Project 1 – Protinex Market Opportunity Analysis Segmenting, Positioning and Branding This document discusses Protinex's market segmentation, targeting, positioning, and branding strategies. It covers criteria for segmenting customers based on geographic location, demographics, psychographics, and behaviors. Target markets are identified as those with protein deficiencies or health issues. Historically Protinex was seen as a prescription brand, but it now positions itself as an everyday nutrition brand available over the counter.

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

2. Learner Name: < ROSHAN PANDEY >

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 :
• Protinex divided its market along metropolitan cities in Tier–1 and urban and semi –
urban cities in Tier–2 such as:
• Tier-1 : Metropolitan cities – Ahmedabad, c Chennai, Delhi, Kolkata, Mumbai. Etc..
• Tier -2 : Urban cities.- Agra, Bareli, Coimbatore, Dehradun, etc..
Semi urban cities.- Hamirpur, panjii.
Rationale - The reason behind segmenting Protinex on the basis of metropolitan, urban and
semi- urban cities is that people here are more educated and knowledge about their
problems and about the brand very well.
• Demographics:
Protinex divided its market along demographic factor such as:
Age : 2-8 Year Kids- Protinx junior, 8-15 Year Teens – Protinx Grow, 18-60 Year Adults –
Protinx original, Protinx Tasty chocolate, Protinex vanilla, Protinex mango, protinex lite,
Protinex Mama and Protinex Bytes
Gender : Male and female
Education : School , Graduate, post graduate.
Occupiation : Student, Professional , manager.
Rationale - The reason behind segmenting Protinex on the basis of age, gender,
education and occupation is that Protinex products care to all age to both male and female

5. SEGMENTATION
• PSYCHOGRAPHIC :
Protinex divided its market along Psychographic factor such as:
• Social class : Working class, upper class, middle class
• Lifestyle: Fitness , sport oriented, outdoor oriented.
• Personality : Ambitious, fit, and active. Gorgeous.
• Attitude : Passionate. Motivated. Fearless
• Priority initiative : Healthy diet weight conscious. Look young.
Rationale : The reason behind segmenting proteinex on the basis of psychography is
to counter and address all the psychological issues and factor which humans have for
face.
• BEHAVIOURAL.
Protinex divided its market along behavioural factor such as:
• Benefit : quality, nutrient, energy.
• Loyalty status: Strong, medium, low.
• User status : Regular user, first time user, no user.
• Usage rate : Heavy user, medium user, light user.
• Readiness stage : Aware ,Interested, Unaware
Rationale : The reason behind segmenting protinex on the basis of behaviour is to
know are they aware of the brand, what benefits they got from the brand, how much
they use the brand i.e. are they loyal to the brand or not and. Is the brand fulfilling
their needs or not.

6. TARGETIG
• Proteinex targeted basically those people who are protein deficient, fitness freaks like
regular gym gores bodybuilder etc.. Having low weight problem, who are not able to
maintain their diet properly, who are not getting proper nutrient in their daily diets, who is
suffering from. Low energy, low muscles strength, low is having health problem like
diabetes,
• Protnex targeted mothers who are looking for a healthy and nutrient diet for their kids
growth.
• Protinex also targeted people who beyond 60 year old who are trying to overcome health
barriers that come with age.
POSITIONIG
• Since its launch into 1957 till 2012. Was seen as the doctor prescribed band by people. It
was in 2012 when the French food and beverage measure DANON took over Proteinex
for. Workout and Protinex was completely changed as a brand.
• Today Protinex has positioned itself in the market in such as the way that it is seen as the
D2C brand rather than a doctor prescribed brand and is available in every supermarket,
hypermarket mall. OTC stores e-commerce platform etc..
• Today Protinex has 50% market share and people are using protinex as a everyday
nutrition brand

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 two most important factors with regard to
HFDs (Health Food Drink category). 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
NUTRITIONAL (HIGH)
[ PROTIEX ] NESTLE [ RESOURCE HIGH PROTEIN ]
HORLICKS [ PROTEIN + ]
ENSURE
COST (LOW) COST (HIGH)
BOOST
BOURN
VITA
NUTRITIONAL (LOW)

