All the below mentioned spots got Aired between two slot timings:-
 Morning – 7am to 11am (Total 8 slots)
 Evening – 5pm to 10pm (Total 8 slots)
Spot 1 – 25 seconds
FVO: This World Obesity Awareness Week, take a pledge to be fitter, healthier and
prettier with Leisa’s Secret.
Anchor: Leisa’s Secret. 4 way, Advanced weight loss Programme which is safe,
organic backed by Nutritionists. To know more and for free Nutritionist
consultation near your home log onto www.leisassecret.in or call toll free no.
1800-102-1035

51. Spot 2 – 25 seconds
FVO: This World Obesity Awareness Week, know your health score through Leisa’s
secret way.
Anchor: Get in touch with Liesa’s secret Nutritionist to know how healthy you are,
pick up the phone and call us at toll free no. 1800-102-1035 and win exciting prizes
too. To know more about Liesa secret 4 way, Advanced weight loss Programme
which is safe, organic and backed by Nutritionists log onto www.leisassecret.in
Spot 3 – 25 seconds
FVO - Skipped my meals but still failed to lose weight. God pls help
Anchor: Do not call God, call Leisa’s secret Nutritionist for free consultation. This
World Obesity Awareness Week, embrace the Leisa’s Secret 4 way Advanced
weight loss Programme which is 100% safe, organic backed by Nutritionists . To
know more log onto www.leisassecret.in or call toll free no. 1800-102-1035.

52. Spot 4 – 25 seconds
FVO - Walked, jogged and stretch myself beyond my abilities but still failed to lose weight. God
pls help
Anchor: Do not call God, call Leisa’s secret Nutritionist for free consultation. This World
Obesity Awareness Week, embrace the Leisa’s Secret 4 way Advanced weight loss
Programme which is 100% safe, organic backed by Nutritionists. To know more log onto
www.leisassecret.in or call toll free no. 1800-102-1035.
Spot 5 – 25 seconds
Empanelled Nutritionist Byte:-
FVO – Dr. Manjiri, well known Nutritionist of ( City Name) is with us on World Obesity
Awareness Week, to share her thoughts on healthy wt. loss
Dr. Manjiri: For healthy weight loss one should follow these 4 approaches together:
increasing BMR, creating calories deficit, controlling cravings and taking
sufficient vitamins and minerals.
FVO: To know about these 4 approaches call Leisa’s secret nutritionist at toll free no. 1800-
102-1035 or log onto www.leisassecret.in

53. NUTRITION CONSULTATION
CENTRE

54. Thank You