7. Bargaining power of suppliers
Limited no. of suppliers
High Price
Quality of milk & other substitutes
Volume of business
Bargaining power of customers
Less Expensive
Higher quality and high value
Easily available
Attractive Packaging
Threat of new entrants
FDI allowed; Foreign Players
ITC to enter Dairy business
Many small players may evolve
Threat of substitute products
Soft Drinks
Energy Drinks
Tea/Coffee
Juices
Competitive rivalry
Nestle, Amul etc.
Local Players like Heritage, Nilgiris
Need to differentiate from competitor products

8. Product
Product Name: Nutros & Nutros LITE
Size: 200ml, 500ml, 1L
Flavors: Banana, Butterscotch, Badam-Pista, Chocolate,
Kesar-Badam, Mango, Strawberry
All vital macronutrients and micronutrients; sugarfree
variant available
Price
Rs. 20 as starting price
Positioned as premium product
Place
To target Metros; Starting south with Bangalore
Selective distribution; fitness centers, schools, offices,
retail shops
Promotion
Advertising, PR, Sales Promotion, Digital Marketing,
Print Media, TV and Radio, Social Media, Billboards
Extensive use of Viral Marketing strategies

10.  Health conscious people; Mothers
 Tech Savvy individuals
 ‘On-The-Go’ consumers
 People with high disposable income
 People who take the lead in experiencing new products
 Teenagers who are looking for some funky products and
who are starting with new products

11.  Geographic Region – Urban Metros in India
 Demographic – All age groups
 SEC – A B
 Occupation – Students, Male & Female Professionals, Home-
Makers (Housewives)
 Generation – Generation X, Y
 Psychographic – Middle and Upper class, Achievers, Ambitious,
Compulsive

12. Pros:
 Access to wider market
 Greater satisfaction for customers
 Could be highly profitable
Cons:
 Costly
 Product Proliferation
 Cannibalization

14.  Nutros provides a healthy twist to an existing and
popular concept
 Seen as fun and healthy – an uncommon pairing
 Two variants : Nutros & Nutros LITE
 It is a source of energy and nutrition, i.e. it nourishes
and revitalizes

15.  Nutros is the product for people of all age groups
 It is a healthy and tasty alternative to common soft
drinks
 It is an on-the-go drink – something you can carry on
trips or to the gym or anywhere else, and can be used as
a snack drink at home

16.  Nutros LITE is the product for highly health conscious people aged
25+
 It contains no sugar, and uses aspartame instead
 It is the perfect thirst-quencher for people suffering from
Diabetes and for those who are extremely cautious regarding
weight issues
 It is an on-the-go drink and can be enjoyed by people who are
conscious of calorie intake, and also people who are diabetic
 It is a source of energy and nutrition, i.e. it nourishes and
revitalizes

18.  TV Ads
 Print Media
 Social Media
 Tie-ups with fitness centers: Gyms, Yoga Centers, Aerobics
Centers, etc.
 Brand Ambassador
 Viral Marketing

19.  Product Samples
 Thakaan BhagaaoTM Campaign
 Viral Videos
 Mall kiosks

20. Innovative pricing to penetrate new markets
Entering a Franchise model
Here, the plan is to offer smaller packs with lower price tags to penetrate new markets and
target wider customer base. This only applies to initial promotion stages and further
manufacturing of smaller packs will be decided by analyzing consumer interest and demands
It will still remain a premium health drink and hence would fall in higher price band
Our strategy for expansion is based on appointing area franchisees based on territories. The
Indian market is very large and attractive but at the same time very diverse in terms of
geography, languages, taste palate and purchasing power. We are selecting companies who
are strong in the local territories and who have better knowledge of the area to manage the
outlets.

22. TV ads Nutros – In between TV Soaps, Kids programs etc. on Entertainment and News channels
Nutros LITE – In between Spiritual programs, Travel & Leisure, Sports channel
Print
Media
National Dailies (Page 3), Magazines, Health Journals (like Prevention, etc.)
Notebooks
Social
Media
YouTube, Facebook, Twitter, Website ads
Search Engine Optimization, Google ad words
PR Articles on health discussion, New product launch discussion
Media discussion, Public meetings, Newspaper articles

23.  The main focus of the message strategy will be to convey to our
customers that our products Nutros and Nutros LITE contain all major
Macronutrients (like Vitamins B1, B2, B3, B5, B6, C, E, Calcium, Iron,
Magnesium, Manganese, Phosphorus, Potassium & Zinc) and
Micronutrients (like Vitamins A, D, K, B7, B9, B12, Molybdenum &
Selenium) along with 100% milk protein
 The message that would be carried forward is that daily consumption
of our product contributes significantly towards completing the
nutritional needs of people of all age groups
 The message will also convey that the product is fresh, healthy,
nutritious and tasty

24. (Contd.)
 The product Nutros will satisfy taste buds, improve health and also
improve fitness for everyone, while Nutros LITE would deal with the
requirements of Diabetics and extremely health conscious people
 The product would be available in different flavors like Banana,
Butterscotch, Badam-Pista, Chocolate, Kesar-Badam, Mango &
Strawberry
 Some other values that will be communicated through the strategy
are that the product will help in improving quality of life, achieving
success and staying happy

26. * Nutros Launch Ad

27. * Nutros LITE Launch Ad

28. * Nutros & Nutros LITE Infomercial

30. Press Conferences
Nutros shall be calling press
conferences at its launch (and
whenever required subsequently)
in order to engage with the press
for PR activities
A press kit will be developed and
given to the journalists who shall
be present and covering the
launch of the product
Press Kit

31. Social Media
Nutros as a brand intends to tap social
media in a very big way so as to have a
constant feel of the pulse of our audience
Company Website
Nutros shall maintain a company website
which shall not only be used for promotions
but shall also as a repository for any
company/product related information

32. Press Releases
A press release shall be sent to all the leading daily
newspapers detailing what it stands for
Damage Control
In case of any emergencies, Nutros shall create a
written public relations crisis communications plan
and follow it to negate any bad publicity that
hopefully shall not arise