9. • Seeing the performance of protinex. in the last few years the band has performed really well in HFD market,
specially on their pricing. Earlier they had price which has three times the price of other brands which have.
reduce now and made .it affordable for people to buy
• In the recent year Protinex has largely grown in the urban sector, specially in the adult nutrients category, and
made their brand problem solution brand. They have added new flavours to their product which is a good step
toward catering their customer well.
• Protein has created an awareness regarding protein deficiency through their Innovative campaigns and ads
such as #SOMETHINGMISSING and #DONTMISSOUT. They have moved themselves from a
PRESCRIPTION Brand to ads D2C brand.
• Today Prptinex is available in every supermarket, mall, e-commerce platform, retailer etc.. Marketing is a mass
brand and this has been possible because of the marketing strategies used by DANON.
• Pure protinex has a 50% market share in the HFD category market. These become possible because used
innovative marketing techniques and making excellent use of digital marketing to educate people about the
importance of protinex in their daily diets and also promote themselves.

10. 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]’.

11. Positioning statement of protinex
I. From 1957 to 2012 Proteinex was a doctor prescribed brand. It was in 2012 that become a D2C brand
from a doctor prescribed brand when DADON (a French food and Beverage major) took over Proteinex
from workout and in 2014 there was a strategic shift of Protinex and it positioned itself from illness to
Wellness segment form reactive to proactive, from pharmacy to GT modern trade, and from old imagery
to new imagery with the mission of delivering health through food to as people as possible.
II. Protein deficiency is the real in India and 80% Indian diets are deficient in protein which leads to the
health problem like BP , cholesterol, diabetes, low energy, muscles pain etc. 85% people steel believe
that they are getting enough protein in their daily, which is a myth. In addition to protein deficiency,
these are also misconceptions about the protein like the regular diet which people consume give them
enough protein, protein deficiency will not impact their health proteins is required only when they is
health problem or for bodybuilding
III. Protinx with their highly dedicated educational programs and campaign’s regarding protein deficiency
have busted these myths and misconceptions of the people by making people aware about protein
deficiency and how to overcome It to stay fit and healthy and enjoy each and every moment with their
loved ones.
Answer 3

12. • Protinex as the brand is Preceived as only protein supplement by people deposit on nutrient rich
compositions. In India. 20% Indian households with no kids at home continue to consume the health food
drinks category which was designed for kids in the first place prove the importance of nutrient rich
compositions in daily diet.
• Deposit all these efforts, there is a decent percentage of population in India who still believe in these
myths and misconceptions and protinex should target these people and educate them about the
importance of right amount of protein in their daily diets and present themselves as a problem solution.
brand and percent themselves more in adult nutrient category. They should place themselves in retail
storage hypemarkets and e-commerce platforms so that the people can buy proteinex and use it. They
should use rational and emotional branding to. Premiumize themselves and recruit new users.

13. Q4. Build your marketing mix to help Protinex shift from being a prescription-
based brand to an everyday nutrition brand. You will have to mention the rationale
behind it.
As a recap, the 4 Ps 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 the 4 Ps.

14. Answer 4
PRODUCT
• Protinex Junior. For kids between 2 to 8 year old.
• Mama Protinx : For lactating and would be mother
• Proteinex Lite : For health conscious diabetic people because it has zero
added sugar and helps to stay and track. With your active lifestyle and weight
management goal everyday for growth and maintenance of muscles. Mass
provide energy help and metabolism. Support email unity for stronger bones
and helps reduce tiredness and fatigues
• Protinex, Original Tasty Chocolate And Kesar Badam : For
everyone who is looking for a healthy diet full of nutrient and multi vitamins to
keep themselves mentally and physically active and boost their immunity.
PRICE
• The average serving size for serve of proteomics is 30g
• Comparing the price of proteinex with its competitors, it can be. Concluded that
the price of protinex is moderate.
• For better serving of their audience in the future, it should use. Competitive
pricing.

15. PLACE
• Proteinex placed their product in professional store / supermarkets ,
pharmacies, e-commerce platforms like Amazon, Flipkart.
• Metropolitan Cities in tier-1 and urban and semi urban cities in Tier-2.
• Reason being people who well educated and known about their health
problems very well and are well aware about the brand.
PROMOTION • Extensive campaigns depicting awareness of protein deficiency in the people
should be done in clinics, hospitals, pharmacies and malls to inform people
about protein deficiency in their daily diets.
• Promotional campaigns in the store like Big Bazaar.
• Use of. Story. Tailing across all the social media channels N TV commercial.
Conveying wish strong message to the society regarding the importance
through the right amount of the 14 in their daily diet so that they can enjoy a
quality. Time and their loved ones.
• Use of influencer marketing, affiliate marketing, air and PR for all products.

16. 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 the Digital Marketing 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.

17. Answer -5
DIGITAL CONTENT
Google : Website Google ads including both organic and paid ads.
Facebook : Posts, videos, sponsored, ads, display ads
Instagram : Product posts, videos, real life story videos of people. Photos of
people before and after using protinex
YouTube : Awareness campaign videos regarding proteinex deficiency.
Educational video regarding how to use proteinex.
E-commerce portal : Listing the product in ecommerce portals, infographics of
products with price and other details.
E-mail marketing : Sending. Personalised emails to customers regarding
offers, promotions. New product launched informational email regarding
importance of proteins in daily diet.
Influencer marketing : Posts on fitness and healthy diet by dieticians,
celebrities, sports people.
DIGITAL DEVICE
Smart phones, tablet, laptop, smart TVs.

18. DIGITAL
CHANNELS
Website : Company website, blogs, podcasts
Social media : Facebook, Twitter, Instagram, YouTube Messenger, WhatsApp
e-commerce portals : Amazon. Flipkart. Paytm mall.
DIGITAL
METRICS
AWARENESS STAGE : To expose Proteinex to maximum number of relevant prospective
customers the following matrices will be used.
• Impressions : To see the total number of times the post of Protinex was seen by the
people in the social media channels like Facebook, Twitter etc.
• Reach : To see how many people got exposed to the content of Protinex.
• Impression. Share : To measure the percentage of the people from the largest audience of
the Protinex who got exposed to the content of Protinex, posted in social media.
CONSIDERATION STAGE : To make Proteinex one of the brand in the consideration set,
their customers of the following matrix will be used
• Visitors : The matrix signifies the number of the people who actually considered the
Protinex ads relevant after seeing it on social media and would put proteins in their
consideration set.
• Bounce rate : These matrix help you to know how many people bounced back after just
seeing the first web page.
• Engagement rate : The Matrix refers relates to the level of engagement customer have
with Proteinex our engagement refers to like comments Sears retweets on the post
depending on the channel being considered.
• Cost per click :This is one such matrix which will tell how much each click on the ads of
proteinex will be cost to the company.

19. DIGITAL METRICS
Purchase stage : To see how many people actually bought the product, the
following matrix will be used to measure the performance of Proteinex :
Conversion rate : Conversion rate will be measure the percentage of people who
actually bought Proteinex. Example If out 100 visitors. To the Proteinex website, in a day
60 people actually bought Proteinex and 60% is the conversion rate of protinex.
Cost per acquisition : The matrix help. To measure how much? Each conversion or
acquisition cost to proteinex.
Delight Stage : The main concern for Protinex is to satisfy their customers by
solving their queries and problems. For doing this the following will by used:
Referrals : This matric will help Protinex tp know how satisfied, loyal and delighted
their customers lower are after using their products the more the referral, the better it is
for Protinex.
Social mentions : Once Upon person has been converted into regular customer
proteinases. Would need to keep a track of what. And weather the person is talking
about proteins on various digital marketing channels like a company website, social
media platform .The higher the number of positive mentions, the better it is for protinex
Reviews : Good reviews would indicate a good experience and a higher likelihood of
repurchases, and vice versa.

20. DIGITAL MATRICS
Revenue matrics :
Customer acquisition cost : The Matrix will measure the total marketing cost.
Incurred by Proteinex for a particular. Upon number of the customer acquired during the
period
Suppose Proteinex spent Rs.200000/ on a marketing campaign for a year and required
100 new customer then their CAC would be :
CAC = Marketing spends /New customer acquired
200000/100 = Rs.2000/-
Customer lifetime value : Suppose protinex is running a Loyalty program for
their loyal customers this matrix will help them measure the annual profit contribution per
customer, average life time of a customer, and initial cost of customer acquisition. All this
will proteinex know What is the lifetime value of their loyal customer Example : suppose
proteinex is spent ₹47600 On their loyalty programme and earn a revenue of ₹50,000/
respectively i.e, average revenue each customer generated is ₹50,000 and the
additional marketing is spent on each customer through the year are Rs.47600.
Retention rate churn rate and average lifetime value are 65% for send 35% and 2.85
year respectively and the initial cost of the acquisition is Rs 2000/. So CLV of Proteinex
would be.
CLV (annual profit contribution per customer * average number of years of customer
retention) – Initial cost of customer acquisition.
[(500000 – 47600) * (2.85) ] – 2000 = Rs. 4840/-

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